Customers are at the heart of Sainsbury’s, and have been for over 155 years. Engaging with our customers is fundamental to everything we do and crucial to our purpose as a business. By listening to what matters most and responding with care, we’re able to create more personalised, meaningful experiences, build trust and strengthen loyalty.
Listening to our customers ensures our products and services continue to meet evolving desires and needs, both today and in the future.
Key sustainability topics that matter to our customers
Our customers expect great value, quality produc\ts that they can trust. On sustainability, our customers particularly care about:
- Supporting our communities
- Human Rights
- Ensuring animal welfare
- Provenance and responsible sourcing
- Reducing plastic and recycling
How we engage on sustainability
We engage with our customers everyday through a range of channels, helping us to improve our products and services.
- Customer communications across all channels
- Brand tracking and CSAT (Customer satisfaction score)
- Nectar data
- Qualitative customer focus groups and quantitative surveys
Examples of our engagement on sustainability in FY2024/25
- Launched Good to Know to support customers to navigate to more sustainable choices, including campaigns on ASC/MSC fish, RSPCA Assured and Fairtrade products
- Nectar360 extended its partnership with the Woodland Trust until 2027 and launched a new partnership with Severn Trent Water to support our customers to live more sustainable lives
- We launched 1,300 new products in 2024/25 as we continued to deliver food innovation to customers
- Quantitative and qualitative research to inform our strategy and understand how to more effectively communicate our Plan for Better
