The value supermarket beat Ocado and Waitrose - again.
Best known for its frozen goods, Iceland doesn’t exactly spring to mind when it comes to high-end shopping.
But the British value supermarket chain has shown it chain delivers a premium experience where it counts, online.
Today, for the second year in a row, the brand beat the likes of Ocado, Waitrose and Sainsbury’s, to be crowned the best online supermarket.
Iceland received an impressive 77% customer satisfaction rating, with Ocado, Morrisons and Tesco ranking closely behind (76%, 74% and 74% respectively).
Sainsbury’s and Waitrose ranked the worst, alongside Asda at the bottom of the charts, with a satisfaction rating of just 71%.
Which? surveyed more than 7,000 shoppers about product substitutions, the value of online products, and the quality of delivery service, observing that Iceland customers are “particularly happy with convenient delivery slots and friendly drivers”.
This could mean that high-end brands have less delivery slots, and less chirpy delivery staff; or perhaps Waitrose customers are simply harder to please, and less likely to give a rave review.
We think that, whatever your budget, value is simply more important in Brexit Britain.
What is clear, is that Iceland is putting its customers first. And that “superb value” and a slick online shopping can go hand-in-hand.
Something to give supermarket snobs food for thought.
See the rankings for Which’s best Online Supermarket below…
|Ranking||Supermarket||Which? notes||Customer satisfaction rating|
|1||Iceland||Superb value and few substitutions||77%|
|2||Ocado||Service and quality are key to Ocado’s success||76%|
|3||Morrisons||Good selection of items and high rated fresh food||74%|
|3||Tesco||Stellar drivers’ service and great range of items||74%|
|5||Asda||Good quality and low prices but slips up on substitutions||71%|
|5||Sainsbury’s||Excellent own-label items but substitutions let it down||71%|
|5||Waitrose||Great food but less well-liked for value for money||71%|
Kitty Knowles is a Senior Features Writer at The Memo. Kitty previously worked as an online journalist for GQ. She can be found tweeting @KittyGKnowles.