An annual customer satisfaction survey by consumer watchdog Which? has again found Marks & Spencer to be the UK’s best in-store supermarket.
Taking the crown for the third year running, M&S Food achieved an overall customer score of 76%, including five out of five stars for overall customer service, staff availability and helpfulness, store appearance, and overall quality of own-label and fresh products. However, it only got just two stars for value for money, with one customer describing the chain as “a bit pricey”.
Aldi and Lidl were the only two chains to receive four out of five stars for “value for money”, with no supermarket achieving five stars after a year of soaring food inflation. Aldi, which came second in the survey, received just two stars for its range, availability and self-service check-outs.
After a year of disappointing trading, Asda and Morrisons found themselves at the bottom of the Which? ranking, each scoring 64%, including just two stars for value for money.
UK’s Best In-Store Supermarkets Ranking
1. M&S – 76% (customer score)
2. Aldi – 73%
3. Waitrose – 72%
4. Sainsbury’s – 70%
= Tesco – 70%
6. Iceland – 69%
7. Lidl – 68%
8. Asda – 64%
= Morrisons – 64%
Source: Which?
Which? retail editor, Ele Clark, commented: “M&S pipped Aldi to first place in our annual satisfaction survey this year, showing that – for shoppers who can afford it – quality products and brilliant customer service are still the key to a great in-store experience.
“No supermarket achieved five stars for value for money, but the fact that Aldi came second shows that price is still a top priority for many shoppers who have struggled with spiralling food costs for the last two years.”
In a separate Which? survey of online supermarkets, Iceland came out on top with a customer score of 80%, with shoppers praising its customer service, value for money and the quality of own-label and fresh products. Tesco and Waitrose followed in joint second place with a score of 78%, with the latter hailed as a “Rolls Royce grocer” providing “efficient and reliable” online delivery.
NAM Implications:
- Standout item that says it all:
- Aldi and Lidl were the only two chains to receive four out of five stars for “value for money”.
- But, “quality products and brilliant customer service are still the key to a great in-store experience for shoppers who can afford it.”
