Britain's most advanced shop opened its doors yesterday - on a future apparently designed to sideline shopping.

In place of the traditional chore, customers at the pilot project in Cheshire are ushered to a chill-out room or an interactive kids' zone.

"We're in one of the most competitive markets in the world," said Greg Dawson of Sainsbury's, which has a string of innovations on trial at the store.

As cars turn off the A6 at Hazel Grove, staff with "space" signs dodge about finding empty bays, while computers signal the arrival of disabled or parent-and-toddler shoppers.

Duly computer-bleeped, customer ambassador Lisa Coe nipped out to offer a newly arrived disabled person a wheelchair, umbrella or £5 personal shopping service - customers hand over their list, and keep in touch via mobile phone with a staff member who trawls the aisles on their behalf.

"The ideas have mostly come from customers in focus groups," said Mr Dawson. "We asked them to describe their ideal supermarket and they really went for it."

Concepts made real include Britain's biggest vending machine, serving 150 lines when the store is closed. Quick-shop parking spaces allow hurrying customers to stop right outside the store, with a 20 minute electronic countdown ending in flashing red "embarrassment lights".

Retired builder Len Steward, enjoying his first official "chill" in 80 years, settled back in an armchair opposite the internet café to watch TV reruns of Denmark drawing with Senegal. While he tried the gizmos, his wife, Muriel, was busy, as ever since their young-married, corner-grocery days, doing the actual shopping.