Poundland will be advertising its new clothing, homewares and grocery ranges on UK and Ireland TV for the first time.
The discounter’s TV slots, fronted by Irish comedian Alan Devally, which will debut on 15 March and run until mid-April, showcasing “the significant value Poundland is now able to bring shoppers having completely revamped and extended into whole new categories.”
Over the past few years the retailer has brought a sizeable chilled and frozen food offer to hundreds of its stores in a bid to compete with the Big 4 grocers and attract more shoppers.
More recently completely it revamped its clothing and homewares ranges with thousands of new and updated items as part of ‘Project Evo’, the retailer’s makeover programme for stores across the UK & Ireland.
The ‘Project Evo’ transformations will see stores “get a top-to-bottom refresh making them the best and most up to date Poundland or Dealz stores.”
Poundland said the refresh will be the first significant investment in many of these stores for over five years as both customer aisles and colleague areas get a major renovation.
Makeovers have already been completed at 24 stores and contractors are now on site at another in 11 locations across the UK & Ireland so further stores can be relaunched over the next fortnight.
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Each revamped store will offer customers “the most comprehensive ranges that can be accommodated in the location”, including chilled and frozen food, and the latest clothing and homewares ranges powered by Poundland’s parent company Pepco Group.
As part of the transformation, the stores will also get fresh new signage, flooring and lighting while back-office colleague areas will also be given a makeover to make them better places to work.
After the alterations, all the stores will have been reconfigured to offer more baby and kids clothing than ever before, in a bid to attract more cash-strapped parents.
Poundland commercial director Tim Bettley said: “There’s been a transformation underway at Poundland for quite some time – in fact a Poundland or Dealz in 2024 is simply light years away from the kind of store customers would have experienced a decade ago.
“With our significant investment in ranges, stores and service, it’s now the right time to invite customers who haven’t seen what we now offer, to come and take a look for themselves at the changes we’ve made.”
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