The Co-operative Group is looking to boost its value credentials by increasing the number of tertiary lines in-store and introducing new PoS promoting ‘Super Low Prices’.
New dump bins and outdoor posters advertising ‘Super Low Prices on over 100 of your everyday essentials’ have been introduced at around 25 smaller stores in a trial. The products cover own-label, branded and tertiary brands such as Red Mountain Coffee for 55p and Smedley garden peas for 21p.
A spokeswoman would only comment that this was a ranging trial that had only been running for a couple of weeks.
“This is an interesting move, it has a convenience premium of course so this is about bringing the overall cost of the basket down,” said Grocery Insight’s Steve Dresser. “Some of the tertiary lines make sense but the ones in fresh and produce can run the risk of diluting the offer, particularly with the strong work on Loved by Us by the Co-operative.”
Meanwhile the retailer kicked off a new summer TV campaign this week.
Little. Often. Co-op - a Leo Burnett London campaign - features summer activities in the garden such as Frisbee-throwing, Swingball and barbecuing, both in sun and rain.
The activities are interspersed with food products such as tomato ketchup, Young’s 14 omega-3 fish fingers, Calippo, ice cubes, Beck’s, a bacon, lettuce & tomato sandwich, The Co-op Truly Irresistible Pizza, and strawberries.
The mutual said the scenes demonstrated the Co-op was there for all customers’ needs over the season. “Summer behaviour naturally lends itself to being spontaneous, and therefore ‘popping in’ or ‘little and often’ is the perfect way to describe how our customers will be using us,” said Co-operative Food customer director Steve Hammett.
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