#12: Supermarket choice is terrible!

My local Sainsbury’s has more than thirty aisles; my greengrocer has just two. There is, without a doubt, a heck of a lot more choice at a supermarket than at a corner shop, but I wanted to know exactly how much more choice.

So I went to Sainsbury’s, clipboard once again in hand to do a choice case study on just one foodstuff: soup. Continue reading #12: Supermarket choice is terrible!

#11: Supermarkets aren’t cheap

One of the biggest myths perpetuated by supermarkets is that they offer “everyday value” to the customer through their extensive promotions, multi-buy deals and discounts.

The myth isn’t that supermarkets don’t run these formidable promotions: researchers found that more than half the food sold in supermarkets during 2015 was “on special”. No, the myth is that these promotions offer great value to the customer. Continue reading #11: Supermarkets aren’t cheap

#10: Supermarkets aren’t convenient

We think we’re in charge when we walk through the supermarket sliding doors, but that’s naive. Be in no doubt: when we enter the gleaming aisles, we’re entering a fully immersive, three dimensional, 360 degree, multi-sensory marketing experience. Every last element has been fine-tuned to nudge us into making just one more purchase.

The question we should be asking ourselves is not whether or not supermarkets are convenient, but more for whom are they convenient: us or them? Continue reading #10: Supermarkets aren’t convenient