Study: ALDI Tops For Customer Satisfaction (Woolies Brings Up The Rear)

Study: ALDI Tops For Customer Satisfaction (Woolies Brings Up The Rear)
SHARE
THIS



Not content with annoying the hell out of Coles and Woolies, ALDI has now topped the leaderboard when it comes to having the most satisfied customers.

According to an August poll by CustomerSatisfactionAwards.com – a study by research firm Roy Morgan – some 96 per cent of Aussies who shopped at ALDI said they were satisfied. The South Australian grocery chain Foodland was second with a 94 per cent happy customer rating. IGA was third with 92 per cent, Coles fourth with 91 per cent, and poor old Woolies bringing up the rear on 88 per cent.

However, it should be said, it’s not entirely clear what the actual criteria was used to garner the results.

Australian supermarket shoppers are notoriously fickle and typically not loyal to anyone store or retailer. According to Roy Morgan, 75 per cent of Australia’s 15 million grocery shoppers go to one or more stores every month which, if anything, shows the importance of customer satisfaction.

The survey also ranked customer satisfaction on actual in-store brand categories (ie bread, milk, fresh fruit etc). Check who won each in the graph below (and it should be noted ALDI don’t have a deli or seafood section).

sub-categories-satisfaction

Commenting on the study, Roy Morgan’s industry communications director, Norman Morris, said: “According to the old saying, ‘You can’t please everyone all of the time’—but that’s pretty much what supermarkets must do if they are to remain competitive. Witness ALDI’s market-leading performance, satisfying a mighty 96 per cent of its customers in August, and excelling in six of the nine supermarket sub-categories measured by Roy Morgan.

“As the German discount giant continues its Australian expansion, its influence is growing. Since it moved into South Australia at the beginning of 2016, the proportion of South Australian residents who mainly or sometimes shop there has shot up to 19 per cent. In Western Australia, where it opened in June, a similar trend appears to be taking shape. It will be interesting to see whether this increased customer volume takes ALDI’s satisfaction to even greater heights in months to come.

“Meanwhile, news that fellow German discount supermarket Lidl is almost certain to enter the Australian market in the near future heralds yet further upheaval for the national supermarket scene. In anticipation of this, Coles, Woolworths and the independents would be wise to really consolidate on their customer satisfaction in the hope of boosting loyalty.

“Supermarkets wishing to future-proof their business in this increasingly competitive climate need a firm strategy that goes beyond ‘the customer is always right’ to what might be called ‘customer obsession’. To devise this, they must understand which demographic and psychographic factors shape their shoppers’ satisfaction, how this compares to their competitors, and what broader retail trends are at play.

“With their compelling low-price, no-frills approach, these German contenders may be formidable rivals, but that doesn’t mean all is lost for local supermarkets,” Morris said.

Please login with linkedin to comment

Advertising Standards Bureau Jamie Oliver Thinktank Social UM Melbourne

Latest News

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]