Morrisons named worst high street store by UK consumers

The supermarket was joined at the bottom of the list by retailers WHSmith and Poundland

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The Independent Online

Morrisons has been named the worst shop on the British high street in a poll of more than 10,000 British shoppers.

Consumer group Which? asked people to rate stores based on customers' experiences of purchasing non-food items and the likelihood of recommending the stores to a friend.

Morrisons ranked at 100th on the list with a score of 55 per cent; one shopper describing the retailer’s electrical offering as “limited”, while another said “it would be better if they had a little more variety”.

A spokesperson for Morrisons told The Independent that the retailer was “baffled” by the results.

“Another survey from Which? very recently found that customers thought we were the most improved supermarket in the UK. So we’re baffled by these results, which are based on a very small number of responses,” Morrisons said.

The supermarket was joined at the bottom of the list by retailers WHSmith and Poundland.

Dissatisfaction with WHSmith is not new. According to Which?, the retailer has been in the bottom five of the list for the last eight years.

DIY store Toolstation and Richer Sounds topped the list with a score of 80 per cent each. This is the second consecutive year that Toolstation has come out on top, while audio and TV specialist Richer Sounds rose from last year’s joint third place.

Harvey Nichols jumped from 21st place last year to joint third place in 2017. The department store earned plaudits from customers citing their love of its products as well as the stores themselves.

“The best retailers, Richer Sounds and Toolstation, continue to strike the right balance by selling quality products at reasonable prices,” Which? magazine editor Richard Headland, said.

“It’s a simple formula, but that’s why they consistently score well with shoppers in the Which? survey,” he added.

Here are the top five UK stores, according to the Which? survey:

Richer Sounds (80 per cent)

Toolstation (80 per cent)

Harvey Nichols (79 per cent)

John Lewis (79 per cent

Waterstones (79 per cent)


...and the worst on the high street:

Morrisons (55 per cent)

WHSmith (56 per cent)

Poundland (59 per cent)

Poundstretcher (60 per cent)

Vodafone (61 per cent)

Peacocks (61 per cent)