Feedback from 70,741 real co-op customers collected in 2024 through NCG’s Customer Experience (CX) Program, reveals the critical role product availability plays in customers’ overall satisfaction with co-ops. It’s where we stand to gain the most ground with strong performance (rewards), and where we stand to lose the most ground with poor performance (penalties), as illustrated in the chart below.

Product availability is more than just keeping shelves stocked with the right products at the right times. It’s about crafting a seamless shopping experience. Let’s take a deep dive into co-op customer experience data to uncover how service intersects with product availability to shape satisfaction, build loyalty, and grow sales.

Here’s what customer feedback data tells us:

• Only 57% of co-op customers are highly satisfied with product availability. This figure trails the industry benchmark average of 68%, achieved by competitors such as Fresh Market, Lunds & Byerly’s and Fresh Thyme, by a whopping 11 points.
• When co-op customers are greeted proactively, before reaching checkout, product availability satisfaction jumps 7 points (57% → 64%).
• When co-op customers are greeted proactively and are also highly satisfied with the friendliness of staff, product availability satisfaction jumps by another 6 points (64% → 70%)
• When co-op customers are greeted proactively, highly satisfied with the friendliness of staff, and are also highly satisfied with staff product knowledge, product availability scores jump yet another 9 points (70% → 79%).

And, just like that, by delivering on three key service measures (proactive greetings, staff friendliness, and product knowledge), you’ve flipped the script: instead of trailing 11 points behind the industry benchmark average for product availability, you are now 11 points ahead.

The Ripple Effect: Beyond Product Availability

Customers who experience all three key service measures:

• 94% are highly likely to return to the co-op, 11 points above the co-op average (83%).
• 91% are highly likely to recommend the co-op to others, a remarkable 17 points higher than the co-op average (74%).

Improved Product Availability Satisfaction = Sales Growth

The ripple effect goes beyond likelihood to returnand likelihood to recommend – we’re talking about real sales growth! Of the 127 co-op locations participating in NCG’s CX Program in 2023 and 2024:

• Co-op locations in the top quartile of improvement for product availability year-over-year achieved 7.2% sales growth.
• Co-op locations in the bottom quartile of improvement for product availability year-over-year achieved only 2.4% sales growth.

Actionable Steps for Improvement

Start by examining your co-op’s CX Program dashboard to identify patterns in product availability and service performance. Focus your efforts on those times and days when satisfaction is at its lowest point. If your co-op is not yet enrolled in the program, leverage this insight from national aggregate data: both service and product availability satisfaction tend to be at their lowest during evening hours and on Sunday and Tuesday.

• Prioritize consistent, authentic greetings. Greetings set the tone for a positive experience. They should not be scripted but must happen reliably, and ideally, early in the shopping experience. Remember that greeting customers isn’t a skill that comes naturally to your whole team; you need to set the tone and take the time to work with employees to help them find a greeting style that suits them.
• Define excellence in friendliness and product knowledge. Discuss what these attributes mean for your team and your community. What are your customers expectations? Does your co-op provide the best service in town? Why or why not? Some items to be sure not to omit from your definition include: always walking customers directly to products, frequently offering samples, ensuring staff are adequately cross-trained to have a basic knowledge of other departments, and ensuring that staff understand your co-op’s definition of “local” and what makes local products special. 
• Track and celebrate improvement. Use your CX Program dashboard to track improvement, especially on days and times when scores are weakest. Ensure your team is aware of how important these improvements are to the co-op and celebrate those who contributed to the success.

Combining Stellar Service with Operational Excellence

Delivering consistently stellar service is transformative to product availability perceptions, but let’s not ignore the obvious: it must be paired with operational excellence. The best way to improve customer satisfaction with product availability is to ensure that the right products are fully and consistently stocked. 

If your co-op isn’t already employing best practices for out-of-stock prevention, like data-driven category management, incorporating daily out-of-stock monitoring into department workflow, and maintaining department-level “never out” lists, the time is now. 

Learn more about these nuts-and-bolts retail basics on the Operations Preferred Practices page of the NCG website and contact your co-op’s Resource Manager for guidance specific to your co-op.