Here's why mums go to Iceland: Supermarket beats Tesco, Asda and Morrisons to be named the best online retailer in consumer survey, and boss Malcolm Walker is clearly pleased

 
Hayley Kirton
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The supermarket also ranked fourth for in-store experience (Source: Iceland)

Iceland, favourite of mothers across the nation and anybody else looking for decently priced party snacks they can stock in their freezer, has been voted the UK's best online supermarket.

The league table released today by Which? gives Iceland an impressive overall customer satisfaction score of 77 per cent, ranking it above Waitrose, Ocado and Tesco.

Although it placed slightly lower for its in-store experience, the supermarket still gained itself a top five slot with fourth place, putting it above Asda, Sainsbury's and the Co-operative.

"Iceland pioneered home delivery in the UK 20 years ago, and launched the first nationwide online shopping service in 1999, so I can say with confidence that we have more experience in this area than anyone else," said Malcolm Walker, Iceland founder and chief executive.

"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."

A recent run-in between Walker and Which? was not quite so cheery, with the superstore boss slamming the consumer group's supercomplaint on special offers.

The UK's grocers received some good news earlier this month, when figures from Kantar Worldpanel revealed that sales were up across the sector by 0.2 per cent.

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