Costco tops consumer shopping experience list
Shoppers are recognizing bulk supplier Costco's store operation as doing something right – they recently ranked the retailer as No. 1 in a Consumer Reports survey.
In a survey of its 26,000 readers, the publication asked consumers to rank their shopping experiences at large chains such as Costco, JCPenney, Kmart, Kohl's, Macy's, Meijer, Sam's Club, Sears, Target and Walmart. Of these retailers, Costco was the only one to receive an "outstanding" grade for the quality of its merchandise.
Additionally, the major retailer also scored high for all 10 of the product categories consumers were asked to rate, including electronic entertainment, jewelry and sporting goods. Participants also noted a preference for its online operations.
"However, in-store shoppers found a few chinks in Costco's armor: The chain's walk-in stores scored below average for selection, checkout (because of long lines), and service, and its shoppers were more likely than those elsewhere to complain about a lack of fitting rooms," the report explains.
One chain on the list, JC Penney, may see movement on the list next year, though. The company has announced a series of revamps in an effort to boost customer satisfaction, engagement and experience.
