ParknShop rolls out high-end brand

Supermarket chain ParknShop is embarking on a year-long repositioning drive involving a number of its outlets. <BR>The revamp reflects growing consumer demand for a 'complete shopping experience', and has led to the roll- out of the new 'Taste' brand in Hong Kong, handled by ParknShop's inhouse marketing department. <BR><BR>The new concept hinges on a 'More than food' proposition, which communicates additional products and services carried at the stores. It also separates Taste from the incumbent ParknShop brand by targeting high-end consumers.<BR><BR>Two stores have already been rebranded as Taste, with several more outlets likely to switch by year-end. According to supermarket chiefs, the new Taste stores have a more modern feel, and carry a wider range of goods, spanning kitchenware and bedding products, along with deli-style counters, in addition to regular supermarket products. <BR>New stores are planned for areas which are deemed to have an 'East meets West' customer profile, a key consideration when launching the new Taste brand at Festival Walk and Citygate Tung Chung.  <BR><BR>"Both Festival Walk and Citygate were chosen as they are centres with mixed customer profiles, as ideal locations to open fine food stores that match the changing needs of affluent customers," said a spokesperson for Taste.<BR><BR>"Consumers are getting more sophisticated and we see an increasing need for quality, innovative products and services at competitive prices. Therefore, our aim is to fill that niche, and we also intend to offer customers fun and excitement when they shop for food."