Budget frozen food titan Iceland has been named the best online supermarket chain in UK by the consumer watchdog Which? In a poll conducted by Which? Iceland came better than bigger rivals Waitrose and Ocado by a fair margin. The poll conducted among more than 7000 shoppers asked the participants to rate stores based on the value, delivery times and offers. Iceland bagged a total score of 77 out of 100. This is for the first time that the budget food company gets into this position.
Owned by the pop star Peter Andre, Iceland outpaced Waitrose by its promptness in delivery and value for money factors. Waitrose got 74 points with a score of 3 out of five for value for money factor. Waitrose came second in the list. Ocado bagged the third place with a score of 73. Interestingly Asda, the Walmart owned supermarket giant was placed in the bottom of the list with a mean 65 points. Others among the big four, Tesco, Sainsbury’s and Morrisons performed slightly better. Tesco scored 68 points while Sainsbury’s was placed on the sixth position alongside seven other online supermarkets with 76 points.
The Which? survey says that Asda’s online service was the worst because of the quality of the products and was awarded just three points in the segment where all other participants got four. The user friendliness of the websites to order from, quality of own label products and the conduct of the delivery drives played an important role in the judgement. The german discounters Aldi and Lidl came ahead of the big four supermarkets in the poll.
Waitrose was the only supermarket to get five stars for the tidiness and conduct of the staffs. For friendly staff and neat stores, Waitrose bagged the top spot in the category with 75 points. Mark & Spencer, together with Aldi was placed second in the segment with 69 points. Lidl with 67 points came third in the list.