Marks and Spencer has been named the best in-store supermarket for the third year in a row by Which?.
The consumer champion revealed that the beloved British staple scored five out of five for both overall customer service and store appearance in their annual supermarket satisfaction survey for in-store shopping.
While M&S scored just two out of five for value for money, customers still gave it an overall customer score of 76 per cent.
The customer score is based on satisfaction with the brand and the likelihood of recommending it.
'Customers loved the in-store experience and customer service on offer too'
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Which? revealed: "M&S and fellow pricey grocer Waitrose were the only supermarkets to be awarded five stars for the quality of their own-label and fresh products, and customers loved the in-store experience and customer service on offer too."
Aldi followed closely behind M&S when it came to overall customer score (73 per cent). The discount supermarket chain also scored four out of five for value for money, three out of five for overall customer service, and three out of five for store appearance.
Waitrose came in at number three, with an overall customer score of 72 per cent. It scored two out of five for value for money, five out of five for overall customer service, and five out of five for store appearance.
Which? retail editor Ele Clark commented on the survey results. She said: "M&S pipped Aldi to first place in our annual satisfaction survey this year, showing that - for shoppers who can afford it - quality products and brilliant customer service are still the key to a great in-store experience.
"No supermarket achieved five stars for value for money, but the fact that Aldi came second shows that price is still a top priority for many shoppers who've struggled with spiralling costs for the last two years."
Best to worst supermarkets for in-store shopping: overall customer score
- M&S: 76 per cent
- Aldi: 73 per cent
- Waitrose: 72 per cent
- Sainsbury's: 70 per cent
- Tesco: 70 per cent
- Iceland: 69 per cent
- Lidl: 68 per cent
- Asda: 64 per cent
- Morrisons: 64 per cent
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'Asda has consistently been at or near the bottom of the in-store table for the past five years of our survey'
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As for which supermarkets are the worst performers - as per the survey - Which? commented: "Morrisons and Asda are at the bottom of our in-store shopping table.
"Both got a measly two stars for value for money and average star ratings across the other measures we asked about.
"Asda has consistently been at or near the bottom of the in-store table for the past five years of our survey.
"This year, shoppers were particularly unhappy with its poor product quality, customer service and stock." Which? revealed that one customer said they "regularly struggle" to get everything they need.
As for Morrisons, one customer described the store as “hit and miss”. Both supermarkets were given a 64 per cent overall customer store.
