Customers reporting positive online grocery customer experiences were more than twice as likely to increase their usage of the service than those who had a negative experience, according to a recent Mercatus report conducted by Brick Meets Click.
Customers who had a negative experience were 2.6 times more likely to use a service less often than those with a positive experience. These customers were also 3.4 times more likely to switch to another service and 1.6 times more likely to stop using the type of service entirely.
"Grocery retailers who want to grow their online business need to improve the overall customer experience,” said Mark Fairhurst, VP of marketing at Mercatus, in a statement. “By providing a great experience, the first time and every time, grocery retailers can retain more current customers and fuel positive word-of-mouth advocacy that can attract others to try their online services.”
The report also found that the top two factors in a positive ecommerce grocery experiences were receiving products in good condition, followed closely by getting everything they ordered.
“When it comes to a positive egrocery experience, minimizing out-of-stocks is important but providing products in the condition that customers expect is essential,” said David Bishop, partner at Brick Meets Click, in a statement. “In other words, having the exact product ordered is good but ensuring that the ice cream is frozen when it arrives is even better. The reward for making improvements in the necessary operational areas can be substantial.”
The research also revealed several significant differences between pickup and delivery. Almost half of U.S. households used pickup in the past year compared to one-third for delivery. Pickup services also experience greater retention: two-thirds of the annual user base remained active during the past month versus only half for delivery.
This research and related report are the third volume in a three-part Omnichannel Shopper Behavior Report series analyzing what affects customer experience and how that impacts usage and customer attitudes.
Related: Consumers Shift Where, How They Buy; Grocers Continue to Invest in Shopper Experience