By Lezanne Janse van Rensburg, 2nd February
2010
Budget chains Aldi and Lidl trump the big supermarkets for
customer satisfaction, according to a shopper's survey by
Which?
While most people expected either one of the "big four"
supermarkets to take top spot, Waitrose claimed the title with a
customer satisfaction rating of 79%. The four shopping giants
-Sainsbury's, Asda, Tesco and Morrisons - only scored between 49%
and 58%.
Online supermarket, Ocado, took second position with a score of
80% while Aldi and Lidl shared third place with Marks &
Spencer with 61%.
Shopping has become part of people's lifestyles. Instead of
simply buying bread, milk and eggs, supermarkets are turning
regular shopping into an exciting and inspiring experience.
It is for this reason that Which?, a leading comparison site,
awards supermarkets with a number of awards each year in an attempt
to assist consumers in choosing the best supermarket.
In Which?'s latest survey, 13,025 online members were asked
several questions regarding their most recent shopping experience.
Questions relating to overall satisfaction, price, the general
environment of the store, the variety in range and customer service
were all used in finding the number-one shop in the UK.
Online shopping was also included in the survey and issues
surrounding delivery of products and the overall accuracy of
services were taken into account.
The survey also shows that consumers are more concerned with the
overall shopping experience, with many shoppers stating they would
rather pay more if it means they are guaranteed excellent
service.
"UK shoppers want the whole package - great value for money, a
wide range of quality products, and a pleasant shopping
environment. It's not rocket science, but those supermarkets that
consistently get it wrong should beware - shoppers will vote with
their feet and take their business elsewhere," Which?'s Chief
Executive, Peter Vicary-Smith, stated.
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