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AFB Launches New Retail Strategy to Colleagues at Cluster Seminar

October 03, 2019

Cluster seminar

Colleagues from across the A.F. Blakemore Group were invited to a seminar in September to learn about the company’s new Store Cluster Strategy.

More than 120 staff members attended the event at the Double Tree by Hilton hotel in Coventry on 19th September to understand their role in successfully embedding the strategy.

The Store Cluster Strategy, which was also launched to independent retailers at A.F. Blakemore’s SPAR Retail Show, aims to help stores differentiate themselves for different locations and markets.

It centres on designing stores to meet the lifestyle needs of the communities in which they operate, with a differentiated offer reflecting the core shopping missions of customers.

A.F. Blakemore Group Marketing Director Sarah Ellis explained: “The customers who visit our stores are not all the same, and a ‘one size fits all’ approach is no longer an option for retailers who want to remain current and competitive.

“Our new strategy recognises both the consumer need and commercial opportunity for us to create a store estate that has the flexibility to respond to the needs of the audience it serves. We want our stores to be the most convenient places to shop.”

A.F. Blakemore has analysed more than 500 million transactions of SPAR shoppers to understand the core shopping missions and enable the business to segment its SPAR estate across five cluster types.

These clusters will determine the space, range, pricing and marketing promotional strategy for individual stores and will influence both strategic and operational developments.

Speakers at the event included Group Commercial Managing Director Jerry Marwood, Group Marketing Director Sarah Ellis, Head of Retail Proposition Cy Wisenden, Macro Space Controller Adrian Gray and Proposition Strategy Controllers Ric Griffith-Read and Will Williams.

Throughout the day delegates took part in workshops around space planning, range, pricing and marketing to understand how the strategy works in practice.

Jerry Marwood called on all colleagues to engage in the new Store Cluster Strategy: “This strategy will involve all departments across the business working together to make sure that we sell the right products in the right place at the right price. The strategy will shape how we work from now on, and we want you all to play a key part in it.”

Cluster Seminar team tasks

Delegates take part in workshops around space planning, range, pricing and marketing to understand how the strategy works in practice


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