Blakemore Retail Launches New Value Initiative

May 20, 2020

Blakemore Retail has launched a new value initiative across its store estate to re-establish its value message to customers.

Following a range and pricing review, the business has identified key products that signify value to customers and brought their pricing in line with the competition.

The aim is to provide a value offer at a time when customers may be financially challenged and to establish a value position before the coronavirus lockdown ends.

Food Solutions & Retail Proposition Director Nikki Rogers explained: “The coronavirus pandemic has seen a switch in buying behaviour, with new customer spend coming from supermarkets and other competitors. Existing customers have spent more than they usually would.

“Our value initiative aims to create new buying behaviours that will be maintained once lockdown is over, specifically across high-margin fresh categories such as fresh fruit and vegetables, meat, fish and bakery – to help retain and grow business in the long term.”

Following a surge in produce sales during the lockdown, the business has launched new promotional activity to boost fresh fruit and vegetable sales. Seasonal specials will offer customers ‘best of British’ produce at the best value, with the top three seasonal lines at market-leading price for six weeks.

The pricing of existing Meat Market lines is also being reviewed. The business is looking to provide a more value-based meat range across its store estate.

To communicate Blakemore Retail’s price repositioning, supporting point-of-sale materials have been issued across stores. Window posters, hanging boards and shelf strips promote ‘Here for Lower Prices’ messaging. There is also new advertising for social media.  

Some of the new promotional materials to look out for in Blakemore Retail stores and on social media

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