Study: What grocers satisfy customers the most (and least)?

When it comes to customer experience, not all grocery chains are created equal.



According to the new Customer Quotient (CQ) survey from global customer intelligence agency C Space, Trader Joe’s is the most customer-centric grocer. Conversely, Shaw’s scored the lowest of 27 options.



More than 500 shoppers from across the U.S. were asked to choose a grocery store they felt really understood them – their shopping habits, needs and values – and a grocery store they felt had bad customer intuition. They were then asked to rate both selections on 15 attributes. Trader Joe’s topped all grocery retailers, followed closely by Wegman’s, Publix, Hy-Vee and Sprouts.



Trader Joe’s got particularly high marks for its shopper loyalty. This is despite the fact the retailer does not currently offer a loyalty program. Respondents noted they’re most likely to continue purchasing products from Trader Joe’s because they hire friendly and helpful employees, provide an enjoyable in-store experience and a unique and curated product selection.



Interestingly, the study showed that overall, loyalty programs make little to no difference in whether a company is seen as being customer-centric. While loyalty programs may generate short-term business, customers will leave a grocer as soon as they’re presented with an option better suited towards their needs, regardless of loyalty offerings.



On the flip side, respondents had few positive things to say about Shaw’s. Shoppers noted the chain’s lack of cleanliness, organization, a poor selection of products, negative attitudes among employees and being out of step with local needs. Coming in just before Shaw’s at the bottom of the ranking were Price Chopper, Walmart, Star Market and local, independent grocers.



“Understanding consumers has never been more vital,” said Charles Trevail, CEO of C Space. “The grocery industry is a crowded space and consumers have many choices. Proving that you really ‘get them’ and care about meeting their needs is becoming a critical differentiator between competitors – regardless of industry.”