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Somerfield

Somerfield is a high street retailer offering high quality groceries - with a particular emphasis on fresh foods. Its supermarkets offer a modern retail environment with the latest in-store facilities and a comprehensive range of products in convenient neighbourhood locations.

In the current competitive food retail market Somerfield has focused on its clear strength in providing shoppers with an easy alternative to the larger out-of-town supermarkets but while maintaining its commitment to fresh quality foods. Somerfield also operates 30 forecourt supermarkets, together with the Aberness convenience store business in Scotland.

The business is also developing a range of modern concept stores to meet the needs of its customers in different locations.

In an increasingly competitive and aggressive marketplace where margins are constantly being squeezed, Somerfield realised the need to refocus its retail offer and proposition in order to be a more serious and effective player. They decided that it was no longer acceptable or viable to compete on value alone and that they had to provide an enjoyable and meaningful shopping experience as well.

In recognition of this, in February 2002, Somerfield began extensive research and analysis in order to define and deliver cutting edge formats that would fundamentally change the perception of Somerfield to its customer base and firmly establish the supermarket group as a retail innovator.

This research included a gruelling world tour, which saw the Somerfield format team visiting 42 retailers in five countries across just 17 days. The key learnings from this tour were then combined with research gained from UK store visits, store segmentation, competitor analysis, category trends and customer research. This information gathering phase was a cross company approach involving Buying, Marketing, Store Ops, HR, Property, IT, Merchandising and Space Planning and was crucial in enabling the Format team to plot how best the formats could develop.

The store models that were developed come under two sub-brands entitled 'Essentials', and 'Market Fresh' with a third new format store, 'Progressive', due to be developed as the main offer from Somerfield in the coming year.

The new formats
All the new formats come under the Somerfield brand umbrella but there are distinct differences that ensure that each of the formats is relevant to its locality. Before a store opens, Somerfield undertake extensive research into the surrounding area to understand the needs of the local customers and decide which store format will suit them best. Having these three very individual store formats allows Somerfield a certain amount of freedom when deciding which store will fit a particular environment.

Essentials
A small and convenient local store which is likely to be situated in a residential area and which offers quality fresh food as well as a broad range of grocery goods to cover all 'top up' needs. The Essentials stores have extended opening hours and feature useful convenience services such as photo processing and hot food to go. The average customer is within walking distance of the store and values convenience and quality just around the corner. The Somerfield Essentials store format will also be utilised in all future franchise stores, forecourts and Aberness conversion stores.

Market Fresh
As the name suggests, a local convenient store with a superior array of fresh foods. The rationale behind this proposition was to create a quality urban fresh food destination store. Quirky and aspirational characteristics include an olive oil dispensary, an extended wine section and freshly squeezed juice. In terms of the store environment the Market Fresh format exudes a moody and dramatic feel, creating an inspirational and sophisticated shopping experience. The Market Fresh staff are as passionate about food as their customers and can offer expert and intelligent advice when required. This format has been shortlisted for a 2004 Grocer Gold award.

Progressive
Known purely as Somerfield, this is a larger one-stop main shop that offers the quality and fresh food range of an out of town superstore in a high-street location. The customer base is fundamentally people who want to purchase their fresh food and grocery needs on a regular basis locally.

So what's it like to work for the Somerfield Group as a Manager?

The Somerfield Group can offer a wide range of possibilities in their customer-facing, fast-paced environment. They value the contribution made by their people and provide outstanding training and development opportunities so that everyone has a chance to progress at their own pace.

Somerfield will give you the chance to make the most of your skills. People with a positive attitude and a natural flair for customer service will go far in their business. In return for your hard work and commitment, you can expect competitive rewards and a keen focus on your personal development.

If you wish to apply for management positions within Somerfield then please register your details indicating your desire to work for Somerfield and one of our Somerfield Account Management Team will give you a call to discuss your application.

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