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

This article examines the state of the UK grocery sector and suggests ways to improve the customer experience for different types of shopper.

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...

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