Coop Sweden has launched a new store format, X: -tra – part of Coop, which will focus on the pricing of everyday goods, as well as the entire range.
The retailer aims to open 70 X: -tra – part of Coop stores by the end of 2022.
The new store format is described by the retailer as a ‘spacious and residential store that focuses on price, with a well-adapted range that covers all everyday needs, and offers several really good clips and promotions every week.’
“We have listened to our members, followed the changes in society and come to the conclusion that there is a need for a store format such as X: -tra. There is room for a new store format in the Swedish grocery market that focuses on price, offers well-known brands with good quality and has a strong price offer in a store near the home, says Marie Nygren, acting CEO of Coop.
The new store format has been tested in six stores in different locations in Sweden.
The pilots have provided valuable input and data to help the dealer meet the needs of its members and customers.
X: -tra is a new store concept with its own range, its own graphic profile, its own communication and its own store operations, the retailer stated.
Ola Andersson, operations manager X: -tra, said “During the pilot phase, we have collected valuable data and continuously adapted the store format to ensure that we have a really good offer.
“X: -tra has a strong price offer with a focus on always offering decent prices on all goods every day. At the same time, we can withstand being compared with other competitors.”
As part of Coop Sweden, the new store format will benefit from Coop’s purchasing department’s bargaining power and supplier requirements.
Consumers can take advantage of being a member of Coop and take advantage of the retailer’s membership program.
Peter Nordman, Sales and Operations Manager at Coop Väst, “We are satisfied with the tests and tuning of the store format. The feedback from our members and customers who have visited our pilot stores has been very positive.
“Now that we are entering the next phase and will open up more X: -tra stores, we are broadening our customer base and can provide more members and customers with a good alternative that suits their needs.”
© 2022 European Supermarket Magazine. Article by Conor Farrelly. For more Retail news, click here. Click subscribe to sign up for ESM: European Supermarket Magazine.