The ForeSee Experience Index (FXI) Scores:
2013 U.S. Retail Edition

The following table shows satisfaction with the in-store customer experience for the top U.S. retailers as reported in the ForeSee Experience Index (FXI): 2013 U.S. Retail Edition.

Average customer Satisfaction with the biggest stores in the U.S. is 79 in 2013, which is a one-point increase from the previous year but substantially lower than the average in 2011 of 82 on the study’s 100-point scale.

Store Satisfaction scores for individual retailers span a 17-point range, with Publix taking the top spot (86) by a statistically significant margin.

It is worth highlighting that store satisfaction scores are based on customer surveys (people who have purchased from the company during the 2013 holiday shopping season). For other channels included in this report (Web, Mobile and Contact Center), we have surveyed people who have had an experience with the company, whether or not they made purchases. The store scores reflect only purchasers.

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Customer Satisfaction Scores for the Top Retail Stores in the U.S.

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NM=Scores for retailer were not measured that year

Company Name 2011 2012 2013
Average Store Satisfaction Scores Across Companies Measured 82 78 79
Publix NM NM 86
Apple 85 83 83
Kroger NM NM 83
Nordstrom 84 79 83
Victoria’s Secret NM NM 83
Barnes & Noble 84 82 82
Costco 84 82 82
Whole Foods Market NM NM 82
GameStop NM NM 81
Home Depot 81 79 81
Kohl's 84 81 81
Lowe's NM 81 81
O'Reilly Auto Parts NM NM 81
PetSmart NM NM 81
Target 82 81 81
Advance Auto Parts NM NM 80
Dillard's NM NM 80
Dollar Tree NM NM 80
Macy's 81 80 80
Office Depot 81 79 80
OfficeMax NM NM 80
Staples 82 79 80
Walgreens NM 78 80
Bed Bath & Beyond NM 80 79
Best Buy 80 80 79
Dick's Sporting Goods NM NM 78
Foot Locker NM NM 78
Rite Aid NM NM 78
T.J. Maxx NM 75 78
CVS NM 76 77
Family Dollar Stores NM NM 77
Gap NM NM 77
JCPenney 85 75 76
Sears 77 74 76
Big Lots NM NM 75
Dollar General NM 75 75
Safeway NM NM 75
Ross NM 73 74
Walmart 77 75 73
Toys"R"Us 79 72 72

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