New survey reveals surprising results
A new survey from consumer goods magazine Which? has revealed that supermarket giant Asda has come in last place in a poll on the UKs best and worst supermarket brand. When asked about their opinions of the Asda experience customers responded overwhelmingly that they thought the food was only ‘average’. Unsurprisingly Waitrose took the top spot in the main in-store experience category for the third year running, earning praise for its spacious stores and helpful staff.
Competitor Marks and Spencer came in second, with customers complimenting the company’s high-quality products and “great customer service”, while M&S Simply Food came top of the convenience store rankings, scoring almost 10% higher than second-placed Little Waitrose. Yet again M&S has shown that it really knows how to give customers what they want with their weekly shopping, and it’s great to see this popular UK brand surging ahead. It’s just a shame that they’ve lost their way with their clothing lines at the moment. Fingers crossed they can find their way back on track.
The Which? survey asked more than 7,000 people about their views on supermarkets they had shopped at in the previous six months. Iceland topped the online grocery category for the second year in a row based on its convenient delivery slots and value, followed closely by Ocado, which earned plaudits for its quality products and good customer service. This is surprising as Ocado had been reported as having issues with keeping up with its competitors earlier this year, especially with the threat from the newly launched Amazon Grocery Store service.
Discount supermarkets make gains
Value for money was also a big consideration for customers this year, as rising inflation and the weakness in the pound begin to put pressure on prices. Aldi and Lidl were the only two supermarkets on the list to be awarded top marks for value, with their focus on selling quality European food goods at a marked discount to home-grown UK brands. I’ve been saying for a while now that it’s only a matter of time before one of these discount supermarkets displaces one of the giants, and that has now happened with Aldi overtaking Co-Op to the number 5 spot.
Clearly, in times of low wages and rising costs, it’s value for money that beats quality and service for many shoppers.