Makro is ramping up the pace of the makeover of its 33-store network and is to launch a marketing campaign to increase public awareness of the company. The wholesaler began revamping its stores two years ago with improved fixtures, new signage, extra lines and an increased focus on fresh produce. It revealed last month that every depot would be refitted. Its stores in Birmingham and Glasgow are next on the list and refurbishment should be completed by early November. They will include a number of environmentally-friendly initiatives, such as doors on all freezer cabinets to retain energy and lower-level store lighting to reduce the wattage of lighting strips. "The UK has more sophisticated customers than anywhere else in the world," said Makro UK MD Hannes Floto. "If we don't develop as a company, we will lose out, so this will help us to stay ahead of the game." The stores in Rayleigh, Essex, and Charlton, south east London, which had already been revamped, had been well-received by customers, leading to big sales uplifts, he said. Rayleigh was outperforming the rest of Makro's portfolio by 20% and the group was aiming for a minimum 15% improvement in Birmingham and Glasgow. A further two stores would also be remodelled next year, with all 33 stores expected to be completed within five years. Customer feedback has been a major part of the revamp, said Makro customer manager Kenny Jacobs. The wholesaler's household section in Birmingham and Glasgow would be 30% to 40% bigger than in Rayleigh, as a result of demand. Market research has prompted the company to carry out a campaign to raise awareness over the coming months. As well as making contact with new customers, Makro will send out a "Professional Catering" catalogue to existing customers to highlight its full offer. "Our research has found that although 92% of people know of Makro, only 76% know what we sell," said Jacobs. "We want to raise this awareness and let people know we are strong in food and non-food. Our unique selling point is that we are one of the only wholesalers providing a one-stop shop to fulfil all possible customer needs."

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