Purchasing is a headache for more and more people. Food has become more expensive across the board. In order to retain customers, service plays an important role. A study shows how the big providers are positioned here.
The prices are rising. It is now important for grocery stores to keep or win customers through aspects such as the competence and friendliness of the employees, branch design, waiting times and the variety of offers. A study by the German Institute for Service Quality shows how the major providers are positioned here.
The food markets tested - full-range retailers and discounters - achieve an average of 75.3 points and thus a good service result. Four full-range chains get the quality rating "very good", another three are good.
Two of the food discounters do well, the other five companies are satisfactory. Most grocery stores are attractively designed and clean. A clear presentation of goods and good orientation options also ensure an attractive shopping environment.
The variety on offer is also a major strength: in addition to an extensive range of different brands and types, special foods are also increasingly present. In many cases, for example, a large selection of vegan and organic foods complement the product range. The fact that all discounters perform worse than full-line retailers when it comes to offerings is not a surprising result.
The sales staff usually answer customer questions correctly, in a friendly and understandable manner. However, the information is often too superficial and far removed from comprehensive advice. Overall, the full-range retailers offer better advice and a better overall service than the discounters.
However: Even the seven discounters tested only just missed an average level of service. Markus Hamer, Managing Director of the German Institute for Service Quality, takes stock: "The food markets are confronted with higher purchase prices, which inevitably affects the end prices - painful for all consumers. The fact that the service here does not also cause customer frustration is the positive news at the moment."
With the quality rating "very good", Famila emerged as the test winner from the study and, among other things, impresses with the largest variety of offers. In addition to service counters for fresh produce, all branches tested carry numerous organic products and a very good selection of different brands and varieties. The presentation of the products in the branches is very clear. In addition, the employees provide needs-based information and the waiting times at the checkout are the shortest in comparison.
Globus took second place (quality rating: "very good"). The staff is friendly and motivated and gives customers individual information if they have questions about the products. Overall, the salespeople ensure the best advisory experience in the test. The offer scores with a wide variety, including special foods such as vegan products.
Kaufland is in third place, also with a very good result. The employees demonstrate the highest level of competence: they always answered questions about the products correctly, comprehensively and in a comprehensible manner. They are very friendly and committed. When it comes to the range, Kaufland is particularly impressed by the large variety of brands and varieties.
Netto secured first place among food discounters (quality rating: "good"). Of all the companies tested, employees are the most communicative. They are very motivated, friendly and take their time with the customers - they also provide competent information about the products. The branches are barrier-free and offer numerous orientation options.
