Grocers top in-store CX, according to RetailEXPO report

Grocers are delivering the best in-store customer experience (CX), according to research for RetailEXPO.

The research of over 2,000 UK consumers concluded that Tesco was the best retailer for CX, with 23% of shoppers citing the grocer for in-store satisfaction. Hot on its heels was Sainsbury’s (18%), Asda (17%), M&S (15%) and Aldi and Morrisons in joint fifth place (14%).

“From a technology perspective, the top three for in-store CX in our report – Tesco, Sainsbury’s and Asda - have all explored ways to reduce friction at the checkout, which is consistently a top pain point for shoppers, using either self-service, mobile app payment, or other methods to speed up transactions and give consumers purchasing control,” said Matt Bradley, event director at RetailEXPO. “It seems everyone’s looking for that Amazon Go-like showstopper.”

Almost three-quarters (73%) of shoppers said they want a blend of product and experiences which would lead them to spend more time and money in the store. Meanwhile, 70% said they would go elsewhere if a retailer’s in-store experience wasn’t exciting or engaging.

Amazon topped the online charts with 28% of shoppers rating the eCommerce titan for delivering the best CX, while 9% placed Argos in second place. John Lewis and M&S were third with 6% of shoppers believing they provide excellent online CX.

Well over a third (37%) of shoppers want retailers to provide the same experience and capabilities as Amazon, such as frictionless one-click payments.

“Looking ahead, successful retail businesses will be ones that combine online and their physical retailing estates in the most organic ways,” concluded Bradley. “Retail winners will be the ones which don’t stand still, focus on offering customers memorable experiences, and evolve the way they are run to meet the needs of a new workforce and consumer demographic.”

To download the full report, click here.

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