Crawshaws returns to value offering sales growth

The Crawshaw Group’s change in pricing and range has paid dividends for the butchery chain, with a sales and footfall increase. 

The company’s like-for-like (LFL) sales performance improved from -15.8% for the first seven weeks of the second half of the year to -8.1% for the four weeks to 27 November 2016. Customer numbers saw a 13% improvement over the same period.

Following the initial drop in sales, Crawshaws moved quickly to reinstate promotional mechanics that it had removed as part of an estate refresh earlier in the year. It also reintroduced localised ranging and promotions.

In a trading update, it said: “We have made good progress, restoring sales momentum since our last trading update on 29 September 2016. Our renewed value-led product and marketing focus, together with a return to localised ranging, is beginning to work, resulting in a good progression in customer numbers and sales performance.”

Noel Collett, CEO, said: “We are encouraged by the customer reaction to the changes we’ve made to the proposition and are confident sales will continue to improve through the important winter and festive period. Our store teams are set to give our customers a great Christmas, which will provide the platform to further restore sales momentum in the New Year.”

The business expects that sales will improve in December in the run-up to Christmas.

“We expect the rate of improvement in LFL sales to further improve in December as our returning customers trade across the breadth of our seasonal offer and our existing customers benefit from better-value Christmas meat hampers and redeeming their savings club cards.

“The board are confident in the actions taken so far and are encouraged by the early improvements in sales, but note the importance of this progress being maintained through the key winter and festive period to deliver full-year profit expectations.”

Meanwhile, it also celebrated the opening of its 50th store in Gorton, Manchester. This site is the second standalone factory shop to open in 2016.

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