Ocado sees “sharp deterioration” in customer satisfaction ratings as it struggles under pressure

Ocado has seen it customer feedback ratings strongly decline during the coronavirus crisis as unprecedented demand leads to delayed deliveries and product substitutions.

According to new research from ratings giant Jefferies, which analysed nearly 2000 Trustpilot reviews throughout March, Ocado’s customer feedback scores “sharply deteriorated”.

Meanwhile larger multichannel grocers including Tesco, Morrisons, Asda and Iceland have all seen their average start ratings increase in March compared to February.

Waitrose ranked highest in terms of user ratings over March, despite dropping slightly since February.

Morrisons and Tesco are expected to expand quickly over the next month, increasing their online capacity by 60 per cent and 33 per cent respectively.

READ MORE: Ocado spends £1.5m on 100,000 COVID-19 testing kits for its staff

Sainsbury’s meanwhile has written to customers regarding a significant increase in click & collect locations, which could reportedly spell trouble for Ocado.

“Whilst stocking up will have impacted, the critical risk for Ocado is that multichannel players shift their online focus to a click & collect model,” Jefferies said.

“This would be a logical step as it would reconcile the current (temporary?) need for more capacity with the economic realities of minimising last mile delivery challenges. In other words multiplying vans located in store car parks rather than using them for home deliveries would be an obvious step for the industry to take. And in doing so possibly shape consumer behaviour for the longer term.”

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