Ocado ranks first for online grocery shopping

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Ocado has scored 81 per cent for customer satisfaction in a Which? survey of online grocery shopping, that covered more than 12,000 members.

It received five stars for delivery slot availability and driver service – ahead of major brands like Asda, Sainsbury’s, Morrisons, Tesco, Waitrose and Iceland.

Asda came bottom, receiving 65 per cent overall customer satisfaction when it came to its online performance. It was rated three stars for convenient delivery slot availability and four for drivers’ service. All other participating stores received five stars for their delivery drivers’ service.

Asda was particularly let down by its choice of substitute items which received only two stars. All the other participating stores received three stars, apart from Sainsbury’s which received two and Iceland was not scored on this feature.

Iceland was ranked second with 79 per cent satisfaction and received a four-star rating for its convenient delivery slot availably. Waitrose, Tesco and Sainsbury’s also scored four stars.

The Which? survey also tackled the in-store customer experience. Waitrose took the top spot with 76 per cent satisfaction, followed by Marks & Spencer with 71 per cent.

German discounters Aldi and Lidl outperformed Morrisons, Sainsbury’s, Tesco and Asda with scores of 68 per cent and 66 per cent respectively. They and both received five stars for value for money but received only one star when it came to store appearance, staff availability and range of products.

Asda was ranked last when it came to in-store experience, receiving 56 per cent satisfaction. Iceland came second from bottom with 57 per cent, beating Asda by one per cent.

Inversely, top players Waitrose and Marks & Spencer excelled in these areas but received only two stars when it came to value for money.

Ocado strives for future revenue growth


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