Sales soar after Shopper First refit



Located in a residential area in the market town of Huntingdon, Sagar Patel is a second generation retailer, having taken over the family business from his parents seven years ago.

The 1,500 sq. ft. Costcutter shop, which has been owned and run by the Patel family for over 30 years, has recently undergone a £100k+ refurbishment as part of Costcutter’s brand transformation programme, to refresh the store and improve the shopper experience.

As part of the refit, there was a large emphasis on improving the range of chilled food on offer. Chilled cabinets were increased by 40% and an extended range was added. This features a wider variety of meat and poultry as well as bagged ‘meal for tonight’ Indian ready meals and ethnic chilled food, including Eastern European cuisine, to cater for demand from the local community. 

With an industrial estate and school nearby, Sagar was keen to drive more sales through mealtime missions. Therefore, the store’s food to go offer has been transformed, including the introduction of hot pies, pasties and fresh doughnuts. An array of Independent sandwiches have also been added, proving instantly popular, with 120 sandwich meal deals sold per week. In addition, the store has installed a new Costa Coffee machine, as well as a slush drinks machine and self-serve Rollover hotdogs.

The store’s BWS offer was increased by 30%, including a 30% increase in chilled shelving. What was previously a small cabinet now boasts seven metres of chilled shelving. In response to demand, Sagar has also introduced a much wider range of ales, including ethnic beers and lagers which now take up over a metre of chilled shelving.

As a long established local convenience store, Sagar’s team prides itself on its customer service levels and listening to their customers to ensure they are meeting local needs. Through this regular feedback, the refit also saw Sagar introduce new lines including locally sourced meat, flowers and bakery products, as well as a comprehensive gluten-free range. Fresh was also increased by half with more fresh fruit and vegetables, including loose products - before the refit all products were prepacked. To make the store a welcoming shopping environment, the store layout was also redesigned to create a less cluttered shopping experience with more space in-store for shoppers.

With Costcutter’s Shopper First programme recognising that the Huntingdon shoppers were predominantly “Striving Shoppers” and “Busy Impulsers”, it was clear that food-to-go and convenience meal time solutions were a key area to focus on. Since reopening in August 2017, the changes to the range and store layout have already resulted in a 20% uplift in sales and positive shopper feedback.