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LONDON – With a Digital Sales Score of 82, is the clear favourite when it comes to buying groceries online in the UK, followed by (73 points) and (72 points). This is the result of WUA’s latest digital customer experience benchmark study, which was carried out in April 2018 with 300 consumers on their own personal desktop computer or laptop. This study was also carried out in The Netherlands and Germany at the same time.

  • Digital Sales Score
    Study: Online Groceries
    Measurement: April 2018
    Country: United Kingdom
  • Score
  • 1 82
  • 2 73
  • 3 72
  • 4 57
  • 5 57
  • 6 57
  • 7 54
  • 8 51
  • 9 49
  • 10 45
  • 11 39
  • See full list

More results can be found in the latest Online Groceries Insights Update.

Potential customers were given the following task:

“Imagine you want to cook dinner for 3 friends next week, and for this you need groceries. You want to order the groceries online and have them delivered to your home. Use your desktop computer or laptop to order all the ingredients for your dinner party (food and drink). Go as far as you can, without actually placing an order.”

As these potential customers searched online for groceries, they each evaluated the websites they came across, based on first impression, further look into the customer journey, and ultimately the order process. With this study, WUA is able to determine customer experience and preference, and how real consumers experience the orientation and decision-making process in the UK online groceries market.

This study shows once again that Digital Excellence is an absolute necessity. To beat the competition, you have to offer an excellent digital experience in the entire customer journey, and take the number 1 position when it comes to preference. Being found and scoring high in Google isn’t enough.

Some insights from this study

More results can be found in the latest Online Groceries Insights Update.

  • The winner of this Digital Sales Scan is (82/100 points), followed by with 73 points and with 72 points. The other websites in this study scored 57 points or lower.
  • has by far the highest findability (89%), and are found by 72% and 67% of respondents respectively. The other websites have a much lower findability, between 10% and 39%.
  • Despite its relatively high findability of 72%, has a much lower conversion (20%) than (31%), (29%), (26%), and (25%).
  • When it comes to the customer experience themes Look & Feel, Product Offer, and Brand, and battle for the highest scores. scores slightly above average on all themes, apart from Brand in the First Impression phase (1 point below average).
  • In the First Impression phase, (86 points) scores 6 points higher than (80 points) on Look & Feel. In the Further Look phase however, (87 points) scores higher on this theme than (83 points) and (83 points).
  • does not get the highest score on any of the customer experience themes, but this website does have by far the highest overall preference. 27% of respondents chose as their number 1 website. The second and third highest preference scores were for (19%) and (15%). The other websites in this study were the number 1 choice for 9% of respondents or fewer.
  • For most respondents, the most important aspects of online grocery shopping are home delivery (81%), freshness and quality of the products (67%), and price (61%). Fast delivery (less than 48 hours) was deemed less important (47%).
  • Just 29% of respondents felt that meal boxes were an interesting alternative to normal groceries. 20% were not interested in meal boxes at all.

  • When shopping online for groceries, 48% of respondents prefer to buy staple foods. The next most popular items to be bought online are frozen foods (15%) and beverages (13%). Fresh foods (9%) and fruit and vegetables (8%) were less likely to be bought online.

Aim of this study

The aim of the study is to precisely identify the digital experience of consumers when they search for groceries online. Who do they choose to buy from, and mainly: Why? Using a proven model WUA has worked on over the past ten years, we map out what it is exactly that consumers want, what the best practices are, and what the areas for improvement are.

Who can benefit from this study

In the study, WUA’s online experts reveal problem areas and areas for improvement for all customer experience themes, based on the Digital Sales Model. We offer conclusions and concrete recommendations to a limited number of providers in a tailored report. Who can benefit from this study:

  • Everyone who is commercially responsible: The winner takes it all.
  • Management: For the right direction and mindset.
  • Online marketing professionals: Get started immediately with the recommendations for higher conversion.
  • Research: Thorough research with validated model is the foundation for digital success.
  • Proposition/marketing: In addition to Look & Feel, the customer experience themes of Product Offer and Brand are key factors in the purchasing process.

The level of cooperation of the above stakeholders can make or break digital success!