When a retail portfolio includes similar brands, how can they be managed in a way that means they complement rather than compete with each other?
That’s a question that Bestway is currently tackling with its roster, which includes both Best-one and Costcutter convenience stores.
“We have made excellent progress and delivered fantastic results with our development of the Costcutter brand and we’re looking forward to using these same principles as our guide to advance the Best-one offer for our retailers,” says Ben Campbell, Bestway Retail’s head of marketing for convenience.
“We know our audience profiles are different and we can use the powerful insights at our disposal, alongside the exclusive shopper personas we have developed, to create messaging that resonates best with each group.”
That audience profiling has found that Best-one shoppers are younger and much more likely to engage with social media and online games, so the development of social media is a key focus, with increasing levels of activity and new channels. And all Best-one retailers are provided with social media assets to use throughout promotional periods to drive footfall and attract shoppers with key deals.
A new, centrally managed tool is also improving SEO performance on more than 50 search engines (not just Google), offering customers of all ages all they need to know, from opening hours to contact details and images of the latest available offers. And there are also as-yet-unannounced plans afoot to further improve the Best-one digital offer.
Ultimately, of course, it will be the quality of the in-store experience that will be decisive, so Bestway supports its independent retailers to provide a wide range of products suited to the needs of their community. Each store is a local one-stop shop for breakfast, lunch, and dinner, with food-to-go counters, serve-over meal counters and premium coffee stations.
The stores feature fresh and inviting designs, easy-to-access layouts, and convenient opening hours, with many offering services such as bakeries, chilled/dairy goods, fresh produce, news, magazines and ATMs.
And in these times of stretched budgets, Best-one also offers an extensive range of high-quality own-label products – including the soft drinks, alcohol, confectionery, household, baby care and frozen categories – to offer shoppers great quality products at attractive prices.
“This is an incredibly exciting time to be a Best-one retailer,” says Ben Campbell. “We are really excited with the opportunity presented with the Best-one offer to build the brand and grow sales and profits for our retailers.”