New stores: Go Local

Re-energised

A Merseyside-based store has undergone significant improvements since switching fascias.

Paul Edwards, who has operated his store in Oxton in Merseyside for 20 years, has become part of the Go Local Extra network.

Paul oversees the 1,000sq ft store with his wife Kirsten, who operates the integrated Post Office at 23-25 Rosemount, Oxton. The store’s day-to-day running is handled by store manager Mike Fletcher, who first started at the store as a paperboy at the age of 13 more than 15 years ago.

The store currently employs a team of 10 people. Paul worked with Parfett’s Store Development Manager, Antony Downing, who challenged his thinking in terms of store layout with a real focus given to customers’ in-store experience. As Oxton is a conservation area, all the renovations and improvements needed to fall within with local guidelines.

The retailer has now undertaken significant store improvements, including new chiller units and increased shelving space.

In addition, Paul has extended the store’s range to generate greater footfall. This includes stocking fresh, handcrafted doughnuts from Planet Doughnut together with daily fresh cakes, sandwiches and savouries from the independent bakery next door, which Paul and Kirsten also own.

INTERVENTION

The store is part of the nationwide ‘Reducing the Strength’ campaign, an increasingly popular intervention in which local authorities ask retailers to stop selling ‘super-strength’ beers and ciders to help combat alcohol abuse.

Paul commented: “We wanted to reinvent the wheel with our new look store and provide our customers with a facility and service that would knock their socks off, but we also wanted to be sympathetic to local conservation guidelines. I’m proud to say that all the hard work has paid off, and we have achieved our goals.”

“We wanted to reinvent the wheel with our new look store and provide our customers with a facility and service that would knock their socks off.”

He added: “It was easy to team up with Parfetts and Go Local. The store staff are delighted with the new look and are completely re-energised since the re-opening. Parfetts have also been supportive with stock availability and delivery. The support team is always on hand to help us operate efficiently. As a result, the store was wholly stocked within two days before launch.”

Steve Moore, head of retail at Parfetts, said: “Paul is an experienced, first class retailer who we’ve enjoyed working closely with to ensure the store is not only high impact, but well equipped to meet the needs of all customers. The store has embraced the promotions we offer with real enthusiasm. This has translated into strong sales, and the availability of own-brand produce on the shelf means customers are getting value and great choice.

IMPACT

“The new look Go Local Extra store looks great and has already made an impact on customers with footfall steadily increasing. Paul and Kirsten are hard-working retailers who know what they want to achieve but are open to new approaches and systems. We are fully behind the couple and their dedicated team and look forward to building on this success as they further develop their retail offering.”