Getting it right for locals


Cockshut Hill, Sheldon

Situated in a busy residential area just a mile off the A45 into Birmingham, Costcutter Sheldon Store has undergone a major transformation.  Now a 2,000 sq. ft. store with a full range of convenience products and services including chilled and fresh produce, an extended beer, wine and spirits offer, a new food-to-go section. Developed on a former Victoria Wines off-licence site, it has become a full-service mini supermarket for its shopper base.

Owned and run by Rekha Godhania for more than nine years, the new-look store has had an incredibly positive response from existing and new customers, with increased demand resulting in three new jobs, with staff employed from the local area and plans for further recruitment. Previously regarded primarily for its BWS expertise, Costcutter Sheldon is now seen as a shopper’s solution for a host of missions throughout the day.

Costcutter's Shopper First programme identified "younger tonighters" as a key shopper persona for Rekha, which drove a clear focus on food-to-go for the refurbished store. Right next door to a High School, but also serving local car manufacturers with shift workers looking for meal and snack solutions throughout the day, the store also caters for a dynamic "busy impulsers" shopper market.

The results have exceeded all Rekha's expectations with 100% uplift in basket spend since the store relaunch and shopper feedback indicating that they now see the Costcutter store as the answer to all their convenience grocery needs. Existing customers were surprised and delighted to be able to get their morning coffee and a snack when they called in for their usual shop and new customers said the local community grapevine was buzzing with compliments about the new, expanded store.