Color to the Data: Customer Feedback Letters
How are Retailers Doing It? In Customers’ Own Words
Customer Feedback for Some Retailers, written by dh’s RPI AI Agent
We didn’t just collect closed-ended ratings of each chain’s customer value proposition. We also asked customers, at the end of our survey, a simple open-ended question, asking for their final reactions, likes, and dislikes to the chains they’ve been rating.
We enlisted the help of dunnhumby’s RPI AI Agent to turn this large unstructured data set of open-ended, sometimes lengthy and rambling responses, into a “feedback sandwich” of things they like and things they don’t like, that a customer might write to them, to capture the reasons and emotions customers feel about these retailers.
We trained the AI agent to add color to the quantitative data, based on these verbatims, so that the attribute strengths and weaknesses are translated into the language and feelings of everyday shoppers.
On this page, you’ll find letters for the top 3 retailers overall in the RPI, as well as the 5 retailers profiled in the previous section.
H-E-B
I've been shopping at H-E-B for years now, and I wanted to share what I love about your stores and also mention one thing that could make the experience even better.
What I Really Love
Honestly, H-E-B is just an amazing store all around. The sales and discounts you offer are always really good—I can actually save money on stuff I buy regularly, not just random things I don't need. This makes a real difference when I'm trying to make my paycheck stretch. Your coupons are helpful and the deals make a real difference in my grocery budget. I also love that your store brand products are high quality and way cheaper than the name brands. The H-E-B brand stuff is honestly just as good, sometimes even better, which means I don't have to sacrifice quality to save money.
The quality at H-E-B is fantastic. Your produce is fresh, the meat department is top-notch, and everything just feels well-maintained. The stores are clean, the staff is friendly and helpful, and I can tell you guys care about doing things right. Plus, your app actually works well and makes shopping easier—I can find what I need, see deals, and even order online if I want to, which is perfect for those weeks when I'm too busy to get to the store.
What really sets H-E-B apart though is how connected you are to the Texas community. You're not just another big chain—you actually care about local stuff, help out during tough times, and it shows that you're invested here. That matters a lot to me. And the fact that I can get everything I need in one trip? That's huge when I've got a million other things to do. H-E-B has the variety where I don't need to go anywhere else.
One Thing That Could Be Better
The one thing I'd really like to see is a better rewards program. I shop at H-E-B all the time, and it would be awesome if there was some kind of loyalty points or rewards system that recognized regular customers like me. A lot of other stores have this, and it feels good to get something back for being loyal and for all the money I spend there. I know you have great sales already, but having personalized rewards based on what I actually buy would make the experience even better.
Why I'll Always Shop Here
H-E-B has everything I need with amazing quality and great sales that actually save me money. Your store brand is excellent, and I love that you're a Texas company that cares about the community. That's why I keep coming back.
Thanks, A Loyal H-E-B Customer
Market Basket
I've been shopping at Market Basket for a while, and I wanted to share what keeps me coming back as well as some areas where I think you could improve.
What I Love About Market Basket
The prices at Market Basket are honestly unbeatable. You guys have everyday low prices that don't require me to jump through hoops with coupons or wait for special sales—the prices are just good all the time. This makes grocery shopping so much simpler and less stressful when I'm trying to stay on budget. When you do have sales, they're actually big enough to make a real difference in my grocery bill, not just saving pennies here and there. Your store brand products are another huge win—they save me a ton of money and are actually good quality.
I also really appreciate that I can get everything I need in one trip. Market Basket has the variety where I don't need to run to multiple stores, which saves me so much time when my schedule is already packed. The selection is solid, including international products that are hard to find elsewhere. And I can tell you care about your employees—it shows in how they work and the whole vibe of the store. Plus, your prices stay consistent instead of constantly changing, which makes budgeting way easier from week to week.
Where Things Could Be Better
The biggest issue is your digital experience—or really, the lack of one. There's no good app, online shopping is basically non-existent, and you're not using technology to make things easier like other stores are. In 2025, that's a real problem, especially for those weeks when I'm too swamped to get to the store in person. I'd love to be able to order online or at least have an app with a shopping list feature.
The checkout experience also needs work. Lines can get really long and it takes forever to get out sometimes, which is frustrating when I'm in a hurry or just want to get home. And honestly, some kind of loyalty program would be nice. I shop at Market Basket all the time because of your prices, but it would be nice to get some rewards or personalized deals for being a regular customer and supporting you week after week.
Why I Keep Shopping Here
Your everyday low prices are the best around, and your sales actually matter. I can do all my shopping in one place and your store brands save me serious money. That's why I keep coming back.
Thanks, A Loyal Market Basket Customer
Woodmans
I've been shopping at Woodmans for a while now, and I wanted to let you know what I really like about your stores and also share a few things that could be better.
What I Really Like
The biggest thing is your selection—you guys have everything! I can get all my groceries in one trip instead of running to multiple stores, which saves me so much time when I'm already busy. Whether I need regular stuff or something more unique, like ingredients for international recipes, I know Woodmans will have it. Your international food section is actually really impressive and has things I just can't find at other stores around here, which means I don't have to drive all over town hunting for specific items.
I also really appreciate that your prices are just low all the time. I don't have to worry about clipping a bunch of coupons or waiting for the right sale to get a decent price—it's already fair when I walk in. That makes shopping way less stressful and helps me stick to my budget without playing games. And honestly, you almost always have what I'm looking for in stock. I hate when I go somewhere for a specific item and they're out of it, but that hardly ever happens at Woodmans. Plus, when you do have sales, they're actually noticeable and helpful.
Where You Could Do Better
The main thing is you really need an app. Pretty much every other store has one now where you can see digital coupons, make shopping lists, and even find where stuff is in the store. It would make shopping at Woodmans so much easier and more convenient, especially when I'm trying to remember everything I need to buy.
I also wish you had more locations. I have to drive pretty far to get to Woodmans, and while I think it's worth it, I'd definitely shop there more often if there was one closer to my house. The drive adds up, especially with gas prices. And honestly, a rewards program would be nice. A lot of other grocery stores give you points or discounts for being a regular customer, and I’d like it if Woodmans did something like that too to recognize my loyalty.
Why I'll Keep Coming Back
The variety is unbeatable—I can always find what I need. Your prices are consistently good without any hassle, and things are actually in stock when I need them. That's what keeps me driving the extra distance to shop here.
Thanks, A Loyal Woodman's Customer
Publix
I shop at Publix regularly, and I wanted to let you know what makes your stores stand out as well as share some feedback on where things could improve.
What I Love About Publix
The shopping experience at Publix is honestly just really pleasant. Your stores are always super clean and well-maintained, which makes me actually enjoy being there instead of rushing through my trip. The staff makes me feel welcome and valued—they remember regulars and go out of their way to help, which is rare these days. Checkout is quick and easy, so even when I'm pressed for time, I know I won't be stuck in line forever. The stores feel upscale but not pretentious, and everything is easy to find. You also have the right variety—I can get what I need without feeling overwhelmed by too many choices.
The quality at Publix is excellent. Your produce is fresh, the prepared foods are great for busy nights when I don't have time to cook, and I know I can trust what I'm buying. Things are reliably in stock, which saves me from making multiple trips to different stores. The locations are convenient, and I can tell you care about your employees and the environment. Your Publix brand products are good quality too. Plus, the BOGO deals are actually pretty helpful when they're on stuff I use.
Where You Could Do Better
The main issue is that Publix is expensive, and it really adds up over the month. Your everyday prices are noticeably higher than other grocery stores, and while the BOGO sales help, they don't make up for the overall cost. I find myself choosing between shopping where I enjoy the experience and shopping where I can afford to feed my family. For a lot of items, I'm paying significantly more than I would elsewhere. The Publix brand should save me more money than it does—right now it doesn't feel like a budget-friendly option when I'm trying to stretch my paycheck.
A better loyalty program would also be really valuable. I shop at Publix all the time because I like the experience, and it would be nice to get rewarded for that with points or personalized discounts that help offset the higher prices. Other stores have strong programs that make me feel appreciated as a regular customer, and Publix should too.
Why I Keep Shopping Here
The stores are beautiful and clean, the staff is wonderful, and shopping is quick and easy. The quality is excellent and everything's in stock. That experience is worth paying a bit more for.
Thanks, A Loyal Publix Customer
Kroger
I've been a Kroger shopper for years, and I wanted to share what I really appreciate about your stores and also mention some things that could be better.
What I Love About Kroger
The Kroger loyalty program is honestly amazing. The digital coupons, personalized deals, and fuel points actually save me real money on stuff I buy regularly, which makes a noticeable difference in my monthly budget. I love that the app shows me discounts that make sense for my shopping habits—it feels like you're paying attention to what I actually need instead of just pushing random deals. Your app is easy to use, online shopping works well, and I appreciate how you use technology to make everything more convenient, especially when I'm juggling work and family.
The sales are really visible and the discounts make a meaningful difference in my budget. Your private label brands are high quality and save me money—I actually prefer some Kroger brand items over name brands at this point. The variety is great too—I can get everything I need in one trip, including organic options and new products. Plus, the locations are convenient, which makes Kroger my go-to store when I need to grab groceries quickly.
Where You Need to Improve
The in-store experience is inconsistent and frustrating. Things are out of stock way too often—I'll go specifically for something and you won't have it, which defeats the purpose of shopping there and forces me to make another trip somewhere else. The stores often don't feel very clean or well-maintained, and the overall vibe just isn't great. It's hard to get in and out quickly, even for a short trip, which is annoying when I'm already pressed for time.
The prices also change too frequently, which makes it confusing to budget and plan. One week something is one price, the next week it's totally different, and I never know if I'm getting a good deal or not unless I check the app constantly, which shouldn't be necessary.
Why I Keep Coming Back
Your loyalty program and personalized deals are the best around—they actually save me money on things I buy. The app is great, and your Kroger brand products are excellent. That keeps me shopping here.
Thanks, A Loyal Kroger Customer
Sprouts
I've been shopping at Sprouts regularly, and I wanted to share what I really appreciate about your stores and also mention some areas where I think you could improve.
What I Love About Sprouts
The organic and natural products selection at Sprouts is honestly unbeatable. You have everything I need to eat healthier without having to drive all over town to different specialty stores. I really appreciate that you make it easy for me to make healthier choices for my family—everything is clearly labeled and the variety is amazing. The quality is excellent too—your produce is fresh, and I can tell you care about where your products come from.
I also love that you carry so many products from local farmers and businesses, which makes me feel good about supporting the local economy. You clearly care about environmental sustainability, and that matters a lot to me and the kind of future I want for my kids. The stores are clean and have a nice upscale feel without being pretentious. Your employees are kind and helpful, and the store brand products are high quality. Plus, you always have new and interesting products to try, which keeps shopping fun instead of boring.
Where You Could Do Better
The biggest issue is the prices—Sprouts is expensive. Your everyday prices are high, and the sales and discounts just aren't big enough to make up for it. I find myself having to budget carefully or only buying certain things at Sprouts because I can't afford to do all my shopping there. The store brand should save me more money than it does. When I'm trying to feed my family healthy food on a regular budget, the high prices make it really tough.
I also can't do all my shopping at Sprouts because the variety outside of organic/natural products is limited. I end up having to go to another store anyway, which wastes time. Your app and digital experience need work too—it's not very helpful compared to other stores. And a better loyalty program would be nice—I shop here regularly despite the high prices, and it would be good to get rewarded for that.
Why I Keep Shopping Here
Your organic selection is the best around, and you make it easy for me to feed my family healthier food. The quality is excellent, you support local farmers, and I can tell you care about the environment. That's worth it to me.
Thanks, A Loyal Sprouts Customer
Grocery Outlet
I've been shopping at Grocery Outlet for a while now, and I wanted to share what keeps me coming back as well as some areas where I think you could do better.
What I Love About Grocery Outlet
The deals at Grocery Outlet are honestly amazing. Your discounts actually make a real difference in my grocery budget—I'm talking significant savings that help me make my paycheck stretch further. The prices are just low all the time without needing coupons or waiting for special sales, and the bargains are everywhere and easy to see. This is huge when I'm trying to save money on groceries every month.
I also love that shopping at Grocery Outlet is quick and convenient. I can get in and out without it taking forever, which is perfect when I'm already busy. You always have new and different products to discover, which makes shopping feel like a treasure hunt instead of a boring chore. Plus, I can tell you're connected to the local community, and that matters to me. The staff is friendly and helpful too.
Where Things Could Be Better
The biggest issue is that I can't do all my shopping at Grocery Outlet. The selection is limited and you're constantly out of stuff, which is frustrating when I need specific items for meal planning. The quality is also hit or miss—sometimes things are great, other times they're clearly close to expiration or just not as good as other stores. The stores themselves could be cleaner and better maintained too, which would make the shopping experience more pleasant.
Your digital presence basically doesn't exist. There's no good app, no online shopping, and you're not using technology to make things easier at all. In 2025, that's really behind the times, especially when I want to check what you have in stock before driving over. Also, a loyalty program would be nice—I shop here regularly because of your prices, and it would be great to get rewarded for that. The variety could be better too, especially for organic products and everyday staples.
Why I Keep Coming Back
The discounts are incredible and actually save me real money. Your low prices help me stretch my budget, and shopping is quick and convenient. Those savings keep me coming back every week despite the limited selection.
Thanks, A Loyal Grocery Outlet Shopper