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:
2026
- Companies:
15 major companies, plus aggregate of smaller stores
General Merchandise Retailers
Satisfaction Benchmarks by Company
| Anchor Link | Company | 2025 | 2026 | % Change | Retail Industry |
|---|---|---|---|---|---|
| General Merchandise Retailers | 78 | 79 | 1% | Overall | |
| #macys | Macy’s | 82 | 80 | -2% | Department Stores |
| #kohls | Kohl’s | 79 | 79 | 0% | Department Stores |
| #jcpenney | JCPenney | NA | 73 | NA | Department Stores |
| #tjx-marshalls-tj-maxx | TJX (Marshalls, TJ Maxx) | 82 | 81 | -1% | Discount Stores |
| #burlington | Burlington | 73 | 76 | 4% | Discount Stores |
| #dollar-general | Dollar General | 73 | 73 | 0% | Discount Stores |
| #dollar-tree | Dollar Tree | 73 | 73 | 0% | Discount Stores |
| #big-lots | Big Lots | 75 | 71 | -5% | Discount Stores |
| #fred-meyer-kroger | Fred Meyer (Kroger) | 75 | 82 | 9% | Hypermarkets |
| #meijer | Meijer | 76 | 81 | 7% | Hypermarkets |
| #target | Target | 80 | 78 | -3% | Hypermarkets |
| #walmart | Walmart | 73 | 76 | 4% | Hypermarkets |
| #sams-club-walmart | Sam’s Club (Walmart) | 85 | 83 | -2% | Warehouse Clubs |
| #costco | Costco | 82 | 81 | -1% | Warehouse Clubs |
| #bjs-wholesale-club | BJ’s Wholesale Club | 78 | 80 | 3% | Warehouse Clubs |
| All Others | 78 | 82 | 5% | Other Companies |
NA = Not Available
Customer Experience Benchmarks Year-Over-Year Industry Trends
| Benchmarks | 2025 | 2026 |
|---|---|---|
| Quality of mobile app | 84 | 86 |
| Reliability of mobile app (minimal down time, crashes, lags) | 84 | 86 |
| Ease of pickup process | 83 | 85 |
| Accuracy of order fulfillment for pickup | 83 | 84 |
| Convenience of store hours | 83 | 84 |
| Quality of membership benefits and discounts received | 82 | 84 |
| Website satisfaction | 82 | 84 |
| Convenience of store location | 81 | 83 |
| Speed of order readiness for pickup | 81 | 83 |
| Value of store credit card | 85 | 83 |
| Variety and selection of merchandise | 80 | 82 |
| Ability to provide brand names | 79 | 81 |
| Courtesy and helpfulness of staff | 79 | 81 |
| Layout and cleanliness of store | 79 | 81 |
| Availability of merchandise (inventory stocks) | 78 | 80 |
| Speed of checkout process | 77 | 79 |
| Call center satisfaction | 77 | 78 |
| Frequency of sales and promotions | 76 | 78 |
Industry averages are weighted by companies’ market shares.
2026 results based on data collected January – December 2025.