Target tops satisfaction ranking, beating Amazon!

As the epidemic has dealt a severe blow to physical stores , more and more consumers have started to shop online . It turns out that when shopping online, the shopping experience is crucial to consumers .

Kantar , a global consumer research company based in New York, has revealed the retailers where consumers are by far the most satisfied with their online shopping experience .

According to the latest data from Kantar's "Commerce Snapshot" report, Target ranked highest overall , with 78 % of consumers having a good shopping experience on the site . The report shows that Target's top ranking is due to its strong performance in product quality ( 82% ) , delivery speed ( 79% ) and customer service ( 77% ) .

The growth of e-commerce has driven Target's year-over-year sales growth during the pandemic , with the Minneapolis- based retailer's digital business growing 118% in the fourth quarter ended Jan. 30. Target also said more than 12 million customers became multichannel shoppers in the fourth quarter.

In addition , delivery service provider Instacart and e-commerce giant Amazon tied for second place , with consumer satisfaction ratings of 71% each. In terms of product quality, San Francisco-based Instacart ranked second among all retailers at 74%. Walmart and New York-based online grocery retailer Boxed rounded out the top five with consumer satisfaction ratings of 69% and 66%, respectively.

It is understood that Amazon hopes to further improve its product delivery through a new study. Larry Hardesty, editor of the Amazon Science Blog, said that the Amazon Last Mile Team is working with MIT to carry out the Amazon Last Mile Route Research Challenge. In this challenge, the academic team trained machine learning models to predict the delivery routes chosen by experienced drivers.

Kantar research shows that today's online shoppers crave a seamless shopping experience, with out-of-stocks ( 27% ) and not trusting others to select products for them ( 27% ) being the biggest pain points for shoppers. Consumers also don't like the cost of online shopping, with 24% frustrated by the cost of online shopping . Walmart has recently taken action to improve its same-day delivery service by eliminating its $35 express delivery fee.

According to a survey of 2,038 American adults by Instacart and Harris Poll, 77% of those who bought groceries online during the pandemic said they were likely to continue doing so in the future. Therefore, in the face of consumers' increasingly high shopping demands, retailers can only stand out in the market by striving to keep up and meet them .

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