Notes and Thoughts on Grocery 2.0

Consumer satisfaction with the top 100 e-commerce sites dropped 3 percent this spring versus the same period in 2008, according to the Top 100 Online Retail Satisfaction Index from ForeSee Results and FGI Research. Sites like apple.com, dell.com, crateandbarrel.com and toysrus.com all showed decreases, most likely due to an increasing lack of customer focus in an industry that’s been strongly affected by the weak economy.

“When times get tough some retailers continue to focus on the customer, others go into their cost-cutting mode. It’s more about not improving,” said Larry Freed, Foresee Results President and CEO.

Those who have benefited most have capitalized on shifting consumer concerns for affordability and convenience. Discount retailers like Costco, Target and Wal-Mart, and others, like grocery e-commerce site Peapod.com, showed significant increases in consumer satisfaction versus last year.

Consumers expect to be catered to by retailers, through enhanced value in product offerings and consistent online services. “A valued customer pays back dividends, not only in loyalty, but in long-term recommendations,” said Freed.

Although the report, which analyzed data from over 20,000 respondents, covers only 94 e-commerce sites, retailers should consider the findings indicative of what their consumers expect from them to be satisfied with their shopping experience. Furthermore, retailers should consider who is currently exceeding those expectations.

When consumers make their recommendations, are they recommending you or your competitor?

Rachel

I’ve been reading a number of survey results from many of the organizations and news mags that track grocery retail. The surveys are very telling and of interest to grocery retailers and suppliers alike, especially these days. How better to find out what customers and potential customers want than to ask, right?

So, when asked “what are the things you look for when choosing a supermarket?” Price is on the list of course, but it’s not as cut and dry as that. Convenience was still high on the list. So is customer service. To sum it up, what do consumers want from their grocery store? Fresh food at good prices that are easy to buy while I’m greeted with a smile.

Retailers with a comprehensive approach using Best Practices to deliver these expectations will win the battle for consumers. Best practices are the sweet spot of an eGrocery program.

Provide consumers with the convenience of online grocery shopping. Display your online circular and sale prices in a way that allows them to add sale items directly to their cart. Provide the best in customer service by training your employees to be your customer’s personal shopper, providing best practices of successful programs.

You’ll win the battle to maintain customer loyalty, boost your conversion rates, and increase basket size.

Dave Dec