MIDCOUNTIES Co-operative which operates nine stores across Worcestershire has a reported a strong Christmas period.

The UK’s largest independent Co-operative has reported a 3.6 per cent increase in like-for-like sales across its food stores for the three weeks up to December 31.

The organisation says unique offers, including a discount scheme for members, helped it achieve the increased share Last year the retailer also began a three year £30m store investment programme which included the development of new formats for its supermarkets and convenience stores.

Phil Ponsonby, deputy chief executive of The Midcounties Co-operative, said: “Our rising sales over Christmas this year reflect the growing popularity of our stores and the quality of the product ranges we now offer.

“We’ve improved our product range, with our own locally sourced products and the new Co-op branded range getting a good response from customers. We are extremely grateful to our hard working store teams in producing these fantastic results.”

Midcounties introduced its Customer First initiative in 2016 to improve the customer experience within its stores.

Phil Ponsonby said: “Through our initiative, we’ve put our customers at the heart of our reinvestment programme.

"The layout of our refurbished stores supports shopper buying patterns, with merchandising that more easily allows people to shop.

“We have been particularly pleased with the results of our new format stores which are attracting new customers.

"We have seen sales increases of up to 40 per cent which is testament to the popularity of these new format stores and improved customer service.”