Best-one is changing back to its traditional blue fascia to “reinforce recognition and loyalty”.
The Bestway-owned symbol group had previously rolled out a grey fascia in 2017, but has now found shoppers felt blue “stood out more on the high street” and had a “stronger recall to customers”.
“It’s not that the previous fascia colour didn’t work,” said Bestway retail director Mike Hollis. “It’s about ensuring we reflect our shoppers’ loyalty.
“In this case, shoppers resonate more strongly with the blue which had been the iconic colour palette of Best-one for many years.”
Following trials with the new blue look, all new stores that joined the group as of last year have opened with the updated fascia.
Hollis said there was currently no end date for the rollout to complete across its existing estate, but has begun upgrading stores with the new Best-one banner, while they underwent refurbs, refits, or modernisation.
“Over time, we will change all our Best-one stores to the blue fascia,” said Hollis. “It’s not all going to happen immediately, but the aim is to change all of them, as and when the opportunity presents itself while working closely with our retailers.”
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