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Tom Joyce



Waitrose tops Which? survey

Waitrose was voted the UK retailer with the best in-store experience in Which?s consumer survey, while Iceland came out on top for online

Waitrose tops Which? survey

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According to a Which? consumer survey of 7,000 shoppers in the UK, Waitrose is the most popular retailer in terms of in-store experience, with Iceland named the best for online and Marks & Spencer voted top for convenience.

Waitrose’s in-store experience was boosted by its helpful staff and spacious store layouts, making groceries easy to find, the survey concluded.

Meanwhile, Asda came in last place and was also voted joint last with Sainsbury’s and Waitrose in the online category. Iceland’s online success stemmed largely from its convenient delivery slots and friendly drivers, the survey showed.

German discounters Aldi and Lidl scored well on value for money, but were regarded by shoppers as average on food quality.

Richard Headland, Which? editor, commented: “With concerns over rising prices, the competition among supermarkets is fiercer than ever. While value for money remains a top priority, in-store appearance and the availability of quality and fresh products can also go a long way to satisfying shoppers’ need.”

Survey results

Consumer satisfaction / likelihood of recommending store to friend:

  1.   Waitrose 74%
  2.   Marks & Spencer 73%
=3.   Aldi 72%
=3.   Lidl 72%
  5.   Morrisons 70%
  6.   Iceland 69%
  7.   Sainsbury's 67%
  8.   Tesco 66%
  9.   Asda 62%
Online experience:
  1.   Iceland 77%
  2.   Ocado 76%
=3.   Morrisons 74%
=3.   Tesco 74%
=5.   Asda 71%
=5.   Sainsbury's 71%
=5.   Waitrose 71%
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