Following news from Sainsbury’s the supermarket giant has suffered a pre-tax loss of £290 million and comments from chief executive Mike Coupe that supermarket sales will continue to fall due to huge changes in British shopping habits, retail expert Professor Heiner Evanschitzky, professor of marketing at Aston Business School, is urging the big four supermarkets – Tesco, Asda, Sainsbury’s and Morrisons – to revamp their strategy to keep customers.
Professor Evanschitzky said: “The one-stop shop is history, and the big four need to shake up their stale marketing strategies to prevent customers abandoning them in their droves.
“After weeks of rather gloomy news for the big Ffur retailers, the news of Sainsbury’s pre-tax loss is further proof that supermarkets are facing a tectonic shift in consumer behaviour. We now buy what we need more often, grabbing tonight’s dinner on the way home rather than the weekly shop of the analogue age. The idea of customer loyalty is dead; we are more than happy to get our basics from Lidl or Aldi, a pint of milk from the convenience store on the corner, going online for bulkier shops when needed.
“The supermarkets need to start rubbing shoulders with their competitors, including the discounters like Aldi and Lidl and retailers in different markets like H&M or Sports Direct. By renting out their empty spaces, the big four can focus on their strengths – specific products and quality for customers – and offer a shopping experience that matches our modern lifestyles.”