Bass Pro Shops falls short in US customer ‘loyalty’ league

Bass Pro Shops recorded below average customer loyalty scores in a report that identifies the top ten US retailers in the second quarter of this year.

The report, by Inmarket, is based on average return visits per customer. And while Walmart, Fred Meyer and Maijer recorded scores of 3.22, 2.62 and 2.58 respectively, Bass Pro Shops scored 1.10 at the lower end of the loyalty ‘league.’ The average score for all retailers was 1.33.

Inmarket reports that Bass Pro Shops, which has almost 100 stores, may have seen a decrease in visits as it opted to return online orders directly through shipping carriers rather than through stores.

In addition, with refund requests increasing more than 20%, it may have missed an opportunity to capture impulse-buy consumers who could have visited stores to return items.

Among the higher scoring companies, hypermarket chain Fred Meyer jumped above other retailers due to its efforts to incentivise customers to get vaccinated at its locations by offering $1 million prizes and free groceries.

Home improvement companies Lowes and Home Depot both spent more than $1 billion to upgrade their technology, expand fulfillment networks and further develop omni-channel offerings, and saw curbside pick-up and delivery attract more repeat customers.