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Survey crowns Nordstrom as most-favored retail chain
The study of more than 4,000 consumers was designed to uncover which
fashion retail chains they like most, as well as why they prefer one to
another. It also ranked the top retailers in five different fashion
sub-categories, where Nordstrom emerged as the favorite for business
wear and evening wear, Kohl's for casual wear and children's clothes,
and Dick's Sporting Goods for sports apparel.
"Nordstrom has cultivated a distinctive brand over the past century, and while it's known for its selection of designer clothing, its real claim to fame is quality customer service," said Janet Eden-Harris, chief marketing officer for Market Force. "We weren't hugely surprised to see Nordstrom and Kohl's rank one and two in this year's study, since both brands share a customer-centric approach that breeds loyalty, recommendations and customer delight."
Market Force also looked at how the favorite fashion retailers compared in various attributes to determine if they set apart the leaders from the rest. Crowd-favorite Nordstrom led in six of the eight attributes, from great service to merchandise selection. Banana Republic ranked second in the influential customer service category, followed by American Eagle Outfitters, a brand that performed consistently well across the board. Off-price retailers Ross, T.J. Maxx and Marshalls earned the highest marks for their value, while Kohl's was lauded for its loyalty program.
"While all of these attributes combined provide a structure for an excellent customer experience, we discovered that a liberal return policy is the attribute that matters most to consumers," said Eden-Harris. "Retailers that recognize customer service doesn't end once a purchase is made have the ability to build a longstanding, trusting relationship with their customers."
"Nordstrom has cultivated a distinctive brand over the past century, and while it's known for its selection of designer clothing, its real claim to fame is quality customer service," said Janet Eden-Harris, chief marketing officer for Market Force. "We weren't hugely surprised to see Nordstrom and Kohl's rank one and two in this year's study, since both brands share a customer-centric approach that breeds loyalty, recommendations and customer delight."
Market Force also looked at how the favorite fashion retailers compared in various attributes to determine if they set apart the leaders from the rest. Crowd-favorite Nordstrom led in six of the eight attributes, from great service to merchandise selection. Banana Republic ranked second in the influential customer service category, followed by American Eagle Outfitters, a brand that performed consistently well across the board. Off-price retailers Ross, T.J. Maxx and Marshalls earned the highest marks for their value, while Kohl's was lauded for its loyalty program.
"While all of these attributes combined provide a structure for an excellent customer experience, we discovered that a liberal return policy is the attribute that matters most to consumers," said Eden-Harris. "Retailers that recognize customer service doesn't end once a purchase is made have the ability to build a longstanding, trusting relationship with their customers."
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