Ocado has the second worst online experience of all UK supermarkets according to a damning new survey.
Ocado, the pureplay online grocer, came behind every other major UK grocer except Budgens in terms of its overall digital experience, The Grocer reported.
The survey, commissioned by MullenLowe Profero, looked at supermarkets’ websites, apps, social media and email communication.
Just 45 per cent of customers said they thought Ocado’s overall experience was “good” or “exceptional”, nearly half the table leader Tesco’s 85 per cent.
In contrast Marks & Spencer, which entered into a joint partnership with Ocado to launch Ocado Retail last year, was ranked fourth behind Tesco, Sainsbury’s and Asda.
Amazon Fresh, the only other UK grocer without a significant physical presence, saw 54 per cent of respondents deem its digital experience good or exceptional.
“We’re seeing significant differences in consumer satisfaction within the category. Tesco and Sainsbury’s are clearly delivering a fantastic digital experience in challenging times,” MullenLowe Profero’s head of strategy Howard Pull told The Grocer.
“We’d love to see those towards the bottom of the table taking the lead from those at the top and upping their digital offers. What is clear is that some have a long way to go with issues such as availability, particularly when the expectations are so high with their customer base.”