To what extent should supermarkets focus on using customer experience to provide a competitive advantage? Supermarkets have faced many challenges in recent years including the need to provide customers with multiple ways of shopping. We are trying to understand how influential the experience of shopping is on people's choice of supermarket and journey. The particular focus for this is a human perspective, perhaps best captured by the question, “How does/would that make me feel?”

1. Identify the different ways customers can shop with a supermarket (customer journeys). 2. For each of these journeys, identify which points are most important to the customer experience, and say why. 3. For each of these points, would they be important to all customers or certain ones? 4. Reflecting on your research, what would you recommend to a supermarket considering whether, or where, to invest in the customer experience? 

In line with programme conditions