Retail Express - 1 December 2021 by BetterRetailing

DODGY SHOPS HIT WHERE IT HURTS • Alcohol licences ripped from fake cig sellers as fight against illicit ramps up • Part two: a first look into monthly raids targeting c-stores in Liverpool

1-13 DECEMBER 2021 STRICTLY FOR TRADE USERS ONLY

RETAIL CRIME

DEPOSIT RETURN SCHEME

LINE RANGING

Government considers “legislative changes” to better protect independent retailers

Scottish stores left in the dark as country fails to finalise implementation date

Top tips for sourcing and selecting new products for your shelves

BACK PAGE

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*RRP = Recommended Retail Price (£4 subject to change). All on shelf prices selected by retailer alone.

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PREMIUM NIGHTS IN

How to create and promote a range for special events hosted at home P22 CATEGORY ADVICE IN PREMIUM NIGHTS

1-13 DECEMBER 2021 betterRetailing.com

NIGHTS TO REMEMBER

1-13 DECEMBER 2021 STRICTLY FOR TRADE USERS ONLY

but out in the evening, now be able to go still many opportunities Your shoppers may discovers, there are as LYDIA WILKINS and sell premium-night-in offers for retailers to build

MISTIC CAUTIOUSLY OPTI FOR CHRISTMAS

and particiten socialising more has grown in importance pating in celebratory events,” he than ever, hosted the mo“This year, more as people celebrate “Spirits sales in conveniinto a panbreadth of range,” ments they can share together, says. 4% versus ALMOST two years fes- it’s about ence have grown by has Chris Shead, off-trade so having an enticing range is demic, and the upcoming last year and Jägermeister be free of says director for Pernod hugely important.” tive season could the category, growing last. People channel Dennys, outpaced time period, restrictions at long According to Johnny as well Ricard UK. 37.1% in the same durcan revisit hospitality “Consumers upskilled more UK head of brand and trade mar- as consumers looked to create topped off UK, home. as on-trade venues, lockdown, they tried Mast-Jägermeister their best nights at their family ing experi- keting at isn’t retailers should with gatherings of Christmas cocktails at home, year, convenience “This ht-in opnew flavours, and and friends. and we can expect will mented with new invest in premium-nig get in on the cancelled However, while peoplemore, treated themselves to the tions right now to more socialising.” and their the more from of out avours fl fastestor be heading atmosphere He adds that the presents an product brands. Last-minute celebratory within on the Christthis winter still growing categories specifor retailers favourite are crucial to getting season, focusing ideal opportunity are liqueurs and mas spirit(s). of more purchases better at spirits to cater to the desires selling it right this Christmas. “Spirits perform by on the of- ality spirits. cautious shoppers “Grabbing a bottle being Christmas as consumers are for hosting or options hosting premium way to either big nights in.

DODGY SHOPS HIT WHERE IT HURTS • Alcohol licences ripped from fake cig sellers as fight against illicit ramps up • Part two: a first look into monthly raids targeting c-stores in Liverpool P3

Illicit tobacco seized in recent independent store raid

RETAIL CRIME

DEPOSIT RETURN SCHEME

LINE RANGING

Government considers “legislative changes” to better protect independent retailers

Scottish stores left in the dark as country fails to finalise implementation date

Top tips for sourcing and selecting new products for your shelves

BACK PAGE

our say

Megan Humphrey, editor

Could the retail crime tide be turning? AMENDMENTS were withdrawn in a Lords debate last week that would’ve made attacking someone working in retail a more serious offence. Of course, this is a huge disappointment. Figures from the ACS’ 2021 Crime Report show there were more than 1.1 million incidents of theft over the past year, with 1.2 million incidents of abuse, which often go unreported. When faced with figures like this, I find it difficult to comprehend how more isn’t being done to safeguard our frontline workers. In my opinion, the UK government has consistently failed to give greater protection to independent retailers vulnerable to retail crime, but last week I sensed a breakthrough, albeit a very small one. During the debate, minister Baroness Williams of Trafford admitted the government were considering what legislative changes might be I SENSED A needed to help retailers. This is by no means a conBREAKTHROUGH, firmation, but it’s the first ALBEIT A VERY time they’ve suggested they were considering such a move. SMALL ONE Lord Coaker said “there were grounds for optimism” on the day of the debate. More than a year ago, the government refused to even entertain the idea, claiming sufficient laws were already in place. I believe this indication shows promise. Things could be moving faster, but it may well be a step in the right direction. I urge you to get in touch with your police and crime commissioner to intensify lobbying on this issue. I know it can feel like you are fighting a losing battle, but don’t give up when things might be starting to look up. @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355 Features writer Jasper Hart 020 7689 3384 @JasperAHHart

News reporter Junior Designer Suhara Pavithri Jayasena Miriam Garofalo @suharajourno Production coordinator Production editor Chris Gardner Ryan Cooper 020 7689 3368 020 7689 3354 Director of sales Sub editor and marketing Jim Findlay Matthew Oliver 020 7689 3373 020 7689 3367 Sub editor Robin Jarossi Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Senior account director Charlotte Jesson 020 7689 3389 Account director Natalie Reeve 020 7689 3372

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Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379 Senior news reporter Alex Yau @AlexYau_ 020 7689 3358 Editor in chief Louise Banham @LouiseBanham

The five biggest stories this fortnight 01

Gov’t considers ‘legislative changes’ to fight crime MEGAN HUMPHREY

THE government has con�irmed it is considering making “legislative changes” to better protect independent retailers against crime. The comments were made in a Lords debate on the Police, Crime, Sentencing and Courts Bill, looking to make

Cash service woe

PAYPOINT stores are at risk of per transaction. Bolton retailer Vas Vekaria breaching exclusivity clauses with rival ATM providers with said using the service puts his free ATM’s £1.25 commission its new Counter Cash service. Designed to target regions at risk. An insider said this could with low access to cash, customers are able to with- “undermine transaction voldraw cash from 1p to £50, umes and challenge the viabilwith commission earned ity of free-to-use ATMs”.

Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3388

42,281

needed and will re�lect carefully on the debate.” Describing the conversation, Lord Coaker said “there were grounds of optimism in the way in which the minister talked about weighing up the options and looking at the various ways forward, including – and this was a really important remark that noble Lords may have heard – legislative change”. In response to the gov-

HFSS-ban concerns

BUSINESS and retail groups have called on the government for answers over unclear high fat, salt and sugar regulations. One of the areas of confusion surrounds the future of meal deals and ‘big night in’ promotions. In the cur-

rent draft of the regulations, these promotions are set to be excluded despite no de�inition of what a meal deal is. Retailers told Retail Express that information “is incredibly hard to source, with expenses for stores not being considered”.

ernment’s crime debate, the head of the NFRN’s political engagement committee, Mo Razzaq, thanked those who supported retailers. “We will continue to lobby the government, police chiefs and police and crime commissioners for greater legal protection for everyone who works in retail,” he said. For the full story, go to betterRetailing.com and search ‘crime’

Getir franchisee

RAJ Bains, owner of One Stop franchisees in October this Lower Road in Faversham, year, with the aim to switch Kent, has been named as one “as many as possible” of its of the �irst UK franchisees of 100-plus ‘dark stores’ locaton-demand grocery delivery ed in the UK. A message from Bains seen service Getir. The company, which prom- by Retail Express said: “[I’m] ises delivery in 10 minutes of�icially the second franor less, began advertising for chisee outside of Turkey.”

For the full story, go to betterRetailing.com and search ‘PayPoint’

Account manager Adelice Tatham 020 7689 3366 Account manager (new business) Jimli Barua 020 7689 3364

it a speci�ic offence to abuse a shopworker. Although amendments were withdrawn that would have made attacking someone working in retail a more serious offence, minister Baroness Williams of Trafford said: “The government are continuing to consider whether changes, including legislative changes, are

For the full story, go to betterRetailing.com and search ‘Getir’

‘Illegal’ disposables

CONFUSION is growing over months, based on evidence of the legal status of disposable alleged malpractice. A spokesperson from Glasvaping devices after wholesalers were forced to remove gow City Council claimed illeleading brands from sale by gal products were uncovered “in a broad range of places” trading standards. Raids took place at 12 visited. “Our focus has been on wholesaler depots across wholesale, and the problem is Glasgow over the past two widespread,” they added.

Audit Bureau of Circulations July 2020 to June 2021 average net circulation per issue

Retail Express’ publisher, Newtrade Media, cares about the environment. Reproduction or transmission in part or whole of any item from Retail Express may only be undertaken with the prior written agreement of the Editor. Contributions are welcome and are included in part or whole at the sole discretion of the editor. Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

For the full story, go to betterRetailing.com and search ‘HFSS’

For the full story, go to betterRetailing.com and search ‘disposable’

@retailexpress facebook.com/betterRetailing

1-13 DECEMBER 2021 betterRetailing.com

megan.humphrey@newtrade.co.uk 020 7689 3357

Booze licence removals used to fight illicit tobacco MEGAN HUMPHREY STRIPPING dodgy stores of their alcohol licence is proving to be a “great success” in cracking down on the illicit trade, enforcement of�icer Mark Wainwright has revealed. Liverpool Council’s Public Protection team is responsible for investigating trading standards issues, including counterfeiting. Wainwright told Retail Express that in the past year, his team has seized nearly 16 kilograms of tobacco, equating to 397,000 thousand cigarettes. “I have some great relationships with retailers across the region who provide us with intelligence,” he said. “These details are essential. We will always act upon any information given to us.” In the past year, seizures have been made across 41 convenience stores, with 12 targeted operations accompanied by the police. “Any information is useful,” said Wainwright. “A shopkeeper once shared the registration number of several vehicles they’d noticed outside a convenience store. On the same day that we received the tip-off, we worked with the police to seize 150,000 cigarettes and £94,000-worth of cash in the boot of a car.” Proposals submitted to a consultation launched last year are expected to give trading standards the

power to issue on-the-spot �ines to law-breaking store owners, removing the need for the case to go to court. When asked how much of an impact this would have on sellers, Wainwright said: “It potentially could make a difference. Fines issued by courts are out of our control and sometimes aren’t enough to deter them from doing it again. “Four years ago, we seized 12,000 cigarettes from a shop and the person in question only received a �ine of £1,000. However, seizing the tobacco hits them hard in the pocket as it’s a loss of a lot of sales.” Wainwright con�irmed his team had seen “great success” in stripping retailers of their alcohol licence, and this punishment is prioritised when necessary. “If we carry out a seizure of a store that has an alcohol licence, sometimes we are able to secure a licence review,” he said. “We have successfully carried out two licence removals in the past year, which have received signi�icant coverage in the local press, which sends a warning out to other sellers in the area.” In the past, store owners have expressed frustration over stores reopening after seizures, with this contributing to a shift in not wanting to report further criminal activity. However, Kent police and crime commissioner

express yourself “A few months before the zone was introduced, I tried to buy a compliant van, but there was a nine-month waiting list, so I ended up buying a second-hand one. The van I now use is half the size of my old one, which is problematic. I am now making double the trips to the cash and carry, which is so time consuming. The van is smaller, so I am not able to fit the same amount of stock that I did before.” Kay Patel, Best-one, London

GOOD WEEK CONVENIENCE: Sales at convenience stores have grown by 2.1%, compared with the same period last year, as shoppers embrace local and last-minute trips. Data from Nielsen over the past four weeks ending 6 November confirm online sales have declined 8.6%, due to smaller online basket spend as shoppers no longer need to stock up. Aldi (7.9%) and Lidl (10.3%) documented strong growth, helped by new store openings. BUBBLE TEA: Convenience stores have been urged to cash in on the growing popularity of the hot or cold Taiwanese drink bubble tea. Offering up to a 68% margin, the beverage consists of a green or black tea base, with toppings – often tapioca pearls – syrups and dairy, which can be made without specialist machinery. For the full story, go to betterRetailing.com and search ‘bubble tea’

BAD WEEK

Illicit cigarettes concealed in a secret compartment under a till

Matthew Scott told Retail Express he intends to �ight for the permanent closure of stores. “Earlier this year, four shops in the county were forced to temporarily close after seizures,” he said. “It will feel like whack-a-mole for a while, but all seizures are taking out key players which will eventually remove county lines. “I urge retailers to continue reporting and be assured work is being followed up.” Scott said Kent trading standards has successfully

the column where you can make your voice heard

halved the number of county lines operating in the region, from 82 to 43. An investigation previously carried out by Retail Express found 23 incriminating posts �logging illicit stock in just 30 minutes. Of the 12 reported directly to Facebook, only 64% were removed in 24 hours. When asked how much this is on his radar, Wainwright revealed: “As a local authority, we aren’t able to form a relationship with an online seller without being approved, which can be a lengthy process.”

He urged tobacco �irms to do more to tackle online sellers using social media. “We would like to see tobacco �irms carry out more test purchasing through these channels as it’s easier for them. We see clothing brands do this a lot and they then share their reports with us,” he said. To report the sale of illicit tobacco, call Crimestoppers anonymously on 0800 555 111, or use the tool on your local trading standards website

REFITS: Shortages of shop equipment and shop fitters have fuelled lost sales and delays to refits. Experts warned the shortages could last into 2023, with symbol groups building closer ties with new and existing providers to keep their store development plans on track. For the full story, go to betterRetailing.com and search ‘refits’ TV CHOICE: Menzies Distribution has warned supply of the magazine in England and Scotland will be disrupted over Christmas due to “print-site issues”. A message from the wholesaler said a split supply will result in retailers receiving their supply on Wednesday – a day after the on-sale date. For the full story, go to betterRetailing.com and search ‘TV Choice’

How has the introduction of London’s ultra-low emission zone affected you?

“I’ve considered reducing the radius of deliveries to save money and limit any unnecessary travel. I’m doing some calculations to figure out how many times a week I would have to enter the zone and whether this would impact my profitability. If we reduce the delivery radius, we will have to consider ways to increase our footfall into the store through promotions or consider expanding our range.” Anonymous retailer

“The van I currently use to travel to cash and carries is out of date and doesn’t meet the specifications required. I can’t afford to buy a new one. I try and avoid travelling into the zone as much as possible, so I have stopped visiting a cash and carry that I used to go to a lot because the prices there were cheaper. I have started looking for alternative cash and carries to visit outside of the zone.” Ravi Raveendran, Colombo Mini-Mart, Hounslow

Do you have an issue to discuss with other retailers? Call 020 7689 3357 or email megan.humphrey@newtrade.co.uk

Ravi Raveendran

NEWS

Scottish DRS date still unknown MEGAN HUMPHREY THE Scottish government has failed to give an update on when it intends to implement its deposit return scheme (DRS) last week. Speaking in parliament, minister for green skills, circular economy and biodiversity Lorna Slater blamed ongoing challenges relating to Brexit, the pandemic and a refusal from the UK government to

remove VAT on deposits for the delay. “The government is committed to operate a scheme as soon as practically possible, and I am working with of�icials to agree a �inal timescale,” she said. NFRN national president, Narinder Randhawa called on Slater to make a decision as “retailers need certainty if they are to plan how their businesses will handle the introduction of the scheme”.

In March, it was con�irmed the scheme would be pushed back a second time, with an “independent gateway review” announced for the July 2022 go-live date. An industry source added: “Slater seemed to blame everyone but her own government for the delay. We are pretty certain a DRS won’t happen in July 2022.” Slater highlighted that during recent “industry engage-

ment”, small businesses had asked for a prolonged delay after continuing to be affected by the pandemic. In the same week, however, the Irish government published its draft regulations. Although a lot is to be con�irmed, retailers will be responsible for itemising the deposit on till receipts, registering with the scheme administrator and taking back empty containers.

#IAA22

BENCHMARKING ARE YOU THE NEXT BEST SHOP? The Independent Achievers Academy gives you the tools to grow — it’s a springboard for success. Take part and see for yourself. Register your interest to take part Visit betterRetailing.com/IAA or contact Kate Daw on 020 7689 3363

Dhasee at Morrisons MORRISONS has con�irmed it is “in active discussions” with independent retailers to join its Daily fascia, after successfully recruiting multi-site owner Harj Dhasee. Dhasee told Retail Express he will be operating under the fascia from January. “Mor-

ASSESS. COMPARE. IMPROVE

IAA

Lorna Slater addresses parliament

risons contacted me after the SimplyFresh and Sainsbury’s deal fell through,” he said. “The team are willing to listen, that’s what really attracted me to them.” His second store in Gloucestershire is expected to convert at the end of Q1.

For the full story, go to betterRetailing.com and search ‘Morrisons’

CO-OP INSTALLS REFILL STATION CENTRAL England Co-op installed the first of a series of refill stations last week in Oxfordshire. Manufactured by Martek Zero Waste (MZW), the unit located at Co-op Littleworth is made from 100% recycled material, and features steel catch trays, gravity bins and an LED display. MZW director, Cameron Galloway said Central England Coop intends to rollout more stations in the next two months.

“It seems as though Central England Co-op is the testing ground for these stations for the whole Co-op estate,” he said.

Mars shortage apology MARS UK has apologised to stores experiencing widespread outages across Mars Petcare and Mars Wrigley lines. Last week, retailers reported shortages in products across some of the brand’s key lines. A spokesperson told Retail Express “chal-

lenges to our haulage capacity” and “labour shortages in some of our warehousing operations” have “adversely affected our customers service levels”. They added: “We are profoundly sorry to our customers. We are clear that our service levels must improve.”

ACADEMY IN ACTION

1-13 DECEMBER 2021 betterRetailing.com

The Independent Achievers Academy (IAA) is a learning and development programme that helps to increase sales and profits. Academy in Action shows how the IAA and its partners are supporting retailers to improve their stores.

We’re here to help. Call 020 7689 0500

Name: Shop: Location: Size: Staff:

Abdul Ramzan Millerfield Store Kennoway 1,000sq ft Five full-time, five part-time

PARTNER ADVICE

SERVICE TO THE COMMUNITY In the next instalment of our 10week programme, the IAA and SBF GB&I visit ABDUL RAMZAN in Kennoway to help him better serve his community COMMUNITY involvement is vital for retailers to drive longterm customer loyalty. Retailers succeed in this category by identifying the changing needs and struggles of their customers and creating a plan on how they can be met. Abdul Ramzan’s family has owned Millerfield Store for just over 25 years. They know every customer by name. Abdul also has a post office in store, which is a vital service to his community. He sponsors a local football team and supported a Remembrance Day mural, but feels he could do more to cement his role in the community. How can the IAA and Carolyn Thomson from Suntory Beverage & Food GB&I (SBF GB&I) help?

Want to know more? To see more of Abdul’s shop, and to find out how you can improve your store, go to betterRetailing.com/Academy-in-Action

Being involved in your community helps to drive footfall. By supporting more local initiatives, Abdul can increase loyalty. Carolyn Thomson Regional Account Manager SBF GB&I

YOUR ACTION PLAN 1 Walk your store as a customer

Use the benchmarks below as a checklist to see what you’re doing well

2 Benchmark your shop

WHY I TAKE PART

Head to betterRetailing.com/benchmark to use our online tool and see how you can improve

We know all of our customers by name, but we want to get to know them on a more personal level. From today’s visit we wanted to gain more insight on how we can achieve this. Carolyn from SBF GB&I has given us some simple to implement ideas about how to increase our involvement with our shoppers and has also shown us how we can use social media to better serve our community.

Do you offer helpful services such as mobile topups, bill payments or contactless payments?

IAA ADVICE Linking up with local events and driving awareness

Sharing success so your hard work is noticed

Finding low-cost ways to engage with the community

Abdul supports local initiatives regularly, such as sponsoring a memorial garden and mural, but wants to get involved with local events and drive customers to his store. What can Abdul do to achieve this?

Abdul posts on social media about his community involvement and has noticed a difference in his engagement, but he feels there is more he can do. What more he can do to show his community support?

Abdul wants to engage with his customers online and consistently reinforce the message that he’s a community store, but isn’t sure where to start. How can he increase engagement within the community?

Carolyn says: “Supporting local events drives footfall. Running an event-specific promotion, such as offering a hot drink at a festive event, can excite people and present social media opportunities. It’s key to manage costs here, though. Abdul could limit this to the first 50 customers and work with a supplier to support the activity.”

Carolyn says: “Social media is great for shouting about community involvement – but it needs to be consistent. Abdul sponsors his local football team, so by running a ticket giveaway and posting about the winner on social media, he could tell a story that might result in higher engagement or page likes.”

Carolyn says: “It’s important to highlight you’re a community store, both in store and online. Abdul could run a colouring competition for his younger customers, encouraging people to vote. He could accept in-person entries as a way to build relationships, but also accept email submissions to grow his contact options.”

ACTION Link up with local events and run a promotion or offer free stock to drive footfall to your store.

ACTION Update your Facebook page monthly about community involvement and be consistent with posts.

ACTION Uncover cost-effective ways to engage with the community, such as running a colouring competition.

Do you collect donations for local charities/ good causes? Do you promote local initiatives through a community notice board or social media posts? Do you have a plan for the initiatives, events and campaigns you will back? Do you share how much you raised in store and thank people for their generosity?

3 Pick one thing to improve Write it down, implement it and let us know how you get on using #IAA

DRIVE AWARNESS AND LOYALTY Visit betterRetailing.com/IAA to find ways to contribute to your local area and see how you can improve in nine other categories

Next time: Environmental Sustainability

PRODUCTS

Cadbury Hot Cross Bun launches JASPER HART MONDELEZ International has launched Cadbury Dairy Milk Hot Cross Bun blocks, available in cases of 18 with an RRP of £1.40, as part of its Easter 2022 range. The cinnamon crunch�lavoured blocks tap into an Easter ritual of sharing hot cross buns and will join the Cadbury novelties range. Cadbury Mini Eggs and the Mini Eggs tablet will return next year, with the tablet the number-one new product this year and the 80g bag the number-oneselling product across all Easter lines in 2021. Cadbury Creme Egg will

also return to help retailers capitalise on the ‘fast start’ selling period, which runs from January until Valentine’s Day. Susan Nash, trade communications manager at Mondelez International,

said: “Easter sales grew 11% last year in independent and symbols stores, with more consumers shopping locally. “Timing is particularly important with Easter falling two weeks later in 2022, meaning there is an

opportunity to grow sales over the longer season. “However, over half of Easter confectionery is consumed before Easter, showing how important it is to capture consumers right at the beginning of the season to drive spend and impulsivity.”

16-29 NOVEMBER 2021 betterRetailing.com

PVM adds Blackberry flavour to Fruittella PERFETTI Van Melle (PVM) has added a blackberry �lavour to its relaunched Fruittella Summer Fruits singles and sharing packs. Available to convenience and wholesalers now, the range includes Strawberry, Orange, Lemon and Blackberry �lavours. Research by PVM shows that blackberry is shoppers’ second-favourite �lavour behind strawberry, and hopes its addition to the Summer Fruits pack will build on the 24.4% growth Fruittella singles achieved in the past 12 weeks. Summer Fruits will also be available in the Favourites

four-pack multipack, which experienced 18.8% growth in the past three months.

RITTER Sport has announced its 2021 festive range, with a Mini Tower Nut Selection joining the returning Mini Tower Chocolate Mix and Caramelise Almonds, Spiced Biscuit and Coconut Macaroon squares. The Mini Tower Nut Selection contains seven squares of hazelnuts wrapped in milk, dark or white chocolate, available to Spar retailers

with an RRP of £3, or from from Ritter’s online store. Ritter’s Winter Edition squares are available from Bestway, Rayburn and Dhamecha with an RRP of £1. In 2020, Ritter Sport saw its sixth consecutive year of growth, with its 37% year-onyear increase 50% ahead of the chocolate block category.

Bassetts Vitamins adds adult lines

Schweppes shows off Ritter Sport unveils Christmas campaign festive lineups

BASSETTS Vitamins has launched a lineup of adult vitamins available in Pregnancy, Woman, Man, Woman 50+ and Man 50+ options. These are Bassetts Vitamins’ �irst additions to its adult range since its �irst adult product in 2015, with each variety containing 30 pastilles. The range is intended to cater to demand for easierto-swallow vitamins, with a soft and chewy format that is easy to swallow. Each new product has an RRP of £12, with the exception of Pregnancy, which has an RRP of £14. Bassetts is supporting the launch with a digital, outdoor and social media campaign.

COCA-COLA Europaci�ic Partners (CCEP) is bringing back its ‘Schweppes – we’ve got the spirit, you’ve got the spirit’ campaign in the runup to Christmas. Led by a TV advert that focuses on family and friends enjoying festivities together, the campaign will also feature outdoor, digital and social media advertising

Diageo’s Gordon’s bottle refresh DIAGEO has revealed an updated bottle design for Gordon’s Gin made from 85% recycled glass. The updated design, which will be rolled out globally across the entire Gordon’s range, pays homage to the history of the Gordon’s brand, displaying a Royal Warrant granted to Tanquer-

ay Gordon & Co in 1769 and a boar’s-head symbol. The bottle redesign is part of Diageo’s effort to make its packaging widely recyclable by 2030, and the supplier hopes to appeal to loyal and new customers with the combination of heritagebased design and recycled packaging.

that spotlights Schweppes’ festive serves, Rosemary Wreath, Jingle Fizz and Merry Spritzer. Martin Attock, vice president of commercial development at CCEP, advised retailers to stock up on mixers in the weeks leading up to Christmas, as sales typically increase by 50% around the festive period.

New Swizzels Love Hearts Candy Sticks SWIZZELS has launched a range of candy sticks under its Love Hearts brand. Available to retailers in packs of 36 with an RRP of 35p per roll, Love Hearts Candy Sticks include a temporary tattoo with a positive message. There are 20 unique tattoo designs available for shoppers to collect. Sarah-Louise Heslop, marketing manager at Swizzels, said: “We’re always looking for new and exciting ways for our fans of all ages to enjoy Love Hearts in any form, and the new Candy Sticks are the perfect way to do that. “We ensured our Love Hearts messages were made

prominent across the collection as they are the essence of the brand.”

Mars Food’s Original ad campaign MARS Food has launched the �irst campaign for its microwavable rice brand Ben’s Original – the �irst since its rebrand from Uncle Ben’s. The ‘Everyone’s original’ campaign runs across TV with two adverts, as well as digital, social and video-ondemand. The TV advert features a collection of households across demographics, includ-

ing a nuclear family, a pair of friends, three roommates, a single-parent family, a family who uses sign-language and a multi-generational family. Mars Food announced the brand’s name change from Uncle Ben’s to Ben’s Original last year following accusations of racist caricature against the old name and its logo – an illustration of an African-American rice farmer.

ACADEMY IN ACTION

1-13 DECEMBER 2021 betterRetailing.com

We’re here to help. Call 020 7689 0500

Name: Shop: Location: Size: Staff:

Craig Warren The Corner Stores (Costcutter) Bury St Edmunds 1,000sq ft Three full-time, five part-time

PARTNER ADVICE Customers buy with their eyes, so availability is key to driving sales. By strengthening his processes, Craig can increase sales.

AVAILABILITY In October, the IAA and MARS WRIGLEY visited CRAIG WARREN to create an action plan to help him improve his availability GOOD availability means planning ahead to ensure shelves are 95% stocked or higher with the products your customers want. Retailers thriving in this area have backup plans in place, such as a second wholesaler, to ensure they maintain availability and meet their customers needs. Craig Warren and his family have owned The Corner Stores in Bury St Edmunds since 1987, and their bestselling category is fresh and chilled. Craig’s challenge is reducing gaps across the store, including confectionery, as well as cutting waste in his fresh and chilled. Craig struggles finding a different wholesaler to provide alternatives when his symbol group products are out of stock. How can the IAA and Mars Wrigley help?

Want to know more? To see more of Craig’s shop, and find out how you can improve your store, go to betterRetailing.com/Academy-in-Action

Steve Simpson Category Development Manager for Wholesale and Foodservice Mars Wrigley UK

YOUR ACTION PLAN 1 Walk your store as a customer

Use the benchmarks below as a checklist to see what you’re doing well

2 Benchmark your shop

WHY I TAKE PART

Head to betterRetailing.com/benchmark to use our online tool and see how you can improve

Availability is key to driving repeat purchases. If you don’t have the right products when your customer needs it most, then they’ll look elsewhere. Our biggest challenge is reducing waste in our fresh and chilled, while maintaining strong stock levels. From today’s visit, I’m hoping to learn ways to combat this and help the business become more profitable.

Do you have an availability target of 95% or higher?

IAA ADVICE Setting availability targets and monitoring success

Carrying out day-to-day management and checks

Managing suppliers and deliveries

Craig uses his symbol group’s suggested minimum stock levels when ordering, but finds this results in some lines being overstocked, creating waste, while others run out, causing gaps. What can Craig do?

Craig does gap scans every morning before ordering. As a result, Craig is at risk of being out of stock on his bestselling lines, jeopardising sales. How can Craig address this to ensure his doesn’t lose sales?

Most of Craig’s stock arrives from his symbol group, but he doesn’t have a backup plan to replace anything that’s missing, increasing the risk of losing a sale. What can Craig do to ensure he can offer alternatives when needed?

Steve says: “It’s important to analyse your sales data and use this to decide whether to adjust suggested orders based on how fast a product sells or upcoming events which will affect impulse lines, such as gum and confectionery. Doing this and setting an availability target will help to reduce gaps, as well as waste long-term.”

Steve says: “Being proactive and carrying out regular gap checks will ensure bestsellers in fast-moving categories such as confectionery, where 70% of sales are made on impulse, stay in stock, increasing sales. He can also put his team in charge of monitoring categories, which will further reduce out-of-stocks.”

Steve says: “Many retailers use multiple wholesalers to ensure their availability remains strong, resulting in higher sales. By researching nearby wholesalers and local businesses, such as a butcher, that can deliver in case any lines don’t arrive, Craig can offer solutions to ensure his customers don’t go to shop elsewhere.”

ACTION Create an availability target and use sales data to adjust orders so you hit it.

ACTION Carry out gap checks every four hours so you can react to out-ofstocks quicker.

ACTION Research nearby wholesalers and suppliers, to ensure you have a backup plan.

Do you have minimum stock levels for items in your core range? Do you have a process for rotating stock, so the oldest products sell first? Do you have a calendar of when you need to place orders and when deliveries are expected? Do you plan ahead so seasonal items are available in good time?

3 Pick one thing to improve Write it down, implement it and let us know how you get on using #IAA

GIVE SHOPPERS WHAT THEY WANT Visit betterRetailing.com/IAA to anticipate shopper desires and see how you can improve in nine other categories

Next time: Merchandising & Display

PRODUCTS

Accolade online platform to give retailers still wine Advantage ACCOLADE Wines has launched Accolade Advantage, a new PoS platform speci�ically designed to help independent retailers capitalise on impulse wine purchases, as well as provide category advice and updates on new lines. The new site will offer free PoS kits to retailers, highlighting bestselling lines across Accolade’s Hardys VR, Jam Shed and Echo Falls ranges. Shipped to the retailer’s store within 30 days

of ordering, the kits include wobblers, posters and shelf tags. Retailers can also receive emails about new launches and speak directly to the Accolade sales team. Still wine is currently worth £1.4bn in convenience, with Hardys the numberone brand and Jam Shed the fastest-growing impulse wine, growing 76% year on year. Tom Smith, marketing director for Europe at Accolade Wines, said: “There is a big opportunity for independent retailers to increase the chances of

SWEDISH Match nicotine pouch brand Zyn has introduced a 9mg strength version of its Cool Mint variety. This marks the �irst 9mg pouch from Zyn for consumers who want a stronger nicotine kick, with Cool Mint its most popular �lavour. The launch comes as the nicotine pouch category in the UK is growing and is now worth £21.8m, with 46.5% of nicotine pouch sales in

the UK coming through the convenience channel. Darren Grif�in, UK country manager of Zyn, said: “By continuing to extend our range, we know that we’ll be providing even more choice for those looking for a smoke-free, tobacco-free alternative. Cool Mint 9mg appeals to those who are used to a higher nicotine consumption, creating further choices for customers.”

JASPER HART

purchase in-store with eye-catching PoS, which calls out big brands and adds excitement to their wine offering. Branded posters can help to engage potential customers from outside before they’ve set foot in the store, while accessible wine knowledge means retailers can make con�ident recommendations to their customers.”

Zyn launches 9mg Cool Mint pouch

Nature Valley PMP to fuel healthy snacking GENERAL Mills has launched a new pricemarked pack (PMP) deal for its Nature Valley Crunchy bar range to help convenience retailers boost their healthy snack sales. The new deal offers two Nature Valley Crunchy singles for £1, with a single normally costing 59p. The deal applies to two Crunchy varieties, Oats & Honey and Canadian Maple Syrup. The PMP offer is available from SHS, Booker and Co-op. Its launch comes as Nature Valley has experienced year-on-year growth in the convenience channel, with the Crunchy range now worth £31.3m. Roisin Witort, marketing

manager for the General Mills snacking portfolio, said: “As Nature Valley performs so strongly with convenience and impulse shoppers, we saw a real opportunity to further increase category frequency with an exciting new PMP offer.”

a d a e r sp smile pa nc ak e da y 1s t M ar ch

1-13 DECEMBER 2021 betterRetailing.com

SOS sent to Paw Patrol for hydration sachets KP Snacks’ testicular cancer campaign SOS Hydration has launched a range of electrolyte drinks mixes for children featuring characters from popular animated series Paw Patrol on its packaging. The SOS Kids low-sugar mixes are available in three varieties: Soaring Strawberry, Splashin’ Lemonade and PAWsome Mixed Berry. They are available in a multipack of nine sachets with an RRP of £7. They are designed to aid children’s concentration, with 3g of sugar and a mix of vitamins A and C, and zinc and magnesium, with no arti�icial additives.

James Mayo, co-founder chief executive of�icer at SOS Hydration, said: “As a

NEW Forest Ice Cream has launched two new vegan varieties, Vegan Vanilla Fudge Dairy Free Ice Cream and Lemon & Lime Sorbet. Both varieties are available in a 500ml tub with an updated logo at an RRP of £4.25. Christina Veal, director of New Forest Ice Cream, said: “The increased demand for vegan options has opened up a new world of delicious,

plant-based options for us to explore. “Now, customers with a range of dietary requirements, as well as those making lifestyle choices, can enjoy the delicious taste of New Forest Ice Cream in a dairy-free recipe that delivers the smooth texture you expect from ice cream.”

beverages marketed at children. Plus, I understand the power of Paw Patrol.”

KP Snacks has launched a campaign to raise awareness of testicular cancer in partnership with charity Movember and RuPaul’s Drag Race UK season one winner The Vivienne. The campaign will see The Vivienne act as KP’s campaign ambassador, encouraging people via social media videos to check their testicles. KP hopes the campaign will raise awareness of the importance for anyone with testicles to regularly check them.

Testicular cancer is the number-one cancer occurring among people with testicles, with around 70,000 people diagnosed each year, yet 62% of those most at risk don’t know how to check for the signs.

Campari to distribute Champagne Lallier to London shops

New Forest’s new vegan ice cream

116.624 mm

dad of two young girls, I wanted a better alternative to the high-sugar, unhealthy

CAMPARI will oversee the distribution of champagne brand Champagne Lallier within the M25 area, following its acquisition of the brand in 2020. The distribution announcement comes as Champagne Lallier has launched a new variety of its R Series cuvée, R.018. Campari will also be distributing a range of Lallier cuvées including Série

R, Rosé, Blanc de Blancs, Millésimé and Ouvrage. Champagne Lallier will join Campari’s newly created Rare division alongside Appleton Estate, Grand Marnier, the Glen Grant and Bisquit & Dubouché. Campari will work alongside Champagne Lallier’s current distributor, Boutinot Wines, in approaching the regional distribution.

Retailers looking to stock Champagne Lallier should email general. uk@campari.com

Visit www.yourperfectstore.co.uk for more information and POS ideas

PRODUCTS

Pet boom creates opportunities A BOOM in the UK’s pet population driven by lockdown is creating new opportunities for retailers to meet shoppers’ needs, according to latest research from Mars Petcare. Sales of Protein Strips, Chunks and Chews dog treats under Mars Petcare’s super-premium Crave brand are up more than 257.2% year on year to £3.1m, which the supplier says makes it the fastest-growing dog treat brand. The supplier’s annual petcare report, ‘Pet Therapy: The retail opportunities of the

pandemic pet boom’, launched last week, claimed pet food and litter sales had jumped 10.8% in the past year, equivalent to an extra £45m in retailer tills. It found the number of dogs and cats in the UK increased by 7% year on year in 2020, a rise of more than 1.5 million pets. This rise was driven by young urban dwellers, with 55% of new pet owners living in cities and a third aged under 40. Zoe Taphouse, category and market activation director at Mars Petcare UK, said: “Unprecedented growth in pet ownership and the shifting demographics of ownership

FERRERO has brought Thorntons back to TV with a new advert for the �irst time in four years, as part of a £3.6m campaign. Having launched on 19 November, the advert will run for six weeks and appears in 30- and 20-second formats, showing a group of friends getting together, with one couple bringing a box of Thorntons Classic as a gift. The campaign follows

Thorntons Continental and Classic generating respective sales of £29.1m and £13.7m this year. Levi Boorer, customer development director at Ferrero, said: “Our latest campaign will keep the brand front of mind during a key sales period for retailers, ensuring long-term success of the brand and helping to drive purchase of our products in stores.”

JASPER HART

are driving huge demand for specialist products that cater for animals’ speci�ic needs and build closer bonds between owners and pets.”

Ferrero brings Thorntons back to TV

CCEP community Christmas ad COCA-COLA Europaci�ic Partners has unveiled its 2021 Christmas campaign, ‘Real magic at Christmas’, which celebrates community and being together. The campaign is anchored by a new short �ilm, which is supported by a series of promotional activity across various channels, including consumer and charity initiatives, while a 60-second TV edit of the short �ilm will air

from 1 December. The �ilm follows a boy whose imagination and efforts gather a community’s goodwill at Christmas, creating a shared moment around a festive meal and a Coca-Cola. The campaign accompanies the on-pack ‘Win a meal, give a meal’ promotion launched on Coca-Cola Original Taste and Zero Sugar varieties last month.

1-13 DECEMBER 2021 betterRetailing.com

Paid feature

Country Choice unveils range of festive bakery options COUNTRY Choice has unveiled its festive range, with a raft of new products joining returning favourites to cater to a variety of shopper missions. New biscuits to the range include Festive Friends Reindeer, Polar Bear Biscuits, Gingerbread Reindeer and White Chocolate Orange Funtime Donuts. They join its Gingerbread Muf�ins, Chocolate Mallow Puddings, Snowman Cupcakes, Christmas Jammy

Shortcakes, Chocolate Yule Log and Crumble Topped Mince Pie. Meanwhile, the supplier has also added to its savoury pastry selection with a Brie & Cranberry Turnover joining the Turkey, Stuf�ing, Cranberry & Ham Bake, a Chicken & Stuf�ing Bake and Steak & Cheese bar. It has also launched a Mulled Fruit Lattice as part of its sweetpastry offering. The supplier also has a range of mince pies on offer,

Trivento launches VOD adverts CONCHA Y Toro has launched a new 20-second ad on videoon-demand services supporting its premium Trivento Private Reserve Malbec. The new ad, launched on 15 November on ITV Hub, All4 and Sky On Demand, runs until 24 December. It comes as Trivento Private Reserve Malbec has grown 34.8% in the past year, and 68% in the past 12 weeks, with a retail

sales value of £10m. Overall, Trivento brand sales have increased in value by 32%, with household penetration now at 7.5%. Pretty Johl, Trivento marketing manager, said: “We’ve experienced a step-change in our brand awareness over the past 12 months, and with this heavyweight Private Reserve campaign, we’re excited to drive our premium tiers further.”

Mirror Margarita’s clear cocktail THE team behind London agave spirits bar Hacha has launched its own premium independent cocktail brand, Mirror Margarita, named after a cocktail served at the bar. Available in Tequila and Mezcal varieties, each with an RRP of £36 per 500ml bottle and with an ABV of 18%, Mirror Margarita has a clear appearance, compared with the cloudy lime-coloured appear-

ance of a traditional margarita cocktail. Hacha originally sold it in a premium bottled format in November 2019, and then expanded to nationwide online delivery in 2020 throughout lockdown. Hacha co-founder Deano Moncrieffe said making Mirror Margerita its own brand would pave the way for an expansion into new varieties and seasonal �lavours in the future.

including ready-to-bake and thaw-and-serve shortcrust varieties, as well as Luxury, Catering, Mini and Wrights Shallow mince pies. Retailers looking to make their food-to-go sections more festive can also stock up on Country Choice’s Turkey, Stuf�ing & Cranberry sandwich �illing. There is also a range of gluten-free options available, including Mince Pies, Iced Fruit Cakes and Chocolate Orange Tarts.

Zoe Taphouse Category & market activation director, Mars Petcare UK

Blossom Hill teams up with Comedy Central TREASURY Wine Estates is returning to screens with a new campaign for Blossom Hill promoting its partnership with Comedy Central. Through the TV ad, consumers will be able to enter a competition to win tickets to Comedy Central’s FriendsFestive event, where they will be given a glass of Blossom Hill at The Comedy Central Bar, as the exclusive wine

partner and bar sponsor. The FriendsFestive event is on at the Truman Brewery in London until 19 December. Ben Blake, marketing director at Treasury Wine Estates, said: “The Comedy Central partnership will help us to continue building momentum for the brand while maintaining relevancy among our key audiences, especially over the festive season.”

Ting goes big on social media JAMAICAN sparkling soft drinks brand Ting has launched a social media campaign to increase awareness of the drink in the UK and broaden its appeal. The campaign will include food pairing suggestions and the brand will partner with mixologist in�luencers to showcase the ways Ting can be consumed. It aims to tap into the mixer market which was worth £307.1m in

2020, having grown in value by 29.6%. Ting is marketed as a mixer and standalone soft drink. Terri Cooper, senior commercial manager at Ting, said: “We’re on a mission to have more consumers drinking Ting and grow its loyal fanbase.”

Capitalise on petcare sales IT’S an exciting time for petcare. Britain is in the midst of a pet population boom, driven partly by the pandemic and growing understanding of the benefits of pet ownership on our mental and emotional wellbeing. This, in turn, is driving an acceleration of growth and presents a big opportunity for retailers. It’s not just the rise in Britain’s dog and cat population that suggests the future is bright for the category, though. The demographics of pet ownership are changing, too, and there is a growing preference for certain breeds that tend to live longer than others. The reward for retailers that offer the right products for the right pets at the right life stage is a lifetime of loyalty.

The convenience channel has had its share of petcare spend increase to 14.6% of total category value in the past year1. Premium brands, such as Cesar and Sheba, are key to driving spend in this channel. Overall, sales of branded cat and dog food have increased2. The lesson? Providing trade-up options in convenience stores is key to driving premiumisation and shopper spend, especially in luxury wet single-serve dog and cat food. Shoppers are also trading up in terms of pack size, with shopper penetration of single-serve wet cat food in seven-to-15-pouch multipacks seeing growth, as well as 101g-to-200g packs of dog treats. By increasing distribution of larger packs, independent retailers can increase spend. Mars Petcare is also helping retailers capitalise on the growth opportunity within convenience with its ‘Dream Sixteen’, a reinvigorated range of muststocks, including bestsellers from Pedigree, Whiskas, Sheba and Cesar. There’s no getting away from the fact that 63% of visits to convenience stores are for top-up shopping missions3, making it crucial that retailers maintain a core range of bestselling items to avoid disappointing shoppers and losing sales. Good signposting and secondary positions for treats are also invaluable, helping to evaluate that topup shop to a more valuable transaction. For more information on the future of petcare, read Mars Petcare’s latest report at gbr.mars.com/news-and-stories 1 3

Nielsen CPS w/e 24.04.2021, 2Nielsen Homescan April 2021, IGD 2021

OPINION

DON’T MISS THE 10 DECEMBER ISSUE OF RN

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured DRS: What impact does the delayed start date in Scotland have on you? “I WOULD say the delay is a good thing, as it allows us to have more time to prepare. At the moment there is no real information about what we should be doing. So, at least we have time to figure out how we will have to adapt our store.” Stuart Mitchell, Premier Mitchells, Newburgh, Fife

Dealing with customer complaints: how do retailers turn customer complaints into mutually satisfactory conclusions?

SHORTAGES: How is the Walkers crisps crisis affecting your store?

Beer and cider: last-minute ranging and pricing strategies to get the best sales and margins over the festive period

THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ERS TITLE RETAIL FOR NE IENCE ‘I’ll lobby gov’t NVEN WS AN CO D D CONV S AN to solve news ENIENC R NEW FO E supply issues’ E RETA TL ILERS ING TI New partnership between small AD LE business commissioner and RN to THE help tackle carriage charges, late deliveries and missing credits Page 10

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“WE understand why there is a delay, but the government has not shown any leadership in telling us when it will be implemented. Retailers are unaware of when they need to make changes, putting them at a disadvantage.”

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The reps were taken off two weeks ago

Anonymous retailer

“I HAVE had trouble with getting Walkers products recently, and it is starting to get frustrating, and I know that a lot of other retailers in my area are in the same situation as me where they have been unable to get any Walkers stock over the past few weeks.” Anonymous retailer

NORTHERN IRELAND: How has the rise in bag-charge levy affected you? “WE are quite shocked by the rise. 10p would’ve been okay with us, but this increase will mean all bags will have to go up in price. It is putting so much more pressure on retailers, with more paperwork to complete after the carrier bag levy is introduced.” Judith Mercer, Spar Greenway, Belfast

“IT’S ridiculous. It is unbelievable putting the levy up to 25p. A lot of the elderly customers who visit my store frequently will end up having to pay this carrier bag charge multiple times a week which will add up, especially if they are on a state pension.” Eugene Diamond, Diamond’s Newsagents, County Antrim

It is putting more pressure on retailers BUDGET: How have shoppers reacted to duty rises?

The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 3871 6490

“I HAVE not been able to get any Walkers products recently at all. The reps were taken off two weeks ago and my concern is the backlog when they come back. I rely on them to come to my shop each week to get the products for my store.”

I have seen a 10-12% decline in sales

“IN the past few weeks, I have seen a 10-12% decline in tobacco sales in my store. Increased prices and rapid duty rise is the reason why I started seeing a decline, and a lot of people are openly tell us that they are buying illicit tobacco products after we increased our prices.”

Ferhan Ashiq, Day-Today Ashiqs, Prestonpans

“MOST customers know how much essentials are and will often shop around when prices go up. They are also savvy when it comes to promotions, which are often tight on profit margins, so simply putting the prices up doesn’t bode well for footfall.” Samantha Coldbeck, Wharfedale Premier, Hull

SUSTAINABILITY ADVICE

1-13 DECEMBER 2021 betterRetailing.com

In partnership with

SUSTAINABILITY IN ACTION Sussex retailer ALPESH SHINGADIA teamed up with JTI and responsible business network BUSINESS IN THE COMMUNITY (BITC) to create a plan for his shop to become more environmentally sustainable

LOCATED on a high street, the award-winning Budgens Southwater in West Sussex boasts steady footfall with its focus on fresh produce and chilled food. Ahead of a planned refit, owner Alpesh Shingadia teamed up with JTI and BITC to create a five-point plan to make sure his refresh is as environmentally sustainable as possible. We catch up with Alpesh and JTI’s sustainability director, Ruth Forbes, to find out what’s changed since they began working together.

FOCUS ON ALPESH SHINGADIA Budgens Southwater, West Sussex

CHALLENGES AND CHANGES Understand emissions: Alpesh’s first step was to find out how much energy he is using, which was higher than he expected. “We have to focus on bringing that down. We have an island chiller with no doors, which we’re looking to retro-fit,” Alpesh says. Appoint a champion: Alpesh identified a member of staff who is now tasked with shaping his sustainability policy. Her role is to speak to customers and research ideas to help him run a more sustainable store. “She has enabled us to understand the trends,” he says. Run a customer survey: More loose fruit & veg and vegan products were the two big takeaways from Alpesh’s survey. “I was surprised, as pre-packed goods tend to be cheaper, but there’s a big need for loose. We’ll now look to expand our range,” Alpesh says. Refit sustainably: As well as retro-fit chillers, Alpesh is sustainably refitting his store by keeping 90% of his current shelving and selling on equipment rather than sending them to landfill. “Sensors on our lights are also a must,” he explains. Collaborate effectively: Alpesh is keeping track of the lessons he has learnt to share with suppliers and other retailers. “Now we know our emissions, we can measure them again once we’ve finished our refit and communicate the reduction to our customers, too.”

ALPESH SAYS “THERE’S traditionally not a lot of help available around sustainability, but it’s been great working with JTI and BITC to get a total store view.”

GET INVOLVED

JTI’S TOP SUSTAINABILITY TIPS FOR YOUR STORE

EXPERT ADVICE RUTH FORBES

Sustainability director, JTI “WHAT’S impressive about Alpesh is that he isn’t afraid to make sustainability investments that will pay off in the long run. He is taking steps in improving energy efficiency, increasing recycling and reducing waste to landfill. It’s all part of what responsible businesses should be doing. JTI is also applying this thinking to our own supply chain. We’ve added sustainability criteria to all our UK tenders. With suppliers, we’re looking at their environmental, social and governance standards, and this is influencing who we work with.”

Talk to your customers to find out what they are looking for from your business when it comes to sustainability. A survey is a really useful way to find the trends and opportunities.

Ask suppliers for support. JTI’s salesforce will soon be equipped with top tips from BITC, which retailers can tap into during store visits to find out what their next steps in sustainability could be.

Facts, statistics and data help you to tell the stories in a way that will resonate. Communicate the tangible results you have seen to clearly show your customers how you are improving.

RUN A MORE SUSTAINABLE BUSINESS To see more of Alpesh’s shop, and for more advice and tips, go to betterRetailing.com/sustainability-in-action

LETTERS

1-13 DECEMBER 2021 betterRetailing.com

jeet bansi

Letters may be edited

Meon Vale Londis, Stratfordupon-Avon

The importance of investing in your team

‘New eco packs are costing me damages every week’ THE updated packaging for boxes of Budweiser and Stella Artois fall apart and fall over, and bottles end up lying on top of each other. I am suffering damages left, right and centre. Roughly, I’m losing between £25-£30 of stock every week because of this, and that’s been going on for about six months. Nothing has changed. This seems to happen every time I go to the cash and carry – I have to be so careful. We are also continuing to get complaints from customers who are hurting themselves on the carry-hole of Strongbow when they pick them up.

All of these issues have been going on for so long and something needs to change. Shad Ra�iq, Premier – Shads Bishopton Stores, Cardiff

A spokesperson for Budweiser Brewing Group responded: “We’re committed to creating sustainable packaging solutions that are also practical and durable for all of our customers. “Following feedback from some customers on our plastic-ring-free packaging, we created an eight-sided outer tray to provide better

stability at depot level. We fully transitioned to these eight-sided trays on all can SKUs in October 2021. “In January, we will also be trialling a new sustainable packaging format that we hope will further mitigate any issues. This is a ‘lockand-pop’ solution that will roll out across �ive of our can SKUs during the trial period. We will be in close contact with all customers throughout January and will be taking on their feedback. If successful, we aim to roll out this new solution across all can SKUs in the new year. “We are sorry to hear

that this retailer has had a negative experience with our sustainable packaging, and we encourage them to contact us directly to discuss further.” A spokesperson from Heineken added: “Green Grip eradicates the need for plastic rings to hold cans together and is part of our plan to save 500 tonnes of plastic per year through the removal of plastic from our packaging. “If any consumers or retailers have had an issue with a pack, we encourage them to get in touch so we can fully investigate.”

COMMUNITY RETAILER

OF THE WEEK

WIN A case of 19 Crimes Seltzers

19 Crimes has teamed up with Retail Express to offer five convenience retailers a mixed case of its two new seltzers, available in Raspberry & Black Pepper and Lime Bitters flavours. The seltzers, designed to disrupt the alcohol category, have an ABV of 5%, contain 99 calories and have all natural flavours.

TO ENTER Fill in your details at:

betterRetailing.com/competitions This competition closes on 29 December. Editor’s decision is final.

Avtar Sidhu, Kenilworth Budgens – @asidhu007

‘Skydiving in honour of my friend Raj’

Investing in staff is so important not just for the staff members themselves, but for us retailers. It also leads to store standards improving across the board and the return of more satisfied customers. We have a young staff member working for us part-time who was keen to do an apprenticeship and learn about business Each issue, one of seven top administration, retailers shares advice to looking at the retail make your store magnificent side of things. He is working with us and seeing how what he does in his day-to-day role transfers to his academic achievements. By investing in him, we can mould him to our standards. It’s about creating these real-life scenarios that you can relate to and use in other situations. I’m a big fan of analogies in that way. We have senior colleagues who can pass on their age and experience to this individual, explaining what our standards are and taking him through our decision-making process, which is all part of his apprenticeship. He is working on the academic side of things at home and doing his practical learning with us. Our team members have been guiding him in all things, from procurement to how a product gets onto the shelf, to avoiding phrases such as ‘help the man’ and instead saying ‘please help this customer’. It’s a one-year apprenticeship and he’ll be finished by July next year. I want him to have all the principles of running a business, even if he goes and starts his own. It’s so important to look in-house. There’s young talent out there that needs a base, somewhere to start. Look at the people you’ve got and see if you can develop their skills so that they become people working within the business and taking on responsibility. Make them part of that team in the decision-making process and make sure that they’re engaged. Talk through what they’ve done. If they’ve done something good, explain to them what you liked about it. If they’ve done something wrong, ask them why they made that decision and talk through how they made it, and then explain your own thought process. We have another young girl working for us. She’s been with us for five years and she has grown right from the start. She’s versatile and flourishes in any position I put her in. The customers like her. This was her first proper job and the emotional attachment she has to the place cemented things for me, really. I am also able to use my senior colleagues to pass on their experience and knowledge from their previous roles at supermarkets, for example. They have their own background and they can tell you what they’ve done in previous roles.

Raj Aggarwal

I DID a skydive recently to raise funds in memory of my good friend Raj Aggarwal. I did the leap of faith for causes that were important to Raj. We decided to support two new inspirational NHS legacy projects. The money will help to create a sanctuary garden for the staff and patients at Sheffield Hospital, which was one of the hospitals Raj did charitable work for. Also, we will support the creation of Leicester’s first dedicated children’s hospital. Another retailer, Dee Sedani, and I did the skydive and our target was £5,000.

Get in touch

@retailexpress betterRetailing.com facebook.com/betterRetailing megan.humphrey@newtrade.co.uk 020 7689 3357

STERLING

R O L L I N G TO B ACCO

ESSENTIAL NOW AVAILABLE IN 50G

WHAT IS IT? • Following the success of Sterling Essential 30g, JTI is now offering a 50g format, with the same fantastic RYO quality and a competitive RRP of just £21.20*. The 30g variant also offers a great value RRP of just £12.95*. • Providing everyday value with a whole leaf blend, without the papers or filters, means existing adult smokers now have the freedom to purchase their preferred tobacco accessories. NEW BLEND – WHOLE LEAF WITH LOWER MOISTURE

WHY STOCK IT?

12.95 £ 21.20

RRP* 30G

RRP* 50G

• Sterling Rolling is the UK’s fastest growing RYO brandi. • Within the RYO category, Value RYO is the leading sector with a 52.3% shareii. • The Value RYO category is growing 14.3% year on yeariii, generating sales of £3.9 billion a yeariv.

Mark McGuinness, Head of Marketing at JTI UK, says: “The new Sterling Rolling Tobacco Essential 50g format meets the growing demand for Value RYO, and provides retailers with even more choice to offer their customers. We would recommend retailers stock both the 30g and 50g formats to make the most of the profit opportunity available.”

*Retailers are of course free to sell JTI products at whatever price they choose. i. IRi Market Place, Volume Share, Total RYO/MYO, Total UK, over the last 12 months to Sep 2021 (based on slope calculation) ii. IRi Market Place, Volume Share, Total RYO/MYO, Total UK, Sep 2021 iii. IRi Market Place, Value Sales, Total RYO/MYO, Total UK, MAT To 10/10/21 vs. MAT To 11/10/20 (Increase in Sales Value). iv. IRi Market Place, Value Sales, Total RYO/MYO, Total UK, MAT To 10/10/21

RETAIL

IN ACTION

BRAND SPOTLIGHT

FOCUS ON:

CÎROC Cîroc is known for its super-premium taste, look and flavour, and with Christmas on the horizon, it’s a must-stock to drive trade up. DIAGEO explains how retailers can make the most of the opportunity

What is the product?

Why stock it?

CÎROC vodka is inspired by more than a century of wine-making expertise and craftmanship, made with fine French grapes and distilled five times. Available in a variety of flavours to suit all occasions, the Cîroc range supports the growth of the flavoured vodka category, with the segment having experienced a growth of 39% in the off-trade1. Alongside Cîroc Original Vodka, the range includes aromatic Red Berry, tropical Mango and crisp Apple, among many more. The brand is also known for its limited-edition series, which includes White Grape and Summer Watermelon. The most recent launches include Summer Citrus and Pomegranate. Cîroc Pomegranate lands just ahead of Christmas – a time when consumers actively seek pomegranate flavours2. Over the Christmas period, Cîroc is a must-stock for retailers as Cîroc’s share of total vodka sales double during Christmas across the impulse channel3. The bottle’s striking aesthetic stands out on any shelf, with its unique bottle shape and metallised orb in the centre – a characteristic feature of the Cîroc brand, which ensures a uniformed look and recognisable design.

CÎROC is the number-one super-premium vodka in the UK4 and is in double-digit growth5. The brand not only taps into the demand for premiumisation, but also the growing popularity of flavoured vodka. Cîroc is renowned for providing shoppers with a diverse flavour range that offers something for every occasion. This could be refreshing options for summer sharing or that ‘wow’ factor during the festive period – all of which create memorable moments at home. Cîroc caters to those consumers looking for a more premium and quality option, or a treat enjoyed by friends and great for sharing. Hannah Tucker, shopper marketing manager – vodka, rum & tequila at Diageo, says: “Consumers naturally gravitate towards brands they recognise and trust to deliver that quality premium experience. Luxury vodka brands, such as Cîroc, are perfectly placed to capitalise on current and seasonal consumer trends. With super-premium vodka accounting for 59% of total super-premium sales5, Cîroc is a must-stock.”

Must-stocks Cîroc Red Berry 70cl RRP £38

Cîroc Red Berry is a festive must-stock that comprises an aromatic fresh berry flavour with a smooth and silky finish.

Cîroc Original Vodka 70cl RRP £38

Cîroc Original Vodka is a recognisable brand, likely to encourage trade up with its premium taste and quality.

Cîroc Pineapple 70cl RRP £38

Cîroc Pineapple is made with natural flavours of fresh, crushed pineapple, creating a tropical taste and helps retailers meet the demand for new flavours.

1-13 DECEMBER 2021 betterRetailing.com

In partnership with

In action

Alongside using eye-catching PoS materials to inspire customers and maximise the profitability of your range, retailers should consider blocking categories together with clear pricing and placing premium products on the top shelf.

Flavours are growing in popularity, taking the vodka and spirits category by storm. Make sure to stock a range of flavours to appeal to a wider customer demographic and group together on shelf to create high impact and grab attention.

SUPPLIER

Stats

Three

Cîroc is the no.1 super-premium vodka in the UK4

The average a Cîroc shopper has bought in the past six months4

13.5%

5.9%

The total value share of vodka in the off-trade6

The share of Cîroc’s total vodka sales in the week of Christmas3

R12M Off-Trade Value Growth Nielsen April 2021, 2Google Worldwide Trends ‘Pomegranate’ search term 2019-2020, Nielsen Scantrack Impulse MAT 17.07.2021, 4IWSR drinks market analysis 2021, 5Incite, April 2020 – At what point did you decide to buy Cîroc specifically? Base: Convenience N=78, 6CGA & Nielsen_Headline Reserve Report_P13 (26.12.2020) 1 3

Drive sales across multiple categories and show consumers how to incorporate premium mixer options that will complement a premium spirit purchase. Encourage trade-ups across a range of categories, including drinks, snacks and confectionery.

Hannah Tucker Shopper marketing manager – vodka, rum & tequila, Diageo

“WITH consumers having missed out in 2020 as restrictions prevented festivities, Christmas shoppers may be inclined to go bigger in celebrations this year. Retailers must therefore be prepared as people look to retail to meet their festive needs. “Retailers can take advantage of Cîroc’s premium positioning and broad range of flavours in helping to encourage festive sales and encourage trade up. Flavours are a core driver of brand appeal and choice, so stocking a range of Cîroc is key. “Cîroc can make your store a destination of choice, but also drive incremental sales as 87% of convenience shoppers that purchase Cîroc buy something else with their purchase6, with a high typical basket spend of £573. So, whether you’re looking to tap into the opportunity all year round or over the festive period, Cîroc can mobilise sales for your premium vodka offering, but also due to its premium credentials, tap into those Christmas celebratory and gift opportunities.”

Discover more about Cîroc by contacting your chosen wholesaler or visiting the Cîroc website at ciroc.com

HELP YOUR SHOPPERS

FIND THE DRINK THEY WANT Adding new drinks to your chiller is important to create customer excitement. But over time, the shopability of your range can suffer if you don’t take a step back to plan what goes where. Chris Sophocleus from Suntory Beverage and Food GB&I (SBF GB&I) joined Mike Lakhani at his store in Southampton to find out how a fresh look can help improve your sales.

THE RETAILER

THE STORE

MIKE LAKHANI, ST MARY’S SUPERMARKET, SOUTHAMPTON

CHRIS SOPHOCLEUS, NATIONAL ACCOUNT MANAGER, SBF GB&I

“Our customer base is vast and varied. We have students, local people, offices, we have a hospital nearby, and we're on a throughway to the city centre. “Soft drinks account for more than 10% of my total sales. When I look back five years, our range is totally different now. For the last three to four years the biggest seller has been energy drinks. I think people are also becoming healthier as well. “What’s been done to our chiller today has been fabulous, because it’s brought a different aspect to my thoughts of how a chiller should look. Everything is sectored off separately. "As soon as my customers reach the chiller, they can see the water if they want water, or energy if they want energy. I believe this change will lead to a sales increase because it makes it easier for me to shop, and looks more attractive.”

“Mike’s range is vast – there are two large chillers, and thus plenty of options and choice. “The two large chillers ultimately mean that Mike’s range are brilliant, but over time more products have been added in and where they sit has not been planned as well as it could have been. This has made it a little complicated for customers to understand where to find the products they want. “The biggest benefit we've given to Mike’s store today is around his shopper’s wait time. Customers now can go to one section of the chiller and find exactly what they're looking to purchase, which will save roughly 40% of the time in store. “More importantly, we know there's roughly £8,500 worth of additional sales that can be made through soft drinks chillers. ”And the changes we’ve made will save time and help unlock that opportunity."

THE OPPORTUNITY

£8,5001

IS THE AMOUNT EACH STORE COULD MAKE OVER THE NEXT THREE YEARS BY DELIVERING AGAINST KEY NEED STATES.

85.5%2

OF SALES COME FROM THE FIVE MUST-STOCK SEGMENTS – CARBONATES, ENERGY, WATER, JUICE AND SPORT.

1 SBF GB&I Category research, 2020 2 EXT IRI, MarketPlace, GB, latest 52 week data ending 21.02.21

THE RESULTS

20%

JUICES AND JUICE DRINK SALES GREW

15%

TOTAL GROWTH IN WATER SALES3

ABOVE THE GROWTH RATE OF TOTAL SOFT DRINK SALES3

THE CHANGES WE MADE STEP ONE

PUT SIMILAR SEGMENTS TOGETHER AND FLOW THEM BY SIZE

BEFORE

AFTER

Most of the water products in Mike’s store were situated together. But larger bottles of water were situated further down the chiller. If someone were coming in to purchase water, they might not know where to go to pick it up from. We simply moved the larger format water drinks under the rest of his range to make it easier to shop. STEP TWO

BEFORE

AFTER

GIVE YOUR BIGGEST SELLING CATEGORIES THE KEY SELLING SPACE Mike told us stimulation drinks are a key element of his sales. Although his Monster range was situated in one part of the chiller, Red Bull was situated further down. One of the key things we did was bring those drinks together into one stimulation category, and block vertically, so all the options in Stimulation are there. STEP THREE

KEEP SEGMENTS TOGETHER – IN THE SAME CHILLER AT LEAST

BEFORE

AFTER

TO SEE MORE OF MIKE’S SHOP AND FOR ADVICE FOLLOW @SUNTORYBF_GBI ON TWITTER AND LINKEDIN 3 Based on data from the four weeks to 11.11.21; v. 2019 data

Mike’s juice drinks range was split into two different chillers which doesn't make it very easy for customers to know where products are. We brought everything into one section, put it in one part of the chiller vertically blocked, broken down by everyday juice drinks, then smaller cartons, then Ribena and Oasis, which are key juice drinks products, all in one section.

CATEGORY ADVICE CIGARS & CIGARILLOS

SALES IN SPECIALITY SMOKES CHARLES WHITTING explores the opportunities for retailers in the world of cigars and cigarillos

LISTEN TO CUSTOMER DEMAND A RELATIVELY stable category, cigars and cigarillos tend to benefit from sales growth in December, which should prompt retailers to consider bringing some brands into their gantries and behind their tills. Imtiyaz Mamode sells a lot of cigars in his Wych Lane Premier store in Gosport, Hampshire, particularly Royal Dutch and Signature. “If we sell a certain amount of Royal Dutch in a month, we get £30 or £50 back from them. If we keep growing sales, we’ll get more back,” he says. “Our bestselling lines are cigarillos, and Sterling

Dual is our bestseller.” However, to make the most of these two growing categories, it is important to listen to what your customers are after and make sure that you are responding to demand. Whether it’s the flavoured varieties that are driving demand in your store, or value or indulgence, you should be able to build a range that will keep them coming back by monitoring sales and talking to shoppers. “Through stocking a full range and maintaining good availability of products, retailers and their staff can provide

a successful cigar offering and service to their customers,” says Ross Hennessy, sales vice president at JTI UK. “It is also important to recognise which cigars are proving particularly popular with customers so that retailers can meet this demand and customers can get their preferred product without having to shop around.” Mamode engaged with his local community – in person and online – to establish which lines would work best within his store. He has seen people starting to switch to dispos-

able vapes instead of cigars on a cost basis, but the demand for Royal Dutch from customers encouraged him to start stocking them. “The margins are high as well,” he says. “We never used to sell Royal Dutch, but the demand is there. It’s about customer demand and giving them what they want. “Check out Facebook and see if there are any requests on social media. We have 1,400 followers on Instagram – they can send us a message asking for something. If we keep getting requests, we’ll put it in the store. Social media is key.”

1-13 DECEMBER 2021 betterRetailing.com

CIGARILLOS LEADING THE WAY WHILE cigars are viewed more as a celebratory treat, cigarillos – with their variety and shorter smoking time – are a far more approachable form of tobacco. It is perhaps therefore not surprising to see that cigarillos are have grown considerably over the past year and a half. “The two big success stories from the past 12-18 months have been the growth in cigarillos and the medium/ large segment,” says Alastair Williams, country director at

Scandinavian Tobacco Group (STG). “Cigarillos have added more than £78m to the category over the past 18 months or so, proving popular with adult smokers due to their convenience, flavour profile and low price. “The medium/large segment has also grown significantly, albeit from a fairly small base, increasing by 15.5% in volume and 25.4% in value versus the same time in 2019.”

THE CELEBRATORY OPPORTUNITY IF there was a good time to be stocking cigars, now would be it. Christmas is around the corner and cigars make a great gift for family members. “Every year, cigar sales follow a very similar pattern, with a volume uplift trend in the run up to December. “Therefore, retailers should take full advantage of

this seasonal profit opportunity to ensure they are delivering what their customers will be looking for at Christmas,” says JTI’s Hennessy. Beyond Christmas, New Year’s Eve is a time when people celebrate and indulge themselves, and cigars and cigarillos have that reputation of being a treat.

“We sell far more cigars around Christmas – people want a cigar at Christmas,” says Jacqui Adams, manager of Premier Biddulph Convenience Store in Congleton, Cheshire. “We sell Hamlet and Signature. We also sell Sterling cigarillos. We sell a lot of them.”

top tips Things to think about with cigars and cigarillos

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Arif Ahmed, Ahmed News, Coventry “THE cigar market has good sales around Christmas time. For the past two years, we’ve introduced cigar sleeves to encourage impulse sales. People would buy them for their partners, their grandfathers or their dads and put them in their stockings. People are going to look for them. We worked with STG this year, and its brands sell really well. “Retailers should keep cigars and cigarillos and listen to their customers. Stock up now, even if it’s just the value options. If the consumer comes in and sees that we sell cigars, then they’ll always know. They might not have cigars on their shopping list, but they might think about it while they’re in the shop. “Don’t let consumers leave empty-handed because they’ll just go straight to someone else and you’ve lost the sale. If they can get that product with you, they’ll keep coming to you. If they know you have cigars, they might come from a long way away and they may pick up chocolates, drinks and a newspaper as well.”

Higher profit margin “From a retailer’s perspective, the main point of difference between a cigar and other tobacco products is the profit margin, which is typically three times more than cigarettes, so that is why cigars should be treated as an important part of their offer,” says STG’s Williams. Know your subject “Having up-to-date knowledge on the latest products is key to offering an informed and good level of customer service. To confidently talk about new products, retailers and their staff should use all the platforms available to them, including JTI’s trade retailer website, JTIAdvance. co.uk. This will help them to understand key category insights and product developments” says JTI’s Hennessy. No plain packaging “As cigars are exempt from plain-packaging legislation, I would recommend retailers stock them on the middle shelf of the gantry where they are visible, and more likely to be purchased by adult smokers who can see them,” says Williams. Trust in the favourites “It’s worth noting that the vast majority of cigar sales come from the top 10 brands, so retailers should ensure they always keep those brands in stock and don’t stock slow-selling lines that take up valuable space in their gantries,” says Williams. “Ensure they are stocking top-performing lines from each of the four size segments, which are cigarillo, miniature, small and medium/large.”

CATEGORY ADVICE PREMIUM NIGHTS IN

NIGHTS TO REMEMBER Your shoppers may now be able to go out in the evening, but as LYDIA WILKINS discovers, there are still many opportunities for retailers to build and sell premium-night-in offers

CAUTIOUSLY OPTIMISTIC FOR CHRISTMAS ALMOST two years into a pandemic, and the upcoming festive season could be free of restrictions at long last. People can revisit hospitality as well as on-trade venues, topped off with gatherings of their family and friends. However, while people will be heading out more and more, this winter still presents an ideal opportunity for retailers to cater to the desires of more cautious shoppers by selling premium options for hosting big nights in.

“This year, more than ever, it’s about breadth of range,” says Chris Shead, off-trade channel director for Pernod Ricard UK. “Consumers upskilled during lockdown, they tried more cocktails at home, experimented with new flavours, and treated themselves to the new product or flavours from their favourite brands. Last-minute purchases are crucial to getting it right this Christmas. “Grabbing a bottle on the way to either hosting or being

hosted has grown in importance as people celebrate the moments they can share together, so having an enticing range is hugely important.” According to Johnny Dennys, UK head of brand and trade marketing at Mast-Jägermeister UK, convenience retailers should invest in premium-night-in options right now to get in on the celebratory atmosphere of the season, focusing on the Christmas spirit(s). “Spirits perform better at Christmas as consumers are of-

ten socialising more and participating in celebratory events,” he says. “Spirits sales in convenience have grown by 4% versus last year and Jägermeister has outpaced the category, growing 37.1% in the same time period, as consumers looked to create their best nights at home. “This year, Christmas isn’t cancelled and we can expect more socialising.” He adds that the fastestgrowing categories within spirits are liqueurs and speciality spirits.

1-13 DECEMBER 2021 betterRetailing.com

UNLOCK NEW SALES • Galaxy has grown 3% worth £222M in value sales [1] • #2 UK Confectionery Brand [1] • £5m media spend and 28 weeks on TV

Sources: 1. Nielsen Data FY 2019

STOCK UP NOW TO MEET DEMAND

CATEGORY ADVICE PREMIUM NIGHTS IN

BUILD THAT PREMIUM NIGHT IN ACCORDING to Dan Harwood, key account manager UK & Ireland at Schloss Wachenheim, owner of Eisberg, the pandemic’s impact on nights in is here to stay for many people. “The pandemic has transformed how we socialise. Despite continuing to return to normality, many still choose nights in over going to bars, clubs or restaurants,” he says. “After almost two years of entertaining guests in our homes and gardens, the pandemic has opened many people’s eyes to the perks of staying in. “Not only is it safer, but it can be cheaper and more relaxing. This provides retailers with an opportunity to generate sales from people stocking up on supplies for at-home celebrations or impromptu gatherings.” Harwood also notes that,

although consumers may be staying at home to socialise safely, this does not mean they will buy budget crisps and cheap drinks. It is worth taking shoppers on a journey – whether through the store with starters, mains and desserts – or focusing on certain days of the week. “Crossmerchandising displays are a great way to maximise sales as they encourage people to buy complementary food and drink that they might not have otherwise considered,” he says. “Displays can also introduce people to new options and show that a retailer caters for a variety of lifestyle choices, such as people cutting down on alcohol, which can help to increase customer loyalty.” Alan Mannings, from The Shop On The Green in Chartham,

1-13 DECEMBER 2021 betterRetailing.com

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Kent, is building specific offers around special nights in. “Try to create your own offers if you can. We will be doing a pizza night twice a week soon, so local residents have the option to buy takeaway food,” he says. Mannings is also focusing on sweet treats, with a strong Celebrations and Thorntons offer. “We put it out early, so that all stock is gone by the time Christmas is finished,” he says.

Johnny Dennys, UK head of brand and trade marketing, Mast-Jägermeister “AS convenience purchases are often impulsive ones, the most important consideration for retailers is to stock brands that are recognisable and most popular to ensure steady sales and movement of stock. “Price-marked packs are another consideration for a ‘must stock’ as they help boost impulse purchases due to the clear price labels, but also drive profit. The reassurance of price-marked packs on premium brands also provides an incentive for consumers to make a purchase. “Miniatures should be displayed near the till as they are an impulse purchase. However, these items in particular are subject to theft so should be displayed in a larger dispensing unit to make it harder to conceal. “For the full-sized formats of bestselling brands, visibility is key. Consumers will be quickly scanning the shelves for their favourite brands, so keeping top-sellers at eye-level helps drive basket spend. It is important that prices are visible as well.”

High fat, sugar and salt (HFSS) legislation is coming*, and we are here to help

Look out for this logo

HFSS. We’ve got it covered.

If you have any questions about HFSS, or Newtrade Media products, please call the team on 020 7689 3363 The Retail Success Handbook

Visit betterRetailing.com/HFSS

HFSS restrictions to come into force in October 2022

in any of our products to ﬁnd the latest information, insight and advice.

cider

CATEGORY ADVICE PREMIUM NIGHTS IN

in can give a much-needed escape to the sofa. Confectionery can provide a treat during moments of relaxation and enjoyment. It’s therefore important that shoppers can access products that will enhance their experience. “Retailers should stock more exciting and premium treats, that they can tempt their shoppers with and bring households together.”

Accessing certain brands may be problematic at the moment, due to shortages brought about by Brexit, delivery issues and regional Covid-19 pandemic restrictions, but if retailers can identify and source products that shoppers are after then they can build a loyal customer base. Rachael Gosnay, of The Gosnay Butchers and Spar in Saltburn-by-the-Sea, says her

SUPPLIER

GET STOCKED UP ON TREATS THE pandemic has made many people feel the need to treat themselves to something a bit more special, but availability issues mean that retailers must stock up soon to provide premium options. Levi Boorer, customer development director of Ferrero, says of shoppers: “Many are taking on more than before, with an extended working day meaning that a big night

1-13 DECEMBER 2021 betterRetailing.com

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business has seen an uptake in the sale of sirloin steaks recently, where consumers were looking to spend a night in. Sales of higher-end wine had also gone up. While she has experienced minimal supply chain issues, ready meals have proved to be harder to get hold of.

Phil Sanders, out-of-home commercial director, Britvic Top tips to maximise sales after Christmas Be visible Using clear PoS in store and posting on social media channels can help increase basket spend. Use gondola ends for take-home soft drinks in large formats. Offer value Special deals in store are a key sales driver and need to be available next to regularly priced soft drinks to ensure that retailers have a clear choice when it comes to selecting the right mix for their stores. Including large formats of soft drinks in deals with snacks and pizzas will support shoppers looking for an easy big night in. Stock favourites Shoppers are seeing more value in the familiar brands they trust. This could be down to shoppers spending less time browsing due to health and safety concerns, therefore they are defaulting to the familiar. Know your events: Make sure you are aware of key upcoming events, including Chinese New Year, Valentine’s Day and Easter. Ensure you are prepared with the right range and enough stock to keep up with demand catering to all family needs.

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CATEGORY ADVICE EASTER 2022

PREPARE FOR EASTER 2022

the stat

11%

The growth of Easter sales in convenience stores

Easter falls two weeks later in 2022, providing an additional opportunity for independent retailers. TAMARA BIRCH talks to retailers about how they’re preparing

WHAT TO EXPECT FROM EASTER 2022 EASTER sales grew by 11% last year in independent and symbol stores, according to Susan Nash, trade communications manager at Mondelez International, as more consumers shopped locally. This year is expected to continue this growth, as shoppers look to celebrate once again. Easter Sunday is 17 April, almost two weeks later than 2021, presenting an additional sales opportunity for convenience stores. While it’s later than normal, this hasn’t stopped retailers preparing any earlier.

Martin Lightfoot, of Londis Solo Convenience Store in Glasgow, has already completed his presell order. “We completed the presell on the final day we could as it’s always a bit of a gamble with what will and won’t sell,” Lightfoot says. “Fortunately, with Covid-19 you almost couldn’t order too many and they sold really well.” Confectionery will remain a key sales opportunity for convenience stores, but it’s also important not to forgo other categories, such as soft drinks. “Having celebrated Easter

under restrictions in 2021, this year we expect families and friends to come together to mark the occasion, which is where soft drinks comes in,” says Amy Burgess, senior trade communications manager at Coca-Cola Europacific Partners (CCEP). Burgess recommends stocking trusted bestsellers as it will be an essential purchase for many. “Retailers should make sure they offer a wide range of sharing formats for shoppers to choose from over the bank holiday weekend,” Burgess adds.

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Martin Lightfoot, Londis Solo Convenience, Glasgow “WE are a small store, so it’s hard to stock Easter eggs in a prominent place. I’d love to have a promotional bay that I can use for seasonal events, but in the two weeks leading up to Easter, we make room and sacrifice other products to ensure customers can see it. “Many of the mini chocolate £1 bags, such as Cadbury Mini Eggs, Smarties Eggs and Aero Eggs, are always good because there’s something for everyone and while they aren’t just about Easter, they do sell more at that time. Anybody can pick one of them up, it’s a key impulse buy.”

1-13 DECEMBER 2021 betterRetailing.com

WHAT’S NEW IN EASTER CONFECTIONERY? IT’S no secret that new products drive excitement, and can result in higher sales and repeat visits. One of the most hyped launches in Easter 2021 was the Cadbury Mini Eggs Tablet. Jack Matthews, of Bradley’s Supermarket in Quorn, Leicestershire, says he sold out in four weeks. “We had 500 delivered on 31 January and we sold out by the end of February,” he says. Many customers travelled far to get their hands on the tablets and it’s returning this year. A new product this year, though, is the Cadbury Dairy Milk Hot Cross Bun Bar, a cinnamon-flavoured bar. Mondelez’s Susan Nash says

the bar taps into an Easter ritual of sharing hot cross buns. From Mars Wrigley, Maltesers Bunny in orange flavour will return, and Maltesers White Mini Bunnies will be available in all retailers after launching in Tesco last year. “White Maltesers continue to be one of the most sought-after lines from Mars Wrigley, with customers constantly requesting the product on social media,” says Sophia Padt, senior brand manager at Mars Wrigley. Confectionery wholesaler Hancocks is focusing its efforts on pick-and-mix for Easter. “As part of our Easter range of 2022, we have introduced new Bubs

Egg Skulls,” says Chris Smith, marketing communications manager at Hancocks. “These are on theme for the season, and the shape is a combination of Bubs’ wellknown skull sweet coming out of an egg.” Other lines available from Hancocks include Haribo Eggs Galore and Bunnies, and products from its Bonds of London range, such as Jelly Beans Bunny Tubes. Easter eggs are a must-stock, and Claire Tonkin, of Bridge Stores Goonhavern Londis & Post Office in North Cornwall, says: “The multiples can beat us on price, so we offer a variety

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for customers to choose from, including a deluxe, mid-range and a cheaper, value £1 option, including Cadbury and Nestlé. Our bestsellers are Milkybar and Cadbury Buttons.” Value is important, even at the most indulgent times of the year, so the £1 options are ideal for those on a budget. They are also beneficial to younger consumers buying gifts for loved ones or their friends. Inspire your customers by having a dedicated seasonal display where possible in hightraffic areas. As well as helping sales, it will put the Easter season at the forefront of shoppers’ minds.

Lauren Priestley, head of category development off trade, Diageo “EASTER is one of the most significant trading occasions in the year and presents a key opportunity for retailers to help consumers celebrate the long bank holiday weekend. Last year, grocery sales were buoyant in the three weeks leading up to Easter, with total value sales topping £7.3bn – an increase of £375m year on year. “Many people seek indulgent treats over Easter, therefore merchandising sweet treats and snacks to accompany drinks will help to encourage customers to purchase. Retailers can capitalise on this by marrying bestselling products, such as cream liqueur options with Easter eggs. Growing its share of cream liqueurs by 2%, Baileys is a perfect choice for dessert lovers as it can be enjoyed in a variety of ways – whether on its own with ice, poured over ice cream or even inside an Easter Egg for a ‘wow factor’ when entertaining at home.”

top Easter LAUNCHES

Cadbury Dairy Milk Hot Cross Bun Bar Galaxy Creamy Orange Truffle Mini Eggs (exclusive to Nisa and Co-op) Maltesers White Mini Bunnies Bag Terry’s Chocolate Orange White Mini Eggs Lindor Double Chocolate Mini Eggs Lindor Double Chocolate Cornet Terry’s Chocolate Orange Mini Eggs Tablet Terry’s White Chocolate Orange Large Egg Cadbury Twirl Orange Large Egg M&M’s Brownie Large Egg Cadbury Creme Egg Thoughtful Gesture Egg Aero Collection Giant Egg Twix Extra Large Egg Thorntons Classic Egg KitKat Chunky Salted Caramel Popcorn Incredible Egg Nestlé Quality Street Intrigue Salted Caramel Guylian Seashells Egg

CATEGORY ADVICE EASTER 2022

1-13 DECEMBER 2021 betterRetailing.com

GET THE TIMING RIGHT “MORE than half of Easter confectionery is consumed before Easter, showing how important it is to capture consumers at the beginning of the season to drive spend and impulsivity,” says Mondelez’s Susan Nash. To capitalise on the season, Nash recommends splitting Easter into three phases. ‘Fast start’ is the first phase and typically runs from January until Valentine’s Day. Nash says: “The ‘fast start’ phase focuses on shoppers looking for small

treats for themselves, such as Cadbury Creme Egg and Cadbury Mini Eggs. “With around three-quarters of shoppers who purchase Easter confectionery early intending to buy again, it’s important to have the products they’re looking for to meet shopping expectations.” Mars Wrigley’s Sophia Padt echoes Nash’s comments and says small sharing and novelty confectionery make up as much as 40% of early Easter sales.

“It’s also important to note that while novelty impulse treats are a firm favourite, 50% of shoppers consume small sharing self-treats, regardless of sharing format,” Padt adds. Retailer Jack Matthews stocks some impulse Easter confectionery from 21 December. “Cadbury Creme Eggs sell well before Christmas, as some shoppers get fed up with being festive, so they look to the next indulgent event,” he says. “After this, we’ll move on to Cad-

bury Mini Eggs, and in 2020 we sold approximately 6,000 bags, but this is because we have a school behind us and kids come in and buy them,” he says. ” The second phase is building momentum, then retailers should move on to a ‘gift finish’ as the period reaches its finale. This year is the final year many larger stores will be able to use the till area for impulse Easter lines, so make sure to use it to its full effect by building strong displays.

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Claire Tonkin, Bridge Stores Goonhavern Londis & Post Office, North Cornwall “MOST of our Easter range is the same every year. There’s an odd flavour change every now and then, but they are largely the same. Chocolate orange is a popular flavour, so we’ll stock a chocolate orange egg to capitalise on that. “In 2020, we were operating out of a smaller store, while doing a refit at the start of lockdown and we managed to sell them all, without displaying them effectively. “We have a good name for Easter eggs and always have a good display and strong deals. We do a lot of promotions online and post a new egg every day. For example, Thorntons are £2.99, or two-for-£5, and they have a Gruffalo and butterfly variety, which sell well.” There’s a new alcohol opportunity in Easter sales

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Susan Nash, trade communications manager, Mondelez International “RETAILERS should ensure they order enough stock of the most-loved brands, including Cadbury Creme Egg and Cadbury Mini Eggs, focusing on self-eat and sharing to maximise the ‘fast start’ to the season. Signpost the season earlier and make customers aware through social media, creating a ‘seasonal space’, along with a strong Easter-focused aisle or fixture. Also, use PoS from Easter favourites to highlight products and optimise sales. “Cadbury Mini Eggs is a staple of Easter, with the 80g bag being the number-one-selling product across all Easter lines in 2021. Launched last year, the Cadbury Mini Eggs Tablet was the number-one new product, turning one of the nation’s favourite Easter brands into a popular snacking format. “With the eye-catching staple yellow colours of the brand’s aesthetic and stand-out packing across its range, Cadbury Mini Eggs is unmissable on shelf.”

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CATEGORY ADVICE EASTER 2022

THE EASTER ALCOHOL OPPORTUNITY “EIGHTEEN per cent of shoppers purchase alcohol for Easter, with only slightly more (19%) purchasing flowers or boxed chocolate, and only 17% purchasing cards,” says Ben Blake, marketing director – EMEA at Treasury Wine Estates. Easter is commonly associated with chocolate, but it’s important not to alienate other categories – and opportunities. Stocking the right range is crucial, as is pricing correctly. Twenty-seven per cent of shoppers are likely to stock up on alcohol on promotion, so consider

introducing an Easter-specific promotion to drive sales. Blake recommends retailers capitalise on cross-merchandising. He says: “Cross-merchandising alongside complementary snacks and treats can always provide added value and is a great way to encourage increased basket spend.” Celebrations are highly anticipated and, according to Lauren Priestley, head of category development off trade at Diageo, shoppers expect to see their favourite brands on display. “Easter is expected to be a

top tips Three areas to focus on to maximise the Easter opportunity Chocolate Chocolate is at the heart of Easter celebrations and a time where shoppers will indulge and be less concerned about calories and sugar. At the beginning, focus on impulse chocolate lines, such as Cadbury Creme Egg or KitKat Bunny, before moving on to sharing bags and eggs. Alcohol While alcohol is not commonly associated with Easter, many will treat the weekend and bank holiday as a celebration and will host events for their loved ones. This is a key opportunity for retailers to encourage trade up. Soft drinks Shoppers will want to celebrate at Easter, whether it’s a night in or getting ready for a night out, so soft drinks are a must-purchase. Shoppers will be looking for larger formats, so make sure these are visible with PoS or through social media posts.

time where people will spend much missed time with family and friends, and celebrate the occasion by stocking up on bestloved brands to help them create memorable experiences,” Priestley says. “While shoppers will host their own events, and will want to provide their guests with fantastic drink options, guests will also be on the lookout for gifts.” One in four spirits are bought as gifts, even at Easter, and being well prepared is vital for repeat visits. But what are the key trends to

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cater for? Flavoured spirits continue to thrive, with flavoured vodka experiencing the fastest growth within the category, increasing by 30% compared to last year. Cocktails at home also continues to grow, and helps stores meet the demand for wanting to celebrate. “Cocktails at home particularly grew last year as people discovered their inner mixologist,” Priestley adds. “However, this trend continued into 2021 and is even more prevalent during key calendar months.”

Amy Burgess, senior trade communications manager, Coca-Cola Europacific Partners “IT’S important to focus on key soft drinks segments including cola, lemonade, flavoured carbonates and mixers, and top-performing brands within these. “Coca-Cola remains the biggest soft drinks brand in Great Britain and within that, Coca-Cola Zero Sugar is the fastest-growing cola brand this year. “Mixers such as Schweppes also play a key role as people enjoy more mixed drinks at home. Schweppes accounts for 86% of lemonade mixing occasions in the home, and 52% of tonic mixing occasions, and is still the fastest-growing major mixer brand in convenience. “Adult soft drinks such as Appletiser also have a role, providing sparkling alternatives to alcohol during meals or parties.”

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ADVICE

1-13 DECEMBER 2021 betterretailing.com

INTRODUCING NEW PRODUCTS Deciding which new products to stock and monitoring their success can be a challenge. RETAIL EXPRESS finds out how retailers manage

How do other retailers find out about new products and stock them so quickly? – Kiefer Shea-Godden, My Local Convenience Stores, Newport

Gillian Hurst, The Cash Stores, Abbots Bromley, Staffordshire

“WE’RE kept informed by retail magazines, newsletters and the cash and carry, but because we’re rural, we have to do things a bit differently. We could introduce lots of new lines, but it would just sit there. We have to have conversations with customers to see if there’s something they would like to try and then we’ll start to stock it. “If we stock something and people buy it, we’ll get a second box because people will often have bought it �irst time around just to try it. If it slows down the second time, then we have to consider whether it’s a good idea. “We’ve done really well with chocolate launches. We brought in Bounty Dark in price-marked packs and put it on the counter. People went crazy for it. We tend to put new stuff on the counter so people can see it, but it’s always worth moving products around because it brings things to people’s attention.”

Anish Panchmatia, Spar Wylde Green, Sutton Coldfield, West Midlands

“WE use wholesalers, advertisements and Facebook groups to source new products. If it’s on social media, then it’s not just retailers who are aware of it, but consumers as well. If there’s a bit of a presence on social media, then we give it a go. Bringing in a new product often depends on the category. There are so many energy drink launches, for example. When Lucozade released Lucozade Alert, we thought it would do quite well, but there’s a �inite amount of space to try it. “One-offs work well – we’ve got bays for that – but introducing something into a �ixture means you’re replacing something else. It’s easy to manufacture new products, it’s hard for customers to buy them. We work with a case a week to justify space on the shelf. If we can see enough marketing in it and we can �ind it online, we’re all for it. If we can’t �ind much info out there, we’re not going to stock it.”

Meten Lakhani, St Mary’s Supermarket, Southampton

“WE’VE got a WhatsApp group with about 60-70 retailers in it from around the country. Someone always picks up a launch and then others do, and you can work out if it’s good to sell. A classic example was when Little Moons mochi came out or the new disposable vapes. Word of mouth and magazines are the best way to �ind out. Word of mouth can be quicker and you can �ind out whether it’s a good seller or not. Every store is different and success is decided on by area. “We look at bringing in new products by considering our customer base. It’s very important to target the right products at the right people. If you have a product that’s not targeting your speci�ic customers, you’re going to have stock left over. If a knitting magazine is coming out, we know we don’t have too many grannies around, so it probably won’t sell, and we won’t stock it.”

In the next issue, the Retail Express team finds out what lessons for the future retailers have learned from the pandemic. If you have any problems you’d like us to explore, email charles.whitting@newtrade.co.uk