Threshers+food boss Paul Kimberley claimed his new convenience stores had achieved significant growth in sales and footfall as the first stage of the conversion programme came to a close.
Last week, store number 90 was opened in the 11-month programme to develop a convenience format aimed at young professionals.
And in the past three weeks, 10 of these stores have been piloting a new concept in wine selling, with encouraging signs of success, said Kimberley.
He explained: “We are selling wine by taste, rather than country. When we talked to customers, they wanted the gamble taken out of wine buying and said that taste was the most important factor.”
The new format for Threshers+food places wines from around the world together under six banners, such as ‘big bold’ and ‘smooth velvety’ reds, and ‘crisp fresh’ and ‘soft fruity’ whites. To increase sales potential, Kimberley said the different wine tastes were cross-referenced on the shelf-edge labelling of each ready meal in the Leapingsalmon range, which was relaunched and expanded a month ago.
“It’s a great selling tool,” said Kimberley. “We are not moving away from being an alcoholic drinks retailer, but are combining drinking occasions with high-quality prepared meals and snacks.”
He added: “We have had no negative feedback from customers and are extremely encouraged by the results. We are achieving high single-digit growth, our footfall is up 10% and the average transaction value has increased.”
Kimberley said that the conversion programme would continue in the new year, with plans to open 200 Threshers+food stores, including the first outside London, by the first half of 2005.
Last week, store number 90 was opened in the 11-month programme to develop a convenience format aimed at young professionals.
And in the past three weeks, 10 of these stores have been piloting a new concept in wine selling, with encouraging signs of success, said Kimberley.
He explained: “We are selling wine by taste, rather than country. When we talked to customers, they wanted the gamble taken out of wine buying and said that taste was the most important factor.”
The new format for Threshers+food places wines from around the world together under six banners, such as ‘big bold’ and ‘smooth velvety’ reds, and ‘crisp fresh’ and ‘soft fruity’ whites. To increase sales potential, Kimberley said the different wine tastes were cross-referenced on the shelf-edge labelling of each ready meal in the Leapingsalmon range, which was relaunched and expanded a month ago.
“It’s a great selling tool,” said Kimberley. “We are not moving away from being an alcoholic drinks retailer, but are combining drinking occasions with high-quality prepared meals and snacks.”
He added: “We have had no negative feedback from customers and are extremely encouraged by the results. We are achieving high single-digit growth, our footfall is up 10% and the average transaction value has increased.”
Kimberley said that the conversion programme would continue in the new year, with plans to open 200 Threshers+food stores, including the first outside London, by the first half of 2005.
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