M&S Food ranked number one supermarket in CXi customer experience report 2023

Dunnes Stores came in at second place, with the supermarket sector as a whole continuing to show a strong performance in 2023 with an overall uplift in its score of 6%



5 October 2023

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M&S Food has been ranked number one for customer experience in the Irish supermarket sector as part of the CXi Customer Experience report for 2023, jumping 30 places in the ranking since 2021.

This year, the annual report, which is now in its ninth year, saw 175 organisations featured in a survey on customer experience which resulted in a ranked league across eleven sectors.

M&S Food was ranked ninth in the overall survey, the highest ranked supermarket included in the survey, while M&S Retail is included as a separate brand and came in at 29th in the overall survey. Dunnes Stores (Supermarket) came next after M&S Food in tenth position overall.

According to the report, customers ranked the M&S Food brand favourably based on M&S store colleagues’ strong personal relationships with customers; trust in the brand and the ease with which to do business; the ‘Sparks Reward’ digital programme which offers customer savings of up to 20%; and unique technology such as the ‘Scan & Shop’ feature.

Supermarket sector performance

When analysing the customer experience at supermarkets against other types of businesses, the report saw the sector as a whole continued to show a strong performance in 2023 with an overall uplift in their score of 6%*. The sector remains in first place in the rankings for a fourth consecutive year with all Supermarket brands making it into the top 100.

The supermarket sector is also now represented in the top 10 overall scorers, with both the M&S Food and Dunnes Stores. According to the report, along with Laya Healthcare, “they demonstrate that delivering excellent experiences is possible in highly competitive sectors where value is becoming increasingly important”.

On Dunnes Stores (Supermarket)’s position as tenth in the overall league table (down four places since last year), CX stated: “It is great to see an Irish organisation continue to deliver superior CX for their customers while maintaining market leadership status. Dunnes supermarket store refits continue to shine a progressive light on the brand and their highly visible home delivery is a superb convenience for many city and rural customers. You get a real sense that there is a genuine commitment for customer focused solutions throughout the business.

“Their home delivery programme goes from strength to strength and is a great way for their staff to shine with proactive human touches. It is also a superb example of an Irish business delivering both a tech and human solution brilliantly,” the report added.

Credit Union came in at number one in the league overall. Grocery brands which featured in the league’s top 30, included Aldi ranked at number 11, SuperValu at 14, Tesco at 16, Lidl at 18, Mace at 20, and Centra at 22.

CX has been focusing on the scale of customer experience since 2015. Every year since then, it has published a Customer Experience report. The CX Framework is based on thousands of surveys and in-depth interviews with customers of companies across a variety of sectors to understand how they felt when they interacted with those companies. 

The full CXi 2023 report is available here.

*(Source: CXi Customer Experience Report 2023)



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