Uncrowd, a technology that uses observational data to compare customer experiences between brands, has announced 12 customer experience awards for UK supermarkets, according to data gathered in December.
The awards recognise which supermarkets did best on 12 different areas of customer experience in-store.
Sainsbury’s won on loyalty program, marketing and strategy, with their Nectar scheme being best communicated out of all the retailers. Tesco was observed to be the easiest store to shop, while Morrisons came out on top for product presentation, with their fresh deli counters helping to inspire shoppers with seasonal treats.
Aldi did best on price – how customers experience prices in-store. M&S won across inspiration, presentation of premium products and how well stores operated. Lidl triumphed in the availability of value basics for shoppers. ASDA did well on in-store staff standards. And lastly, Waitrose came out on top for product choice.
Uncrowd CEO Richard Hammond said, “It’s fascinating to see the nitty-gritty of this data. This isn’t just about which retailer has the fattest market-share, it’s about how customers experience these shops at a very basic level, from whether the floor is clean to how easy the loyalty scheme is to understand. This kind of data can show retailers the small improvements that can make all our shopping experiences better.”
Uncrowd’s awards was based on data collected by quantitative analysts using the app CrowdAF to make 72,450 observations on secret visits to 69 standard supermarket stores across England between December 14th – 19th 2023.
Uncrowd’s data-collection methodology and analytics use observational experience data to build detailed comparative customer journey maps, helping retailers understand how to become more attractive to customers than their rivals.
