Rising prices, unclear food labelling, temperamental self-serve registers, trolley rage: supermarket shopping can be tough going for even the hardiest of grocery-buyers. And keeping customers satisfied amid challenges like these can be difficult for even the savviest of supermarkets. But one South Australian chain is currently showing the competition how it’s done: hands together for Foodland!
Winner of the monthly Roy Morgan Customer Satisfaction Awards for January and February, Foodland has started the year on a high. In February, the supermarket achieved a 94% satisfaction rating, ahead of nearest rival (and winner of Supermarket of the Year for 2014) ALDI, at 92%.
Coles came in third, satisfying just over 88% of its customers; followed by IGA and Woolworths/Safeway.
Supermarket satisfaction: February 2015
Source: Roy Morgan Single Source (Australia), September 2014-February 2015 (n=8,120).
Not surprisingly, almost all of Foodland’s satisfied customers are from South Australia. Like all supermarkets measured in the Roy Morgan Customer Satisfaction Awards, the majority of its customers are women – 96% of whom are satisfied with Foodland (compared with 92% of male customers).
Satisfaction levels are also higher among female customers for IGA and Woolworths, while male customers are more satisfied than female shoppers with Coles and ALDI.
Michele Levine, CEO, Roy Morgan Research, says:
“Last week, we looked at the factors that Australians look for when choosing a supermarket. Whether a supermarket fulfils these criteria certainly contributes towards a customer’s overall satisfaction with their grocery-shopping experience. Foodland is clearly ticking a lot of boxes to achieve such an outstanding customer satisfaction rating.
“Foodland is also setting an interesting example in light of the current debate about country-of-origin labelling for food: not only is 50% of their home-brand range produced in South Australia, but the remainder is Australian-made. With almost nine out of every 10 Aussies saying they’d be more likely to buy food labelled ‘Made in Australia’, this is a savvy move on Foodland’s part.
“There are more than 14 million main grocery buyers in Australia, and well over 8 million of them are women. However, our data shows that female customers are not always the most satisfied: ALDI and Coles are currently scoring more brownie points with their male shoppers.
“Updated every month, our Customer Satisfaction ratings are collected from Roy Morgan’s Single Source survey of approximately 50,000 Australians annually, the largest and most comprehensive survey of its kind in the world.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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