When you beat Amazon at its own game, it’s big news. Supermarkets now have the stage, as a recent survey showed the group is a top performer in terms of online food shopping.

The Feedback Group, which provides actionable stakeholder feedback, conducted the research with 1,000 shoppers, asking them about their digital experience. Supermarkets topped the list with an impressive overall satisfaction rating of 4.40 on a five-point scale. Amazon followed closely behind with a score of 4.30, while mass retailers, primarily Walmart and Target, secured third place at 4.26. The research further indicated that value-oriented stores, such as Aldi, Lidl, and Grocery Outlet, achieved a rating of 4.11, followed by club stores at 3.99, and dollar stores rounded off the list with a 3.90 overall satisfaction score. Across all shoppers, the overall satisfaction score was 4.21.

Brian Numainville, a principal with the Feedback Group, saw it all coming. He said over the past few years supermarkets have invested a ton of money and time improving the ecommerce experience for shoppers, and the COVID-19 pandemic only put the strategy on high.

Supermarket News Senior Editor Bill Wilson talked to Numainville about the survey and how supermarkets can continue to improve in the digital sector, which caters to a young audience.

Take a listen.

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