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Once again, Albert Heijn comes in first in the online orientation study on online grocery shopping. In the Digital Sales Scan, AH.nl achieves a 45-point total, enough to beat its competition. Jumbo.com is fast approaching and ranks second (Digital Sales Score: 40) due to a lower Findability. The online grocer gains a Digital Sales Score of 40 points. Plus follows, with 19 points. In total, 200 consumers used their smartphones to orient themselves on websites that offered grocery shopping online.

Albert Heijn’s website is also the best in terms of customer experience: the well-known grocer grabs a total of 73 points here.

  • Digital Sales Score
    Study: Online Groceries
    Measurement date: April 2019
    Country: Netherlands
  • Total
  • 1 AH.nl 45
  • 2 Jumbo.com 40
  • 3 PLUS.nl 19
  • 4 Picnic.app 12
  • 5 Coop.nl 10
  • 6 Deen.nl 9
  • 7 DekaMarkt.nl 8
  • 8 SPAR.nl 7
  • 9 Hoogvliet.com 3
  • View full list
  • Highest total score

Online Groceries Market Insights Update

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AH.nl wins thanks to its high Preference score; Jumbo is catching up

AH.nl wins the online orientation on online grocery shopping thanks to a higher Preference score (35%) than that of second place Jumbo.com (30%). Both supermarkets perform equally well on Findability: they’re each found by 9 out of every 10 consumers (90%). PLUS.nl follows with a Findability of 72%.

Whereas in the previous study on desktop, conducted in May 2018, Albert Heijn reigned supreme, Jumbo.com is clearly on a mission to catch up. This is most noticeable in the Findability and Preference percentages. Last year, AH.nl was found by 98% of respondents; they received 54% Preference. In 2019, that Preference has fallen to 35%, and Findability is also a little lower, at 90%. This is in contrast with Jumbo.com, which climbs from 83% Findability to 90%, and from an 11% Preference score to 30%. PLUS.nl also manages to more than double its Preference (10%) compared to last year (4%).

The market is greatly in flux

Remarkable is the development of the number of providers in the market: the list has doubled from 6 to 12. The parties that make the list for the first time are Deen.nl, DekaMarkt.nl, SPAR.nl, Dirk.nl, Hoogvliet.com, and ALDI.nl. Of these newcomers, Deen.nl and DekaMarkt.nl rank the highest. Despite their Findability of 6% and 9% respectively, these online supermarkets manage a Conversion score of 27% (Deen.nl) and 22% (DekaMarkt.nl).

Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Smartphone
    Study Online Groceries
    Measurement date: April 2019
    Country: Netherlands
  • Score
  • 1 AH.nl 73
  • 2 PLUS.nl 69
  • 3 Jumbo.com 68
  • 4 Coop.nl 67

Online Groceries Market Insights Update

Get free high-level results in the Online Groceries Market Insights Update
Download Now

AH.nl best customer experience thanks to the presentation of its offer

In terms of online customer experience, AH.nl performs well on all themes, which leads to a Digital Customer Experience Score of 73. PLUS.nl is in second place in this ranking, with 69 points; Jumbo.com gets a 68-point CX-Score.

Aside from the AH brand, consumers also appreciate the way the offer is presented. The order process on Albert Heijn’s website is made easy mostly thanks to clever presenting of clusters of products, and intuitive, well-functioning filter options. One consumer says about this aspect: “The offer is presented very clearly. There’s enough information in the product description about when and how to use.”

Some Research Insights

  • In the Digital Sales Scan, AH.nl achieves a 45-point total, enough to beat its competition.

  • Jumbo.com ranks second with a Digital Sales Score of 40 points, and at a great distance, PLUS.nl follows, with 19 points.
  • Albert Heijn’s website is also the best in terms of customer experience: the well-known grocer grabs a total of 73 points here.

  • AH.nl wins the online orientation on online grocery shopping thanks to a higher Preference score (35%) than that of second place Jumbo.com (30%). Both supermarkets perform equally well on Findability: they’re each found by 9 out of every 10 consumers (90%).

  • Remarkable is the development of the number of providers in the market: the list has doubled from 6 to 12. The parties that make the list for the first time are Deen.nl, DekaMarkt.nl, SPAR.nl, Dirk.nl, Hoogvliet.com, and ALDI.nl.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening a new current account online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.