Poundland has divided its store estate into three distinct types as it looks to maximise sales based on store location.

The UK’s biggest fixed-price discounter has divided its portfolio of over 400 stores into those situated in retail parks, town centres and ‘transient’ town centres, which refers to stores with a high customer ratio of students or commuters and those in seaside locations.

Poundland trading director Richard Lancaster said the discounter would start tailoring ranging to suit each type of location.

“We have a store above New Street station in Birmingham, so when you have hundreds of people going to and from the station, that is a different proposition to a store in a standard town centre,” said the ex-Morrisons marketing chief.

“We have been looking at how we segment the estate into those three buckets and then looking at the overlay that is required. We have 60 stores in seaside locations, so how do we make sure we have the right range of seaside products to serve the customers’ needs? This year, we will be segmenting our estate and tailoring our offer to the location of each individual store.”