Which? reveals best and worst supermarkets

For the first time Iceland has topped the best online store category in the annual Which? supermarket survey.

In a study of 7,009 shoppers, Iceland’s online service was awarded the top customer score of 77% – and achieved five-star ratings for its value for money, offers and convenient delivery slots.

The Co-op finds itself at the bottom of the in-store league table again – finishing in last place for the third year running. The store scored badly on its range of products and offers, with shoppers finding many items out of stock.

Waitrose leads the in-store shopping table. It scored highly on the quality of its own label products, staff helpfulness and store appearance. Its online offering also did well, scoring just below Iceland.

Asda scored lowest in the online service survey as its customers were not very impressed with its website. But it did better in the value for money rating.

The Which? survey also reveals the biggest supermarket shopping bugbears. Long queues at the till, items out of stock, misleading special offers and the prices of products changing too often are factors that irritate customers most.

Which? director of campaigns Alex Neill said: “While value for money remains a high priority, people want special offers to genuinely be special – and they want a pleasant in-store shopping experience.

“When it comes to online shopping, we know convenient and low cost delivery slots are prominent factors in where people choose to shop.”

Which? surveyed 7,009 members of the public in November 2015. Respondents were only asked about supermarkets they have shopped with. Each supermarket’s overall customer score is based on a combination of customer satisfaction and the likelihood that the respondent would recommend it to a friend.

For in-store supermarkets, Which? asked customers to rate on the range of products, being in stock, the quality of own-label products and fresh produce, offers, value for money, ease of finding products, staff availability and helpfulness, queuing times, shopping trolleys, store tidiness and appearance.

For online supermarkets, Which? asked customers to rate each supermarket on the ease of finding products and being in stock, convenient delivery slots, range of products, substitutions, the quality of own-label products and fresh produce, drivers’ service, offers and value for money.

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