Sainsbury’s is enhancing its shopping experience with innovative strategies.
- The Cobham store serves as a prototype for Sainsbury’s ‘Next Level’ concepts.
- Notable changes include a revised product layout focusing on customer convenience.
- Enhancements feature expanded food sections and new hybrid checkout technology.
- Sainsbury’s aims to streamline operations for better customer service and cost efficiency.
Earlier in the year, Sainsbury’s unveiled its ambitious ‘Next Level’ strategy, spearheaded by CEO Simon Roberts, aiming to position itself as the preferred choice for food shopping in the UK. A critical aspect of this strategy is the planned growth of food volume ahead of market trends, achieved by offering the supermarket’s full range to a broader customer base. This involves dedicating more space to food items in up to 180 high-potential stores over three years, driving significant grocery volume growth.
The Sainsbury’s store in Cobham, Surrey, functions as an experimental hub, testing over 100 innovations. While not every concept introduced at Cobham will be replicated exactly elsewhere, valuable insights gleaned from these trials are expected to influence future store designs. An emphasis on more food space characterises the store, featuring an expanded variety of fruit, vegetables, meat, and fish, presenting a stark contrast to traditional store layouts.
Significant modifications in product presentation have been aimed at simplifying the shopping process. Innovations such as grouping complementary frozen and chilled products together exemplify this approach. Roberts explains the logic: instead of locating items in separate aisles, shoppers find frozen options like langoustines adjacent to fresh counterparts, a pattern replicated for desserts with ice cream and chilled selections side by side.
Sainsbury’s ‘Food First’ strategy has led to the removal of traditional fresh fish and meat counters, considered contributing factors to wastage. In Cobham, a more cost-effective ‘fish counter on a wall’ has been introduced, where various fish species are available at a lower price and with a broader selection. This has resulted in rapid growth in the category, driven by the larger range available.
Dedicated ‘Free From’ sections are being swiftly implemented, consolidating all such products in one location. According to Roberts, while this may appear straightforward, it represents a significant shift in supermarket operations. The focus lies on offering a complete range of products, such as those in the revamped beers, wines, and spirits section, with every item Sainsbury’s offers housed in a well-monitored, open setting to enhance safety and sales.
The Cobham store pioneers ‘Smart Shop’ and next-generation self-checkouts, along with traditional tills. A hybrid checkout is under trial, integrating a scanner within a standard checkout setup, affording shoppers ample space to manage larger trolley loads. Although exclusive to two stores currently, this innovation grants consumers more payment flexibility, aligning with the aim to enhance customer experience.
In clothing, an updated presentation and improved range seek to offer appealing styles and great value, recognising the interests of ‘big trolley’ shoppers. Noteworthy results have emerged, with substantial sales increases underscoring the success of these new initiatives.
An intriguing trial involves touch-screen stations assisting customers with locating in-store items and proposing recipe ideas. This digital approach forms part of Sainsbury’s broader strategy to achieve £1 billion in cost savings by 2027, further enabling better customer prices and improved wages for employees.
Overall, the Cobham store stands as a testament to Sainsbury’s drive to overhaul its retail environment, focusing on efficiency, customer choice, and an enriched shopping journey. The insights gained here aim to elevate the supermarket’s role in serving UK shoppers.
The Cobham store exemplifies Sainsbury’s commitment to reshaping the shopping experience with customer-centric innovations and operational efficiency.
