Poundland expands range

Date : 28 July 2020

Lucy Ingram

Retail Analyst

Variety discounter Poundland will be adding free from products to its grocery range and new lines to its entertainment and stationery range, as part of its transformation plans.

New products, new prices

Poundland will be trialling its new free from range at 16 stores. This includes milk, snacks, cereals, bakery products and pasta.

It will also be adding new, higher priced items to its entertainment range, such as wireless headphones for £8.

New brands such as Bic and Paper Mate will be added to the retailer's stationery range.

New perceptions

By expanding its range, Poundland hopes to change shoppers perceptions, showing them they can get more of what they need from the retailer. By doing this Poundland will increase basket size and grow average transaction value. This is part of the retailer's larger transformation programme that includes trialling online delivery and new store segmentation.

The retailer's continued evolution is in line with leading variety discounters Home Bargains and B&M enhancing their grocery offers. Whilst these changes may not make it possible for shoppers to complete a total shop, it helps increase frequency of visit with products shoppers buy most often and helps it appeal to a broader shopper base.

These changes will put even more pressure on other channels and fuel competition in the value segment more widely.

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