Award-winning Somerfield threw open its latest concept store’s doors to the Putney public last week.
The south-London based store, in Upper Richmond Road, is the seventh location to boast the chain’s contemporary Market Fresh format.
The opening followed the chains success at the Re:fresh awards, which saw it win Foods from Spain Multiple Retailer of the Year.
The extensive range of fresh produce is one of the bistro-style store’s most attractive assets. Walking into the bright and spacious corner building, the consumer is immediately confronted by a rainbow of fruit and vegetables, with several densely-packed aisles dedicated to the category.
The category is further enhanced by new point of sale material, featuring eye-catching photography and a strapline announcing the retailer’s win.
In addition the Market Fresh store goes that extra mile for the urban customer, by offering fresh juice machines, olive oil dispensers and freshly ground coffee.
Keith Rodaway, Putney store manager, said: “We are really excited with our new Market Fresh store, it will offer customers something a bit different from a conventional supermarket.
“Not only do we have a superior range of quality fresh foods, award winning wines and core grocery products but the store itself offers an inspirational and thoroughly enjoyable shopping experience.”
Surrounded by businesses and only a stone’s through from a major commuter route, the new store is ideally situated to capture the convenience-hungry passing trade.
The store stocks a wide range of prepared products, inclduing Somerfield’s entire ‘Good Intentions’ and ‘So Good’ ranges.
It also boasts a varied selection of seasonal products, such as British tomatoes which have been highlighted on individual stands.
The chain has invested £1.1m in the new store and created 50 new jobs, including the position of fresh produce supervisor taken up by Shaukat Nawaz.
He said: “Fresh produce is the first thing people see when they walk through the door and it is very important to keep it looking good. Somerfield has given me a great opportunity and I will do my best to keep the quality of the category as high as it is now.”
The Market Fresh concept was awarded both the Store Design of the Year award at the Retail Week Awards i and the ‘Best New Store Format’ category at the Checkout Convenience Awards in March 2005.
The chain plans to roll out the urban format to 50 stores across the UK over the next two years.
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