In-Store Experience: Co-op Stores in the UK

Co-operative Group is the largest consumer co-op in the U.K. with approximately 5 million active members. It operates about 2,400 grocery convenience stores across the U.K., making it the country’s most geographically widespread retailer. Co-op is also a food wholesaler, a funeral services provider and a provider of regulated consumer legal services, while it additionally provides a range of consumer insurance products. Its shoppers prioritize ease and speed, with around 50% of shopping trips aimed at “topping up” essentials, said Dean Harris, head of Co-op Media Network, in an interview with the Path to Purchase Institute earlier this year. Harris said its stores are mostly visited for quick, impulsive decisions.The stores mainly operate in a variety of convenience formats, and there are some larger neighborhood stores. For franchise stores, 2,500 to 3,000 square feet is considered ideal, but exceptions are made for unique locations, so stores vary from as little as 2,000 square feet to as much as 12,000. However, Co-op in November 2023 relaunched its largest store (in Stornoway, Scotland) at nearly 22,000 square feet, after a multimillion-pound makeover.Most Co-op stores focus primarily on convenience and sell a mix of own brand and name brand products selected for each location/community. P2PI recently visited a couple of stores in Liverpool. The stores look like mini grocery stores, with a dedicated on-the-go food section, chilled and frozen food options, fresh bakery goods, a produce section, a wine and beer area and, of course, aisles of snacks, non-perishables and household items.Notably, the smaller space doesn’t necessarily limit the amount of P-O-P marketing materials present. Upon entry, guests see a number of retailer displays with branded sign panels lining the windows near the entrance. Retailer-led violators, shelf and price-label signage, freezer clings and dump bins promote “Member prices,” special deals/programs and individual brands/products throughout the aisles and departments. Also present are branded violators, shelf trays, floor clings and other signage promoting larger campaigns or sweepstakes, and branded floorstands are often positioned near the end of aisles. Perhaps the most commanding display at one of the stores we visited promoted Ever Ground, Co-op’s popular Fairtrade coffee private label. Located at the store entrance, a massive blue to-go coffee cup depicted the Ever Ground logo and the message “Freshly made and grounded in good.” Nearby, in the on-the-go section, an Ever Ground dispensing machine allowed shoppers to pick their blend via a touchscreen and pour their own cup. Other unique merchandising, marketing and interactive offerings included:A “Hot Food” enclosed case.A branded three-tiered freezer stocking individual ice cream treats from Unilever’s Magnum. A Costa Express coffee touchscreen machine that grinds coffee beans and creates a variety of beverages such as lattes and cappuccinos. Self-checkouts. Additionally, the retailer in January debuted Co-op Media Network, the first retailer media network in the convenience store sector in the U.K. The network’s in-store solutions include print, radio and digital.

In-Store Experience: Co-op Stores in the UK

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