Trusted Choice, Proven Results: The Sainsbury's Customer Promise

Sainsbury’s is transforming grocery shopping into an experience that customers can trust and enjoy in their daily routines. As the UK’s second-largest supermarket chain, Sainsbury’s creates outstanding customer journeys by combining personalized, accessible, and affordable service with innovative technology solutions.

Sainsbury’s marketing claim of commitment to ensuring good food is joyful, accessible, and affordable for everyone, every day, is a strong statement. The brand has been delivering high-quality, great-value food to customers for over 150 years, earning trust and loyalty along the way.

For the fiscal year 2025, which ended on March 1, 2025, Sainsbury’s reported total revenue of £32.8 billion. The company employs approximately 189,000 people across its operations and holds a 15% market share in the UK grocery sector.

Sainsbury connects all its brands, Sainsbury’s, Argos, Nectar, Nectar360, Habitat, Tu, Sainsbury’s Bank, and Smart Charge, to work together in fulfilling their purpose and giving customers more reasons to engage. This strategy also helps build strong, sustainable growth for shareholders.

Sainsbury’s strategy remains focused on providing customers with high-quality food at the core of its business, offering value through fair prices and reliable service.

Leadership and Growth

Simon Roberts has been the Chief Executive Officer since 2020. Under his leadership, Sainsbury has developed resilience and a sustainable competitive edge by strengthening core aspects of the business such as logistics, supply chain management, technology, and supplier relationships.

Recent leadership changes have sharpened the focus on retail excellence and digital transformation. Rob Barnes will join Sainsbury’s in early October as CTO, bringing extensive expertise from ASDA and M&S. He has worked with partners to implement advanced technology solutions and will work closely with Mark Given, Chief Technology, Marketing, and Data Officer, as part of the strategic leadership team.

Sainsbury’s has also confirmed that discussions are ongoing regarding a potential sale of Argos to JD.com, Inc. No final decisions have been made, and BrandSensitize™ will be monitoring developments.

Brand Philosophy

At its core, Sainsbury’s brand philosophy centers on the mission to make good food joyful, accessible, and affordable for everyone, every day. This customer-focused approach, rooted in values of quality, fairness, respect, and continuous improvement, guides intentional leadership.

The company emphasizes positive community impact, sustainability efforts, and seamless experiences across stores, digital platforms, and delivery services.

Customer Experience Strategy

Sainsbury’s customer approach emphasizes trusted expertise through integrated omnichannel service. Experienced staff provide personalized attention and support during the shopping experience.

Loyalty programs like Nectar offer tailored deals and rewards, while AI-powered solutions improve support across mobile apps, websites, and stores. This makes shopping easier, helps manage deliveries, and optimizes inventory.

Sainsbury focuses on connecting with customers through their preferred channels, including click and collect, home delivery, quick grocery pickup, or traditional in-store shopping. Smart recommendations make choices easier, helping the company shift from routine transactions to a deeper understanding of individual customer needs.

Technology Partnerships and Innovation

Sainsbury’s maintains strong technology partnerships to drive digital transformation. TCS is a key partner, providing cloud-first infrastructure modernization, hybrid cloud solutions, and managed services for workplace, connectivity, and security.

As part of a multi-year plan, TCS has streamlined workflows to enhance productivity and agility. The Next Level Sainsbury’s strategy builds on partnerships with SAP, Accenture, and AWS to revolutionize business systems, enhance pricing and promotions execution, and create unified platforms for employees and suppliers.

Pega Customer Service supports customer case management across more than 1,400 locations, enabling agents to deliver consistent omnichannel experiences with full visibility of the customer journey.

Research from BrandSensitize^™ highlights that Sainsbury’s is working closely with SAP to overhaul its commercial systems and replace legacy infrastructure. This cloud-based solution, led by SAP with Accenture and AWS as partners, increases flexibility and allows Sainsbury’s to adapt to constantly changing customer needs.

Sainsbury’s continues to evolve by blending tradition with innovation, creating value for both customers and shareholders.

What has your experience been like shopping at Sainsbury’s, and which aspect do you value most: product quality, pricing transparency, or convenience across channels?