Sainsbury's revamp has "good response"

07 September, 2010

Sainsbury's has had a good response to its range review and sees cause for "cautious optimism" 12 weeks after the revamp.

BWS head Justin James said: "After a few weeks where we had to do a great deal of work customers are feeding back to us that they like the changes."

The review saw Sainsbury's target four types of consumer, ranging from the "novice" looking for easy-drinking wines to "confident" customers who want to experiment.

Fixtures aimed to simplify the offer while highlighting an extended own-label range, case deals and new arrivals alongside the store's core range.

"Non-promotional sales are the biggest feature in the performance strength we are getting," James said. "That is really important because it means that the extra elements are adding a dimension to our total proposition.

"We are pleased with the growth of our own-brand, House, in particular. This very much helps with our position of trying to encourage new wine consumers."

Speaking at the Global Wine Conference, he added: "Each element of the wine layout is working in its own right, and the results so far are that each section is performing better than we expected or hoped. There is room for cautious optimism."

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