Centra has announced a new brand positioning, ‘Live Every Day’, to result in a brand transformation following significant investment. The new brand will introduce healthier convenient food ranges, in-store renovations, and a ‘heavyweight’ marketing campaign.
The convenience retailer is due to invest €24 million in store renovations with this new brand positioning, and is aiming to appeal to a new generation of shoppers. Its in-store experience has already been internationally acknowledged, with a Gold Award at the Association for Retail Environments Design Awards in Las Vegas in March of this year.
Alongside the changes to stores’ appearances, Centra will also be providing customers with healthier and more ‘innovative’ product offerings. New healthier bakery ranges, as well as new deli and coffee offerings, will be a part of the transformation.
Centra has also reformulated a number of its ranges toward healthier results. The fresh bakery products are free from artificial flavourings, colours and hydrogenated fats. Centra’s meal ranges have been similarly revised, to contain less than 450 calories and at least one of the “5 a day” servings.
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.”
© 2016 - Checkout Magazine by Donncha Mac Cóil
