Supermarkets score well in loyalty study

Supermarkets occupied five of the top 10 slots in a list of companies ranked by consumer loyalty released last week. Retailers H-E-B, Publix, Trader Joe’s, Aldi and Hy-Vee all ranked in the top 10 of the 2015 Temkin Loyalty Index.

The Index evaluates the loyalty of 10,000 U.S. consumers to 293 companies across 20 industries, based on consumer likelihood to do five things: repurchase from the company, recommend the company to others, forgive the company if it makes a mistake, trust the company, and try the company’s new offerings.

H-E-B, with a score of 73%, was second to credit card issuer USAA atop the ratings, followed by Publix and Trader Joe’s, each scoring at 72% and tied for third; Aldi and Hy-Vee, each with 70% scores, tied for seventh.

Hy-Vee, the survey showed, was the company with the highest score rated among customers’ willingness to recommend the company to others.

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“We are proud to be recognized for the loyalty our customers show,” Sheila Laing, EVP and chief customer officer for Hy-Vee, said in a statement. “At Hy-Vee, our brand promise is to provide customers with exemplary service through our employees’ helpful smiles. We feel that we have the best customers in the industry, and this honor further demonstrates that they believe in us.”

Overall, the analysis found that grocery chains were the most likely to inspire high loyalty levels among all industries surveyed, followed by fast food chains and other retailers. Supermarkets Kroger and Whole Foods Market (tied for 17th with a 67% rating) and Wegmans (66%, ranked 23rd) also finished in the top 25.

The Temkin Group is a customer experience research and consulting firm based in Waban, Mass. 

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