2025 WOW Study on Customer Experience in Quebec

This report presents the findings of the 2025 WOW study, which evaluates the in-store customer experience across Quebec. It assesses various performance indicators specific to retail businesses and ranks retailers based on their customer experience. The study includes surveys from over 16,000 Quebec residents who provided feedback on their experiences at more than 350 retail locations. The report details the strengths and weaknesses of these retailers, identifies major irritants faced by customers, and outlines the methodology used for data collection, which took place from October 3 to November 13, 2024. Additionally, it discusses the WOW Index, a benchmark that measures customer experience across 23 dimensions, and provides a comprehensive ranking of 242 retailers from 26 sectors. The findings aim to inform retailers about their performance and areas for improvement in enhancing customer satisfaction.