‘Big Deals’ has lead to the roll-out of brand new point-of-sale material to 2,656 stores nationwide over just 17 days in January. Two hundred additional stores were completed before Christmas. The message has been developed to replace ‘A great deal locally’, which had been the focus of The Co-operative’s in-store communications for the past two years.
Almost three million aisle-stopper items and four million right-angled shelf talkers have been produced, and one printing company alone used over 100 miles of Velcro for the point-of-sale material.
Sean Toal, Commercial Director for The Co-operative Food, commented: “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.”