Sainsbury’s Origins

Sainsbury is one of the largest supermarket chains in the UK. Not many know the starting point of the second-largest chain of supermarkets in the United Kingdom. The company started in 1869, as a partnership of a married couple: John James Sainsbury and Mary Ann.

After 149 years, the name Sainsbury has turned into one of Britain’s most recognizable brands. Initially, they sold fresh foods and later added packaged groceries. This brand makes a great example of longevity, customer-centric philosophy, and adapting to new market demands.

Starting with a brand philosophy that speaks respect for the consumer “Quality perfect, prices lower“, the company grows fast into a preferred brand for consumers. Over the years they kept changing their slogans into more examples of customer-centric behavior.

Taglines along the years

It’s clean, it’s fresh at Sainsbury’s (1945–the 1960s)

Good food costs less at Sainsbury’s (1959–1991)

Everyone’s favorite ingredient (1991–1999)

Fresh Food, fresh ideas (1998)

Making life taste better (1999–2005)

Try something new today (2005–2011)

Live well for less (2011– present day)

Branding “Sainsbury”

When looking at the marketing strategies they have used over the years we notice important lessons. First of all, they adopted a tagline so long ago that they were among the first companies to do so.

Similarly, they adopted a logo with the name of the company to differentiate themselves from other stores. Building a brand image and communicating the values of the company are actions that create competitive advantages.

These days the first step in setting up a new company is discussing the brand’s image. The mission, values, and SWOT analysis come next. Creating a niche in the market and listening to customers’ demands and needs. These all are marketing strategic moves that this brand applied from the start.

The Sainsbury Archive

Furthermore, the company keeps records about their products, sales, management of the company practices and so on. That load of information is pure gold for a company that can learn from past experiences.

Above all, they have an archive of the shopping behavior of British people. A database of 149 years old. It is no surprise that the Museum of London found it interesting to display the Sainsbury Archive. Seems like Sainsbury is here to stay.  New brands have a lot to learn from their success stories.

As of February 2018, the largest overall shareholder is the sovereign wealth fund of Qatar, the Qatar Investment Authority, which holds 21.99% of the company.

Sainsbury delivery services

The supermarket chain operates an internet shopping service branded “Sainsbury’s Online”. To use this service, customers choose their groceries online. A very interesting move towards Internet technology.

Consumers are more present on their devices and spend less time in physical shops.

Sainsbury is preparing for the future by implementing its selling online platform.

Halloween shopping is getting closer and time is limited.

Christmas shopping is also getting harder by the year because of the crowded stores.

In case you need your shopping delivered to home, they offer this option.

You can also enjoy their delivery service for free in case you spend on shopping more than £100.

Opening times

The supermarket’s opening times are very accessible to busy customers. You can enter the store early in the morning or late in the evening after work. The stores are open on weekends as well.

For those of you curious to see the latest products on sale or to shop for fresh food, the opening times are as follows:

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