The next phase of Costcutter’s Shopper First programme was unveiled this week at the symbol group’s Expo in Harrogate.
Launched in 2017, Shopper First provides Costcutter retailers with shopper insights and data to help tailor every aspect of the store – from range and missions to marketing and in-store execution. The group claims that this enables retailers to grow their sales and profits by attracting new shoppers into their stores.
Costcutter has now made additional investment into the programme to expand and broaden the shopper insights.
Focusing on five core pillars of activity, Shopper First: Drive Five to Thrive, aims to provide retailers with the following benefits:
- Broader and deeper shopper insights using an expanded range of data providers – CACI, HIM and Nielsen. This includes information on local competitors, the right value offering for their trading zone and opportunities for a highly transient catchment area.
- Advice on how to create the right brand engagement with local shoppers based on the type of shoppers within their trading zone. Supporting activity will include centralised brand and marketing campaigns, localised print, digital, and social media marketing support and tools that enable our retailers to position and drive the sale of Co-op own brand.
- Detailed space guidance to maximise profit within the store, including planograms, guidance on how to develop the store and how to focus on the right missions for local shoppers.
- ‘Always on’ category and range advice for the store which will be updated through the year.
- Advice on store execution through point of sale, technology and staff training
Costcutter stated that retailers will receive their new, updated shopper dashboards containing the specific information about shoppers in their trading zone over the coming weeks. These dashboards will be supplemented by ongoing advice throughout the year that relates directly to their specific shoppers.
Later this year, a change programme will be introduced that will provide the opportunity for Costcutter retailers to undertake a store transformation project based around the shopper insights.
Costcutter’s Marketing Director, Sean Russell, said: “Shopper First: Drive Five to Thrive is at the heart of our mission to help independent retailers thrive. In today’s competitive trading environment, that’s about understanding the market and responding to shoppers’ shifting expectations.
“We have already proved that Shopper First empowers our retailers to drive growth for their stores but we felt there was more we could do so that all of our retailers are maximising their opportunities for generating incremental sales and profit. That’s why we have made a considerable additional investment in the programme so that our retailers can accelerate their business growth.”
NAM Implications:
- At face value, a no brainer.
- The ultimate in store-based profitability…
- Driven by owner-managers.
