Conviviality Retail, owner of the Bargain Booze and Wine Rack franchises.
To develop an accessible bulk convenience franchise format to offer customers a category killer shopping experience in Beers, Wine and Spirits. Household were brought in to create a proposition, brand and format experience to match unmet consumer needs in the market. The concept should link to the values of Bargain Booze, but have its own destination appeal. The store should give the customer a differentiated experience – one of inspiration and stand out value ideas.
The Transformational Solution
To cut through the market, Household developed a concept that’s big on price and on personality. This was named ‘BB’s Warehouse’ by Household to keep it related to – but independent from – Bargain Booze, with ‘Warehouse’ saying ‘BIG’, and without announcing product specialisation such as wine.
BB’s Warehouse is a bulk buy warehouse format with all the convenience and benefit of an off-license. Target customers are those buying large: occasion buyers, students, and those shopping conveniently for home.
The brand marque is drawn from the bottles BB’s Warehouse sells – modern typography, with a ‘shine’ that ‘smiles’. The brand personality extends into fun iconography to drive out communications, such as the ‘Big Bear’ – this signifies colossal deals and is derived from BB’s. This iconography is designed to bring personality to permanent deals, always giving the customer more reasons to shop here, and return.
A backdrop of bare textures like brick and wood, overlaid with pops of colour bring warmth and personality and play host to signage offering up BB’s Warehouse’s navigation. It also serves to punctuate the mid-floor space with ideas. The signage shouts cheerfully and unashamedly to tell its deal-led customer they’ve come to the right place, encouraging exploration of the offer and reminding them that whatever quantities they buy, they’re still getting a bargain.
‘Go large’ invites bulk buying for better deals, ‘Mix and match’ encourages exploration of the choice, Stag and Hen party signage gives inspiration and unique bundles for big parties, while ‘Pay less here’ marks out the tills with pride.
“The brand is bold, fun and democratic. Too often shoppers are nervous about making the right choices when it comes to beers, wines and spirits, so this new format is designed to encourage shoppers to browse at their leisure, try something new and tailor the deals to suit their taste and budget.”
Diana Hunter, CEO of Conviviality Retail