Tesco shows off BWS makeover14th August, 2013 by Gabriel Savage
Tesco has officially unveiled a new look for its beer, wine and spirits displays, which have been redesigned to encourage customers to spend more time browsing the range.
Currently on show at three pilot stores around the UK – Watford Extra, Coventry Arena Extra and Purley Extra – the new BWS aisle has been replaced with a lighter, more open space, shifting away from its traditional position against the back wall of the store. Shelves have also been lowered in order to make it easier for customers to view the retailer’s full drinks offer.
The new layout incorporates a number of themed and seasonal zones, including a fine wine and Champagne collection and cocktail zone as well as an area dedicated to premium beer and cider. Instead of using the end of the fixtures for promotions, these spaces are now used for seasonal displays.
In a move to improve the shopping experience further, Tesco has installed chiller units within the BWS section, while the malt whisky section features iPads to help customers understand more about the different styles available. Similarly, screens have been placed in the cocktail zone to provide tips on recreating popular drinks at home.
Gavin Warburton, Tesco category director for beers & spirits, introduced the new layout as a move that “reflects the excitement and enjoyment customers get from the products and has really put the category at the heart of the new stores.”
The project has been overseen for the last year by Emma Biggs, Tesco category format manager for BWS. “Gone is the typical end of store wall of wine, beer and spirits and in its place is a light, bright ‘drinks shop within a shop’”, she explained.
Although the retailer would not yet confirm how widely the new design will be rolled out, nor the timescale, Biggs remarked: “The whole BWS team has been to the Watford Extra store to have a look and their feedback will be used to improve and build the design as the project gains momentum throughout the estate.”