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Report: Retail Customer Experience from Top 50 US Retailers

Retail Customer Experience Report Results

Retail Customer Experience Report Results

Based on more than 40,000 consumer surveys gathered from the top 50 U.S. and 25 U.K. retailers, the 11th annual ForeSee Experience Index 2015 Retail Edition, reveals the retail customer experience across web, mobile, and in stores over the course of the holiday shopping season.

This report examines the drivers and inhibitors of digital and in-store customer experience, then translates those findings into actionable insights for retailers. Companies analyzed in this year’s survey include Amazon.com, Apple, Best Buy, Costco, CVS, Dell, Etsy, Gap, The Home Depot, Netflix, Neiman Marcus, Nike, Nordstrom, REI, Target, Walgreens, and Walmart, among others.

“Today’s shopping experiences are more complex and nuanced than they were five, ten years ago,” said Eric Feinberg, VP of Marketing at ForeSee.

“This year’s FXI results show that it’s time for retailers to stop talking omnichannel, while acting single channel. The future of retail will be in continuously measuring the contribution that one experience has on the next so retailers can tune the multi-channel experience.”


  • Website satisfaction is up while mobile and store satisfaction stagnates – Brick-and-mortar satisfaction continues to stall along with sales despite Black Friday starting earlier than ever. Web customer satisfaction scores 79 (on a 100-point scale) this year, up two points from 77 in 2014. Store and mobile are at 78 and 79 respectively.


  • Amazon is climbing back up –In 2014, Amazon dropped a whopping five points from a customer satisfaction score of 88 points (on a 100-point scale) to 83. This year, they are climbing back up, slowly but surely, to 86, which is where they were in 2010. While Amazon lost focus before, they now lead — again — by a statistically significant margin.
  • Price ranks as the highest priority element for web, mobile, and in-store – price jumped to become the highest priority element for consumers, with 89% in web, 67% mobile, and 62% in-store — ahead of merchandise.

Top Priority element of Improvement For Web

  • Holiday shoppers are open to drone delivery – 39% of web and mobile shoppers would select drone delivery as a shipping option if available.
  • In-store mobile payment still has a way to go in the U.S. but it’s getting there – American consumers aren’t sold on mobile payments yet but the tide may be changing. In 2015, 28% say they’re open to using mobile payment, compared with 21% last year, with security seen as the primary mobile detractor.

[Source: FORESEE]

Mary Shaw