2500 shoppers declare grocery store preferences in Market Force study

While consumers 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, a worldwide leader in customer intelligence solutions.

Shopper Preferences

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. Waitrose’s customers are the most satisfied with an average score of 8.6 out of 10, 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.

Location and Price

No clear leader emerged in the ‘basic’ attributes of convenient location and price. Market Force asked customers what attributes were most important to them. Convenient location and low prices were the top reasons given, followed by ‘good sales promotions’, ‘best one-stop shopping’ and ‘broad variety of products’. However the study showed that none of the supermarket chains dominate in these basic attributes. Aldi wins the highest accolades for providing low prices; 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 ranks first in the important convenient location category; Waitrose is recognised for the broad variety of products it offers; Asda provides the best one-stop shopping.

Delighting Shoppers

Shoppers voted Waitrose, Iceland, Aldi and Marks & Spencer as the brands that delight them the most. 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.

“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.”

“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.