Booker has edged closer to its goal of making Premier a £1bn business by undergoing a brand refresh and creating a new online forum for retailers.

Key learnings taken from the launch of Premier’s value-driven forecourt concept in October 2012 is driving the refresh programme across the wider Premier estate, head of Premier Martin Swadling told Convenience Store. The first c-store to receive the refresh was The Woodman c-store in Halesowen, West Midlands.

The new look was trialled first at Tariq Iqbal’s Premier forecourt store in Birmingham, where sales are now 60% higher than before the refresh.

The purple ‘lozenge’ of the exterior has been scrapped in favour of clean lines and a greater emphasis on location and opening hours, while inside glossy ivory hues will replace the former bright yellow.

Stores will also feature a strong promotional focus thanks to Mega Deals, 2 for £1 promotions on own-label bagged sweets, crisps and nuts, as well as daily meal deals for breakfast, lunch and dinner.

Premier retailers will also be able to access greater support and advice via a new dedicated online forum. “The forum allows retailers to have a three-way discussion with other Premier retailers, key suppliers and, of course, Booker,” Swadling explained.

One of the most exciting features will be a series of new educational videos filmed in Premier stores across the country, he added. “Retailers love to learn from their peers, but time restraints mean that they are restricted to local stores. These videos will enable them to learn from retailers across the country.

“All in all, we are confident that our new look, focus on value and this new online communication tool sets us up for our aspiration to become a £1bn business.”