M&S defeated Waitrose and outperformed discounter Aldi to win the annual supermarket satisfaction survey.
According to Which?, the traditional “big four” of Tesco, Sainsbury’s, Asda, and Morrisons placed in the bottom half of the list of the 10 major grocery stores for their in-store experiences. This suggests that consumers find it less appealing to choose between high-quality and reasonably priced food during a time of economic hardship.
The weakest performer was Co-op, which received a score of 61% and only received one star for value for money and two stars for availability, range, and quality.
For its in-store offerings, M&S received the highest overall customer score (77%), garnering acclaim for the caliber of its own-label and fresh products, customer service, and store appearance.
Yet, M&S and Waitrose only received two out of a possible five stars for value for money.
Aldi and Waitrose tied for second place with ratings of 73%, demonstrating the success of the German discounter’s efforts to take on the premium supermarkets.
Aldi received four stars for its fresh product quality and overall value, but only two ratings for its stock availability and line wait times.
Lidl and Iceland completed the top five, each earning 69%.
More than 3,000 members of the public were questioned by Which? about their in-person and online shopping experiences at the largest supermarkets. A number of factors were taken into consideration, including store appearance, product selection, and price.
Ocado came in first place for best online grocer retailer, earning an 81% rating from customers.
With combined scores of 76%, Iceland and Waitrose came in second place for online shopping. Both stores received high marks for the availability of delivery slots, the variety of their offerings, and customer service during pickup and delivery.
Morrisons scored 66% and received only two stars for value for money, stock availability, and the variety of replacement items, placing them at the bottom of the online shopping league table.
Which? Reena Sewraz, retail editor, stated that although “our data demonstrate how many shoppers are prioritizing value for money above all else, high-quality products and a positive shopping experience still really crucial for those who can afford it.”
Although none of the supermarkets scored five stars for in-store value, discounters continued to dominate in this area.
Which? 3,007 UK people were polled in October.
