Coles satisfaction improves, but Aldi stays on top

Posted by Nicole Eckersley on 16th March 2010

The latest Roy Morgan Supermarket Satifaction Report reveals Aldi still on top in the customer satisfaction stakes, with 91.4% surveyed as satisfied, despite a slight downturn from last month.

Coles was the only supermarket to show improvement in the January survey, with IGA taking the biggest hit, dropping nearly 2% to 85% from December.

Roy Morgan Industry Communications Director Norman Morris commented on the result.

“The three major supermarkets, Coles, Woolworths and IGA, have been jostling for second position over the second half of 2009 in satisfying more of their customers. In January Coles moved up to be in second place to Aldi, but is only marginally ahead of IGA and Woolworths.”

“Aldi, who had been consistently gaining in satisfaction over the previous 3 months, dropped marginally. This in part was from a poor performance in satisfaction with the general merchandise section, an area which had been strongly linked to their overall satisfaction performance.”

“It will be interesting to see how the very public campaign on price and value currently underway will affect this order, and whether Coles can maintain or increase this recent achievement.”