Reintroducing a fascia back onto the high street can be tricky business. Convenience Store travels to Little Lever near Bolton, Greater Manchester, to visit Costcutter’s first Kwiksave and meet retailer Bhav Parekh, who has already seen a significant uplift in sales at the store
As soon as customers enter the store they’re greeted with unmissable promotional displays carrying the new Kwiksave logo. The 2,800sq ft space means that store owner Bhav Parekh can really push promotions and deals.
As part of the £60,000 refit, Bhav changed the direction of the aisles. Shorter aisles that open to the front window now allow more natural light to flood in and mean customers passing by outside can see what’s going on inside.
Not an inch of store space is wasted and even the sides of promotional end display units squeeze in more products. Using this area for lines that can be picked up on impulse helps to increase customer basket spend.
To allow a more comprehensive range, Bhav halved his number of freezers - but still managed to maintain sales in the category. “Having a wider range means people can use Kwiksave for a weekly shop rather than using a multiple,” says Bhav.
The team really focused on the shopper journey when redesigning the store. Customers move from fresh and chilled through to ambient then to treats, before finishing up at the till with what Bhav hopes is a full shopping basket.
As well as offering value for money, chilled impulse is a big focus for the store with “one in three customers buying soft drink from our impulse chiller,” according to Bhav. Staff ensure that it is always well-stocked throughout the day to capitalise on the demand.
In preparation for the grand opening, the team distributed 500 goodie bags locally, containing a £5 voucher that could be used on opening day. “Within 30 minutes of them being delivered we had customers coming down to us!” says Bhav.
Basket spend has risen from £4.76 to £6.28 since the rebranding. The store used to trade at £18,000 a week, but in its first month as a Kwiksave it has averaged £28,600. Not bad for a store with a Tesco a few doors down the road.
The Kwiksave brand is focused on promotions and Bhav ensures this is communicated as often as possible. “We want customers to know Kwiksave is all about saving money.”