Costcutter leverages Co-op brand to drive recruitment

Patrick Mitchell-Fox
Senior Retail Analyst
@RetailAnalysis

Date : 09 July 2020

National symbol group, Costcutter is using the value of the Co-op product range, available through its supply chain, to help bring new members to the group.  It is currently offering £1,000 worth of Co-op branded products free to retailers who join and start trading under the Costcutter fascia by 31 August.

Co-op brand a key strength during the Covid crisis

The access that Costcutter retailers have, through Nisa, to a range of 2,000 Co-op branded products has been seen as critical to building the credibility of their offer amongst the many new customers   Then, going forward, ensuring that the Co-op brand continues to build as a core part of the Costcutter product assortment can play a big role in cementing the loyalty of these new shoppers for the future.

Continuing to launch new stores

Despite the disruption to the normal processes of store development during the lockdown, Costcutter has been successfully converting new stores in the last few months, as well as continuing to drive trading improvement in existing member stores through its category management and marketing services.  Currently trading from around 1,550 stores, Costcutter saw sales leap in the first half of 2020, as shoppers switched into buying from local stores against the background of movement restrictions and the impact of social distancing measures in supermarkets and superstores.

Jamie Davison, Business Development Director, Costcutter commented:

‘Throughout the Covid crisis, our retailers have seen new shoppers flock to their stores and keep coming back.  Time and again, they tell us the availability of Co-op own-brand products is key to that success and has been a major driver of basket spend increases.  It is a trusted brand, known for the quality of its products and with 2,000 SKUs available in our range, it is helping our retailers converting new customers into regular shoppers.’