Dunnhumby and Retail Week join for food retail study

In Grocery CX: Driving loyalty in a disloyal market 2,000 UK consumers were asked about their in-store and online retail grocery experiences.

The research identified that customers feel ‘most loyal to’ Ocado and Tesco for their online shopping experience, while M&S and Waitrose generated the strongest feelings of loyalty in store.

The survey found distinctions between emotional and behavioural loyalty. Respondents rated ‘shopping with a retailer that offers a loyalty scheme’ as being more important than ‘feeling loyal’ towards a retailer.

Two-thirds of respondents with a Tesco Clubcard claimed they would be more likely to shop in store with Tesco.

Guillaume Bacuvier, CEO of dunnhumby, said: “The findings highlight the importance of getting the basics right: customers expect freshness, a good range of products and value for money as standard. A strong online offering is also critical, as customers increasingly shop both in store and online and expect a convenient, personalised experience across all touchpoints.”