The roll out of Costcutter Supermarkets Group’s Shopper First programme is gaining momentum with three more stores completing their transformations.
Costcutter on the Oxmoor Estate in Huntingdon, Cockshut Hill in Sheldon, Birmingham and the company-owned store in Fremington, North Devon, have now completed major refits as part of a national brand transformation programme for Costcutter in the UK.
As well as introducing a fresh new look, each store has utilised insights provide by their Shopper First dashboard in order to tailor their offer so that it appeals to local shopper profiles, driving new shoppers to store and increasing basket spend as a result.
Capitalising on Costcutter’s modular approach to store development, the stores are now enjoying substantial sales growth with, for example, Huntingdon reporting sales increases of over 20% since introducing its new look and ranges.
Company-owned Costcutter Fremington used the Shopper First programme to pinpoint the ‘rock & roll generation’ of active 55 to 64 year olds to grow its customer base and drive sales. The new look store, which is based on a busy main road, has upgraded every element of the store. With its target shopper persona liking to cook exciting dishes with fresh ingredients, the store now boasts an expansive range of fresh fruit and vegetables, an array of gluten-free products and a far wider selection of food-to-go options.
Owned and run by the Patel family for 30 years, the 1,500 sq ft Costcutter in Huntingdon sits in close proximity to both residential and industrial estates and identified those with lower disposable income and time-short families as target core customers. Commenting on the refit, Sagar Patel said: “We’ve redesigned the store to bring people in from dawn ‘til dusk for quick mealtime solutions. Our main focus has been on chilled ‘meal for tonight’ options which really appeal to our local community and our investment in expanding food-to-go is proving particularly popular.”
The refit included increasing the chilled food section by 40%, fresh fruit and vegetables by more than 50%, beer, wine and spirits by 30% and introducing an extensive food-to-go section, complete with Costa Coffee, hot snacks and new in-store bakery.
The latest to open its doors, Costcutter in Sheldon is in a busy residential area and identified young professionals as its key shopper persona with time-tight families a close second. With food-to-go and quick meal solutions a focus, the 2,000 sq ft store has invested in becoming a full-service mini supermarket.
Store owner Rekha Godhania said: “We’ve expanded the range of chilled and fresh produce and extended our beer, wine and spirits offer to create all-important meal solutions, and also introduced a new food-to-go section complete with Tchibo coffee, sandwiches, Roll-over hotdogs and a new in-store bakery. In the month since opening, we’ve seen basket spend increased 100%, with word of mouth continuing to drive new footfall in to store.”
Following the successful five store pilot that ran throughout the first half of the year, these stores are the first part of a brand transformation programme that responds to the needs of today’s shopper. This includes focusing on modern convenience shopping needs such as fresh and chilled food, making it easy to grab what shopper’s need for their evening meal, as well as food-to-go for the busy shopper.