Ipsos: Walmart, H-E-B lead in customer satisfaction for grocery pickup, delivery
Online grocery orders quadrupled for Walmart at the start of the COVID-19 pandemic, and so did HEB, based in San Antonio. Every company said it was forced to innovate on the fly to meet a sudden surge in demand.
According to a, this additional effort has paid off new study from Ipsos Test buyers were used to check the pick-up and delivery services from Walmart, Sam’s Club, HEB, Aldi, Whole Foods and Target.
“With consumers still fearful of leaving their homes amid the COVID-19 pandemic, many are opting for more contactless shopping experiences. This inaugural report will assess how retailers are moving to a stronger e-commerce business model and providing consumers with safe and healthy shopping, ”the report said.
Ipsos found that the strongest drivers for roadside and in-store pickup had a specific pickup location, easy online account creation and contactless pickup of orders, and that orders were ready when promised.
“Since the onset of COVID-19, BOPIS (online in-store collection) and roadside collection have increased for 78% of shoppers, and 69% believe that BOPIS will continue to be at the same or higher after the pandemic subsides Level is used. Said Carlos Aragon, vice president of US Channel Performance at Ipsos. “With adoption and adoption of these new digital offerings increasing, it’s important that brands have the mechanism in place to ensure they deliver a seamless and secure customer experience to these new users.”
In the food retail sector, Walmart scored the highest on all measured attributes for the BOPIS service. The report said Walmart “distinguished itself” by posting visible signage identifying the grocery collection area, which was found in 86% of stores visited. The Walmart subsidiary Sam’s Club performed almost perfectly and provided designated parking spaces at the roadside, above all at 100% of the locations tested.
Walmart is building more stores over the next year, of which around 1,000 are planned. This includes special lanes in the parking lot where customers can pick up their groceries. The retail giant recently said it had seen unprecedented demand for pickup time windows at the start of the pandemic, and the retailer had to add thousands of extra pickup times in its 4,000-plus store count. Walmart hired more than 400,000 new employees as of mid-July to meet the additional demand.
Rival Target also scored “exceptionally good” in BOPIS. The retailer had grocery orders ready when it was promised at 98% of the locations visited. Target said it hired 9,000 in the middle of COVID-19 to help with rising demand for pickup.
When it comes to the delivery of food, HEB was at the top with an accuracy of 99% for delivery orders, according to the Ipsos study. Jag Bath, HEB’s chief digital officer, recently said COVID-19 had increased demand for online ordering and delivery. He said one area that has been particularly hard hit is seniors as many did not have the expertise to order online. This prompted HEB to open its own telephone line for the population group through which food can be ordered. He said the retailer eventually set up an order learning website using very specific and easy to understand language. He said buyers had gradually moved on to ordering online due to the tutorial site the company created. Bath said even after the pandemic threat is over, he believes that this segment of the population will largely remain online customers for delivery.
Whole Foods came second in delivery metrics with an accuracy of 95%. Whole Foods announced that free one-hour grocery collection is now available from all 487 stores in the US. The minimum order is $ 35 or more.
Steve Caine, an analyst at Bain & Co., said Amazon is a little late and they are now catching up because express pickup has become the table for grocers.
Ipsos also found that the discounter Aldi scored “good” across the board and provided delivery notifications for 95% of orders. Aldi’s same day delivery service is provided by Instacart.
Ipsos highlighted areas where groceries and other retailers could do better to provide customers with a positive, end-to-end ecommerce experience as BOPIS, Curb and Delivery still offer “huge growth opportunities”. All customers surveyed stated that clear communication is the key to collection and delivery. Nevertheless, more than a quarter of customers see room for improvement in communication, according to the study. When it comes to pick-up in particular, retailers need to offer dedicated roadside parking and put prominent signage to make it easier for customers, Ipsos said. Among the mysterious shopping trips, 27% of BOPIS locations were poorly marked or difficult to find. Order accuracy is of the utmost importance for delivery, but 9% of consumers surveyed said their order was incorrect.