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Iceland Shoppers Most Likely to Recommend Their Supermarket and Waitrose Customers Are the Most Satisfied According to Market Force Study

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Iceland Shoppers Most Likely to Recommend Their Supermarket and Waitrose Customers Are the Most Satisfied According to Market Force Study Iceland shoppers most likely to recommend their supermarket and Waitrose customers are the most satisfied according to Market Force Study. Submitted by: Martha Thierion de Monclin T/A Bijou PR Monday, 2 December 2013 While consumer are more likely to shop at Tesco, Iceland’s customers are the most likely to recommend their supermarket and Waitrose customers are the most satisfied, according to a new study of 2,500 consumers conducted by Market Force Information (http://uk.marketforce.com), a worldwide leader in customer intelligence solutions. What Consumers Like About Their Preferred Supermarket Market Force’s grocery retailer study was designed to uncover where consumers prefer to shop, as well as why they favour one grocer to another. When asked to rate their satisfaction with their most recent grocery store experience and their likelihood to refer that grocer, consumers scored Waitrose and Iceland above all others. Graph 1: Customer Delight Index Delighted Customers More Likely to Recommend As can be evidenced by the customer delight index (Graph 1), which reveals the intersection between overall satisfaction and the likelihood of recommending a grocer to friends/family, Waitrose’s customers are the most satisfied with an average score of 8.6 out of 10. Waitrose is followed closely by Iceland, Aldi and Marks & Spencer. Iceland is most likely to be endorsed by its customers with over 70 per cent claiming they would recommend the supermarket to friends. Aldi scored highly in both customer satisfaction and in likelihood to be recommended (ranked 3rd in both categories) as the German supermarket chain continues to build its presence in the UK. No clear leader in the ‘basic’ attributes of convenient location and price Convenient location and low prices were the top reasons consumers visit certain supermarkets, as would be expected. But as Graph 2 shows, none of the supermarket chains dominate in these basic attributes. ALDI wins the highest accolades for providing low prices, and Iceland is very highly placed in three out of the five (providing low prices and good sales promotions and offering one-stop shopping). The Co-Op ranked first in the important convenient location category. Waitrose was recognised for the broad variety of products it offers and Asda for providing the best one-stop shopping. Graph 2: How Supermarkets Ranked on Key Attributes Brands That Delight Are Operationally Excellent Real competitive differentiation begins to emerge when viewing operational excellence attributes. These attributes are factors which impact customer experience, such as courteous staff, high quality produce, cleanliness and fast checkouts. In these areas, Market Force found that higher-satisfaction brands tend to outscore other grocery brands in the customer delight index. Consumers voted Waitrose, Iceland, Aldi and Marks & Spencer as the brands that delight them the most. Page 1 Note how these brands also are perceived to have the best operational execution. As can be seen in Graph 3, Waitrose scored top marks for cleanliness, courteous staff and an inviting atmosphere, and second in accurate pricing. Marks & Spencer followed close behind in the first three categories. Iceland ranked first in accurate pricing and tagging and second for fast checkouts. Aldi was top for fast checkout. Graph 3: Rankings in Operational Excellence Attributes “Many supermarket brands are putting a strong emphasis on price and promotions. But there are many other supermarkets who are looking to differentiate in other ways,” explains Simon Boydell, Global Marketing Manager for Market Force. “Customers like to feel valued which can be achieved through having courteous and well-informed staff available to assist them, creating an inviting atmosphere, and providing faster check-outs for example.” Waitrose and Marks & Spencer fight it out for Product Quality, Healthiness When it comes to consumers’ perceptions of high—quality and healthy product selection, Waitrose and Marks & Spencer vie for top position. Waitrose topped the leader board for high quality meat, good private label brands, natural and organic options and sustainable practices. Marks & Spencer pipped them to the post for high quality produce and nutritional/health information. See Graph 4. Graph 4 – Rankings in Product Quality, Health and Sustainability Attributes "Supermarkets have a real opportunity to provide a superior experience to their customers and thereby benefit from increased loyalty and visits. Indeed our study showed that more than half of respondents were willing to travel further than their closest supermarket to do their shopping,” concludes Simon Boydell. ENDS Survey Demographics The survey was conducted in August 2013 across the United Kingdom. The respondents were primarily women (76%) and represented a broad spectrum or income levels: 7 in 10 earn more than £25K per year; 71% work full or part-time. The majority of respondents (88%) shopped once a week or more often and most (92%) shop in-store rather than online. Additional Resources: Find out more about Market Force Information’s customer intelligence programmes (http://uk.marketforce.com/about-our-solutions/). Market Force is recruiting mystery shoppers (http://uk.marketforce.com/become-a-mystery-shopper/). Follow @MarketForceEu on Twitter to stay up-to-date on all of the company’s latest news and product information Page 2 About Market Force Information Market Force Information is a privately owned company employing over 450 people in offices in the United Kingdom, United States, Canada, France and Spain. Market Force Information is the leading customer intelligence company, helping retail, restaurant, hospitality & leisure businesses to increase repeat visits and sales by understanding what their customers want and improving customers’ experience. The company’s European headquarters are in Milton Keynes, on the outskirts of London, United Kingdom. Market Force uses customer intelligence to help clients increase average transaction values; sell new and more products to existing customers; secure new customers through word of mouth recommendations; build brand advocacy; and ensure customers visit more often. Market Force’s customer intelligence includes: customer satisfaction surveys, mystery shopping, retail audits, in-store point of sale (PoS) compliance; and predictive analytics to drive targeted improvements. Market Force works with more than 350 of the world’s leading consumer-facing companies, such as Aldi, BAA, Domino’s Pizza, Compass Group, Elior, Google, Intercontinental Hotel Group (IHG), JD Sports, Pret a Manger, Subway, Thomas Sabo and Zara (Inditex). For more information about Market Force please visit http://uk.marketforce.com Media Contact: Jazz Gandhi Bijou PR e: [email protected] m: 07920 032 740 Martha de Monclin Bijou PR e: [email protected] m: 0777 168 2434 Page 3 Distributed via Press Release Wire (https://pressreleases.responsesource.com/) on behalf of Martha Thierion de Monclin T/A Bijou PR Copyright © 1999-2021 ResponseSource, The Johnson Building, 79 Hatton Garden, London, EC1N 8AW, UK e: [email protected] t: 020 3426 4051 f: 0345 370 7776 w: https://www.responsesource.com.
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