UK-based co-operative group Co-op has revealed plans to invest more than £240m in the next five years to increase its membership proposition.
The announcement comes as the retailer plans to increase its member base by a million and strengthen its membership offering.
Co-op, which has 4.5 million active members, is introducing exclusive pricing for its members to save up to £300 within its food business annually.
Members can save on the retailer’s Irresistible pizzas, ready meals, wine, British BBQ lines and fresh fruit ranges.
Co-op chief membership and customer officer Kenyatte Nelson said: “Our members lie at the heart of our Co-op, they trade more frequently across our business areas, they create additional value, which is returned back into communities and they have a say in how our Co-op operates.
“Our initial member-investment will be targeted within our food business and directly supports our pure convenience strategy. Currently around 16 million shoppers visit our stores each week or trade online with us.
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“Our ambition is that many will convert to being Co-op members, when they see the clear value this can bring to both themselves and their wider communities.”
In addition, Co-op will invest £15m next month to reduce the cost of more than 60 key lines in stores.
The investment takes the total investment in prices to £52m in just six months.
The latest price reduction will affect everyday lines such as fresh chicken breasts, bread and milk.
Earlier this month, Co-op reported a profit before tax of £247m in fiscal year 2022, representing an increase of £190m from £57m in fiscal year 2021.