Kroger didn’t fare as well as other grocers in a recent loyalty survey.
The Cincinnati-based store received a score of 58 percent on Market Force Information’s composite loyalty index, 19 percent below first place winner Wegman’s Food Markets located mostly in New York, Pennsylvania, Virginia and a few smaller northeast states.
Kroger scored well in the click-and-collect category, along with Walmart, a service that 15 percent of shoppers have used, up from 9 percent in 2017.
But the study of 12,800 shoppers, found that other retailers in the Dayton area had higher overall scores than 13th-ranked Kroger: Trader Joe’s (3rd), Aldi (4th), Costco (8th), Sam’s Club (10th), and Whole Foods Market (11th). Kroger is also the parent company of sixth-place Fry’s Food Stores.
The loyalty index is based on how participants rated their satisfaction with their most recent grocery shopping experience and their likelihood to refer that grocer to others.
The study found that convenient location is the main driver for shopping at a store. Sales and promotions as well as value for money paid are almost equally as important to shoppers.
In the Dayton area, Kroger has 44 supermarkets; Trader Joe’s, which had the fastest checkouts, has one store; Aldi has 15 locations; Costco has one store; Sam’s club has three stores; and Whole Foods has two stores.
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