Checking out: Complaints about supermarket customer service

Last updated on June 13th, 2025

Australian shoppers have been complaining for many years about the rising cost of groceries, but they are also far from happy about how they are treated at supermarkets. We receive more complaints about supermarket customer service than we do prices.

In many instances, price might be the first thing a shopper has gone to complain about, be that in person, over the phone or online. The way the staff member or manager has then responded has made things worse, so much so the customer ends up complaining about the service first, and the price becomes secondary.

What are shoppers complaining about and is anyone listening to their concerns about customer service?

Common customer service issues

 

 

Wherever we shop, we expect good customer service. Sadly, that is often not the case. The complaints we receive about customer service issues run the gamut from staff being dismissive to being downright abusive. Here’s a sample:

• • One shopper said she asked five different employees to help her find a section of the supermarket, all of whom made her feel like a nuisance. The last directed her to the service desk, where she received no help, either.
  • Steven was less than impressed by the way a checkout operator treated his 86-year-old father, handing him a bag without asking and expecting him to pack the groceries himself.
  • Priya felt humiliated when a staff member singled her out for a bag check in a self-service lane in front of others. When she asked why, the staff member yelled at her. John was also horrified when a staff member accused him of not paying for several items at the self-checkout, loudly demanding he return to the store.

Dealing with rude or unhelpful staff

It can be difficult when someone is rude but the best thing you can do is to stay calm. Remember, you have done nothing wrong, even if you are making a complaint. That is your right as a customer.

• • Be polite, even if the staff member is not, otherwise the discussion could quickly become a shouting match.
  • If the staff member is being unreasonable, ask to speak to a manager. Again, it is important to remain calm and respectful.
  • Explain what happened. If the manager does not take your complaint seriously, take a note of their name and write down what happened when you get home.
  • Contact the supermarket’s customer service department to lodge a formal complaint. State the facts. Don’t get personal or nasty.
  • Shop elsewhere. If this is a pattern of behaviour rather than a one-off incident, spend your money somewhere that deserves your patronage.

   

Refusal to honour a discount or return policy

We receive many customer service complaints about supermarkets refusing to honour discount or refund policies. Shoppers are becoming increasingly aware of their rights under Australian Consumer Law (ACL) and they are understandably unhappy when they are not met.

 

 

If they pick groceries off the shelf because the items are discounted only to find they aren’t so special when they get to the checkout, they know that the supermarket is obliged to sell the item at the displayed price rather than the higher scanned price. Xinyu was charged $19 per kg for a durian at Coles, despite the display price being $8.88 per kg. When she raised the issue with customer service, showing a time-stamped photo, they refused to investigate the price discrepancy.

Similarly, if something doesn’t arrive in their supermarket delivery, shoppers know they should be refunded for those items. This happened to Tracey on three separate occasions when online orders she placed with Woolworths arrived without items she paid for. She was notified that she would receive refunds multiple times, but the money has yet to land in her bank account.

 

 

Making yourself heard

So, what can you do if the supermarket refuses to meet its obligations under consumer law? Why does it feel like no one is listening to customer service complaints?

Sometimes, it is simply that the staff member you are dealing with does not understand the rules and regulations properly. You may be able to resolve the issue by talking to the on-duty manager or online customer service.

Failing that, make a complaint against the supermarket. You can report issues to the Australian Competition and Consumer Commission (ACCC) or make a complaint with us and we will help you handle it.