Sainsburys experiments with new supermarket design to make shopping quicker
The changes being tested include a “radically different” supermarket layout and an increased range of checkout options.
Sainsbury's said the changes have been designed to cater for customers' "specific shopping missions" in its supermarkets. Changes include a new ‘Food to Go’ section at the front of the store next to the checkouts and the moving of fresh bakery products to the same section to make it more convenient for customers wanting to buy fresh products quickly.
In addition, Sainsbury’s is dedicating more space in the stores to its Tu clothing range along with kitchen and homeware items. For people who want to spend time browsing, items such as clothing, homeware, mobile phones and tablets are situated along the walls of the store. The amount of space given to non-food in these trial stores has increased by around 30%.
The trial also includes the pilot of two new types of checkout in the stores to give customers four different checkout options to choose from. In addition to manned checkouts and self checkouts used for basket shops, Sainsbury’s is offering customers a larger self checkout option for people with small trollies.
In the two stores that are piloting Sainsbury’s new shopping app, ‘SmartShop’, customers can also checkout via the new SmartShop handset. When fully tested and ready to roll out, SmartShop will enable customers to scan in their shopping lists at home. Once they get to store, the app will show a map locating their chosen items around the store and they will pay via their mobile phone.
Mike Coupe, chief executive of Sainsbury’s, explained: “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. 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.”
The six stores involved in the trial are: Alperton in London; Devizes in Wiltshire; Emersons Green in Bristol; Harpenden in Hertfordshire; Morecambe in Lancashire and Tamworth in Staffordshire. Different elements are being trialled in each of these stores.
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