Grocery Outlet Case Study

You’d be hard pressed to find any supermarket chain as passionate about the savings and value delivered to customers as Grocery Outlet. Offering brand name products at up to 60% discount, Grocery Outlet has a following of customers who trust that it will be well worth their time to visit one of their 150+ stores for unmatched deals and savings.

But Grocery Outlet recognizes that when it comes to providing true value to customers, price is only part of the equation. Amazing customer experiences, great product variety, and a truly local look and feel are some other important factors that explain why customers continue to flock to Grocery Outlet locations.

Challenge

The importance of getting that customer experience right can never be overstated. Grocery Outlet takes nothing for granted when it comes to the relationships it has with customers and constantly strives for perfection. Prior to partnering with Agility Metrics, Grocery Outlet had already taken steps to measure and analyze customer experience performance, but the feedback gathered lacked precision and actionability, and as a result Grocery Outlet was incapable of accurately diagnosing the root causes of customer satisfaction or dissatisfaction.

Agility Metrics built a customized Customer Experience Management solution that allowed Grocery Outlet customers to provide real-time feedback via web, IVR, or mobile devices. Real-time online reporting and pushed scorecards ensured that key Grocery Outlet stakeholders, from senior corporate management to individual store managers, were constantly up-to-speed on the pulse of the customer experience across their entire chain of supermarkets.

Outcome

Agility Metrics helped Grocery Outlet achieve three major wins in terms of maximizing customer experience performance. First, the reporting system allowed Grocery Outlet to perform root cause analysis of customer pain points. This radically improved Grocery Outlet’s ability to address issues close to moments of truth and brought back customers who were on the point of defection.

Second, Agility Metrics provided insight into key differences in the client base from store to store, allowing management to better adapt their customer experience strategies to the needs of local clientele. The level of store-specific insight allowed for the development and deployment of customized strategies for each supermarket, ensuring a perfect fit perfectly into the local community environments.

Finally, Agility Metrics encouraged thrilled survey respondents to share their positive supermarket experiences with friends on Facebook using Clik2Tell. Seeding this positive word-of-mouth into the social web revolutionized Grocery Outlet’s social media strategy. Customers responded by visiting, liking, and engaging with the brand on Facebook, and an exciting customer community sprang up on the brand’s Facebook Fan Page.