SUPERMARKETS should spend less time worrying about their competitors and more time helping shoppers find what they want in-store.
Retailers are so obsessed with the latest micro-trends they are losing sight of what consumers really want, a leading retail analyst told a Checkout conference on the grocery market.
For example, while companies obsess about double-digit growth in e-commerce, this ignores the fact that it still only makes up 6pc of all retail sales, said Jean-Jacques Vandenheede, inset, senior retail analyst with Nielsen Europe.
And while retailers are obsessed with competition, this ignores the fact that most shoppers are "animals of habit" with around 80pc always choosing the same supermarket.
"There should be less focus on competitors and more on shoppers," said Mr Vandenheede.
Addressing "pain points" in their stores that make consumers frustrated would be a better focus for supermarkets, he said.