Booker Symbol Retail Insight on shoppers: insight on stores - July 2018 - IGD.com
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Booker Symbol Retail
Insight on shoppers: insight on stores
July 2018
© IGD 2018
The UK’s
biggest symbol
network
Premier the biggest single fascia
Now encompassing over 5,600 stores the
Booker retail symbol network has twice the
number of the next largest symbol group or
convenience chain in the UK. Total
combined estimated retail sales are now
£4.5bn.
Operating a portfolio of four fascias Booker
Booker symbol retail: store numbers
symbol has a breadth of offer to meet the
needs of a wide range of differing retailer 2017 2018 change
needs comprising:
Premier* – flexible entry level package for Premier* 3,332 3,343 +11
small stores with supply from cash & carry
depots Londis 1,826 1,957 +131
Londis – fully-serviced package for smaller
stores supplied through Booker Retail Budgens 159 226 +67
Partners distribution network
Budgens – Tailored support package for Family Shopper 63 75 +12
larger stores including an emphasis on fresh
Family Shopper – A value-focused package Total 5,380 5,601 +221
offering neighbourhood discount format
© IGD 2018 Source: IGD Research * Includes Premier Express fascia variant Page 2
What defines the Booker retail symbol shopper?
Top shopper Top-up is the leading mission across all
three fascias
missions in
Tobacco/lottery/news is the second most
frequent mission in Premier and Londis
Budgens has significantly the largest
incidence of evening meal missions
Premier has the highest incidence of food-
for-now missions
% of shoppers on last trip shopping for
Premier Londis Budgens
Top-up 45 50 59
Evening meal 15 13 35
Food-for-now 26 15 18
Tobacco/lottery/news 41 42 29
© IGD 2018 Source: IGD ShopperVista Page 3
Stores of the As Booker looks to the future, and the new possibilities presented by its tie-up with
Tesco, we visited three of its most recently redeveloped symbol retail stores. These
future ‘stores of the future’ show how the Premier, Londis and Budgens packages are being
evolved to build on their core strengths and extend their capabilities to target new,
and wider, sales opportunities. As well as enhancing the individual brand attributes of
each Booker is increasingly seeking to leverage the joint scale of its fascias to more
effective activity from a wider combined platform.
77-79 South Bridge Road, Hull 129-133 Woodhouse Street, Leeds, Basingstoke Road, Three Mile Cross,
HU9 1TL LS6 2PY Reading, RG7 1BA
© IGD 2018 Source: IGD Research Page 4
Targeting the
evening meal
opportunity
Traditionally ranges in Premier and Londis stores
in particular have lacked credible capability in
ranges targeting evening meal missions.
However, 2017 saw Booker launch a significant
new private label offer in chilled prepared foods
under the ‘Discover the Choice’ umbrella,
providing a major new platform for targeting
these needs.
This, boosted further by lines imported from
Tesco, is now available across the entire Booker
symbol retail network. And supported with ‘meal
deal’ and ‘mix and match’ activity the range gives
retailers easy-to-execute value solutions to drive
the development of this key sales opportunity.
These mechanics are supplemented by stronger
meal deals in frozen mixing both branded and
private label lines.
© IGD 2018 Source: IGD Research Page 5
Targeting the
food-for-now
opportunity
Zoned within easy reach on entry, stores now
bring together extended ranges relevant to food-
to-go missions. As well as chilled and fresh lines
such as sandwiches, pastries and patisserie this
includes single serve snacks and confectionery, Premier
plus pot noodles and porridge pots, with hot
water supplied for preparation.
Fresh coffee is now a central plank for delivering
the mission in all three fascias, and dedicated
locations highlighted with lighting and surrounds
ensures an eye-catching presence.
Retailers are able to select from a variety of
owned and third-party coffee solutions as suitable
to their customer bases and catchments.
While a branded third party solution can provide
strong credibility, an in-house alternative installed
in the Premier store allows more flexibility for
delivering value. In addition to offering a low
regular price-point the retailer is also able to offer
a loyalty tag to customers, offering a further
discount to drive regular footfall.
Londis
© IGD 2018 Source: IGD Research Page 6
Opportunities Stores targeting
expanding local and You can support the evolving ranging and
merchandising disciplines with products that
daily shopper
for suppliers missions requiring
‘new’ category
contribute to relevant shopper missions, offered
in the most relevant pack sizes for the small store
capabilities basket shopper.
A growing chilled With chilled and fresh products taking a bigger
and fresh-led role in many shopper baskets, innovation in these
offer with categories is key to driving ongoing sales growth,
prepared foods creating compelling reasons for repeat visits.
gaining scale
ShopperVista can help you understand how
Meet shoppers’ Booker symbol, retail shoppers define quality
differing value and value; how you appropriately
expectations communicate your proposition is key to
delivering growth.
Target higher Adapt your strategy to post-millennials, their key
spending, missions and tastes. With post-millennials more
‘millennial’ likely to shop everyday for food-for-now, and food for
shoppers later, they also over-index in functional diets for
health and lifestyle.
In these high traffic environments you can play a
Speed and ease role with product and merchandising solutions
of selection is that provide easy choices, like meal deals and
critical to the dual product siting; help maximise shoppers’ time
growing shopper in store and boost basket size.
missions
Premier
© IGD 2018 Source: IGD Research
IGD Convenience Retailing Summit 18
26-27 September 2018
etc.Venues, County Hall
London
Understand Booker’s key
priorities for its symbol
formats and what they mean
for your business at the
2018 IGD Convenience In a dedicated 1 hour ‘retailer in focus’ session hear from:
Retailing Summit.
• Steve Fox, Managing Director, Booker Group Retail
Find out more
• Andrew Peek, Trading Director Booker Retail Partners
• Martyn Parkinson, Brand Director – Premier
• Martin Swadling, Brand Director – Londis
• Mike Baker, Brand Director - Budgens
sharing their vision for continued growth.
Book now » • What is driving sales growth in Booker symbol retail and how you can
access this opportunity?
• Learn about Booker’s plans for the convenience channel for 2019 and
beyond
© IGD 2018 Page 8
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