Aldi still leading in customer satisfaction, latest survey results

Posted by AFN Staff Writers on 20th January 2012

Australian supermarket shoppers continue to rank Aldi as top in providing customer satisfaction out of all the Australian supermarkets. This is according to the latest survey findings from the Australian market research company Roy Morgan.

Roy Morgan surveyed the views of 7,533 Australian grocery buyers in the six months to November 2011.

Aldi gained in customer satisfaction for the fifth month in a row with 94 per cent of those surveyed saying they were “completely” or “somewhat” satisfied with the supermarket. Coles who have once again matched their highest ever satisfaction result in the survey with 88 per cent saying the same. Woolworths and IGA both scored 85 per cent – both lifting their satisfaction scores on the back of long term declines.

Roy Morgan Research’s Norman Morris said, “Aldi still remains the standout performer. IGA’s satisfaction results have recovered well over the last two months, a good result considering IGA had dropped by eight percentage points through 2011.

“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, but will it be enough to drive Coles customer satisfaction past their highest satisfaction result milestone in the final result of 2011 next month.”