Daily Insights

Top 10 Grocery Brands in Digital

By: Alizah Asif Farooqi | Mar 14, 2018

After Amazon’s entry into the grocery sector, brands have had to reinforce their websites with features focused on retaining shopper loyalty. The top ten brands in L2’s first Digital IQ Index: Grocery exemplify these traits and concentrate on personalization, convenience, and visibility for the consumer.

1. Amazon
Digital IQ: 149

Amazon earns the top spot by offering a best-in-class Prime account experience and product pages loaded with extensive information, ratings, and reviews. In addition to maintaining the leading ad product offering for manufacturer brands, the e-commerce giant earns the highest Google search visibility in L2’s study. Furthermore, Amazon boasts the fastest mobile site out of all tracked brands and invests in outstanding video content.

2. Walmart
Digital IQ: 146

Walmart’s website incorporates a wide variety of advanced e-commerce and omnichannel features including expedited payment options and free grocery pickup. The company also excels at social media, earning high views on YouTube and using Instagram Stories to promote Walmart Grocery pickup. Customizable account settings and dedicated customer programs on the brand’s app help satisfy consumer needs, while regularly promoted savings opportunities retain loyalty.

3. H-E-B
Digital IQ: 136

H-E-B comes in at #3 with over 70% ownership of results surfaced by branded keyword searches on mobile and the sixth-highest visibility against unbranded grocery searches. The chain also promoted timely hurricane relief content, generating significant engagement on both YouTube and Facebook.

4. Target
Digital IQ: 135

A multi-tiered product recommendation engine is one of the most advanced cross-selling features in L2’s study and helps put Target in a top spot. Additionally, the company incorporates a wide array of navigation features on its app, garnering the highest App Store rating count out of all tracked brands.

5. Kroger
Digital IQ: 134

The supermarket leader on Facebook, Kroger earns high engagement on posts about DIY projects and feel-good stories. It boasts a fully-stocked account offering and a unique loyalty program to keep customers coming back. Finally, the brand tops off its mobile website with an extensive coupon section and weekly circulars.

6. Publix
Digital IQ: 128

Publix comes in at #6 and boasts an 82% appearance in searches related to delivery. Additionally, It leads in visibility against unbranded and mobile and desktop keyword searches.

6. Sam’s Club
Digital IQ: 128

Like parent brand Walmart, Sam’s Club stands out on digital. Both brands maintain successful Scan & Go apps, allowing customers to scan items and pay through the app. Features like Sam’s Exclusive badges, online-only products, and member-exclusive order for pickup keep the club store ahead of the pack.

8. ShopRite
Digital IQ: 125

ShopRite boasts the most sophisticated website out of all tracked brands in L2’s study, offering a wide array of search and navigation features. Additionally, the brand achieved twice as much Facebook engagement as the average grocer.

9. Meijer
Digital IQ: 120

This Michigan-based regional grocer leads competitors when it comes to organic visibility. In addition, Meijer’s website fields 10% more direct traffic than the average grocer, and the Meijer app ensures customers can access the brand’s mPerks loyalty program by positioning it in the most visible place in the app interface.

10. FreshDirect
Digital IQ: 118

FreshDirect’s strong mobile site is enhanced by a streamlined checkout process and live chat. The online grocer also leads in mobile web display advertising.