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Shopper psychologist Phillip Adcock went undercover with Retail Newsagent to discover some of the secrets behind the success of symbol groups
At the Premier store, there is a Subway concession. Mr Adcock describes this as “brilliant”. Linking up with the international sandwich chain, the retailer has a top quality lunchtime offering that competes with a nearby Gregg’s bakery. He adds that the presence of the sandwich company to one side of the store influences the rest of the shop too: “You’ve got the smell of warm fresh food going through the whole store,” he says.
WHAT CAN YOU DO?
This is an example of how symbol groups offer retailers a way of bringing new and
innovative elements into convenience retail. Does your symbol group offer the opportunity to link up with large food-to-go brands?
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