The Co-operative has scored a Big Deal move after working through the night.
The retailer completed the installation of its largest ever point-of sale roll-out, as it switches to a new in-store communications message that focuses on value.
The new proposition, which is called Big Deals, has meant the roll-out of brand new point-of-sale material to 2,656 stores nationwide over just 17 days in January.
Some 200 additional stores were completed before Christmas. The new message has been developed to replace “A great deal locally”, which has been the focus of The Co-operative’s in-store communications for the past two years.
The project has seen The Co-operative work closely with several companies, including equipment supplier Kleerex Retail Services Group, printing company Screenprint Productions and marketing services provider APS Group. The roll-out has been a major logistical exercise for all involved, with the point-of-sale material delivered and installed in the stores over just 17 nights. An average of 156 stores was completed per night.
Almost three million aisle-stopper items, and four million right-angled shelf talkers have been produced altogether, and one printing company alone - Screenprint Productions - used over 100 miles of red and white Velcro for the point-of-sale material.
APS Group, which delivered over 40 items for The Co-operative, utilised over 20,000 square feet of storage space for the material. Meanwhile, retail services company Kleerex designed and developed the equipment for the initiative, project-managed the logistics roll-out, planned and scheduled the store programme and supported store communications training and DVD production for store staff and managers.
Sean Toal, commercial director for The Co-operative Food, said: “In the current economic climate, it was necessary for our point-of-sale 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.”
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