Independent food retailers should learn from how chain grocers are targeting customers through technology, while ensuring they retain the human touch that can set them apart, key figures have urged.
Several major supermarkets have signaled their intention to focus on individual tastes and needs when selling their produce.
Waitrose revealed it is running trials of offering “more personalised options” on deli counters, while Marks and Spencer chairman Archie Norman reportedly said he wanted M&S to become “the most personalised retailer in Britain”.
Tesco recently revealed a pilot scheme reducing prices for some Clubcard users’ frequent purchases. Sainsbury’s is reported to have partnered with an e-commerce specialist to offer better options to customers at online checkouts.
Bryan Roberts, retail futures lead on loyalty for consultancy IGD, said advanced technology was becoming a “critical tool” for profitability.
“As shoppers’ expectations continue to rise, retailers must create products and services that meet the growing demand for more personalisation.”
However, he said it was important for smaller shops to achieve this without losing the “human interaction and in-store experience” that gave them an edge over big chains.
Sangita Tryner, owner of Delilah Fine Foods in Nottingham, insisted that despite their budgets and databases, supermarkets could not personalise their offers as well as independents.
“It is the way we differentiate ourselves,” she said. “We talk to every person who comes through the door – if that isn’t personal, I don’t know what is. And everything is made to order, I can’t imagine the bigger beasts doing that.”
However, she warned others not to be complacent.
“We need to get smarter about direct marketing, ensure it is reaching the right people. Getting information from people is important too, we don’t want to abuse it but we want to help them get the right product.”
Vanessa Pitt, general manager of Fodder, said the Yorkshire food hall was “very close” to customers so it understood their “needs and wants”.
She added that Fodder had recently introduced tasting tables so suppliers can “showcase their produce and receive feedback”.
“This level of service and interaction is completely standard for us but, as other retailers extend their offers, I am sure we will continue to explore how we can improve our own,” said Pitt.
This article first appeared in the May 2025 issue of Fine Food Digest.
