{"id":665552,"date":"2024-09-09T03:05:35","date_gmt":"2024-09-09T03:05:35","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=665552"},"modified":"2026-01-22T07:50:44","modified_gmt":"2026-01-22T07:50:44","slug":"what-can-uk-supermarkets-learn-from-a-summer-of-grocerystoretourism","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/what-can-uk-supermarkets-learn-from-a-summer-of-grocerystoretourism\/","title":{"rendered":"What can UK supermarkets learn from a summer of #grocerystoretourism?"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>What can UK supermarkets learn from a summer of #grocerystoretourism?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/05\/Catherine-Strowger-Headshot.jpeg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Catherine Strowger<\/h5><h5 class=\"blog-date\">Sep 9, 2024<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/?p=665552\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/?p=665552\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>With a collective wealth of experience in the retail industry (and as a bunch of self-diagnosed retail geeks) the concept of #grocerystoretourism is nothing new to Capgemini\u2019s UK retail team.<br><br>The tagline has seen a boom of content on TikTok this summer, with users posting sometimes weird and often wonderful products and concepts they\u2019ve experienced in grocery stores while holidaying abroad.<br>But beyond a bit of fun, there\u2019s a depth of actionable insights for UK grocers to take away from this trend. Here, our retail experts share their top tips.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cChampion small, local producers to celebrate the best of Britain\u2019s rich farming heritage.\u201d<\/strong><br><em>Roxy Ryan, Senior Consultant, Capgemini Invent UK<\/em>\u202f&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>With the boom of a food-obsessed generation and a post-covid era encouraging a taste for travel again, visiting local supermarkets in new countries can be a core part of the overall cultural experience.<br><br>Europe is a hive of gastronomic activity and sensational foodie capitals have become major tourist drivers. For example, Lyon in France and San Sebastian in Spain \u2013 which has the second highest concentration of Michelin stars per square kilometre in the world. And this passion extends beyond the restaurant floor, as travellers seek out the best taste of the country to bring back to their table spreads at home.<br><br>France is well known for its extensive fresh produce selection glistening under misted displays (something Morrisons <a href=\"https:\/\/www.thegrocer.co.uk\/morrisons\/wont-be-mist-morrisons-scraps-unpopular-innovation\/513495.article\" target=\"_blank\" rel=\"noreferrer noopener\">attempted to recreate<\/a> with little appetite) but a recent trend has travellers paying an extra euro to vacuum pack the Parisian butter \u2018Le Beurre Bordier\u2019 to fit into their luggage. Even the more accessible \u2018Grand Fermage\u2019 butter with its large salt crystals is tempting travellers to stock up when it\u2019s impossible to find on supermarket shelves back home.<br>Other desirable products driving footfall into supermarkets across the globe are the infamous flavour varieties of Lays (\u2018Country\u2019 is a personal favourite). Plus, brands familiar to us at home offering totally different product ranges abroad. Starbucks, Pringles, and Milka, to name a few.\u202f<br>Even the UK made it to the TikTok trend with an American tourist proudly admitting they spent three hours at Daylesford, a luxury farm shop and quaint country store nestled in the Cotswolds countryside (as well as having four small stores in London).<br>So, what can some of Britain\u2019s larger retailers learn from this trend?<br>Perhaps the most obvious place to start is ranging genuinely great products that celebrate the best of brilliant British produce. UK grocers have a key role to play in promoting our rich farming heritage and agriculture industry globally. By showcasing the best our seasonal produce has to offer \u2013 whether that be tart, tangy rhubarb or freshly harvested Jersey Royals, it gives UK supermarkets a \u2018raison d\u2019\u00eatre\u2019. Large grocers should be inspired and influenced by the recent resurgence in farmers markets, bursting with the season\u2019s finest, and translate this onto our supermarket shelves.<br>A great way to do this is through championing small, local producers. M&amp;S has a long-standing small supplier scheme which, though not always the most profitable, is a massive footfall driver and a point of differentiation. Provenance and a \u2018farm to food hall\u2019 mentality has been a key component of the M&amp;S Food strategy, and a likely contributor to their phenomenal market share growth throughout the past year.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cLeverage social media to generate excitement, reach a wider audience, and shape brand perception.\u201d<\/strong>\u202f<\/p>\n\n\n\n<p><em>Ruwani Jayasekara, Account Executive, Capgemini UK<\/em>\u202f&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>The #grocerystoretourism is far from Europe-exclusive. When visiting my favourite country Thailand, a must-visit pit stop is Texas-headquartered convenience store 7-Eleven.<br><br>Whether grabbing a well-priced sim card from happy-to-help staff, or popping in for a quick hydration stop, it doesn\u2019t take long to see 7-Eleven not just as an always-open convenience store, but a vital part of the tourist experience.<br>Thailand\u2019s street food scene is legendary, but sometimes sitting on a plastic stool by a busy road isn\u2019t that appealing. The alternative is grabbing dinner from 7-Eleven, choosing from a bowl of tom yum instant noodles, skewers of grilled chicken, or even a microwavable pad Thai. Visitors won\u2019t be disappointed with the sheer variety of snacks, either \u2013 from seaweed, holiday Lays, or a protein milkshake in a wide range of flavours, to filled buns including Coconut &amp; Taro, Pandan Custard, Red Bean &amp; Lotus Seed. Which of course, I share and rate with my friends vial social media.<br>As well as the ultra-convenience allure of 7-Eleven, the brand leans into its iconic status with plenty of merchandise to remember your visit by.<br>Back home, I would love to see more UK retailers leveraging social media to generate excitement for our supermarkets. Grocery tourism has been cemented into pop culture, providing a great opportunity to reach a wider audience and shape brand perception.<br>Yes, recently there has been a conscious effort to cater to a more diverse customer, however the vast amount of choice provided in Thailand, for example, is something we in the UK are still yet to reach. While 7-Eleven catered to my needs as a tourist, it is also clear they focus on the needs of the community and locals \u2013 unique to each branch across the globe.\u202f&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cEntice customers to diversify their appetites.\u201d<\/strong><br><em>Catherine Strowger, Head of Retail, Capgemini Invent UK<\/em>\u202f&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>\u202fOne of the biggest differences between supermarkets in continental Europe and the UK is the quality and offer of fish and seafood. I absolutely love seeing the impressive and enticing counters in the French hypermarkets, and it makes you wonder whether we\u2019d eat a bit more fish in this country if we had access to that kind of offer.<br><br>I have high hopes for what Morrisons will do in this space, with its new Falfish processing centre in Cornwall unlocking additional capacity. It has been hailed as the biggest investment in the Cornish fishing industry in a generation. Will Morrisons CEO Rami Baiteh be able to bring a bit of his Carrefour heritage to the fish counters of Morrisons stores?<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cLook globally to step up at home.\u201d<\/strong><br><em>Caroline Dunphy, Senior Manager, Capgemini Invent UK<\/em>\u202f&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>\u202f&nbsp;Although this could be perceived as a bit of a fun and a \u2018trend\u2019, there\u2019s no denying that international supermarkets are becoming serious tourist hotspots. Some may argue that the trend has always existed, but with the rise of social media and the hashtag, it has issued a global broadcast of what the greatest grocers have to offer.<br><br>We think it should encourage UK retailers to step-up and get their head in the game \u2013 what do you think?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-get-in-touch-with-capgemini-s-retail-experts\"><strong>Get in touch with Capgemini\u2019s retail experts.<\/strong><\/h2>\n\n\n\n<p>We have retail in our blood. Our consultants\u202fhave led teams in some of the UK\u2019s most\u202fsuccessful retailers, offering a combined\u202findustry experience of over 180 years.\u200b We understand the growing pressures and how\u202ffast and\u202fcompetitive\u202fretail can be \u2013 blending deep industry and operational experience with the structure of a\u202fconsulting toolkit.<\/p>\n\n\n\n<p>Get in touch with our experts to see how we can answer your latest business challenge.\u202f<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Meet our expert<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/05\/Catherine-Strowger-Headshot.jpeg\" alt=\"Catherine Strowger\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Email\" href=\"mailto:Catherine.strowger@capgemini.com\"><i aria-hidden=\"true\" class=\"mail-ico\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/choldenretailconsultant\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Catherine Strowger<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Head of Retail | Capgemini Invent<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Email\" href=\"mailto:Catherine.strowger@capgemini.com\"><i aria-hidden=\"true\" class=\"mail-ico\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/choldenretailconsultant\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Catherine leads the Retail practice for Capgemini Invent, the innovation, design and transformation arm of the Group. With over 15 years\u2019 experience in retail industry and consulting roles, she leads a team of retail experts who blend deep transformation expertise with their lived experiences working for some of the UK\u2019s best known retail brands.\n\nCatherine leads consulting engagements across the end-to-end retail operating model, with particular subject matter expertise and love for store operations and colleague experience. Alongside this, she is passionate about sustainability and helping our retail clients to use data and AI to drive greater transparency and conscious decision making in their operations.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" 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This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What can UK supermarkets learn from a summer of #grocerystoretourism? - Capgemini UK What can UK supermarkets learn from a summer of #grocerystoretourism?<\/title>\n<meta name=\"description\" content=\"With a collective wealth of experience in the retail industry (and as a bunch of self-diagnosed retail geeks) the concept of #grocerystoretourism is nothing new to Capgemini\u2019s UK retail team.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/what-can-uk-supermarkets-learn-from-a-summer-of-grocerystoretourism\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What can UK 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