Swedes dissatisfied with retailers – but love ICA

Swedes prefer to shop at the ICA supermarket chain, are satisfied with Apoteket, the state-run pharmacy, and think that Systembolaget has improved since last year. The best DIY store is Beijer.

According to the annual Swedish quality index of how satisfied customers are with retail outlets, ICA is the big winner when it comes to groceries. Next in the league table came Coop and Axfood.

Lidl performed slightly better than last year but is still bringing up the rear, while customers of several independent stores and chains declared themselves less satisfied than last year.

Compared to the other Nordic and Baltic countries, Swedes are rather fussy with their shopping. Indeed, only in Latvia and Estonia are there greater levels of consumer dissatisfaction. Finnish shoppers are the most satisfied.

Apoteket was rated well by its customers, with a mark of 71.3%. The majority said that the pharmacy chain works well but could improve its opening hours and the way it handles complaints.

Sweden’s state-run alcohol monopoly, Systembolaget, has risen in the ratings since being strongly criticised in 2003, when the index was compiled in the midst of a series of revelations about improprieties.

Most customers said that the range of products is very good but the customer service could be improved. At the same time, 69% of customers said that they buy around a third of their booze elsewhere.

Among DIY retailers, which were included for the second time, Beijer snatched the top spot from last year’s winner, Byggmax.

Around 4,000 people were interviewed for the index.

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TT/The Local