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Supermarkets rate high in customer satisfaction, checkouts, cleanliness count

BY Barbara White-Sax

PLAINVIEW, N.Y. — A recent study showed that supermarkets generate high satisfaction among their shoppers. Supermarkets scored an average of 4.47 on a five-point satisfaction scale (where five is the highest), according to the "2012 U.S. Supermarket Experience Study" conducted by the Retail Feedback Group.

The study found that out-of-stocks were the greatest influencer of trip satisfaction. Supermarket shoppers unable to find all items they had planned to buy on their shopping trip averaged 3.97 on the five-point satisfaction scale, compared with 4.54 among shoppers who did find all items.

Out-of-stocks can cost retailers sales; half of the shoppers surveyed said they would go to another store to purchase the item they wanted, compared to 38% who said they would forego the item; 14% who said they would buy a different item at the store instead; and 12% saying they would buy a different brand or size.

The survey also revealed that supermarkets got high marks for variety and selection of grocery items and that cleanliness counts. Nearly 4-in-10 shoppers who bypass stores say they do so due to a lack of cleanliness.

The checkout experience is also crucial; 90% of shoppers used a cashier lane to check out, as opposed to self-checkout, and 56% indicated that the cashier positively impacted their trip satisfaction.

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Target awareness strong even before Canadian entry

BY Gail Hoffer

CAMBRIDGE, Mass. — Target should be feeling confident about its upcoming entry into Canada, as a recent survey from Kantar Retail and TNS Canada revealed that 75% of Canadians are aware of the retailer.

Furthermore, 43% of Canadian consumers said that they were likely to shop at Target Canada for grocery or health and beauty aids and 50% were likely to shop at Target Canada for general merchandise or apparel.

With so much interest in Target’s entry, it is not suprising that several Canadian retailers will likely be impacted by the retailer’s arrival. For example, Kantar Retail found that roughly seven-in-10 Superstore/Joe Fresh shoppers were interested in shopping at Target Canada for general merchandise and apparel. Comparatively, 63% of Costco Canada’s shopper base, 59% of Walmart Canada’s base, and 56% of Canadian Tire’s/Mark’s base stated interest in shopping at Target Canada for general merchandise or apparel.

“Target Canada has broad appeal,” notes Robin Sherk, senior analyst at Kantar Retail and primary author of the study. “Given that the retailer only recently began local marketing efforts, its awareness – and likely interest in its offer – will further expand,” she adds. “For suppliers working with Target, this is encouraging and reinforces expectations that shopper visitation will be strong when it opens.”

To receive a copy of the Kantar Retail study or to speak with a Kantar Retail analyst, please contact Katherine Clarke at [email protected]

 

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Cepacol Sensations ready to soothe this cough-cold season

BY Michael Johnsen

LEBANON, Pa. — Reckitt Benckiser this fall launched Cepacol Sensations, pictured here in a CVS, for those consumers looking for sensational relief to help soothe their sore throat irritation. The product line contains a lower amount of numbing medication than Cepacol Maximum Strength products, but the three variants relieve sore throat pain and provide either an instantly cooling, warming or refreshing sensation.

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