Forty per cent of Co-operative Food customers are likely to recommend the shopping experience.
According to a recent report from Market Force, customers said they liked the inviting atmosphere of stores, the variety of natural and organic products and the fact that it offered nutrition or health information.
Shoppers’ appreciation of green policies and concern with sustainability ensured that Co-op stores were the second-highest supermarket in the poll, and also the second most preferred supermarket in terms of green policies.
The report showed that convenient location and low prices were the top reasons why consumers visited certain supermarkets. The Co-op was ranked number one for the most convenient location. However, more than half of respondents said they were willing to travel further than their closest supermarket to do their shopping.
When it comes to low prices and the variety of merchandise and selections, customers tend to shop at elsewhere. The respondents said Aldi, Iceland, Lidl, Asda and Farmfoods as the supermarkets with the lowest prices.
Overall, the Co-op obtained a 7.6 score out of 10 for customer satisfaction, while Waitrose (8.7) and Iceland (8.4) customers were the most satisfied.
According to the survey, excellent customer service can help supermarkets maintain customers. The study showed that 48% of customers are frustrated by staff disinterest in serving. Furthermore, while vouchers and promotions help bring in new customers, a great customer experience keeps them coming back.
“Many supermarket brands are putting a strong emphasis on price and promotions. But there are many other supermarkets that are looking to differentiate in other ways,” said 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 checkouts.”
Customers also prefer checkouts with staff to self-service checkouts because they like to have some interaction when paying, and because it can take too long to get authorisation for age-restricted products at the self-service checkout.