Case study

Lincolnshire Co-op significantly increases sales and reduces food waste with Retail Insight’s WasteInsight solution

Domestic retailer gains total control over its food waste management 

Lincolnshire Co-op has over 220 outlets with its principal trading activity being its food stores, funeral homes, florist and crematorium, travel agencies, post offices, and pharmacies.

The Society is owned by over 290,000 members who hold Lincolnshire Co-op dividend cards, equal to approximately one quarter of the population of Greater Lincolnshire. The society also owns Gadsby's bakery which is based in Southwell, Nottinghamshire.

Retail Insight Solution


Increase in product sell-through year-on-year


Reduction in giveaway and binned product


Challenges and goals

Sustainability and reducing food waste is a key focus for Lincolnshire Co-op and they work closely with Retail Insight to achieve this goal. The dynamic WasteInsight algorithm is used across all stores to drive food waste down and ensure clear processes across stores.

“Fresh produce presents many unique challenges compared to other parts of the grocery business," says Kieran O'Brien, Client Director at Retail Insight. "Shorter shelf life, seasonality, price elasticity, along with the diverse and complex growing seasons highlight the need for retailers like Lincolnshire Co-op to adopt food waste reduction software that tackles waste at all points in the store.”

Partnership and solution

Since 2021, Retail Insight and Lincolnshire Co-op have worked together to waste less and sell more using the dynamic pricing software. The platform uses a variety of factors to achieve the optimal price for each product, in every store, to ultimately drive performance and reduce waste.

"WasteInsight is driven by cognitive technology and gives our team the benefit of a leading-edge system, combining machine learning with advanced analytics," says Craig Adamson, General Manager at Lincolnshire Co-op. "The platform enables us to deliver significant waste savings, which is important to us as we want to look after our local environment. It also helps us provide value to our customers and maximize our sales."


Through the partnership with Retail Insight and the adoption of the WasteInsight platform, Lincolnshire Co-op has recorded significant results across 2021:

  • Product sell-through has increased by 2.6% versus the previous year
  • Product giveaways and waste has reduced by 1.61% versus the previous year

Additionally, a labor-saving of 30 minutes per store, per day, has been realized, and a new compliance report now highlights products going straight to waste with no reduction.

"Our store teams have found the system really easy to use," adds Craig Adamson, General Manager at Lincolnshire Co-op, "and we have found the Retail Insight team both highly responsive and great to work with."


Lincolnshire Co-op recognise a labor-saving of over 30 minutes per store, per day.

A new compliance report highlights products going straight to waste with no reduction.

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