Study places TGT on top

The consulting firm L.E.K. is out with a new study called the Retailer Preference Index, and Target was the topped ranked chain in the mass merchandiser channel. The index was based on a survey of 3,000 consumers conducted in October and ranked retailers on a scale of 100. Target scored 68.1 compared with Walmart at 65.9 and Kmart at 61.1. The firm noted that the index quantifies how retailers rank in certain categories such as shopability, value and loyalty incentives, so as to provide insights into strategic positioning relative to competitors.

“Target was the clear winner for mass merchandisers, rating above average on key drivers such as product quality, store navigation and brand variety, but shoppers recognized Walmart for having better bargains,” according to the study. “Reflecting its lower ranking, Kmart scored poorly across most key purchasing criteria in this category when compared to the competition.”

The index ranked retailers in 20 segments. In the department store channel Kohl’s was tops with a score of 67.7, followed by JCPenney (65.5), Macy’s (65.2), Dillard’s (62.3) and Sears (61.7).