We have to be honest, we’ve not noticed anything radical or exciting from Sainsbury’s in terms of formats for a while. So it was with interest that we popped into the newly revamped store in Pimlico being dubbed as a ‘market store’.
From the offset this store impresses and marks a different approach for the retailer. The large glass windows provide a first look at the ‘On the Go’ offering which is cleverly located front and right of the store entrance, allowing customers who want to grab and go the space and option to do so quickly and efficiently without battling trolleys and baskets in the main store.
Once in the ‘On the Go’ section there’s a number of options including fresh sushi, hot food and pizza, the usual sandwiches and also a Crussh concession. The space is open, airy and easy to navigate, offering simple seating and self checkouts to help speed up payment. We visited at 3.30pm on a Thursday and the area was busy, most noticeably with younger customers and after-school kids, which must be a new demographic for the retailer.
If you don’t want a pizza made from scratch, there’s a hot unit selling slices of ready made pizza, pasties and ready to go microwave meals. Admittedly, we didn’t see anyone buying made to order pizzas but it adds theatre – the neon signage helping to attract customers in from the street.
The main store (located behind ‘On the Go’) has also been given a revamp with a couple of stand out elements. The alcohol section is pretty impressive with ceiling-high, crate-style graphics, simple wooden fixtures and navigation reminiscent of wine and beer labels. There is also one end dedicated to ‘no and low’ alcohol proving that Sainsbury’s is listening to the trend developing amongst younger generations.
Sainsbury’s is also doing a great job (and always has done in our opinion) of promoting its ‘Free From’ range with a dedicated aisle that taps into customers’ increasing desire for a restricted diet of one kind or another.
The bakery section is also impressive adding a layer of personality with graphics positioned above the counter offering ‘gluten free loaves’ and ‘celebration cakes’ in a handwritten chalkboard style.
The rest of the store feels slick and shiny, but it’s the ‘On the Go’ offering that stands out the most. It’ll be interesting to see if it gets replicated or evolved in other stores. But for now, top marks Sainsbury’s – we like!