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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:

    2025

  • Companies:

    14 major companies, plus aggregate of smaller stores

General Merchandise Retailers

Satisfaction Benchmarks by Company
Anchor Link Company 2024 2025 % Change Retail Industry
General Merchandise Retailers 77 78 1% Overall
#macys Macy’s 82 82 0% Department Stores
#kohls Kohl’s 79 79 0% Department Stores
#tjx-marshalls-tj-maxx TJX (Marshalls, TJ Maxx) 79 82 4% Discount Stores
#big-lots Big Lots 78 75 -4% Discount Stores
#burlington Burlington 76 73 -4% Discount Stores
#dollar-general Dollar General 72 73 1% Discount Stores
#dollar-tree Dollar Tree 74 73 -1% Discount Stores
#target Target 81 80 -1% Hypermarkets
#meijer Meijer 76 76 0% Hypermarkets
#fred-meyer-kroger Fred Meyer (Kroger) 75 75 0% Hypermarkets
#walmart Walmart 73 73 0% Hypermarkets
#sams-club-walmart Sam’s Club (Walmart) 81 85 5% Warehouse Clubs
#costco Costco 82 82 0% Warehouse Clubs
#bjs-wholesale-club BJ’s Wholesale Club 80 78 -3% Warehouse Clubs
All Others 78 78 0% Other Companies


Customer Experience Benchmarks Year-Over-Year Industry Trends
Benchmarks 2024 2025
Value of store credit card 84 85
Quality of mobile app 84 84
Reliability of mobile app (minimal down time, crashes, lags) 83 84
Accuracy of order fulfillment for pickup 85 83
Convenience of store hours 82 83
Ease of pickup process 84 83
Quality of membership benefits and discounts received 83 82
Website satisfaction 81 82
Convenience of store location 82 81
Speed of order readiness for pickup 82 81
Variety and selection of merchandise 79 80
Ability to provide brand names 78 79
Courtesy and helpfulness of staff 77 79
Layout and cleanliness of store 78 79
Availability of merchandise (inventory stocks) 77 78
Call center satisfaction 76 77
Speed of checkout process 75 77
Frequency of sales and promotions 75 76


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.
2025 results based on data collected January – December 2024.

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