CJM – customer journey map The reviews were analyzed with further calculations, divided by Positive-Negative tones.

1. Online Supermarket
Research
Scheduling Worldwide by 4Service

2. MAIN OUTLINES
1 second delay in a website time results in a 7%
reduction in conversion rate.
Only 26% of the customers are satisfied with the
company website work.
60% of UK shoppers chose a supermarket
because of wide range of products
38% of the customers complain about wrong
information on products availability.
95% tell at least one other person about a bad
customer experiences with a company, while
54% said they share it with at least 5 other people
Only 41% of customers are satisfied with the
service provided.
1 out of 3 has faced the delivery issues with the
company – either not receiving the products at
all or service related.
59% said they would not shop with a retailer
again if they failed to deliver on time.

3. Research
parameters
Geography:
UK
Stages of the customer
journey:
• Enter the website
• Search for products
• Add products to the cart
• Order
• Receive the delivery
Number of the reviews
analyzed:
393 reviews on the website
https://uk.trustpilot.com
Period:
20.08.2019 – 20.02.2020 (till
quarantine period start)
Specifics of the research:
A consumer is 21% more likely
to leave a review after a
negative experience then a
positive one. So all the positive
results were calculated with
coefficient 1.21.
RESEARCH PARAMETERS
Methodology:
CJM – customer journey map
The reviews were analyzed with
the further calculations, divided
by Positive-Negative tones.

4. 32,4%
32,4%
13,5%
10,8%
13,5% Company 1
Company 2
Company 3
Company 4
Others
10,2% 11,0%
3,8%
12,3%
8,5%
26,3%
5,1%
24,6%
11,0%
32,6%
Website
/App
What influenced your customers opinion while shopping?
Negative
experience
(%)
Positive
experience(%)
Received
Products
Customer
Service
DriverProducts Prices Offers Refund Delivery Ecology
5,7%
14,0%
4,5%
24,2%
13,4%
22,9%
45,9%
26,1%
14,0%
6,4%
Which companies did
your customers
mention as better
alternative for
shopping after
negative experience?

5. § Their website is amazing and so
easy to navigate.
§ The ordering site is a delight and
takes minutes for my weekly order.
§ They had tech issues and lost all my
basket edits because of the cut-off
time.
§ So many ‘layers’ need to be clicked
through before you can finally
checkout! We were editing an
order for delivery, once finished,
and we’d clicked all the way
through, we thought we were
done. However, the delivery is
coming today with none of the
added items on it.
WEBSITE/APP
USAGE
PRODUCTS
RANGE/STOCK
PRICES
COUPONS/
OFFERS/VOUCHERS
PAYMENT
Experience MapExperienceChart(%of
satisfiedcustomers)
Summary
Experience
comments
The most often reasons of
complains are:
§ Problems with editing the
order
§ Problems accessing the
website
§ Virtual queue
§ Long loading time
1 second delay in a website time
results in a 7% reduction in
conversion rate.
§ Their range of products is
exceptional.
§ Such a wide variety which I love.
§ Certain items (the reason for
shopping with the company in
the first place) never seem to be
in stock, and worst of all,
produce seems to go off
quickly.
§ Then they didn’t even bother
themselves to state the item is
not available so I ordered it and
I was left without even an
alternative.
The most often reasons of
complains are:
§ Not actual information
about the stock
§ No substitution offered
§ Expensive substitution
without informing the
customer
§ We initially had an issue with our card
payment that meant our order was
cancelled. They went out of their way to
fix the issue.
§ Ridiculous payment processing. Don’t
bother ordering if you have a pre-paid
card as they will try to reserve more than
twice the value of the shop and cancel
your order if it fails.
§ I ask can I cancel out of protest that you
have taken more money in a dishonest
way because at checkout it stated my
total price and nowhere even in the small
print at checkout does it state otherwise,
nor in the email, I received right after
order was placed. The support staff said
he can cancel but it would cost me to do
so.
The most often reasons of complains
are:
§ Not enough info about extra
payment for heavy products etc.
§ Double charging due to technical
issues
§ No possibility to edit or cancel the
order right after the order done.
26,6%
52,2%
71,0%
41,5%
58,0%
§ Offers are great, the price-match
promise is great (if you overpay, you
get a voucher for the next shopping
round).
§ Works out cheaper than going to
the shop if you wait for the frequent
offer.
§ You can find the products they
stock much more cheaper on the
high street now.
§ For the past month we've decided
to shop with a cheaper reliable
supermarket.
Just 4% of all the customers left
review concerned about the
prices.
§ The company doesn’t have a loyalty
program but with the tons of offers and big
vouchers (i.e.15£ off)
§ The first time I have used the company ,
primarily because they had sent me a
voucher.
§ They send you an email confirming your
order and acknowledge the discount, but
conveniently forget to apply it when taking
your money.
§ Website that keeps crashing the
transaction did not process my code so I
did not receive my £20 discount.
§ Every time I'm trying to use one of this
vouchers it's never valid.
§ I tried to reorder, my 30% discount was
revoked as this was technically my second
order after a failed first order that never
arrived.
The most often reasons of
complains are:
§ No discounts by the voucher
due to technical reasons
§ Using vouchers instead of
excuses
60% of UK shoppers chose a
supermarket because of wide
range of products
50% of UK shoppers chose a
supermarket because of the price
and promotions.
54% of UK shoppers’ choice of retailer is
influenced by loyalty schemes allowing them
to collect and redeem
points when shopping.
76% of UK retailers surveyed agreed that the
effect of discounting on brand perception
among customers was positive.
31% of the customers blame retailer when
their credit card declined points when
shopping.
76% of UK retailers surveyed agreed that the
effect of discounting on brand perception
among customers was positive.
General
statistics

6. eneral
tatistics
CUSTOMER
SERVICE
DELIVERY TIME
MISSING DELIVERY /
MISSING PRODUCTS
DELIVERY COST DRIVERS
Experience Map
Experience
Chat(%of
satisfied
customers)
ExtrainfoExperience
comments
The most often reasons of
complains are:
§ Promised to call and did not
§ Robotic answers
§ No substitution offered
§ Expensive substitution
without informing the
customer
41,3%
69,5%
30,0%
64,3%
87,9%
§ I am quite shocked how
consistently good their customer
service is.
§ Every time their customer service
was absolutely brilliant and so
positive and can do attitude
§ Their customer service is
extremely slow to respond.
§ Terrible customer service with
staff who clearly need further
training to be able to think
outside of the box!
§ The person we contacted on the
live chat was hopeless and rude
§ Driver has always arrived within
time slot chosen.
§ The the company drivers almost
without exception, arrive within the
alloted 1 hour slot.
§ My orders have been late three
times now in quick succession,
each time leaving me late for an
appointment.
§ My delivery was postponed twice
and it finally arrived 2 days late and
when it arrived I have noticed
missing items from the order.
§ I only used them once and my
shopping was not delivered .
§ Despite being told no items were
missing from my shopping, they
failed to make a complete delivery.
§ Driver never arrived and my
groceries were never delivered!
§ I always get my groceries delivered
on a Wednesday, which usually
means my delivery charge is zero, so
it would cost me more (in petrol and
parking charges) to go to Waitrose
and shop for myself, not to mention
the hassle.
§ I used the company for over a year,
the delivery prices gone up ! The
monthly delivery pass for £3.99 don't
exist any more so the cheaper option
is £9.99 a month - and this is
expensive!
§ The drivers are so polite, helpful and
cheerful.
§ Their drivers are helpful, friendly and
cheerful.
§ The driver was late (as always) but
more importantly so rude,
practically throwing our shopping at
us because he was running late.
§ Driver was late, rude, ignorant and
told me he didn’t have time to wait
for me to empty bags to give them
back to get a refund on them
The most often reasons of
complains are:
§ Not informing the
customers about delivery
postpone
§ Hard to organize different
time if delivery time
changed not by the
customer fault
The most often reasons of complains
are:
§ Not informing the customers
§ No substitution offered
§ Not providing the slot for the
nearest time if delivery missing
by the driver`s fault
§ Taking payment even if driver
did not found the right address
64% of UK customers choosing the store
because of its services
95% tell at least one other person
about a bad customer experiences
with a company, while 54% said
they share it with at least 5 other
people.
60% of people shopping online last
year had problems with delivery of
their item.
87% of UK customers said their
orders had arrived on time.
59% said they would not shop with
a retailer again if they failed to
deliver on time.
88% said that free shipping with 5-
7 day delivery time is more
attractive than paying a fee for 1-2
day faster delivery
60% consumers have increased
their total spend in the past to
qualify for free shipping

7. General
statistics
PRODUCTS
QUALITY
PRODUCTS
FRESHNESS
DAMAGED/SPLIT
PRODUCTS
REFUND ECOLOGY
§ I am very picky about quality of
food, especially veg.
§ Food quality is really good fruit
and veg lasts really long!
§ Shopping with the company is
like a terrible meal, you keep
taking mouthfuls hoping the next
one will taste better but it never
does.
§ The last shop we did with the
company we were not happy with
the quality of their meats etc, and
found ourselves going shopping
for replacements (which ment
shopping at the company was
pointless).
Experience Map
ExperienceChat
(%ofsatisfied
customers)
Extrainfo
Experience
comments
The most often reasons of
complains are:
§ Not informing the customers
about delivery postpone
§ Hard to organize different time
if delivery time changed not by
the customer fault
§ Everything is well packed
§ Had to throw out my expensive
rug due to leakage of product.
§ Every week at least 2 - 3 items
are damaged (and I'm not
taking about tears or bumps to
packaging - yogurts completely
smashed and all over all the
other items packed, multipack
of crisps with top sliced off and
crisps scattered in bag, bread
squashed to half the size etc.).
The most often reasons of
complains are:
§ Damaged, split products, not
packed well.
§ Always issue refunds promptly if
problems do occur with items.
§ Within the hour the company
had not only refunded the
chops but a £10 voucher as well.
§ Took money from my card and
never see the food. Refused to
refund nor redelivery. Called
them and get replied that this is
our terms and conditions.
§ I then spent about an hour in
chat working out the refund
which was not done correctly. I
then had an email stating it
takes up to 10 days for a refund.
Just 4% of all the customers left
review concerned about the
prices.
§ I love they recycle the carrier bags, taking
my previous bags back and refunding the
cost.
§ The company helpfully provides its goods
in bags, which it will collect and recycle,
unlike a major competitor that has gone
“bagless” in a misguided “green” initiative,
which means that the driver has to unpack
all one’s groceries onto the floor!
§ This immoral company is trying to open a
distribution warehouse and refuelling
station literally a few metres behind a local
primary school. They have shown no
concern about children breathing in toxic
fumes from the large diesel lorries.
The most often reasons of
complains are:
§ Advertised green recycling
bags company and at the
same time building the
distribution center near
school.
50,6%
24,7% 24,7%
55,9%
13,6%
§ Meat and veggies come fresh
and last for long.
§ Everything I ordered was
present, fresh and on time.
§ They delivered items that were
going bad the day of delivery.
§ A lot of the "fresh" items come
with a short use by date, even
though they have a "minimum
life guarantee".
The most often reasons of
complains are:
§ Freshness of
fruits/vegetables, meat
§ Shortage usage dates
Concern for the environment became
a conscious purchasing driver for 54%
of consumers.
34% would be willing to pay more for
ethically certified goods.
56% claimed to be using fewer plastic
bags, 40% were avoiding single-use
plastic bags
96% of the customers said that
freshness of the products is important
while choosing the place for shopping.
61% of customers say that quality
packaging makes a brand seem more
upmarket.

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