Time after time, study after study found that legacy grocery stores chains are feasting on US government SNAP dollars. Then they spend millions on TV advertising touting the strength of their brands all the while customers are migrating to alternative channels of fresh food distribution.
If success does leave clues and it does. Grocerant niche Ready-2-Eat and Heat-N-Eat fresh food growth is driven in large part due to poor execution by legacy grocery stores, specifically inconsistent quality of Ready-2-Eat and Heat-N-Eat fresh prepared food, out of stock items, and loyalty programs built on penalties for not having a ‘card’ not rewards for walking in the door according to Foodservice Solutions® Grocerant Guru™.
A new study by BARE International found that two out of every three supermarkets mystery shoppers visited were “mediocre” or worse. Michael L. Bare, President for the firm stated, "Our goal was to conduct a benchmarking study so we could give our [grocery store] clients guidance on how their stores ranked vis-à-vis their competitors in particular and the industry overall,…The results surprised us."
Here is how the study worked BARE’s mystery shoppers inspected five departments in each supermarket: deli, bakery, meat, produce and prepared foods. In addition they rated other experience factors such as customer service, store cleanliness, and the appearance and conduct of staff.
A score anything less than a 90-percent score indicated a mediocre consumer experience. Sixty-two percent of the facilities visited scored under 90 percent, with 53 percent earning a score of 85 percent or lower, and 19 percent scoring under 75 percent.
Bare continued "The fact that nearly 20 percent of all the participants scored below 75 percent is shocking, especially so because many of those in the bottom 20 percent are part of large, well-known chains," …"This shows us that the typical supermarket experience is not one that excites or even pleases consumers." That is nothing new for regular readers of this blog!
Success does leave clues outside eyes can deliver inside sales. Grocerant SWOT analysis are available from Foodservice Solutions®. What are you bundling with you core products? Who are your customers? Where and how can you sell your customers more? Do you need a Grocerant Scorecard? For more Visit www.FoodserviceSolutions.us or http://www.linkedin.com/in/grocerant or twitter.com/grocerant