You choose to shop at a grocery store that’s conveniently located, with the best selection, the lowest prices, the friendliest coupon policy – then you go to check out, wait in a long line, and the cashier takes forever scanning your items and coupons. So now what do you do?

If you’re like shoppers who participated in a new survey, you ditch that store and never come back, even if you end up having to pay more somewhere else.

The survey, conducted by Forrester Consulting on behalf of Digimarc, found that shoppers can’t stand long lines and slow checkouts – and that stores aren’t doing a good enough job addressing the problem. When asked how satisfied they are with several attributes of their local grocery store’s performance, “length of lines” ranked dead last, with only 23% expressing satisfaction. That’s lower than price and promotions, which pleased 32% of shoppers. Location was tops, cited by 48%.  Read the entire (self-serving) article here.