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General Merchandise Retailers

Improving the Omnichannel Experience

Link customer experience metrics to financial outcomes for more intelligent improvement planning.

GENERAL MERCHANDISE
RETAILERS

The ACSI has over 25 years of experience analyzing customer satisfaction with general merchandise retailers, interviewing hundreds of shoppers annually. The survey data serve as inputs to ACSI’s proprietary model, which embeds satisfaction within a series of cause-and-effect relationships.

At a glance:

General Merchandise Retailers

  • Inaugural year:

    1994

  • Updated:

    annually

  • Most recent data:

    2024

  • Companies:

    17 major companies, plus aggregate of smaller stores

General Merchandise Retailers

Satisfaction Benchmarks by Company
Company 2023 2024 % Change Retail Industry
General Merchandise Retailers 75 77 3% Overall
Macy’s 79 82 4% Department Stores
Belk 75 79 5% Department Stores
Kohl’s 79 79 0% Department Stores
JCPenney 76 77 1% Department Stores
Dillard’s 75 74 -1% Department Stores
TJX (Marshalls, TJ Maxx) 77 79 3% Discount Stores
Big Lots 73 78 7% Discount Stores
Burlington 74 76 3% Discount Stores
Dollar Tree 71 74 4% Discount Stores
Dollar General 70 72 3% Discount Stores
Target 78 81 4% Hypermarkets
Meijer 75 76 1% Hypermarkets
Fred Meyer (Kroger) 73 75 3% Hypermarkets
Walmart 70 73 4% Hypermarkets
Costco 82 82 0% Warehouse Clubs
Sam’s Club (Walmart) 81 81 0% Warehouse Clubs
BJ’s Wholesale Club 80 80 0% Warehouse Clubs
All Others 77 78 1% Other Companies


Customer Experience Benchmarks Year-Over-Year Industry Trends
Benchmarks 2023 2024
Accuracy of order fulfillment for pickup 84 85
Ease of pickup process 84 84
Quality of mobile app 82 84
Value of store credit card 83 84
Quality of membership benefits and discounts received 81 83
Reliability of mobile app (minimal down time, crashes, lags) 81 83
Convenience of store hours 80 82
Convenience of store location 79 82
Speed of order readiness for pickup 81 82
Website satisfaction 79 81
Variety and selection of merchandise 77 79
Ability to provide brand names 76 78
Layout and cleanliness of store 77 78
Availability of merchandise (inventory stocks) 73 77
Courtesy and helpfulness of staff 75 77
Call center satisfaction 73 76
Frequency of sales and promotions 74 75
Speed of checkout process 73 75


Department Stores

Satisfaction Benchmarks by Company
Company 2023 2024 % Change
Macy’s 79 82 4%
Belk 75 79 5%
Kohl’s 79 79 0%
JCPenney 76 77 1%
Dillard’s 75 74 -1%


Discount Stores

Satisfaction Benchmarks by Company
Company 2023 2024 % Change
TJX (Marshalls, TJ Maxx) 77 79 3%
Big Lots 73 78 7%
Burlington 74 76 3%
Dollar Tree 71 74 4%
Dollar General 70 72 3%


Hypermarkets

Satisfaction Benchmarks by Company
Company 2023 2024 % Change
Target 78 81 4%
Meijer 75 76 1%
Fred Meyer (Kroger) 73 75 3%
Walmart 70 73 4%


Warehouse Clubs

Satisfaction Benchmarks by Company
Company 2023 2024 % Change
Costco 82 82 0%
Sam’s Club (Walmart) 81 81 0%
BJ’s Wholesale Club 80 80 0%


Industry averages are weighted by companies’ market shares.
2024 results based on data collected January – December 2023.

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