Sainsbury’s Cobham store in Surrey unveils its forward-thinking approach to revolutionising the supermarket experience, showcasing over 100 innovative experiments as part of its “Next Level” strategy.
Earlier this year, Sainsbury’s embarked on a bold venture to solidify its position as the preferred food retailer in the UK. CEO Simon Roberts introduced the ‘Next Level’ strategy, a plan designed to enhance food volume growth and widen the availability of its full range to more customers. Presently, only 15% of Sainsbury’s supermarkets offer the complete selection, a figure the company aims to increase by optimising space in approximately 180 stores over the next three years.
The Cobham store serves as a testing ground in this strategic overhaul. The store deviates from a traditional layout by focusing on food, with an increase in offerings of fresh produce including fruit, vegetables, meat, fish, and poultry. The layout has been reimagined with customer convenience at the forefront, illustrated by aisles that strategically place complementary frozen and chilled products together.
Simon Roberts articulates this customer-centric approach, noting, “If you think like a customer, rather than how we run a supermarket for 25 years, it causes you to lay things out differently, because we shop like a mission.” This fresh perspective led to innovative concepts like the ‘fish counter on a wall’, where customers can find a variety of fish species in one aisle, reducing costs and enhancing the range.
Another significant change is the introduction of dedicated ‘Free From’ areas. These sections consolidate all Free From products, a seemingly obvious but innovative approach that Sainsbury’s is rapidly implementing across its stores. This method centralises products that cater to specific dietary needs, thereby simplifying the shopping process.
The store has also transformed its beer, wine, and spirits section, offering every product in the category. This comprehensive approach not only meets customer demand for variety but also addresses security concerns with smart shelves that alert staff when multiple items are removed simultaneously.
In a bid to improve efficiency at checkouts, Sainsbury’s Cobham has introduced a hybrid checkout system. This allows customers to scan large trolley items easily, offering more choice in payment methods. This system is currently in trial at two locations, aiming to provide both cost efficiency and enhanced customer experience.
Meanwhile, Sainsbury’s clothing section has been rejuvenated with updated presentations and stands to appeal to the big trolley shoppers who seek fashionable and affordable clothing. This strategic enhancement has already led to a significant increase in sales, as customers find value and style in the offerings.
Furthermore, the store features touch-screen stations designed to assist customers by locating products in-store and offering recipe ideas, enhancing the shopping experience with digital innovations.
Sainsbury’s ambitious cost-saving plans, outlined in February, aim to save £1 billion by March 2027 to offer better prices and wages. To this effect, the Cobham store demonstrates efficiency experiments, from warehouse organisation to product placement, reflecting the retailer’s commitment to improving customer experience while cutting costs.
The Cobham store is a testament to Sainsbury’s strategic innovations aimed at reimagining the shopping experience. Through tactical layouts and efficient customer service, the retailer is on track to achieving its vision of a ‘next level’ supermarket, paving the way for its future growth and success.
