The ACSI Retail Report 2016 on department and discount stores, specialty retailers, drug stores, supermarkets, gas stations, and internet retail is based on interviews with 12,515 customers, chosen at random and contacted via email between November 15 and December 19, 2016. Customers are asked to evaluate their recent experiences with the largest brick-and-mortar and online retailers in terms of market share, plus an aggregate category consisting of “all other”—and thus smaller—companies in these industries. ACSI results are reported on a scale of 0 to 100.The report found that e-commerce sales continue to grow at a pace that outstrips brick-and-mortar stores, and internet retail led the survey, with a 3.8% gain in customer satisfaction, and a score of 83. Amazon topped the charts with a score of 86, capturing the majority of online sales growth in the United States. Factors such as easy checkouts, a range of shipping options, improvements to navigation and images,  and variety of merchandise all contribute to consumer satisfaction with online retailers.

Department stores are facing fierce competition from specialty stores,  according to the report, and those that are doing well are integrating e-commerce and brick-and-mortar operations via in-store pickup and returns. This works to combine the convenience of online shopping with the benefit of personal service.  According to the report, emptier stores may impact customer satisfaction, since fewer customers mean shorter lines, faster checkout, and more attention from the sales staff.  Retailers also have made strides to improve the customer experience with omnichannel offerings.  Dillard’s was the highest scoring department store, with a score of 83. JC Penney took second place, at 82, posting the biggest improvement in the department and discount store category. The reintroduction of appliances, new same-day pickup for online orders, and an overhaul of the JCPenney website and app all contributed to the store’s increasing popularity.  Notably, Nordstrom is the only department store that decreased in customer satisfaction in 2016, dropping 2% to receive a score of 80.Satisfaction with specialty stores is up 4%, with an overall score of 80. Improved store layouts, better staff, and convenient e-commerce all contribute to this score, as well as helpful staff. However,  shoppers feel that stores aren’t having sales as often as they used to.