The new look is at a flagship 80,000 sq ft refurbished Extra store in Watford where Tesco has also incorporated a Giraffe restaurant, Harris & Hoole coffee shop, a nail bar and a community space for groups to use free of charge for events such as yoga and cookery classes.
Extra stores in Coventry and Purley, Surrey, also have the new BWS features which include:
- Premium ale and cider sections
- Seasonal displays in place of promotions on gondola ends
- Soft drinks and fresh fruit merchandised alongside spirits to highlight serving suggestions
- Screens in the spirit section displaying cocktail-making suggestions
- Resiting of the whole BWS area away from the usual back wall
- Lower shelving to allow customers to see across the BWS department
- Consistency of signage across different BWS sections and with the rest of the store
Emma Biggs, category format manager for BWS, said she had been working on the project since joining the company nearly a year ago.
“The whole BWS team has been to the Watford Extra store to have a look and their feedback will be used to improve and build the design as the project gains momentum throughout the estate.
“Gone is the typical end-of-store wall of wine, beer and spirits and in its place is a light, bright drinks shop within a shop.”
The BWS revamp has been designed to encourage customers to spend more time browsing, added Gavin Warburton, category director for beers and spirits.
“It reflects the excitement and enjoyment customers get from the products and has really put the category at the heart of the new stores.
“We have included a variety of screens and educational tools within the new area to inspire and educate customers, from changing the way they think about what spirits to use in cocktails to pointing out the differences between a variety of ales and ciders.
“Depending on the location, the feature zones for seasonal and regional products are different to offer customers a more personalised range.”