As consumers look for convenient ways to purchase supermarket items, both from fresh departments and center store, online ordering provides an alterative way to shop. While in the past there were many challenges associated with shopping online, today the availability of the Internet and smartphones, coupled with greater consumer acceptance, allows for a plethora of opportunities.
In our 2014 U.S. Supermarket Experience Study, it became very evident that creating engagement between shoppers and their supermarket is key to trip satisfaction, store shopping enjoyment and willingness to recommend.
Recently I have been dealing with a significant customer service issue. What is most amazing to me is the wide variety of experiences I have encountered in dealing with multiple individuals across several departments.
I recently presented a breakout session at the 49th Annual Western University Food Marketing Conference. The topic was, “Creating a Positive Shopping Experience – The Interplay of Fun, Fast and Value.” The foundation for this presentation came from our annual Supermarket Experience Study. Below are some of the highlights from the presentation.
We recently released our annual study of supermarket shoppers across the United States. In its sixth year, the study found that supermarkets continue to generate high satisfaction among their shoppers, scoring an average of 4.45 on a five-point scale, where five is highest. The supermarket channel continues to show strength in cleanliness, cashier friendliness, checkout experience, sales promotions, grocery variety and fresh foods. This results in a high degree of overall trip satisfaction among shoppers, coupled with nine out of ten of shoppers indicating a willingness to recommend their primary store to other shoppers. Our research also illustrates the importance of a fun and exciting shopping environment but not to the detriment of speed and value.
I recently authored an article for The Shelby Report and wanted to share it here as well. We live in a world of rapid change. As technology continues to evolve, new retail concepts come to light and innovative ideas surface, what does the future hold for food retailers? I recently reflected on some interesting concepts and ideas that have the possibility to impact our business. While some of these are closer to reality today than others, all of them are worth considering.
In today’s fast-paced and quickly changing world, one of the most important things an organization can do is listen to its stakeholders. Whether it is a business listening to shoppers, a religious institution hearing those in the congregation, or a nonprofit asking donors for input on the direction of the organization, it is critical to glean these critical insights before taking action.
One question we often get asked is about the relevance of various research methods. What we find is that best-in-class retailers seek and respond to feedback from all key stakeholders – including primary customers, secondary and non-shoppers, employees, and trade partners. Each of these constituent groups provides valuable information about a retailer’s business, as well as that of the competitors. And there are a variety of research tools that can all play a part in the process!
Recently I wrote a guest blog for Brick Meets Click (www.brickmeetsclick) on how technology can be used to bring a personal touch back to retail. Specifically, the focus was how automated customer feedback programs can be used to connect with shoppers. Please find the blog entry reprinted below as I really wanted to be sure that RFG clients had a chance to read this as well. And, please check out Brick Meets Click for compelling thoughts on the future of retailing!
Supermarkets often have strong ties to the community they serve. While we often think of this support in the month of December, when many charitable organizations tug at us to support their cause, community support is important year round. In the Retail Feedback Group’s 2012 Supermarket Experience Survey, we found that 28% of shoppers report that the supermarkets they recently visited are very involved in supporting the local community. In addition, 36% believe their stores are somewhat involved while just 4% indicate that their supermarkets are not too involved.