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Retail

Discounters Dominate List Of UK’s 'Favourite Supermarkets'

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Discounters Dominate List Of UK’s 'Favourite Supermarkets'

Discount supermarket chains Aldi and Lidl have been voted as two of the three best supermarkets in the UK. In the poll of 11,000 consumers conducted by Which?, Aldi and Lidl were beaten only by Waitrose, finishing ahead of Morrisons, Sainsbury’s, Asda and Tesco.

Participants were asked to rate supermarkets with scores based on customer satisfaction and the likelihood they would recommend it to a friend. Tesco came last in the survey, after receiving poor marks for pricing, store environment, quality of fresh produce and customer service.

The poll by Which? also revealed that the biggest irritation for customers when shopping is not being able to compare prices because of different unit measurements, with 37% saying this annoyed them.

In addition, UK shoppers reported they want supermarkets to keep their special offers simple with 55% preferring straight discounts ahead of other offers such as petrol vouchers (16 per cent) or buy-one-get-one-free deals (11 per cent).

Executive director of Which?, Richard Lloyd, said, “Which? research shows that rising food prices are one of consumers' top financial worries, so in these tough economic times it's understandable that supermarkets scoring well for value for money are being ranked so highly in our league table.

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"But our survey also found that consumers think supermarkets are not doing enough to help shoppers on tight budgets, with only one in five Which? members saying they trust retailers to charge a fair price for food [...] We want supermarkets to make a firm commitment to treat their customers fairly by scrapping misleading price promotions and introducing clear, consistent unit pricing so busy shoppers can spot the real bargains.” (27 Feb)

© 2013 - ESM: European Supermarket Magazine

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