Just last month, a report that Walmart “indexes higher” amongst Millennials than with their parents caused some surprise—but now there’s another report here to tell you that Millennials might shop at Walmart, but they don’t LOVE Walmart.

Just last month, a report that Walmart “indexes higher” amongst Millennials than with their parents caused some surprise—but now there’s another report here to tell you that Millennials might shop at Walmart, but they don’t LOVE Walmart. The retailer’s score in a metric of customer loyalty and satisfaction among younger shoppers is actually below average, and competitor Target outpaced them in 24 out of 25 scored categories. Amazon’s overall score was over 40% higher than Walmart’s. (Forbes)