Filco Supermarkets

Brand: Filco Supermarkets
Product: Convenience stores
Consultant: Mike Igoe
Objective: To drive awareness and footfall into the company’s nine convenience stores, beginning with the reopening of their Bryntirion store, following a fire that forced its closure.

Background

Filco Supermarkets has been in business for over 70 years and is ranked ninth in The Grocer’s ‘Top 10 Convenience Store Operators’ with an annual turnover of £20m. It remains a family-run firm with nine stores located in South Wales.

Filco Supermarkets is a member of Nisa Local which enables them to offer the lowest possible prices and the best quality products – from fresh fruit and vegetables to locally sourced produce.

The Story

Filco attended the C-Store Forum in Marbella which I chaired and jointly presented with Ian Croney from marketing specialists, Design Workshop. The format of the Forum is presentations and speed meetings and so I met a lot of C-Store organisations, including Filco. Following a meeting with the team in Wales, we developed a strategy for the reopening of the convenience retailer’s store in Bryntirion, to the west of Bridgend.

We meticulously planned out and executed a three-phase marketing strategy in the weeks leading up to the re-opening, on opening day itself and post-opening to keep the momentum and secure market share.

Footfall into the store on opening day was overwhelming, with queues forming around the building before the doors even opened! Shoppers have continued to visit, with average basket spend increasing in the months since the store reopened in November 2019. I couldn’t be more pleased with the outcome, so much so, I’m continuing to work with the business on a consultancy basis, alongside Design Workshop.