Forrester’s new Total Experience Score, Brand Experience Index (BX Index™), and Customer Experience Index (CX Index™) scores for 42 US retailers reveal that their brand promises are lackluster and CX continues to decline. We also identify the key drivers of BX and CX, the top levers of trust, and the emotions that most affect retailers’ ability to win and serve customers. CX, marketing, and digital business leaders can use these findings to understand their market dynamics and how to improve customer loyalty.