Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

What customers want from grocery retailers

The survey of more than 16,000 consumers in the US and Canada found that, while an overwhelming 97% of consumers said that they value good customer service at a grocery store, 44% said that today's grocery stores aren't delivering on that expectation.

"It's important for grocery stores and supermarkets to focus on developing excellent customer experiences today," said Brian Jones, vice president of Grocery and Consumer Packaged Goods at Empathica. "Supermarket chains, in particular, often maintain similar prices and offerings. Experiences are what differentiate one retailer from the next. Understanding the key elements of the experience that drive loyalty can give a supermarket the edge, enabling them to build out better offerings."

The survey looked specifically at what consumers value in their grocery experience, and how those expectations are being met (or not) by grocery stores. The results revealed that grocery store qualities that continue to disappoint and "never" or "only sometimes" meet their expectations included:

1. Checkout lanes and lines (55.9%);
2. Customer service (44.1%);
3. Selection of fresh meats (42.2%);
4. Selection of fruits and vegetables (42.1%);
5. Selection of fresh seafood (41.7%);
6. Modern, updated stores (41.5%).

While grocery retailers do face a number of challenges in delivering the optimal customer experience, the research showed that when asked specifically about their grocer of choice, consumers are generally satisfied, with more than half of respondents (57%) indicating that their primary grocer is increasingly making active attempts to cater to their needs.

The survey also showed that delivering an excellent grocery experience is increasingly important for word-of-mouth (WoM) marketing. Nearly three-quarters of consumers said they would promote a grocery store or share positive experiences with others if they had a great experience. Seventy-two percent of women and 66% of men indicated they would make a recommendation if they had a great experience.

Men and women differ in their actions and expectations of grocery experiences in other ways as well. The study found that, while having knowledgeable employees is the most significant factor contributing to a great grocery experience, women valued this slightly more than men. Seventy-two percent of women and 65% of men feel it's 'very important' for employees to be knowledgeable about the products they sell. Similarly, 69% of women feel that having employees available to answer questions is a very important aspect of the shopping experience. Fewer men (59%) consider this to be very important.

"Employees should understand that consumers have different expectations for service," explained Jones. "If grocery stores are going to deliver more personalised service, they need to be equipped with an understanding of the products they are selling, not just knowing how to direct customers to find and buy them efficiently. This is particularly important in serving women, it seems."

Finally, the survey noted that 23% of women indicated that "an easy-to-use website" is very important to them, while only 17% of men feel the same way. Similarly, 14% of women and only 11% of men believe that in-store information kiosks offering product information, coupons and recipes are very important.

"It can be a challenge for grocers to manage an environment that has a distinct fault line across age, gender and other characteristics like loyalty," said Jones. "Some consumers may demand engagement and new experiences at grocery stores, while those who have been loyal for years often resist change. Grocers must consider all demographics by having regular contact with customers and obtaining feedback directly."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)