According to Wave 3 of global research firm Ipsos’ “E-Commerce Experience Report,” H-E-B, Publix Super Markets and Aldi provide the best e-commerce experience among grocers, the three regional players outperforming large grocery chains in this area. The mystery shopping study ranked nationwide brands on their fulfillment of online orders for pickup.
Ipsos’ report found that 78% of Americans have increased their use of in-store and curbside pickup options since the pandemic began last year. Even as the pandemic recedes, 69% of those surveyed said that they expect to continue using e-commerce options at the same levels, if not higher.
“As we continue to see the adoption and usage of digital offerings rise, it is critical for brands to ensure a seamless and safe end-to-end e-commerce experience to keep customers coming back,” noted Carlos Aragon, VP of Ipsos Channel Performance. “Knowing which brands are leading the pack – and more importantly, why – is critical to succeeding in the e-commerce economy.”
Relying on consumer feedback at 14 grocery chains, Ipsos found the top brands fulfilling online orders through pickup to be as follows:
Meanwhile, among 12 nationwide food and beverage brands Chipotle, Panda Express and Subway ranked highest for online ordering and pickups/drive-thrus.
Ipsos uncovered a few common themes regarding areas where consumers believe that retailers could improve:
Leveraging results from its consumer survey of 2,000 Americans, Ipsos’ Drivers Analysis determined which pickup attributes are table stakes, which are key differentiators and which are unimportant. Then, using data from 100 mystery shops per brand, the company measured how well major brands across the United States are performing on five key performance indicators: user experiences of brands’ online and/or mobile ordering platforms, accuracy of orders and standards of product quality, how wait times were affected by order volumes, whether pickup instructions were followed by associates, and the availability of menu items and inclusion in online orders.
Founded in France in 1975, Paris-based Ipsos is the third-largest market research company in the world, present in 90 markets and employing more than 18,000 people.
Privately owned and operated by its more than 200,000 employees, Lakeland, Fla.-based Publix has 1,272 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia. The company is No. 11 on The PG 100, Progressive Grocer’s 2021 list of the top food and consumables retailers in North America. With approximately 400 stores in Texas and Mexico, San Antonio-based H-E-B is No. 13 on The PG 100, while Batavia, Ill.-based Aldi U.S., operating stores across 37 states, is No. 26.
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