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Why do Brits still love Waitrose despite its premium price tag?

In the last ten years, budget supermarkets like Aldi and Lidl have shaken up the UK's grocery landscape with their low-cost offerings and rapid store expansions. Yet, some consumers remain steadfast in their loyalty to pricier alternatives. So, what's the secret sauce that keeps people coming back to more expensive stores like Waitrose?


Power of Brand Loyalty


A recent investigation by Bionic, a small business consultancy, suggests that brand loyalty is the key. Even in times of economic uncertainty or health crises, consumers continue to patronise these more costly establishments. Glyn Britton, Chief Customer Officer at Bionic, notes that several factors influence this loyalty.


"Price is a significant factor for many, but convenience also plays a crucial role. People are more likely to shop at the nearest store, giving an edge to supermarkets with strategically located outlets," he says.


Quality Over Quantity


Bionic's study, which analysed search metrics, social media trends, and YouGov's BrandIndex, found that consumers are not just hunting for bargains but are also concerned about quality and customer service.


Additional perks like loyalty schemes and special offers also sway consumer choices.


The Waitrose Phenomenon


Interestingly, Waitrose stands out in the loyalty department. According to Bionic's survey, the supermarket, which is part of the John Lewis brand, scored the highest in brand loyalty at 64.4 and led in brand awareness with a score of 88.5 out of 100.


"Waitrose has cultivated an aspirational brand image. Customers are willing to pay a premium not just for products but for an overall shopping experience," Britton explains.


The Runners-Up


Following Waitrose, Tesco scored a brand loyalty rating of 56.25, boosted by its strong online presence. Sainsbury's, Morrisons, and ASDA trailed behind but still managed to outperform the budget retailers in terms of brand reputation.


Social Media Influence


Bionic also examined the Instagram following of these supermarkets and found that Waitrose leads the pack with 58,600 followers, closely followed by ASDA with 58,000. Tesco, Sainsbury's, and Morrisons lag behind but are making efforts to engage younger audiences.


Ultimately, while budget supermarkets continue to grow, the allure of quality, convenience, and brand loyalty helps to keep customers returning to their pricier counterparts.

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