Bal Aulakh’s new Select & Save store in Shirley, Birmingham, opened last month and is described as the symbol group’s latest flagship outlet with several new concepts on display. C-Store went along to check it out
Fresh flowers greet shoppers at the entrance to the store to create a good first impression and encourage them to browse the fresh & chilled lines.
A huge choice of magazines is displayed in the first aisle, and shoppers have to walk past the entire range to get to the newspaper section.
Significant investment has gone into chilled food, highlighted by new grey shelf strips. Bal has opted for keen prices rather than meal deals, and ready meals are already selling well.
One of the key features of the store is the off licence ‘shop within a shop’ with distinct flooring and lighting, and a wide range of licensed products and offers.
An ice and ice cream freezer is located in the off licence department, which also has fixtures dedicated to case deals and ‘big night in’ snack products.
A post office was trading from the 2,500 sq ft site even when there was no grocery store in operation, so space was found in the corner of the shop for a dedicated counter.
Aisle ends have shorter side pieces to improve visibility of the array of promotions available. Bal’s store features Nisa-negotiated deals, Select & Save specials plus a number of bespoke local offers.
Fresh fruit and veg is expected to be a strong seller, and the department occupies a prime position at the end of the first aisle.
Sainsbury’s and Tesco outlets are located nearby, and a new Asda is on the way, so Bal is keen to emphasise high street-style good value pricing.
Customer feedback has been “superb” says Bal, and the store’s turnover has reached £20,000 within five weeks of opening.