A new consumer survey by the 'Deutsches Institut für Service-Qualität' (DISQ) has highlighted the advantages and drawbacks of the German discounters, as well as seeking to determine which discount operators are preferred by most customers.
The study showed that customers choose their favourite discounter mainly by the proximity of the store and its price offering.
Most consumers said they were 'satisfied' with the discounters' offering: six of the eight leading discount operators achieved a 'good' rating and the remaining two scored a 'satisfactory' result.
Additionally, 83% of the respondents said they are 'rather satisfied' or 'very satisfied' with the prices on offer in the discounters.
Customer Demands
Service levels, such as friendliness and helpfulness towards the customers, is also growing, the study found, however many respondents would like to see improvements in this area.
As well as service, another area in which there is room for improvement is in store design.
"Consumers are no longer satisfied with the 'pallet-sale' approach," said Markus Hamer, managing director, Deutsches Institut für Service-Qualität. "Customer demands about the shopping environment have also increased at the discounters."
Moreover, customers are looking for more fresh food counters and a larger variety of drugstore items.
"All discount food retailers ensure high customer satisfaction with reasonable prices, which is why factors such as service and store design play an important role in winning and retaining customers' favour", added Hamer.
Lidl Tops The Charts
The most popular food discounter in Germany is Lidl, the study found, with the Neckarsulm-based operator receiving the highest ratings in almost all areas including product range, service and branch design.
Aldi Süd ranked in second place, with the discounter seen as one of the top three providers in almost all areas. Consumer satisfaction with Aldi Süd's prices is the second highest.
Third place went to Aldi Nord, where price and quality were rated very highly.
The online study surveyed 808 people that had shopped at a discounter over the past six months. It focused on prices, range of products, quality of food, service, branch design as well as on the customers' willingness to recommend and their frustrations.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Jana Zimmermann. Click subscribe to sign up to ESM: The European Supermarket Magazine.
