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Waitrose is top of the shops, Which? survey finds

But it's a tale of woe for JD Sports


Waitrose is the best-performing retailer in our survey

Waitrose is the UK’s favourite shop according to Which?’s biggest ever retailers survey.

The supermarket got an overall shopper satisfaction score of 87% in our poll of nearly 11,000 Which? members.

In contrast, JD Sports scored just 33%, placing it bottom of the pile – with one customer complaining of indifferent staff and the shops being ‘a jumbled mess’.

Waitrose’s sister company John Lewis was second in our satisfaction league and local independent stores did exceptionally well, scoring highly for quality service from friendly, knowledgeable staff.

Discount stores 

Discount stores Aldi and Lidl also made it into the top ten showing that if the price is right, customers are sometimes willing to accept the no-frills approach.

But big names such as JJB Sports, Woolworths and Somerfield, which scored poorly last year, still linger at the bottom of the table.

Shops in the DSG International group – Currys.digital, Currys and PC World – fared poorly last year and once again found themselves at the wrong end of the table.

Which? Chief Executive Peter Vicary-Smith said: ‘It’s not rocket science – customers like retailers that treat them well. The best stores realise that the most important thing they can provide is helpful, well-informed staff.

‘On the other hand, nothing alienates customers more than unfriendly, ignorant shop assistants or, even worse, not being able to find a member of staff when you need one. Unfortunately, several retailers at the bottom of our table haven’t learned their lesson from last year’s survey.’

High street flops

Other notable top shops and high-street flops in our various categories include Marks and Spencer, which achieved second place in the groceries category after Waitrose. None of the big four supermarkets – Asda, Morrisons, Sainsbury’s and Tesco – made it into the top five of this group.

For clothes, shoes and accessories, while John Lewis was rated top, Topshop and Topman were bottom.

In the entertainment category, Woolworths came bottom, with the lowest marks for customer service and shopping experience.

Our top ten UK retailers are::

1. Waitrose

2. John Lewis

3. Independents (books/CDs/DVDs)

4. Independents (electricals)

5. Waterstones

6. Marks & Spencer

= Lidl

= Independents (sports)

9. Aldi

= Borders


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