Waitrose has announced it will open juicing bars, offer free wine tasting in-store and have welcome desks as it takes on the likes of Lidl and Aldi to grow sales in 2014.
“We are going to be everything the discounters aren't,” said Waitrose chief Mark Price.
"You have to work out what customers want,” he explained.
“Value isn't just about price; it's about quality, the store environment and services, all of those things."
The supermarket wants to give its shoppers an experience led by more and more places to eat and drink, said Price.
The first Waitrose juice bar has now opened in Swindon with at least four more juice bars planned in the coming year.
The retailers also announced plans for 30 grazing bars to allow shoppers the opportunity to enjoy delicatessen and baked products.
Waitrose also has 103 coffee shops in operation with the potential for opening more around the UK.
While the discounters have 1,500 lines, Waitrose will have 25,000 lines, said Price.
“You will have services you won't see in other supermarkets, like a welcome desk and free coffee and a whole number of things about really looking after our customers when they come here.”
The retailer has embraced technology in terms of what it can do to drive efficiency, he added, but also how it can improve customer experience, which is "something the discounters are never going to do".
The MyWaitrose loyalty scheme now has 4.5 million members, who can avail of a free tea or coffee on each trip to a Waitrose store.
Card holders can also get a free newspaper if they spent £10 in-store.
Rob Collins, retail director at Waitrose, added, “We want to offer something, personalised, local and efficient so that whatever channel customers decide to shop in they enjoy the benefits our partners bring.”
Sales at the upmarket supermarket rose 6.5% in the first quarter of 2014 as its rival supermarkets endured falls in sales.
© 2014 - European Supermarket Magazine
