Navigating the customer journey: Don't forget the category and think small as well as big

Kantar Worldpanel

A changing landscape

The UK grocery sector is increasingly polarised and growth at both the premium and budget ends of the market is forcing the major supermarkets to compete for an ever-smaller middle ground.

Now, more than ever, it's important for retailers to find new ways to stand out – to provide a point of difference in what is becoming a level playing field. Over the past decade, economic pressures and busy modern lifestyles have led to a step change in the way the nation shops and what it wants and demands from retailers. Shoppers are savvier than ever before, managing tight budgets while under considerable time pressure.

Above and beyond

People have come to expect quality and value as critical elements – not an either or. It's about much more than products and prices – it's about the whole shopping experience. In an increasingly competitive market, this provides a new way for retailers to stand out and increase sales – shoppers who have a 'good experience' in store spend on average £220 more a year than those who don't.