British supermarket giant Sainsbury’s has unveiled a new customer-focused store at Hazel Grove, in Manchester.
Go deeper with GlobalData
The retailer explained that the new outlet was constructed with reference to a customer ‘wish list’ and includes new technology and services. Twenty shoppers of different ages and lifestyles were asked to draw their ideal store seven months ago, and the designs have been incorporated into the new 40,000ft² store.
The supermarket offers seven different ways of shopping, from personal shoppers to a Sainsbury’s to You “Bring to your Car” service and even a vending machine with fresh items so customers don’t need to panic when they have run out of milk and the store is closed.
Three tough challenges were laid down by the customers and group member Gill Hurran summarised these saying: “In a nutshell, we told Sainsbury’s that depending on mood and circumstances, we want to do one of three things: to get in and out quickly, to browse and be inspired, and make shopping fun for us and our kids.”
- From this, came four specific missions which the group identified:
- Busy professional people wanted to get in and out quickly but be inspired.
- Wives wanted their husbands to go to the supermarket with them but husbands wanted to watch football on a Saturday.
- People agreed that they didn’t want to have to stand in queues when they shopped.
- Mothers with young children wanted to make shopping a more pleasant experience & enjoyable for all involved.
- The group were then asked to think about how these problems could be solved in an ideal situation and their ideas were then put together to create a brand new store.
- One of the key ideas from the customers was to introduce a UK supermarket first – Personal Shoppers for £5 (US$7.3).
- An “Easy Checkout” service is also available for £2.50, where a dedicated member of staff processes and packs their shopping at the checkout.
- A special Kid’s Zone lets parents and children explore three exhibits designed by the London Science Museum.
- The group also suggested a system whereby priority parking spaces (ie: those for Mothers and Toddlers as well as those for disabled customers), are monitored by a system which allows store staff to keep track of every car entering the spaces so that they are able to meet and assist customers using these spaces.
- Customers who use internet shopping service Sainsbury’s to You, also suggested that shoppers ordering from the service were given the option to pick up their shopping at a pre-arranged time instead of having to wait at home for a two hour slot. This will be done by using a specially designated pick-up point located in the store’s carpark where customers’ shopping will be loaded into their car for them (without them even needing to step outside the vehicle), enabling them to collect their shopping at a more convenient time.
- For the busy customers who wanted to get in and out quickly the group designed a dedicated “Quick Shop” with it’s own entrance and a convenience-style range of products from the main store. The “Quick Shop” has it’s own express parking area where an electronic monitoring system counts down 20 minutes from when the driver pulls into the space.
- The store will also have it’s own internet cafe with “Chill out” area where customers can relax with a coffee and check their email. The group designed this to solve the problem of husbands and boyfriends who are reluctant to come shopping with their partners.
Hurran added: “It was great fun to be able to create a store from a totally blank canvas and to see our ideas put into practice is really exciting. As a busy mother of two I’m especially pleased with the Kid’s Zone and the new priority parking system, which I’m sure is going to make my life a lot easier.”
Diana Hunter Sainsbury’s Future Stores Manager said; “We were impressed with the ideas the group put forward and they really gave us something to get our teeth into. We are absolutely delighted with the new store and are fully confident that our customers are going to be as pleased with the final result as we are.”
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
