Waitrose UK’s Favourite Supermarket, Iceland For Online: Which?

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Waitrose UK’s Favourite Supermarket, Iceland For Online: Which?

A Which? survey of 7,000 UK consumers has revealed that Waitrose is still the nation’s favourite supermarket, though Iceland is now regarded as having the best online service.

Waitrose increased its margin with a 75 per cent score in customer satisfaction. The three-year-old Iceland online platform scored 77 per cent, making it the most popular e-commerce food platform in the UK.

Waitrose customers mostly described the in-store shopping experience as pleasurable, and regard its staff and store layout highly, while most users of Iceland’s online service view it as good value.

The Co-op and Asda were bottom for bricks-and-mortar shopping and online shopping respectively.

"Shoppers aren't especially impressed with anything about the Co-op – it was the only supermarket not to be rated as ‘good’ in any of the categories we asked about," Which? said.


"Several Co-op shoppers said that they have trouble getting hold of the items they want there, and talked about it as more of somewhere to do ‘top-up’ shopping rather than a place where they can get the majority of their groceries."

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.

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