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Jack’s new Wakefield store opening

The team at FPP visited Jack’s Wakefield on the new store opening day on 14th November – this is the tenth Jack’s store launch since Tesco launched their version of a discount supermarket last year. 

Designed to compete with the German discounters this is the first of the Jack’s outlets which is over 1km from the nearest Aldi or Lidl- one part of the wider test and learn strategy Tesco are operating for these stores. This low-cost business model is designed to keep prices down and with smaller overall running costs.

Our thoughts

Jack’s have certainly delivered on their promise of a ‘no-fuss approach’, with a simplified range of products, no fancy fixtures or fittings and no added extras. In addition to the own label Jack’s-branded goods, there were some familiar grocery brands on offer and a good launch day selection of goods available on ‘WIGIG’ offers. In many commodity categories the Jack’s packaging had standout and the designs felt more premium than the price points reflected.

The best of British key sentiment was executed well throughout the store and individual locality felt important “Bread, freshly baked in Wakefield today” along with a location labelled charity button-donation unit at the store exit. 

For brands

The only branded POS we saw in store was a Schweppes FSDU in the alcohol aisle. Fanta did have a 6-sheet outside of the main entrance; although as this was for a Halloween limited edition product (and the store opened after Halloween) it looks like they may have received this as incremental media from Tesco main estate spend. We spoke with the Head of Fresh and Frozen for Jack’s who advised that there could be opportunities for branded shopper marketing, although this hasn’t so far been a priority for the initial launch stores, listed brands should proactively approach Jack’s with support and collaboration proposals.

Source: Dec 2 | Innovation