Sainsbury’s has become the UK’s preferred petrol retailer with 52% of those surveyed choosing it for its exceptional service and experience, according to an independent study by consumer intelligence firm, Market Force Information.
A survey of 5,900 consumers in June 2015 asked participants to evaluate petrol-retailers on the experience delivered, including price, service, brand image, and value added services such as food and coffee shops.
Overall, consumers rated supermarkets as providing a better experience than traditional petrol brands, with loyalty cards being a primary driver for that preference. Tesco’s provides the most pull, followed closely by Sainsbury’s (58% and 57% respectively). Sainsbury’s took either first or second place in five of the nine attributes measured. Shell took the lead in fuel quality and brand reputation followed closely by BP.
BP (including its partnership sites with M&S Simply Food) also led the way for fresh food and good coffee. Asda received the best ratings for price.
Cheryl Flink, chief strategy officer for Market Force Information, said: "We found that one in six consumers were dissatisfied with their most recent fueling experience. To be competitive, brands must deliver on core customer expectations."
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