RE: First Insight10 Jun 2016 18:23
I have been a satisfied Amazon customer for more than a decade, and I have been paying the annual fee for the Prime delivery and video service for nearly that long. I am also a dedicated online grocery shopper. I loathe the big supermarket near my house, so I pay a monthly subscription fee to the UK’s Ocado service and have been getting two food deliveries a week for more than five years. This week, my loyalties collided as Amazon launched its “Fresh” grocery delivery services in central London. Much as I rely on Ocado, I do not love it. Perhaps Amazon could do better. Clearly it was time to run a beauty contest to see which delivery service should get the Masters family mandate. Ordering on Ocado was much easier, partly down to familiarity: Ocado’s algorithms know what I like — when I type in beans, my preferred “family sized” package of green beans appears as the first option followed by the canned kidney beans I buy for making chilli. Amazon Fresh just put up a mixed list of various types of beans. The Amazon website had other, deeper flaws. When I typed in “farmhouse bread” it defaulted to the regular Amazon site and offered me a “farmhouse” cookbook and a rustic looking wooden bread basket. Only after I located and ticked a special box saying Fresh did the white bread I was seeking appear. Amazon did have some lovely high-end options: a topside roast beef from Prince Charles’s Highgrove estate (£20 per kg) and lemon chiffon cake from the snazzy Konditor & Cook bakery (£28). But both were out of my price range.
Prices for ordinary items were competitive, keeping in mind that Ocado already has a reputation for being at the high end. Amy’s brand organic soups were £1.70 on both sites; Andrex toilet paper was also the same although Ocado said the £3.50 for nine rolls was a special offer and Amazon did not. Ocado had seven Gala apples for £1.40 while Amazon had five for £1.
Both companies emailed and texted to confirm the deliveries, and the trucks arrived on time. Amazon’s order came in paper bags, Ocado used plastic. Both drivers offered to take the bags away again. Each company provided fresh, unbruised fruit with reasonable expiration dates as well as ice cream that was reassuringly frozen.
But Amazon had one key flaw. In between placing my order and clicking OK for the credit card, four of the 16 items went out of stock. Chocolate cake is forgivable, but how can any self-respecting grocery store run out of skimmed milk? Even worse, there were so many problematic items and they were so poorly flagged up that I failed to realise that broccoli was unavailable. The driver also did not bring a paper receipt, making it even harder to check for missing items. So now we have no veg for dinner and I am seriously irked.
My experience may just be due to teething pains with a new delivery service. But the contrast between the blips w