After an extended absence of 15 weeks, Asda has finally picked up its first Top Store award this year thanks to the excellent availability and customer service at its Stowmarket branch in Suffolk. Despite dominating our pricing survey, Asda has struggled to provide a full basket, but our Suffolk shopper picked up all 33 items this week and was impressed by the well-stocked shelves at Asda's 30,000 sq ft town centre store in Stowmarket. Although there were shelf-stackers in the aisles, they were quick to unload their trolleys and sufficiently alert and polite to make sure they did not obstruct the shoppers. Asda is on to a good thing in the Stowmarket area, as the only other large retailer in the catchment is a Tesco, although there are also Lidl and Aldi stores nearby. This means that Asda rakes in rich pickings from a higher number of wealthy people shopping at the store than it usually pulls in. CACI data indicates that it attracts 23% more wealthy achievers than the average Asda. "I'd like to say that the Tesco just outside Stowmarket town centre has no effect on us but obviously I can't," said store manager Mick Fradgley. "But we are not really worried about competition. "This is a tightly knit community and our customers - most of them elderly - like the social element of shopping and appreciate a chat with my staff."



 Q&A with Mick Fradgley Store manager of the week


Which products are selling well? Our fresh fish sales are up 30% week-on-week, compared with the same period last year. I think this strong performance is mostly down to the Ian Wright television adverts, which have proven popular with our shoppers. Also the quality training and expertise that our over-the-counter staff now receive has helped sales of fish. Organic fresh produce is selling well and our locally sourced produce, which includes anything from jams to milk and ready meals, is always popular with customers. How do you achieve such strong availability? We have a special process team that is responsible purely for stock levels and availability. The teams were developed as a result of an initiative the company introduced a few months ago and it seems to be bringing success so far. If you could change one thing about your store what would it be? I would make it bigger. This store needs another 10,000 sq ft to extend our George and household product ranges, which are limited at the moment. But there are no expansion plans on the horizon and because we are surrounded by buildings, the only option would be to relocate the store, and doing this could be detrimental to sales. Do you socialise with your staff after work? Whenever possible. Last Thursday we had an Asda Oscars-style night in Corby where staff in the Norfolk and Suffolk region meet twice a year for a glitzy meal and award ceremony. My staff also have a monthly celebration lunch to recognise achievements. Do you do much for the local community? I've just appointed a new events co-ordinator who is in charge of all community and charity projects. She is extremely enthusiastic and always asking me for money to fund various ideas. I wish I knew how to calm her down!



Availability


Asda Stowmarket, Suffolk

0 - Despite being extremely busy, staff at this Asda were managing to keep shelves stocked and our shopper picked up a full basket of products - Asda's first since June. Staff were helpful in directing our shopper to certain products. Although all 12 checkouts were operating, queues were still quite long. We visited on 21 September at 10.30am. Our shop lasted 48 minutes. Time spent at the checkout was 11 minutes.



morrisons Coalville, Leicestershire

2 - This Morrisons was clean and tidy but our shopper said staff were slow to help her find missing products. She could not find any changing facilities for her baby and said there weren't enough staff on the shop floor. However, the checkout assistant was friendly. The peanut butter and Hula Hoops were sold out. We visited on 21 September at 2.40pm. Our shop lasted 55 minutes. Time spent at the checkout was seven minutes.



sainsbury's Chiswick, West London

1 - Our Sainsbury's shopper said most of the freezer section in this store was over-frozen and the milk refrigerator was leaking. An abandoned trolley full of empty bags was also left at the back door to the car park. The Mr Kipling's apple pies were out of stock but the staff were particularly friendly and helpful. We visited on 21 September at 12.00pm. Our shop lasted 45 minutes. Time spent at the checkout was four minutes.



somerfield Stockport, Greater Manchester

2 - This quiet store was sufficiently clean, tidy and logically laid out but the Peperami and Birds Eye peas were out of stock. While the majority of staff were described as excellent by our shopper, the checkout operator was scruffy and slightly ill-mannered, which disappointed our shopper. We visited on 21 September at 12.40pm. Our shop lasted 45 minutes. Time spent at the checkout was four minutes.



tesco Hookwood, Surrey 

0 - With a full basket and friendly customer service, this Tesco was a strong contender for our top store, but the large number of packing trolleys and shelf-stackers blocking the aisles irritated our shopper. Of the 35 checkouts available, 27 were operating, which was sufficient to keep the queues down. We visited on 21 September at 1.50pm. Our shop lasted 55 minutes. Time spent at the checkout was nine minutes.



waitrose Barry, South Glamorgan

1 - Our Waitrose shopper had a damp experience at this store as the ceiling was leaking over the doorway, though a bucket was in place to catch the drips. The half-cucumber portions were sold out but the staff were knowledgeable and polite and the aisles were clear of trolleys. We visited on 21 September at 2.10pm. Our shop lasted 50 minutes. Time spent at the checkout was nine minutes.

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