I'm Running Sainsbury's.

I just watched 'I'm Running Sainsbury's' on 4oD. I was pleasantly surprised at the insight that was given to the running of Britain's oldest supermarket store, which takes £30,000/min over 800 stores nationwide. 

The first episode focuses on 21 year old store trainer Becky's idea, which in theory would save the customer a lot of time in store. Her idea came from the "Feed your family for a FIVER" campaign (made famous by Jamie Oliver). Becky noticed that although customers were informed of the ingredients needed for each meal, the products were spaced out all over the supermarket floor. What if there was a pre-packed bag containing all the items needed? Sounds obvious doesn't it? 

Becky pitched the idea to directors (including CE Justin King - see my post on hearing him speak at the Retail Week Conference) at Sainsbury's "Store Support Centre" (i.e. HQ). They decided to do a week test trial in stores of one of Becky's recipes. The product looked great and the idea seemed a perfect solution! But unfortunately it didn't makes sales targets so the idea wasn't taken forward. I think possibly because it is asking supermarket shoppers to shop in an entirely different way from what they are used to.

Beating the consumer downturn.

The conference proceedings began with some opening remarks from Chair, Declan Curry (of BBC 'Working Lunch' fame) regarding the intentions of this year's conference. Then Justin King - CE of Sainsbury's (who last night won Retail Leader of the Year award at the Oracle Retail Week Awards) - took to the stage. 

Some interesting points about how Sainsbury's DNA is evident in all of their advertising, past and present. Their core ethics still represent those of the brand in it's beginnings 140 years ago.

• Their customer seeks "Value without compromise" and Justin feels it is necessary to speak to their customers in a language that they understand whilst continuing to innovate the product they offer. Particularly in times of economic crisis. 
• The sign above their 1969 Dury Lane store read "Quality Perfect. Prices Lower" and they try to continue these values today whilst remaining ethically and environmentally responsible.
• The key message was that retailers need to stick to their values and not lose sight of what their customer's expectations are.

A panel discussion followed featuring Justin King, John Lovering (Chairman of Debenhams) and Phil Wrigley (Executive Chairman of New Look). Many interesting points came out of the discussion.

• Offering value is not a short term solutions.
• It was suggested that perhaps the majority of businesses who have collapsed over the last 10 years had a view to serve yesterday's customer. 
• With it being "25%" more expensive today for British retailers buying from suppliers and with the strength of the Euro, New Look have intentions to expand globally. 
  
• Retailers aiming to survive the recession must "Kill or be killed".
• The encouragement of staff through leadership and enthusiasm is vital in order to retain a vision of the future for your company.