Which? Names Iceland Chain Britain’s Best Online Store

Iceland has come out on top as Britain’s most highly regarded online store in the annual supermarket survey conducted by Which?, the independent Consumer’s Association magazine circulated in the United Kingdom. The frozen food retail specialist achieved an overall customer score of 77% and five-star ratings for its value for money, offers and convenient delivery slots.

Having polled over 7,000 consumers about their online shopping experiences, Which?  concluded: “For online supermarkets, Iceland is the surprise victor, earning the highest score among online supermarkets for the first time. Its relatively new online service edged out more experienced rivals Waitrose and Ocado from the top spot.”

Malcolm Walker, founder and chief executive officer of Iceland, commented: “We are thrilled to have received this huge accolade from such a discerning publication as Which? Since we relaunched online in 2013 our service has grown rapidly thanks to our easy-to-use website, great products and brilliant people – and we now make around nine million home deliveries every year.”

Iceland Free Delivery

Which? gave the Deeside, Wales-headquartered company four-star ratings for the quality of its own label products, the ease of finding products online, products being in stock, substitutions and driver’s service. Iceland was ranked fourth in the Which? in-store supermarket table with a customer score of 66%, ahead of Sainsbury’s, Asda, Morrisons and the Co-operative.

Iceland partnered with Elevaate to maximize its e-commerce profile and prowess. The London-based scalable SaaS platform designer helps retailers and suppliers optimize online sales by combining real-time transaction data, analysis and the commercial expertise in their business with the efficiency, reliability and security of cloud technology.

Ken Platt, chief operations officer of Elevaate, stated: “We have been working hard with the Iceland team for some time to transform the speed, agility and insight with which the retailer can place products across its website. This is well deserved recognition for the Iceland online team, particularly since it’s based on direct customer experiences.”

The power of “online, anytime shopping” cannot be denied. Nor can the “Power of Frozen,” which CEO Walker champions in no uncertain terms.

“The ‘Power of Frozen’ allows us to offer a unique range of great quality food from all over the world, all year ’round,” he said. “That means all the products you would expect, like pizzas, prepared meals, frozen fruit and vegetables and desserts, plus many that you might not – from asparagus, kale and quinoa to ostrich steaks, Dover sole, cod loins and crème brulée. We also offer great ranges of chilled food and branded grocery products.”

Operating a chain of more than 860 stores, Iceland is recognized as the frozen food retail leader in the UK. The company provides free delivery of products to customers who spend a minimum of £35 per order. In business for 45 years, Iceland has been ranked in the top ten of The Sunday Times “Best Big Companies to Work For” listing every year since 2010. It placed first in 2012 and 2014.