Americans' overall satisfaction with shopping the supermarket channel online was rated at 4.4 on a five-point scale, with Amazon following at 4.3, according to research from The Feedback Group, a consumer insights company. Its survey was fielded across the country and included 1,000 food shoppers.
Behind Amazon, were mass retailers, like Walmart and Target that secured a rating of 4.26. The research 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 with a 3.9 overall satisfaction score.
“The study findings emphasize the strong performance of supermarkets and Amazon in providing customers with a satisfying online food shopping experience,” said Brian Numainville, a principal with The Feedback Group, in a statement. “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.”
Broken out by generation, Boomers are most satisfied with their online grocery experience, while younger generations tend to be much less satisfied: where Boomers gave a satisfaction rating of 4.4 out of 5, Gen Z responded with a 3.95 out of five. Gen X and Millennials also scored lower than Boomers.
“These results should motivate grocers to keep innovating when it comes to their online shopping experience,” said Doug Madenberg, chief listening officer of The Feedback Group, in a statement. “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.”
Related: April Inflation Rose Less Than Expected; Video: Hallie Bonnar on the Changing Retail Marketing Landscape