Costco pleased shoppers better than any other retailer, according to a Consumer Reports survey of more than 26,000 readers, who told the organization about their shopping experience at 10 of the nation's major retailers.
In its latest report, the Consumer Reports National Research Center subscribers told Consumer Reports about 55,108 shopping experiences at Costco, JCPenney, Kmart, Kohl's, Macy's, Meijer, Sam's Club, Sears, Target and Walmart. For the first time, shoppers also told Consumer Reports about their experiences at many of those retailers' online stores.
Costco was the only chain to earn an outstanding grade for the overall quality of its merchandise, whether in stores or online. And it earned above-average scores for all 10 product categories rated, including electronic entertainment, jewelry and sporting goods. Costco's website did better than its walk-in stores on all counts except product quality (for which the two types tied) and earned top marks for layout, product value and checkout.
However, 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 complete ratings for all 10 chains, including in-store and online ratings for quality, value checkout, customer service and in-store and website layout are available at www.ConsumerReports.org or in the March issue of Consumer Reports starting Feb. 7.
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