Waitrose is the top dog when it comes to dealing with customers on Twitter, according to a survey carried out to mark the 10th anniversary of the social media platform.
Agency BDRC Continental used mystery shoppers to gauge the reaction times, friendliness and quality of responses of major grocery retailers.
Waitrose came top with a score of 75, ahead of Tesco (67) and Sainsbury’s (60).
The survey found Waitrose responded to 92% of tweets, with an average response time of one hour and 10 minutes. However, there was not such good news for The Co-operative Group, which bagged just 16 points for its performance, responding to just 28% of the mystery shoppers at an average rate of nearly 34 hours.
Tesco and Sainsbury’s had good overall performance scores, but there was a sequence of lower scores in the 40-range for M&S, Morrisons, Asda and Aldi.