LOUISVILLE, Colo. -- A study of more than 7,200 consumers by Market Force Information, a worldwide leader in customer intelligence solutions, found that Trader Joe’s is America’s favorite grocery retailer for the third year in a row. Publix ranked a close second and ALDI was third.
For the rankings, Market Force asked participants to rate their satisfaction with their most recent grocery shopping experience and their likelihood to refer that grocer to others. The results were averaged to rank each brand on a Composite Loyalty Index.
Trader Joe’s took the No. 1 spot out of the 14 grocery chains studied, with a score of 78%, and was closely followed by Publix with 74%. ALDI, Hy-Vee and H-E-B rounded out the top five. This is the third straight year that Trader Joe’s and Publix led the rankings. Brands such as WinCo Foods, Albertsons and Sam’s Club made this year’s list, after failing to garner enough mentions in 2014.
Trader Joe’s continues to build a loyal following with its diverse grocery selection and exceptionally friendly service.
With its neighborhood feel, zealous customer service, and an array of exotic and affordable food items, such as Speculoos Cookie Butter and Mandarin Orange Chicken, Trader Joe’s has built a following of devoted customers. The Monrovia, Calif.-based chain has outlined an aggressive growth plan that calls for opening more than two-dozen stores in the next year.
Market Force looked at the operational and service attributes that set leading grocery brands apart, and found Publix and Trader Joe’s led in many key areas, including cashier courtesy, speedy checkouts and cleanliness. ALDI, WinCo Foods and Costco led in the value category, while ShopRite was rated highest for sales and promotions. H-E-B, Hy-Vee and Kroger also performed well in most areas.
“In the fiercely competitive grocery industry, customer satisfaction is the one measure that can tell you if you’re delivering on your brand promise or falling short,” said Cheryl Flink, chief strategy officer for Market Force, Louisville, Colo. “Our research revealed that one in eight shoppers was disappointed with their most recent visit to their primary grocer, leaving ample room for improvement. This is especially impactful when you consider that delighted customers are 2.4 times more likely to recommend their grocer to others.”
The survey was conducted online in April 2015 across the United States. The pool of 7,203 participants represented a cross-section of the four U.S. census regions and reflected a broad spectrum of income levels, with 51% reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 68% were women and 32% were men.
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