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

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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