Which? survey names favourite UK supermarkets

Waitrose, Iceland and Marks & Spencer have topped a Which? supermarket consumer satisfaction survey.

What strategy have they used to make this happen?

Customers were asked to rate stores and online operations based on their experience in the past six months on categories such as quality, value for money and whether shoppers would recommend the retailer to a friend.
“Number one, Waitrose winning is not a surprise.” Shoppers are most interested in value, convenience and experience, and Waitrose is “very good at experience”

Secondly, Iceland was best for online shopping because its website is user-friendly, customers don’t have to trawl through thousands and thousands of products.

Here the full ranking showing how different supermarkets have make their strategies a strength.




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