B&M's Wigan concept store shows how variety discount retailers in the UK are evolving beyond low prices to improve convenience, navigation and engagement.
At a Glance
UK variety discounters are entering a new phase of growth. While value remains central to their appeal, the retailers expected to perform best over the coming years are those investing in store experience, convenience and stronger customer propositions. As shoppers increasingly expect more than low prices alone, B&M's new concept store in Wigan provides an early look at how the retailer is evolving to meet those expectations.
A future store built in full view of shoppers
The Worthington Way store in Wigan is B&M's first "Store of the Future" and acts as a test bed for new layouts, merchandising approaches and customer-focused initiatives. Unlike many large refurbishment projects, the store remained fully operational throughout the transformation. Customers were able to shop as normal while the store evolved through seven separate refurbishment phases before reopening in its completed form in August 2026.
The project was planned using a 3D digital twin of the 55,000 sq ft store and garden centre. Combined with drone flyovers, this allowed teams to test layouts, signage and design concepts virtually before making physical changes. The approach reduced disruption, improved planning and helped B&M trial ideas before committing investment. It also reflects how technology is increasingly playing a role behind the scenes as retailers look to improve store development and operational efficiency.
Making value easier to shop
The most significant changes are focused on improving the shopping journey. Variety discounters have traditionally relied on broad assortments, treasure-hunt shopping and strong value credentials to drive footfall. However, the channel increasingly recognises that store standards, navigation and convenience are becoming just as important to future growth.
At Wigan, shoppers are greeted by a much more open entrance that provides clearer routes into key destinations including food, seasonal, health and beauty and homeware. A central power aisle runs through the store to the garden centre, helping customers move around more easily. Wider aisles, lower shelving and improved sightlines all contribute to a cleaner and more accessible shopping environment.
Navigation has also been strengthened through overhead department signs, branded category markers and clearer communication throughout the store. These improvements demonstrate how B&M is responding to a wider challenge facing variety discounters: creating stores that remain exciting to browse while making shopping quicker and more intuitive for customers who are increasingly short of time.
Building stronger destinations
IGD have forecast the variety discount channel will continue grow with a CAGR of 4.4% over the next five years, supported by shoppers' ongoing focus on value and retailers broadening their appeal beyond purely price-led shopping missions. B&M's concept store reflects this shift. Homeware and health and beauty have been expanded, while the site now features the largest frozen food department in the retailer's estate. Larger category destinations make it easier for customers to shop specific missions while also encouraging browsing and cross-category purchasing. Across the wider store, branded bays, furniture displays and prominent pricing continue to reinforce B&M's value credentials while creating a more engaging environment. Better merchandising, stronger destinations and a more appealing in-store environment can help increase dwell time, basket spend and shopper loyalty.
Technology supporting customers and colleagues
Several operational improvements have also been introduced. Some were developed directly in response to customer feedback, including increasing the availability of baskets and trolleys throughout the store. Customers can pick up shopping equipment at multiple locations, making it easier to adapt if a small trip develops into a larger shop. It is a simple change, but one designed to remove friction and support larger baskets.
Customer assistance buttons have been installed around the store and connect directly to colleagues through headsets. Rather than relying solely on tannoy announcements, staff can respond more quickly when help is needed. Wigan is one of only a small number of stores currently using the headset system, making it an important trial location for future developments.
The store is also the first B&M location to introduce self-checkouts. Alongside a cleaning robot, upgraded colleague facilities and more efficient heating and air-conditioning systems, these initiatives show how B&M is looking to improve both the customer and colleague experience while strengthening operational performance.
What it means for the future of value retail
The Wigan concept store highlights an important shift taking place across the variety discount channel. Price remains fundamental, but value alone is no longer enough to guarantee growth. Retailers also need strong store standards, better navigation, reliable availability and experiences that give shoppers reasons to visit beyond low prices.
B&M's investment in Wigan demonstrates how these improvements can be delivered without losing sight of the retailer's value credentials. From digital planning and simpler navigation to stronger category destinations and operational improvements, the store reflects many of the priorities shaping the next phase of growth in variety discount. Early signs suggest the approach is resonating with shoppers, with the retailer seeing the return of lapsed customers and larger trolley shops. As the channel continues to evolve, Wigan offers a useful blueprint for how value retailers can combine affordability with a better shopping experience.
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The new era of UK variety discounters
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