Brand trial launches

A MIDCOUNTIES Co-op superstore has been re-launched as the Co-operative Franche as part of the Movement&#039s national branding trial. Four Co-op outlets in Kidderminster – food, travel, pharmacy...

A MIDCOUNTIES Co-op superstore has been re-launched as the Co-operative Franche as part of the Movement&#039s national branding trial.

Four Co-op outlets in Kidderminster – food, travel, pharmacy and funeral – have been chosen as the testbed for a new approach to co-operative retailing which could dramatically change the face of one of the UK&#039s biggest and best known retail groups.

They are being united under the umbrella of a bold new identity as part of a national pilot project in which Kidderminster consumers will play a key role.

Store manager Chris Sainsbury said: "The store has been given this fresh new look and now people in Kidderminster have an important part to play in this pioneering project. Their reaction to what we are doing over the next few months will help us shape our future trading identity.

"The aim of this initiative is to bring the co-operative family of businesses together under a common, clearly identifiable heading, backed with strong communication of our values and consumer achievements. By doing so, we can encourage more people to trade with more parts of the Co-operative Movement and strengthen our presence on high streets across the country.

"This is a significant project designed to give the Co-operative Movement a more powerful, relevant and distinctive brand. And, it goes hand in hand with ensuring we consistently have the best possible product offer, layout and customer service, whether we&#039re selling food or selling holidays."

Kidderminster is one of only four towns and cities in the UK included in the brand pilot exercise, the other three being Northampton, Thame and Hull. Over 40 outlets are included in total. Trading progress at the pilot stores will be monitored closely over the next few months and the project will be reviewed early in 2006.

Branding at the Midcounties Co-operative store in Franche – which includes a superstore, travel agent and pharmacy – is branded externally as the Co-operative Franche (from the French, meaning honest), with the Co-operative Pharmacy and the Co-operative Travel inside.

The Midcounties Co-operative&#039s funeral home in Lion square, Kidderminster, is branded as the Co-operative Funeralcare.

In this article


Join the Conversation