Thursday 27 October 2016

Centra revamp sees stores go 'healthy' in €24m investment plan

A further €3m to be spent on marketing campaign in tandem with overhaul

Published 25/09/2016 | 02:30

Ray Kelly is Centra marketing director
Ray Kelly is Centra marketing director

Retailer Centra is overhauling 150 stores as it seeks to capitalise on the healthier eating trend.

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Around €24m will be invested over two years by the independent owners of the stores concerned, Centra marketing director Ray Kelly said.

The revamp will include a new look for stores, the introduction of free wifi, a new deli and coffee offering, and a healthier bakery range.

Kelly said around €3m would be spent on a marketing campaign in tandem with the overhaul.

The marketing budget is a combination of Centra's own money and that of the independent retailers, Kelly said.

"Our retailers have bought into the vision ... Over the last year-and-a-half through our internal conferences and through our one-on-ones, we've presented the vision as to how we're directing the brand and there's full retailer support behind that," Kelly said.

A small number of stores have already been overhauled and Kelly said retailers had seen a financial boost as a result of the change, although did not provide specific figures.

He said that Centra had been planning the move for the last two years and the company had already been making efforts to try to make healthier products more visible to customers.

"Consumers are changing. You see they're demanding more healthy choices; you see this in terms of what we're selling. Also, the market is changing - you have more specialists, you see more health shops and so on.

"What we're telling consumers is that we're there to make it easier to make a healthier choice.

"We're not looking for some crazy radical change, what we're looking for is: 'We'll be there to make it easier for you to do the right thing when you want to do it, and when you want to blow off a bit of steam we're there for you as well'," Kelly said.

"We're very confident that this is a very well thought through, holistic view of the brand, with health as the essence of it."

It aims to have 150 stores renovated by the end of the next year.

Centra - part of the Musgrave group which also owns the SuperValu, Mace and Daybreak brands - has over 460 stores across the country.

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