Key Lekkerland is updating the store package for its KeyStore group in a bid to attract more members.
Outside, the fascia retains the signature yellow and blue colour scheme, but the shopping basket has been replaced by a simple clean KeyStore logo.
In-store the package of internal graphics and marketing support material has been updated, and new store designs have been introduced to cater for retailers’ different trading demands. These include customised fixtures and fittings in beech veneer at the premium end of the package.
The in-store developments have been finalised after months of trials across the UK by KeyStore retailers. “We have listened to our retailers and applied their learning to the new package,” said Key Lekkerland commercial director John Liptrot.
“Mostly, it’s been a question of fine-tuning the package. The new fascia is the fuse to ignite KeyStore in the market place.”
Ten stores have already been refitted with the new fascia, and Key Lekkerland plans to roll out the fascia, with a target of 50 new KeyStore convenience stores within the next 12 months.
The group comprises more than 220 c-stores and 100 large-scale CTNs. Many large-scale CTNs have been converted to c-stores in the last two years. This upgrade programme will continue as Key Lekkerland focuses exclusively on growing the convenience store side of its operations.