A recent national research study conducted by The Feedback Group sheds light on online food shoppers’ satisfaction and preferences. The study reveals that supermarkets are the top choice for online food shopping, outperforming Amazon and mass retailers like Walmart and Target.
Supermarkets received an impressive overall satisfaction rating of 4.40 out of 5, closely followed by Amazon at 4.30. Value-oriented stores, club stores, and dollar stores ranked lower on the satisfaction scale. The study also highlights significant generational differences, with younger shoppers expressing less satisfaction with the online grocery experience compared to older generations. While online shoppers generally had a positive view of the user interface, there were areas for improvement identified, such as fair pricing, personalized experiences, and confidence in item availability.
Additionally, the study found that purchasing fresh produce online is in high demand but faces challenges related to quality. The research provides valuable insights for supermarket retailers and food industry companies to enhance their online shopping experiences.