Remodelling of Biedronka stores (Fresh Focus)
Award:
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New Retail Concept of the Year, Poland
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Name of company:
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Jerónimo Martins Polska
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Concept name:
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Remodelling of Biedronka stores (Fresh Focus)
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Sector:
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Retail trade
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| Brief desciption of the concept: |
Throughout 2012, the Biedronka chain has implemented a new Fresh Focus layout in all of its stores, being the company’s response to growing customer needs and expectations of buying fresh products of the highest quality at low prices, as well as growing health and fitness trends. As a result, the stores have expanded their fresh products area by 15 pct and changed the layout to improve their visibility. In the refurbished stores, the first products customers notice are fresh produce, including dairy, fruit and vegatables, fresh fish and meat, the bakery and flowers. Highlighting fresh produce emphasises the focus on daily quality and the availability of high-quality fresh products. Besides, a new visual identity has been introduced, including a logo, POS and communication material. This modernised store layout is reflected in improved sales results in this category. Project costs amountto EUR 100 mln.
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