Budgens to play on ‘local’ credentials in bid to win convenience battle

Budgens is looking to ramp up its local community credentials in its forthcoming marketing activity as it looks to achieve cut-through in the fiercely competitive convenience sector.


The chain – whose 190 stores in the UK are operated as franchises – is planning a series of in-store retail “events” to drive footfall in the local communities they are based.

It is also currently reviewing media plans, sponsorships and other in-store marketing to highlight its “independent” and local status to drive customer loyalty and increase basket spend.

Budgens’ owner Musgrave Retail Partners has appointed Haygarth to its advertising account to lead the reinvigorated marketing push. Haygarth has taken over from WFCA Integrated, who had been the incumbent for the past 10 years.

In Musgrave Retail Partners 2012 annual report, the company says investments in the customer experience, range and the fresh offer will be key to achieving “out performance” and are likely to be highlighted in forthcoming marketing campaigns. Musgrave sales in 2012 grew 11 per cent to €4.9bn year on year.

The UK convenience market is set to grow 30 per cent to be worth £46.2bn by 2018, according to retail industry specialists IGD. Almost all the larger supermarket chains also have convenience stores, with Morrisons and Waitrose among the recent entrants to the sector.

Separately, sister Musgrave grocery chain Londis is looking to ramp up its B2B communications with franchise owners and also increase trade marketing to recruit more store owners. Haygarth has also been assigned the Londis account.

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