Waitrose No1 but shoppers check out cheaper options

Published on Wednesday 27 January 2010 19:27

DISCOUNT supermarket chains have beaten the traditional "Big Four" in customer satisfaction for the second year in a row.

Cut-price grocers Aldi and Lidl beat off competition from the likes of Sainsbury's, Tesco, Asda and Morrisons to come joint third in a survey by consumer magazine Which?. Last year's winner, Waitrose, retained the top spot in the 2010 satisfaction survey, closely followed by Marks & Spencer.

The poll of more than 13,000 shoppers combined overall satisfaction and "likelihood to recommend to a friend" scores to reach the verdict.

Stores were also given "star ratings" out of five for price, product quality, customer service, filling your trolley – stock, range and ease of finding products – plus a "store environment" mark, which looked at the tidiness of the shop and whether people had to queue.

Online stores were also rated on delivery – punctuality and convenient delivery slots – and order accuracy.

Waitrose stormed again into first place, its happy customers giving a satisfaction rating of 79 per cent, with one respondent commenting on the "superior quality of food" and another describing shopping there as "a pleasure".

But both it and M&S were marked down for their high prices, what insiders call the "sting at the till".

The two bargain supermarkets matched the "Big Four" on product quality, including the calibre of fresh fruit and vegetables, and beat them on price.

However, their smaller range of products may be why consumers were more likely to use these supermarkets for a "top up", rather than their main shop.

Bargain shopping baskets alone were clearly not enough to win shoppers' approval – Netto was bottom of the league, with a customer score of just 41 per cent.

One Which? member likened the experience of shopping in the chain to "shopping in a junk shop".

Which? chief executive Peter Vicary-Smith said: "The success of some budget supermarkets in our survey proves that savvy shoppers can make the most of their money without compromising on quality.

"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."

Online supermarkets tended to fare better than their high street counterparts, although their position in the league table remains broadly the same, with Waitrose deliver.com coming joint top with Ocado, boasting an 80 per cent satisfaction score.

Richard Abbott, from industry magazine Marketing, said that the findings were in line with his predictions.

He said: "People are looking for value, whether that be in terms of bonus points, price or a wider selection of goods. The recession has not significantly impacted on supermarket shopping habits and the figures bear this out."