Study Reports Consumers are Happy with Retailers’ Online Presence but Brick-and-Mortar Locations Need to Improve

Shoppers say store associates, price and checkout are areas needing improvement at brick-an-mortar retail locations, according to a survey conducted by CFI Group. The study utilized the American Customer Satisfaction Index methodology to measure six elements of the customer experience, including physical store, associates, merchandise, price, checkout and online presence. The research found that consumers had the highest rating of satisfaction with the condition and cleanliness of traditional department stores and mall-based specialty stores, and that retailers’ online presence is meeting consumers’ satisfaction.