Supermarket Aldi has been named Supermarket of the Year at last night’s Roy Morgan Research Customer Satisfaction Awards.
It’s the third time the budget supermarket has been awarded the coveted title and was commended by Roy Morgan for its performance throughout 2014.
The awards are based on 12 months of data from Roy Morgan surveys, Consumer Single Source and Business Single Source.
“We are thrilled to be awarded the title of Supermarket of the Year in the Roy Morgan Research Customer Satisfaction Awards 2014,” said Oliver Bongardt, ALDI managing director of buying
“It is true testament to ALDI’s values and our commitment to deliver Australians the best possible supermarket experience.
“Everything we do is designed with one goal in mind – to enable Australian shoppers to live richer lives for less. Making sure our customers are satisfied with their experience at ALDI is a big part of this, which is why we offer permanently low prices, an award winning product range and a quality in-store experience,” added Bongardt.
“As we enter our 15th year, we haven’t lost sight of that focus. We strive for quality throughout our business; in our people, our products, our processes and our stores. We will continue to listen to our customers, look for ways to improve and bring new innovation to the marketplace.”
Roy Morgan’s CEO, Michele Levine, added: “In today’s environment, where social and mainstream media is quick to name and shame half-hearted, and worse, service, it is vital that excellence is also publicly recognised and celebrated.”
ALDI is high on an advertising pedestal according to industry heavyweights, with Coles’ and Woolworths’ advertising criticized for going down the ‘cheap’ path.
“You only need to look at ALDI’s growth and its store openings to see how well they’re doing and I think it’s becoming a bit of a race to the bottom for the other two,” said one industry professional who wished to remain anonymous.
Woolies’ latest ‘cheap cheap’ positioning has been labeled an “utter travesty” with Adland questioning its move away from ‘The fresh food people’.
“I think Coles and Woolies need to build some more value into their strategy because you can only take ‘down down’ and ‘cheap cheap’ so far,” the industry prof added.
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