What Millennials really think of Jewel-Osco
In 2019, we don’t have a lack of options regarding where and how we shop; We can shop in retail, grocery, convenience stores, online, pick-up, you name it. As technology evolves and our options expand, it’s no wonder the Millennial generation is changing the way we go about our shopping experience. With so many different companies out there, and many offering online options, it’s no surprise that grocery retailers like, Jewel-Osco, are having difficulty bringing this particular generation into their stores.
To dive deeper into the Millennial mindset, I interviewed two people from that generation to hear their perspective. The first interview that I conducted was from my cousin, Kevin. He is 26 years old and lives in Naperville, IL. The second interview that was conducted was with my neighbor, Lisa. She lives in Naperville, IL and is 33 years old.
Going against the grain, Kevin actually does go to Jewel, and often. He says that since his family had been going there since he was little, he had grown accustomed to shopping there. Additionally, it’s the closest grocery to his house, and therefore he goes for the convenience factor as well. Besides Jewel, Kevin likes to shop for groceries at Trader Joe’s and Meijer. When asked what he enjoys about those stores, he stated that, “Trader Joe’s tends to have higher quality products, for a lot cheaper. I also enjoy the fact that they have a lot more organic, healthy options.” When asked what he does not like about Jewel, he stated that, “there’s often not enough registers, lines are long, and it’d be better if they had more self-service lanes.” I asked him his thoughts on Jewel having an app that was equipped with digital coupons, and he said that he, “would download the app, because other grocery stores offer similar options” and that he really enjoys getting the discounts in a convenient way.
Next, I interviewed Lisa. She is a stay-at-home mom to two young children. She lives in the same neighborhood as Kevin, but despite being equally as close as he is to Jewel, will not shop there. “Jewel is a 5-minute drive from my house, but I would rather drive a longer distance to go somewhere else” Lisa says. When asked why, she said that she believes that the prices of Jewel’s products do not match the quality. Additionally, she said that because it is the closest grocery store, to a large quantity of people in the area, she said she avoids going because of the crowds. “Going there is not a pleasant experience for me” she says. When asked where she prefers to shop, she replied that she often goes to Mariano’s and Trader Joe’s. She stated that both stores create a more welcoming environment, along with better customer service. She also stated that, “unlike Jewel-Osco, the prices match the quality of most everything you buy at either store.”
