Costcutter was losing its convenience crown to online shopping, increased competition and successful new independents. Household helped reposition the brand and designed a retail experience with a scalable kit of parts to transform Costcutter from a rescue destination into a local enabler.
With franchisees’ budgets in mind, we designed a retail pack that accounted for varying degrees of investment, from modular fixtures and fittings that adapt to any store size, to POS and signage kits that can bring the brand to life on any budget.
Balancing everyday staples and spontaneous purchases
Spontaneous purchases inspire customer spending while ‘everyday staples’ can’t be forgotten, so we focused on balancing the two ends of the spectrum through evolved brand communications to rebuild Costcutter as a desirable shopping destination. Signage makes finding daily essentials easy, while strategically scattered suggestions help boost the basket. We also commissioned illustrations that encouraged customers to be spontaneous shoppers, bringing to life the tag line ‘fun is in the items that aren’t on the list’.
A convenience shopping experience with a scalable kit of parts
Modern convenience means multiple layers of good value for money.