Target, Walmart, and Albertson’s are overall top performers when it comes to “buy online, pick-up in store” (BOPIS) and ecommerce experience trends across the grocery industry, show the findings of an Ipsos study.
The report looked at 17 grocers, from Albertson’s and Aldi to Walmart and Whole Foods Market.
“From online ordering to meal delivery services, what started during Covid-19 as a necessity has morphed into a method of shopping that people didn’t realize they needed in their everyday lives,” said Silvana Daehn, VP with Ipsos’ Channel Performance practice, in a statement. “Big-box retailers who sell groceries are making significant ecommerce and infrastructure investments to streamline the ordering and fulfillment processes, from signage and parking to staffing. Their goal is to make the buying of groceries and other household items a single, seamless transaction. Pure-play grocers need to invest to keep up.”
Ipsos’ report draws on a fall 2023 survey of 1,200 Americans, a series of mystery shopping experiences, and an analysis and ranking of key purchase consideration drivers across online, BOPIS, and curbside pick-up shopping journeys.
Across different shopping methods, rankings varied.
For the delivery category, respondents viewed Whole Foods Market as the grocer with the best communication (with 83 percent “very satisfied”), while Albertson’s was the brand shoppers said they were most likely to buy from again (61 percent extremely likely to use again).
For curbside pickup, Albertson’s ranked highest (with 97 percent very satisfied), while Amazon Fresh was the brand that shoppers said they were most likely to use again (76 percent extremely likely to use again).
Along with category rankings, the report identified pain points in the customer experience and the amenities that shoppers say they value the most. Reliability and accuracy emerged as key factors in these rankings.
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