In an intensifying war for consumer share and brand growth and recognition, SA’s big five supermarket brands will need to do more to differentiate themselves when it comes to customer satisfaction.
That’s the top line from the latest SA Customer Satisfaction Index for Supermarkets (2018) by research firm Consulta. The survey looks at Woolworths, Pick n Pay, Spar, Checkers and Shoprite.
Woolworths and Spar stood out as front-runners in the survey. Woolworths maintains the best overall customer experience rating, but the gap between it and the others has diminished since 2016. Spar has achieved significant gains in almost all measures of customer satisfaction thanks to its focus since 2014 on "convenience location".
The study shows the increasing complexity faced by supermarkets in meeting customer expectations. It says that as economic pressure intensifies, retailers will need to invest in understanding how this affects consumer behaviour and how they can create exceptional experiences for their customers.