The Spend and Save loyalty scheme and new depot layouts are two recent Booker initiatives
Booker is undergoing a period of rapid change as it bids to upgrade its service to customers, and marketing director Mark Collier see its Spend and Save loyalty scheme as one of the most important initiatives.
Launched in late March, the scheme works by giving money-back vouchers on purchases of both tobacco and non-tobacco products separately.
There is a rising scale of discounts triggered once a £2,000 spend over a four-week period in either category is reached.
Collier says: "We looked for a robust discount structure that was transparent, consistent and fair to all, after extensive research to provide a deeper understanding of customers' individual requirements.
"This research enabled us to tailor our proposition to meet the needs of our customers."
There has been high take-up by customers, according to Collier. "It's positioned to help customers take the lead on prices locally while maintaining their profitability. Customers tell us that discounts help them win."
Already the first payments are being made through the scheme, with some retailers receiving more than £300 in vouchers.
A number of new concepts are also being trialled in refits at a number of depots in order to make them more convenient for customers, and much of Booker's latest thinking is on display at its newest depot in Reading.
Replacing an old depot inherited when Booker bought Nurdin & Peacock, the new 75,000 sq ft building features extensive fresh and frozen offers, and new low level wine fixtures, which display bottles and cases sorted by country.
Collier says: "The refits have been designed with comfort and convenience in mind for instance the new layout makes a branch much easier to navigate and the new fixtures, fittings and systems offer maximum convenience."
>>p22 Depot manager profile
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Booker is undergoing a period of rapid change as it bids to upgrade its service to customers, and marketing director Mark Collier see its Spend and Save loyalty scheme as one of the most important initiatives.
Launched in late March, the scheme works by giving money-back vouchers on purchases of both tobacco and non-tobacco products separately.
There is a rising scale of discounts triggered once a £2,000 spend over a four-week period in either category is reached.
Collier says: "We looked for a robust discount structure that was transparent, consistent and fair to all, after extensive research to provide a deeper understanding of customers' individual requirements.
"This research enabled us to tailor our proposition to meet the needs of our customers."
There has been high take-up by customers, according to Collier. "It's positioned to help customers take the lead on prices locally while maintaining their profitability. Customers tell us that discounts help them win."
Already the first payments are being made through the scheme, with some retailers receiving more than £300 in vouchers.
A number of new concepts are also being trialled in refits at a number of depots in order to make them more convenient for customers, and much of Booker's latest thinking is on display at its newest depot in Reading.
Replacing an old depot inherited when Booker bought Nurdin & Peacock, the new 75,000 sq ft building features extensive fresh and frozen offers, and new low level wine fixtures, which display bottles and cases sorted by country.
Collier says: "The refits have been designed with comfort and convenience in mind for instance the new layout makes a branch much easier to navigate and the new fixtures, fittings and systems offer maximum convenience."
>>p22 Depot manager profile
{{INDEPENDENTS }}
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