Supermarkets have a 'connection' problem

Although Amazon's acquisition of Whole Foods last week will initially have an impact in developed urban America where it can disrupt Walmart, its implication signals the start of a revolution in food retailing that will redefine our understanding of 'convenience' over next 5 years.

Categories that seem prone to disruption are the ones that deliver a less-than-brilliant customer experience, where there is a clear opportunity to look again and make things better for the customer.

The current food retailing business model looks increasingly “last century”. It is transactional, has taken out customer service costs and defines convenience as range and choice inside the store. Digital channels are often 'bolted-on', transactionally-focused and are not part of a considered or personalised 360º customer experience. It is not a category that can be described as customer-centric in the current context.

Read more about FutureBrand's retail experience design work

Simon is FutureBrand's Chief Growth Officer.  

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