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Countdown is a New Zealand full-service discount supermarket chain owned by Woolworths Limited.

Founded in 1981, Countdown is now the flagship brand of Progressive Enterprises, Woolworths' New Zealand supermarket subsidiary, with 75 supermarkets across New Zealand. Although stores vary in size, Countdown stores are normally larger than average (newer supermarkets are around 4,000–4,400 m ² /43,000–47,000 sq ft) and are able to sell products slightly more cheaply than smaller Foodtown and Woolworths supermarkets.

"New Generation" Countdowns - those that have been built or refurbished since mid-2008 - have 30% of their retail floor space dedicated to fresh foods, a wider range of products (up to 30,000 items), and energy-efficient and sustainable heating and refrigeration systems. Older Countdowns follow the pattern of other New Zealand supermarkets.

In September 2009, Progressive Enterprises announced it would rebrand all its Foodtown and Woolworths stores to Countdown over the next five years as stores are refurbished.

History

1981 - 1992 Countdown Foodmarkets - Rattrays

In May 1981, the first Countdown market opened in Northlands, Christchurch. This business was established by Rattrays Wholesale and gained momentum through this decade. The Rattrays Wholesale Group included the Rattrays Cash and Carry warehouses, tobacco vans, now known as the Red Arrow Distributors fleet and also included the SuperValue group of franchised supermarkets and now operating as SuperValue/FreshChoice.

In 1992 Foodland Associated Limited (FAL) Australia, purchased the Countdown/Rattrays business. This acquisition was then followed by gaining a majority share holding in Progressive Enterprises Limited, including General Distributors Limited, trading as the Foodtown.

1993 - 2005 Progressive Enterprises - Foodland Associated Limited (FAL)

In October 1993 Foodland Associated Limited (FAL) brought the majority shareholding in Progressive Enterprises from Coles Myer and shortly after brought all remaining public shares and delisted Progressive from the New Zealand stock exchange. With this purchase Progressive Enterprises became the parent company for a number of FAL brands. Progressive Enterprises consisted of: Foodtown Supermarkets, Countdown, 3 Guys, Georgie Pie Restaurants, Rattrays and Supervalue.

On June 17, 2002 Progressive Enterprises Ltd bought Woolworths (NZ) Ltd from Hong Kong based owners Dairy Farm Group. The sale saw Progressive's supermarket brands Foodtown, Countdown, 3 Guys, SuperValue and FreshChoice joined by Woolworths, Big Fresh and Price Chopper. As a result PEL increased its share of the NZ grocery market to approximately 45%.

During the period of 1993 - 2005 Countdown evolved from a Foodmarket type format offering mainly groceries to a Full Service Discount Supermarket. The stores vary in size due to the consolidation of brands after the merger with Woolworths (NZ) Ltd. Many Big Fresh, Price Chopper and 3 Guys stores were rebranded to Coundown stores during after this merger.

2005 - present Progressive Enterprises - Woolworths Limited

On November 24, 2005 Australian company Woolworths Limited purchased Progressive Enterprises Limited from Foodland Associated Limited.

October 2006, Progressive Enterprises announced a Discount Fuel Scheme with Gull Petroleum and Shell to offer discounts on petrol when shoppers spend $40 or more in their Woolworths, Foodtown or Countdown Stores. This scheme is similar to the one their Parent company Woolworths Limited offers in Australia.

July 2008, Onecard which was previously only available to Woolworths and Foodtown customers was extended to Countdown

Operations

As of November 2009, there are a total of 75 Countdown supermarkets operating throughout the North and South Islands of New Zealand.

Marketing and Branding

Countdown's current branding was introduced on 21 September 2009. The word "Countdown" remained the red of the older logo, but with a slightly different font. The light green background disappeared and a logo and the slogan "Shop Smarter" was added. The logo - representing fresh produce - is also used by Woolworths stores in Australia.

On stores, the slogan is missing and the word "Countdown" is white. The logo and name sit on a black background.

Countdown's current slogan is "Shop Smarter" , which was introduced in mid-2009 to the Countdown, Woolworths and Foodtown brands. The new slogan also accompanied the introduction of "The Smart Shopper", a series of 60-second thrice-weekly television segment hosted by Richard Till.

Loyalty schemes

Countdown has two major loyalty schemes, which it shares with both the Woolworths and Foodtown brands.

onecard

Onecard is Countdown's discount and rewards programme, introduced to Countdown in July 2008 after previously only being available at Foodtown and Woolworths stores. The actual Onecard is a standard magnetic stripe card that is loaded into the POS system via the EFTPOS terminal. Apart from giving discounts on "Onecard specials" (specials only available to Onecard holders), points are accumulated for spending whole $10 units or buying products with Onecard bonus points. These points are automatically redeemed three times a year for cash vouchers. The Onecard is also used for competitions - entry is automatic when the Onecard is swiped after filling competition conditions (e.g. buying a specific product).

Fuel discounts

Introduced in 2006, Countdown supermarkets offer fuel discounts for all transactions over $20 (as of September 2009). These discounts can be redeemed at Shell and Gull petrol stations.

Private Label brands

Countdown has six private label brands - of which all except Signature Range are in common with private label brands of Woolworths Supermarkets Australia.

• Woolworths Select
• Woolworths Home Brand
• Woolworths Naytura
• Woolworths Freefrom
• Woolworths Essentials
• Signature Range

See also

• Woolworths
• Foodtown
• Woolworths @ Gull
• Woolworths Limited
• Progressive Enterprises
• Woolworths Supermarkets Australia
• Big Fresh
• Price Chopper

References

1. ^ "Fact file". Progressive Enterprises . http://www.progressive.co.nz/about_us/index.asp . Retrieved 2008-06-14 .  
2. ^ http://www.progressive.co.nz/our-company/news--media-releases/new-generation-countdown-supermarket-for-newtown
3. ^ http://www.progressive.co.nz/our-company/new-generation-countdown
4. ^ http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10598786
5. ^ http://www.progressive.co.nz/our-company/news--media-releases/smart-shopper-launch

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