Customer behaviour is changing

Listening, watching and talking to our customers

The past year has seen people managing their household budgets more carefully – and that’s led to a change in shopping patterns. We’re eating out less and cooking at home more. We’re shopping around more too, looking for the best prices and deals, and still expecting the best quality for our money.

We’ve accommodated our customers’ changing needs in a number of different ways. Our ‘basics’ range has got bigger, we launched the ‘Feed Your Family for a Fiver’ campaign and we’ve made our promotions more straightforward and helpful.

Customers have appreciated these changes. We now have over 18 million customers a week and basket size has increased. In October 2008 the Institute of Grocery Distribution presented us with its ‘Award for Consumer Understanding’ for delivering innovative and appropriate solutions for our customers.

May 2009