Four IV brought in at Savacentre

Retailing giant Sainsbury’s has extended the brand review project currently underway at its supermarket and DIY chains to Savacentre, its hypermarket chain, using a fourth group of retail designers.

Four IV has developed revised interiors for Savacentre, which are due to be rolled out across its 13 stores after trials at the 31 090m2 Calcot branch near Reading.

Described as “an entirely new shopping experience” by a Four IV spokesman, the interiors introduce new departments for menswear, womenswear, hosiery, baby and toddler, and fragrance products. Cookshop, beers, wines and spirits areas have also been modified.

Takeaway food counters and a bakery have been introduced to the store, along with a party-planning area and a crèche. Beauty consultants and demonstration chefs will also operate in the store in a bid to drive up sales.

A fast-track rollout programme is planned for this month, says Four IV’s spokesman.

“Everything you see in the store is a result of customers feedback and involvement,” says Savacentre managing director Jack O’Brien.

The project is part of a drive by Sainsbury’s to regain lost ground in the supermarket sector.

Specialist retail consultancy 20/20 is currently working on an overall brand review of the main supermarket chain (DW 17 October 1997). In conjunction with Crabtree Hall/Plan Créatif, 20/20 is also working on formats for DIY operation Homebase, as the retailer fights to regain customers lost to rival Tesco, now the UK’s market leader.

Meanwhile, Fitch has developed Sainsbury’s Local, a rival to Tesco Metro (DW 27 February). Other initiatives, including coffee shops, have also been introduced by Sainsbury’s in a bid to draw in customers (DW 24 July).