Waitrose: A Comprehensive Analysis of Retail Trends, Customer Satisfaction, and Recommendations

This report delves into the current retail trends shaping the supermarket industry, focusing on Waitrose, a prominent UK-based grocery retailer. Through primary research, including customer interviews, the report analyzes Waitrose's performance against industry trends, identifies key areas for improvement, and provides actionable recommendations. The analysis highlights customer concerns regarding limited product variety, employee performance, and delivery options. The report concludes with a SMART action plan outlining strategies to enhance customer satisfaction and drive sales growth for Waitrose.

Inquiry-Based Project

Table of Contents
INTRODUCTION...........................................................................................................................................3
RETAIL TRENDS OF THE INDUSTRY..............................................................................................................4
ANALYSIS OF THE ORGANIZATION...............................................................................................................6
Background of the company....................................................................................................................6
Primary Research Method.......................................................................................................................7
Analysis: Interpretation...........................................................................................................................8
Performance of firm against industry trends...........................................................................................9
RECOMMENDATIONS................................................................................................................................10
ACTION PLAN.............................................................................................................................................11
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13
APPENDICES..............................................................................................................................................14
APPENDIX 1: Questionnaire...................................................................................................................14
APPENDIX 2: Answers from Interview...................................................................................................15
APPENDIX 3: Product Portfolio..............................................................................................................17

INTRODUCTION
The project in which the groups of people study the issue, idea, or some question is known as
an inquiry-based project. This is a legitimate project wherein those individuals who are part of
the project undertake a study to augment their level of awareness. These projects comprise of
solemn assignation and inspection (La Prad and Hyde, 2017). The present report illustrates the
retail trends, analysis of the firm, and recommendations. At last, the conclusion will be
demonstrated.

RETAIL TRENDS OF THE INDUSTRY
The supermarket sector is changing constantly. The food choices of the consumers, their buying
behaviour, frequent guideline modifications, and new technologies to incorporate are just
some of the things that are collected from the customer input that is concerning the most
established issues for the sector. In simple words, it can be said that disruptive transformations
have come into the supermarket industry (LS Retail, 2020). Online and offline innovations in
technology, change in customer expectations are changing the manner in which the food
retailers function. Below are the trends that are shaping the future of supermarket and grocery
stores:
In-store pop-ups events and classes: It has become mandatory for retailers to encourage the
customers to stay at the store for maximum time. These days, the supermarkets are involved in
creating pop up experiences and special events that are inclusive of cookery classes to increase
customer footfall and level of engagement (LS Retail, 2020). This kind of effort also makes a way
for alliances, where two brands work together to create similar experiences.
Hybrid shop and eat concepts: These days it has come to notice that supermarket brands are
exploring new dining concepts that intermingle shopping and dining. In the UK, Waitrose has
started a supper club-style restaurant in some branches. Here, the customers can book a table,
and have special menus that are developed by the local chef by using the store products. As
retailers have understood the significance of new in-store experiences, therefore, they have
gone beyond the retail sector and are amalgamating with the event management and
hospitality sector (LS Retail, 2020).
Sustainability: These days' stores are involved in offering a greener way to individuals to shop,
sell food without packaging in an attempt to decrease the negative influence of plastic on the
atmosphere. Now, the customers are bringing their containers from home and just take the
goods that they are willing to buy. According to estimates of Guardian, for the last 2 years,
around 100 supermarket stores have responded towards the rising consumer's concerns in the

context of waste that they generate from single-use plastics. While most of these stores are
autonomously run are discovering the idea of selling packaged free goods (LS Retail, 2020).
Analytics for personalized customer experiences: One of the well known US-based
supermarket chain Kroger allied with Microsoft has started to use advanced analytics and
information for the loyalty programs to assume what are the requirements of the customers.
There are sensors above the aisles that track what are customers purchasing and flag up out of
stock to ensure that quick replenishment is done by the employees.
Aiding product discovery: Another trend noticed is that these days' supermarkets are
experimenting with exhilarating displays, special areas, and color-coding (LS Retail, 2020). This
brings numerous foods together and taps into modern trends such as promoting healthy family
dishes, vegan meals, party foods, etc. to help the customers to discern fresh products. Some of
the grocers are trying out traits such as digital signage which offers all-embracing information of
the product which is inclusive of the nutritional characteristics of the products.
Home Delivery: These days the supermarkets have started to provide the home delivery option
to the customers. This has become an extremely attractive alternative for customers who have
a busy schedule. But due to this customers have to pay high delivery charges. To solve this
issue, numerous stores are finding a solution. They can make use of the milkman model that is
used by a small firm in the Netherlands whose name is Picnic. This firm offers delivery twice a
week to the customers instead of every day (LS Retail, 2020).

ANALYSIS OF THE ORGANIZATION
Background of the company
Waitrose is a UK based company that operates in the supermarket sector and is involved in
selling groceries as a part of Britain's largest employee-owned retailer, John Lewis partnership.
The company was founded by Wallace Waite, Waitrose, and Partners in the year 1904. The firm
never compromises on the food standards (Waitrose and Partners, 2020). The company gives
the highest value on ecological accountability, animal welfare, and quality of food. No matter
what happens, the company has taken the pledge to keep the standards high and meet the
expectation of the customer through the products which have their label. In addition to this,
the firm also continues to illustrate why they are better when it is associated with the quality of
food. The certified growers of the firm make use of responsible farming methods that are
inclusive of sustainable crop rotation where there is sustainable utilization of pesticides.
Waitrose is the only supermarket that grows fresh fruits and vegetables as per LEAF Marque
Standards (Waitrose and Partners, 2020).

Primary Research Method
To undertake primary qualitative research on Waitrose, it is decided to gather the data with the
help of an interview. According to Roulston and Choi (2018), Interviews are used to gather data
from a small group of individuals on a wide range of topics. In the present report, structured
interviews will be used where the questions will be the same for every subject. In situations,
where interviews cannot be done face to face, then tools such as the internet and telephone
can be used through which respondents can give their answers. To conduct interviews 4
customers of Waitrose are chosen as respondents. As the customers are part of the family or
friend circle, therefore, it made the process of interview easier. A total of 5 open-ended
questions have been created to know the customer's point of view towards Waitrose.

Analysis: Interpretation
Advantages and Disadvantages from questionnaire’s answers
Advantages: As the customers illustrate their point of view, therefore practical answers can be
obtained. As per the customer's viewpoints, it is noticed that Waitrose needs to do some
improvements. In addition to this, the answers of the customers are linked with unsatisfactory
services delivered by Waitrose (Skurpel, 2016). Thus, it can be said that answers will help the
brand to work in particular areas that will help in the enhancement of customer satisfaction.
Disadvantages: There is a need for numerous respondents so that comparative analysis can be
done; therefore, 4 respondents are selected. But there has been less degree of comparability
due to fewer respondents. In addition to this, there is no parameter to measure the reliability
of the answers given (Skurpel, 2016).
Analysis of interview answers
As per the answers that were given by the respondents it can be said that customers are not
highly satisfied with the services that are rendered by Waitrose. Through primary data, it was
noticed that customers are recommending making some enhancement in the services. It was
observed that the main factors that led to the poor performance of the company were poor
staff members, limited products, issues in delivery, and shortage of loyalty programs for the
customers. The participants have given their viewpoint.

Performance of firm against industry trends
As per the trends of the industry. It has been recognized that the firm has not simply to get
restricted towards retail, rather focus at collaborating with other firms and conducting the
event. This will lead to a significant rise in customer footfall. In addition to this, it was observed
that firms must deliver a huge degree of emphasis on delivering personalized experiences. But
if the performance of Waitrose in observed, then it is making efforts but they are less than the
requisites of the trends of the industry. But when it comes to sustainability the performance of
the firm is highly satisfactory as they are complying with the production standards.

RECOMMENDATIONS
To attain competitive advantage, below are some of the suggestions that Waitrose must take
into consideration to attain success:
- For improving employee performance, the firm must give utmost attention to training
and development because it is the most crucial aspect that will help the brand to make
sure that customers are highly satisfied with the store (Author’s work, 2020).
- To solve the issue of delivery slots, the firm must start providing 24*7 delivery as they
have early morning time, which is not convenient for the individuals every time.
- Another recommendation is that the firm must have a higher range of products. It
means that they must also add more non-food products in their product portfolio as
customers are willing to have some change due to their changing tastes and preferences
(Author’s work, 2020).

ACTION PLAN
After analyzing the current situation of Waitrose, it has been identified that to boost the sales
of Waitrose, some actions must be taken by the company. Below is the SMART action plan:
Action 1: S (Specific): To enhance the satisfaction of the customer by giving training to the
company's employees (Moore, 2017).
Action 2: M (Measurable): To gather the viewpoint of customers every week through a
questionnaire in order to know their satisfaction level in the context of company products.
Action 3: A (Achievable): To arrange a training program for employees in order to enhance
their communication skills (Moore, 2017).
Action 4: R (Realistic): To enhance communication skills that will lead to the creation of a
positive environment at the workplace and establish a healthy relationship with the customers.
Action 5: T (Time-Bound): To increase the range of non-food products in their product line once
every 2 months to offer wide choices to the customers.

CONCLUSION
It can be concluded that Waitrose needs to work hard and make some improvements to deliver
the utmost degree of satisfaction to the customers. The most essential factor at which the firm
must work is delivering training to employees and improving their communication skills. When
the employees do not give the required attention to the customer, then they get disappointed
and tend to spread negative word of mouth. This affects the goodwill of the firm to great
extent. Therefore, employees must be trained well to create a positive atmosphere in the
workplace. Also, the firm must focus at increase product lines by entering into a new range of
products to increase the sales of the firm.

REFERENCES
La Prad, J.G. and Hyde, A.M., 2017. IDEAS: A qualitative inquiry into project-based learning. The
Qualitative Report, 22(2), pp.479-498.
LS Retail, 2020. 6 trends shaping the future of supermarkets and grocery stores, online available
at: https://www.lsretail.com/blog/6-trends-shaping-the-future-of-supermarkets-and-grocery-
stores, last accessed at 22nd September, 2020.
Moore, J., 2017. Setting SMART objectives. Headteacher Update, 2017(6), pp.14-14.
Roulston, K. and Choi, M., 2018. Qualitative interviews. The SAGE handbook of qualitative data
collection, pp.233-249.
Waitrose and partners, 2020. About us, online available at:
https://www.waitrose.com/ecom/content/about-us, last accessed at 22nd September, 2020.

APPENDICES
APPENDIX 1: Questionnaire
Q1. How often do you make purchases from Waitrose? What is the reason behind it?
Q2. What are the drawbacks of making purchases from Waitrose?
Q3. Are you satisfied with the present product portfolio of the company? If not, why?
Q4. What are your viewpoints in the context of Waitrose's online delivery?
Q5. What do you think about their label dependency?

APPENDIX 2: Answers from Interview
Q1.
Respondent 1 Once in three weeks because the store is far away from my home and I
don't have that much time to visit repetitively.
Respondent 2 Once in a week because I am highly dependent on that store for
grocery purchases.
Respondent 3 Twice in a week as I am linked with the online service of Waitrose
Respondent 4 Twice in a month as I don't find their working hours suitable as per my
schedule.
Q2.
Respondent 1 The company only sells food products which forces me to visit other
stores for non-food products as they have a limited range.
Respondent 2 Some employees do not give the required attention which makes the
buying process troublesome.
Respondent 3 The company mostly focuses on its brand due to which there are fewer
choices of products.
Respondent 4 They do not have much when it is about customer loyalty programs.
Q3.
Respondent 1 I am not satisfied with the product portfolio as they only have food
products.
Respondent 2 I am satisfied as their brands are having exceptional quality.
Respondent 3 I am not satisfied as they do not pay much attention to other brands
that are not from their store.
Respondent 4 I do not contend as they do not focus on expansion.

Q4.
Respondent 1 I am happy with online delivery as it is easy to place an order through
an online application
Respondent 2 I am not satisfied as they recommend to mare purchases early morning.
Respondent 3 I am not satisfied as to get free delivery we have to sign up to My
Waitrose.
Respondent 4 I am not happy as they don't have a 24*7 delivery option.
Q5.
Respondent 1 I think that the store is highly dependent on its labels.
Respondent 2 I do not get a chance to get a taste of other labels.
Respondent 3 I am not satisfied as to get free delivery we have to sign up to My
Waitrose.
Respondent 4 I am not happy as they don't have a 24*7 delivery option.

APPENDIX 3: Product Portfolio
Coffee Beans
Chicken Wings and Drumsticks
Cookies and Biscuits
Range of products offered by Waitrose

Source: Waitrose and Partners, 2020