RE: Great buying opportunity10 Jun 2024 09:40
Marketing Week:
Alex Russo told Marketing Week “the choice would be simple” if he had to choose between investing in pricing or a marketing campaign. “I would put it into pricing,” he said. “We are very aggressive on social media, which is free, but we don’t spend money on marketing. We create content.”
According to Russo, B&M is delivering “volume-led momentum”, with profits ahead of both pandemic and pre-pandemic benchmarks. Crediting the company’s “laser focus on low prices”, the B&M CEO claimed sustained volume growth is improving the retailer’s relationships with FMCG branded suppliers, reinforcing its position as the “fastest growing major customer for many.”
Like-for-like sales were also up 3.7%, compared with rival Poundland which reported a -2.8% sales decline for the same period.
With both retailers having focused on store rollouts over the past year, retail analyst at GlobalData, Sophie Mitchell, says this indicates B&M is “winning over consumers with its prices and product range”, while the retailer’s like-for-like performance suggests its stores will remain successful after their ‘honeymoon’ period.