Shoppers across the UK have voted Netto Discounter of the Year 2009 in a customer tracking programme carried out by shopper insights consultancy him!.

Some 1,856 shoppers across Netto, Aldi and Lidl participated in the survey in March this year and were asked to rate their store experience that day.

Some 69 per cent of shoppers awarded Netto more than 8 out of 10 for quality, 87 per cent gave more than eight out of 10 for value for money and 81 per cent rated Netto staff friendliness more than eight out of 10.

In addition, 90 per cent of shoppers stated that they would “recommend Netto to family and friends”.

The study also highlighted that shoppers visit Netto more often than their competitors’ customers - and Netto has the longest-serving and most loyal customers.

Customers were questioned about their reasons for visiting that particular discount supermarket, with ‘better prices’ and ‘more convenient location’ the most frequently mentioned responses by Netto shoppers.

Charles Kay, managing director of Netto in the UK, said: “This award is incredibly important to us because it’s a ‘shopper award’ and not voted by a judging panel sitting behind closed doors.

“It’s based on satisfaction ratings and feedback from actual customers, consumers who shop at the original discount supermarkets every week. I would like to thank them for their continued custom over the last 18 years.

“More and more shoppers have turned to discounters over the last two years and, most importantly, they are liking what they find when they come into our stores - the him! survey and consequent award prove just that.”

Tom Fender, managing director at him!, said: “A recession makes consumers re-evaluate what’s important to them - for retailers, they need to work even harder to keep their customers happy and loyal, and success usually comes down to the retail execution in store. Our Discounter Tracking Programme speaks to customers face to face at the moment of truth - while they are at stores - and so we are delighted to announce that Netto is the Discounter of the Year 2009 as voted by shoppers.”

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