Skip navigation

SUPERCENTER STUDY: LOYALTY NEARS 50%

LAS VEGAS -- A Wal-Mart supercenter scored solid marks from shoppers when it comes to customer satisfaction, but the discounter has yet to completely win the hearts of loyal customers, according to a consumer study released here during the National Grocers Association's annual convention.The "Wal-Mart Supercenter Customer Loyalty Study," released this month, surveyed just over 100 shoppers at one

LAS VEGAS -- A Wal-Mart supercenter scored solid marks from shoppers when it comes to customer satisfaction, but the discounter has yet to completely win the hearts of loyal customers, according to a consumer study released here during the National Grocers Association's annual convention.

The "Wal-Mart Supercenter Customer Loyalty Study," released this month, surveyed just over 100 shoppers at one supercenter in Springfield, Mo. The study was conducted by People Solution Strategies, Chesterfield, Mo.

Shoppers were asked to answer 85 questions to assess their customer loyalty to the Wal-Mart supercenter. Based on the shoppers' responses, researchers sought to determine how much several factors influenced costumer shopping decisions, including customer perceptions of value, customer experiences with store employees and customer experience with Wal-Mart's perishables departments.

The study also compared shopper attitudes and experiences at Wal-Mart and at traditional supermarkets. Competitors in the local market area were Albertson's, Dillon Food Stores (a Kroger division), Ramey Super Markets and other independents.

Fred Martels, managing partner, People Solution Strategies, told SN the most surprising finding was how high the supercenter scored in many areas. However, he said Wal-Mart was vulnerable in areas that could offer independents an advantage against the supercenter.

The study revealed that customers agreed that the Wal-Mart supercenter provided competitive prices, friendly employees and good store conditions.

When it came to loyalty, 49% believed the supercenter deserved their loyalty. According to 58% of the respondents, the supercenter was their primary supermarket, while 24% indicated they have switched supermarkets twice in the past year.

When it came to quality and freshness of product, those surveyed said it is more important than price when it comes to overall value and making shopping decisions. However, customers ranked Wal-Mart less highly in terms of its in-stock position and on the number of employees available for customer assistance. Customers also said they were hesitant to recommend the store to friends and neighbors.

Asked if there were always enough employees to serve customers, 42% said there weren't, and 60% said they did not agree that managers work to solve problems quickly. On in-stock position, 40% did not agree that the products they want to buy are always in stock. More than a third did not agree that they would recommend the store to their friends and neighbors.

"Loyalty is so important," said Martels, "because loyal customers will recommend the store to their friends and neighbors."

TAGS: Walmart