Booths targets 'in-store theatre' at Knutsford

Date : 06 November 2013

Leading north-west regional supermarket operator, Booths is rolling out a range merchandising innovations in its flagship Knutsford store, in Cheshire, with the aim of increasing shopper engagement through customer experience, as it seeks to develop a world-class format for the future.

Brings focus to destination categories

These innovations, including the first ever wine tasting machine in a UK supermarket, are aimed particularly at enhancing Booths' reputation in categories where it is already recognised for its premium credentials.  The wine-tasting machine enables shoppers to taste from a range of 64 wines, all maintained at ideal drinking temperature, whether white or red.

Adding further choice in fresh and frozen

The Knutsford store is also the first to offer loose pre-prepared vegetables, allowing customers the convenience of purchasing as much or as little as they need.  Recognising the success of the unique frozen ranges from Cook, with which Booths has partnered for some years, these have been given extended space in the store, bringing its premium ready meals to the core of the frozen category.  As well as innovative ranging and merchandising, Knutsford is also being used to offer customers enhanced service with vouchers redeemable for free products where lines are out of stock. 

Aiming to 'own' Christmas

Booths has now launched its biggest ever festive push to capitalise on the trend for shoppers switching into its offer at Christmas, in search of unique and premium products.  Underpinned by a high quality brochure showcasing key festive lines, backed with recipes and menu suggestions, stores will embrace the Christmas spirit with free mince pies and mulled wine and better than ever decoration.  Booths has also brought back its successful Christmas online 'reserve and collect' service for enable shoppers to order early to avoid disappointment.