PwC: Understanding Grocery Shopper Values Sets

By Rob Starr, Content Manager, Big4.com

No experience happens as often, grabs share of wallet, and stimulates the senses more than grocery shopping, finds PwC US in a new report titled Experience Radar 2013: Lessons from the U.S. Grocery Industry. The study, which is one in a series of customer-centric reports, measures the experiences of about 6,000 U.S. consumers across multiple industries.

Suggestions from the report include:

Fast lines matter the most in convenience and fast checkouts account for 30 percent of memorable great experiences. Be transparent with “waiting” by empowering customers with information on checkout times and wait times. Boost digital convenience and savvy with mobile checkouts and coupons that let shoppers check out on their own via smartphone apps and staff handheld devices.

As the most important factor in determining preference, staff quality impacts where customers shop one-third of the time. As most customers still shop for groceries in person, invest in employees to deliver engaging experiences, motivating shoppers to return and employees to stay. While high-tech self-checkouts are essential, some customers feel more at ease with conventional methods and will pay a premium for attendant checkout to avoid technology difficulties.

PwC’s Experience Radar helps businesses across industries find sources of value that are often hidden, yet that drive truly exceptional, differentiating customer experiences.