Sainsbury’s Invests in New Formats and Technology to Enhance Customer Experience

Coin WorldFriday, Jun 13, 2025 2:53 am ET
2min read

Sainsbury’s is investing in multiple trials of new formats and technology across the U.K. to enhance customer experience and make its stores more navigable. The grocer’s philosophy for the future of its stores is evident at its Kiln Lane store in Epsom, Surrey, a 100,000 square foot “Destination Plus” store. This store stocks a full range of products and brands, including Tu, Habitat, and Argos, in addition to general merchandise and groceries.

The standout feature of the Kiln Lane store is its layout and ease of navigation. Upon entering, customers are greeted with a sense of calm, achieved through careful design and the use of clear white signage with light boxes. This design choice was informed by eye-tracking technology, which showed that customers were not looking at pendant signs hung from the ceiling. The new shelving units are not only more modern and easier to clean but also align well with the purple Nectar signage, contributing to the overall aesthetic.

Good product availability is another key feature of the store. Sainsbury’s has allocated space for each product to ensure it can be traded throughout most of the day, reducing the need for frequent replenishing. This “mission-based” shopping concept aims to make it easy for customers to find what they need, whether it’s dairy, meat, fish, or poultry. For example, wines, beers, and spirits are placed front and center, making it convenient for customers to pick up their drinks on the way to the checkout.

Ask Aime: What impact will Sainsbury's future store designs have on the UK retail industry?

Sainsbury’s trials also extend to technology. SmartShop, a method for shoppers to scan their purchases as they shop via an app or handheld scanner, has become a staple of the Sainsbury’s shopping experience. In a technology trial at their Richmond and Kempton stores, in conjunction with partners Zebra Technologies, Sainsbury’s has added a payment option to the SmartShop system. This technology stack includes Sainsbury’s software on Zebra’s devices, location services provided by a third-party company, and payment services provided by Worldline. The potential for additional functionality, such as promotions at the moment of purchase, is also being explored.

At their Witney store in Oxfordshire, Sainsbury’s is trialing electronic shelf-edge labels (ESLs) from VusionGroup, allowing for dynamic pricing. This “Future Store” trial covers the majority of categories and includes computer vision technology to monitor the shelf life of perishable products in real time. This technology aims to improve availability and reduce wastage, aligning with the broader industry trend of using ESLs to drive efficiencies in the face of increased costs.

Sainsbury’s approach to improving the customer experience is not solely reliant on new technology. It involves blending technology with what is right for the customer and creating an inviting environment in which to shop. The “mission-based” strategy is a back-to-basics, cutting-edge technology approach for the future, focusing on making the shopping experience as seamless and enjoyable as possible.