The Co-operative has completed its largest and quickest roll out of point of sale (POS) communications material after replacing its ‘great deal locally’ campaign with new proposition ‘Big Deals’.
Some 2,656 stores across the UK were refitted with the new material in the space of just 17 nights in January - an average of 156 stores each night.
Several different groups, including equipment supplier Kleerex Retail Services, printing company Screenprint Productions and marketing services provider APS Group, were involved in the communications switchover.
The new promotional material has been introduced prior to Gill Barr joining the retailer as its new Group Marketing Director at the end of this month.
Sean Toal, Commercial Director for The Co-operative Food, commented: “In the current economic climate, it was necessary for our POS and in-store communications to shout a stronger value message.
“The Big Deals material was developed following the integration of The Co-operative Group and Somerfield estates, using a ‘best of the best’ approach to create a suite of components that highlight our new enhanced value proposition.”
Co-op’s full integration of the Somerfield stores it acquired in 2009 is expected to be completed this spring.
Food sales at the company fell 3.2 per cent year-on-year in the 13 weeks to January 1st, but a multimillion pound advertising campaign encouraging consumers to shop more conveniently has been rolled out this month, aiming to boost sales in the year ahead.