One year after the introduction of an online rating portal for Aldi Süd customers, the German retailer has published the first results.
Following their purchase, customers are able to evaluate supermarkets in five levels, ranging from 1 (completely satisfied) to 5 (not at all satisfied). In each of Aldi Süd’s 30 regional companies, the most customer-friendly store is identified and receives a cash prize.
Satisfied Customers
The survey shows that overall consumer satisfaction reached a rating of 1.8, with 48% of the 90,000 customers questioned saying they were ‘completely satisfied’ with their shopping experience.
Customers rated aspects such as the supermarket’s cleanliness, product presentation, and product availability. In the survey, clean exterior and in-store areas, as well as friendly employees contributed the most to the good result. The are with the greatest potential for improvement was product availability and presentation.
Improvement Plans
To meet customers’ needs, Aldi Süd has announced plans to refurbish 1,870 outlets by the end of 2019. A reorganisation of the product range and a clear, warm store design are some of the aspects planned.
“Our customers’ feedback is very important to us, because we are always seeking to meet their needs. A direct feedback is a great way to identify possible improvements in our stores and in the processes behind them,” said Natascha Vchoticky, communication director CRM at Aldi Süd.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Larissa Zimmer. Click subscribe to sign up to ESM: The European Supermarket Magazine.
