Supermarkets outscore Amazon in online grocery satisfaction poll

Supermarkets outscored Amazon as well as mass merchandisers Walmart and Target in a recent online grocery satisfaction survey conducted by The Feedback Group.

Supermarkets scored 4.40 out of five points in overall satisfaction, while Amazon scored 4.30 and the mass merchants scored 4.26. Discount grocers, including Aldi and Lidl, scored a 4.11 while dollar stores scored the lowest at 3.90.

The Feedback Group’s poll also found that online grocery is struggling to connect with young consumers — indicating a need for further innovation as the spending power of millennials and Gen Z increases. Millennials surveyed gave their most recent online grocery experience an average 4.10 rating out of five, while Gen Z respondents scored the experience at 3.95.

The results, which were based on a survey of 1,000 online food shoppers, indicate that the investments supermarkets have made in online shopping over the past several years are paying off, according to The Feedback Group.

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