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Forbes reports that there is a difference between how Baby Boomers and Millennials rate companies in terms of customer service - though Amazon and Nordstrom seem to provide some sort of common ground for both generations.

A new ranking by Prosper says that Millennials believe that the best customer service is offered by Amazon, followed by Victoria's Secret, Best Buy, Nordstrom and Macy's.

Baby Boomers, on the other hand, put LL Bean first, followed by Amazon, and then by Kohl's, JC Penney and Nordstrom.
KC's View:
The analysis seems to suggest that there is a "vast disparity" between the two generations' preferences, but I don't think it is as wide as all that. After all, one of the things that almost all these companies share is a commitment to omnichannel retailing - that's certainly an enormous priority for LL Bean and Nordstrom ... and while Amazon isn't omnichannel, it may be the outlier in this area simply because of its disruptive essence. LL Bean probably only outranks Amazon with Baby Boomers because people my age are highly aware of its "you can return anything, anytime" guarantee.