Boulder, Colo. -- Trader Joe’s is North America’s favorite grocery store based on customer satisfaction, according to a new study of 6,600 consumers conducted by Market Force Information. Publix Super Markets and Whole Foods Market rounded out the top three. All three received high marks for courteous staff, inviting atmosphere and high-quality produce. Hy-Vee also scored well on those measures.
Publix was tops among shoppers for its cleanliness and courteous staff, and second to Trader Joe’s in atmosphere. Hy-Vee and H-E-B also fared consistently well in key categories.
Market Force’s grocery retailer study was designed to uncover where consumers prefer to shop, as well as why they favor one grocer to another, among other factors. When asked to rate their satisfaction with their most recent grocery store experience and their likelihood to refer that grocer, consumers scored Trader Joe’s above all others.
Publix, Whole Foods, Wegmans and Aldi also ranked high on the customer delight index, which reveals the intersection between overall satisfaction and the likelihood of recommending a grocer to friends/family. In other findings:
Convenient location is the factor that consumers said they like most about their preferred grocery store – in fact, it ranked higher than prices, which was second on the list, while sales & promotions was third. However, these characteristics aren’t necessarily helping grocery chains earn more business. When Market Force drilled deeper to see how the grocers fared in these areas, no one brand dominated the votes across these important characteristics, suggesting that they’re table-stake attributes that consumers have come to expect from their grocers. It was the operations-focused attributes that seem to make a bigger difference.
“With most consumers satisfied with their grocery-shopping experiences, it makes for a very competitive playing field for grocers looking to distinguish themselves from the masses,” said Janet Eden-Harris, chief marketing officer for Market Force. “We start to see the greatest opportunities for differentiation in operations-related attributes such as fast check-outs, gracious staff and atmosphere.”
The survey was conducted in May 2013 across the United States and Canada. The pool of 6,645 respondents reflected a broad spectrum of income levels, with 60% reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 19 to over 65.