New study reveals supermarkets outshine Amazon and mass retailers in online food shopping satisfaction, boasting a 4.40 overall rating on a five-point scale. However, younger generations report lower satisfaction levels, urging grocers to innovate and improve their online experience.
LAKE SUCCESS, N.Y., May 11, 2023 /PRNewswire-PRWeb/ -- The Feedback Group, a leader in providing actionable stakeholder feedback, today released findings from new national research conducted with 1,000 online food shoppers about their experience shopping for food and groceries.
Supermarkets Top Choice in Online Food Shopping Satisfaction, Outpacing Amazon and Mass Retailers
Supermarkets topped the list with an impressive overall satisfaction rating of 4.40 on a five-point scale. Amazon followed closely behind with a score of 4.30, while Mass retailers, primarily Walmart and Target, secured third place at 4.26. The research further indicated that Value-oriented stores, such as Aldi, Lidl, and Grocery Outlet, achieved a rating of 4.11, followed by Club stores at 3.99, and Dollar stores rounded off the list with a 3.90 overall satisfaction score. Across all shoppers, the overall satisfaction score was 4.21.
Brian Numainville, a principal with The Feedback Group, commented, "The study findings emphasize the strong performance of supermarkets and Amazon in providing customers with a satisfying online food shopping experience. Mass retailers also demonstrate strong customer satisfaction levels. In contrast, Value-oriented, Club, and particularly Dollar stores lag behind in satisfying consumer needs, with the results revealing a clear distinction between the top and bottom performers. Supermarkets clearly have benefitted from their investments in online food shopping capability improvements over the last several years."
Younger Shoppers Far Less Satisfied with the Online Grocery Experience
The study uncovers considerable generational differences in satisfaction with online shopping. Boomers are most satisfied, giving a 4.40 rating of their most recent experience. Generation X follows distantly with a 4.21 rating, while Millennials demonstrate a lower satisfaction level of 4.10. Overall satisfaction among Generation Z respondents is an even-lower 3.95 out of five.
"These results should motivate grocers to keep innovating when it comes to their online shopping experience," observed Doug Madenberg, Chief Listening Officer of The Feedback Group. "Younger consumers – our future core customers – are active on so many digital platforms, eCommerce and otherwise, resulting in higher expectations than those of older shoppers."
Shoppers Positive About the Online User Interface but Key Experience Touchpoints Need Improvement
Overall, nearly nine out of ten shoppers felt positive about the online user experience after ordering. However, online food shoppers expressed mixed feelings about their most recent online grocery provider as it related to various aspects of their online shopping experience. When asked if their online shopping service provides fair pricing given the convenience it offers, the average rating was a marginal 4.02 on a 5-point agreement scale. Additionally, shoppers feel that their chosen online provider only moderately values them as a frequent customer, as reflected in a 3.99 rating. In terms of personalization, the study showed that customers perceive their online grocery provider's understanding of their tastes and preferences to be somewhat lacking, with a 3.88 rating. Furthermore, when it comes to confidence in item availability when ordering, customers expressed concerns, as evidenced by a 3.84 rating, suggesting that online grocery providers need to address stock level issues to meet customer expectations more consistently.
Purchasing Fresh Produce Online: High Demand Meets Low Confidence in Quality
Nearly eight out of ten online shoppers purchase grocery online, while more than five in ten purchase produce and meat, and nearly five in ten buy dairy, bakery, and deli. While produce leads the fresh departments purchased online (57% purchase), it also shows the lowest shopper confidence in quality, and falls short of highest quality standards more than any other fresh category.
Urban, Suburban, and Rural Consumers Exhibit Unique Online Grocery Shopping Habits
Comparing the online shopping habits of urban, suburban, and rural shoppers, the study reveals distinct online shopping preferences and behaviors. Urban shoppers show the highest inclination towards online shopping, with 49% planning to increase their frequency in the next year, and 58% using delivery services. More than half (54%) have their orders fulfilled by Instacart, DoorDash, or Shipt. Suburban shoppers are slightly less inclined towards increasing their online shopping, with 42% planning to shop more online, and 57% choosing pick-up services. For this group, 45% have their orders fulfilled by the same major delivery services. Rural shoppers exhibit the most conservative online shopping habits, with only 40% planning to increase their online shopping, and 63% using pick-up services. Only 31% of rural shopper orders are fulfilled by Instacart, DoorDash, or Shipt.
The research findings are available to supermarket retailers, distributors and other food industry companies. Please visit the Feedback Group website for more information.
About The Feedback Group
The Feedback Group offers a broad spectrum of research, consumer insight, and consulting services. As a 360-degree listening partner, The Feedback Group provides services include employee experience assessments, customer satisfaction programs, and consumer perception studies, as well as national, regional and local shopper studies. For more information, visit feedbackgroup.com.
Media Contact
Brian Numainville, The Feedback Group, 1 516-829-4200 Ext: 115, [email protected]
SOURCE The Feedback Group
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