The Co-operative Group is trialling dedicated concessions to sell more electrical goods in its larger stores.

The society introduced the concessions for its online electrical offer The Co-operative Electrical in three stores in Bridgend, Bristol and Hove.

The concessions display white goods from top global brands such as Sony, Bosch, Dyson and Panasonic, including washing machines, audio, video and personal care items. ‘Pods’ are also available, which customers can use to view an electronic catalogue of more than 2,000 products from The Co-operative Electrical’s range.

Larger products are available for delivery within 48 hours and dedicated trained advisers have also been appointed to help customers with selection.

The pilots were launched to exploit The Co-operative Electrical’s potential in a food environment, said Sean Toal, commercial director for The Co-op Group’s food division. “Excellent prices and exceptional customer service are our key priorities in ensuring the electrical pilots will be a success, and complement and enhance the food shopping,” he said.

If the pilot is successful there is the potential to roll out the offer on a much larger scale, added James Holland, MD of The Co-operative Electrical. “The Co-operative has many years’ experience of trading in electrical goods, and has an infrastructure in place to manage a large electrical business,” he said.

It is not the first time the society has trialled concessions in its stores to raise awareness of its portfolio of businesses, which cover funeral care, pharmacy, travel and legal services. Two years ago The Grocer revealed the society was trialling banking at a handful of stores as part of a link up with The Co-operative Bank. It is now rolling out banking concessions to 250 larger stores.

A number of independent societies in the co-op movement already sell white goods in their food stores, including Midlands Co-op, which launched non-food into its new eco-store in Oakham this year.

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