Format development and retail change: supermarket retailing and the London Co-operative Society

Abstract

This article argues that students of retail history need to give more attention to the idea of the retail format. Employing a conceptualisation of the format recently presented in contemporary retail studies, it reveals the importance of so-called ‘offering’ and ‘know-how’ components to a fuller understanding of the development of the supermarket format in post-war Britain. Supermarket development is shown to be affected by, and itself impact on, a complex interplay of factors. Arguments presented in the article are supported by a detailed examination of supermarket development at the London Co-operative Society between 1960 and 1965. The paper thus also contributes to our knowledge of the history of co-operative retailing in the post-war period.

Keywords:

• supermarket
• self-service retailing
• retail format
• co-operative societies
• retail change

Acknowledgements

I would like to thank Stefan Dickers, Archivist at the Bishopsgate Institute, and his colleagues for the assistance given in accessing materials from the LCS archive. I would also like to acknowledge James Bell, School of Management, University of Surrey for bringing to my attention some of the published literature on the co-operative movement discussed in this article. The usual disclaimers apply.

Notes

1. As Crossick and Jaumain (1999) argue in another context, such a search would be mistaken.

2. For a discussion of the stages in the evolution of the supermarket format in the US see Goldman (1975/76).

3. For studies focusing on aspects of retail change see Alexander, Shaw, & Curth, 2005; Shaw, Curth, & Alexander, 2004; Shaw & Alexander, 2008; For studies concerned with the implications for consumer practices see Alexander, Phillips, & Shaw, 2007; Bowlby, 1997, 2000; Du Gay, 2004; Humphery, 1998; Usherwood, 2000.

4. LCS Archive (hereafter LCSA): 132, LCS Chief Officer and Secretary's Reports (March–August 1961) 28 March 1961, Letter from Co-operative Union Ltd.

5. The elections for control of the LCS in the early 1960s are among the bitterest in co-op history. The detail of the various political machinations behind these elections and their aftermath are relevant here only in so far as they offer insight into the management of the retail food trades.

6. Stonehouse was Labour co-operative MP for Wednesbury (1957–1974). He served on the board of the LCS 1956–1962, and as President 1962–1964. Stonehouse was the successful London Co-operative Members’ Organisation (LCMO) candidate for the presidency in the 1962 election, but the majority of the board were drawn from the rival 1960 Campaign Committee.

7. LCSA: 306, No. 2 Sub-Committee reports (September 1960–August 1961), 30 January 1961 ‘The development of the food trades department’.

8. LCSA: 1296, LCS research report (Vol. 1), November 1962.

9. LCSA: 1295, LCS marketing study and recommendations, November 1962.

10. LCSA: ‘Box A-E’ Publications: LCS always a step ahead, 1960. In addition the society operated more than 350 butcher's shops and fruit and vegetable outlets.

11. LCSA: ‘Box A-E’ Publications: LCS always a step ahead, December 1961.

12. LCSA: P92, Interim Assessment of 1961 Development Programme.

13. LCSA: ‘Box A-E’ Publications: The Giant in Your High Street, 1960 Campaign Committee, no date.

14. Ibid.

15. LCSA: 132, LCS Chief Officer and Secretary's reports (March–August 1961), report of 15 March 1961.

16. Jefferys (1954) considered the co-operative movement to have entered the post-war period in an advantageous position to the multiples as a result of its comparatively larger sized premises and ownership of clusters of adjoining shops. Yet many of these were inadequate for redevelopment to meet the supermarket standards of the middle 1960s.

17. LCSA: 1295, LCS marketing study and recommendations, November 1962.

18. LCSA: 177, LCS No. 2 Sub-Committee reports (September 1961–August 1962), Grocery departmental manager's report 18 June 1962.

19. LCSA: 1217 LCS explanations, reports and statements on the balance sheet (September 1960–January 1975), Chief Accountant's Board report on balance sheet for financial period ended 30 January 1965.

20. LCSA: 1217 LCS explanations, reports and statements on the balance sheet (September 1960–January 1975), Chief Accountant's Board report on balance sheet for year ended January 1966.

21. LCSA: 1295, LCS marketing study and recommendations, November 1962.

22. Ibid.

23. LCSA: 132, LCS Chief Officer and Secretary's reports (September 1962–January 1964), Report of Chief Officer and Secretary's Executive Group, No.11. 14 October 1963.

24. LCSA: 175, No. 2 Sub-Committee reports (January 1964–January 1965), 27 January 1964.

25. LCSA: 1217 LCS explanations, reports and statements on the balance sheet (September 1960–January 1975), Chief Accountant's Board report on balance sheet for year ended January 1966.

26. LCSA: 1297, LCS research report (Vol. 2), November 1962. An earlier 1950 survey of co-operative shoppers had shown ‘political’ motives influenced only a very small proportion in their choice of store. Co-operative News, 1950, cited in Fulop, 1964.

27. LCSA: 1297, LCS research report (Vol. 2), November 1962.

28. LCSA: P318 LCS press cuttings 18 February 1963 to 5 June 1963, Report No. 4063 Transmitted on BBC Panorama, 29 April 1963.

29. LCSA: 1297, LCS research report (Vol. 2), November 1962.

30. LCSA: 131, LCS Chief Officer and Secretary's reports (September 1960–1 March 1961), Letter from CWS, 12 January 1961.

31. See for example LCSA: LCS No. 2 Sub-Committee reports (February 1965–July 1965), Report No. 1, 1 February 1965.

32. The LCS defined a food hall as a selling unit wholly or mainly organised on a self-service basis achieving average weekly sales in excess of £3000 and including two or more of the following main food trades in each of which average weekly sales in excess of £300 are achieved: grocery and provisions, including sweets and tobacco; butchery; fruit and vegetables; bread and flour; confectionary. LCSA132: LCS Chief Officer and Secretary's reports (March 1961–August 1961). Report of 28 July 1961.

33. LCSA: 177, No. 2 Sub-Committee reports (September 1961 to August 1962) Memo from Food Trades Manager's Office 19 March 1962.

34. LCSA: 132, LCS Chief Officer and Secretary's reports (March 1961–August 1961), 5 July 1961, ‘Report on Danish Visit’.

35. LCSA: 302, LSC Committee of Management Minutes (‘24’) (January 1963–August 1964), Minutes of Special Meeting of Committee of Management 26/27 January 1963.

36. LCSA: 395, No. 2 Sub-Committee reports (September 1960–August 1961), report 30 January 1961.

37. LCSA: 1296, LCS research report (Volume 2), November 1962.

38. Ibid.

39. The LCS also met USDAW's call for the introduction of a five-day, 40-hour week for shop workers, matching the position of a few of the multiples. Times, 16 July 1962.

40. For details see LCSA 177: No 2 Sub-Committee reports (September 1961–August 1962), report 23 July 1962. Also, LCSA 187: No. 2 Sub-Committee reports (September 1962–January 1964), report 29 October 1962.

41. LCSA: 302, LSC Committee of Management minutes (‘24’) (January 1963–August 1964) Minutes of special meeting of Committee of Management 26/27 January 1963. It was completely rescinded in 1964.

42. For a commentary on this see Ostergaard and Halsey (1965).

43. LCSA: 1217 LCS explanations, reports and statements on the balance sheet (September 1960–January 1975), LCS Chief Accountant's Board report and balance sheet for financial period ended 25 January 1964.

44. These were reported price reductions against manufacturers’ list prices, not savings compared to rival retailers.

45. LCSA 187: No. 2 Sub-Committee reports (September 1962–January 1964), report 21 October 1963.

46. LCSA 187: No. 2 Sub-Committee reports (September 1962–January 1964) special report on grocery department, 6 May 1963.

47. Ibid.

48. For a wider discussion of this see Merchandising Vision (British Cellophane Ltd.), 6(5), 1961; 8(5), 1963; 11(1), 1966.

49. LCSA: 1295, LCS marketing study and recommendations, November 1962.

50. LCSA: 130, LCS Chief Officer and Secretary's reports (September 1961–August 1962), report 16 May 1962. LCSA: 301, LCS Committee of Management minutes (‘23’) (August 1961–January 1963), Minutes of meeting of Committee of Management, 30 May 1962.

51. For a discussion in relation to co-operative employees see Du Gay (2004).

52. LCSA: 87, LCS Chief Officer and Secretary's reports (January 1964–January 1965), report submitted by Chief Officer and Secretary to Management Committee, 13 May 1964.

53. For a response from Stonehouse see Daily Telegraph, 29 April 1963.

54. LCSA 187: No. 2 Sub-Committee reports (September 1962–January 1964), report from 23 September 1963.

55. LCSA: 1217 LCS explanations, reports and statements on the balance sheet (September 1960–January 1975), LCS Chief Accountant's Board report and balance sheet for financial period ended 27 January 1968.