Iceland is to test a doubled in-store range next year, as it aims to provide customers with a fuller shop through an improved offer and better merchandising.
In the first half of 2004, the retailer - part of Big Food Group - will pilot a 5,000 SKU store. At present, an average Iceland store carries between 2,200 and 2,500 lines.
Buying director Karl Martin would not reveal the location of the trial shop, but said that the enlarged range is a direct response to customer demand.
He said: 'The fundamental reason why we're increasing the range is customer feedback. Customers have said that they think our offer is not complete enough for them to see us as somewhere they can do a full shop.' He added that the big range extension push will be in grocery, where up to 1,000 lines will be added.
The change will be achieved via higher shelving - already introduced in some store-types - and range modifications. For instance, if a store stocked 10 different types of baked beans, some would be taken off the shelves to make room for new products.
Iceland has had success with three new store models - core, core-plus and convenience - which are understood to have generated sales uplifts of between 12 per cent and 15 per cent.
The retailer will have converted 150 stores to the new formats by the end of this financial year, and a third of its portfolio by March 2005.
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