Tesco customer loyalty could be waning, two new market research surveys suggest.
Separate surveys by advertising agency RKCR/Y&R and market researchers Millward Brown found Tesco registering flat or declining rankings compared to previous surveys in 2004, according to the Financial Times.
In the Millward Brown study, Tesco was the highest-rated retailer for product range and trend setting, but it came sixth for customer loyalty compared to a number one ranking two years ago.
Sainsbury’s, Marks & Spencer and Waitrose gained in both surveys over the last two years.
Millward Brown said that in the past, the loyalty rankings had pre-empted both the problems at Somerfield and Iceland, and the rising popularity of Tesco.
A spokesman for RKCR/Y&R told the paper: “What is surprising is that Tesco hasn’t gained momentum while its business and share price have done well.
“In terms of people shopping with Tesco, I don’t think Tesco will see any immediate change. But if the interest, dynamism and energy is moving elsewhere in the sector, that is worrying over the long term.”
