Costcutter Supermarkets Group today announced the launch of its Shopper First Programme, a brand transformation programme to drive retailer sales growth.
Launched at Costcutter Supermarket Group’s annual Conference and Expo, the Shopper First Programme includes:
- A new Costcutter brand designed to connect with shoppers, stand out from the crowd, and make Costcutter retailers more relevant to the lives their shoppers live.
- A new in-store design for Costcutter stores, delivered in a unique, fully flexible modular approach that allows retailers to invest at a pace that suits their individual needs.
- Complete offers so that retailers can fully deliver their shoppers’ priority missions – Top Up, For Tonight, Treat and, as unveiled at the Conference, a completely new Food To Go offer.
To create the Shopper First Programme, Costcutter Supermarkets Group has undertaken the most in-depth study of our shoppers in our 30-year history, drilling down to an individual store level. In a first for the Symbol Group sector, each and every retailer in the Group now has access to detailed shopper profile information that means they can develop their store to best meet the needs of their shoppers.
Costcutter Supermarkets Group Customer Director, Jenny Wilson, said: “The key to unlocking sales growth is to drive footfall. By putting the needs of our shoppers first, we are providing our retailers with the ability to respond to changing shopper expectations and buying habits. Delivered through an innovative unique brand and retail offer, our retailers can now engage shoppers with a truly distinctive proposition. This is why we believe this is the most important announcement in our 30-year history.”
The Costcutter brand has been transformed with a new look and engaging strapline: ‘Shop the way You Live’. The brand encapsulates the spontaneous spirit of modern life, connecting with shoppers to create real-life emotional appeal. It brings to life the Costcutter mission to create a first-rate shopper experience, acting as an enabler, not a rescuer.
This is reflected in new marketing and advertising which connects with shoppers’ lifestyles through stunningly shot and beautifully evocative imagery that reflects those precious, spontaneous, moments in life. A new style of advert allows great promotions to sit alongside lifestyle advertising as well as a new look leaflet designed to drive footfall and standout Point of Sale.
The new Costcutter store design is a step change in convenience retailing. Retailers can now choose from a selection of stunning exteriors with open windows that appeal to shoppers’ desire to be able to see into a store. Inside, the stores will feature a new vertical landscape with low level units to create a clear line of site and new natural materials and textures that Costcutter will become synonymous for – galvanised steel, cork, stained wood, green chalk board. Other features include sprayed ceilings, lifted where possible, drop lighting and clever tilt boxes. Every aspect of the new store design is modular, allowing retailers to invest at their own pace.
Costcutter Supermarkets Group commissioned Heavenly, renowned branding and ideas agency, to develop the new energising brand proposition, narrative, and look and feel. Heavenly, with offices in London, New York and Cardiff, specialises in making the complex simple, in creating frictionless ideas that travel faster and further, ideas that make a difference and drive change.
Pilot stores go live from December with all Costcutter marketing switching to the new brand from late November. The store-specific shopper profile insights and the new Food To Go offer are available immediately for all Costcutter, Mace, kwiksave, Supershop and Simply Fresh retailers.