Dive Brief:

• Overall consumer satisfaction with retailers is up from last year, at 80 on a 100-point scale, with an improvement of one point, according to customer satisfaction consulting firm CFI Group’s Retail Satisfaction Barometer report for this year.

• Mobile use for shopping is up from 21% in the 2013 study to 41% this year. In 2013, 68% of mobile shoppers used their smartphones for price comparisons; in 2014, 47% did. 45% used mobile for couponing, 41% for product reviews, and more than a third to find product information.

• The research looked at 1,200 consumers to measure retail satisfaction trends and found that Baby Boomers are easier to please than millennials, who are less loyal, more apt to use mobile, and more apt to expect multi-channel shopping ease. 

Dive Insight:

This research measured customer satisfaction with traditional department stores, large-format value stores, mall-based specialty stores, freestanding or big-box stores, and grocery stores. The results unveil the complexity — and the necessity —  of meeting customer expectations for brick-and-mortar, online, and mobile shopping.