The results of instore merchandising experiments on beer and confectionery have provided Bells Stores with inspiration for its planned revamp. The north east England chain is spending £6.8m over three years on expanding store numbers and refurbishing the existing estate (The Grocer, June 15, p5). The design of interior signage for that revamp will now incorporate elements from an experiment at the Guisborough, Cleveland, branch in conjunction with Coors. Md Richard Collins said in-store work with Cadbury had also led to some positive ideas that might be extended to the chilled, frozen and fresh bakery sections. Collins said: "We want to bring some colour in and give some eat you' or drink you' thoughts for consumers when they're shopping." Bells is now talking about its plans to Oakley Young, the company that produced the Coors display materials. Collins added: "We don't want to do anything fancy. It's just about having high quality graphic images to bring products to life instore. It's a more scientific and professional approach." Linda O'Brien, Coors category marketing controller, said: "This is a very innovative retailer always prepared to try out new ideas." l See Drinks, p41 {{NEWS }}

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