This article published November 2016. For latest news THIS MONTH'S ISSUE
Ireland’s leading convenience retailer Centra has announced its new ‘Live Every Day’ brand positioning, which will result in a radical transformation of the brand following significant investment. The transformation will see the introduction of healthier convenient food ranges, in-store renovations and underpinned by a heavyweight marketing campaign. ‘Live Every Day’ is about helping shoppers live in the moment and allowing them to make the most out of every day.
Centra’s brand transformation is not just a tag-line; there will be tangible proof points that customers will experience. This includes store renovations to bring a fresh stylish look that will appeal to a new generation of Centra shoppers. Centra is due to invest €24 million in renovating stores over the next two years.
As Ireland’s number one convenience retailer, the Centra brand continues to experience strong momentum, opening seven new stores already this year, three of which were greenfield stores.
Centra’s new in-store experience has already been internationally acknowledged, with the convenience brand winning Gold at the A.R.E (Association for Retail Environments) Design Awards in Las Vegas, recognising the very best in international retail design. Centra clinched gold alongside other world-renowned brands such as Chanel, Louis Vuitton, LEGO and Under Armour.
Not only will the store look and feel evolve, Centra will be redefining convenience with a healthier, more innovative product offering. As part of the brand transition, customers will experience notable changes in-store with healthier options more prominently displayed, to help consumers to choose healthier on-the-go alternatives. Ranges in-store will go through radical transformation such as new healthier bakery ranges, as well as new deli and coffee offering.
Centra has also reformulated a number of its ranges. All of their new fresh bakery products are free from artificial flavourings, colours and hydrogenated fats. Similarly Centra’s dinner meal ranges were revised with a new range of healthier meals developed. These new meals are all less than 450 calories and contain at least one of your 5 a day per serving. In the last year alone, Centra has removed almost 200 million calories from its customers’ baskets by reducing shelf space for carbonates in favour of promoting healthier alternatives.
Commenting on the announcement, Ray Kelly, Centra marketing director, said: “With Live Every Day, Centra is redefining convenience with a healthier, more innovative offering across our stores. We are revolutionising our in-store experience to position Centra as the ultimate time saver for great food.”
“The change is not just a tagline, there will be tangible proof points that customers will experience, including the refurbishment of our stores. Some of the other in-store changes we have made are simpler, like our decision to make healthier options more prominently available.”
“The in-store experience is critical for our success as we understand that our customers lead busy lifestyles and as Ireland’s leading convenience brand we want to make their lives simpler. Whether they choose to Live Well with healthier choices or every once in a while Live it Up with some well-deserved indulgence, Centra are here to help.”
With over 460 stores, Centra employs almost 11,000 people and serves over three million customers per week. Centra invests over €240 million in local communities per annum, which is the equivalent of €4.5 million per week through a combination of payments to local suppliers, acquisition of local business services, wages, charitable donations and local sponsorships.
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