Room for E-Commerce Improvement
Progressive Grocer|February 2021
CLOSE THE PICKUP AND DELIVERY GAP IN 2021.

As grocery e-commerce surged throughout 2020, Americans reaffirmed a preference for curbside pickup over delivery. Households tend to favor grocery pickup because it costs less than delivery and, in theory, they have more control over when their order is received.

However, satisfaction with pickup has lagged delivery in two key areas that affect the overall shopping experience: selecting a time slot and receiving the order. Food retailers have an opportunity to improve both this year.

Selecting a Time Slot

Pickup satisfaction scores related to selecting a preferred time slot lag delivery by 10 percentage points when comparing the share of very/extremely satisfied customers, according to research that Brick Meets Click conducted with Toronto-based Mercatus last November.

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