More Shoppers Than Ever Despise Going To The Grocery Store
Recently released customer satisfaction index isn't kind to the supermarket shopping experience.
The annual American Customer Satisfaction Index (ACSI) examines the implications of new customer satisfaction benchmarks for traditional and online retailers, including office suppliers, home improvement chains, and clothing, electronics, and book sellers. The report also covers supermarkets, drug stores, and Web retailers.
If you haven’t downloaded a copy of the 2015 ACSI Retail Report, don’t worry. It’s available here, but if you don’t have the time to read it—of if you’d rather spend an hour watching paint dry—here’s the big take away:
Supermarkets registered their lowest ACSI score in more than 10 years. According to the report, grocery store shoppers were the most unsatisfied with checkout speed and the quality of pharmacy services.
Interestingly, the report showed the things that irk in-store grocery shoppers—checkout speed and navigation—are the most highly rated experience benchmarks of online shopping.
So what can the grocery industry take away from this report? Grocery retailers are already building and adopting omni-channel solutions, but perhaps they should also take a page from Internet Retailers and find ways to innovate the checkout experience and make navigation easier by incorporating digital solutions in the aisle. Also, in an era of one-click transactions, supermarkets shouldn’t lose sight of the importance of their biggest asset: a helpful, courteous staff.