Waitrose has introduced an online customer feedback system that ensures comments are traceable to specific shops at specific times.

By requiring customers to enter a code that is printed on to receipts, Waitrose can identify when and where the online feedback relates.

“It is a great way for us to measure in real time what customers think,” said Waitrose marketing director Rupert Thomas.

The feedback provided a way for Waitrose to identify people who had offered great customer service, he added.

The system was trialled last year and is now rolling out to all branches. Waitrose said up to 30,000 customers in one month had already used the new system.