Sponsored By

H-E-B, Publix earn shopper kudos for pickup service

Ipsos study highlights top-performing grocers in click-and-collect performance

Russell Redman

July 13, 2021

3 Min Read
HEB_curbside_pickup_site-drive_thru.jpg
H-E-B led grocery stores in click-and-collect performance mainly due to in-stock availability, its ability to schedule pickup times and good instructions on pickup orders, Ipsos said.H-E-B

U.S. consumers rank regional chains H-E-B and Publix Super Markets at the top in online grocery pickup service, according to a study by global research firm Ipsos.

Among 14 retailers examined, Texas grocer H-E-B led all players in fulfilling online orders through pickup, the latest Ipsos E-Commerce Experience Report found. The study reflects results from a survey of 2,000 U.S. adults, an analysis of the most important pickup attributes to consumers and 100 “mystery shops” per brand to gauge key performance indicators. The latter include user experience with online and/or mobile ordering platforms, order accuracy and product quality, order volume impact on wait times, retail associates’ adherence to pickup instructions, and availability of menu items and inclusion in online orders.

H-E-B, based in San Antonio, came in first among grocery stores primarily due to in-stock availability, its ability to schedule pickup times and good instructions on pickup orders, Ipsos said. Flawless order accuracy, no fees or order minimums, and strong communication with customers also drove H-E-B’s high marks in pickup service, the researcher added.

Meanwhile, ease of ordering and “superb” communication lifted Lakeland, Fla.-based Publix to a close second in pickup service excellence, Ipsos said, noting that the southeastern grocer also earned kudos from customers for order accuracy and contactless fulfillment.

Related:Food Lion rolls out curbside pickup to more stores

Coming in third for pickup service was hard discount grocer Aldi, which operates nearly 2,000 stores nationwide. Ipsos said Aldi performs strongly in pickup scheduling flexibility, in-stock availability, order accuracy and overall satisfaction.

“As we continue to see the adoption and usage of digital offerings rise, it is critical for brands to ensure a seamless and safe end-to-end e-commerce experience to keep customers coming back,” commented Carlos Aragon, vice president of channel performance at New York-basded Ipsos.

The latest findings marked the third wave of Ipsos’ ongoing e-commerce research, which revealed that many Americans have embraced the convenience and speed of contactless online services from grocery chains and restaurants.

Seventy-eight percent of Americans have stepped up their use of in-store and curbside pickup options since the start of the COVID-19 pandemic in 2020, Ipsos reported. Even with widespread availability of vaccines and lower incidence of the virus, 69% of respondents said they expect to continue using e-commerce services at the same rate or more.

Related:H-E-B expands free curbside pickup

As a result, retailers must ensure that customers’ initial experience of ordering via their mobile app or online platform is seamless and intuitive, Ipsos noted. Its research found that user-friendly ordering portals earned higher scores, whereas difficult-to-navigate platforms raised complaints “almost without exception,” the researcher said. Likewise, a lack of clarity on how, when and where to pick up an order was a chief complaint, the study found. Ipsos said retailers should ensure pickup instructions are clear and concise and that e-commerce staff follow them. 

Two of the oldest issues with ordering for pickup — predating even online ordering — are timeliness and accuracy of order fulfillment, according to Ipsos. To that end, retailers must take pains to be sure customers are getting what they ordered and don’t have to wait a long time to receive it. 

“Knowing which brands are leading the pack — and more importantly, why — is critical to succeeding in the e-commerce economy,” Aragon added.

Of the 12 restaurant brands in the Ipsos study, Chipotle ranked No. 1 in pickup service. The researcher cited a simple ordering process, easy-to-find pickup locations and the fact that nearly all pickup sites were in-store. Panda Express came in second, offering an easy order platform and both in-store and drive-thru pickup, while Subway finished third, also providing user-friendly ordering and a combination of in-store and curbside pickup. Still, Ipsos noted that Chipotle could improve in customer communication for pickup service, and Subway lost points for a lack of guidance and parking.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like