The University Co-op Bookshop has undergone a transformation unveiling a new look and a formal name change as it positions itself from being an on-campus uni bookshop to an omni-channel retailer.

To be now known as the Co-op, the rebrand comes to meet the changing needs of its 1.66 million members. This is company’s first official rebrand since it was established 55 years ago.

The past nine months saw the implementation of new CRM systems, a new website and a loyalty programs to allow the Co-op connect and understand its members in-store, online, via mobile, social media and through its communities.

 A new logo has also been designed, representing the Co-op’s vitality and enthusiasm to continually provide innovative solutions for its members. The progressive and contemporary design signifies a sense of unity and a sharing of common direction.

The change has occurred under the new management team led by Peter Knock (Chief Executive Officer), Greg Smith (Chief Marketing Officer) and Thorsten Wichtendahl (Chief Operating Officer) who consulted internal and external stakeholders, including suppliers, on a number of occasions.

Speaking to RetailBiz, Greg Smith, the Co-op CMO, said the rebrand was a logical step for the company.

“The branding is only the tip of the iceberg and the only logical thing to do as part of the transformation,” he said.

“Revolution is evolution. The world has changed, customers have changed, members have changed and so we have to evolve ourselves to the changing time.”

The Co-op’s rebrand will be rolled out across its network in time for the return of university from next month while its new branding has already been unveiled on the Co-op website.