article on fresh food
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Fresh food
-Swetha02
According to surveys in several European countries, consumers believe that discounters’ fresh products are as good as—and sometimes even superior to—those at supermarkets, and lower priced to boot. This perception is worrisome to supermarkets, and rightly so, because fresh products drive store traffic, basket size, and customer loyalty. Recent research has shown that if customers are satisfied with a retailer’s fresh offerings, they will shop there more frequently, spend more money on each visit, and start to buy from the retailer’s other departments as well. For instance, a leading retailer found that more than 50 percentage of its loyal customers would highly recommend fruits, vegetables, and meat departments (compared with 20 percentage for the health and beauty department, or 13 percentage for sweet snacks). Another large grocery retailer found that fresh-food quality—not price—was the number-one driver of satisfaction among its customers.