Asda has torn up the recent form book by taking its first win of the current Grocer 33 year. Its superstore in Boldon Colliery was an “absolute oasis of calm and order” on a stormy Saturday morning, according to our mystery shopper. Its score of 87 was secured by its faultless staff, who “surpassed themselves” on service and standards.
Our shopper was impressed by the added touch of having lots of paper towels available to wipe wet trolleys down at the entrance. They also found the aisles to be generally well stocked, clutter-free and full of “mightily impressive” seasonal and chilled displays.
But it was the store’s neatly presented staff who stole the show. Ali, Sean, Catherine, Claire and Natalia were all named by our shopper for their “incredible team work and positive attitude”.
The store’s only blemish was two out-of-stocks.
It was neck and neck between Sainsbury’s and Tesco, whose respective stores at Wadsley Bridge, Sheffield and Seaton, Devon tied on 71 points each.
Availability was an issue for Tesco, which had four out-of-stocks and didn’t stock a further three items. However, our shopper was impressed with the store’s team, who got top marks for shop floor service – one even offered to help without being asked. They checked when items would next be in stock if they didn’t have them.
The “pleasant” service continued at the checkout where our shopper was greeted with “eye contact” and a “little chat”. “I felt the spirit of Christmas immediately,” our shopper said.
Sainsbury’s staff were similarly “diligent” and “polite”, with several helping our shopper to locate items with their handheld devices. However, some lacked “warmth and enthusiasm”, our shopper said. Availability was strong, with only one out of stock. For the most part, aisles were neat and clear of obstructions. Our shopper especially enjoyed the “well stocked” and neatly organised grab and go counters.
Overall “it was a very positive experience” to which our shopper would happily return.
Some way behind in third was Waitrose West Ealing, which scored 54. This shop is in line to be redeveloped as part of JLP’s buy-to-let property plans, and would benefit from a refit. Our shopper nearly tripped over a pothole in the car park. Overall, they found the entrance “messy” and didn’t enjoy being greeted by a chaotic throng of delivery riders queueing to collect orders at the customer service counter. There were abandoned trolleys “everywhere”, meanwhile. There were, however, some redeeming elements, notably the fish counter, “which was gleaming”.
The service provided by staff was another highlight, even if our shopper felt there was a lack of them on the shop floor. “Wow, some of the best customer service I’ve ever experienced,” they said. Colleagues at both the fish and meat counters were the highlight, while the assistant at the meat counter “clearly loved” her job.
Off the pace with 50 points was Morrisons in Colindale, London, which suffered from a “confusing entrance” and a “scary” lack of lighting in the car park. Inside, the store was “clean”, but the level of customer service “varied from one staff member to another”. Our shopper also found it difficult to identify shoppers from staff, due to a lack of name badges. “The Morrisons uniform is not instantly recognisable,” they said. Availability was another issue, with four out-of-stocks and three items not stocked.
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