Marks & Spencer has topped an annual supermarket satisfaction survey, beating Waitrose and fighting off competition from Aldi.
The survey by consumer watchdog Which? asked over 3,000 shoppers about their in-store and online shopping experience at the UK’s biggest supermarkets, looking at a range of factors, including store appearance, product range and value for money.
This year’s results saw M&S and Waitrose finish towards the top of the in-store rankings for quality, range of products and store experience. Unsurprisingly, Aldi won the value-for-money category, with its overall score putting it in the top three alongside its more upmarket rivals.
The traditional ‘Big Four’ supermarkets of Sainsbury’s, Tesco, Asda and Morrisons were all in the bottom half of the ranking, with Which? suggesting that the middle ground between quality and affordable food has proved less appealing to shoppers during the cost of living crisis.
While M&S scored well in most categories, it fell down when it came to value for money, where customers gave it two stars. A shopper commented: “Excellent quality, but it has its price.” This poor performance in terms of value for money meant M&S didn’t qualify as a Which? Recommended Provider (WRP) this year.
Aldi was only supermarket to be named a Which? Recommended Provider this year for its in-store shopping. Whilst scoring four stars for value for money and quality of fresh products, it scored just two stars for stock availability and queue waiting times. However, the survey suggested that Aldi’s customers do not let its mediocre performance on some fronts deter them from shopping there. One shopper told Which?: “I love shopping at Aldi. The prices are great for the majority of things I buy there.” Another added: “Staff are friendly, products are excellent quality, and it offers exceptional value for money.”
Like M&S, Waitrose only received two stars when it came to value for money, so also missed out on the WRP accolade. However, it was the only supermarket to get five stars for its in-store product range, with some shoppers praising the quality of its groceries, customer service and store appearance. One shopper said: “Waitrose provides good quality and tasty products and their stores are clean and pleasant. Their prices, however, are high, so I only buy a few items from there.”
At the other end of the spectrum, the Co-op came bottom of the Which?’s survey, with just one star for value for money and only two for availability, range and quality.
When it came to online grocery shopping, Ocado came top. The e-commerce retailer excelled with delivery slots and collection availability, customer service and range of products.
Reena Sewraz, Which? Retail Editor, commented: “Our results highlight how many shoppers are prioritising value for money above all else, but for those who can afford it, high-quality products and a positive shopping experience still really matter. None of the supermarkets received five stars for value in-store, but the discounters still led the way in this category.
“While some shoppers can buy budget ranges and shop around, Which? believes all supermarkets have the ability to make a real difference to hard-hit households by ensuring everyone has easy access to basic, affordable food lines at a store near them, as well as through targeted promotions – particularly in areas where people are most in need. They should also make it easy to compare prices.”
NAM Implications:
- Value-for-money should not be a surprise…
- And providing good quality for what you pay will always drive winning for Aldi…
- …with friendly staff compensating for a little longer at checkout.
- The overall stats can provide a useful benchmark for retailers assessing their traffic profiles.
- And a basis for directing supplier initiatives….
