Winner: Tesco Extra Trowbridge
Store manager: Richard Bayliffe
Opened: 1993
Size: 73,000 sq ft
Market share: 37.7%
Nearest rivals: Asda - 0.4 miles, Sainsbury’s - 0.6 miles, Morrisons - 4.0 miles
Store data source: Analysis by CACI. Call the market planning group on 020 7602 6000

This is the second spell you’ve had at the store. How has it changed? I was here when it was converted to an Extra and then went off to manage other stores. One of the biggest changes is us working so much better with contractors to avoid disruption when store improvements are carried out.

What’s your biggest challenge? Keeping pace with the change in customer shopping habits brought about by technology. Customers are coming in now with their smartphones checking out prices online. We’ve now also got a click & collect service in the store.

What’s been the biggest success of late? The impact of the Tesco Price Promise. It has gone down very well with customers and it’s very competitive here. We have Sainsbury’s, Asda, and a new Morrisons opening soon.

Any other new things coming up? We’re about to launch the scan-as-you-shop service, which hopefully will give shoppers more choice.

Our mystery shopper said the helpful service of the staff stood out. What have you done to improve service? The service here has always been good but we’ve been able to get about 250 extra staffing hours a week on fresh food, which has helped. The team has worked really hard to get good results in service.

What are you doing to work with local producers? We are planning to hold a series of food and drink fairs in our car park in the summer. It’s a way of working with the very good local producers of food and beer we have here. Some of them are bringing their shire horses.

And the sun has come out just in time. What difference has it made to trade? Everyone is just so pleased to have some sunshine and get outdoors. The bad weather has kept us on the back foot but now we’ll be looking to ramp up the sales of lines like barbecue food with lots of promotions based on the outdoor lifestyle. It makes a nice change from all the snow we’ve had in this area.

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