Out of all the supermarkets, I think Tesco and Morrisons are the top two when it comes to their free from food selection, in-store. I think Sainsbury’s are lagging behind with their selection, again in-store. We live near a Sainsbury’s and the selection has barely changed for over a year now, the odd bits here and there, but nothing major.
Although Tesco has a great range, I think their website needs a dramatic overhaul in terms of their user experience interface and the overall search-ability of their items. According to Thisismoney.co.uk, 1 in 10 Britons now shop online for groceries, rather than go in-store, so surely websites are somewhat a priority for the big food retailers?
In terms of layout, I think Ocado is currently unrivalled for its search functionality and categorisation of food online. I searched for “gluten free sausages” on the Sainsbury’s, Tesco, Morrisons, Asda and Ocado websites, to highlight the difference between stores. I understand I only searched for one product, but this is a clear representation of the shopping experience I have had online with all the different supermarkets.
Ocado – https://www.ocado.com/
The search for “gluten free sausages” brought back a whopping 55 products, as you can see from the below snapshot, all are well-known gluten-free brands.
Asda – https://groceries.asda.com/
The search for “gluten free sausages” not only brought back a good selection of 34 products, but you can see Asda have implemented a clear button highlighting their free from range, encouraging you to explore their ‘fantastic range’.
Sainsbury’s – http://www.sainsburys.co.uk/
Again, searching for “gluten free sausages”, the site brought back a respectable 49 products, again all fairly relevant, nice and easy!
Morrisons – https://groceries.morrisons.com/
The search for “gluten free sausages” brought back a measly 11 products, but at least they’re relevant, hey?
Tesco – http://www.tesco.com/
Again, searching for “gluten free sausages”, and Tesco’s results were shockingly bad. Not only were the TWO results not actually sausages, just sausage-related but I know for a fact they sell gluten-free sausages, so why wouldn’t they make them searchable? Their online shopping experience is very poor. I also understand that people may search for ‘free from’, but they will also search for ‘gluten free’, so Tesco need to consider optimising their search functionality to cater for all relevant search terms.