Why do you think you were winners this week? We have some really dedicated partners and an established, closeknit team of managers. We work hard to improve customer service and take pride in the presentation of the store - it underwent a refit at the end of last year.
Why was the store refitted and what changes were made? The store needed a facelift - it had been six or seven years since the last major investment. We gave more space over to fresh food, changed the layout, added new fixtures and fittings, built a new café and added some selfservice checkouts.
What were the results of the refit? It’s like moving into a new house - it took some getting used to but we are now properly settled in. The layout is more logical. Customers particularly like the bigger fresh food offer (which is now all grouped together) and the refreshed café. Also, by replacing the old equipment, we were also able to cut our carbon footprint by 47%.
Was it hectic preparing for the extension of Price Brand Match last week? It’s been less hectic than you would imagine. Our prices were closer to Tesco’s prices than they were perceived to be. This is a seminal moment for us - it demonstrates to customers that they can do a full shop at Waitrose.
What did you do in store to promote the change? We had point of sale advertising and at each sale our cashiers gave out leaflets to customers containing a letter from our managing director Mark Price.
And how did consumers react? The reaction has been very strong, very positive. Coming a couple of weeks after our offer of one-third off Essential fruit and vegetables, customers are talking more about our prices and value for money.
How has the recent bad weather affected sales? We haven’t been selling many barbecues! Sales of summer foods like soft fruit, fish and salads are taking a little longer to get going, but they are picking up.
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