Canadians prefer grocery retailers who can offer fast one-stop shopping in-store and click and collect ecommerce service, according to data from Canadian research firm Caddle.
Caddle, which operates daily and monthly online Canadian shopper panels to capture consumer insights, recently presented its findings. The results are based on weekly grocery retail tracker data collected between June 17 to November 30, 2020. The grocery retail tracker looks at consumer preferences across major Canadian grocery retailers and asks questions such as the likelihood of recommending a grocer to a family or friend, speed of shopping and check out, in-store customer service, product, brand and fresh food availability and value for price.
When it comes to in-store, Costco was ranked number one by shoppers on a value for price attribute while Shoppers Drug Mart was ranked number one for speed of shopping and check out service.
“The key takeaway is that one-stop shop and quick fill-ups are critically important to winning the consumer in the pandemic,” says Ransom Hawley, founder and CEO of Caddle Inc, noting that “value and speed are drivers” for growth.
For ecommerce, Caddle took the same approach using a tracker with results reflecting five weeks of data collection from October 19 to December 1, 2020. The “eCommerce Canadian Grocery Retail Tracker” looked at 12 attributes such as easy to pick up orders, user-friendly apps and sites, availability of items, quality of fresh food, payment options and order availability and quick delivery. The results, which reflect more than 7,000 completed surveys from consumers, show that shoppers are evenly split between accessing ecommerce via home delivery and click and collect. However, results indicate that consumers are more likely to switch grocery retailers if they use home delivery versus click and collect.
“Customers are more likely to switch from online grocery retailers if they primarily make home delivery purchases, these consumers are more sticky,” says Hawley.
For those consumers who choose ecommerce for grocery, the top three attributes are user-friendly app or site, availability of items and fresh food quality.