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Chilled sales surge at Scarborough Road store

Posted on August 09, 2019

A Nisa store in Driffield has seen sales rocket following a refit which saw the store significantly increase its chilled range.

Run by brothers Richard and Russell Hall, Nisa Local Hall’s of Driffield recently completed the latest phase of its ongoing redevelopment, which saw the store extended to bring the total selling space to 3,000 sq. ft and the spirits range and counter area expanded.

As part of the refit, the store’s chilled range was increased to comprise over 30 metres of energy-saving doored chillers, in response to the growing demand for fresher, higher quality products and meal solutions. And the investment has clearly paid off, as chilled sales have seen an uplift of around 50% year on year, despite a heatwave and the World Cup taking place around the same period last year.

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Russell said: “Chilled is our biggest category in store and definitely the fastest growing. Co-op own brand products sell really well here, especially meals for tonight like pizzas and ready meals, and we’re really pleased with how it’s all performing.”

Such is the success of chilled products in-store that Richard and Russell are already making plans to add an additional four chillers to their already extensive set up, as well as a new bakery area, as part of the store’s ongoing transformation.

Footfall and average basket spend have also both seen significant uplifts as a result of the refit, with the latter having increased by over £1 per shopper.

Russell adds: “The store has been in our family since 1995 and has undergone five refits in that time. It’s important that we keep up to date with the latest trends and shopper demands whilst maintaining a strong core range to continue to provide a relevant offering for our customers.”

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