By  on February 16, 2015

J. Crew, Nike, Marshall’s and TJ Maxx, Wal-Mart, Home Depot, Whole Foods, Amazon.com, Costco and Dick’s all ranked in the No. 1 spot of their respective retail categories based on their ability to meet customers’ expectations better than the competition, according to a survey by Brand Keys, the New York-based brand engagement and customer loyalty research consultancy.


The 2015 Customer Loyalty Engagement Index found that the gap between what consumers expect and what brands deliver is bigger and driven almost entirely by emotional values, such as “is this brand for me?” or “does this brand understand me?” Brand Keys has been tracking consumers’ expectations for 20 years. According to the index, consumer expectations have jumped nearly 23 percent over 2014 but brands have only managed to improve their ability to satisfy those expectations by 5 percent.

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