Favourite shops give first-class service

High street shops might be slashing prices to beat the recession, but offering a great customer experience is the key to keeping shoppers happy, according to the UK's biggest survey of high street shops, published by Which?

For the second year running, the survey of more than 14,000 Which? members named Waitrose as Britain's favourite shop. Sister company John Lewis took second place overall and was rated top in every sector of the survey it appears in. Despite higher prices, both shops were praised for their pleasant store environment, helpful staff and quality products.

Enthusiastic, knowledgeable staff and a more personal service helped independent retailers to take four out of the top 10 places. Also in the top 10 were toiletries chain Lush, which was the survey's top new entrant, and book store Waterstone's. Both were praised for excellent service and interested staff.

Getting a bargain seems to be more of a factor when people are shopping for groceries. Budget stores Aldi and Lidl made it into the top 10, and more Which? members said they were shopping at discount supermarkets now, compared to a year ago. Stores such as Dunelm, Iceland, Ikea and Wilkinson also scored well on price.

Least favourite were two of the UK's biggest sports shops, JJB and JD Sports, which were criticised by their customers for unpleasant shopping environments and bad customer service. Other big names at the bottom include Currys, Currys Digital and WH Smith.

Shoppers' biggest gripes were unknowledgeable and unhelpful shop assistants.

Martyn Hocking, Editor, Which? magazine, says: "The collapse of familiar names like Woolworths and MFI shows just how tough it is on the high street. While slashing prices might get customers through the door, we know that shoppers value those stores that make shopping a pleasurable experience - those that offer quality products, have helpful staff and go the extra mile to give their customers a personal service."