ICLP, global loyalty marketing agency and part of the Collinson Group, surveyed 1,000+ U.S. consumers to learn their top-six preferred big-box retailers – Amazon, Walmart, Target, Nike, Macy's and Kohl's – and then analyzed how each is performing when it comes to personalizing the customer experience. Personalization, the act of tailoring the shopping journey through three key facets – proper communications, understanding of preferences, and relevant rewards – is paramount for attaining and maintaining customer loyalty.