Report • 28.10.2015

Sainsbury's responds to current shopping trends

New store layout and more checkout options are tested

There now are bigger self-checkout terminals for customers with a small...
There now are bigger self-checkout terminals for customers with a small shopping cart in the pilot markets.
Source: J Sainsbury plc
A supermarket moves with the times: Sainsbury's is now testing new ways to respond to the changing demands of today's customers at six locations in the United Kingdom.

The most important new features are an extensive adaptation of the store layout and a wider range of checkout options. With these  changes shopping is to be made faster and easier and offer customers more choice.

Assist the customer in his "shopping mission"

While customers appreciate the extensive product range available at Sainsbury's markets, not every customer is interested in the entire product range. The supermarket operator reacts with the establishment of zones which are geared towards very specific shopping requirements. Customers can now find convenience foods and freshly baked goods in the pilot stores in a "food to go" zone directly next to the cash registers. This should enable customers to stock up on fresh food more quickly.

At the same time new space for the non-food offer was created. The areas for cooking utensils, home furnishings and consumer electronics are now found in the outer regions of the markets where the customers can browse the products calmly on a retail space which was increased by 30 percent

In two of the markets, the new shopping app SmartShop is tested. With this...
In two of the markets, the new shopping app "SmartShop" is tested. With this solution customers can complete the checkout by themselves using a handheld device.
Source: J Sainsbury plc
Commenting on the project Mike Coupe, CEO of Sainsbury's, said: “The majority of people still do most of their shopping in supermarkets and that’s a trend that will continue, but we need to make our supermarkets more convenient for people who visit often to do a smaller shop. This trial is about seeing how far we can go in catering for every shopping mission, whether someone wants to pop in quickly to buy a sandwich for lunch, or whether they have more time and want inspiration for the home, or advice on tech and gadgets.”

New POS technology and checkout options

One of the things customers most frequently complain about in the supermarket are long queues at the checkout. To make payment faster and easier, Sainsbury's is also testing two new checkout options. In addition to the classic manned cash register and self-checkout terminals for customers with a small basket there now also are bigger self-checkout terminals for customers with a small shopping cart in the pilot markets.

The actual payment process is then handled by the customer on his own...
The actual payment process is then handled by the customer on his own smartphone, which should make this solution the fastest payment method available at Sainsbury's.
Source: J Sainsbury plc
Additionally, in two of the markets, the new shopping app "SmartShop" is tested. With this solution customers can complete the checkout by themselves using a handheld device. Once the tests of the technology are completed and it has been rolled out on a larger scale, customers shall be able to scan their shopping lists at home and then be guided to the desired products when they are in the store. The actual payment process is then handled by the customer on his own smartphone, which should make this solution the fastest payment method available at Sainsbury's.

“No matter what customers are buying, we know that everyone wants to check out as quickly as possible and giving customers more checkout options to suit them is key to the trial”, said Coupe.  „The pilot stores will act as a barometer for feedback and we’re listening to what customers tell us along the way. This is very much a trial and we know that not everything will work, but certain elements are already proving very popular and we would hope to roll those out more widely where feedback is consistently positive“, he concluded.

Author: Daniel Stöter, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Spotlight on ... city centre
15.09.2020  

Spotlight on ... city centre

Learn more about the challenges that city centres are currently facing in our focus topic

What attracts customers to city centres these days? You can find possible answers to all aspects of city marketing with us. ...

Thumbnail-Photo: The importance of effective complaint management...
12.08.2020   #customer satisfaction #customer relationship management

The importance of effective complaint management

A strategic and cross-channel approach to handling negative customer experiences

Customers are more demanding than ever, while brand loyalty is declining. Even a couple of negative experiences can alienate consumers and erode loyalty. Shoppers increasingly share bad reviews and complaints on public communication channels for ...

Thumbnail-Photo: 3 steps to personalisation in e-commerce
04.08.2020   #online trading #e-commerce

3 steps to personalisation in e-commerce

How retailers can build trust and foster customer loyalty

The COVID-19 pandemic has left a visible mark on the retail sector, and companies have had to find new ways to reach consumers effectively in a very short time. Many companies that had previously focused on stationary retail have expanded their ...

Thumbnail-Photo: Inviting customers to learn new skills in virtual classes...
21.08.2020   #digital marketing #online marketing

Inviting customers to learn new skills in virtual classes

Whole Foods Market launches “Home Ec 365” with modernized lessons in #adulting

Whole Foods Market launched Home Ec 365, a digital curriculum designed to modernize the fundamentals of home economics. Through a series of virtual classes, each with a contemporary take on mastering everyday home tasks and need-to-know life skills, ...

Thumbnail-Photo: Please give us shopping, events, and emotions!...
15.09.2020   #online trading #customer satisfaction

Please give us shopping, events, and emotions!

What should cities do to attract more visitors?

Online retail, coronavirus pandemic, monotony – city centers are fighting many battles these days. But although times might be tough for brick-and-mortar businesses, all is not lost when it comes to pedestrian zones.However, retailers should ...

Thumbnail-Photo: Better customer care on Twitter leads to increase in customer...
18.09.2020   #customer satisfaction #customer relationship management

Better customer care on Twitter leads to increase in customer satisfaction

Responses to queries on social media impact service quality perception

Social media has forever changed our society and how people do business. A 2013 report by J.D. Power found nearly two-thirds of customers have used a company's social media site to connect with customer service. New research in the INFORMS ...

Thumbnail-Photo: Sustainability is surviving COVID-19
27.07.2020   #sustainability #coronavirus

Sustainability is surviving COVID-19

Trends and consumer demographics for sustainable products and brands

The NYU Stern Center for Sustainable Business and IRI® published the results of new research examining consumer purchases of sustainability-marketed consumer packaged goods in the US and taking a closer look at the top 10 states in terms of per ...

Thumbnail-Photo: iXtenso newsletter – Never miss a story!
01.08.2020  

iXtenso newsletter – Never miss a story!

Always the latest retail news delivered directly to your inbox – every two weeks

Thumbnail-Photo: Interior design and high fashion
14.09.2020   #design #marketing

Interior design and high fashion

New York Fashion Week is going home ... with Lowe's

At a time when home has become the new epicenter of personal style, Lowe's and New York Fashion Week: The Shows have come together to reimagine one of fashion's most iconic moments, transporting high fashion from the runway to the ...

Thumbnail-Photo: Social commerce opportunities on TikTok for merchants...
31.10.2020   #online trading #social media

Social commerce opportunities on TikTok for merchants

Partnership between Shopify and TikTok

On TikTok, businesses of all sizes are empowered to grow their brands through creative content and storytelling. Since we launched the TikTok For Business platform, we've seen brands around the world make real connections with our users by ...