Synopsis

Background

Back in 2014 the convenience retail landscape in Ireland had begun to change significantly. Consumers tastes were changing, health was becoming increasingly important and convenience was becoming even more squeezed, not just by the multiples but also by food service which was eating into the traditional take away deli in convenience. This sparked the need to make changes to the Centra brand at store level. As a result between 2015 and 2016 we undertook a significant Stake in the Ground Project where we dramatically changed the existing Centra store across each of our three formats- High Convenience, Convenience and Neighbourhood.

Centra tasked RED C to undertake an extensive research journey that has ultimately resulted in the significant improvement of footfall and revenue in-store at Centra. The journey began with a clear Business Need – How can Centra redesign the format and offering in stores to maximise targeted footfall and revenues?