Supermarkets That Understand Their Consumers Best, Win

Dunnhumby’s Global CCI Report, has identified the most customer-centric retailers.

Coincidentally (or not!) these retailers grew their market share by an average of 7% from 2015-2016. The UK’s highest scorers included Aldi, Lidl and Tesco. While Trader Joe’s topped the most US lists. The global top 25% of retailers shared attributes such as trust, transparency, ease and value. 

It identifies which retailers were excelling in each nation according to the seven pillars listed below: 

• Affinity
• Range and Service
• Promotions
• Price 
• Communications 
• Ease (of shopping)
• Rewards  

The report finds that the highest scoring retailers have a focus on one pillar and performed extremely well against that positioning.  

Aldi scored highest across many parts of Europe on verticals such as ease and price. Both Lidl and Aldi wins with shoppers on their value focused position. In the UK, Tesco scored the highest on Rewards for its customer loyalty rewards program, whereas Trader Joes was found to excel on its product range and service.  And Trader Joe’s in the US wins with its focus on specialty needs along with Costco who they share the award for Brand Affinity. 

The study also shows that in the US, Asia and most of Europe, all highest scoring retailers shared an emphasis on meeting customer expectations with clearly marked prices, developing trust and transparency, stocking a relevant range of well-valued products complete with an easy checkout process.   

These 7 traits – or pillars as the report identifies them – is a great checklist for all supermarkets to use to rate themselves and their competitors to gain a snapshot of just how well they are – or are not- performing in the shoppers minds.