BWG unveils new look XL

National business development manger, Colm Fitzsimons, pictured outside new look XL store, Corrig’s in Dun Laoghaire
National business development manger, Colm Fitzsimons, pictured outside new look XL store, Corrig’s in Dun Laoghaire

The XL Stop & Shop group has been given a fresh new image and new branding, shortening the banner name down to just XL


Brand Central

16 November 2009

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BWG Foods has revealed a complete makeover of its XL convenience store brand, shortening the name from XL Stop & Shop and upgrading the store image, layout, and offering.

Following a strategic review earlier this year, which involved comprehensive consumer and retailer research, the brand and store image have been refreshed and a greater emphasis has been put on communication with shoppers in terms of value and special offers – the underpinning brand promise of XL.

Commenting on the development, national business development manger, Colm Fitzsimons, said: “In carrying out this re-branding exercise our objective is to modernise the store look and feel without compromising the basic premise of our retail model; being an affordable and attractive option for independent retailers. The outcome is a fresh and vibrant brand and the feedback from retailers and consumers alike is extremely positive.

“The findings from our research uncovered a strong connection between XL stores and the communities they serve, so the shortening of the brand name to XL takes into account retailer preferences for co-branding (i.e. Murphy’s XL), something very important to our independent retailers given their strong neighbourhood presence. We have also created a new tag line: ‘a great deal more at your local store,’ which we feel strongly reflects the breadth of the XL store offering, from deli to coffee-on-the-go and everyday convenience products,” said Fitzsimons.

This re-branding coincides with XL’s increased emphasis on pricing and value for money offers. An aggressive marketing campaign is underway throughout XL stores in the form of monthly ‘Big Deal’ promotions, such as a can of Coke and Cadbury snack bar for 99c or a 1L Ballygowan Sports Still water for 99c.

Currently, 10 stores across the country have already converted to the new image, with other stores set to change over in 2010. The new branding will be used both externally and in-store, from grocery aisles to deli counters, and on all ticketing, POS and advertising materials.



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