Off licence and convenience chain, Bargain Booze has appointed integrated marketing agency McCann Manchester to conduct a full research and insight programme into the Bargain Booze family of brands.
Following a competitive pitch McCann will now be working across Bargain Booze’s branded retail portfolio which includes Bargain Booze, Bargain Booze Plus, Select Convenience and Thorougoods.
Marketing director for the chain, Adam Burnett, commented: “We’re making a significant investment in understanding how we can improve and evolve our high street store formats and brands.
“The project is intended to future proof our growth by keeping us ahead of the market and understanding consumer attitudes and preferences. We are expecting to identify opportunities to develop new ideas and initiative across products ranges, merchandising and services.”
McCann Manchester senior account director, Richard Aldiss, added: “Bargain Booze is a brand that has excellent distribution and a loyal customer base and our brief will look to understand consumer perceptions of the various brands the company operates.
“A brand like Bargain Booze resonates strongly with consumers in the current economic climate and our brief is all about finding those all-important insights into how the brand is perceived.”