UK Consumer Satisfaction Index 2009: Food & Grocery

Introduction

Verdict Research: In an intensely competitive retail market, keeping customers satisfied has never been more important. Retailers need to understand how they satisfy their shoppers in order to enhance their appeal and increase customer loyalty. Moreover, an insight into what drives customer satisfaction at competitors is essential in order to win customers from them.

Scope

• Measures and ranks customer satisfaction for all significant retailers in the sector over six years (2004-2009)
• Includes ratings for eight performance metrics: price, range, quality, service, convenience, ambience, layout and facilities
• Covers 12 retailers including Aldi, Asda, Co-op, Iceland, Lidl, M&S, Morrison, Netto, Sainsbury, Somerfield, Tesco and Waitrose

Highlights

For the fourth year running, Waitrose is the highest scoring food & grocery retailer. The highlight of its performance has been regaining first place in the quality measure, after two years sitting behind rival M&S. The retailer's attractive store environments and partnership model sees it maintain dominance in both ambience and service.

Hard discounter Aldi maintains second place in the rankings. A heavy focus on low prices means the retailer achieves by far the highest score in this measure. However, it also scores third place for quality, only ranking behind Waitrose and M&S, in an indication that many shoppers are impressed with Aldi's products in comparison to branded goods.

Tesco achieves the biggest improvement in this year's food CSI ranking. The retailer has added nine points to its score to move two places up the ranking. This is largely due to its ever expanding, flexible store format achieving second best score for convenience and the top score for facilities.

Reasons to Purchase

• Identify the preferences of your shoppers and how successful you are in delivering on them to help you retain your customers.
• Understand the weaknesses of your competitors' customer proposition and exploit it to your advantage.
• Independently track how strategies and management policy are affecting or influencing customer satisfaction.

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY 6
About CSI 6

CHAPTER 2 SUMMARY OF FINDINGS 7

Summary of Findings – Food & grocery 7
CHAPTER 3 SYNOPSIS AND COMPARATIVES 10
Synopsis and Comparatives – Food & grocery 10

CHAPTER 4 RANKINGS 12
Overall ranking – Food & grocery 12
Winners since last year – Food & grocery 13
Losers since last year – Food & grocery 14
Ranking for range – Food & grocery 15
Ranking for price – Food & grocery 16
Ranking for convenience – Food & grocery 17
Ranking for quality – Food & grocery 18
Ranking for service – Food & grocery 19
Ranking for ambience – Food & grocery 20
Ranking for facilities – Food & grocery 21
Ranking for layout – Food & grocery 22

LIST OF TABLES
Table 1: Synopsis of highest scoring retailers overall and by factor 2008 and 2009 10
Table 2: CSI comparatives between food & grocery and all retail 2009 10
Table 3: Retailers ranked by overall CSI score 2004-2009 12
Table 4: Retailers with the most significant gains in overall CSI score in the past year 13
Table 5: Retailers with the most significant gains in overall CSI rank in the past year 13
Table 6: Retailers with the most significant losses in overall CSI score in the past year 14
Table 7: Retailers with the most significant losses in overall CSI rank in the past year 14
Table 8: Retailers ranked by CSI score for range 2004-2009 15
Table 9: Retailers ranked by CSI score for price 2004-2009 16
Table 10: Retailers ranked by CSI score for convenience 2004-2009 17
Table 11: Retailers ranked by CSI score for quality 2004-2009 18
Table 12: Retailers ranked by CSI score for service 2004-2009 19
Table 13: Retailers ranked by CSI score for ambience 2004-2009 20
Table 14: Retailers ranked by CSI score for facilities 2004-2009 21
Table 15: Retailers ranked by CSI score for layout 2004-2009 22


LIST OF FIGURES
Figure 1: Yearly overall score comparatives, food & grocery and all retail 2004-2009 11