Here at The Jordon Group, we are delighted to have delivered Guy Warner’s latest Upton-Upon-Severn site in Worcestershire, which saw Morrisons partner with the award-winning retailer to create a new dual-branded concept store. ‘Together With Morrisons’ is a partnership for larger convenience stores over 3,000sq ft, which sees them champion local products, as well as carrying Morrisons’ own brand.
“Upton-Upon-Severn is an entirely new brand proposition,” explains Guy. “The work that’s gone in on the brand, the customer journey, the components of the look and the feel of the store are all brand new and have taken a lot of time to come together.”
Fresh produce is a major focus, as are beers, wines and spirits. He claims that fresh foods is a core part of the offer and that local food is at the pinnacle of that. He is working with 71 local producers and the shop boasts over 700 local lines.
Another focal point is the store’s food to go offer. “Within this store we’ve got a serve over food to go proposition and a drinks bar,” says Guy. “We’ve pedalled our own ship on carbonated slush and coffee and brought those all under our own [Warner’s] brand because we felt if we’re going to actually embrace the brand then why wouldn’t you want to bring under that brand the USPs of what you do, rather than immediately inserting other brands.”
Guy has embraced new technology at the new store. “There are a few technological things we’ve done to try to make the operation more efficient, both for us and the consumer,” he says. “We’ve put ESELs [electronic shelf edge labels] into the store, which is a new thing for us and represents a substantial investment,” he says. “We also have a lot of media screens in the store.”
The store has an extensive solar panel installation on the roof. “It was always a good return on investment case, but since we made the decision to do it, energy prices have doubled, so it’s become doubly compelling!” says Guy.
He claims that the town was “crying out for a store” and he wanted his store to become a destination outlet. “There genuinely was a challenge to do a shop there,” he says. “It’s very early days, but seeing the customer reaction in the first week, I think that what we’ve put forward is going to do all the things we want it to because there have been a lot of trolleys going around the store”.
We would like to wish Guy and the team the very best of luck with the new concept store and thank them for choosing us as their shopfitting specialists.
If you store needs a revamp or a complete overhaul, contact us for your site survey today!