Sir: In the wake of aggressive supermarket price wars and low consumer confidence, Sainsbury’s appears to have understood what today’s consumer wants - a positive overall experience as well as value for money (‘Sainsbury’s celebrates jubilee boost in first quarter’, 13 June).

Although no doubt helped by the recent bank holidays and price match offers, Sainsbury’s has benefited from its direct focus on the British market and what its consumers want.

By building smaller convenience stores and boosting its online and mobile offering - Sainsbury’s is achieving positive financial results.

This Institute’s most recent UK Customer Satisfaction Index report shows a direct correlation between those supermarkets scoring highly in terms of customer satisfaction and those with the highest market share.

Jo Causon, chief executive, Institute of Customer Service

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