Waitrose was today named Which? members’ favourite store in our new high street shops survey.
In the survey, 96 stores were rated on everything from products to price to customer service.
The findings revealed that offering a great customer experience is the way to many consumers’ hearts – so despite their higher prices, Waitrose and John Lewis were praised by Which? members for store environment, helpful staff and quality products.
JJB Sports and JD Sports were the survey’s bottom two stores, with criticism by their customers for unpleasant shopping environments and bad customer service. Other big names that did badly include Currys, Currys Digital and WH Smith.
Enthusiastic, knowledgeable staff and a more personal service helped independent stores take four places in the top 10 high street shops.
Toiletries company Lush leapt into fourth place as a new entry, while bookstore Waterstone’s kept its top 10 position. Both were praised for excellent service and interested staff.
The survey also found that a good price can help high street stores in a challenging climate. Good prices once again put discount supermarkets Aldi and Lidl in the top 10, and more Which? members said they shopped at discount supermarkets now compared with a year ago. Other stores that scored well for price were Dunelm, Iceland, Ikea and Wilkinson.
Which? magazine editor Martyn Hocking said: ‘While slashing prices might get customers through the door, we know that shoppers value those stores that make shopping a pleasurable experience – those that offer quality products, have helpful staff and go the extra mile to give their customers a personal service.’
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