Five tips for measuring grocery guest experience

The competitive grocery space has experienced so many changes in just the last 12 months. Big players like Safeway and Albertson’s have merged. The Whole Foods value proposition has been challenged by consumers who want great food at lower prices. Regional players like Publix have captured market share. And then there’s the big squeeze from mass merchandisers like Walmart and convenience stores like QuickTrip.

In this dynamic and competitive landscape, keeping the focus on your customers and delivering to your brand standards can be challenging. So to help you do that, let me offer five tips for measuring customer experience in the grocery industry. These tips come from our most recent grocery research and some of our customers in this space, like Aldi

  • Pay close attention to the checkout experience. Cashier courtesy, bagging, and efficiency of line management really matter to grocery consumers. We’ve found that consumers are forgiving if they feel lines are being managed well, tills are open, and cashiers continue to be courteous even in the face of long lines.
  • Let the specialty departments be the face of your brand. In our panel research and client programs we’ve validated over and over the importance of service in the specialty departments. Product knowledge and suggestions are very important to delivering a great experience and can help you differentiate.
  • Solve problems. When customers have a problem, your staff need to be empowered to solve those problems, either on the floor, at the service counter, at the till, or in the contact center. Make sure you’ve trained staff on common issues and how to solve them, and the helpful and professional attitude that must be maintained.
  • Be squeaky clean. You know this, but let me emphasize the impact your store’s appearance has on your customers. A bright shiny floor and squeaky clean bathroom tells customers that you’re handling their food properly—and when they’re buying fresh produce, meat and seafood, that really matters.
  • Make sure your customers receive consistent messaging online and in-store. Whatever you say online needs to be honored in the store. Coupon redemption, loyalty card points, special product promotions—whatever consumers read online or in the store must match. If they don’t, you’ll confuse or anger your customers and hurt your brand. Consider using customer journey mapping to help you understand the customer’s omnichannel experience. 

I hope you enjoyed these five tips for managing the grocery customer’s experience and your own brand reputation. Good luck!

Jay Little is a Director of Strategic Relations at Market Force Information and has over 10 years’ experience working with some of the biggest brands in the UK. He oversees the team of Key Account Managers who will help your business understand the key drivers & insights that will drive the biggest ROI, either in loyalty or financial return.

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To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

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