Current Trends in Retail Industry: An Evaluation of Sainsbury Plc - UK

This report evaluates the current trends in the retail industry with a focus on Sainsbury Plc in the UK. It discusses the impact of COVID-19, ways in which retail has changed, and the importance of following market trends. The report also provides research objectives, questions, and methodology.

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TABLE OF CONTENT
Title: an evaluation of the study of current trends in retail industry at Sainsbury Plc - United
Kingdom..........................................................................................................................................4
Introduction......................................................................................................................................4
Research Aim...................................................................................................................................4
Research objectives..........................................................................................................................4
Research questions...........................................................................................................................4
Literature review..............................................................................................................................5
Concept of trends in retail industry...........................................................................................5
Ways in which retail has changed.............................................................................................5
Impact of COVID 19 on retail industry....................................................................................6
Research Methodology.............................................................................................................6
Results and Discussion.............................................................................................................9
Data analysis.............................................................................................................................9
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Title: an evaluation of the study of current trends in retail industry at
Sainsbury Plc - United Kingdom.
Introduction
Retail industry in currently suffering from major changes specially after the pandemic of
Covid 19. The companies are working hard in order to get a stability in the market and to grasp
the situation of the market so that they can work according to the trends and preferences of the
markets as well as customers. it is important for the company to make sure that they are
following the trends of the market in order to attract customers towards the products and services
of the company (Das., 2018). If the company is unable to provide products and services
according to the trends of the market then they will not be able to retain their customers and also
will not be able to survive in the market in long run. The recent trend is focusing more towards
digitization and personalization. In context to Sainsbury, the company is a groceries and
merchandise retailers which is the second largest supermarket chain in UK. The company was
established in the year 1869 bu John James Sainsbury. The company is currently headquartered
in UK. In this report, an understanding about the current trends in retail industry is provided
along with the importance for companies to follow those trends in the market.
Research Aim
The aim of the research is to provide knowledge of the current trends in retail industry and how it
is beneficial for the companies. .
Research objectives
 To understand current trends in retail industry
 Positive or negative impact of trends on the company
 To provide strategies to company to adopt these trends
Research questions
 What is current trends in retail industry?
 Impact of pandemic on retail industry?
 How companies can adopt trends in retail industry?

Literature review
Concept of trends in retail industry
According to Kate Hardcastle, one of the major trends in market is towards online services. The
increase in demand for digital services is presently one of the main trends in retail industry.
People are willing to take online services so that they will be able to get the required products
without sacrificing their comfort and without stepping out of their houses. It is important for the
companies to make sure that they are enhancing their technology and is reaching out to their
customers with the help of online platforms. Another trend prevailing in the market is artificial
intelligence. artificial intelligence helps the companies in understanding the market trends and
serving customers accordingly (How We’re Shopping Now: 5 Retail Trends And The Required
Rethink, 2021). it is important for the organization to make sure that they are involving
technology which can actually help them in their management and services. Artificial
intelligence also includes robots which are automated machines and know how to do work
efficiently and effectively. It is important for the company to make sure that they are including
smaller location format which helps the customers in discovering thinks easily and will also
enhance the services quality of the company as the area of services is small.
Ways in which retail has changed
According to Sridhar Ramaswamy, There are several factors which are influencing the retail
industry to change according to the trends. Shoppers nowadays have more knowledge than
salesperson as they are gaining complete knowledge about the products and services of the
company due to availability of internet. It is a powerful resources which helped the customers in
gaining information and also becoming much more knowledgeable than before. It is important
for the companies to provide appropriate training and development facilities to their staff so that
they will be able to gain knowledge and can provide better services to their customers. Along
with that, their are large amount of options available in the market (Shopping Then and Now:
Five Ways Retail Has Changed and How Businesses Can Adapt, 2013). Another factor that is
trending in the market is related to the trend on digital shopping, specially after pandemic people
are much more dependent and comfortable in online shopping and like to do their shopping via
digital platforms. It makes it necessity for the companies to have digital presence and to do
digital marketing at different platforms. Digital marketing is a cost efficient method for the

company and will provide wider reach to the company. It helps the company to reach out to
potential customers and influence them effectively to buy their products and services.
Impact of COVID 19 on retail industry.
According to Jack Stratten, The pandemic has extremely impact the external environment
of the market in which the company is operating. People are more concerned bout their health
and their is a constant fear of virus. People want contact less services which can help them in
avoiding crowded spaces which can transmit virus to them. It is important for the companies to
make sure that they are having online presence through which they can reach pout to their
customers with the help of internet (What impact has the Covid-19 pandemic had on London
retail?, 2021) . People want to make sure that they are getting safe and secure products and
services. It is the responsibility of the company to make sure that they are providing services and
products according to the needs and preferences of the customers which makes it essential for
them to provide contact less products and services. It is not only safe for the customers of the
company but is also beneficial for the employees of the company. The lockdown enforced in
several countries due to the fear of virus created much more need for online services for the
companies to reach out to their customers.
Research Methodology
Qualitative Methodology
It refers to the method of research which helps the researchers in taking and collecting
information via open communication. It is important for the researchers to collect data via
authentic sources and make sure that the collected information is appropriate (Kaila., 2021) . It
is used in the researches which requires accurate and authentic information which is not
measured in any unit form. In order to understand the trends of the retail market it is important
for the organizations to make sure that they are having a group of experts which know the trends
of the market and the changes needed to be made by the company in order to make sure that they
are working according to the trends of the market.
Quantitative methodology
It refers to the methods of research that which uses quantitative and measurable values in order
to collect information. It refers to the methods which includes statistics, units, numbers ad
measurements which helps the researchers in understanding the actual values of the topic and its
related information (Kothari and Abbas., 2020). Everything in this research is provided in

measurable terms and are based on numbers or statistics which is required in some sort of
researches such as population related researches, rates related researches. It is one of the most
commonly used research methods as almost all researches used accurate and measurable units in
order to make the research more authentic.
Primary Data
It refers to the data collected by the researchers from authentic sources or first hand
information which is collected by the researchers themselves (Wang., 2021). This information is
not resent online and face to face communication, surveys are one of the most common methods
of primary data collection method. It will help the researchers in collecting information which is
authentic and which requires lots of efforts and time. As primary research is a time consuming
process it is important for the researchers to manage their time effectively and efficiently so that
they will be able to create their own research and complete it on time otherwise their are high
chances that the researchers will not be able to complete their research on time. Some of the
popular ways of doing primary research are interviews, personal conversations, observations,
face to face communications.
Secondary Data
It refers to the method of data collection in which the data is collected from several
different sources already present in any form. It is important for the researchers to make sure that
the information collected by them with the help of this method is authentic and the researchers
must also provide proper citations and references in their research which will make sure that the
researcher have used valid and authentic resources in order to collect the information
(Hovhannisyan, Cho and Bozic., 2019). If the researchers did not provide authentic resources to
the original owner of the work from which the information is collected then the work will be
considered under the category of plagiarism. Some of the major methods of collecting secondary
data are online sources, books, journals, articles or websites.
Results and Discussion

Data analysis
How convenient it is for the customers to find out their
requirements in the store as the company is using smaller
stores trend.
Interpretation: according to the diagram above given, out of 50
people who took the survey 30 stated that it has definitely
become easy for them to shop in smaller areas whereas 20
people said that their was no difference. The smaller stores is
trend in the market which helps the companies in making sure
that they area able to provide better services to their customers
and are working according to the trends of the market (Adivar
and et. al., 2019). It is important for the organization to make
sure that their services are able to attract customers otherwise the
efforts of the company will go in waste.
Questionnaire
How convenient it is for
the customers to find out
their requirements in the
store as the company is
using smaller stores trend.
Yes, It was easy
No,their is no difference
What are the factors
which contribute to trends
in retail industry?
a) Quick consumer service
b) Easy to use digital
channels
c) Personalization
d) Dependability
Is there any impact on the
customers behaviour if the
company is using
traditional methods of
serving the customers.
Yes
No
a) Yes b) No
0
5
10
15
20
25
30
35
30
20
Column B

What are the factors which contribute to trends in retail industry?
a) Quick consumer service
b) Easy to use digital channels
c) Personalization
d) Dependability
0
5
10
15
20
25
10
20
15
5
Column C

Interpretation: From the above diagram it is concluded that the major trends in the market
which is followed by the people are digital technology that the companies are using in order to
obtain customers. Personalization and quick customer services is also one of the major factors
which are currently in trends. It is important for the organization to make sure that they are
working according to the trends in the market. Including digitalization in the workings of the
company is an important aspects for the companies now a days in order to attract customers.
Is there any impact on the customers behaviour if the company is using traditional
methods of serving the customers.
Interpretation: from the above diagram it is concluded that most of the people think that if the
company is serving their customers in traditional ways them they are definitely going to loose
some of their customers and will not be able to attract new customers were as 20 people think
that it is not a problems and they are okay if the company is serving their customers in a
traditional way (Sivaram and et. al., 2021). It states that it is essential for the company to make
sure that they are moving ahead according to the trends of the market.
a) Yes b) No
0
5
10
15
20
25
30
35
30
20
Column B

Conclusion
From the above report it is concluded that, it is important for the companies to make sure
that they are properly analyzing the trends of the market and are working accordingly in order to
attract customers. Trends basically refers to the demands of the customers at that point of time
and if the company is unable to fulfill the demands of the customers then they will not be able to
attract or retain customers. The trends of the market is needed to be followed by the companies
in order to survive in the market and to gain competitors advantage in the market. Trends of the
market is a demand directly related to the customers of the company and in term trends requires
investment by the company as well.

References
Books and journals
Adivar and et. al., 2019. A quantitative performance management framework for assessing
omnichannel retail supply chains. Journal of Retailing and Consumer Services, 48,
pp.257-269.
Das, R., 2018. Glimpse of retail market in India. Asian Journal of Multidimensional Research
(AJMR), 7(3), pp.54-62.
Hovhannisyan, V., Cho, C. and Bozic, M., 2019. The relationship between price and retail
concentration: Evidence from the US food industry. European Review of Agricultural
Economics, 46(2), pp.319-345.
Kaila, S., 2021. Developing a Framework for the Informal Training/Learning for Retail Store
Employees. Journal of Psychosocial Research, 16(1).
Kothari, R. and Abbas, S., 2020. A study on Indian fashion luxury retail market. TRANS Asian
Journal of Marketing & Management Research (TAJMMR), 9(1), pp.36-42.
Sivaram and et. al., 2021. AI transformation in retail sectors. International Journal of Public
Sector Performance Management, 8(3), pp.230-235.
Wang, X., 2021. The Two Tales of a New Retail Ecosystem: Analyzing How E-commerce
Reshapes the Urban Retail Landscape through a Case Study in Shanghai,
China (Doctoral dissertation, Columbia University).
Online
How We’re Shopping Now: 5 Retail Trends And The Required Rethink, 2021 [online]. available
through <https://www.forbes.com/sites/kaleighmoore/2021/12/10/future-facing-retail-
trends-for-2022/?sh=f47cf7874b61>
Shopping Then and Now: Five Ways Retail Has Changed and How Businesses Can Adapt, 2013
[online]. available through <https://www.thinkwithgoogle.com/intl/en-gb/consumer-
insights/consumer-trends/five-ways-retail-has-changed-and-how-businesses-can-adapt/>
What impact has the Covid-19 pandemic had on London retail?, 2021 [online]. available
through <https://www.insider-trends.com/what-impact-has-the-covid-19-pandemic-had-
on-london-retail/>