Opinions about the Favorite Retailers
Most customer surveys of retail chains are highly subjective. Opinions about the store may change from highly positive to negative depending on the most recent specific shopping experiences.
But the recent customer survey deserves special attention as it is based on the experiences of over 3,000 mystery shoppers. Mystery shoppers are people of different age who receive payment for assessing stores, product selection, and customer service. 50% of the respondents earned more than $50,000 a year, and 75 % of them were women.
The mystery shoppers had to choose their favorite retail store from 55 popular retailers in the USA. Wal-Mart was the leader because of its affordable prices but the correlated results that took into account the number of stores (Wal-Mart has more locations in the U.S. than Kohl's and Target) revealed that Kohl's with their deals was placed the first, Target was the second and JC Penney the third. Wal-Mart came fifth after Macy's (the fourth). It should be noted that Target was highly rated for its fast service and positive general atmosphere.
All retailers strive to draw customers to their stores but the results of this survey indicate that the store's value proposition remains the determining factor for most consumers.