Currently, the online shopping culture has expanded in most sectors of the economy, as a result of the rise of electronic commerce. This has opened the doors for greater digitization in different markets, such as supermarketsthat have found in the online ecosystem a new business front to expand their reach and improve their conversions.
To understand the impact of this new trend of digitization of supermarkets, and vtex have conducted a study on customer journey in the digital supermarkets that we analyze in detail. This covers different business aspects such as: online notoriety, suggested knowledge, conversion rates and satisfaction. All determinants of the shopping experience and the consolidation of the business in this new world of online sales.
Carrefour is the supermarket that is most present in the minds of Spanish consumers
One of the main points to be addressed in this study carried out on 1,779 Spanish consumers was the notoriety of the different supermarkets for the population. With this it was determined that is one of the most recognized by users, being found as first answer in the mind of 31% of those surveyed. Likewise, it was also ranked as a leader in terms of spontaneous responses (70%).
Following him closely, as for the top of mind, they find each other hypercor/The English Court with 19%, and with 17%. On the other hand, in the spontaneous aspect, the same sequence is maintained, an estimated percentage of 54% of those surveyed named Hipercor/ECI without the need for it to be suggested, and 52% Mercadona.
However, in the responses suggested, we can see a change in brand awareness. In this case, the second and third places are occupied by Mercadona and Lidl, with 93% and 91% respectively, which leaves the Hipercor/El Corte Inglés duo in sixth place with 79%. As can be seen, the most present chains are, at the same time, the largest, which allows us to see the fruits of campaigns and branding strategies implemented by them.
As can be seen in the graph above, there is a certain balance in the notoriety of the brands in both sexes, with a greater trend of recognition towards the male population. Although equally in cases such as Día supermarkets, Eroski Supermarkets, Amazon Fresh or La Sirena, recognition by women is greater.
Similarly, it is observed that in the case of the most notorious chains there is also a balance with respect to the different age ranges. While as one goes down the list, a greater difference between each range begins to be noticed.
Mercadona and Carrefour lead in sales funnels
Being one of the best consolidated supermarket chains in Spain and other European countries, Carrefour remains at the forefront of several of the points in this study. One of them is the sales funnel, according to the results presented, the French chain has the highest level, presenting a purchase/knowledge ratio 67%. This engagement is based on the relationship between users who have bought from your online store in the last year (63%) and those within the 94% who have suggested knowledge about the brand.
Mercadona and Lidl remain Carrefour’s closest followers in this area, with an engagement ratio of 63% and 52%, respectively. Secondly, Mercadona leads in terms of the loyalty capacity of the most recent customerswith a ratio of 51% calculated from the consumers who buy more frequently in your store in relation to those who have bought in the last year.
Among the supermarkets that present less knowledge and in which less purchases are made in declared terms, we find frozen, Alimerka, Veritas, Ametller Origin Y Solarium. Surprisingly, Alimerka has a loyalty ratio of 50%; Of course, this is based on the fact that it has a very low estimate of the most frequent purchase values and purchases in the last year.
Lidl is the supermarket that most satisfies its online shoppers
Customer satisfaction is one of the most important aspects for e-commerce, since this guarantees a successful shopping experience. Which, later, can translate into a higher number of sales and better conversion rates.
For surveyed consumers ease of use, with 43%, is the main reason for satisfaction in a supermarket’s online store. The quality of the products (38%), the delivery times of the purchase and the prices are other of the most relevant factors, the latter with an estimated 34% each. The means of payment, a constant of great importance within the online shopping ecosystem, remains as the tenth most important reason, with barely 15% of consumers considering it.
On a scale of 1 to 10, the total average satisfaction of consumers with supermarkets is set at 7.9, with overall leaders Mercadona and Carrefour slightly below average with a base of 7.7. Instead, Lidl takes the lead in this aspect with an average satisfaction of 8which places it as one of the best supermarkets in terms of .
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