Many Shoppers Disloyal to Local Supermarket
Nov 5, 2007 6:00 AM
ARMONK, N.Y. — In a new survey conducted by IBM here, 73% of 6,000 U.S. consumers said the either have no loyalty toward their local supermarket or feel antagonistic toward it, IBM announced today. Just 27% of the surveyed consumers are loyal customers willing to act as “advocates” for the local store by recommending it to others, the survey reported. The survey determined that the loyal group places a high value on quality, selection, employees, product availability and the emerging category of social responsibility. The survey is the basis of a report, “Why Advocacy Matters to Grocers,” written by the IBM Institute for Business Value. The report identified Wegmans, Publix and Whole Foods Market as having the most loyal shoppers in the survey. “Clearly the customer loyalty card efforts across the grocery industry have fallen short of their goals as grocers sacrifice customer experience to focus on lower prices,” said Fred Balboni, IBM global retail industry leader, IBM Global Business Services. “Building differentiation with today’s savvy and vocal consumer requires a whole new approach for businesses.”
Read More of Today's Headlines
Acceptable Use Policy blog comments powered by Disqus
Subscribe / Renew to Supermarket News
The most reliable source of industry news and insight...in print and online.
- Subscribe Today and gain instant access to the online SN Archive
- Renew
- Sign up for email newsletter
advertisement
Rick Brindle
View All Online Grocery Questions
Diane Tielbur
View All Occasion Based Marketing Questions
Viewpoints
advertisement
SN Editorial Videos
The Lempert Report
Marketing analysis, issues and trends from supermarket industry analyst Phil Lempert.
The Role of Technology at Save Mart Supermarkets
Aashish Chandra, senior director of IT Save Mart, talks about his company's approach to technology.
SN Sponsored Videos
Pan-Oston Mobile Innovation Centers Tour
The Supermarket Guru shows the front-end technology you can experience during the tour.




ShareThis

David Orgel: 







