In food and drink retail, convenience is king, and the growth in the FMCG market reflects this. However, convenience does not have to mean poor quality, especially in a climate where consumers are more aware of the impact of what they eat on their health. Storrd, a new premium convenience store in London’s Camden, is redefining British specialty retail with its fresh spin on convenience.
Storrd’s managing director, Rachel Andre, says the idea for the store has been brewing for nearly two years. The venture capital fund, Mount Group, wanted to explore retail, and they saw an opportunity in the convenience market. British convenience shopping has largely consisted of mini supermarkets or corner shops, but Storrd aims to be a one-stop-shop that feels bright, beautiful, and modern, with flexible pricing and something for everyone.
The Concept Behind Storrd
The vision for Storrd is to offer a wide range of products, from Bold Beans to Heinz, and from Haribos to Neat Sweets. The store’s marketing lead, Kyle Meeser, says they want to do things differently, with a focus on cool brands, a hot food counter, and electronic pricing that gives them flexibility and reactivity. Capturing the hearts of the community is also important, and they want to get to know the local residents and improve their store and selection accordingly.
Camden was chosen as the first location for Storrd due to its melting pot of cultures and different types of people. The team felt it would be a great testing ground for the Storrd concept, and they’ve been proved right. The store has a contemporary setting, with fresh produce and high-quality food-to-go, and customers can get things like harissa chicken and chorizo beans from the hot meal counter.
The Shopping Experience at Storrd
The food counter and food-to-go are critical parts of what sets Storrd apart. They want to offer amazing meal deals and dine-in deals, and they’re looking at what people actually want. Technology is also central to the customer experience, with electronic pricing and a Whatsapp click and collect and delivery service launching by the end of February. The service will allow customers to message Storrd and order a coffee or other items, which will be ready for them when they arrive.
Loyalty is also important, and Storrd wants to make it easy for customers to earn points without having to take out a card or scan it.
Key Lines and Hero Brands
Storrd offers a good mix of quirky, start-up brands, and nostalgic, known, household names. Other Foods, maker of crispy mushroom snacks, is a line that’s going down well, and Fieldgoods in frozen food is also popular.
The Storrd concept is going down well with local shoppers, who are delighted with the dog-friendly store and the wide range of products on offer. The team is buoyed by the response and is using feedback from customers to improve the store and its selection. They’re lucky to have constant feedback from conversations with people, which means they can ensure the store is what customers actually want.
Future Plans for Storrd
At the time of writing, a lease was about to be signed for a second outlet of Storrd in Holborn, which will be based initially on the Camden shop but adapt over time to the different array of customers in that part of the city. They have ambitions to expand Storrd, but the team wants to establish a solid foundation at their initial openings and take note of all the common factors that make them universally successful to draw up future plans.
The signs so far show that what they’re doing is working, and customers are prepared to spend more on better quality food and drink in a convenience setting. With the cost-of-living crisis and everything seen in the news, the team sees challenges for everyday consumers, especially Gen-Z, who are all about treats and experiences. The beauty of what Storrd is doing is that it’s ‘high-low’, building a basket that isn’t necessarily going to cost a fortune, and that’s what sets them apart from other convenience stores.
Rachel Andre and her team are focusing on the present and the future of Storrd.
They are working to improve the store and its selection.
Storrd is redefining British specialty retail.
