In a March 2017 shopper satisfaction survey conducted by Market Force Information® (Market Force), two supermarket chains tied for first place – Publix and Wegmans. Trader Joe’s was a very close second followed by Texas based H-E-B.
With the exception of value, Walmart was ranked at or near the bottom in almost all categorizes.
Publix Stores are Cleanest, Trader Joe’s Cashiers are Most Courteous
Key factors setting one grocer apart from the others includes –
–Value was led by Aldi, followed by WinCo Foods and Costco.
–Courteous cashiers where Trader Joe’s scored highest
–Clean stores and fastest checkout speeds where Publix ranked highest.
–Find the items they want, a category where Publix was a clear leader.
–Specialty department service with Publix and Wegman’s in the top spots,
Customers Seek Value Consumers use circulars, coupons and Supermarket apps to save money.
Produce Most Popular Organic Product
Consumer preference for local and organic choices at the grocery store are holding steady, with 58% of shoppers indicating that locally sourced meat, produce and dairy products are important. Half said they prefer organic when given a choice, and 93% had purchased organic produce in the past 30 days, making it the most popular organic item, followed by meat, dairy and packaged dry goods. Baby products and paper products were the least bought organic offerings.
Convenience is Driving Tech Trends
Increasingly, shoppers are filling up their shopping carts online rather than in the store. Market Force found services such as click-and-collect (buy online and pick up at store) and online ordering with home delivery are being embraced across all age groups, particularly millennials.
The use of click-and-collect has more than doubled since 2016, with 9% saying they’ve tried it, compared to 4% in 2016. Of those, 78% were satisfied or very satisfied with the experience. Most click-and-collect shoppers use the service at Walmart, followed by Kroger, Sam’s Club and Harris Teeter. Twenty-six percent are frequent users, taking advantage of click-and-collect at least monthly.
Home delivery services are also growing in popularity – 18% said they’ve used grocery home delivery, compared to 15% in 2016. Most are using the service through general online retailers such as Amazon and Jet. However, one-fifth were less than satisfied with the experience, leaving ample room for improvement.
Private Label is Often Recognized and Preferred.
The majority of customers were aware that their supermarket offered a selection of Private Label Products with a national recognition average at 82%. In some categories including Bakery, Meat, Dairy, Produce and Canned Foods the customers preferred the Private Label offerings to national brands.
According to the 2017 Temkin Experience Ratings, Supermarkets to lead many consumer categories with the highest overall levels of satisfaction based on these three criteria.
- Success: How well do experiences meet customers’ needs?
- Effort: How easy is it for customers to do what they want to do?
- Emotion: How do customers feel about the experiences?