1 in 3 Brits happy to switch supermarket due to poor online service

Supermarkets that fail to offer intuitive, fast and effective on-site search and click-and-collect options on their website are at risk of losing in-store customers, according to new data by Algolia.

Algolia’s survey, which consisted of a nationally representative sample of 2,000 UK shoppers aged 16 and over, found that 29% of shoppers said they would consider switching from their usual supermarket to another if it offered better online search. Such as allowing customers to check the availability of products in advance before visiting and/or making use of a click-and-collect service.

As a result, the ease with which shoppers can utilise a supermarket’s website to find items they need is now a top-five factor influencing customer behaviour and loyalty.

Algolia revealed that 34% of respondents ditched their primary online supermarket for a competitor which allowed them to search and find products more easily, equating to 19 million people.

READ MORE: Supermarkets in cities to face closures as online grocery rises

“It’s shocking that British supermarkets could be churning the equivalent of £1.2billion of annualised spend by not helping customers find what they need quickly through effective site search and personalisation.

The boom in online grocery shopping shows no sign of slowing post-pandemic and we’re also seeing the rapid growth of instant delivery apps across the UK, meaning people are more demanding of speed and convenience than ever before.

“Every year, retail brands spend tens of millions on advertising to get people to their websites, so why wouldn’t you give them the best possible tools to quickly find exactly what they want once they’ve arrived?

If supermarkets want to retain and attract customers – both online and in-store – taking site search seriously is a must.”

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