Waitrose has recently been voted the UK’s favourite supermarket in a Which? survey on customer satisfaction, beating M&S and Sainsbury’s for the third year in a row.
The survey involved customer ratings on appearance, queue-length, availability ease of finding products, and overall quality. And while you might argue that these features should be standard as opposed to something that differentiates a retailer, it’s clear that Waitrose is leading the pack in terms of the in-store supermarket experience.
The MyWaitrose loyalty scheme has been a key attraction for consumers, with the programme promising a free hot drink or newspaper to members. Despite Waitrose coming under recent fire for changing the rules – stipulating that members must buy something in exchange for a coffee – the scheme has certainly helped to differentiate the supermarket from the competition.
Elsewhere, Waitrose has ensured that the online experience seamlessly translates to the real world, allowing customers to pick up groceries without the need to visit a large store. Its Click-and-Collect service involves temperature-controlled lockers so that customers can access groceries in train stations and airports at their own convenience.
Other innovations include Waitrose’s Quick Check service which allows customers to scan goods as they shop, as well as in-store tablets helping to speed up and enhance shopping. With Waitrose’s ‘Hot Ideas’ scheme – an incubator program aiming to drive innovation – it’s clear that the supermarket is set on finding ways to further entice shoppers back to its bricks-and-mortar stores in future.