Chapter 03 / Where the order goes wrong
The store won the picking. The order still loses the shopper.
Most online grocery orders are picked in a store, by a store associate, for a household that associate has never met. The swap is decided under time pressure, the fee hides what the order costs, the slot cannot be moved without a phone call, and nobody says whether the cold bag stayed cold.
Every unwanted swap is a reason to try another store next week.
The shopper is told about the swap. They cannot say no in time.
46% of grocers tell the shopper a substitution may happen and how the rule works. Only 25% let the shopper accept or refuse it online before the order leaves. 41% allow a refusal only at pickup, and 34% give no say at all.
Read the finding and the decision ↗Sign in for the full findingThe fee is shown. The cost behind it is not, to the shopper or to the CFO.
Fulfillment Cost Transparency, all 200 banners: 27 Basic, 114 Developing (one total fee), 59 Advanced (fee breakdown visible), none Leading, so 59 (30%) Advanced or better; supermarkets 29%. Fulfillment Optimization, supermarkets: 16 of 116 (14%) slot by capacity or better, 78 slot by hand. The second half of the headline is argument and is labeled as such in the text.
Read the finding and the decision ↗Sign in for the full findingThe pickup slot is there. Changing it means a phone call.
Rescheduling Ease, all 200 banners: 64 Basic (not possible), 68 Developing (call only), 66 Advanced (online rescheduling), 2 Leading, so 68 (34%) Advanced or better; supermarkets 41%. Slot Availability is 66% in supermarkets and Pickup Options 53%.
Read the finding and the decision ↗Sign in for the full findingYou tell the shopper the order is late. You do not tell them it stayed cold.
Cold Chain Handling (Fresh/Frozen), all 200 banners: 40 Basic (no separation), 98 Developing (bagged separately, not insulated), 58 Advanced (dedicated insulated packaging), 4 Leading (temperature monitored and reported), so 62 (31%) Advanced or better; supermarkets 38%, with 3 Leading. Delay Notifications 53%, On-Time Delivery Reliability 61%, Picking Accuracy 49% in supermarkets.
Read the finding and the decision ↗Sign in for the full findingThe four levels behind this chapter
Every number in this chapter is a share of banners at Advanced or better. Here is what the four levels mean.
Put the findings to work