Somerfield has selected 40 stores to convert to its new Essentials and Market Fresh formats in the next financial year as it steps up its refurbishment programme.
Sales uplifts from trial stores at Carshalton and Wanstead (Market Fresh), Dunstable and Belvedere (Essentials) had been “well into the double digits” said format director Kieron Mayes.
“We have an extremely diverse store portfolio, ranging from convenience stores to 28,000 sq ft superstores, so one size fits all just doesn’t work. This is in addition to our ongoing refurbishment programme and where we have identified stores that are best fit for the new concepts.”
Essentials is a convenient rather than
convenience store, said Mayes. “This is for residential areas, supporting top-up shopping,” he added.
By contrast, Market Fresh, which has 50% fresh food participation, targets a more transient customer in busy urban locations with an upmarket demographic. There is also an instore bakery, deli, fresh coffee bar, olive oil dispensary and an extended wine section in the stores, which Mayes said were quirky, aspirational and sophisticated.
Separately, three sites have been identified to test a third format for stores of 12,000 sq ft or over. This has been dubbed Progressive internally, but the title will not go over the front door, said Mayes. “Progressive offers the quality and fresh food range of an out of town superstore in a high street location.”
While refurbished stores - a third of the estate - were driving growth at Somerfield, the rest were in positive like-for-like sales territory, Mayes said.
Sales uplifts from trial stores at Carshalton and Wanstead (Market Fresh), Dunstable and Belvedere (Essentials) had been “well into the double digits” said format director Kieron Mayes.
“We have an extremely diverse store portfolio, ranging from convenience stores to 28,000 sq ft superstores, so one size fits all just doesn’t work. This is in addition to our ongoing refurbishment programme and where we have identified stores that are best fit for the new concepts.”
Essentials is a convenient rather than
convenience store, said Mayes. “This is for residential areas, supporting top-up shopping,” he added.
By contrast, Market Fresh, which has 50% fresh food participation, targets a more transient customer in busy urban locations with an upmarket demographic. There is also an instore bakery, deli, fresh coffee bar, olive oil dispensary and an extended wine section in the stores, which Mayes said were quirky, aspirational and sophisticated.
Separately, three sites have been identified to test a third format for stores of 12,000 sq ft or over. This has been dubbed Progressive internally, but the title will not go over the front door, said Mayes. “Progressive offers the quality and fresh food range of an out of town superstore in a high street location.”
While refurbished stores - a third of the estate - were driving growth at Somerfield, the rest were in positive like-for-like sales territory, Mayes said.
No comments yet