British supermarket named UK’s favourite for fifth year in a row
Shoppers in the UK have crowned their favorite supermarket, giving one store the top spot for the fifth year in a row.
Marks & Spencer has retained its position as the country’s favorite supermarket after emerging as the clear winner in a new survey.
The high-end food giant achieved a customer satisfaction score of 78 per cent, while stores such as Asda and Morrisons’ ranking fell to 10 per cent.
Which annual survey? They found that customers ranked the country’s supermarkets based on a number of criteria.
While M&S received just 2 out of 5 stars for value for money, the store was given full marks for overall customer service, store appearance and product quality.
Which one did a shopper tell? researchers: “This is the best place for high-quality products and it never lets me down.”
But the consumer champion also found that many customers say M&S is the go-to for occasional treats rather than their weekly shop. “It’s nice to shop there for something a little special, but it’s quite expensive,” one said, while another said: “I don’t think I could do a full shopping there.”
Tesco and Aldi achieved the second highest in-store score at 76 per cent. While Aldi was considered among the best for value for money, it ranked lower for customer service (3/5), self-service (2/5) and product quality (3/5).
Which? It adds that the cost-related findings mean Aldi remains the only supermarket given the ‘Recommended Provider’ label.
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Tesco received four stars for customer service, store appearance, range and overall quality, with no ratings below three stars in any category, including value for money.
However, the store also missed out on ‘Recommended Provider’ status due to Clubcard discounts not being available to everyone. Which one? in question.
At the other end of the rankings, Asda and Morrisons were placed at the bottom with a customer score of 68 per cent for in-store shopping.
Shoppers criticized long queues, poor customer service and product quality at Asda, while Morrisons customers complained of empty shelves and fast selling out of fresh food. One shopper said of Morrisons: “It’s not the cheapest and has a rather old-fashioned look.”
Asda and Morrisons both scored lower for value for money among loyalty scheme members; This suggests that they do not provide meaningful benefits to shoppers. Which one? in question.
Reena Sewraz, Which One? The retail editor said: “There’s no doubt that shoppers value M&S for its in-store experience and product quality. But some people feel its high prices put it out of reach for a regular weekly shop. Instead it becomes an occasional treat or the target of yellow-label bargains.”
“At a time when households are under intense cost of living pressure, Aldi continues to lead on price by focusing on affordability rather than ostentation.”
Rachel Eyre, chief customer officer at Asda, said: “Last year we were recognized by Which? as the cheapest supermarket for a department store and we are making progress in the areas that matter most – better availability, unrivaled value and a stronger in-store and online experience.
“As a result, we are seeing improvements in our internal customer satisfaction data and continue to refocus on being the number one choice for families.”
Morrisons declined to comment.
