Indies more trusted than multiples, research finds

25 September 2017

Women shoppers rank local and independent retailers as highly as they do the NHS when it comes to putting customers first, according to a new survey published today (September 25).

Research company Shoppercentric surveyed more than 1,000 people about their attitudes to retailers and brands and the independent trade came out ahead of the supermarkets when it came to trust.

Independents and local retailers scored 7.6 out of 10 among women and 6.3 for men when asked whether the shops tended to put their customers’ interests first. The score for supermarkets was 5.9 from women and 5.4 from men, with respective scores for the NHS being 7.5 and 7.6.

The main gripe (with a score of 59%) from shoppers concerned promotions that were “not as good as they sound”, followed by brands that reduced their size of quality, but kept the same price.

The survey showed that almost one-third (32%) always or frequently bought products that could demonstrate their ethical policies, with more than half (55%) looking for products that were “transparent about their contents”.

Danielle Pinnington, managing director at Shoppercentric, said: “These days if shoppers don’t like what a retailer or brand says or does, they can vote with their wallets because they have so many choices available to them.”