Market Force’s newest syndicated research covering grocery retailers suggests that consumers are still focused on pricing and promotions, but that slowing inflation has allowed them to also choose grocers based on convenience, cleanliness and variety of merchandise.
H-E-B, Fry’s, King Soopers, Brookshire Grocery and Food Lion rank at the top of consumer preference, receiving the highest proportion of shopper spending across more than 40 grocery brands named in the study.
In other findings, “loyalty” to a grocery brand doesn’t necessarily translate to higher consumer proportional spending. Trader Joe’s, Wegman’s, Publix, Aldi and Sam’s Club all rank high in Market Force’s loyalty index, but consumers who visit these brands spread their grocery dollars around.
From a consumer experience perspective, Wegman’s, Publix, Trader Joe’s H-E-B and Sam’s Club rank near the top of the list of grocers, receiving high marks in a number of categories. For these grocers, the experience drives loyalty.
Consumers’ disconnect between loyalty and share of wallet entails the economic side of experience – with value driving share of wallet for the top contenders. Value is defined as strong sales and promotions, value for money spent and good loyalty and rewards programs.
Finally, in brand image terms, consumers gave high marks to Trader Joe’s, H-E-B, Grocery Outlet and Amazon Fresh.
About Market Force
Market Force helps global brands improve the customer experience and operations at each location. It drives growth and profitability for its clients through an integrated services package that includes mystery shopping, site audits, contact center, social reviews, surveys, employee engagement and analytics.
Market Force provides solutions for restaurants, big box and specialty retailers, grocery, petro-convenience, hospitality, travel, telecom, technology, energy, education, health and wellness, movie studios and theaters, fitness, financial services, gaming, CPG, alcohol and tobacco, pharma and government agencies.
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