Customers rank Waitrose top of the shops
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Waitrose has been crowned the UK’s favourite supermarket for customer satisfaction, beating the “big four” supermarkets for the second year running.
The Which? supermarket survey that polled 12,000 people gave Waitrose a satisfaction score of 85% and praise for making shopping a “pleasurable experience”.
Marks & Spencer is in second place with 68%.
The poll also found Aldi and Lidl at third and fourth spots respectively, ahead of bigger players Asda, Morrisons, Sainsbury’s and Tesco. Both discount supermarkets received five out of five stars for pricing.
Which? chief executive Peter Vicary-Smith says: “By beating well-known stores Tesco, Asda, Sainsbury’s and Morrisons, they’ve proven that supermarkets don’t need to be a market leader to score well with customers.”
The Co-operative was ranked the lowest supermarket with a score of 46%, with one respondent saying: “it usually has a convenient location, but it’s not particularly good for anything else”.
The second annual Which? supermarket survey also asked about online supermarkets and found Ocado on top with 83% and Waitrose Deliver just behind at 82%.
Which? annual supermarket survey results
1. Waitrose 85%
2. Marks and Spencer 68%
3. Aldi 65%
4. Lidl 64%
5. Morrisons 59%
6. Sainsbury’s 57%
7. Asda 53%
8. Tesco 49%
9. The Co-operative 46%
YouGov Insight:
Waitrose
- Only 3% of main shoppers use Waitrose for the bulk of their shopping.
- London sees the highest usage of Waitrose (25%)
- Waitrose is least popular in the North where it records only 2% of usage
- 1 in 4 main Sainsbury’s shoppers use Waitrose for their secondary shopping
Click here for more information on this YouGov market report
Readers' comments (3)
Anonymous | Thu, 27 Jan 2011 12:02 pm
I agree with the Which poll. The Co-operative is always put in a convenient location but the food is bland, boring and very expensive. Waitrose and M&S do come top on quality but you pay the price
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James Hirst | Thu, 27 Jan 2011 12:18 pm
An interesting article Lara.
As featured in Marketing Week on 20th January http://www.marketingweek.co.uk/analysis/cover-stories/raise-the-temperature-how-to-increase-brand-desire-and-get-your-customers-hot-under-the-collar/3022441.article Clear, my employers recently conducted the Brand Desire survey to understand which brands consumers most desire and why.
Our results show that the supermarkets do not cover themselves in glory but the 'Big 4' all feature in the top UK 300 brands. Waitrose, as per the Which? report comes in top place in the ‘battle’ at 81 but ASDA (230) is the only brand beaten by Aldi (226). Lidl comes in last place at 254.
Interestingly they could all learn a thing or two by some of the brands they stock including OXO, Vanish and Marmite.
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Anonymous | Thu, 27 Jan 2011 2:01 pm
Well done Waitrose, light airy spacious stores with friendly, helpful staff, makes shoppping soooo much better. keep up the good work!
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