Sunday 1 February 2015

Lidl and Aldi falling short on the cead mile failte

Published 10/08/2014 | 02:30

Report finds that only about half of shoppers at Lidl and Aldi found the supermarkets to be welcoming.
Report finds that only about half of shoppers at Lidl and Aldi found the supermarkets to be welcoming.

German discounters Lidl and Aldi may be increasing their share of the grocery market - but they're the least welcoming supermarkets, according to a new report.

The report, Shopper Nation 2014, found that only about half of shoppers at Lidl and Aldi found the supermarkets to be welcoming - which meant they had the poorest score when it came to being nice hosts.

The most welcoming supermarket was SuperValu, with 78pc of shoppers citing it as a welcoming place to shop. Next were Tesco and Dunnes Stores, with six out of ten shoppers saying they found them to be welcoming.

SuperValu also got top marks for tidiness, with almost seven out of ten shoppers describing it as a neat supermarket. Lidl came in second, followed by Dunnes Stores and Tesco. Aldi performed poorest here, with only one in two shoppers describing it as a tidy shop.

Fewer than one in three shoppers found their main supermarket to be fun and exciting. No surprise then that most shoppers said they would like to see retailers liven up their shopping experience. Some ways in which shoppers suggested retailers could do this was to provide activities for children, have competitions, play music, and improve the decor.

Most shoppers also wanted to see recipes and meal ideas in store. Shoppers suggested recipe leaflets on shelves and touch-screen kiosks where you could browse recipes and print them out or save them to your phone. The research was conducted by Empathy Research.

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