TECHNOLOGY

Study: Shoppers feel good about Whole Foods’ acquisition

BY Deena M. Amato-McCoy

Consumers are feeling so positive about Amazon’s purchase of Whole Foods Market that more plan to shop there in the future.

This was according to the “Amazon Shopper Sentiment Report” from ChargeItSpot. The study collected responses from over 900 shoppers at malls across the country, using its integrated survey capability, QuickPoll.

According to data, 84% of shoppers have positive feelings about Amazon's acquisition of Whole Foods. Further, 62% of shoppers said they are more likely to shop at the grocery store after the acquisition is complete. Thirty-eight percent said this does not motivate them to shop at Whole Foods.

When shoppers were asked what Amazon should add or change at Whole Foods locations, their top three responses included the addition of cashier-free checkout (31%), lower prices (30%), and in-store pickup for Amazon purchases (19%). Other responses included grocery delivery (10%), digital wallet-based payments (7%), and a section dedicated to Amazon electronics, such as its family of Echo devices (4%), the study revealed.

"Earlier this year, Amazon announced plans to expand brick-and-mortar operations and their high-profile acquisition of Whole Foods will help [them] achieve the scale they’re looking for in the grocery space,” said Douglas Baldasare, CEO and founder of ChargeItSpot. “It is encouraging for Amazon that consumers are already excited about their move into the brick-and-mortar space.”

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