Aldi and IGA maintain places at top of satisfaction rankings

Posted by Daniel Palmer on 11th November 2009

Aldi has again received the highest customer satisfaction score out of the major Australian supermarkets, edging further in front of Australia’s two largest chains.

The latest Roy Morgan Supermarket Satisfaction Report showed Aldi and IGA leading the way, with both keeping the same score as last month. The two biggest supermarket chains, Coles and Woolworths, both dropped in this latest survey, paring strong gains from earlier in the year. Coles has been the biggest improver this year, but still remains in last place.

Among Aldi customers, 88.9% were satisfied with the supermarket, followed by IGA (87.4%), Woolworths (85.5%) and Coles (84.8%) for the six-month averages to September 09.

“The supermarket industry is a heavily contested market, where supermarket cross shopping among customers is rife,” Norman Morris, Industry Communications Director at Roy Morgan Research, said. “Building confidence and loyalty of customers through satisfaction with their brand is critical.”

“The real challenge for the two majors, Coles and Woolworths, is making consistent gains in overall satisfaction to outperform the other supermarkets, but these recent setbacks have delayed what was looking to be a battle for the top spot in satisfaction.”