Grocery retail chains excel above all other sectors in loyalty: they scored the highest in this aspect. Concerning the pillars, they are relatively successful in Personalization but fail in Empathy. The sector currently has four representatives in the top 25, and the winner, La Formaggeria Gran Moravia, is the second-highest placed brand in the overall rankings.
In general, customers comment most often on the accessibility of the store (shop near home, on the way from work, conveniently long opening hours), prices and special offers (displayed prices agree, enough goods on special offer), and assortment (I buy everything I need, I go there for their speciality food, goods are available throughout the day).
The Older Generation more often takes notice of favourable prices or special offers. Generation Z is more interested in product freshness. Concerning online stores, customers consider whether the service is quick enough and the shops have a good product selection (e.g., in relation to fresh fruit and vegetables). They appreciate detailed product information – some people go to online stores for information only and buy elsewhere, often because delivery is not available where they live.
The sector leader, La Formaggeria Gran Moravia, focuses on providing a good experience for employees, which in turn naturally improves customer experience. The company looks after its staff, ensuring that they are trained and well-prepared for client interaction. Shops are designed with the customer in mind, products can be sliced the way customers want, and many items can be sampled in the shop. A friendly approach, sincerity and a smile are important in communication. Although the brand generally promotes face-to-face interaction with customers, it also has plans for home delivery in the future.
The Košík.cz online grocery store finished second in the sector (12th place overall). The company has started paying special attention to senior citizens over 65 and registered disabled customers, for whom it has set up a new “Complete Care” club, selling groceries at subsidized prices, with free delivery. It responds to members’ restricted ability to shop in stores (because of physical disabilities), the decreasing availability of grocery stores in the regions and, last but not least, the fact that customers are facing rising living costs. In addition, Košík.cz is devising a long-term strategy for gradually eliminating plastic. It also wants to sell as many packaging-free items as possible. In the first stage, 60 types of loose products can be purchased by weight, in recycled bags.
All generations rated the two best brands in the sector (La Formaggeria Gran Moravia and Košík.cz) equally well. In terms of purchase frequency, the data show that Generation Y used online stores most widely. The postwar generation visits bricks and mortar shops the most. The most visited shop among this generation is the Penny Market chain (more than four times the figure for Generation Z). The Lidl chain is in a similar situation. It is worth noting that although the Older Generation shops most at Lidl, it ranked it only fourth, whereas Generation Z, which is not strongly represented in purchase frequency, ranks it the second-best brand in this sector.
“The shop assistants know a lot about the different cheese varieties. They’re very happy to answer questions, even if it’s clear that I don’t intend to buy anything.” (La Formaggeria Gran Moravia, Older Generation)
“Friendly sales staff and cleanliness. The products that I buy there are of good quality and have better ingredients than in other stores.” (Lidl, Generation X)
“I can do my shopping from the comfort of my own home, and they’ve got a really good assortment, but the special offers there aren’t as good as in the supermarkets. They take care of senior citizens.” (Košík.cz, Older Generation).