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Sainsbury's
A look at a key feature of Sainsbury's business
One core aspect of Sainsbury's activities is its focus on customer/market segmentation. Sainsbury's divide their customer base into 10 separate segments. Customer intelligence is gathered through analysis of Nectar Card (formerly Reward Card) purchases. This information is used to tailor what Sainsbury's offers in terms of goods and services to an appropriate market segment. Sainsbury's tries to do this by having stores that are differentiated, reflecting the variety of market places that they occupy.
In order to make the most of their 463 stores, these are classified according to three different formats:
- 275 stores are classified as 'Main Mission' outlets. This means they concentrate on providing for the weekly family shop. These stores vary in size between 20 000 and 48 000 square feet
- 64 stores are in the 'Main Plus' format. These are the very large supermarkets (otherwise known as hypermarkets). They occupy in excess of 45 000 square feet area and focus on a wider range of food products as well as more non-food items
- The remaining 124 stores are in the 'Mixed Mission' format. They include Sainsbury's Central (which range from 7000 and 20 000 square feet) and Local stores (ranging from between 2000 and 6000 square feet area)
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