Asda’s store in Chesser, Edinburgh, earned top spot this week after our mystery shopper said she would recommend it “to anyone”.
With 91 points, this “beautiful, clean and spacious” branch delivered on all main fronts: availability was nearly perfect, barring the cava, which was not stocked; shop floor assistance was “brilliant” (a back-and-forth interaction with staff about the above-mentioned wine was “very impressive”); and the store layout was straightforward and easy to navigate.
Additionally, the food to go section was small but well managed, and the car park was big and full of spaces.
Sainsbury’s came second with 83 points. While our visitor’s trip got off “to a bad start” due to the dirty trolleys and litter found in the car park, her experience improved massively once inside the store.
The shop floor was quiet, meaning she had plenty of space and could easily find a member of staff whenever she needed help. Staff were knowledgeable and went out of their way to find specific items.
Despite some noticeable gaps on the shelves, particularly in the fruit & veg section and the carbonated drinks aisle, our shopper only missed one item, which was out of stock. The promotional fixtures were logically displayed, with the Christmas aisle looking particularly good.
This week’s third place saw a tie between Morrisons and Waitrose, both of which scored 70 points. The former’s Buxton branch was described as looking slightly “tired and shabby around the edges” in places.
However, this small store impressed our shopper with its diverse range of goods. All of the food counters, including meat, fish, deli and bakery, were fully stocked and looked appealing.
The layout was intuitive and the promotions clearly marked. The team did a good job of fitting lots of Christmas displays in limited space – but that also meant some areas of the store were more crowded. In the end, just two items were not stocked.
Meanwhile, Waitrose’s branch in Stowford Rise, Sidmouth, struggled slightly with availability (two of our items were out of stock and five were not stocked). One member of staff pointed out the next delivery was due that evening.
Customer service was hit and miss as different colleagues offered varying degrees of help. Many were busy restocking the more depleted sections of the store.
On the plus side, the branch had a Christmassy feel to it and the flower and plant displays were particularly eye-catching. The food counters at the back of the store looked well stocked and “beautifully laid out”.
Fourth-placed Tesco scored 55 points. While its store in Cefn Mawr, Wrexham, had “good standards overall”, there were a few stock gaps – two items were out of stock and two were not stocked – and one of the fridges was broken, which made it hard for her to find some items.
Staff members were helpful, and the store featured some attractive seasonal displays. The car park was quite busy due to it being Remembrance Sunday.
Guest retailer Aldi was the clear loser this week with a mere 29 points. Its brand new Newcastle-under-Lyme branch failed to impress our visitor in many areas. Opting for a cabinet-heavy layout meant it took longer for customers not just to find items but also to open the doors and actually access them (the ones placed in the back on bottom shelves were particularly difficult to reach).
Some of the cardboard boxes on shelves were torn and/or messy. Several shelves had stock gaps. Four items were out of stock and three not stocked.
Customer service was lacking, too. None of the colleagues our shopper approached showed “any care” nor tried to help her locate items. Her checkout experience was also mediocre: items were “thrown” at her through the till and the assistant did not engage with her. All in all, she felt as if she was “in the way” as a customer.
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