Sainsbury’s has to differentiate on experience rather than price due to rise of discounters, says customer experience boss

The rise of discount supermarkets such as Aldi and new entrants has driven more premium brands such as Sainsbury’s to focus on brand experience, the boss of Sainsbury’s customer experience design has said.

Muscutt: Consumer desire for cheapest prices has meant “Sainsbury’s has had to look outside the ‘big four’ grocery store competitive set”

Speaking at Mumbrella’s Retail Marketing Summit in Sydney, Clare Muscutt, head of customer experience design at Sainsbury’s,said the rise of discounters has seen customers trade down in search of cheaper prices, meaning Sainsbury’s has had to look outside the “big four” grocery store competitive set.

“In recent times these discounters have appeared in the UK market. I’ve seen Aldi in Australia now. What we have seen is customers trading down to have what they perceive to be great quality for a low price,” she said.