Supermarkets have a 'connection' problem

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.