Earlier this year, Sainsbury’s introduced its “Next Level” strategy, aiming to lead UK grocery shopping. A key element of this plan involves reimagining store layouts, as exemplified by the Cobham location in Surrey, which serves as a testbed for innovative shopping experiences.
Sainsbury’s is committed to increasing its food volume growth ahead of market trends by enhancing the availability of its full product range, currently accessible in only 15% of its stores. Over the next three years, the company plans to expand food spaces in around 180 stores, leveraging insights from its Cobham store experiments.
At the Cobham site, emphasis has been placed on customer-centric product presentation. An illustrative change is the proximity placement of complementary items, such as placing frozen and fresh fish sections side by side. This approach is intended to simplify the shopping journey, reflecting a customer-first mentality.
The store has also introduced a ‘fish counter on a wall’ concept, providing a comprehensive selection of fish at lower costs, contributing to rapid growth in this segment. Similarly, ‘Free From’ product zones gather all relevant items in one place, a substantial shift from traditional supermarket layouts.
Sainsbury’s has enhanced the shopping experience by pairing typically separate products, such as cheese with wine, facilitating ease of purchase. Additionally, the beers, wines, and spirits section has been redesigned for accessibility and security, helping to reduce theft and boost sales.
The Cobham store trials innovative checkout systems, including Smart Shop and a hybrid checkout option, which combine traditional tills with self-service features. This setup aims to provide customers with flexibility and efficiency, enhancing the overall shopping experience.
In terms of non-food offerings, Sainsbury’s has revamped its clothing section with updated presentations and fixtures, appealing to customers seeking value and style. This has already led to a substantial increase in sales.
Sainsbury’s trial approach in Cobham extends to digital innovations, with touch-screen stations to assist customers in locating items and offering recipe suggestions. This digital integration is part of broader cost-saving initiatives, which aim to reduce expenditure by £1bn by 2027, thereby enabling competitive pricing and better wages for staff.
The Cobham store exemplifies Sainsbury’s forward-thinking strategy, merging customer convenience with innovative techniques. While still in the testing phase, it offers valuable insights that may influence future store developments as Sainsbury’s seeks to strengthen its position in the UK grocery market.
