2025 WOW Study on In-Store Customer Experience in Quebec

This report presents the findings of the 2025 WOW study, which evaluates in-store customer experiences across Quebec. The study assesses various performance indicators specific to retail businesses, revealing the rankings of retailers that provide the best in-store experiences. It identifies strengths, weaknesses, and common irritants faced by customers during their visits. The study involved surveys conducted with over 16,000 Quebec residents who rated approximately 242 retailers from 26 different sectors. Each retailer was evaluated by around 400 respondents who had recently visited their stores. The data collection occurred from October 3 to November 13, 2024, and results were weighted to ensure a representative sample. The WOW Index, a key metric in this study, measures customer experience across 16 dimensions, including product quality, service efficiency, and store ambiance, resulting in scores ranging from 0 to 100. The report provides detailed insights into the customer journey and highlights the top-performing retailers in Quebec for 2025.