• ‘Aladdin’s cave’ appeal – draws shoppers in search of unexpected bargains as well as the everyday essentials they expect to find
  • Growing grocery offer – although often thought of as a variety store, there are several aisles devoted to ambient food and alcohol
  • Master of seasonal promotions – B&M creates its own calendar as well as taking advantage of the traditional retail events

 

As B&M snaps up Heron Foods and ramps up its bricks-and-mortar expansion, we take a look inside one of its London stores.

Located on the busy Old Kent Road in Peckham, this B&M branch is atypical in that it is not on a retail park - the variety store group’s main focus - but still epitomises the retailer’s fundamental allure.

Footfall drivers

The store is laid out in supermarket-style aisles, and lives up to the ‘Aladdin’s Cave’ image that characterises B&M stores.

Unlike value rival The Range’s nearby Surrey Quays branch, the store lacks clear overhead signage to indicate what products can be found where.

However, it is likely that this is a deliberate choice to increase dwell-time as shoppers scour the aisles for bargains.

Creating a sense of urgency

Instead, B&M uses signs dotted around the shop to create a sense of urgency about its offer, highlighting special deals that will only be available while stock lasts.

Arora has said a key tactic to drive footfall has been to create a calendar of seasonal events outside traditional shopping peaks, and this was clear to see in store.

As well as store sections dedicated to summer holiday staples such as sunscreen and kid’s swimming costumes, this B&M branch has signs highlighting household cleaning items and displaying big name brands.

The retailer also has a substantial ambient food and alcohol offer.

B&M has said it was not prioritising bringing chilled foods into its stores, but if Heron Foods chilled food was sold customers could feasibly do a full grocery shop in B&M.