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Design showcase: Centra rethinks convenience stores in Ireland

Irish convenience retailer Centra has introduced a new store format, created to give customers more reasons to visit its branches. The first branch to benefit from the new format is a franchise store in Limerick.

The design has been created to drive reappraisal of the brand by shoppers according to Household, the agency responsible. It introduces a new brand palette perceived as cleaner and more contemporary. The store seeks to reflect a ‘Scandinavian Deli’ feel to reflect its mission to provide a ‘grown-up’ convenience offer.

Store layout brings together the core parts of Centra’s offer - food for now, grocery top-up shopping and a newsagent – with a new focus on food. The store is presented as a handy destination at every time of the day, whether shoppers are grabbing breakfast to go or ingredients for cooking dinner.

A new food for now sub brand, The Good Kitchen, has been introduced in the store. This is presented as a hero area to drive up the brand’s credentials in the food market. The Good Kitchen features barista and deli counters, packaged food to go and a café-style seating area with free wifi and phone charging facilities.The Good Kitchen sub-branding has been extended across serving elements, digital menus and packaging.

The convenience shopping space has also been modified, introducing a ‘curated’ feel, such as by offering “Crafty Brews” in its craft beer offer, along with a quicker pace for transactions.

The store has seen a 25 per cent increase in sales since it was refurbished, with some ranges – such as coffee - increasing sales fourfold. Footfall is up by 30 per cent. The format is to be rolled out to further Centra stores.

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