Ace and Menards lead in overall satisfaction in Market Force home improvement study
Big-box stores are losing ground when it comes to the customer experience.
Ace Hardware and Menards earned the highest Customer Experience scores in Market Force Information's 2025 Home Improvement Retail Benchmark Study, outperforming national big-box competitors on the factors most tied to loyalty: helpful staff, store ease and trust.
While Menards and Ace lead in overall satisfaction, Home Depot and Lowe's maintain share advantage due to scale and convenience. Home Depot continues to lead purchase share at 45.9%, followed by Lowe's at 31.8%. But, consumer feedback signals a shift — service and confidence are increasingly determining where shoppers choose to spend, the study noted.
Both Ace Hardware and Menards posted industry-leading CX scores — 58.0 and 57.7 respectively, far above the industry average. Ace, in particular, lives up to its tagline as "The Helpful Place," topping all brands in assistance availability (55.8%) and satisfaction with help received.
Menards also stands out for store layout, product variety, and price competitiveness, outperforming even the national giants in areas where shoppers traditionally report the most frustration.
Other findings from the study are below:
•When it comes to loyalty, Ace Hardware narrowly tops the Customer Loyalty Index with a 4.61, just edging Menards (4.54) and Lowe's (4.50).
•On brand trust, Menards (4.38) surpasses Ace (4.29), but both brands leave a sizable gap over big box rivals.
•As to what matters most, the study found that consumers continue to prioritize location convenience; value and competitive pricing; positive prior experience; and rewards and loyalty programs
"This year's results show that great experiences still beat great advertising," said David Murray, senior director of customer experience strategy at Market Force Information. "Shoppers reward brands that make their lives easier — clean stores, fast checkouts, helpful staff and real value. That's where Ace and Menards shine."
More than 1,000 U.S. consumers participated in the 2025 study, nearly 70% with household incomes over $50,000. Half identified as DIY enthusiasts, while another 26% buy materials but hire professionals— a sign that both do-it-yourself and do-it-for-me segments are fueling growth.
