New study aims to better understand what customers want from a food shopping experience

Customer data science company, dunnhumby, and Retail Week have partnered on a study to better understand what customers want from a food shopping experience.

In the study titled: Grocery CX: Driving loyalty in a disloyal market, 2,000 UK consumers were asked about their in-store and online retail grocery experiences.

The research identified that customers feel ‘most loyal to’ Ocado and Tesco for their online shopping experience, while M&S and Waitrose generated the strongest feelings of loyalty in store.

The survey found distinctions between emotional and behavioural loyalty. Respondents rated ‘shopping with a retailer that offers a loyalty scheme’ as being more important than ‘feeling loyal’ towards a retailer.

Two-thirds of respondents with a Tesco Clubcard claimed they would be more likely to shop in store with Tesco.

Guillaume Bacuvier, CEO of dunnhumby, said: “The findings highlight the importance of getting the basics right: customers expect freshness, a good range of products and value for money as standard.

A strong online offering is also critical, as customers increasingly shop both in store and online and expect a convenient, personalised experience across all touchpoints.”

Download the report here.

Source: Research Live

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