The German discounters Aldi Süd and Nord have the most satisfied customers, reports the German website Focus.de. Even Lidl can't match them, but especially the classic supermarkets don't stand a chance. They advertise freshness and quality, but deliver mediocrity. Aldi Süd is the German consumer's favourite, followed by sister company Aldi Nord, a benchmark research by market research bureau 'Forum!' shows 31 to 24 percent of their customers are fans - more than any other food trader.
Forum! questioned at least 100 customers from all nine researched companies about satisfaction and emotional bonding. Those questioned were also divided into five different customer types, amongst which were sympathisers and fans. On average the percentage of fans amongst the food traders was only at 17 percent, a lot lower than at Aldi Süd and Aldi Nord.
This gives Aldi an invaluable advantage compared to the competition. "Fans buy more, and more often, they remain loyal over a longer period of time and speak out positively about the company more often," says Roman Becker of Forum! Fan customers who are especially satisfied and emotionally bound to the supplier.
Kaufland and Penny come closest to Aldi in their number of fans, with a fan percentage of 23 percent each. Rewe, with a fan percentage of 15 percent, isn't doing as well. This chain also had a striking number of customers who indicated that they would be switching supplier soon, at 26 percent. Real has the lowest score, only 12 percent of their customers were fans.