Aldi tops satisfaction ranking

All four Australian supermarket brand shave increased their customer satisfaction ratings in the six months to November.

The latest data from research house Roy Morgan, based on more than 7500 responses from primary household shoppers, shows Aldi continues to dominate the table with a 94 per cent – it’s held the top spot since data was first recorded in December 2006.

Coles achieved another new record satisfaction rating of 88 per cent, locking in second place; just three years ago it ranked bottom of the table but now has a solid lead over IGA and Woolworths, tied on 85 per cent.

Both the bottom two have improved their satisfaction scores on the back of long term declines, according to the Roy Morgan Supermarket Satisfaction Report.

Norman Morris, industry communications director with Roy Morgan Research, says IGA’s satisfaction results have recovered well over the last two months, a good result considering it had dropped by eight percentage points through 2011.

“Woolworths also received a welcome lift in their satisfaction levels and with the variety of Christmas campaigns that were aired for each supermarket, it will be interesting to see if the Woolworths ‘my Woolies’ family approach lifted their satisfaction scores further.

“In contrast to Woolworths, Coles had their ‘price promise’ campaign to win over customers,” he said, but questioned whether it would be enough to drive Coles’ customer satisfaction past its highest satisfaction result when the final figures for december are calculated and released next month.

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