JW Filshill has officially launched KeyStore More, a new fascia format aimed at providing retailers with a distinct point of difference in a busy retail marketplace that will stimulate growth and offer consumers more choice.
Targeting retailers who want to grow their business, KeyStore More is a premium brand created to appeal to consumers seeking a more comprehensive range of fresh and chilled products, food to go, an extensive choice of local Scottish brands, and a shopping environment that is both modern and of a high standard.
Craig Brown, Filshill’s Retail Sales Director, explained: “KeyStore More is designed to elevate our offer to enable the most progressive retailers to expand their range and provide more of the products and services that our research tells us consumers want.
“This means an upweighted focus on fresh and chilled products, food to go and access to an excellent range of local and Scottish products – all supported by a bespoke promotional campaign and enhanced by a brand-new image that will create consumer interest and add a new dimension to what is already a dynamic retail marketplace.
“We’re also tapping into the extensive data at our disposal from our own scanning system, allowing us to gather information on consumer habits in our customers’ stores – this allows us to constantly improve category management and product ranging in KeyStore More outlets and gives retailers a competitive edge and point of difference over other independents in their area.”
Award-winning retailer Wilson Rea is among the first to adopt the new KeyStore More format and after just three weeks has seen sales increase at his 1,800sq ft store on the outskirts of Lanark. “When I compared one week in November with the same week in 2016, sales had jumped almost 10%,” he said. “The expanded range, coupled with a partial refurbishment of the store, has really struck a chord with my customers and we’re delighted with the result.”
One of Scotland’s most prolific independent retailers with 30-plus years’ experience, the South Lanarkshire retailer has installed new signage, LED back lighting, new shelving and a TV promotional screen as part of the refit. “Customers are commenting on the new look which has a classy, upmarket feel to it,” he added. “It’s a really professional image that works well with the way I’m progressing the business.”
Meanwhile, business is brisk at the new food to go counter with Simply Coffee, breakfast rolls, soup, pies, sausage rolls plus hot and cold filled rolls all selling well. “We’re constantly refilling the counter to keep up with demand,” said Wilson.
Local suppliers include butcher Alan Elliot in Lanark, The Apple Pie Bakery in Kirkmuirhill and Overton Farm in nearby Crossford. “Fresh, local and food to go are at the core of the KeyStore More consumer offer and here in the Clyde Valley we’re able to source a lot of great products along with produce from Scottish suppliers including Graham’s The Family Dairy,” Wilson added. The impressive fresh fruit and veg bay is named Ernie’s Apples after his late father.
With 11 stores now converted to KeyStore More, Filshill’s Brown is confident that the fascia will strengthen retailers’ armoury in Scotland’s competitive convenience store sector. “Business is tough, and our new proposition elevates our customers’ ability to compete not just with other independents but operators such as Sainsbury’s Local and Tesco Express,” he said.
“There’s a lot of change in the industry just now and with KeyStore More we can ensure that retailers have the tools they need to increase their profits, secure the best margins and encourage customer loyalty.”
Filshill aims to have 20 stores trading as KeyStore More by the end of 2018.
