Costcutter Supermarkets Group has today opened its first pilot store as part of the rollout of its Shopper First programme, the company’s sector defining brand transformation initiative to drive retailer sales growth.
Having carried out the most in-depth study of shoppers in Costcutter Supermarkets Group’s 30-year history, the Shopper First programme brings together new brand and store design, store-level shopper insights and sales driving range initiatives. These have been applied for the first time within the pilot store.
Located in the South Yorkshire village of Darfield, the 2800 sq.ft new build store is owned by long-standing Costcutter retailers Ron and Yvonne Ford and is the first store to feature the new Costcutter brand look and strapline: ‘Shop the way You Live’. Further pilot stores will be opened by the end of March.
Commenting on the new store, Costcutter Supermarkets Group Customer Director, Jenny Wilson, said: “Unveiling the Shopper First programme was the most important announcement in our 30-year history and opening the first pilot store just three months later is a significant milestone. The all-new Costcutter brand and store design has been created to connect with shoppers, stand out from the crowd and transform the in-store experience and this new Costcutter store marks a step change in convenience retailing.”
As part of the Shopper First programme all Costcutter, Mace and Simply Fresh retailers have been provided with detailed shopper profile information for their stores, including details of five core shopper personas. This enables them to better understand their neighbourhood and use this information to develop a truly local offer to bring new shoppers into their store, all of which has been applied within this pilot store. This approach is supported by a range of over 9,000 lines, 300 direct to store and local specialist suppliers and an award winning Independent own brand.
Ron Ford, owner of the new Costcutter store in Darfield, said: “The new Costcutter brand is a really attractive and exciting proposition that will transform our ability to connect with shoppers and drive footfall into our store. As a new build store, the shopper insights have been crucial and I am confident that we have created a store that will engage with the local community and deliver their everyday shopping needs.”
Ron and Yvonne own four Costcutter stores in the Barnsley area and recently signed a new five year contract with Costcutter Supermarkets Group for all of their stores.