Tesco unveils "transformed" BWS aisle at new concept stores

By Richard Siddle

Published: 13 August, 2013

Tesco has unveiled what it is a calling a "completely transformed" beers, wines and spirits aisle which is part of its new concept stores which opened this week in Watford, Coventry and Purley designed to become retail destinations for its customers.

Aware of the threat of losing revenue to online shoppers, Tesco has created a new store concept that it hopes will encourage customers to visit these sites not just to do their shopping but for a morning or afternoon out complete with restaurants, coffee shops and even fitness and community centres. What Tesco sees as "compelling, new retail destinations for customers".

The "transformed" BWS fixture has been designed "to create a space to inspire and engage customers and to encourage them to spend more time browsing the range".

The traditional BWS aisle format has been replaced by a "light, open space with a variety of mods containing seasonal specialities, fine wine and Champagne collections, a cocktail zone and premium cider and ale selections". The drinks fixture has also been moved from its usual position at the back of the store and all signage has been changed to fit in with the rest of the store's branding.

Key changes to the BWS fixture, which have taken a year to come to market, include:

lowering of all BWS shelving to enable customers to see across the drinks fixture

chiller units are now included as part of the fixture

iPads are available for customers to carry out further product searches in areas such as malt whisky

screens have been added to the spirits area to show customers how to make cocktails whilst they shop the fixture

gondola ends are being used to highlight seasonal products rather than just be used for promotions and discount

the soft drinks fixture has been brought alongside spirits to encourage cross purchasing with serving suggestions

Gavin Warburton, category director for beers and spirits said: "The new fixture is in keeping with how the BWS category is viewed, it reflects the excitement and enjoyment customers get from the products and has really put the category at the heart of the new stores.

"We have included a variety of screens and educational tools within the new area to inspire and educate our customers, from changing the way they think about what spirits to use in cocktails to pointing out the differences between a variety of ales and ciders.

"Chiller units for beer and wine have been added throughout the space as customers have told us they want the option to buy these products chilled. Also, depending on the location of the store, the feature zones for seasonal products and regional products is different to offer customers a more personalised range.

"I'm delighted with the look of each of the three stores; the BWS areas really reflect the passion the team has for its products."

Tesco Watford Post-Renovation

Emma Biggs, category format manager for BWS, added: "The new layout of the BWS area is fresh, clear and easy to navigate and we hope our customers will agree.

"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'."

Tesco's BWS team will now be consulted on any improvements they would like to see in the fixture ahead of the aisles being extended across other Tesco stores. Biggs also welcomed feedback from the trade as a whole on the new look stores and BWS fixture. " I encourage everyone to visit one of these refreshed stores if they are able to - we would be interested to hear your thoughts."

Other developments include the introduction of specialist food, drink and beauty concessions including at the Watford Extra site a Giraffe family restaurant, a Harris+Hoole coffee shop and Euphorium and The Bakery Project under one roof for the first time. It will also feature a F&F fashion concession where customers will be able to get advice from in-store consultants and assistants or have nail and beauty treatments. Tesco is also including free of charge a community space area for local groups to use for meetings or events.