Customer satisfaction with supermarkets on the wane?

Posted by James Ferre on 2nd July 2009

Customer satisfaction with all four major supermarkets (IGA, Coles, Woolworths and Aldi) fell in April, although the gaps between the four have closed over the last six months, according to the latest Roy Morgan Supermarket Satisfaction Report.

Among Aldi customers, 89% were very or fairly satisfied with the supermarket, followed by IGA customers (86.2%), Woolworths (85%) and Coles (84.6%). All four are now below their rating from five years ago when Aldi had 93.7% approval followed by Woolworths (89.6%) and IGA and Coles (88.7%).

“Aldi customers have been consistently more satisfied than customers of Coles, Woolworths and IGA, and, despite a recent decline in the overall satisfaction of their customers, Aldi still holds the lead,” Norman Morris, Industry Communications Director, Roy Morgan Research, said. “Similar losses in satisfaction were seen for both Coles and Woolworths, but to a lesser degree and on the back of strong gains.”

“Until March ’09, Coles’ customers showed steadily increasing levels of satisfaction, but faltered in April ’09 when customer satisfaction declined slightly. Woolworths recently experienced a similar recovery in satisfaction to March ’09 and a drop off in satisfaction for April ‘09. The current overall satisfaction score of 85% for Woolworths in the 6 months to April ’09 still means they are leveraging at 0.4% above that of Coles.”