The Croydon experiment

Sainsbury’s was not the first shop to introduce the idea of self-service to the UK, but it became the first to specifically design shops to operate this way.

A few retailers, notably the London Co-operative Society, had previously re-arranged fittings to provide a limited range of self-service groceries. In 1950, Alan Sainsbury ordered the complete refurbishment of the store at 9/11 London Road, Croydon, which had previously been used by John James as a model store for the suburbs when it was opened in 1882. With a floor area of 3,300 square feet, this was one of the few Sainsbury’s stores suitable for conversion to self-service. Post-war building controls were strict and the store was refurbished under one of 100 licenses granted by the Ministry of Food to companies who were prepared to experiment with self-service retailing.

9-11 London Road remained open to customers during the re-fit while a range of modern features were installed which would eventually become standard in all stores. The refurbished store opened on 26th June 1950. After years of shortages and queuing, customers welcomed the ability to make their own choice from a larger range of goods.

Assistants were employed to help older customers adapt to the new style of shopping, but there were still a few who were less than impressed.  One Croydon customer who was offered a wire basket by Alan Sainsbury threw it back at him in contempt!