The premium grocer came out on top in a poll that considered customer service, store appearance, product range and availability, and quality.
Achieving a customer satisfaction score of 78%, the pubic was however keen to point out its poor value for money and high prices, which makes M&S more of a destination for ‘occasional treats’ than a full weekly shop – which stopped the retailer from picking up Which?’s ‘Recommended provider’ label.
UK shoppers praised the quality of its customer service, store appearance, product range and availability, alongside its own-label and fresh food.
An M&S spokesman said: “M&S customers are guaranteed quality and value as well as great customer service, store standards, range and availability.
“Our Remarkable Value range of everyday family favourites – price benchmarked against key competitors – has doubled in size since 2023 and M&S is the fastest growing grocer for families, demonstrating progress in our journey to become a shopping list retailer.”
German discounter Aldi was tied in second place with Tesco on 76% customer satisfaction, scoring high in the ‘value for money’ category, but registering middling marks in customer service, store appearance, and availability and quality of products.
Tesco registered higher marks across many categories, but fell short in value for money – missing out on the ‘Recommended provider’ tag because its Clubcard discounts are not available to everyone.
The only supermarket to achieve this status for in-store shopping was Aldi, with customers telling Which? that they were happy to overlook its various shortcomings in exchange for consistently low prices.
Reena Sewraz, Which? retail editor added: “There’s no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains.
“At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills.”
