Filshill launches new premium Keystore retail format

Glasgow-based wholesaler JW Filshill has launched a premium store format, KeyStore More.

The format is ‘aimed at consumers seeking a more comprehensive chilled and fresh range, food-to-go, an extensive choice of local brands, and a modern shopping environment’.

Craig Brown, retail sales director at Filshill, said: “KeyStore More is designed to elevate our offer to enable the most progressive retailers to expand their range and provide more of the products and services that our research tells us consumers want.

“This means a focus on fresh and chilled, food-to-go and access to local and Scottish products – all supported by a bespoke promotional campaign and enhanced by a brand new image.

“We’re also tapping into the extensive data at our disposal from our own scanning system, allowing us to gather information on consumer habits in our customers’ stores – this allows us to constantly improve category management and product ranging in KeyStore More outlets and gives retailers a competitive edge and point of difference over other independents in their area.”

Retailer Wilson Rea was among the first to adopt the new format earlier this month and after just three weeks saw sales increase by almost 10% year-on-year at his 1,800sq ft store on the outskirts of Lanark. Rea has installed new signage, LED back lighting, new shelving and a TV promotional screen as part of the refit.

Brown added: “Business is tough and our new proposition elevates our customers’ ability to compete not just with other independents but operators such as Sainsbury’s Local and Tesco Express.

“There’s a lot of change in the industry just now and with KeyStore More we can ensure that retailers have the tools they need to increase their profits, secure the best margins and encourage customer loyalty.”

Filshill aims to have 20 KeyStore Mores by the end of 2018.

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