Costco tops list for quality in Consumer Reports customer survey
February 7, 2012
NEW — 6 a.m. Feb. 7, 2012
Issaquah-based Costco pleased shoppers more than other major retailers, Consumer Reports announced Tuesday.
The magazine surveyed more than 26,000 readers to compile the data. Customers told Consumer Reports about 55,108 shopping experiences at 10 retailers, including Costco, JCPenney, Macy’s, Target and Walmart. The survey respondents also detailed experiences at the retailers’ online outlets.
Costco emerged as the only chain to earn the top rating for overall merchandise quality, in brick-and-mortar stores and online. The warehouse chain also earned above-average scores in all 10 product categories, including electronics and jewelry.
Costco’s website performed better than warehouses on all counts except product quality. The website also received top marks for checkout, layout and product value.
Customers dinged Costco for below-average selection in warehouses, in-store service and the checkout experience, due to long lines. Shoppers also complained about Costco’s dearth of fitting rooms.
In addition to store ratings, the report also includes Consumer Reports reader scores for the product offerings at all major stores, including clothing, jewelry, hardware, home decor, kitchenware, electronics, sporting goods and toys.
The complete survey results appear in the March issue of Consumer Reports.
Costco is the largest employer in Issaquah. The company employs about 2,700 people in Issaquah corporate offices and at the flagship warehouse in Pickering Place.