Foodland tops the big five supermarkets

www.insideretail.com
Independent supermarket chain Foodland has scored a 94.4 per cent customer satisfaction rating to make it the top performer among the big five supermarkets, according to the latest research by Roy Morgan. The study, which is based on over 12,000 interviews per annum with main grocery buyers, showed Aldi gained 92.3 per cent satisfaction, Woolworths 90.0 per cent, Coles 88.4 per cent and IGA 84.7 per cent. The recent study also showed Woolworths is ahead of Coles on customer loyalty. Of the two major supermarkets, Woolworths main shoppers spend 70.9 per cent with them, compared to Coles main shoppers who spend 67.4 per cent. Foodland shoppers are narrowly ahead with 71.0 per cent spent at Foodland. Aldi is well behind the other four supermarkets, with only a 55.5 per cent share of their customers spend. Over the last 12 months, IGA showed the biggest improvement in the share of their customers spend (up 4.7 per cent points), followed by Coles (up 2.9 per cent points) and Foodland (up 1.8 per cent points). Those showing declines were Aldi down 3.1 per cent points and Woolworths (down 0.5 per cent points). According to Roy Morgan, in order to understand more about what drives overall supermarket satisfaction, it is important to measure satisfaction levels within the various supermarket sections or major product areas. Foodland is the overall satisfaction leader and scores the highest satisfaction of the big five for ‘dairy’, ’delicatessen’ ,‘fresh fruits and vegetables’ and ‘fresh seafood’. Aldi leads in satisfaction with ‘packaged groceries’, while Coles and Woolworths lead jointly in satisfaction with ‘bread’. IGA had the lowest overall satisfaction of the big five and wasn’t the best performer in any major product area or section.
Source: www.insideretail.com