COSTCUTTER Supermarkets Group has launched a brand transformation programme aimed at boosting retailer sales.

The Shopper First Programme includes a new Costcutter brand designed to connect with shoppers, a new in-store design for the group’s stores and a fresh range of offers so retailers “can fully deliver their shoppers’ priority missions” - including a completely new Food to Go offer.

To create the programme, the Dunnington-based group said it had undertaken the most in-depth study of its shoppers in its 30-year history, right down to an individual store level.

As a result every retailer in the group now has access to detailed shopper profile information that means they can develop their store to best meet the needs of their shoppers.

Group customer director Jenny Wilson said: “The key to unlocking sales growth is to drive footfall. By putting the needs of our shoppers first, we are providing our retailers with the ability to respond to changing shopper expectations and buying habits.

“Delivered through an innovative unique brand and retail offer, our retailers can now engage shoppers with a truly distinctive proposition.”

The Costcutter brand has been transformed with a new look and the strapline “Shop the Way You Live”.

Internally the stores will feature new natural materials. Pilot stores go live from December, with all Costcutter marketing switching to the new brand from late November.