According to research conducted by Which? Waitrose has been voted the best supermarket in the UK for the third year in a row while Asda doesn’t appear to be in the public’s good books.
Waitrose, Marks & Spencer and Iceland were at the top of the list for customer satisfaction surveys which evaluated online and in-store shopping experiences.
Despite the UK’s current economic situation, consumers still have a preference for the more expensive supermarkets such as Waitrose and Marks & Spencer. The home delivery service provided by Iceland’s also carried a consistent five star rating.
Customers were impressed with Waitrose high levels of customer service reported Which? Out of all the supermarkets surveyed, it was the only one to get five stars for helpfulness and staff availability.
Marks & Spencer as well as Waitrose were awarded top scores for the quality of their own label and fresh products as well as store appearance. Marks & Spencer offers an eat in facility for two which includes a bottle of wine, this service also scored highly.
Which? surveyed over 7,000 participants who had a shopping experience within 6 months. They were asked to evaluate things such as queue length, appearance, being able to find products, and the quality of fresh foods.
For the online evaluation, shoppers were asked to rate things such as delivery service and value for money.
The consumer group also surveyed over 4,700 people about their experience when using convenience stores. Marks & Spencer received the highest ratings and Spar and Nisa were at the bottom.
Which? magazine editor Richard Headland stated: “There is strong competition among supermarkets at present, especially with the concerns about rising prices. Value for money appears to remain a top priority for supermarkets, as well as store appearance and the availability of fresh quality products.”