Costcutter Supermarkets Group has unveiled its first brand redesign in more than 20 years, which will see all Costcutter stores in the estate upgraded to a new fascia.

The new-look store forms part of the company’s Shopper First Programme, which is launching to help retailers drive more footfall in store.

It will ramp up each stores’ focus on fresh and chilled and beers, wines and spirits, and introduce a new food to go offer. Retailers can choose from a selection of exterior and interior designs to suit their location and customers.

The first store will launch on December 10, with six pilot stores following over the coming months. It will roll out to the entire estate over the next two-to-three years, with retailers choosing how quickly they take on the new fascia and in-store design based on their investment levels.

By putting the needs of our shoppers first, we are providing our retailers with the ability to respond to changing shopper expectations and buying habits

Following an in-depth study of its shoppers, Costcutter Supermarkets Group is also sending out detailed shopper profile information, tailored to each store in the estate, including Costcutter, Mace, Kwiksave, Supershop and Simply Fresh retailers.

The information will help retailers better understand the shoppers in their local area and advise on how they can change their range to drive sales. “Convenience is no longer just about location; it’s about fitting in with shoppers’ lives,” said Sarah Day, head of marketing – retail at CSG.

A new ad campaign and PoS will back the new brand. CSG customer director Jenny Wilson, said: “The key to unlocking sales growth is to drive footfall. By putting the needs of our shoppers first, we are providing our retailers with the ability to respond to changing shopper expectations and buying habits.”

Wilson added that the Shopper First programme was expected to drive new retailers to the fascia. “We’re helping to grow retailers’ sales, so we’re clearly expecting it to be a recruitment tool,” she said.

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