Almost nothing has changed in the Grocery Retail’s customer experience score compared to 2020, with the sector ending up in a nice third spot. La Formaggeria Gran Moravia was re-introduced into the sector as one of the contenders and immediately took home the gold medal in the sector, just like in 2017 when it first joined the study.
The time and effort pillar is the most important one for this sector. Everyone needs to shop for groceries whether they like it or not, and everyone wants to get it over with it as efficiently as possible. Some people like to use online grocery stores to save time and effort, while others praise self-checkout counters that allow them to reduce time spent in the supermarket to the bare minimum.
For those who favour online shopping, delivery speed is also an important factor. After all, food spoils, and people need to plan their meals.
In the context of the pandemic, customers also appreciated forthcoming drivers who were ready to fulfil special requests.
La Formaggeria Gran Moravia, a Czech-Italian cheese manufacturer, took home the gold medal in the sector. The company’s roots go back to the 90s when the founder, Roberto Brazzale, decided to take a revolutionary step and brought his Italian know-how to Moravia. Today, the company owns 23 stores across the country, with further growth to be expected. However, 2020 was hard for Gran Moravia as well, with a big drop in demand from restaurants and distributors forcing the company to quickly adapt to a delivery-based model and switch to much smaller cheese blocks.
The study’s participants commend the brand for its wide selection of quality Italian products inspired by Czech traditions and kind, knowledgeable staff members who are always ready to recommend something new or offer a discount.
The sector’s silver medal was taken home by Rohlík.cz, who surpassed two competitors compared to 2020, more than anyone else in the sector. In the past, the company mostly focused on bigger, county-level towns and cities, but that strategy changed quickly when the pandemic hit, giving the company a push to start delivering groceries all across the country. Apart from brands that can be found in every supermarket, Rohlík.cz has much more to offer, including products sourced from local farmers and butchers or Marks & Spencer goods. The company is also expanding to markets abroad, now operating in Hungary and Austria, and making a recent start in Germany as well. Německa.
The brand’s customers appreciate the wide selection of products, quick delivery, and friendly couriers. Communication with customers is very important for the company, which makes a point of resolving any issues proactively.
The last, third place at the sector’s podium goes to Globus, a German brand who first came to the Czech Republic in 1996 and now operates 15 stores. The company is famous for its customer-oriented approach and for making their own locally sourced baked goods and meat products right in the stores. Globus was also the first to introduce a Scan&Go feature that quickly became popular, in part due to the pandemic, and is now being used by 25% of its customers.
Another online grocery retailer, Košík.cz, improved a lot in 2021, expanding its services to the entire country as well to be able to satisfy the rapidly increased demand caused by the pandemic. Delmart products can also be purchased at Košík.cz, with the brand’s customers praising good prices and friendly couriers.
Online supermarkets and grocery delivery services are an obvious digital opportunity in and of itself. For many people, the pandemic served as a push to try one of these services for the first time, and it seems that for many, it certainly wasn’t the last time.
Customers have come to love mobile apps of various brands because that’s where special offers and loyalty discounts are, and if the staff can help customers navigate their app then it’s a truly great way to improve the brand’s reach.
Willingness to deal with digital issues
The spread of the digital world highlighted the importance of a well-oiled omnichannel – digital tools are truly effective only when the staff know how to use them and are able to help customers make sense of them. There is nothing customers love more than face-to-face contact and advice on how to operate the smart device in front of them.
Košík.cz: “I filled my cart with groceries online and all went well. However, at longer distances the WEIDO delivery takes three days so you can’t order anything that spoils, which is why I won’t use the service again.” (Woman, 57)
Rohlík.cz: “The driver was very accommodating – we were under quarantine, so he delivered the groceries right to our (closed) door.” (Woman, 56)
La Formaggeria Gran Moravia: “I visit their stores regularly and I am always happy with both the products and the staff who are always nice and helpful. I also love the cheese tastings – they help me try new things and broaden my cheese horizons, and I often end up buying some of them.” (Woman, 26)
Rohlík.cz: “It’s a great service in the context of the pandemic, all my requests were always fulfilled to the maximum. The delivery gentlemen were all very nice and polite. A great service at a good price!” (Woman, 70)
“I regularly go to Globus to buy bread and baked goods because they are really baked, not just defrosted and warmed up. I also like their selection of meat and deli products. Sometimes I use a scanner and sometimes I go for the self-checkout. The staff are always ready to help and answer my questions.” (Man, 62)
“This was our first time using Košík and it was a pleasant surprise. We ordered some heavy items like milk and flour because we don’t have a car. Our groceries were delivered the next day, so be sure to plan for that, and the delivery was free due to our total. The courier was very nice, the bags were already waiting for us at the entrance when he called. The prices aren’t too high either, so we will definitely use Košík again.” (Woman, 19)
“I used Rohlík.cz to buy groceries several times during the quarantine. I think it’s a great, useful service that I would love to continue using since I hate going shopping, and this saves a ton of time. Most of the time the amount or weight of groceries matches the ordered amount, although of course small mistakes do happen sometimes.” (Woman, 20)
“Lidl now has a mobile app with more special offers, like discounts on already discounted products or Lidl plus discounts.” (Woman, 72)
Kaufland: “Loyalty card application: An employee escorted me to a terminal and helped me apply for and activate a loyalty card step by step. He was very kind, helpful, and patient.” (Woman, 67)