A recent survey by consumer watchdog Which? has highlighted the unpredictability faced by online grocery shoppers regarding product substitutions, with an alarming number of customers receiving unexpected items in their deliveries. The survey found that 29% of shoppers received a substitution in their most recent online order, revealing a startling variety of bizarre replacements that left many customers confused.
The findings indicate that Asda had the highest rate of substitutions, with nearly half of its online shoppers reporting receiving alternative items. Customers shared humorous and perplexing examples, such as one shopper receiving bananas instead of pizza, a roasting tin substituted for roast potatoes, and micellar water delivered in place of drinking water. Customers rated Asda’s choice of substitute items just two out of five stars, illustrating dissatisfaction with the replacements offered.
Sainsbury's fared slightly better, with approximately one-third of its customers reporting substitutions. However, the supermarket received a more favourable score of three stars, suggesting a greater acceptance of the alternatives provided, although some reported more unusual exchanges, such as leeks sent instead of flowers.
Meanwhile, around 31% of Morrisons shoppers experienced similar inconveniences. One customer reported receiving sanitary towels instead of sandwich wraps and another received fish steaks in place of lemon cupcakes. A Morrisons spokeswoman responded to the allegations, stating: “We have reviewed all of the online substitutions for the last 800 days... we have no record of the ones Which? is claiming. So it sounds to us like it could be an urban myth.”
Amazon Fresh and Tesco also had notable instances of substitutions, with 27% of Amazon Fresh customers and 25% of Tesco shoppers reporting similar issues. Examples included jelly sweets delivered instead of free-range eggs and orange-flavour vitamins in place of a Terry’s Chocolate Orange.
The survey highlighted potential hazards in these substitutions, particularly for customers with dietary restrictions. Instances were reported where shoppers received regular cheese instead of lactose-free alternatives and gluten-containing items instead of gluten-free ones. Which? Money and Retail editor Reena Sewraz commented on the findings, stating, “While some product substitutions in your online food delivery can be welcome, our research has shown that they can also be well wide of the mark – ranging from strange to completely inappropriate.”
Supermarkets typically evaluate factors like brand similarity, price, and item availability when selecting substitutions, but the Which? findings suggest that these computer-generated replacements often fall short of expectations. Many supermarkets do allow customers to opt out of receiving substitutions entirely and provide notifications about potential replacements prior to delivery, enabling customers to reject unwanted items upon arrival.
Reflecting on the issue, an Asda spokesman noted that the majority of substitute items are generally accepted by customers, maintaining that overall satisfaction remains high. He further requested that Which? provide specific details about the orders to clarify potential misunderstandings. Sainsbury’s reiterated its commitment to improving customer experiences, stating, “We’re sorry that on the rare occasion this might not be quite right... our customer satisfaction scores tell us that our substitutions have improved over the last few years.”
Source: Noah Wire Services