bira Member magazine - June 2018

THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 18 | JUNE 2018

Best foot

forward

In Bury St Edmunds, Carolyn Stennett of Chica Shoes keeps things nice and simple

Get more for less You’re challenged to offer your customers more for less so our aim is to deliver you more cover in less time. Because time is money.

We have recently upgraded our insurance package that is unique to bira members and includes:

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Have you seen our new and improved policy exclusively available to bira members?

Comment

Our suppliers truly deliver CEO Alan Hawkins tips his hat to bira’s vital partners and providers their support of the bira conference and awards makes it possible for us to put on something truly outstanding and inspiring.

More than that, however, we really are blessed in having a successful buying group in our trade association armoury. You can buy with confidence from a company whose only motive is to negotiate good deals on your behalf, supported by the knowledge that 100% of any residual profit is ploughed back into the trade association.

In financial terms the revenue from our suppliers is second only to that of members’ subscriptions. And our membership fees are only kept as low as they are due to the win-win relationship with our buying group. I hope members will show their appreciation in the way suppliers really like – with more orders. bira direct doesn’t fit the model of some suppliers, so we are always open to explore other ways of working together.

Jeff Moody has a lot on his plate as managing director of bira direct and with the impending

retirement of Bob Jarrett, Jeff now is also heading up our service provisions in all areas, including our Big Three of insurance, credit cards and member HR support. The same level of confidence that surrounds bira direct should encourage you to turn to bira for all your service needs, for everything you need to support the running of your business.

Our offering is wide, from utilities, computer advice, tax and VAT support, pensions, business rates and telecoms, down to the more practical areas of stationery, office fittings, equipment and the like. The quality of the teams Jeff leads will ensure you are not disappointed.

In the past three issues I have reflected on bira’s trading subsidiaries in banking, publishing, and buying. There is so much more to reflect on in the remaining issues before my retirement, so please keep reading. Which shall I do first, our world-class Oxford Summer School or our growing parliamentary influence.

Can anybody lend me a coin?

Cover photograph: Paul Driver

YOU WILL FIND extensive coverage of this year’s splendid conference and awards on pages 7-15. In my view, the mood among delegates seemed especially positive, despite difficult times in the high street. The prosperity of our independents centre on their willingness to adapt and accept change, while at the same time building on their unrivalled product knowledge and customer service levels.

There were a lot of bira award winners in attendance on 10 May, so my sample may have been biased, but there was plenty of evidence of positive thinking. You could gauge the spirit of adapting to circumstances by the excellent way Kiran Josan accepted the chain of presidential office due to her husband Surinder’s enforced absence in India following the unexpected death of his father. Kiran was amazing and this impressive duo will soon be firing on all cylinders again.

The events of 10 May promoted me to reflect on the role of the suppliers and service providers to our industry. In a narrow sense

IN THIS EDITION ISSUE 18 JUNE 2018

This is your bira magazine, so share your news, views and ideas with like-minded retailers by contacting us at editorial@bira.co.uk All contributions will be gratefully received JUNE 2018

news for 2 Trade bira members

Positive vibes from our conference, landlord pays tenants’ subs to join bira

good company: foot winners 7 InConference 2018 16Best forward 12Awards 2018 Levi Roots urges indies to be themselves and to stand out from the rest of the pack

Three cheers for the victors in our annual festival of excellence in independent retailing

out look to 27Turned nice again 21Cookshops to social media 23 Welcome the community Owners compensate for declining footfall with more digital promotion

New bira members from across the country introduce themselves to the group

Counterpoint's Mrs Slocombe loses her sunny disposition when it snows

Carolyn Stennett of Chica Shoes has made a success out of doing things her way

Last Word: 32The John McKee Hanover Healthfoods in Edinburgh has been trading since 1904. Is it the UK's oldest?

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TRADE NEWS

THE DISAPPOINTING SALES figures from bira’s Sales Monitor for the first quarter of 2018 come as no surprise following the bad weather and early Easter. Overall, 57.44% of respondents reported a lower performance than in Q1 2017.

Of those in decline, the average business was down -11.5%.

Sales of shovels and sledges may well have been Quarterly itor Sales Monrter high during Q1, but these to Qua Quar 31 March 2018 ter to weren’t enough to pick up 31 M arch 2018 sales for the sector. Hard42.5 6% 7.98% 57.44% -3.19 ware and DIY saw a -2.86% selves better as the New -11.5 % % lower performance against Year started.

-1.14 % the same quarter last year.

Our members in Wales +7.79 % -3.36 -10% % The early Easter could well continue their positive figures -5 .04% -3.59 % -0.82 -7.77 % have impacted the usual from 2017 with retailers being % +1.53 % spring seasonal build-up for +7.79% up on Q1 in 2018. This is DIY projects around the home. in stark contrast to our London The worst performing sector was and South East-based respondcards, stationery, crafts and hobbies, ents, who saw a -7.77% decline which was down by -11.25%. Other sectors sufoverall. Northern Ireland was our fering included gifts, glass, china, jewellery, accesworst-performing region, suffering sories and luggage (-5.05%) and books, toys, music a very poor -10% decline. and computers/telecoms (-5.33%).

Despite some positive news for certain areas Bucking the trend were our garden and horti- and sectors, some 54.13% of our retailers are feeling cultural machinery sector (+3%) and health stores anxious about the year ahead. Let’s hope the second members (+2.57%), which is perhaps to be expected quarter will bring better weather and a consequent in Q1 with people committing to look after them- uplift in sales across all sectors and regions. bira Qua rterly Sale s Mon itor: Q1

Snowy sales weather in but hea the DIY not enough and Ha New lth stores rdwareto lift Year ben

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We have a female monarch, a female prime minister and for a few days in May we also - unexpectedly - had a female bira national president.

Congratulations go to Kiran Josan, wife of incoming president Surinder Josan, who bravely stepped into his shoes at short notice for the inauguration ceremony at the bira AGM on 10 May. Sadly, Surinder had to be in India following the unexpected death of his elderly father, who was on holiday in the Punjab. Surinder was able to be with him before he died and then stayed on to organise the funeral.

Vin Vara handed over the splendid chain of office to Kiran, who seemed to take to it very well indeed. Bravo!

Health store sales up, DIY sales down in Q1

North

bira's First Lady holds the fort

2

16/0

5/20

Vin Vara congratulates Kiran Josan

18

10:1

6

bira bank finances Toyota and Lexus deals A NEW FINANCING deal from bira bank offers average savings of 20% off the price of all Lexus or Toyota listed models, including hybrids. Fleet discounts your local trader will not be able to match will be available through any Toyota or Lexus UK dealership.

Launched at the bira conference, the deal covers, for example, the new Toyota Hilux (right), which is a hardwearing business workhorse and comfortable leisure 4x4. Europe’s bestselling pick-up, it has a low BIK (benefit-in-kind value) for tax purposes.

Other models in the offer include hybrids such as the Toyota Prius, Auris or Lexus CT.

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These benefit from no road tax, free parking in many UK locations, subsidised NCP rates, free charge points and low BIK value, offering further savings in funding company cars.

This financing deal, exclusive to bira bank, is available to bira members, their business, their staff or their family. If you would like to take advantage of this unique opportunity or find out more details, call Dave Baker on 0121 446 6688.

JUNE 2018

TRADE NEWS

How was the conference for you?

Happy smiles from all the bira Awards winners 2018

Goodbyes and good times at bira’s big day DELEGATES TO THE bira conference and awards on 10 May left Jury's Inn, Hinckley Island, Leicester with a spring in their step after a busy programme of inspiring presentations, thoughtprovoking discussions and an enthusiastic celebration of the best in independent retailing.

There was a sense that a new era is beginning for the association too as the event was the last to see Alan Hawkins as CEO. Long-serving director Bob Jarrett is also retiring this summer and fulsome praise was paid to both for their careers with bira and its predecessor organisations.

The star of the show was Levi Roots, the charismatic entrepreneur behind the Reggae Reggae sauce phenomenon. His rags-to-riches story struck a chord with his audience and there was

widespread praise afterwards for his modesty, his humour and his fierce work ethic.

After the busy conference during the day, things became more relaxed and more boisterous in the evening when bira's annual awards were distributed with Reverend Richard Coles as the amusing host.

The Retail Business of the Year accolade went to Aspire Style, a mini-chain of five womenswear and lifestyle stores in the Midlands, Founders Emma Woodward and Samantha Yair had told their story to the conference during the day.

Among the supplier categories, Brand Essentials, EPE and Stax Trade Centres all won.

For a full report on the day, see pages 7-15.

Exclusive offers at Exclusively events THERE’S NOT LONG left to book your place at this year’s Exclusively Housewares and Exclusively Electrical exhibitions. On 12-13 June suppliers will showcase new products, Christmas collections and preview spring/summer launches at the Business Design Centre, Islington, London.

The bira Bonus, a special offer exclusively for bira members attending the show, will give £100 off any orders worth over £300 (ex-VAT) placed with bira direct suppliers at the event.

Will Jones, director of housewares at BHETA, organiser of the Exclusively shows, says: “We are delighted to have reached agreement to work closely with bira to support the independent sector. For bira suppliers this offers opportunities to open many new accounts and further build business with existing accounts. This offer highlights our commitment to both bira members and suppliers.”

The offer is limited to one bira Bonus per member. Vouchers need to be claimed and redeemed at the show. To ensure you do not miss out on this JUNE 2018

opportunity, please confirm your attendance as soon as possible by visiting exclusivelyshows.co.uk.

Also at the event, the right buying decisions can be inspired by a visit to the trend hub created by design trend agency Scarlet Opus using exhibitors’ products that align with key design trends for 2018/19.

The displays will focus on an AW2018-19 trend called Imperfect Beauty, which is tipped to be a very popular Christmas merchandising theme, and two trends for 2019. The selected products will be shown alongside the trend colour palettes, styling and descriptions.

Additionally, visitors can enter a draw in a “Survive and Thrive” competition by leaving their business card on the Scarlet Opus stand. The lucky winner will be visited by the Scarlet Opus team, who will review the store’s layout and decor, the product offer, merchandising, the customer experience offered by these elements and the retailer’s online offer (including website and social media use).

"I THINK THIS was the best conference I've been to. Levi Roots doing the closing address was the obvious star, an insprational turn, and the rest of the programme was consistently strong with something for everybody."

So said past president Bruce McLaren, summing up a widely held opinion after the bira conference and awards on 10 May. For Claire Leigh, owner of the Two Ducks gift and fashion shop in Woking, Surrey, a couple of comments from the nine break-out sessions struck a chord.

Someone said, when the high street dies, so does the community. I wondered what my high street would look like without Two Ducks," she said. "Also telling was the comment, the only thing people are loyal to is convenience. We all have to be flexible in what we do to make the customer journey easy."

Matthew Hansford, owner of the Hansfords menswear store in Chichester, West Sussex, was among those who appreciated the emphasis on embracing the digital revolution. "After the conference, I now realise that we have to do social media better."

Joan Woulfe of online retailer Cooking Marvellous would welcome even more sessions on ecommerce at future conferences as she is more advanced in this area than most bira members: "I admit we are an unusual member, being both online and export-focused. We really enjoyed Levi Roots and Reverend Richard Coles at the awards. It was nice to catch up with old faces too."

Emma Woodward of Aspire Style, which was named Retail Business of the Year at the awards, left Jurys Inn at Hinckley Island, Leicester, full of ideas: "This was our third conference and it was a really good opportunity to network and share ideas. The breakout sessions were excellent and provided us with ideas that we can implement in the shops quite quickly. We also liked Hardeep Singh Kohli as the conference host.

He came over as so genuine and engaged in the whole thing."

For all the photos from the conference and awards, see pages 7-15.

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TRADE NEWS

We continue the rates battle via the media Mark Fox (left) is the new general sales manager at EPE Group, the UK’s leading distributor of branded small domestic appliances and cookware. In his role, Mark will oversee external and internal sales teams. Most recently in his 15-year career, he worked for three years for Spectrum Brands, a key supplier to EPE. Noel Pamment, EPE’s MD (right), said: “We are sure Mark will use his wealth of experience and knowledge to drive our sales arm, which includes a 15-strong team of regional sales managers across the UK.”

BIRA’S CALL FOR swift and widespread reform Norwich, which is closing its shop to trade solely of the much-criticised business rates system was online, said: “We are still a profitable and wellgiven wide publicity in a feature in the Sunday run business, and we are taking the decision Express on 29 April. now because we are not being CEO Alan Hawkins and None of us can pushed into it. bira members Chris Abbott of “We look ahead and if we understand Abbotts DIY in Ottery St Mary, look at the pattern, it is clear.

Devon, and Bruce Crane from why the government Footfall continues to decline, Loose’s Cookshop in Norwich, and turnover follows footfall, so is not looking at were extensively quoted in a when you project forward, you piece prompted by the latest the shift to online can see what’s going to happen.”

Local Data Company/bira shopping as a tax A lan Hawkins said: “If report of increased shop clowe don’t find a way out of the revenue stream sures (see May issue of bira current situation, the governChris Abbott, Abbotts DIY, Devon ment is going to be left with magazine).

Chris, who runs two stores the problem of what to do with with his brother Jeff, said: “None of us can high streets that have nothing there. People say understand why the government is not looking put libraries and health centres in, but the governat the shift to online shopping as a tax revenue ment does not have the money to fill the gaps that stream. They could impose a parcel tax to reduce would be left by independent shops.” business rates on bricks-and-mortar retailers to l T he full article can be found online at https:// reflect the market share shift to online, creating bit.ly/2jInkm2 a level playing field.

“This would really make a difference because The Sunday Express consumer editor Jon the colossal rates rise imposed this month has left Coates would like to hear the views of bira a lot of high-street traders teetering on the edge members on the current rates system and the of going under.” state of the high street. He can be emailed on Bruce Crane, owner of Loose’s Cookshop in jon.coates@express.co.uk

Lakeland wins Drapers digital award Obituary: Tony Wale TONY WALE, WHO ran the Wale & Son hardware business in Deal, Kent for 46 years, died after a short illness on 19 April, aged 86.

He was a member of the National Federation of Ironmongers (a precursor to bira) from 1965 and was secretary of its east Kent branch for 11 years from 1986. Tony wrote the east Kent entry in the British Hardware Federation’s anniversary book, A Century of Service.

“Tony was a gentleman and a friend who will be missed,” said branch chairman and past national president Russell Johnson.

Tony closed Wale & Son and retired in 1992. He is survived by his wife Judy, son Calvin and daughter Julie. His funeral was on 8 May.

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CONGRATULATIONS GO TO Cumbria-based Lakeland Leather, which won the title of Best Multi-Channel Retailer (with a turnover of under £25m) at the Drapers Digital Festival Awards on 26th April.

The national awards, which also recognised major internet specialists like boohoo, Asos and Amazon, acknowledged the bira member’s growth and its successful introduction of new technologies to help customers both instore and online.

Lakeland Leather MD Martin Foster said: “To be shortlisted by our top fashion trade magazine meant a lot, especially as we’re predominantly based in the north of England, away from the fashion press. To win the award is a fantastic achievement.

“We are particularly proud as it shows how our

stores and website can work together to deliver an exceptional customer experience. Our stores continue to flourish during a difficult time on the high street, and our website has grown by 40% in each of the last two years.

“We’ll continue to look at ways to make the shopping experience even more enjoyable for our customers – and with our yourLAKELAND affinity scheme, we’ll keep rewarding them for their loyalty.”

Established in 1955, Lakeland Leather has 15 stores across the UK. It launched its mobile-friendly website last year. Best known for leather and sheepskin jackets, it also sells a range of women’s and men’s clothing, plus leather handbags and luggage.

As reported in the April edition of bira magazine, Lakeland has just started wholesaling women’s bags and leathergoods.

JUNE 2018

TRADE NEWS How will you embrace Independents’ Day?

Partnership supports independent tenants BEACONSFIELD-BASED COMMERCIAL PROPERTY owner Sorbon Estates has so far paid for a year’s membership of bira for eight independent retail tenants across the south of England and is in talks with others.

This unique group partnership arrangement was launched at an evening event on 3 May at artisan bakery Bakedd in Maidenhead, where bira member Samantha Panton outlined the advantages the association provides.

Sam, who runs two Roasters restaurant and coffee shops in Tamworth, Staffordshire, told her

audience: “We made immediate savings of around £5,000 by switching our card processing provider and electricity supplier to the bira-approved partners. The support of the bira legal team has been invaluable, but the main benefit has been knowing that we’re not alone.”

The bira team will be contacting Sorbon’s tenants over the coming weeks to welcome them into membership and help them access services.

Tamra Booth, MD of Sorbon Estates, said: "We know the challenges small businesses can face and wanted to offer the support of a wider network."

Norwich-based department store Jarrold followed its usual policy of supporting local businesses when it added to its delivery fleet. Its two new Mercedes-Benz 7.5-tonne Atego vehicles were supplied by Orwell Truck & Van in Norwich, while the boxes in the trucks were built by Commercial Bodies, also of Norwich. The trucks, finished in the striking house colour of purple, are used mainly to deliver furniture to customers of Jarrold, which has been trading in East Anglia since 1770.

JUNE 2018

RETAILERS ACROSS THE UK will be celebrating Independents’ Day on Wednesday, 4 July. The awareness campaign promotes independent businesses all year round, but members are encouraged to have an event or special promotion on 4 July to encourage new customers into their store, taking advantage of the buzz around the date.

Campaign spokesman Howard Robinson said: “We call it a grassroots movement because it needs the retailers’ active support. It needs independent retailers to grab it by the scruff of the neck and make it work for their businesses.”

Retailers can get involved by following and engaging with the campaign’s social channels, using the logo and promoting it across their own channels, contributing blogs on important issues, putting themselves forward to be part of the campaign’s podcast and its Retail Stories videos.

Go to independentsdayuk.org or @ukindieday on social media

Trade fairs to merge in £300m deal SOME OF THE most important trade fairs for bira members are expected to change hands in a £300m deal.

ITE Group, which owns the fashion events Moda, Jacket Required and Scoop, is set to acquire the exhibitions business of Ascential (formerly Emap), which includes Spring and Autumn Fair, GLEE and Pure London. The deal is expected to complete in July.

Mark Shashoua, ITE’s CEO, was in charge of Ascential’s exhibition arm for five years until 2016, so he knows what he is buying.

Buyers and exhibitors will be interested to see how the new group develops.

In April ITE announced that the July edition of Bubble, the kidswear show at the Business Design Centre, London, was cancelled and the show was closing permanently. Both Pure (Olympia, 22-24 July) and Autumn Fair (NEC Birmingham, 2-5 September) have announced the addition of a kidswear area following Bubble’s demise.

ITE also abruptly closed its fashion trade magazines, WomenswearBuyer (WWB) and MenswearBuyer (MWB) in April.

5

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*Maximum limit applies, call 0121 446 6688 opt.1 for more information. **Lines are open 9am to 5pm Monday to Friday except Bank Holidays Global Payments is HSBC’s preferred supplier for card processing in the UK. Global Payments is a trading name of GPUK LLP. GPUK LLP is authorised by the Financial Conduct Authority under the Payment Services Regulations 2009 (504290) for the provision of payment services and under the Consumer Credit Act (714439) for the undertaking of terminal rental agreements.

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Issued by Global Payments, 51 De Montfort Street, Leicester, LE1 7BB. GP588

BIRA CONFERENCE 2018

In good company There was no shortage of good advice and positive thinking at the bira conference on 10 May. The overriding message was: the future is here now and it is time to embrace it.

WITH HIS MAROON suit, floral tie and dreadlocks, Levi Roots cut a striking figure at bira’s conference.

His message to delegates was “to succeed, stand out from the crowd”.

He sure practices what he preaches.

To inspire him as a consumer, “Your product has to be fantastic,” said the man who has become one of the country’s most popular entrepreneurs through his Reggae Reggae Sauce and related products.

In his entertaining keynote address, the most famous candidate on Dragons’ Den revealed that since he was on the programme in 2007 his range has expanded from one homerecipe hot sauce to 50 products.

He is ready to start exporting. The fact it has taken him 11 years to look overseas underlines the careful approach to business that belies his relaxed Caribbean persona.

Levi Roots is a serious operator.

On 7 February

2007, Levi secured £25,000 from Richard Farleigh and the same amount from Peter Jones, who each took a 20% stake in his fledging business. Just 18 months later, Levi had to pay £250,000 to Richard to regain that stake, which shows how quickly success arrived.

Levi still has Peter as a business partner. The difference in the two approaches, he said, was that Richard invested in the sauce, while Peter invested in the man.

He went on Dragon’s Den, a programme he had never watched, despite his seven children telling him not to. He had been selling his hot Caribbean sauce for several years at food festivals and the Notting Hill Carnival, promoting it with a song that included the catchy line “It’s so nice I had to name it twice”.

The kids said he should not sing the song to the potential investors, but Levi had a great belief in himself: “As soon as my children told me not to do it, I was determined to go on, 

BIRA CONFERENCE 2018

but I wanted to be me. Success is all about showing the best of you.”

This simple message was well received by the delegates, but Levi stressed that his self-confidence was backed by a strong work ethic. Once he had won the support of the vastly experienced Peter Jones as investor and mentor, he committed to repay that belief: “I worked hard because I really wanted to earn success; too many young people just expect success.”

The Reggae Reggae sauce phenomenon is based on a recipe given to Levi by Miriam Small, his grandmother who raised him in Jamaica before he was able to join his parents and five siblings in Brixton. The entrepreneur now spends a lot of time mentoring business hopefuls and encouraging schoolchildren to fulfil their potential: “I tell them, if I can be a success, so can you.”

It was an uplifting finale to the day’s proceedings at Jurys Inn, Hinckley island, Leicester.

There had been a similarly encouraging start to the programme with a presentation by Samantha Yair and Emma Woodward, partners in Aspire Style, a Midlands-based women’s fashion and lifestyle retailer. After careers in, respectively, product design and marketing, the childhood friends opened a shop in 2004 in Warwick, driven by a desire to be their own bosses.

Their initial mix of interiors products,

Photography: Ben Roberts



8

jewellery and fashion accessories was soon slanted more towards fashion itself as they found vintage-inspired dresses were popular. During the next 10 years, as well as each starting a family, Sam and Emma added four more shops.

Two are in Stratford-upon-Avon and Oxford, which like Warwick, are affluent touristy areas, while the later ones are in Solihull and Coventry, more conventional “shopping” destinations.

Additionally, Aspire Style has been selling online since 2009 and ecommerce now accounts for 15% of sales.

I worked really hard (after winning investment on Dragons' Den) because I really wanted to earn success; too many young people just expect success Levi Roots explains his business motivation

In their upbeat presentation the couple explained that they have not strayed far from their original vision, which was to have a London-style fashion and lifestyle boutique, but with more affordable prices. They always wanted a mini-chain but explained that a significant challenge was to find staff who shared their view.

“It is really important we stand out as a business and the most important element is our customer service,” said Emma. “As we grew, we had to find people with the same passion as us.

That was more important to us than if they’d had retail experience.”

Aspire Style employs 35 staff and while Emma and Sam do the buying, key members of the team from each shop are taken along to fairs and buying appointments.

“If you get your staff involved in buying the products, they will be motivated to sell much more,” said Sam. “We also give individual stores freedom to do their own windows and merchandising to suit their locations.”

Across the conference, the importance of social media to promote independent retailers was stressed and the Aspire Style owners fully endorsed that message. Having had good success over the years on Facebook, they now are concentrating more on Instagram, including JUNE 2018

BIRA CONFERENCE 2018

using its new shoppable feature whereby with one click a viewer can be taken through to their transactional website.

“Our key target customer is a 25-to-35-yearold woman and Instagram is very popular with this group,” Emma explained. “With social media, we have found it’s best to concentrate on just one or two channels, rather than trying to do something on everything.”

Sam and Emma stressed the importance of the many events they stage in their shops, from evening fashion shows using the staff as models to fun days for the family, such as one about learning circus performance skills.

“The events are all designed to build a relationship with our customers,” said Sam. The advantages independent retailers have over their large rivals was highlighted in an interesting presentation by Danny Crowe of branding and customer intelligence agency TwentyCi. Outlining an analysis he called Buyhaviour, Danny reminded the delegates that society and ways of shopping are fast evolving.

“Our circumstances are changing. More people are renting than before and there is no stigma attached to that. They are more in shared living spaces, smaller spaces and the older population has more money than the young,” he explained. He pointed out that many large DIY JUNE 2018

Broadcaster Hardeep Singh Kohli (right) was brought up in a retailing family in Glasgow and proved to be an informed host for the conference. Emma Woodward and Samantha Yair of Aspire Style (above left) were among the presenters who informed and entertained delegates

firms, for example, still chase an affluent homeowning demographic that is not as important as it used to be.

A veteran of working for major DIY chains like B&Q and Homebase, he said that too often they treated their new small high-street units like superstores, trying to put every category in them instead of analysing the needs of the local clientele, as he hoped a good independent would do.

He reminded the audience that online shopping is a way of life, not a threat. “Remember that many people follow the ROPO principle – research online and buy offline,” Danny advised. “Even if you are not selling online, you should be using social media: be nice, be visible and be very social.”

Polly Barnfield from the #WDYT (What Do You Think) campaign (see 

9

There’s never been a better time to be a member We’re always looking for ways to increase the value of your membership further. So, whether it’s future-proof ePOS or cost saving waste management, we’ll support you.

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JUNE 2018

BIRA CONFERENCE 2018

As well as enjoying the main presentations, delegates could attend a selection of nine seminars, including those by Vaughan Rowsell of Vend (far left) and Polly Barnfield (left) of WDYT

page 25) gave an insightful session on the power of social media for independent retailers and town centres. People look at their phones 100 times a day, but 74% of high-street retailers do not have an active social media presence, so valuable opportunities are being missed.

Polly explained their campaign has seen firsthand that the more noise you make online, even simply, the more footfall you will get.

Digital influencers in your local area should never be underestimated, Polly explained.

Whether these influencers have 10 or 1,000 followers, it’s about the power of their reach and who is engaged with them that counts. Having them share your content is really important.

Hugo Jenkins had one of the busiest breakout sessions of the day, talking about the hugely successful online marketplace Trouva, which has 500 bricks-and-mortar independent retailers selling through its site. Trouva’s customers see themselves as creatives and use the site and the products they buy as their creative outlet.

They are proud to buy through Trouva and from an independent - the physical shop is crucial to their buying experience.

You are what you sell, Hugo said, so it is essential to reflect that attitude within social media activity by having cohesive, engaging and beautiful accounts that echo everything about you and your shop.

Hugo also strongly recommended the power of social media, alongside smart digital marketing, simple stock management and smart logistics. This last one is crucial: Trouva’s quickest



JUNE 2018

order-to-delivery time was 22 minutes.

The importance of protecting your busiMany aspects of activity online – whether ness online while adhering to the new GDPR selling or social media marketing – were cov- (General Data Protection Regulation) that ered in the nine break-out sessions at the con- comes into force on 25 May was touched upon ference. Vaughan Rowsell, founder of retailing in many discussions. Luay Alfaham from The consultancy Vend, declared: “Instagram is the Home Office’s Cyber Aware campaign urged next big thing in retail”. bira members to check out The channel’s new shopthe sensible advice given by pable capability is simple to the National Cyber Security use and will be appropriate Centre (see ncsc.gov.uk). for many retailers. But, he More c onvent iona l stressed, “social media is not retail crime was covered by about getting customers to a presentation from Facebuy online. A social media watch, a facial recognition strategy will help an indesystem designed to identify pendent thrive. It’s a case of known criminals by phobe there or be invisible. Your tographing every person social media feed should be entering a shop. Advanced engaging but remember algorithms can check the Vaughan Rowsell, founder of Vend, that it is still a great thing to image against a database reminds everyone what social walk into a retail store to be of criminals in 2.5 seconds, media often is meant to achieve served." after which an alert is sent Paddy Moogan from digital marketing back to the retailer. specialist Aira gave eight tips for improving an Robberies in cafes and shops was highonline presence, climbing the Google rankings lighted as one reason why the cashless society and converting this to a purchase. Delegates is becoming a reality. During a panel discussion heard that some 76% of people who research on the future of payments, delegates heard that a local place will make a visit within 24 hours, in trendy east London a number of coffee shops and 28% of those will go on to make a purchase. and eateries no longer accept cash after a spate So just making sure that your address and of hold-ups. In Nordic countries like Sweden, phone number are right on your Local Google up to 80% of retail transactions are now via page is a quick win. cards. In a show of hands, most of the bira delbira will share all of Paddy’s tips in the egates believe the UK will be cashless within resources section at bira.co.uk. five to 10 years.

Remember it is still a great thing to walk into a retail store to be served

11

BIRA AWARDS 2018

Onward and upward High-flying bira members were celebrated at the annual awards ceremony on 10 May

Photographs: Ben Roberts

Don't try this at home: In a spectacular pre-dinner entertainment, this aerial artiste perhaps inspired bira members old and new to aim even higher in their independent retail endeavours next year.

As well as holding the bira president's position for a second year, Vin Vara of London-based Toolshop Group found time to grow his mini-chain from nine shops to 12 last year and so the business was awarded the Expansion of the Year prize. Vin is here with colleagues Ravi Kara and Sarah Edmiston and his wife Anu.

12

Karen Tamplin of category sponsor LG Harris presented the Team of the Year Silver Award to Sophie Bailey of Westgate Tyres, which is based in Morecambe, Lancashire

JUNE 2018

BIRA AWARDS 2018

The Charitable Champion Award winners are Diane Bunn (Bunns Cake & Bakes, Newcastle-uponTyne), Matthew Hansford (Hansfords of Chichester), Jeff Baker (Connect Distribution Services) and Kevin Bellwood (Roobarb Retail, Bridgnorth). Lorna Lewis from bira picked up Diane's award.

This year's conference and awards was the last one for CEO Alan Hawkins, who retires at the end of the summer. bira treasurer John Morris made a presentation to Alan and his wife Madeline.

In September 1986 Reverend Richard Coles was one half of The Communards and had the year's biggest-selling hit, Don't Leave Me This Way. As awards host, he left the audience in stitches.

Kevin Bellwood and Marcia Dale of giftware retailer Roobarb Retail carried the Team of the Year award back to Bridgnorth, Shropshire, along with the Charitable Champion accolade.

JUNE 2018

Having delighted the conference with the story of their fashion chain Aspire Style, Samantha Yair and Emma Woodward took away the top prize - the bira Retail Business of the Year award

13

BIRA AWARDS 2018

Sophie Bass was named Independent Retail Employee of the Year. At Sugar & Ice, her family's cake decoration business in Leicester, Sophie has transformed its digital presence. Simon Bicknell of sponsor Toolbank made the presentation

Tom Carter and Alison Hobbs took the Retail Business of the Year Bronze Award back to the team at Potters Cookshop in Hockley, Essex

Long-serving bira PA Sue Howe was the rose caught between two thorns, namely bira director Bob Jarrett, who is retiring in the summer, and John Dean, former CEO of the British Shops and Stores Association, which merged with the British Hardware Federation to form bira

Past presidents stretching back as far as 1994 gathered to say farewell to Alan Hawkins (centre). From left, Vin Vara, Bruce McLaren, Richard Rowlatt, John Lawson, Russell Johnson, Cliff Elliott, Sadie Chalkley, Kiran Josan, Gary Gordon, Michael Hughes, John Fletcher, Chris Patterson and John Morris.

14

JUNE 2018

BIRA AWARDS 2018

There was a great turnout at the bira conference and awards from Velvet Exclusive Ladieswear in Ramsbottom, Lancashire. The new bira member (see page 23) picked up a Highly Commended accolade in the Retail Business of the Year category, which is proudly displayed by owner Debbie McDermott.

bira direct's Steve Akers (left) presented Andy Hunt of Brand Essentials with the award for Best Supplier in Hardware, Garden, DIY & Pet category

Chris Beards from Mantons Cards in Port Erin, Isle of Man, picked up the Team of the Year Bronze Award from Karen Tamplin of sponsor LG Harris.

Stax Trade Centres took the award for the Overall Best Support Package for Independent Retail and David Hibbert (right) was on hand to collect the prize from Steve Akers of bira direct.

Supplier of the Year for Cookshop, Houseware, Tabletop & Gift is EPE International. Mark Fox and Hannah Hawkins took to the stage to collect the award on behalf of their colleagues

This year's Local Hero Award winner is Chris Patterson of Pattersons in Bristol.

Mike Abrahams of Wild Oats healthfoods store in Bristol was awarded the Retail Business of the Year Silver Award by Nigel Wright of sponsor Stax

JUNE 2018

15

THE BIG INTERVIEW

Best foot for She had no retail experience when she began trading, which Carolyn Stennett thinks was an disadvantage. Yet nearly 30 years later, she still loves selling shoes in her own special way WHEN BIRA MAGAZINE arrives at Chica Shoes in Bury St Edmunds, owner Carolyn Stennett is doing what comes naturally – she is on her knees on the floor fitting several pairs of shoes to a customer. For one style, she doesn’t have the correct size, so she is on the telephone immediately to order it in from the supplier. The happy customer leaves with that day’s purchases and says she is looking forward to returning in a couple of days for the final pair.

“I love this job and I love the people we serve. We go out of our way to help people,” Carolyn says when we finally escape up two flights of stairs to her snug office on the second floor of the building in Hatter Street. Next February it will be 25 years since she opened Chica Shoes in the premises, just off Abbeygate, the main shopping street of the busy Suffolk market town.

Bury is, she says, “such a great town”.

It has a fine selection of independents as well as chains that attract younger customers, especially in The Arc, a shopping centre created from a former farmers' market in 2012. “People love Bury because of all its independents and with two market days a week, it attracts people from a wide area," she confirms.

The compact shop comprises a ground floor of about 750sq ft arranged round a staircase that leads to the firstfloor stockroom. On the top floor more stock space is squeezed in around Carolyn’s office. She leases the property from a private landlord and pays rent of

16

£15,000 a year. It provides a neat and practical area in which to display her shoes in a boutique atmosphere.

Having a sensible work-life balance may be a recent trendy concept, but it has always been important to Carolyn, who runs the business as well as handling her duties as a farmer's wife.

A Suffolk farmer’s daughter, she says as a young woman her ambitions were no more complicated than to get married and have children. She achieved that quite early by marrying Paul, a local farmer, and producing three daughters in quick succession.

Ironically, the impetus to have her own business was to fund the girls’ rather demanding hobby of showing ponies around the country. “My daughters were aged between three and 11 when I started in 1990,” she recalls. “I began by selling shoes at house parties locally. The reason I chose this business is because I love shoes,” she says with her ready smile.

In her early years, she worked with her best friend Jane Abery, but Carolyn was the driving force of the enterprise, which took off immediately. Their specialty was loafers, the sort of comfy and practical shoes that appealed to a wide range of customers. They remain the backbone of Chica Shoes today.

In 1991, thanks to a contact on the horsey circuit, she met a Northamptonbased footwear agent called Robert Scott. He introduced her to Spanish footwear factories and she began to

specify the unusual colourful styles she wanted directly from the manufacturers rather than buying standard ranges through wholesalers.

Robert said she needed a name for her business and she settled on Chica, the Spanish for young girl.

As the business grew, Carolyn bought more stock and started showing at county shows and equestrian events for about three years, but the sales at these gatherings was very weatherdependent. Cashf low was also a consideration as the fair stands had to be paid for in January, but usually the shoes were not sold until May. To augment the parties and fairs, she opened a shop in a building at her farm, trading on Mondays only. It worked well until the local council insisted she’d have to pay business rates on the barn seven days a week.

The obvious move was to open a permanent shop, which is how she came to take over the unit in Hatter Street from a friend who was closing his children's clothes business. “The shop got off to a flying start by opening with a Sale in which I moved all my old stock,” she says. “The core clientele I had built up during four years followed me and it was an instant success.”

With her desire to have a full and active personal life, she sticks carefully to her own personal philosophy on trading and business. She still buys from mainly Italian, Spanish and German suppliers but is sad that so many of 

rward The reason I chose this business is because I love shoes

THE BIG INTERVIEW

Things used to be easy but now retail prices have become too high. People are reluctant to part with their cash unless they can see value for money them have closed. She refuses to stock any products made in China and she purposefully ignores trends for footwear she doesn’t like personally, such as Crocs and Uggs.

“My success is down to how I work and to the fact I didn’t have any experience to tell me to do things a different way. I only buy 12 to 15 pairs of any style. When the seasonal deliveries arrive in March and in September, people know they have to buy what they like immediately to avoid missing out. I work on a fixed low mark-up, which some people might think is odd, but I want to offer fair prices.”

Price sensitivity among her clientele is something she is aware of. She stocks good quality but value-for-money brands like HB (“It’s been my No 1 since Day 1”), Geox, Peter Kaiser, Jamie Mascaro and Lisa Kay, plus the smaller directlysourced labels. Most of her shoes sell for around £135, although some start at £75 and winter boots can run up to £300-plus. Her typical size range is 36-41, although she does go to 35-42 on some options.

Carolyn says she has a loyal customer base from all over the country, as well as her East Anglian clientele. Mother-of-the-bride styles are strong sellers, alongside the ever-present loafers and other everyday comfortable smart options.

She avoids very high-heeled designer products because “Bury isn’t London."

“I only buy what I like. Classic with a twist is what we do. The shoes have to be of good quality and be comfortable. I used to go to the major Italian trade fairs like MICAM (for footwear) and MIPEL (for leathergoods) but I don’t feel a need to go now as I have suppliers I like working with.

One major change she admits to is finally accepting that she has to sell sneaker styles. Carolyn ignored sports footwear as she found them not to her taste, but the hybrid models that use performance footwear construction for a smart everyday shoe are becoming more and more popular among her customers.

Another change she has noticed recently is a tightening of belts by her customers. “Things used to be so easy, but now retail prices have become too high,” she maintains. “People are reluctant to part with their cash unless they can see value for money."

Photography: Paul Driver



18

She admits that 2017 was a tricky year, affected by declining footfall, so since the beginning of 2018 she has been running a continuous Sale in which she promotes endsof-lines and odd pairs at a discount.

As well as footwear, Carolyn sells “anything I like”, which last autumn included smart coats from a small Spanish brand, Guillén Bayona, at £350. The largest add-on category is leather handbags that sell for up to £300. One Italian supplier, Gianni Corti, has been with her from the start. Reading spectacles, scarves, pashminas and decorative waking sticks are among the other lines found in Chica Shoes.

The owner can be found in the shop three or four days a week, along with her friendly lurcher Bean. The other staff are full-time manageress Jane St Clair Smith, who has worked at Chica Shoes for 15 years, and Philippa Mulley, who comes in two days a week. Opening hours are 9.30am to 5pm six days a week; there is no desire to trade on Sunday.

“I have tried it, but I have been disappointed,” she explains. “But I have come in myself to open the shop on selected Bank Holidays.

The recent Good Friday was very worthwhile.”

Hatter Street has the advantage of on-street parking and a loading bay opposite the shop allows access for disabled people. Customer churn is relatively small, Carolyn says, and new clients, aged 35 years and upwards, are discovering her all the time.

Word of mouth is her most effective promotion, which is a result of the personal attention given to customers. When it comes to marketing and online trading, Carolyn again does things in her own simple way. Jane looks after the store’s very basic website and the social media activity. Previous promotions such as local media advertising and spots on local radio have been dropped as they no longer produce the returns they once did.

Carolyn suggests that if she was younger, she would look to invest in an Epos system, but she has managed for almost 30 years without one. “I know what I am selling,” she asserts. With her focused, individualistic approach to retailing women’s footwear, no one can doubt that.

CHICA SHOES 27 Hatter Street, Bury St Edmunds, Suffolk IP33 1NE Founded: 1990. In current shop since 1994 Size of store: c 750sq ft Staff: 1 full-timer, 1 part-timer Hours: Mon-Sat 9.30am-5pm Some Bank Holidays: 10.30am-3.30pm Major brands stocked: Geox, Gianni Conti, HB, Jamie Mascaro, Lisa Kay, Peter Kaiser Annual sales: c £300,000 bira member since: 1999  chicashoes.co.uk  @chicashoessuffolk  @ChicaShoesUK @chica.shoes

JUNE 2018

JUNE 2018

19

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COOKSHOP AND HOUSEWARES REPORT

Retailers get social With footfall down, cookshop and housewares retailers are turning to their social media channels

*The full results from the Retail Barometer are available in the March/ April issue of Progressive Housewares, which can be viewed here: https://issuu.com/ maxpublishing/docs/hw_march_april_2018

JUNE 2018

How has your business fared over the last year (2017 vs 2016)?

What promotions or advertising did you run in 2017?

70% 60% 50% 40% 30% 20%

Loyalty cards

Free gift promotions

Collaboration with other local businesses

Gift voucher scheme

Press advertising

Better Same Worse 31.2% 15.7% 53.1%

Leaflets

0%

Discount promotions

10%

Social media

TOPPING THE LIST of factors positively affecting business for cookshop and housewares retailers in 2017 was promotional activity, with 61% of respondents putting social media as a top priority.

The most popular social channel for the sector was Facebook (87%) with Twitter (29%) and Instagram (23%) some distance behind. Other successful marketing activity included discount promotions (58%) and leafleting (46%). Press advertising slipped from 50% in 2016 to just 30% in 2017.

These results are part of the Cookshop and Housewares Retail Barometer, which bira runs every year with Progressive Housewares magazine. The in-depth survey quizzed members who sell cookshop and housewares products to find out how trade fared for them in 2017, including what worked, what didn’t and what opinions they have on the sector.

When asked about how else they represented themselves online, 79% said they had their own website.

For the majority (62%), the website was purely for information rather than sales.

Sadly, 53.1% reported a worse year than in 2016.

Footfall was of greatest concern, as was noted in bira's most recent high street study with Local Data Company.

The expansion of housewares products into supermarkets was also a key concern, with 53% of respondents putting it in the top three factors having the most detrimental effect on their business.

Despite the gloom, the outlook for 2018 was more positive with 39.4% anticipating marginal growth.

What were the main factors that had a positive effect on business in 2017?

What were the main factors that had a detrimental effect on business in 2017?

1 Promotional activity 2 Gaining new customers 3 Staff 4= Enhanced window displays 4= New housewares products 6 Social media 7 Diversification outside housewares 8 Online/website

1 Lower footfall 2 Expansion of housewares products in supermarkets 3= The UK economy 3= Competitive websites 5 Uncertainty and/or price rises following the Brexit vote

Respondents were asked to vote for their top three most positive and detrimental influences in order.

21

BIRA PROMOTION

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Getting more for less TOWERGATE INSURANCE HAS a long history of working with bira and its membership.

We respect the important role that independent retailers play in building and maintaining thriving high streets and serving the communities that rely on them.

While there are challenges from new retail models, we are sure you’ll recognise that sometimes customers want to speak with an expert retailer to get a bit of reassurance about their purchase or to exchange ideas and experiences for a shared passion. And you can’t get that from a chat bot!

We were delighted to attend the bira conference to better understand your challenges, hopes and aspirations. The conversations that are prompted by new ideas or issues raised by speakers and discussion groups are fundamental to growing independent retailing and the services that enable such growth.

We believe that independence has its advantages – both in the retail sector and in finding the right insurance cover for your specific needs. We’re in the business of keeping you in business, so we work closely with bira to put together a package that is uniquely offered to its members and includes: Theft cover Stock that goes missing where there’s no sign of theft can leave a dent in profits so we cover this, subject to a £250 excess.

Legal expenses We live in times when legal disputes are commonplace.

Our policies include a 24-hour legal advice line for a range of business issues backed up by the financial protection of legal expenses insurance.

Health & Safety – keep connected Practical help is only a click away with our powerful on-line training tool covering lH ealth & Safety lE mployee disputes lH R guidance lB usiness legal advice lD ocumentation templates lP rofessional development courses Cyber protection We help you to understand your own exposure to cyber losses and how you might manage this ever-present risk.

And we think it’s good to talk: whenever you have any questions, wish to update your insurance or arrange new cover, please call us. We invest in our staff so they are empowered to understand and take care of bira members.

Call 0330 123 5939 today to get your quote from Towergate Towergate and Towergate Insurance are trading names of Towergate Underwriting Group Limited. Registered Address: Towergate House, Eclipse Park, Sittingbourne Rd, Maidstone, Kent ME14 3EN. Registered in England with company number 4043759. Authorised and regulated by the Financial Conduct Authority.

JUNE 2018

NEW BIRA MEMBERS

Welcome to the family Our retailers are a varied and interesting community. Here we meet three new recruits who represent the amazing variety of the bira membership

Kevin Ramage

co-owner of The Highland Bookshop, Fort William, Perthshire highlandbookshop.com Tell us a little bit about your business…

Fort William hadn’t had an independent bookshop in living memory - until now. The town is well known for sitting at the foot of Ben Nevis and we have just expanded the shop into a large space upstairs to offer Scotland’s biggest selection of specialist outdoors books, alongside an extensive selection of fiction, nonfiction and children’s books.

We have a very active social media presence on @theHighlandBookshop, which we use to promote our regular programme of author talks, children’s story times and children’s French and Polish clubs.

How long have you been trading?

The Highland Bookshop opened in the middle of Fort William’s High Street in July 2017.

Why did you join bira?

Our sister shop, The Watermill Bookshop in Aberfeldy, Perthshire, has been a member since it opened in 2005. We’ve found some of the services, like the scheme with HSBC, incredibly beneficial, worth thousands of pounds a year. Also, the magazine is a frequent source of inspiring ideas from other retailers.

Delwyn Sharpe owner of Tivi Ale, Oldbury, West Midlands

So, you are a start-up?

I have been in business as a wholesaler of flowers for over 30 years, but the supermarkets have made trading in flowers more difficult and less profitable. Seeing a lot of microbars and microbreweries open in the local area, JUNE 2018

Debbie McDermott Debbie McDermott of Velvet Exclusive Ladieswear (centre back row) and her team

I thought it was good opportunity to start a new business.

Tell us about your concept…

It started as a supermarket and we have transformed it into a lovely microbar, serving real ales, wines and spirits, as well as coffee, cakes and locally-produced bar snacks. It will be a lovely place for the community to come together and I am already looking forward to opening my second bar. The main thing is we are looking to remain independent, unique and not look like a pub chain. We believe this is a growing market.

As a start-up, how are you supported by bira?

We have joined bira to take advantage of the services and deals. As a start-up, it is good to have all the business services we need in one place. Although we are not open yet, we have already signed up to the card payment scheme and we are in the process to signing up to 1st Waste Management. We will be organising our insurance and utilities through bira too. There are other services we will be looking at, such as banking and the buying group for our tableware, cutlery etc. The help of bira staff has enabled me to concentrate on the refurbishment while the services are going live in the background.

director of Velvet Exclusive Ladieswear in Ramsbottom, Lancashire facebook.com/velvet1966/ What is unique about your business?

From the beginning, our vision was to offer a unique shopping experience, making our customers feel at home with our downto-earth attitude and genuine friendly approach. Combined with our huge selection of award-winning brands, we wanted customers to be part of our journey and be excited by our new products. My team have and always will be Velvet’s greatest asset, and on entering our store you can feel their passion to deliver great service.

How long have you been in business?

Velvet was established in 2010, at the height of the credit crunch, in the vibrant, eclectic market town of Ramsbottom.

After successfully trading for six years, in 2016 we moved into much bigger premises, a beautiful Grade II listed building, in the prime location of Bridge Street.

Why have you joined bira?

As we recently moved to our huge store and our turnover has tripled, we wanted some more professional help to grow our business. I’m very impressed with the service we’ve had from bira so far. I want to say thank you!

23

BIRA PROMOTION

The lighter touch from bira bank Up to 25% of a retailer's electricity costs come from lighting. As well as improving your green credentials, overhauling your lights will save you money WE ARE CONTINUALLY searching for opportunities to make bira members’ shops stand out on UK high streets. So we have partnered with The Energy Saving Trust’s Premium Light Pro programme to provide advice and support on energy-efficient lighting and cost-effective solutions to help reduce your overheads quickly without impacting cashflow.

With bira bank offering quoted rates at 6.4% APR for equipment loans until October 2018, your new lighting option is closer than you think and in plenty of time for winter.

Env ironmenta l issues continue to remain near the top of the agenda for many organisations. Independent retailers are no different and becoming greener and delivering business benefits is easier than you imagine.

On average, 25% of an organisation’s electricity costs come from lighting. Delegates

bira members wishing to improve energy efficiency may qualify for grants through the European Regional Development Fund

at our conference on 10 May heard Stewart Muir of The Energy Saving Trust tell the story of Clickers Archery, a retailer and manufacturer of archery equipment in Norwich, that applied for a European Regional Development Fund grant through the BEE Anglia network to make the switch from f luorescent tube lighting to LEDs, saving 1,897kWh (£265) per year. The cost of the improvement was £875, meaning that within a little over three years the investment will have paid for itself.

Now is the perfect time to act on improving your organisation’s energy efficiency as you may qualify for grants through the European Regional Development Fund. Grants and support are available through low carbon regional networks, such as Low Carbon Across the South East, Business Energy Efficiency Anglia, Worcester Business Energy Efficiency Programme and Low Carbon Workspaces.

All of these will be able to advise on energy upgrades and lighting is one of the most popular projects.

In Bolton the stores of fashion retailer and bira member Hurley are benefiting from a new lighting system and substantial cost savings. Financed through bira bank, Hurley recently upgraded its lighting to LEDs in three branches and is very happy with the outcome.

6.4

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Typical example based on £15,000 over 36 months

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CEO Mark Hurley said: “I’ve got brand new high-quality LED lighting throughout my stores with all the advantages of reliability and no maintenance for five years. The fitting was free, and I am already better off by around £2,000 a year. After three years, when the finance has been paid, I will be £9,000 a year better off.”

Mark could not have done his lighting upgrades, which cost £20,000, without bira bank, which offered “by far the best rates we could find”. bira bank is holding all quoted rates for equipment loans, including lighting, at 6.4% APR until October 2018. With a bira bank equipment loan, you could borrow between £2,500 and £250,000 for 12-60 months. If you were to borrow £15,000 towards your lighting upgrade over 36 months, your monthly payment would be just £457.91 per month.

Start your cost savings as soon as possible.

Contact David Pears or Frank Burton at bira bank on 0121 446 6688.

Lighting is one of the biggest electrical costs to any shop.

To find out what it would cost to transform the efficiency of your shop lighting head to www.birabank.co.uk and use our online calculator to see your tailored quote or call David Pears or Frank Burton on 0121 446 6688.

Tel: 0121 446 6688 • Fax: 0121 446 5215

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24

14/05/2018 11:43:04

JUNE 2018

TRAINING / DIGITAL MARKETING

Vary your methods to improve the team Francesca Nicasio, content marketing manager for retail POS software expert Vend, looks at effective ideas to train staff STAFF TRAINING IS often associated with the newbie. As long as a new staff member knows where the fire exits are and how to work the till, they’re fully trained, right? Wrong. Staff development is a much bigger opportunity that can have a real impact on your business. It can help you to engage with your team, make them feel valued and keep their performance high.

Here are three best practices you can use to ensure you’re getting the best out of your staff.

Use a mix of learning tools and methods Everyone learns differently. Some prefer the written word, others retain information better through practical scenarios. It’s therefore a good idea to utilise a number of learning techniques.

For example, if you’re training staff on how to use software, such as your POS or inventory system, you could demonstrate the program in person then issue how-to videos they can come back to.

Or, with regards to customer service, you can verbally teach your staff about company policies, reinforce the information through handouts or

videos, then practice everything by role-playing.

Strive for continuous improvement Development initiatives shouldn’t end just because the induction period is over. For the best results make learning and development a continuous part of your business culture.

We’re not talking about introducing weekly 2-hour lectures on the latest HSE Manual Handling Guidelines. We’re talking about encouraging small improvements in a number of areas and rewarding your team with incentives and recognition.

When Dave Brailsford, performance director of British Cycling, began planning for the London 2012 Olympics he broke down the process of winning medals into its component parts.

He believed that if it was possible to make a 1% improvement in a whole host of areas, the cumulative gains would end up being hugely significant. He was right. Team GB won seven out of 10 gold medals in London.

With a bit of effort, the concept of small continuous improvements will begin to embed itself

across your business. For example, you could set a competition for your team to increase spend per customer by £2. The winner might receive a half-day holiday or a free lunch. Individually the gain is small but add up customer numbers over a month and the results could become significant.

Pressed for time? Not sure where to start?

We understand that running a retail store can be busy. You may not have the time to create training programmes for your team, don’t worry bira can help. bira training offers a series of webinars, oneday workshops and City & Guilds-accredited distance learning courses. They can also develop bespoke training courses for your team. See page 31 for more information.

More tips are available at blog.vendhq.com

What do you think #WDYT? Discover why digital is the tool you need to drive physical footfall and sales.

HOW DO YOU harness digital to drive online and offline sales for your business? We all know that the world of retail is constantly evolving and customers are shopping in a very different way than even five years ago.

How can independents serve their customers holistically in the digital age and keep up with the ever-increasing demands of the consumer?

How can a small company take its first step into the digital world when the technology is often cost-prohibitive? A government-endorsed campaign called #WDYT (What do you think?) is here to help all bira members.

The #WDYT campaign is delivered through the Maybe* platform and gives all UK retailers, towns and cities access to innovative tools that turn online conversations into offline sales. It harnesses the voice of the customer and turns it into an asset for businesses.

The platform encourages and supports digital conversations with shoppers, retailers, towns JUNE 2018

and cities and is a proven way for retailers of all sum of its digital parts; it’s the collaborative digishapes and sizes to collaboratively increase their tal output that delivers footfall and sales. Places digital influence to drive an increase in digital that grow their digital influence increase their skills, local footfall and sales. attractiveness to shoppers. That’s CEO Polly Barnfield OBE, who why the #WDYT campaign exists.” has launched the campaign as a All bira members can apply for collaboration with GFirst LEP access to the same successful camand the Future High Street Forum, paign that has worked for thoucomments: “We’re seeing an eversands of SMEs in 20 towns and increasing link between digital cities up and down the country. activity and physical footfall.

The platform works by measurDeloitte research shows that 37% ing the digital output of 150,000 of all online and offline retail sales retail locations across 1,300 town Digital champion are influenced by digital today and Polly Barnfield and cities. This means that every this number is projected to accelerretailer in the UK is tracked every ate to over 50% by 2020. Shoppers increasingly day. By having a better understanding of your start their journey online so it’s imperative that digital output across social media channels, you businesses of all sizes become more proactive can start to better understand how to improve it on social media. That is frequently the start of and increase your footfall and sales. their digital journey.

“Every town and city across the UK is the Find out more at wdyt.org.uk/bira

25

BIRA PROMOTION

bira brings benefits of SPAL to members A NEW AGREEMENT with SPAL, world leaders in cooling systems, means that members can now benefit from convenient and cost-effective access to OEM agricultural heater blowers and axial fans, via bira direct.

SPAL may not be a name you’re familiar with, yet its world-leading range of high performance axial fans and centrifugal blowers are to be found on all major globally manufactured tractors and other agricultural and gardening machinery.

For those in know, once viewed up close the distinctive design and visibly superior engineering of SPAL technology is instantly recognisable.

The name is far better known within other sectors, including

automotive, motorsport, bus & coach, off-highway, motorcycle and refrigerated transport. Its advanced technology brushless motor fans and blowers are employed in a variety of specialist applications, from low-vibration, low-noise fans for cooling delicate military equipment, powerful high-safety spec cooling in deep mine excavators and large-scale cooling for rock crushers, to bespoke products developed from scratch with designers working on the hypercar of the future and solutions for hybrid engine and battery cooling in the automotive sector.

SPAL has been supplying products from its distribution centre in Worcester since 1993, which means that orders can be

SPAL: big in the automotive sector

fulfilled and dispatched to customers rapidly – essential in the case of machinery breakdown.

The new agreement with bira will enable retailers to source reliable, high-quality genuine products at more competitive prices, with the added benefit of SPAL’s technical expertise to guide cus-

Connect Appointed preferred distributor for Melitta®

tomers through its 3,000+ product range and identify the correct part for any application, including cross-reference advice for servicing and replacement parts for older machinery.

Consult your bira direct Supplier Directory for details.

Access all your bira direct invoices any time, any place.

Sign up for free electronic bira direct supplier invoicing at: bira.co.uk/invoice-manager-signup

For further infomation please contact Julie Waters. e: jwaters@connect-distribution.co.uk t: 07855 496539

t: 0844 557 3700 www.connect-distribution.co.uk

26

Bira Quarter page box_Connect 1

invoice manager

04/05/2018 11:11

JUNE 2018

COUNTERPOINT/ MRS SLOCOMBE

Turned out nice again…

Retailers have every right to be obsessed with the weather – it directly affects sales, says our correspondent Mrs Slocombe

Have your say Would you like to share your views and experiences with the bira community? We welcome contributions like Mrs Slocombe's. You can write under your own name or under a pseudonym. You can contribute regularly or occasionally. If you are interested, please email editorial@bira.co.uk

JUNE 2018

I READ AN interview a few years ago with an eminent British department store retailer who maintained his team was not allowed to use the weather as an excuse for poor sales - ever.

That was a brave statement, I thought, and a foolish one.

I would like to put my hand up and say that the weather has an enormous, and growing, effect on footfall and sales in fashion retail. True, this is more the case in the depths of the rural fastness where we are based than in major urban cities, but the climate affects our mood and how we feel affects how we shop, wherever we live.

We dwell in a world where pretty much everything we sell can be bought online. So, when the weather is inclement there is no need to step out of the front door. And when the vast majority of purchases in our store are discretionary, not essentials, then is it surprising that the weather is playing a growing role in our success, or otherwise?

In 2017 the weather behaved perfectly every season and we enjoyed record-breaking sell-throughs and margins as a result.

Early spring sunshine cheered the mood and loosened the purse-strings.

Those blissful days of spring sun and warmth lasted for several weeks. In fact, they continued until the schools broke up for the summer when, of course, clouds gathered, rain fell and temperatures plummeted.

So well did the weather behave for us a year ago that customers came in en masse to top up their summer wardrobes, earlier than ever and well ahead of any hint of seasonal markdowns.

As for the summer, the weather was not so great, which was perfect for retailers as customers chose to spend their holidays shopping, not sunbathing.

The coolish summer led to a September that for once lived up to its promise and heralded the beginning of autumn. Cold mornings and bright sunshine meant a renewed enthusiasm for new season products. And the winter weather for us behaved well. There was the odd moment of snow to get customers into the Christmas mood, but nothing to put off the urge to shop.

So far 2018 has been a very different story.

After a cold, damp and challenging January (Black Friday shifted bargain hunters’ shopping sprees forwards by two months), we set

out to make an enticing new statement of spring across the store. Then came the March blizzards: instead of enjoying an early hint of summer, we had roads blocked by snow. We closed for a whole day for only the third time in the past 50 years.

And so this spring umbrella and glove sales replaced flipflops, books sales flourished while fashion floundered, our restaurants focused on cheering customers with hot bowls of soup and not salads. We also noticed a perceptible shift away from investment pieces for the summer wardrobe. With only weeks rather than months to notch up the “pounds per wear” ratio, customers moved towards less expensive brands and are waiting for the inevitable mass discounting of summer stock, only a few weeks away now. Before summer has really got going, of course.

In a world where weather has an increasingly influential role to play in how people shop, and where seasons are so difficult to predict, how

This spring umbrella and glove sales replaced flipflops, book sales flourished while fashion floundered should fashion retailers respond? There is the not entirely convincing mantra of “buy-now/wearnow”, which is supposed to mean we can sell knits in March, ankle boots and layering pieces all year round. But do customers really behave this way? Even if spring has not arrived on time, we don’t want to extend our winter, do we?

So more layering pieces, more grey, white and black staples with a twist, more ankle boots may be the way forward, but it’s not an easy path to tread. We have learnt to be much braver and cleverer at how and when we markdown stock, so we can extend the lifespan of our truly seasonal stock, which works provided all retailers play this game to the same rules.

Weather will always be a True Brit’s favourite conversation topic, and shopping remains our favourite national pastime, so I contend that these two essences of what it is to be British remain forever entwined. We have no choice but to acknowledge and embrace the challenges.

27

Product news June Look great in no time with Tefal Perfect for quick touch-ups, this hand-held Tefal steamer gadget is small, making it portable and easy to store, but it still produces 22g/min of continuous steam with 1500W of power. Once a light indicates the 45-second heat-up time is complete, you can steam away. Its handy fabric brush opens up the weave of the fabric for better steam penetration and the steam trigger (which locks in place) boosts steam output on stubborn creases. The handy gadget is equipped with a steam cover, which filters water impurities and protects fabrics from water drips.

0844 800 8055 sally@epeinternational.com epeinternational.com

Tefal can precision steam your laundry

Clever Baking with Villeroy & Boch After the success of its Clever Cooking ovento-table ware, Villeroy & Boch has developed a Clever Baking range, which comprises just seven elegant and functional SKUs. Made from premium porcelain, all the pieces are safe for freezer, microwave, oven and dishwasher.

28

Everything comes boxed for gifting and POS is available. With retail prices from £19.90 to £34.90, opening offer packs for bira members include 90 days’ credit and free stock.

07831 146060 pauline.hinkley@villeroy-boch.co.uk

Impeccably smooth and fresh garments are the result of using Tefal’s Master Precision 360° Upright Garment Steamer, which does away with the need for an ironing board and trips to the dry cleaner. The robust 360° rotating hanger, complete with trouser clips, makes it easy to steam and sanitise your clothes on both sides. A precision steam shot at the tip gets rid of stubborn creases.

To freshen up an outfit fast, this versatile steamer heats up in 45 seconds and is safe to use on the most delicate fabrics. For more intense sessions, the 2.5L water tank (removable for easy refilling) allows up to 80 minutes of steaming. Lightweight and ultra-portable, thanks to two large wheels, the steamer is easily stored as its pole is collapsible.

0844 800 8055 sally@epeinternational.com epeinternational.com

JUNE 2018

Would bira members like your products?

CONTACT SIMONE ADAMS ON 0121 446 6688 EXT 259 OR EMAIL SIMONE.ADAMS@BIRA.CO.UK

Snickers stretches your workwear visibility The new range of cool and functional hi-vis summer clothing from Snickers Workwear comprises an extensive range of jackets, trousers, shorts, tool vests, shirts and fleeces from Snickers’ LITEWork, FLEXIWork and ALLROUNDWORK families. There’s a host of different garments to satisfy the specific requirements of Classes 1, 2 and 3 protection levels.

Snickers’ unrivalled hallmarks of functionality and comfort meet the requirements of the EN471 standard for high-visibility warning clothes. With advanced designs in high-tech fabrics, the garments have durable, colour-fast protection that will last for wash after wash, retaining shape and comfort. All the items can be custom-profiled with corporate brands.

Stellar extends the James Martin range Eleven high-performance stainless-steel saucepans, including a 3-piece and a 5-piece set, are the latest additions to the Stellar James Martin collection. This range’s USP is the handle, sculpted to nestle in the hand, manufactured from an inspired combination of cast steel and non-slip silicone grip. James’s signature is embossed into the handle. In addition to their highquality stainless-steel body, with integral thermal bases that ensure they are suitable for all hob types, the pans have easy-view vented glass lids and capacity markings.

The range, supported by the Stellar lifetime guarantee, is designed by James Martin, who says: “My new cookware range with my long-term partner Stellar is designed to encourage the nation to get cooking. We’ve designed an affordable range of cookware that will be easy to use on a day-to-day basis, regardless of your hob.”

01484 854788 info@snickersworkwear.co.uk snickersworkwear.co.uk

0117 940 0000 / sales@horwood.co.uk stellarcookware.co.uk

Safety meets comfort with the Solid Gear VENT Combining a lightweight athletic look with maximum breathability and superb safety features, the new VENT safety shoe is ideal for workers who are constantly on the move. The upper is made from lightweight mesh combined with Cordura and a thermoplastic polyurethane (TPU) reinforcement to ensure cool comfort, breathability and enhanced durability.

The shoe’s two midsoles deliver stability, flexibility and optimal energy return for enhanced comfort, while the rubber outsole provides anti-slip protection. For added protection, the shoe’s NANO toe cap is 40% stronger than fibreglass and has a more athletic look than conventional metallic ones. Additionally, the BOA fastening system provides flexibility and high-precision adjustment.

01484 854788 solidgearfootwear.com

Pure air is easy with Dyson's Pure Cool Dyson’s most advanced air purifiers to date – the Pure Cool tower and the Pure Cool desk fan (left) – have been launched for spring 2018. The new LCD screens feed back in real time details of the pollutants present in your home, while an improved HEPA filter captures up to 99.95% of gas JUNE 2018

and microscopic allergens. Their draughtfree diffused mode allows purification without cold draughts in cooler weather, while the free Dyson Link app allows remote control.

0844 557 3700 jwaters@connect-distribution.co.uk connect-distribution.co.uk

29

KEEPING YOUR KIT COOL FROM THE INSIDE

www.spalautomotive.co.uk

QUALITY

World innovators in Fan and Blower Design and Manufacture

PERFOMANCE

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BIRA NOTICES

The membership magazine of the British Independent Retailers Association Published 10 times a year by bira publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk

Training in your own time

Design Alan Bingle 07949 024737 alan@forty6design.com PA, senior communications & PR officer Kate Godber 0121 446 3730 kate.godber@bira.co.uk Multimedia sales executive Simone Adams 0121 446 6688 Ext 259 simone.adams@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Stephens & George, Merthyr Tydfil, Wales

bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk bira national president 2018-19 Surinder Josan, All Seasons DIY, Smethwick CEO Alan Hawkins Finance director Beverley Long Commercial director Jeff Moody Membership & marketing director Bob Jarrett

Want to improve your staff’s performance without them leaving the shop?

SUPERVISORY SKILLS

For deputy and assistant managers, supervisors and team leaders The Supervisory Skills distance learning course has been written with first-line managers in mind.

WE ALL KNOW training is essential but taking This programme enables them to develop vital time out of the business can be impossible. skills (e.g. planning and organising, delegation, bira training can help with City & Guilds- time management, training others, motivating accredited distance learning individuals and the team), so they can make courses. These low-cost training a positive impact in their role. options allow your team to Course fee: £265 + VAT develop their skills, knowledge (Non-members: £295 + VAT) and confidence without taking go to bira.co.uk/ time out of the shop. Each of the retail-training. To book, contact Nichola modules is specifically designed BUYING & Cave on 01295 713338 for independent retailers and focus MERCHANDISING and nichola.cave@ on selling skills, supervisory skills For owners, managers, bira.co.uk or Neil and buying & merchandising. assistant and trainee buyers Moss on 0121 446 and merchandisers 6688 / 07823 416847 SELLING SKILLS The Buying & Merchandising and neil.moss@ For sales assistants and retail distance learning course has been bira.co.uk service employees created for buyers and business The Selling Skills distance learning course owners (or managers) who have is designed for all employees engaged in sales buying responsibilities. A concise and service. The aim of the programme is to programme of nine modules, it covers the key develop the knowledge, skills and confidence elements and skills for planning, buying and of new team members and refresh those of budgets, through to supplier sourcing and range experienced members of staff. planning, to deliver improved sales and profit.

Course fee: special price £75 + VAT Course fee: £320 + VAT (Non-bira members: £125 + VAT) (Non-bira members: £375 + VAT)

Find out more

We welcome the latest additions to the bira community bira membership magazine incorporates bira alert, Hardware Today, Cookshop, Housewares & Tabletop and Pet Product Focus. If you would like to reproduce anything from bira member magazine, please contact the editorial team for permission. While every effort is made to ensure the accuracy of the material we publish, bira publishing cannot accept legal liability for any errors or omissions, nor can they accept responsibility for claims made by advertisers or contributors.

Unless specifically stated, goods or services mentioned are not formally endorsed by bira. Views of the contributors are not necessarily those of bira.

All rights reserved. © 2018

JUNE 2018

Cakes Classes and Cutters, Ovington, Northumberland; Catalyst Computer Systems, Mountsorrel, Leicestershire; Energetic Lighting UK, Redditch, West Midlands; Four Seasons with branches in St Helens and Liverpool; Four Seasons Clubmoor, Liverpool; Four Seasons Wholesale, Liverpool; John Crawshaw with branches in Chapeltown, Hillsborough and Stocksbridge, Sheffield; Keith Scarrott Shoes, Cheltenham, Gloucestershire; Liberon, New Romney, Kent; Marske Cricket Club, Marske, Cleveland; Painters Supply, Macclesfield, Cheshire; Palace Home Hardware, London SE19; ProSport UK, Colchester, Essex; Silvermoon Global, London W2; Station Hotel, Caton, Lancashire; The Bowerham Hotel, Lancaster; The Game Cock Inn, Austwick, Lancashire; The Owls Nest, Morecambe, Lancashire; Tivi Ale, Oldbury, West Midlands; Walker Mowers UK, Hull, Yorkshire.

31

THE LAST WORD John McKee: He liked where he worked so much, he bought the business

been declining for 15 years due to the growth of chains and internet selling. Being in a basement is not ideal, but on the plus side we are just 90 seconds’ walk from Princes Street.

Q

How have you grown sales by 15%?

We are just 300sq ft, so I did away with my office and added a double chiller. Due to poor ventilation we can’t sell bread or fresh produce, but with more food and more choice, we have increased business. We also started listening to our customers and communicating better. Customers know best what they want. Our typical customer was a 40-year-old woman, but we are now attracting younger people.

Veganism is growing. I read that one third of people under the age of 35 are vegan, vegetarian or flexitarian, that is, mainly vegetarian but occasional meat eaters. Only a couple of years ago I became a vegetarian.

Q

John McKee

HANOVER HEALTHFOODS, EDINBURGH

No one could suggest Hanover Healthfoods is jumping on the wellness bandwagon as it was established in 1904. Owner John McKee believes it is the oldest healthfoods shop in the English-speaking world. And it’s always traded from the same basement in the Scottish capital.

Q

What’s the history of the shop?

It was opened in 1904 as the Health Goods Depot by a Mrs Bertram. The health foods movement started in Germany, so there might be older shops over there, but we believe we are the oldest survivor in the Englishspeaking world. We have been in the same property from the start. It was a ham and haggis shop before Mrs Bertram opened up.

Today, we have a hog roast place above us!

Q

When did you acquire it?

I started here on Saturdays in 1994 when I was at Edinburgh University studying politics. By 1998 I was the manager, working for Ainslie Friel, whose family had bought the business in 1933. As he neared retirement, he wanted to sell and in 2015 I bought it.

Q

What was your plan?

I didn’t have a plan! In 2005-07 I was chairman of the National Association of Health Stores (the NAHS, which joined with bira last year) and through judging its various awards I had a fair idea of what made a good healthfoods business. On the down side, sales here had

32

Personally speaking Hobbies: I used to run marathons, but after a bout of post-viral fatigue I’m OK just with keeping up with my friends.

Music: You can’t beat a bit of Handel! It’s appropriate for the name of the shop at least.

Food: Middle Eastern, and north African for the wine.

Drink: My current favourite is Aperol with tonic. I overlook the toxic colourings…

Car: I have never driven. Edinburgh has superb public transport.

Best holiday: Hot and interesting. Last summer it was Jordan.

Best gadget: In the shop we have a decades-old letter opener which gets used for everything!

Fave film: Fletch and Fletch Lives. Chevy Chase does sarcasm like no one else.

Business hero: Anyone who fights against the odds and manages to thread integrity through their business.

Best bit of advice received: Employ “masterly inaction”. If you don’t feel that it is the right thing to do, shelve it, don’t act, and let time and fate inform you.  hanoverhealth.co.uk  Hanover-Healthfoods  @HanoverHealth hanoverhealthfoods

You are a prizewinner too...

In April we were named specialist retailer of the year in the Scottish Independent Retail Awards, which are voted for by the public. Our strong point is dealing with people face to face and smiling while we do it. The best thing customers tell us is that we always give them honest advice. Our biggest sellers are vitamins and mineral supplements, then natural body care.

I installed an Emporio EPOS system developed by CLF in 2016. We hold about one third less stock than we did 20 years ago thanks to faster fulfilment. I don’t buy deals. I believe in keeping a good depth of stock and promoting our variety, rather than offering lower prices.

Q

You are Scottish Living Wage Accredited...

The first thing I did when I bought the business was to increase my wages bill by 10%-15%. It’s the right thing to do and I have been rewarded with better performance from my five colleagues. I urge other independents not to be scared of doing this.

Q

How good is your marketing?

We are active on social media and we have just started working with Pointy, the online promoter of retail independents. But an elderly lady came in recently and asked if we were newly opened! After 114 years with one shop, it might be time to open another branch.

Hanover Healthfoods 40 Hanover Street, Edinburgh, EH2 2DR

JUNE 2018

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