Iceland has recently unveiled a pioneering ‘Local’ convenience store in Wolverhampton, marking a significant shift in its retail strategy.
- The store is strategically located on a Texaco garage forecourt and introduces a collaboration with SGN Retail.
- Key store features include unified payment systems for petrol, food, and more, essentially blending convenience with efficiency.
- The new format displays Iceland’s signature frozen food offerings alongside chilled and ambient commodities from Costcutter.
- With plans for further locations, Iceland aims to expand its convenience sector footprint.
Iceland has taken a bold step by launching its ‘Local’ convenience store format at a Texaco garage forecourt in Fallings Park, Wolverhampton. This initiative, which first opened on March 31, 2023, represents Iceland’s innovative approach in collaboration with SGN Retail. This move not only diversifies Iceland’s retail locations but also signals a forward-thinking strategy in aligning with widely accessible and high-traffic locations.
Shoppers will find a unique retail environment where they can access a wide range of products through a single entry point. The unified point of sale system facilitates the purchase of petrol, food, beverages, and other necessities, thereby enhancing the customer experience with convenience and speed. The store efficiently combines the specialties of both Iceland and Costcutter, offering a variety of chilled, ambient, and frozen products.
A defining feature of the ‘Local’ store is its extensive frozen section, which showcases Iceland’s own-label products along with selections from its notable partnerships, including Slimming World, Myprotein, and Harry Ramsden’s. This strategic offering both serves Iceland’s traditional customer base and attracts new clientele drawn to the convenience and variety of products available at a single location.
Justin Addison, the international and wholesale director of Iceland Foods, expressed excitement about the venture, stating that the ‘Local’ format will present their unique product range to customers in novel locations, complementing their existing high street and retail park outlets. This expansion aligns with efforts to meet customer needs where they are, particularly in high-traffic areas such as petrol stations.
The unveiling of this store format is part of Iceland’s broader strategy to enter and expand within the convenience sector. This follows the company’s earlier introduction of the Swift store model, which as of now comprises five locations offering a comprehensive range of groceries alongside alcohol and tobacco products.
Iceland’s strategic move into the convenience store sector with their ‘Local’ format reflects their commitment to innovation and customer-centric retailing.
