The co-creation of a retail Innovation: shoppers and the early supermarket in Britain

In this paper we examine shoppers’ reactions to the development of early supermarket retailing in post-war Britain. Positioning our discussion in relation to multi-disciplinary contributions on the role of consumers in innovation, we argue that more attention needs to be given to the shopper’s input in the debate on retail innovation, including the supermarket. New oral history data drawn from a nationwide survey is presented in support of our arguments. Shoppers’ contributions to the supermarket innovation are shown to be multi-faceted in nature, incorporating processes of co-production and value creation; processes that were altered