H-E-B, Amazon Top New E-Commerce Retailer Preference Index

Chicago-based data firm dunnhumby has released its first ever index report that ranks retailers' e-commerce businesses and their resonance with consumers.
Zachary Russell
Associate Editor
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Dunnhumby, a customer data science firm, has released its inaugural eCommerce Retailer Preference Index (RPI), revealing big wins for retailers with a strong private brand presence.

In a near statistical tie, H-E-B edged out second placed Amazon and third placed Amazon Fresh as the top ranked e-commerce grocer. Walmart landed in the fourth spot and Sam’s Club rounded out the top five. Kroger, BJ’s Wholesale Club and Sprouts Farmers Market had the next highest scores in the RPI, with all three finishing in the top ten. The five drivers of customer preference for e-commerce, according to dunnhumby, are owned digital asset usage, ease and reliability, substitutes, product and price. 

Amazon and H-E-B also topped dunnhumby’s grocery RPI report from earlier this year, which was not focused on e-commerce.

“H-E-B’s impressive performance proves that it’s possible to compete and win against Amazon when it comes to grocery e-commerce. Their success offers mid-size and regional retailers a roadmap on how to succeed online,” said Grant Steadman, President of North America for dunnhumby. “H-E-B’s e-commerce journey goes back to 2015, when they first started with curbside pick-up, and they have since built up a powerful online ecosystem.  The combination of a simple and easy to use shopping experience with a fantastic emotional connection with customers shows how grocers can thrive in this multichannel landscape.”

A major takeaway from the new report is that omnichannel shoppers can be up to 40% of all shoppers. 38% of omnishoppers, who shop both online and in-person, are between the ages of 25-54 and have at least two children. On average they spend $531 per month across all the stores they shop and spend $131 per month - 25% of their share of wallet - with a single retailer.

In contrast, brick-and-mortar-only shoppers are at least 50% of a retailer’s shopping base. 57% of them are 55 and up, and are either empty nesters, retirees or both. On average, these shoppers spend $382 per month across all the stores they shop and spend $111 per month – 29% of their share of wallet – with a single retailer. 

The full report can be found here.