Sainsbury’s unveils new ‘Next Level’ shopping experience at Cobham store.
- Cobham store tests over 100 new shopping innovations.
- Enhanced product presentation aims to simplify customer shopping.
- Focus on efficient use of space for grocery volume growth.
- Hybrid checkout systems and digital innovations introduced.
Earlier this year, Sainsbury’s CEO Simon Roberts announced the grocer’s ‘Next Level’ strategy, aspiring to make it the primary choice for UK shoppers. The Cobham store serves as a testing ground for over 100 innovations, providing critical insights for future rollouts.
Significant changes in product presentation have been made to improve the shopping experience. Products like fish and desserts are now displayed with their frozen counterparts nearby, allowing customers to shop more conveniently, as Roberts states, ‘We shop like a mission.’
The store has shifted from traditional fresh fish counters to a ‘fish counter on a wall’ concept, which reduces costs and offers a broader range, contributing to rapid growth in this category.
Sainsbury’s has swiftly implemented dedicated ‘Free From’ areas, centralising these products to simplify accessibility for customers. Although seemingly straightforward, Roberts notes it is a substantial change for supermarkets.
Cobham’s speciality offers, like cheese paired with wine, reflect Sainsbury’s theme of making the shopping mission more intuitive by grouping complementary items.
An upgrade in the beers, wines, and spirits section ensures all products in this category are available. The layout is designed to reduce theft and maintain a bright, open space with enhanced security measures like smart shelves.
Innovations in checkout processes include Smart Shop and a new hybrid system, providing more options for customers. This hybrid checkout offers increased space for larger trolleys, combining convenience with choice without eliminating staffed checkouts entirely.
The clothing section at Cobham showcases improved styling and value, aligning with the needs of large-basket shoppers. Enhanced presentation aims to boost sales and customer appeal.
To assist customers further, touch-screen stations suggest product locations and recipe ideas, integrating digital tools into the shopping experience. Efficiency experiments continue to play a significant role, including strategic warehouse arrangements.
The Cobham test store exemplifies Sainsbury’s forward-thinking approach to enhancing the customer shopping journey, from digital innovations to more effective space utilisation.
Sainsbury’s Cobham store exemplifies a transformative approach to retail, aiming to revolutionise the shopping journey through strategic innovations.
