Home Costco, Macy’s Lead General Merchandise Retailers in Customer Satisfaction Index
February 23, 2024

Costco, Macy’s Lead General Merchandise Retailers in Customer Satisfaction Index

Posted In: Retail Articles

Warehouse clubs dominated the American Customer Satisfaction Index among general merchandise retailers, but Macy’s and Target were also among the leaders.

Costco and Macy’s led all others with a satisfaction score of 82 with Target and Sam’s Club just behind at 81. Compared with 2023, Costco’s ranking was flat, while Macy’s gained three points. Sam’s Club also was flat while Target was up three points year over year. The strong showing of warehouse clubs was completed with BJ’s scoring an 80, flat year over year.

The average general merchandiser score for 2023 was 77, according to ACSI. Other general merchandise retailers at or above that number were:

  • Kohl’s at 79, flat year over year.
  • Belk at 79, up from 75 in 2023.
  • TJX at 79, up from 77 in 2023.
  • Big Lots at 78, up from 73 in 2023.
  • JCPenney at 77, down from 76 in 202.3

Among specialty retailers, Tractor Supply Co., Ace Hardware, O’Reilly and Pet Supplies Plus led their subsegments, with Tractor Supply and Ace tied with a satisfaction score of 82. In the Technology and Office sub category, Apple led with an 81 score followed by Best Buy at 79, both flat year over year; and Staples was at 78, up from 75 the year before.

With an ACSI score of 84, Chewy led online retailers followed by Amazon at 83. Amazon led the Online Multimarket segment, and, in what may surprise some, Costco came in second in the segment at 81, tied with eBay. Amazon was down a point in the segment year over year, but Costco was up two points and eBay was up five points.

Among online home improvement and decor stores, Bed Bath & Beyond came in first at 79, up from 76,  followed by Lowe’s at 78, up from 76. Tied for third were Home Depot, at 77, flat year over year, and Wayfair, down two points.

The supermarket category came in at a three-way tie, with scores of  85, among Costco, H-E-B and Publix. Trader Joe’s followed at 84, flat year over year, and Sam’s at 83, up from 79. Then came a four-way tie at 82 between BJ’s, up three points, Target, up three points, Wegmans, up two points and Whole Foods, up three points

Walmart led drug retailers with a score of 82, a big step up from 2022, when it scored 74 and trailed the major drug chains who fell behind it over the past year. Rite Aid had a score of 76, up from 75, Walgreens was flat year over year at 75, and CVS was down a point to 74.


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