One year later: What do shoppers think of the Whole Foods-Amazon partnership in 2018?
Our inboxes exploded this morning with news that Amazon will be purchasing Whole Foods for $13.7 billion.
Whoa, that's big.
On receiving the news, Field Agent sprang into action with a quick, five-question survey of 300 Whole Foods shoppers. What, we wondered, do Whole Foods customers think about the acquisition?
The results from this mobile survey are presented below as a five-question, Quick-Fire Q&A.
Take a look!
Oh, by the way, yesterday we converged on all 10 brand new Lidl stores to capture photos, video, and shopper feedback from the retailer’s first full day in the United States.
Check out our full video and shopper report from this exciting campaign!
Field Agent first screened its panel of one million U.S. consumers to locate agents who shop at Whole Foods at least three times a month. We then targeted some of these agents with a five-question survey, which we ran for approximately five hours.
The majority (57%) doesn’t expect the acquisition to influence how much they shop at Whole Foods.
Although only 7% said they’ll probably end up shopping less at Whole Foods, a healthy 36% said they expect to shop there more.
Virtually no one said they’ll stop shopping at Whole Foods altogether.
Yes. Indeed, only 9% responded, “I hope Amazon doesn’t change anything.”
Perhaps not surprisingly, 61% are hoping to see a drop in everyday prices at Whole Foods following the Amazon purchase. Another 58% want to see more promotions, coupons, etc.
Also among the top responses, 60% indicated they hope to see Amazon tie-ins—like, for example, discounts for Prime members.
Notably, 47% want more digital services like curbside, home, and even drone delivery.
Many are feeling pretty pensive about the whole ordeal.
Field Agent presented respondents with 10 emojis—representing a broad range of emotions: happy, sad, angry, incredulous, shocked, etc.
Fully 38% of respondents said they’re feeling primarily thoughtful, reflective, or pensive about the news, while 18% feel mostly happy and 10% shocked.
This morning, Whole Foods sent customers an email saying, in part, “We will continue to operate our stores and deliver the highest quality, delicious natural and organic products that you’ve come to love and trust from Whole Foods Market.”
We asked shoppers to what extent they believe this statement.
Sixty-one percent said the statement is either completely or very believable. Only 7%, conversely, said the message is not very or not at all believable.
See for yourself:
The Field Agent blog—Endcaps & Insights—regularly publishes intel from the forwardmost edge of the retail industry.
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