Nordstrom (NYSE:JWN) topped the list of consumers' favorite fashion retailers for the third year in a row, according to a study by Market Force Information. And for footwear, Foot Locker (NYSE:FL) beat out all other shoe retailers.
In the category of fashion, Kohl's (NYSE:KSS) and TJ Maxx (NYSE:TJX) took the number two and three spots. And in the category of shoes, the runner ups included Skechers, Nike (NYSE:NKE), DSW (NYSE:DSW) and Famous Footwear.
Due to its high customer satisfaction ratings, it is no surprise that Foot Locker has consistently reported profit and sales growth over the past several years. Strong sales in basketball and running shoes have spearheaded the company's most recent returns.
The study polled 4,300 consumers in December 2014 with the aim of discovering what factors drive satisfaction and loyalty. Shoppers were asked to rate their satisfaction with their recent fashion retailer experiences.
When asked how satisfied they were with their most recent visit to their favorite fashion retailer, 57 percent of respondents said they were less than delighted. Market Force's research has shown that customers who have an exceptional shopping experience are not only more loyal, but 2.5 times more likely to recommend the retailer to a friend.
"Our research is telling us that for a retailer, being good just isn't good enough," said Cheryl Flink, CSO for Market Force. "In order to move the needle in an industry where several retailers are clustered closely in the 'good enough' zone, brands must strive to utterly delight their customers across many attributes in order to rise above the noise and win wallet share."
The study also identified four key areas that a retailer must focus on in order to achieve customer satisfaction: merchandising, environmental consciousness, ability to share fashion ideas and store operations. When retailers executed well in these four areas, the percent of highly satisfied customers increased five times.
Looking specifically at e-commerce, 46 percent of respondents were delighted with their online retail experience, while more than half at 54 percent, were less than very satisfied. Nordstrom.com shoppers were the most satisfied, 56 percent, resulting in a 72 percent conversion rate. Not surprisingly, Nordstrom also tops the list for most engaged retail brand on Pinterest, according to a recent data collection on Curalate.
And when it comes to mobile apps, 67 percent of shoppers did not even know if their favorite retailer offered an app. Of the 25 percent who were aware of their favorite retailer's app, 52 percent had used it.
-See this Market Force press release
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