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How Sainsburys made way for mammoth new store

How Sainsburys made way for mammoth new store

Background

Momentum Instore has been providing retail marketing support to Sainsbury’s for over 13 years, including merchandising campaigns in flagship stores, existing and new stores. Its work for the retailer also includes support for convenience sites, store refurbishments, extensions, refreshments and ticketing.

One of its most recent projects saw Sainsbury’s commission the agency to provide retail marketing expertise for the extension and refurbishment of its Heaton Park store near Manchester. This is not only one of Sainsbury’s biggest stores to date, but also the largest grocery store over just one floor in the UK

Strategy

The Heaton Park store was an extension of an existing store already based on the same site. Rather than close the old store Sainsbury’s opened a temporary ‘store within a store’ to maintain its presence in the area and provide for customers while the work was progressing. The project therefore had three overlapping phases – the launch of the temporary store, the closure of the existing store and the opening of the extended and refurbished store. Each stage needed to be completed on time to ensure that the opening of the main store also happened on schedule.

Implementation

Merchandising support was first provided within the 18,000sq ft temporary store, which would go on to form part of the general merchandise area within the new store. Following the completion of the temporary store, the agency immediately progressed to phase two of the project.

This involved closing the existing store to make way for the extension. Finally, on completion of the extension Momentum Instore merchandised the full space in the new store starting with the 27,000 sq ft general merchandise area before moving on to the remainder of the store to ensure it was ready to be opened on time.

A team of over 60 staff skilled in areas such as replenishment, dressing, on site development and ticket dressing as well as four team leaders worked on the project. These were split into day and night shifts, who worked around the clock to make sure the project stayed on schedule and that no more disruption than was absolutely necessary was caused to customers or to Sainsbury’s employees.

Results

Each stage of the project was completed on schedule, ensuring that the original timing plan was adhered to and that the new Heaton Park store opened on time.

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