Co-op Retail Stores: Turning back the tide - IPA Effectiveness Awards Case Study 2000

Brief Description: This paper describes how the Co-op Food Retail Stores were transformed from a declining business to one with a healthy-looking future. The repositioning / relaunch included some store refurbishment and a loyalty card scheme. As a result of the campaign sales increased. Shopper profiles and perceptions changed in line with strategy. Brand 'trust' and reputation as well as staff morale improved. Profit estimated at £13.5 million of incremental profit for £6.6 million of ad spend ;---(TAGS)--- Full Title: Turning back the tide. Co-operative success story ; Number: 2000/20 ; Brand Name: Co-Op Retail Stores ; Client: Cws Retail ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Agency: Partners BDDH ; Author: Leslie Butterfield, Kate Waters ;