Value, Quality and Service

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The Importance of Value, Quality and Service

For the first time in the five years since BrandSpark and WGB began partnering on the Most Trusted report, the survey examined new attributes in the shopping experience that influence shopper loyalty and confidence in their grocery store of choice.

“We were interested in how trust in specific aspects of the grocery experience drive a shopper’s trust overall and ultimately contribute to the grocer’s ability to best meet their customers’ needs trip after trip,” says Scrutton. “Satisfaction is an important metric for shopping occasions, while trust is a longer-term measure that reflects the equity a grocery brand has built by consistently satisfying expectations.”

Among all past grocery shoppers, Walmart rates highest on the balance of value and quality, while H-E-B leads on checkout and curbside pickup experience, finds BrandSpark. Not surprisingly, Amazon’s grocery banners are most trusted for home delivery.

Trust Leaders in Value, Quality and Service

% of all past shoppers of the banner

Beyond Mood Lighting

From an enjoyable atmosphere to cleanliness to modern amenities, a number of factors contribute to a winning overall in-store experience. “Major trusted banners rate highly on in-store attributes, led overall by H-E-B, while Walmart’ s strong ratings across in-store elements are a reminder that the grocery leader does a lot of things well beyond just pricing and wide selection,” says Scrutton.

Hy-Vee in West Des Moines, Iowa, ranked high across all attributes including enjoyable in-store experience, cleanliness, health and safety measures, shopability, and modernity.

Trust Leaders: In-Store Experience

% of all past shoppers of the banner

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