Plainview, N.Y. -- Out-of-stocks are the most important overall element that impact satisfaction with the grocery trip experience, according to a study by The Retail Feedback Group. Satisfaction among shoppers unable to find all items they had planned to buy on their shopping trip averaged 3.97 on a five-point scale (with 5 as the highest), compared with 4.54 among shoppers who did find all items.
The 2012 U.S. Supermarket Experience Study also revealed the importance of a clean store: While price and variety are chief reasons for deciding where to shop, nearly four in 10 shoppers who bypass other stores say they do so because of lack of cleanliness. Indeed, keeping a clean store environment is a strength of the supermarket channel, receiving the highest rating in the survey at 4.53.
The study also underlined the importance of excellent service and a positive checkout experience: Ninety percent of shoppers used a cashier lane to check out, as opposed to self-checkout, and 56% indicated that the cashier positively impacted their trip satisfaction. Cashier friendliness registered as the second-highest scored attribute on the survey. Overall checkout experience also received a respectable score.
In other findings: