Hardware Retailing The Industry's Source for Insights and Information
Ace Hardware and Menards recently earned the highest scores in the customer experience (CX) category in Market Force Information’s 2025 Home Improvement Retail Benchmark Study. The two companies outperformed national big box competitors on factors surrounding loyalty, including helpful staff, store ease and trust.
Over 1,000 U.S. consumers participated in the 2025 study, with nearly 70% reporting household incomes over $50,000, around half identifying as DIY enthusiasts and another 26% reporting they buy materials but hire professionals—a sign that both do-it-yourself and do-it-for-me segments are influencing growth.
Home Depot still leads in purchase share at 45.9%, followed by Lowe’s at 31.8%, but customers are emphasizing the importance of service over scale. Both Ace Hardware and Menards posted industry-leading CX scores of 58.0 and 57.7 respectively, surpassing the industry average. Ace earned the top spot in the assistance availability and satisfaction with help received categories.
“This year’s results show that great experiences still beat great advertising,” says David Murray, senior director of customer experience strategy at Market Force Information. “Shoppers reward brands that make their lives easier—clean stores, fast checkouts, helpful staff and real value. That’s where Ace and Menards shine.”
Menards excelled in the store layout, product variety and price competitiveness categories. The company also earned a 4.54 score on the Customer Loyalty Index, just under Ace’s top score of 4.61. Menards surpassed ace on the brand trust scale, earning a 4.38 score, while Ace earned a 4.29, both significantly higher than big box competition.
Overall, the study found consumers are prioritizing location convenience, value and competitive pricing, positive prior experience and rewards and loyalty programs when choosing a home improvement store. Ease of finding items, store layout and price transparency are also ongoing frustrations in the industry, areas where Ace and Menards excel.
