To win in retail it's not rocket science, you just be better than your competitors at the basics. Range, availability & price. You don't have to be the best at all three, but you can't afford to be too far off the pace. Focus too much on any one of these three & balance is lost & with it go Customers. Focus just on price & costs & standards go down in store, often range is cut. Focus too much on availability & waste goes up (fresh) or range gets cut (ambient). Focus too much on range (increased or decreased) & stores can look cluttered or dull. In short good retailing is about balance. There is often talk about how change needs to be radical for it to work. Have Sainsburys done anything radical in the past three years? Not that I can remember. Are they winning shoppers & growing share? Are they growing their profitability? Yes to both these questions. Is the City happy? No. It never it. The City is like most Buyers, it is never happy, it always wants more!
Simon Roberts said their 'Food First strategy has delivered on its promise over the last three years, making Sainsbury’s a stronger business with a much sharper position on value and a major refocus on our innovation'. Aldi match is working, although still only on about 500 lines, not in all stores. It gets them closer on price in a basket. They are more expensive on the other 20,000 lines. Retailing about optics, not reality. How are they seen, what messages are landing, what does a Customer believe? Customers clearly like what they see in JS as more are going there each week. I am one of them. I sit in between an Asda in one direction and Sainsburys in the other. As a self-confessed foodie I know where I would rather shop. There are more interesting food products more often in Sainsburys than Asda. I am disappointed when I go in a smaller JS store where there is less range. This is one of the 'fixes' that Sainsburys will put in place. They will have more range in more stores. It is a balancing act, too much range & you can lose availability. Systems have come a long way since I was a Grocery Supply Analyst in 2000! They are more sophisticated in managing stock to ensure there is better availability when it matters to Customers.
Out of the Traditional Retailers none of them, other than Sainsburys, are serious about their food offer. I know that Asda have their M&S quality tag line but their ranges are not inspirational or exciting enough for a serious foodie. JS are not at the same level as M&S but they don't need to be. They need to be the best of their immediate competitors. They have larger stores so offer more range than Aldi or Lidl. This is what their shoppers expect. If they just wanted the same range as Aldi or Lidl where do you think they would shop?
Retailing is not rocket science. There is nothing wrong with being a great generalist, after all that is why multiple Retailers stood out in the first place, most of them just have forgotten this!
#theretailmind #groceryretail
JD Group Customer Operations at JD Sports Fashion plc
4moSainsburies Epic Tesco Great/Epic when in stock Morrisons Good Asda Shite unless you go petrol station where it isnt cheapest item 3 M&S about 4 choices of sandwiches