IAA Benchmarking Guide, 2019

IT’S ANYTHING BUT AVERAGE

HOW TO ASSESS, COMPARE AND IMPROVE YOUR SHOP

BENCHMARKING GUIDE #IAA19

“The IAA is a springboard for success.

Take part and see for yourself.”

Dave Hiscutt

Londis Westham Road, Weymouth

CONTENTS 3

Why the IAA connects me to success A note from our brand ambassador

4-5

How the IAA can help you

6-7

How to get involved

8-9

Step 1: Marketing to Customers

10-11

Step 2: Customer Service

12-13

Step 3: Effective Ranging

14-15

Step 4: Availability

16-17

Step 5: Shop Layout

18-19

Step 6: Merchandising

20-21

Step 7: In-store Display

22-23

Step 8: Responsible Retailing

24-25

Step 9: Staff Development

26-27

Step 10: Service to the Community

28-29

Step 11: Digital Engagement

30-31

Step 12: Retail Innovation

Your step-by-step guide to the IAA Next steps, key dates and our resources list In association with Lucozade Ribena Suntory In association with Post Office In association with Coca-Cola European Partners In association with blu In association with Pernod Ricard UK In association with Mars Wrigley Confectionery In association with Mondelez International in association with JTI

In association with NFRN

In association with Booker Wholesale In association with PayPoint In association with Upfield

RETAILER SUCCESS STORIES

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IN-STORE DISPLAY

MERCHANDISING

DIGITAL ENGAGEMENT

60%

50%

10%

increase in wine sales by creating promotional displays Ashit Patel Nisa Virginia Quay

increase in sales by dual siting slowselling items

overall sales increase by creating bespoke offers

Mayhul Amin One Stop Canterbury Stores

Mo Razzaq Family Shopper Blantyre

“If you’re doing well it can be easy to get complacent, but that’s when you can drop the ball.”

Why the IAA connects me to success The Independent Achievers Academy’s (IAA) benchmarking programme is a comprehensive – and free – tool to help you improve your store. It’s a framework built around finding the little things you might otherwise overlook while running your shop.

The best thing about it is the benchmarks are applicable to almost any store; they’re shaped by retailers like you and me.

Whether you’re new to the industry or you’ve been in it all your life, there’s always something new to learn.

I use the IAA to help my team understand why attention to detail is so important. The IAA has helped me develop two team members into management positions.

Benchmarking has been an

invaluable process, helping them identify challenges and opportunities in their new roles.

Through the IAA, I’ve picked up some actionable ideas that make a real difference. At last year’s Retail Study Day, I spotted Mital Morar’s amazing free-from range.

We’ve spoken about his supplier since and I now source from the same one. My customers love it.

If you’re doing well it can be easy to get complacent, but that’s when you can drop the ball.

Benchmarking is a great way to refocus your mind and challenge yourself to do better.

The IAA is a springboard for success. Take part and see for yourself.

Dave Hiscutt Londis Westham Road, Weymouth

The Independent Achievers Academy is a learning and development programme helping independent retailers grow sales and profits through benchmarking and expert advice.

The IAA is shaped by top retailers and leading suppliers to give you a framework for success you can trust. It’s built on the small, smart things which, when done consistently, produce results.

Benchmarking helps you assess where you are by asking simple questions about how you operate. You can also compare yourself with like-minded retailers across the UK. Most importantly, you’ll improve your offer by sharing your strengths and opportunities to move forward.

betterRetailing.com/IAA 3

How the IAA can help you The IAA enables you to honestly assess your store, helping you identify opportunities and areas for improvement to grow your sales and profits

This guide includes examples from 29 independent retailers who trust and use the IAA. They are there to show you that no matter what stage you are at, there are small things you can change which make a big difference to your bottom line.

The IAA is a trusted tool for independent retailers to assess, compare and improve their performance. It looks at 12 different disciplines of retailing – everything

1

Take your time

2

Walk your shop

3

It’s a team thing

4

Create your own shop report

The IAA is broken down into 12 steps. You can do them together or one at a time. Just make sure you finish by 31 May.

This guide and our online tool are designed for use on the shop floor. Note things as you see them. Make sure you have the evidence to back it up, otherwise don’t tick.

Involve your team. Explain why you’re taking part and making changes. They’ll buy into your vision, and embrace and suggest changes.

Input your results online and see how you compare with the ‘class of 2018’. You can do this for up to five shops to create friendly rivalry.

4

from bringing in new customers and ensuring you have the products you need in stock, to creating a thriving team and making a positive contribution to your local area.

Your time is precious, so naturally you want to know you get value from taking part. So, on the next page are a few stories from retailers who invest time in the IAA and get great results.

5

Network with retailers like you

6

Compare your store with the best

7

Start now

The IAA connects you to a support network – including our industry-leading supplier partners – and unique events to help you improve and explore ideas.

Benchmark and you could be visited by an independent assessor in July. Next, you get an indepth performance report. You could also make our Top 100 and be put forward for recognition.

You can’t afford to stand still. So, what are you waiting for? Get started. Write down what you will improve, and tell us how you get on using #IAA19.

DEADLINE: 31 MAY

“The IAA is a journey of getting better each year.

It makes you take a step back and helps you find ways to improve. It’s really worth doing.”

Tejal Modhvadiya Whissendine Shop & Post Office (Mace), Rutland

“2018 was the first time I benchmarked. I’d heard about it before, and I now realise how incredibly useful it is to have a record of how you’re doing.”

“I’ve taken part in the IAA every year since 2011.

Every year I’ve reaped the rewards. It’s so inspiring, and making the Top 100 is great publicity for your shop.”

Faraz Iqbal Premier Linktown Local, Kirkaldy, Fife

Trudy Davies Woosnam & Davies News, Llanidloes, Powys

“It’s 100% worth doing.

Retailing can be really lonely, but to be in a network of like-minded people means everyone’s standards are raised.”

Amrit Singh Nisa Local High Heath, Walsall

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Next steps 1

Use the tools on betterRetailing.com/IAA Download this guide, see how other retailers have made changes and use checklists to improve your processes.

2

Follow the Academy in Action visits Find out how our partners are helping retailers like you improve their shops. Work out what you can do by reading the coverage on betterRetailing. com/academy-in-action.

3

Engage with us and our partners Search #IAA19 and follow @IAAcademy for inspiration and updates throughout the year. Visit our partners’ websites and follow them for inspiration or to get in touch. Their details are listed opposite.

4

#

BENCHMARK YOUR SHOP online, on mobile or by phone

Visit betterRetailing.com/IAA/benchmark to use our online tool, or email iaa@newtrade.co.uk with your name and number, and we’ll help you benchmark over the phone.

DATES FOR YOUR DIARY 31 MAY BENCHMARKING CLOSES

19 AUGUST TOP 100 LOCAL SHOPS RECOGNISED

1-19 JULY IN-STORE ASSESSMENTS

6

09 OCTOBER CATEGORY FINALISTS ANNOUNCED

9 SEPTEMBER SHORTLIST ANNOUNCED

27 NOVEMBER IAA GALA

@ NOT READY TO BENCHMARK YET? We know you might not be ready just yet, so why not register at betterRetailing. com/IAA/register and we’ll remind you!

This guide was written by Samantha Gunston.

Celebrate success with growthfocused retailers and suppliers at the IAA Gala on 27 November at Troxy in east London

RESOURCES

betterRetailing.com/IAA

@IAAcademy

Mondelez International deliciousdisplay.co.uk @MDLZ

Lucozade Ribena Suntory betterRetailing.com/ soft-drinks @LRSuntory

Mars Wrigley Confectionery UK Ltd mars.com @MarsUKnews

Post Office runapostoffice.co.uk @PostOffice

blu blu.com @bluvapingUK

Upfield upfield.com @Flora

JTI jtiadvance.co.uk @UKJTI

CCEP cokecce.co.uk @CocaColaEP

Booker Wholesale booker.co.uk @BookerWholesale

Pernod Ricard UK pernod-ricard.com/en-uk @Pernod_RicardUK

PayPoint paypoint.com @PayPoint

NFRN nfrnonline.com @NFRN_Online

We would like to thank all the IAA trade partners for their support in developing the Benchmarking Guide this year and for providing feedback on the benchmarks for each category over the past year.

The content and benchmarks have been developed with support from Neli Dicheva, Jessica Salisbury, Chris Dillon and Steve Denham. We are indebted to Dave Hiscutt, Harj Dhasee, Muntazir Dipoti, Mehmet Guzel, Harj Gill, Mo Razzaq, Sue Nithyanandan, Ferhan Ashiq, Amrit Singh, David Ramsey, Trudy Davies, Adam Hogwood, Julian Taylor-Green, Samantha Coldbeck and Paul Mather for testing the benchmarks and sharing their ideas and suggestions for improvements over the past year. Thank you to the 2018 IAA Category Stars and finalists for sharing their secrets of success and to our Academy in Action Retailers for sharing what they have gained from taking part. © Independent Achievers Academy 2019 Newtrade Publishing Limited 11 Angel Gate, 326 City Road, London EC1V 2SD Tel 020 7689 0500 Email iaa@newtrade.co.uk

START YOUR JOURNEY NOW Success is only a few steps away…

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#IAA19

STEP 1:

Marketing to Customers Make an impact to attract new customers and encourage repeat visits

Marketing to customers is about standing out. What message does your shop give? Will your shop appeal to your target customer?

Stand at the front of your shop and think like a customer. You need an appealing shopfront and signage that makes consumers want to go inside.

Plan for success by setting a marketing budget. Keep track and record what works so you can make your investment work harder.

Footfall is driven by making passersby want to buy from you.

Advertise what makes you different. Do you have the new product everyone’s raving about?

How about a loyalty scheme? Think about implementing one as it will encourage customers to come back.

But be sure to capture contact details so you can get in touch with offers or special events.

ACADEMY IN ACTION Following the visit, we introduced a morning meal deal. We started selling coffee and pastries together and sales increased by 8%. Our evening frozen meal deal also gained traction, with sales going up by 4%.

We tidied the front of the shop as well to make our messaging clearer.

As a result, our posters stand out more and impulse sales rose by 10%.

Bhadresh and Pragna Patel Londis Greatfields Park, London 2018 Academy in Action Retailer

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Create promotions and run giveaways to distribute as leaflets and post on social media.

Tailor messages for time-ofday, such as promoting breakfast meal deals in the morning.

Build identity with specialist offerings such as bakery products and own-brand food to go.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Making local people want to use your shop Is your shopfront clean, bright and in good repair with no cracked glass etc.?

Is your shopfront clear of clutter, damaged PoS, handwritten notes etc.?

Is the area surrounding your shopfront free of litter, weeds and graffiti?

Attracting passers-by in-store Is your shop name and signage etc. clear with no letters missing?

Does your signage clearly tell passers-by what you sell (e.g. news, fresh bread etc.)?

Is your signage well-lit so it’s easy to read at night/in poor weather, with all lights working?

Communicating your offer to your target shoppers Do you send out leaflets or emails to locals with details of what you offer?

Do you advertise in the local paper, community newsletter or website etc.?

Do you send leaflets or emails to locals more than once a month and advertise every three months?

Promotions and loyalty schemes to encourage spending Do you have a way for shoppers to keep up to date with offers or news in-store?

Do you tailor your offers based on what your target shoppers respond to?

Do you have a loyalty scheme and use it to gain contact details for customers?

2018 Category Star Scott Graham (below with Sahar Hashemi), McLeish Inverurie

PARTNER ADVICE Walk your store as if you are a new customer to understand how and where shoppers instinctively go to look for what they want.

By understanding shopper missions, you can influence purchases at key moments and really drive sales growth, attract new customers and increase basket spend.

Planning for success and measuring it

Do you have an up-to-date plan for the marketing you will be doing this year?

Do you have a marketing budget detailing costs for things such as advertising and print?

Do you record what works and make changes to your plans based on this?

What’s working and things to fix

Jemma Healy Commercial Activation Controller – Wholesale Lucozade Ribena Suntory

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#IAA19

STEP 2:

Customer Service

Consider your customers’ needs at every step of their in-store experience

Customer service is more than being friendly. It’s ensuring customers feel welcome. It will keep shoppers coming back.

First impressions matter. When you enter your shop, what do you see? A bright shop sets a positive tone. Do your staff make eye contact and smile? Do they look smart?

Make sure you talk to shoppers.

Ask staff to follow your lead.

Standards need to be clearly written down, so staff remember them. They also need regular updates on products and their location so they can help shoppers find the items they need. Do you remember repeat customers’ usual purchases? Deal with any complaints professionally so customers know they’re being considered. And tell shoppers when you’ve made changes based on their feedback – it’ll make them more loyal.

ACADEMY IN ACTION After the visit, we ordered uniforms and name badges from Spar.

Customers told us it makes us look professional. We started having regular conversations about store standards to ensure we all provide the same level of service. We also sourced new products based on customer suggestions, which resulted in sales shooting up by £200 a week.

Kam and Dalbir Nijjer Spar Meriden, West Midlands 2018 Academy in Action Retailer

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Go the extra mile. We helped one vulnerable customer who’d been robbed by safekeeping his cash.

Look after elderly or vulnerable shoppers by calling to see if they need anything.

Have a robust customer service programme and update it based on suggestions.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Presenting your staff and shop professionally Is your shop floor clean, presentable and well-lit?

Are you and your staff dressed professionally, with easy-to-read name badges?

Are your aisles clear of clutter, stock waiting to be put on shelves and rubbish?

Engaging with customers so they feel welcome Do staff greet customers with eye contact and a smile?

Do staff manage queues so customers are served quickly?

Do staff get to know customers’ names and engage in conversation with them?

Setting the standard and sticking to it

Do you have customer service standards in place?

Do you share these with your staff so they know your expectations?

Do you check to ensure standards are upheld and staff are going the extra mile?

Handling suggestions and complaints

Do staff apologise and try to make things right when a customer complains?

Do you have a process to record customer suggestions or complaints, including when to escalate them?

Do you make changes based on what customers suggest or complain about?

2018 IAA Category Star Dennis Williams (below with Neil Ennis from Post Office and Sahar Hashemi), Broadway Convenience Store (Premier)

PARTNER ADVICE Good customer service is about making a positive first impression by being friendly and helpful, and creating a good lasting impression by being efficient and knowledgeable. It needs to be a team effort, so make sure all your staff understand what is expected of them by having a set of customer service standards that everyone can follow.

Anticipating and exceeding customer expectations Do staff get to know customers’ needs by asking for feedback?

Do staff openly offer help to customers with things like packing their bags?

Do staff know what you sell so they can advise customers on where something is?

What’s working and things to fix

Peter Johnson Head of Network Development Post Office

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#IAA19

STEP 3:

Effective Ranging

Satisfy target shoppers by stocking a mix of bestselling, core, niche and new products

Think about your target customers and ensure your range encourages return visits.

You need an attractive product mix. Start with a core range that gives shoppers choices that suit their budget. Balance growth with margin. A good range may comprise 80% bestsellers and 20% new lines.

Analyse sales data to identify slow sellers, but check for a reason: is it the location, price or something else? Think carefully before delisting; is there a high-spending customer who will stop shopping with you if you don’t stock it? Whatever you replace it with should have a margin that meets your long-term goal.

Look for new products by visiting other shops and work with suppliers to ensure they’re successful.

Consider each product you stock.

Always think: will it sell?

ACADEMY IN ACTION We implemented a new planogram and saw a 15% sales increase. We repositioned the flavoured Diet Coke and Coca-Cola zero sugar varieties, which are now selling the same amount as Coca-Cola original taste.

We added a notepad at the counter for feedback and extended our alcohol range, adding products such as Indian pale ales, which outsell the existing two to one.

David Ramsey

Best-one Byram Park, Knottingley 2018 Academy in Action Retailer

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Use EPoS to review categories every six months. Look at sales, margins and bestsellers.

Make time to visit your suppliers to see where their products can fit into your store.

Study planograms and adopt advice from suppliers and wholesalers to get the best range.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Ensuring a strong core range and reviewing it regularly Do you have a list of everything in your core range?

Do you review and update your core range at least six times a year?

Does your core range give shoppers three choices: e.g. value, own brand, known brand?

Analysing sales data and deciding when to delist Do you have a way to understand your best and worst sellers?

Do you measure the overall margin on best and worst sellers?

Do you check why or what is brought with a product before delisting?

Identifying new and niche products to stock

Do you look for new or niche products to stock in trade magazines?

Do you visit other retailers to spot new products to stock?

Do you have a minimum percentage margin on a product before deciding to stock it?

Understanding customer preferences

Do you have a comments box or similar for shoppers to suggest new products?

Do you have a process to decide when to introduce a requested product?

Do staff ask customers if there is anything you don’t sell which they’d like you to?

Planning and measuring success 2018 IAA Category Star Scott Graham (below with Amy Burgess from CCEP and Sahar Hashemi), McLeish Inverurie

PARTNER ADVICE To meet shopper demands and drive sales, retailers need to get their core, best-selling range right while also adding excitement through stocking the right NPD. For example, zero- and lower-calorie soft drinks, and new flavours of popular brands, should be stocked alongside regular variants to offer clear choice to shoppers.

Do you encourage your team to upsell on key items to ensure their success?

Do you measure the stock turn of the products you sell?

Do you have a long-term plan for how you will increase your sales and margins?

What’s working and things to fix

Amy Burgess Senior Trade Communications Manager Coca-Cola European Partners

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STEP 4:

Availability

Monitor sales and stock to have the products customers want, when they want them

Availability is the result of good processes. Research shows getting it right grows sales.

It starts with a written target.

Ninety-five percent means having less than one in 20 products out of stock at any time. Your staff need to know it to ensure you hit it regularly.

Take a look at your shelves: are there gaps? If there are, consider the reasons behind them and what measures you have in place to avoid them. Could you do more?

Gap checks and minimum stock levels are the next step. Fresh categories need extra attention to avoid waste.

Learn patterns of demand and work with suppliers so they alert you to opportunities. Plan for seasonal events and weather changes to ensure the right products are there when customers need them.

ACADEMY IN ACTION Following the visit, we put gap checks in place and started to assess the shelves several times a day. Gaps reduced, availability improved and tobacco sales went up by 9%. We still have our standard twice-weekly supplier delivery, but we introduced daily 10-minute catch-ups to reinforce availability and implemented a plan so we can act fast if something doesn’t arrive.

Toby Stokes Fison Way Esso, Thetford 2018 Academy in Action Retailer

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Maintain availability by using EPoS data to plan how much stock you need to order.

Make sure staff gap check regularly and plan every promotion with your wholesaler.

Think different – we created a stock room set up like the shop so staff find goods quickly.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Setting availability targets and monitoring success Do you have an availability target?

Is the target 95% or higher?

Do you regularly (five days or more each week) hit or exceed your target?

Day-to-day management and checks Do you have minimum stock levels for items in your core range?

Do you have a way of identifying your core range in-store to make checks easier?

Do you do gap checks every four hours to find any out-of-stocks?

Avoiding overstocking and waste

Do you have a process for rotating stock so the oldest products sell first?

Do you analyse data and adjust your orders so perishable items aren’t overstocked?

Do you perform a stock take on every category once a month and check it corresponds with your records?

Managing suppliers and deliveries

Do you have a calendar of when you need to place orders and when deliveries are expected?

Do you have backup plans in place in case what you order is out of stock or doesn’t arrive?

Do you book everything in and persistently follow up with suppliers to get the items you need?

Planning ahead so new and seasonal items are available 2018 Category Star Peter Bhadal (below with Sahar Hashemi), Londis Woodhouse Street

PARTNER ADVICE A wide range allied to consistent availability is a priority for every retailer committed to delivering a competitive e-vapour offering. Vapers are spoilt in terms of channels to buy their systems, e-liquids and pods – so monitoring EPoS data, keeping an eye on innovations and avoiding out-of-stocks is vital.

Do you plan ahead so seasonal items are available in good time?

Do you use previous sales to help plan what you will sell and order accordingly?

Do you monitor events and the weather so you have the items you need in time?

What’s working and things to fix

Chris Street Head of Trade Marketing, UK & Ireland blu

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STEP 5:

Shop Layout

Design your store and coordinate categories to make it easy to shop

Creating the right feel and highlighting key categories will make shopping a better experience and drive sales. Stand at the entrance to your shop: is it easy to work out where to go?

Have you considered the shopper missions you want to offer?

Categories need to be arranged to guide customers. But signage, layout and lighting should entice them to visit sections.

Does your layout help staff? Tills should give an all-encompassing view of the shop. It will help anticipate queues. Aisles need to provide easy access for restocking without getting in the customer’s way.

Shoppers should be able to buy what they want without feeling overwhelmed or confused. Create a realistic shopping list and test how easy it is to navigate.

ACADEMY IN ACTION After the visit, I rearranged the gins behind the counter to be more visible and analysed my sales data, delisting slow sellers so I could introduce more local and speciality gins. We signposted offers, used media screens and added our own PoS showing the different services we offer in-store. My shop became a destination and footfall increased by 6%.

Natalie Lightfoot

Londis Solo Convenience, Glasgow 2018 Academy in Action Retailer

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Keep the flow of your store in mind when refitting your shop and identify any bottlenecks.

Don’t be afraid of wastage in fresh food. A full display at the entrance draws customers in.

Consider widening aisles. It makes your shop look bigger and is easier for wheelchair users.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Ensuring the shop is comfortable and accessible Are all parts of the shop easy to access?

Do you have space for shoppers to dwell so they feel comfortable?

Do you signpost areas of your shop to guide customers on their journey?

Arranging categories to guide shoppers through their journey Do you place complimentary categories next to each other to guide shoppers?

Do you have offers such as meal deals to encourage additional spend?

Do you have sales targets for each category and record your progress against them?

Making your layout work for you

Does your till area give your employees a good view of the entrance and shop floor?

Do you have a storage area for deliveries so boxes don’t have to be stored on the shop floor?

Do you have a plan for the journey you want customers to take around your shop?

Equipping your shop with appropriate fixtures and lighting Do you have the right type of fixtures for the products you sell?

Are all of your shop fixtures and fittings clean and working?

Do all of your lights work and do they showcase your products?

Reviewing and improving your shop layout 2018 Category Star Simon Dixon (below with Sahar Hashemi), Premier Lower Darwen

PARTNER ADVICE When it comes to getting your shop layout right, it’s important to step into the shoes of your shopper. Allowing them to save time is key, by ensuring core lines of top convenience items are available, while accommodating exciting displays of new products to encourage crucial impulse purchases.

Do you have an up-to-date drawing of your shop layout?

Do your staff walk your shop as a customer with a list and check how easy it is to navigate?

Do you review your layout at least twice a year and implement improvements?

What’s working and things to fix

Chris Shead Off-Trade Channel Director Pernod Ricard UK

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STEP 6:

Merchandising

Promote and price your products consistently to increase sales

Merchandising is about making buying decisions simpler for the shopper. Stand in front of a display: can you make a decision easily? The better your items are displayed on the shelf, the more you will sell.

Imagine you have come into your shop for the first time. If you quickly find footfall drivers, and your highmargin items are at eye level, then your merchandising is working.

Facing up products regularly helps shoppers find what they want. The way you group items, secondary sitings of products on offer and crossmerchandising will influence impulse purchases. This is underpinned by clean shelves and clear pricing and labels. Get ideas and planograms from suppliers, but watch what shoppers do. If you spot a pattern that presents an opportunity, tweak it but don’t lose your discipline.

ACADEMY IN ACTION Following the visit, we moved our ‘reduced’ section from the till and decluttered the rest of the area. We also found that baby food and pet food were slow sellers. We reduced our range and it gave us the space to introduce a Polish foods section.

Ahead of the tourist season, we also created a barbecue display, and overall sales went up by 20%.

Wendy Knight Premier Knights Convenience, Gosport 2018 Academy in Action Retailer

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Team up with your symbol group to teach staff about the different aspects of merchandising.

Delegate responsibility to managers to ensure checks are done when you’re not around.

Use themed displays to drive sales at key seasonal times or ahead of popular events.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Arranging products on the shelf to guide purchasing decisions Do you group products so shoppers can make quick decisions on what to buy?

Do you use planograms or guidelines to ensure you have the right products in the right places?

Do you put high-margin items at eye level to maximise profit?

Ensuring everything is priced in a consistent way Does every product in your shop have an easy-to-read price or shelf-edge label?

Are price tags up to date, professional and tailored to your customer base?

Do you have a strategy to ensure every price makes sense to shoppers?

Promotions to encourage additional purchases Do you use supplier promotional materials to highlight offers?

Do you have secondary sitings for items on promotion?

Do you cross-merchandise categories to gain linked sales?

Having appropriate checks in place to ensure excellence Do your staff face up products and check sell-by dates at least once a day?

Do you have merchandising guidelines for staff to follow?

Do you or a supervisor conduct checks so you know standards are being upheld?

2018 Category Star Jacqui Dales (below with colleague Jo and Ayman Nasreldin from Mars Wrigley Confectionery), London Road Bakery (Spar)

PARTNER ADVICE Merchandising in-store displays should inspire shoppers to purchase.

Attract them with cross category promotions, encouraging impulse and incremental sales. When preparing for key occasions, focus on products that meet the shoppers’ mission. For instance, ‘big night in’ should prioritise items that are ideal for sharing.

Research, review and improvement

Do you watch what shoppers do in-store and adapt displays to grow sales?

Do you adapt the number of facings you allow products based on sales reports?

Do you check which adjacencies are working and make adjustments?

What’s working and things to fix

Lorna Catling Senior Manager – UK External Communications Mars Wrigley Confectionery UK

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#IAA19

STEP 7:

In-store Display

Use imaginative product displays to inspire customers to pick up extra items

Walk your shop and note what you see and sense: does it make you want to buy? Think like a customer: do your displays make you want to pick up more items?

Add interest by creating eyecatching displays in high-traffic areas such as aisle ends and at the front of your shop. You want customers to pick up items as soon as they enter the store. Displays can support local events, new seasons or new products.

Make the most of suppliers’ marketing initiatives and rotate promotions to give shoppers a more exciting experience. Set targets and measure your success.

New products can fail because people don’t see them. Consider running trials, tastings and product giveaways to attract customers’ attention, but be disciplined about how many items you promote.

ACADEMY IN ACTION We moved the soft drinks chillers next to food to go and sales are up.

We worked with our confectionery and biscuit supplier to organise our displays, which tidied up the shop.

People shopped more of it and overall sales went up 3%. Losing our wholesaler last year meant losing their promotions, which customers missed.

With the IAA’s help, we were ahead year on year. Helen and Peter Rogers Lifestyle Express Midway, Ledbury 2018 Academy in Action Retailer

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Make displays relevant. Keep it simple and think about the use of colours and themes.

Get creative with free and low-cost decorative materials to make an impactful display.

Work with manufacturers on promotional displays so offers have maximum impact.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Arranging products in impactful point-of-purchase displays Do you have impulse displays at the ends of aisles or by your tills that change each month?

Is the signage around your promotions simple to read and attention grabbing?

Do you rotate promotions around the shop after two weeks and change them after four?

Using theatre in displays to grab customers’ attention Do you have inspirational displays in high-traffic areas?

Do you use sensory triggers such as aromas, special lighting or sound?

Do you highlight specialist products e.g.

“Try me, I’m new!” or “Sourced locally”?

Planning in-store opportunities to maximise results

Do you create excitement by running trials, tastings or product giveaways?

Do you have a record of the events (e.g. World Cup) which are important to your shoppers that you plan to support?

Do you have a budget to support planning and creating in-store theatre?

Working with suppliers to maximise impact Do you coordinate your displays with supplier promotions/activity?

Do you find out what works and doesn’t work from suppliers?

Do you ask suppliers about products so you can give shoppers extra information?

Recording what works and using it to improve 2018 Category Star Terry Mulkerns (below with Susan Nash from Mondelez International), Mulkerns Eurospar

PARTNER ADVICE Great displays are essential because many purchase decisions are made in store. There are two key principles: make your display easy to shop, so customers can quickly and easily find what they are looking for, and inspire consumers to buy through displays that stand out.

Do you set targets for your displays?

Do you keep a record of results and what has worked?

Do you use the results to decide what to do with future displays?

What’s working and things to fix

Susan Nash Trade Communications Manager Mondelez International

betterRetailing.com/IAA 21

#IAA19

STEP 8:

Responsible Retailing

Protect staff and shoppers through standards, legislation and sustainability

Compliance with legislation and regulations is important. Think about the legal and ethical side of your business: are you doing all you can?

Walk your shop and check all your signage is up to date. It shows staff you run a reputable business and customers that they can trust you.

Efficiency is a challenge. Consider donating stock nearing its sell-by to a food bank instead of throwing it out. Reduce your impact on the environment through recycling and energy-efficient equipment.

Give staff the tools they need and be relentless in setting a good example. Report illicit sales in nearby shops. Train staff to spot and deal with thieves to protect them in the event of an attack.

Continually remind and test your team about following regulations such as age-restricted sales.

ACADEMY IN ACTION We now have receipts stapled to our log book to keep track of when we have refused sale due to a lack of proof of age, but we haven’t had to use this much. By installing an MSP system that we use to scan and put labels on fresh food, we have reduced food wastage by 8%. The labels ensure we know when a product is near its expiry and means our ordering is more exact.

Mukesh and Maduhkanta Patel Select & Save (Moat Stores), Malvern 2018 Academy in Action Retailer

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Report every instance of crime so local police get an understanding of the problem.

Clearly signpost Challenge 25 and make adults aware proxy purchasing is not acceptable.

Work with Trading Standards to tackle illicit tobacco and keep community safe.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Following the Think 25 scheme to eliminate underage sales Do you have signage around the shop about age-restricted products?

Do your staff ask for proof of age, keep a log of refusals and do you check and sign it weekly?

Do you carry out refresher training for your team every month and have a signed log of this?

Minimising theft and ensuring staff feel safe Do you keep high-value products in secure or highly visible locations?

Do you have visible CCTV or a robust security system like security tagging?

Do you train staff on how to spot and deal with thieves and have checks to support this?

Obeying legislation so staff and customers are protected Do you have a food hygiene rating (if you are not exempt) of four or more?

Do you know your local police and/or trading standards officers?

Do you have written records of the regulations you comply with like accident books?

Reducing shop waste effectively

Do you have a price-reduction procedure to sell items instead of throwing them out?

Are you creative (use as ingredients or donate) with items nearing their sell-by date?

Do you know your waste percentage and do you monitor it once a month?

Limiting your impact on the environment 2018 Category Star Samantha Coldbeck (below with Sahar Hashemi), Wharfedale Premier

PARTNER ADVICE Retailers play a key role in supporting their local community. Retailing responsibly – whether through ensuring staff are trained on new legislation, reporting illicit tobacco activity or antisocial behaviour or ensuring age-restricted goods are sold correctly – is a vital component of successful independent retailing.

Do you separate rubbish from recyclables like cardboard, plastic and food waste?

Do you have energy-efficient equipment like LED lights or fridges with doors?

Do you help customers reduce their impact through things like recycling facilities?

What’s working and things to fix

Mark Yexley Head of Communications JTI

betterRetailing.com/IAA 23

#IAA19

STEP 9:

Staff Development

Create a thriving team by training, developing and rewarding staff

Happy, empowered staff means happier customers that spend more. Think about how you manage your team: are you encouraging their best efforts?

Things can go wrong when staff don’t understand what’s expected.

Prepare a staff plan with everything that needs to happen each day.

Detail who’s responsible for tasks so everyone has a purpose.

Share your vision and challenge poor performance. Teach staff how to handle complaints. Develop an induction plan to give new staff what they need to be successful. Your team are the face of your business and need to know and uphold your values.

Good people are motivated by responsibility and need to be developed to get the best out of them. Set a framework, but give them the freedom to make it their own.

ACADEMY IN ACTION We introduced informal catch-up sessions with staff. They gave us some good ideas on how to improve. Staff felt more appreciated and became proactive in cleaning and making the shop look good. Some staff members got involved in improving display areas.

The improved merchandising resulted in a 56% increase in meat sales and 44% increase in frozen food sales.

David and Ian Lewis Crescent Stores Spar, Whitney 2018 Academy in Action Retailer

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Give all new starters an induction so they know what’s expected of them.

Coach on the job so managers can multitask/ understand how others do tasks.

Have regular staff meetings and training sessions to unlock staff potential.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Having the correct paperwork so staff know what’s expected Do you have rotas to assign staff to general tasks around the shop?

Are basic processes such as temperature checks, cashing up etc. documented?

Do all staff have up-to-date job descriptions which your staff buy into?

Training and inductions to ensure staff can fulfil their roles Do you teach staff the importance of things such as body language and upselling?

Do you train staff on your range, bestselling products and customer profiles?

Do you have an induction plan covering health and safety, age-restricted sales and food hygiene?

Rewarding and recognising staff to get the best out of them Do you watch staff so you can notice things they do well and praise them?

Do you have a process to reward staff for great performance or customer service?

Do you encourage staff to come up with ideas and introduce the best ones?

Reviewing and developing staff to fulfil their potential Do you review staff performance and provide feedback every six months?

Do you have development plans in place for staff so they learn new skills?

Do you invest in professional training such as NVQs so staff can progress their career?

Day-to-day processes to ensure smooth operations 2018 Category Star Terry Mulkerns (below with Sahar Hashemi), Mulkerns Eurospar

PARTNER ADVICE Creating a positive retail experience is vital, with excellent customer service and a great shopping environment. Good staff are, therefore, a valuable resource, driving sales and improving customer experience. To get the most out of employees, you must be a responsible employer who invests in staff training.

Are your rotas planned with four days’ notice for staff?

Do you cross-train staff so you have cover in periods of absence?

Do you have daily check-ins and handovers between shifts?

What’s working and things to fix

Mike Mitchelson National President NFRN

betterRetailing.com/IAA 25

#IAA19

STEP 10:

Service to the Community Contribute to your local area to increase awareness and drive loyalty

As an independent business, you need to be there for your community.

It will increase awareness of your shop. Think about how you support your community: are you doing the things they want you to? Ask customers what matters to them and support things that fit your passions.

Do you offer free services and is this information online so new people will discover your shop? Can you run events in-store or somewhere locally to thank customers? Consider supporting a local school or organisation by donating product or time.

Have a plan, work with suppliers and write down objectives to ensure success. Keep track of what gets the biggest response and learn from it.

Share your hard work with local press to get free coverage, and put photos on social media.

ACADEMY IN ACTION Since I added the suggestion box, customers told me our prices are the most competitive locally, but services such as a free ATM are vital. I started weekly fruit donations to the nearby primary school and started to post details of promotions on our Facebook page. The positive reputation created as a result of the advice given boosted weekly sales by ÂŁ12,000.

Seelan Thambirajah Premier Gostwick Road, Bedford 2018 Academy in Action Retailer

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Talk to customers about their needs to gain their trust, and run events around them.

Offer your time to schools.

You could run a breakfast club or talk about important local topics.

Raise awareness – I showed a video of my bungee jump to alert people about prostate cancer.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Offering services to make you a one-stop shop

Do you offer free services such as mobile top-ups, bill payments or home delivery?

Do you offer premium services such as bag packing or a free-to-use ATM? Do you work with other businesses to offer services such as parcel pick-up/drop-off or dry cleaning?

Being generous through charity work and fundraising Do you collect donations for local charities/good causes?

Do you or your staff take part in community fundraising events like fun runs?

Do you work with suppliers to organise or donate product to local events?

Supporting and promoting local initiatives or campaigns Do you promote local initiatives through a community notice board?

Do you regularly support a local school, club, society or organisation?

Do you or your staff volunteer their time to help local organisations or campaigns?

Planning and budgeting to ensure success

Do you have a plan for the events, initiatives and campaigns you will back?

Do you have processes in place for how you will contribute to your community?

Do you have a budget to support local events, initiatives and campaigns?

Sharing successes so your hard work is noticed 2018 Category Star Asif Akhtar (below with wife Abada and Steve Fox from Booker Wholesale), Premier Smeaton Stores

PARTNER ADVICE Making your shop a vital part of the community should not be underestimated. Being actively involved in what matters, be it through events, fundraising or social media, will increase loyalty, sales and profits. Ask shoppers what local issues and causes are important to them and get involved – it really will benefit your business.

Do you share how much you raised in-store and thank people for their generosity?

Do you share photos and videos of the events you take part in on social media?

Do you get free coverage in local papers or websites by sharing what you’ve done?

What’s working and things to fix

Martyn Parkinson Brand Director – Premier Booker Wholesale

betterRetailing.com/IAA 27

#IAA19

STEP 11:

Digital Engagement

Use technology, data and digital tools to keep up with the modern consumer

Think about technology: are you using it to enhance the experience online and in-store? New technology constantly emerges and you need to decide what’s right for you. Can contactless payment reduce queue time? Would online ordering increase sales? Can electronic labels or staff sign-in systems improve efficiency?

Your shop needs to be easy to find on Google. Information needs to be up to date and give customers confidence in your shop.

Choose the right social media platform for your customers. Posts should be engaging – share the benefits of a new product instead of just special offers. Use photos of your team to bring to life your store’s experience. Data helps you understand your business. Using and analysing it can help with your strategy and unlock future profits.

ACADEMY IN ACTION We reviewed our EPoS data and found lines to re-price and surprise bestsellers, which we double-faced.

We also found underperformers, which we replaced with new products that boosted sales. We added interior shop images to Facebook posts, and got much more engagement. Finally, we added photos of our card section to our Google profile and sales increased by 6%.

Bhavesh Odedara

Nisa Local, Canvey Island 2018 Academy in Action Retailer

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Use digital tools such as apps to offer home delivery.

It helped double basket spend.

Take control of your Google profile. Create a business page and upload pictures of your store.

Make use of social media, but make it fun. Customers switch off if it’s all about business.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you see evidence of Ensuring customers can easily find out about you online Can you easily find your shop details online, along with opening hours and high-quality photos?

Are there positive reviews of your shop from customers on sites such as Google or TripAdvisor?

Do you respond to online reviews to show people you’re taking their comments on board?

Connecting with customers and suppliers through social media Do you post on sites such as Facebook, Twitter, Instagram or LinkedIn every day?

Do you post engaging content and photos in order to start conversations?

Do you have a strategy of who you want to engage with and how?

Offering alternative options and simpler ways to buy Do you have express payment facilities such as contactless or Apple Pay? Can customers buy online or over the phone with you for collection or delivery?

Do you have an app where customers can view and buy from your range?

Enhancing the shopping experience

Do you offer free Wi-Fi for your customers and tell them about it?

Do you use beacons to send targeted messages to mobile phones?

Do you use interactive technology such as screens or electronic badges to showcase offers?

Understanding your business and customers with data 2018 Category Star Mo Razzaq (below with wife Roxy and Steve O’Neill from PayPoint), Family Shopper Blantyre

PARTNER ADVICE Convenience continues to evolve, so retailers should make the most of technology, from EPoS to Google My Business, to help promote their store, reduce costs and increase profitability. Harnessing your data to really understand what’s working is crucial to remaining competitive and relevant while enhancing your customers’ experience.

Do you collect data on your customers?

Do you analyse the data so you can better understand them?

Do you use this information to make decisions about the strategy of your shop?

What’s working and things to fix

Steve O’Neill Marketing Director PayPoint

betterRetailing.com/IAA 29

#IAA19

STEP 12:

Retail Innovation

Implement a new product, service or process to add value or improve operations

Great innovations are the lifeblood of great businesses, but they must be planned to ensure success.

Think about how you stand out from the crowd: are you implementing new ideas or making brave decisions to add value?

Don’t take a risk before knowing it’s worth it. Ask yourself why you’re making the change and how to test it. Have a long-term vision and set goals and targets so you and your team can see progress.

Once your innovation is showing results, think about telling the story to your staff and customers.

Share your journey to generate interest and momentum. It will help others learn and you’ll stand out to suppliers.

Think about what you’ve achieved over the past year and use the benchmarks to describe it.

ACADEMY IN ACTION After the visit, we put more time into social media to communicate our expertise. We also asked customers for feedback on our store relaunch. We encouraged them to use the IAA benchmarks to rate and tell us what we could be doing better.

One surprising recommendation was to wear name badges. It wasn’t something I’d considered, but it was an easy win.

Abdul Arain

Al-Amin Stores, Cambridge 2018 Academy in Action Retailer

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Push boundaries. Customers can pick any chocolate bar off the shelf for their milkshake.

Serve more from the same area by using equipment such as blenders to make frappuccinos.

Use machinery, such as cigarette vending machines, to speed up service and improve security.

In association with

& see your progress at betterRetailing.com/IAA Tick all that you can share details of This category is all about how you innovate, as well as what you’re changing. So, instead of a checklist, we’re asking you to tell us in no more than 50 words what innovation or innovations you’ve implemented, to add value for customers or improve operations, since 31 July 2018.

Now, please tell us how you went about introducing the innovation(s) in no more than 500 words, using the below headings to guide you.

Recognising the opportunity – did you see a brilliant idea, find evidence to support it and make it your own?

Understanding the potential gains – did you use your judgement, research it and test it with customers and/or staff?

Having a plan to achieve it – did you write down tasks and deadlines, involve your team and suppliers and have a clear long-term vision?

Setting targets and hitting them – did you

set targets, were they specific, measurable and achievable with a deadline, and did you hit or beat them?

2018 Category Star Ferhan Ashiq (below with Sahar Hashemi), Levenhall Village Store

PARTNER ADVICE

Sharing your success – have you told customers and staff, discussed your experience with other retailers and suppliers, and shared the details of how you achieved it with peers?

Jot down your notes here

Successful retail innovation is the ability to evolve and adapt when required. To stay on top in this highly competitive and fast-moving industry, retailers must keep a finger on the pulse when it comes to new trends and shifts in consumer habits – and not be afraid to make changes when new opportunities arise.

Tracy Hemery Business Operations Manager Upfield

betterRetailing.com/IAA 31

“We’re a lot stronger as a result of benchmarking each year. Taking part really pushes you.”

Mo Razzaq

Family Shopper Blantyre, Glasgow, IAA 2018 Overall Best Shop