When The Southern Co-operative asked us to design their new concept store format for Freshwater on the Isle of Wight it presented some key opportunities that we believed the new design needed to deliver. These included a differentiated community store proposition with personality and theatre, that delivers local values and champions ‘local hero’ suppliers and producers.
The new store has been designed to increase appeal to a broader demographic and challenge the local competition, whilst not alienating the existing loyal customer base. Accessibility has been a priority throughout with greater parking availability, wider aisles to aid access and clear category zoning and communication to improve navigation and flow through the store. The communication throughout the store highlights the Southern Co-operative’s ‘local flavours’ initiative whilst the environment itself has been designed to showcase the provenance of products from local suppliers and producers.
The new store has proved quite a hit with Freshwater locals and those from further afield. Initial results have seen a substantial uplift in sales on a daily basis outside the tourist season.
The project involved the total overhaul of the store format, covering product, service, environment and in-store communication. The concept created a series of distinct product zones, including a wine cellar, bakery and delicatessen.