Somerfield appears to be gaining ground in the customer service arena. Figures from The Grocer 33 weekly shopping survey show that the retailer has managed to slash the average time that a customer spends at the checkout to five minutes and 30 seconds.
This is a vast improvement for Somerfield,which, at seven minutes, totted up the longest average checkout time of the six major supermarkets in The Grocer 33’s Review Of The Year in December.
Somerfield is now ranked in third place, well ahead of Morrisons, Sainsbury and Asda, which currently holds the worst record at seven minutes and three seconds. Somerfield’s improvement follows a spate of customer service initiatives, such as The Somerfield Cycle Of Service (The Grocer, January 28, p6) and its ‘2’s company, 3’s a queue’ in-store poster campaign.
Somerfield retail director Tina Lewis said: “Customer service is a main focus for the business and we are striving to improve all service levels across the store. Checkout queues are one of the key targets for our store teams, so we are delighted this has been recognised.”