Retail Express – 27 August 2019

INDEPENDENT ACHIEVERS ACADEMY

Have you made the top 100 stores in the UK? Find out here P14-15 #IAA19

TOP 100

CAL SHOPS INDEPENDENT LOCED ANNOUN

dent g rigorous, indepen their shops. Followin e who by benchmarking ulations to everyon aspiring for success Top 100! Congrat Local retailers are s to share the #IAA19 for their shopper ents, we’re thrilled and experiences in-store assessm standards, service is delivering brilliant

Nottingham Premier Extra Gedling, ce, & Wine, Preston Midway Convenien Premier Gibson Food Lifestyle Express ce Store, Road Convenien Premier Gostwick Ledbury Dartford Bedford Londis Bexley Park, ce, Telford Road, London Premier Jules Convenien Londis Ferme Park Local, Kirkcaldy* Cross, Gerrards Cross Premier Linktown Londis Gerrards Darwen Parade, Chesham Premier Lower Darwen, Londis Greenway Southampton* Derby Premier Matlock, Londis Oaktree Road, ce Store, ce, Glasgow Premier Sall’s Convenien Londis Solo Convenien Stoke-on-Trent Liverpool Christchurch Chesterfield Londis Stour Road, Bargain Booze Waterloo, ket, Southampton (Spar), Boston ce – Go Local, Premier SNA Supermar London Road Bakery Belle Vue Convenien Village Store, Romsey Premier Upholland Mercer Way Stores, Middlesbrough Biggar* & Post Office, Stroud* Skelmersdale Miserden Stores Best-one @ Brownlies, Newcastle upon Tyne Oldham, Oldham ts, Maesycwmmer Premier Value Centre, MJ’s Premier Store Birkby Newsagen ce Store, Leeds Birmingham kets, Loughborough Ruprai Food & Wines, Morely Premier Convenien Bradley’s Supermar Windmill, Birmingham Newry* Select & Save The Mulkerns Eurospar, Brenda's, Newark* ce, ket, Dewsbury* News & Convenien Selection Box, Bridgend Mullaco Supermar Broadway Premier Chartham, Canterbury ce Stores, Newport* Shop On The Green My Local Convenien Llandudno Malling , Dudley s, Broadstairs Spar Parkfoot, West Nisa Local Halesowen Budgens of Broadstair , Salisbury* Walsall Spar Errol, Perth Nisa Local High Heath, Central Stores Winterslow Alford Mickleton, Gloucester Stores, Nottingham Spar Ulceby Cross, Nisa Village Stores Chingford Premier Kenilworth* n, London Express, Nottingham St John’s Budgens, Nisa Local Paddingto Cinderhill Premier ket (Premier), Cray, Orpington* Epsom St Mary’s Supermar Nisa Local St Mary Costcutter Epsom, Prior Way, Derby Food Shop, Swanage* Southampton One Stop @ The Costcutter & The Macclesfield y Stores, Canterbury Coulsdon Stop & Shop Express, One Stop Canterbur Coulsdon Londis, Oldbury Coventry Spar, Minster Lovell Teri’s Supermarket, One Stop Coventry, Crescent Stores s ce (Nisa), Dartford* Glasgow* Road, Prestonpan The Brent Post Offi One Stop Cranhill, Day-Today Redburn Food & Wine, & Post Office, Derby* Pulborough The Village Deli, One Stop Draycott Early Till Late – News upon Tyne Derby Todays News, Newcastle One Stop Etwall, Stenhousemuir e* r * ce Store, Bromsgrov Lane, Birmingham Little Hulton, Mancheste Vicky’s Convenien One Stop Gospel Family Shopper Burwash* Henlow Village Store Burwash, One Stop Henlow, H&R News, Camberley Store (Premier), Derby & Convenience Store, Vyas Convenience One Stop Matlock, Handley’s News Nod, Coventry One Stop Mount * Manchester Northwich Londis, Reading Post Office, Birmingham Weston-super-Mare* Westholme Stores One Stop Warstock Hayers Meadvale, Office (Mace), Store, Burnley* ce Post Royals, & with Shop Convenien ne Whissendi One Stop working Hillingdon Spar , Longtown* Oakham* Leamington Spa Hopes of Longtown h* * ce Store, Hornchurc Peterhead Albany News, Cardiff WHSmith Local Peterhead Motors, Hornchurch Convenien News, Llanidloes Harefield Hitchin Woosnam & Davies Peverells Londis, Ickleford Stores, Stores, Orpington Limited, Hitchin* Premier Eldred Drive J Robarts & Son * & Post Office, Monmouth Kings Fee Stores

Cambridge Al-Amin Stores, Stores, Nottingham Arnold Road Premier n (Nisa Local), Ash’s Shop Fenstanto Huntingdon Manchester* Bargain Booze Atherton, (Bright Laced Ltd), Bargain Booze Milton

27 AUGUST-9 SEPTEMBER 2019 STRICTLY FOR TRADE USERS ONLY

THE GREAT RE-BAIT *Post Office

Bestway angling to hook retailers on own label with rebate of up to 10% P3

WELFARE AND SAFETY

FRESHERS’ WEEK

RETAIL EMPIRE

Staff brand Tesco the ‘suicide capital of retail’ after the death of a worker

Get your store ready for a wave of new customers by learning what students are looking for

How we expanded to 17 stores in just over a decade, and are making each one a success

P2

P17-21

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our say

Chris Dillon, editor - insight

Share success with your staff – you’ve all earned it!

THE Newtrade staff summer picnic is a long-standing tradition. On one afternoon in August, rain or shine, we descend on a field close to our office for a few hours of friendly sporting competition, general gossiping and, of course, a few bevs.

We also use the time to nominate and recognise our colleagues for outstanding work – followed by a set of jokey awards and novelty prizes for more general successes.

I’m telling you this because 100 stores across the UK have a more serious opportunity to celebrate success this month – as our Independent Achievers Academy (IAA) reveals the list of the best local shops in the country.

Now in its 11th year, the IAA’s IF YOU DON’T benchmarking process measures TAKE TIME OUT stores across 12 retail disciplines. Ranking in the top 100 TO CELEBRATE is an achievement backed by an in-depth impartial assessment and ACHIEVEMENTS, robust judging criteria. You can see WHAT’S THE the list yourself on P14.

POINT OF Store owners and managers who have made the cut should take SUCCESS? pride that this recognition makes them some of the best entrepreneurs in the UK. But it’s also an opportunity to show appreciation to their staff.

A company event, such as an afternoon messing about in a field, is just one way you can share success with your staff and encourage team bonding. If you don’t take time out to celebrate achievements with the people you make it happen with, what’s the point of success in the first place?

FOR MORE OPINION, GO TO PAGE 12 @retailexpress betterRetailing.com facebook.com/betterRetailing Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Editor – news Jack Courtez @JackCourtez 020 7689 3371

News editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Features editor Daryl Worthington @DarylNewtrade 020 7689 3390

Features writer Priyanka Jethwa @Priyanka_NT 020 7689 3355

Reporter Alex Yau @AlexYau_ 020 7689 3358

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Reporter William Dodds @WilliamDoddsRN 020 7689 3350

Production editor Ryan Cooper 020 7689 3354

Editor in chief Louise Banham 020 7689 3353

Production coordinator Ashley Reid 020 7689 3368

Sub editor Jim Findlay 020 7689 3373

Head of sales Matthew Oliver 020 7689 3367

Head of design Anne-Claire Pickard 020 7689 3391

Account director Charlotte Jesson 020 7689 3389

Designer Jody Cooke 020 7689 3380

Senior account manager Natalie Reed 020 7689 3372 Account manager Adelice Tatham 020 7689 3366

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Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

The five biggest stories this fortnight 01

Tesco the ‘suicide capital of retail’, employees warn

WILLIAM DODDS STAFF have slammed Tesco as the “suicide capital of retail” after the death of a staff member who was sacked for stopping a shoplifter.

An inquest found that Shaun Winstanley, 49, was refused time off to recover after being held at gunpoint and was instead offered counselling sessions. He was later �ired for “unreasonable behaviour” when he confronted a shoplifter.

Others said this was not the �irst time actions by the retailer had led to staff taking their own lives. One described its approach to mental health, stating: “Tesco consistently fail appallingly, causing so much distress.

I have come across attempts of suicide not wholly but certainly partly due to their failings.”

Another said: “This company must have one of the highest suicide rates. When you Google ‘Tesco worker suicide’, you get a number of these articles. Then there are the ones that never hit the press. I worked alongside a guy who did the same.”

A Tesco spokesperson responded to the incident, stating: “The welfare and safety

02

of our colleagues is of utmost importance to us and we were extremely sad to hear about the death of Mr Winstanley.”

David Williams, media of�icer for retail union USDAW, urged retailers to engage with

The grey click threat

LOCAL shops face growing competition in the key over65 demographic as the number shopping online increases.

An Of�ice for National Statistics report has revealed 12% of over-65s buy groceries online, up from 7% in 2015, while 54% had

shopped online at some point in 2019.

Suresh Patel, of Premier Upholland in Lancashire, said: “This trend affects us hugely, as we are based in quite an af�luent area. We offer delivery services ourselves, but customers are going online.”

its ‘It’s Good to Talk’ campaign.

“The campaign is an effective way of starting conversations about mental health in the workplace and tackling the stigma that prevents people from seeking help,” he said.

03

Industry charity GroceryAid also has a new serious incident response service, which can provide counselling and support programmes for store owners or their staff affected by traumatic incidents.

Crime funds awarded

THE government has pledged £35m to 18 police and crime commissioners (PCCs) around the country tasked with setting up violence reduction units.

Forces in the West Midlands, Greater Manchester, Merseyside and West Yorkshire have already each been allocated

£3,370,000, with £7m going to the Metropolitan Police.

Muntazir Dipoti, of Todmorden News Centre in West Yorkshire, told RN: “Retail crime is the result of a lack of police and resources, but this isn’t enough to do what needs to be done.”

Sales support executive Michela Marino 020 7689 3382 Head of marketing Jessica Salisbury-Fielder 020 7689 3352 Managing director Parin Gohil 020 7689 3375 Management accountant Abigayle Sylvane 020 7689 3383

47,895

Audit Bureau of Circulations July 1 2018 to June 30 2019 average net circulation per issue

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.

04

Calorie tax proposed

A CALORIE tax proposed by Action on Sugar would hit every top-selling line in key convenience categories including confectionery, breakfast goods, crisps and snacks.

A similar scheme in Mexico adds an 8% tax to lines with more than 275 calories per

100g. Applied to the UK, the average price of the most popular PMP chocolate block in independent shops would go up to £1.08, with McVitie’s Milk Chocolate Digestives going up in price by 27p.

The text has not yet been debated in parliament.

05

Business rates revamp

MORE than 50 retail organisations, including Costcutter, Spar and ACS, have signed a letter to chancellor Sajid Javid, calling on him to revamp the current business rates model.

The letter demanded a freeze in the business rates

multiplier, a �ix to transitional relief and full resourcing for the Valuation Of�ice Agency.

ACS chief executive James Lowman stressed: “Retailers investing in their businesses need support and incentives, not to be hit with increased business rates bills.”

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27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

chris.dillon@newtrade.co.uk 020 7689 3379

Bestway own-label boost with rebate of up t0 10% ALEX YAU BESTWAY is encouraging Best-one retailers to stock more own label with a rebate of up to 10% when combined with an existing loyalty programme.

The Core Rewards scheme launched this month offers up to a 5% rebate when ordering 75% of qualifying products in a month. The range has 232 products, including many Best-one chilled, ambient and household lines, alongside products from suppliers such as Coca-Cola and Mondelez.

Best-one retailers can combine Core Rewards with the My Rewards scheme, which offers monthly rebates of between 1.5% and 5% based on a spend of between £15,000 and £45,000. Retailers in the top tier of both schemes can earn up to 10% rebate, giving Bestway the highest cashback deal of any national wholesaler.

Alkesh Pankhania, of Best-one Sunbury-onThames, Middlesex, told Retail Express the rebates he receives will now double to £900 each month.

“I was hitting 3% on the old scheme, but it’s easy to reach the minimum order on Core Rewards. I’m also looking at own-label and third-party products I never considered stocking before,” he added Shabaz Ali, of Best-one Falkirk, added: “I usually order 85% of the qualifying products anyway, but I’ve been looking at other products, such as the own-label juices. There’s a good selection of own label.”

However, Kay Patel, of Best-one Global Food & Wine in London, warned retailers

should examine the qualifying products carefully.

“Extra money is great, but the key is if those products sell, he said.”

The new scheme comes following the wholesaler’s relaunch of a ready meal range in May.

BAD WEEK

3.1%

54%

The predicted annual growth rate until 2024

of customers say the major reason for visiting is a top-up mission

£6.9bn

8

The extra convenience sales up for grabs by 2024

The average number of minutes spent by customers in store

“My store is based in central London and the Metropolitan Police received £7m, the largest portion of the funding.

However, in my view, the additional funding will do little to help tackle retail crime and crime in general.

Dedicating £7m to policing is actually a small amount of money when you consider all the crime issues out there, and sadly retail crime is just a small part of the problem.

An extra £7m won’t make any difference.”

Nainesh Shah, Belgravia Newsagents, London

MARKET GROWTH: Forecasts from IGD have revealed the UK convenience market is set to grow by £6.9bn in the next five years to reach £48.2bn by 2024. The channel will benefit in particular from new store openings, helping to fuel an annual growth rate of 3.1%. IGD predicts driving top-up shopping, attracting new shoppers and mealtime offers are key to growth.

Read more at betterRetailing.com/cotswoldfayre-new-distribution

What does the future hold for convenience shop owners?

express yourself

GOOD WEEK

POSH SHOPS: Fine foods wholesaler Cotswold Fayre has promised its new distribution centre will boost delivery timings on retailer orders. The new site in High Wycombe opened last month. The company’s chief executive, Paul Hargreaves, said: “The location will allow us to reach our retail customers across the country quicker with fewer disruptions.”

IGD convenience forecast:

the column where you can make your voice heard

03

SCRATCHCARD SALES: Two of Camelot’s £10 scratchcards will be removed because of “problem gamblers”. The last date to activate the Diamond 7 and £4 Million Black games will be 27 August. Retailers received a letter this month stating the last date of selling the games will be 27 September, and the last date to pay prizes as 25 March 2020.

POST OFFICE: More than 800 Post Office (PO) branches were affected by a glitch in its Horizon computer system causing screen freezes and slowdowns. The problems lasted for more than five weeks, with some postmasters reporting longer queues than usual as a result. Although PO says Horizon has been fixed, postmasters are “questioning the robustness of the whole system”.

Read more at betterRetailing.com/newpost-office-horizon-problems

The government has split £35m among 18 police forces to tackle crime, but do retailers believe it will help?

“Retail crime is an issue. This week a man on my street was seen carrying a concealed knife, and I have been confronted with a gun and knife in the past. The policy at the moment is that unless you have had more than £200 stolen, you won’t be attended to by the police. With an extra £880,000 for South Wales, how is that going to be divided? Is it a token gesture or is it going to actually make a difference? I doubt it.”

Mark Dudden, Albany News, Cardiff

“Retail crime hasn’t affected me personally, but I am a member of the NFRN and I understand it is a very common issue. Additional funding is a good start, but it needs to be planned and sent in the right direction.

It all depends on how it is spent and, for me, that is in supporting small businesses and then through investing in support services and ensuring there are enough police officers on the street.”

Hetal Patel, HRDV News, Maidenhead

Do you have an issue to discuss with other retailers? Call 020 7689 3379 or email chris.dillon@newtrade.co.uk

Mark Dudden

NEWS

04

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

Top 100 independent shops revealed MEGAN HUMPHREY THE Independent Achievers Academy (IAA) has revealed the UK’s top 100 independent convenience stores of 2019.

Shops that took part were benchmarked across 12 key areas of running a successful independent store, including shop layout, merchandising and in-store display. In-store assessments and secret shops

gave retailers an opportunity to improve once benchmarking had been completed.

Finalist Samantha Jones, of The Village Deli in Pulborough, said she was “elated” after hearing the news, and explained how benchmarking helped her recognise her store’s strengths and weaknesses.

“It helped us understand our weak points and showed us where we have succeeded,” she said.

Priyanka Mohanan, of Stop & Shop Express in Maccles�ield, told Retail Express she was “over the moon” at securing a place on the list.

“Being recognised as a top 100 retailer shows there are people appreciating what we do, and the recognition helps our customers see the effort we put in to improve our store,” she said.

Retailers will receive a certi�icate, a window sticker that

highlights their store’s excellence, as well as press release material to help secure coverage in local newspapers and magazines.

Store standards are becoming more important than ever, and �inalist Tarminder Mattu said there had been sales increases since the IAA �lagged up previously unknown areas for improvement.

“My eyes have been opened on many aspects and stand-

#LSS19

CONNECT. INNOVATE. GROW. Join more than 100 like-minded retailers looking for ideas, stand-out suppliers and action plans that will help the convenience sector thrive. Take advantage of a full day of panel discussions, strategic sessions and networking opportunities.

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ards that I wouldn’t have been made aware of,” said the shop owner. “It means we are heading in the right direction, staying on top of trends and pushing ourselves as a business.”

Giving an example of how taking part had improved his business, Martin Wood, of Bargain Booze Milton, said: “I now print each category off each month and go through it with staff. Thanks to this, I developed a much better grocery range.”

See the full IAA Top 100 list on p14

The Village Deli

Retailer: ‘Shops should challenge ATM terms’ RETAILERS should not be afraid to challenge terms imposed on them by ATM operators without their permission, claims Jai Singh, owner of MJ’s Go Local Extra in Shef�ield.

Singh received a letter from ATM operator Cardtronics revealing it would begin charging for transactions on previouslyfree-to-use ATMs. “The letter made no reference to a price or anything,” he said. “It just said as of this date it would change.

“I contacted Cardtronics, who sent a rep to my store. He realised how much this would

affect us, and we managed to come to an agreement.”

Singh stressed that the ATM brings footfall. “One of the main reasons I wanted a freeto-use ATM was so we could set ourselves apart,” he said.

“There are no other independent stores in the area who offer one for free, apart from supermarkets.”

He extended his contract by a year and now pays £150, plus VAT, to offer a free service. “It increases our sales by £2,000 a week,” added Singh. “Retailers should call companies directly if they are unhappy.”

FIRST PUBLIC HEALTH C-STORE

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Learning partners

A CONVENIENCE format trial based on public health objectives will not be widely adopted by independent retailers, an expert has warned.

The People’s Supermarket in London was refurbished last month. It replaces chocolate, crisps and soft drinks with fruits and vegetables on aisle ends.

TCC Global insights director Bryan Roberts said: “It’s unlikely independent shops will forego the sales opportunity that promotions on end gondolas bring, but there were simple changes that independents can apply, like providing healthy recipe advice on relevant healthy lines.”

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

05

Alpro unveils new pack designs ALPRO is refreshing its pack designs in a bid to make dairy alternatives more accessible and bring more shoppers to the category.

Rolling out across its plant-based drinks and yoghurt alternatives from midAugust, the designs will be backed by new PoS, as well as online advertising.

The packs will feature a new logo, illustrations, food photography and recipe ideas.

David Jiscoot, Alpro marketing director, told Retail Express that the brand is experiencing growth across

its whole range, but Soya Original and Almond Unsweetened varieties are must-stocks for independent retailers, representing 90% of category sales.

“Around £1 in every £10 spent on plant-based food and drink is going through wholesale and convenience, with sales having risen by 35% in this channel in the past year.

“Coconut is still a growing ingredient and targets a different shopper than Soya and Almond. Soya and Almond tend to be used as an alternative in cereals, whereas coconut tends to be consumed on its own or in coffee,” Jiscoot said.

THREE plant-based coffees have launched under the Nescafé Gold brand, including almond, oat and coconut varieties.

The Nescafé Gold nondairy lattes are plant-based soluble coffee mixes and are available exclusively from

Tesco until February 2020, after which they will also be available to other retailers, including independents, across the UK. Nescafé Gold Almond Latte, Oat Latte and Coconut Latte are available in packs of six with an RRP of £2.98 each.

CHRIS DILLON

SITE

Cadbury to lower New plant-based coffees from Nescafé calories in kids’ lines

Match and win with new Cadbury promo MONDELEZ has unveiled details of this year’s summer Cadbury ‘Match & Win’ promotion, back for a third time and starring ex-footballer Thierry Henry.

It will build on 2018’s campaign, which was Cadbury’s biggest-ever onpack activation.

This year, it will be backed by a £1.5m campaign, including PoS, outdoor advertising, and digital and social media marketing.

‘Match & Win’ will feature on 170 million packs across Cadbury’s singles, multipacks,

sharing bags, blocks and biscuits ranges.

After buying a product, shoppers have to enter the promotional code inside the pack on matchandwin. cadburyfc.com.

MONDELEZ has pledged that, by 2021, all of its Cadbury chocolate and children’s biscuits products will contain fewer than 100 calories.

The move means that Cadbury Fudge, Curly Wurly and Chomp bars and Barny Sponge Bears will be brought under 100 calories by the end

of 2020, while Mini Fingers and Animals will contain fewer than 100 calories from next month.

The move follows the launch of Cadbury Dairy Milk with 30% Less Sugar.

The supplier also recently launched Maynards Bassetts Wine Gums with 30% less sugar.

Quorn enters the sandwich category QUORN has launched a range of sandwiches and wraps in partnership with Adelie Foods.

The range includes four sandwiches and two wraps, containing a variety of Quorn �illings, and will launch across cafés and delis, with a focus on universities from this month.

It will then be pushed out to convenience stores.

The meat-free sandwich range comprises Chicken & Stuf�ing, Chicken Salad, Ploughman’s and Ham Salad.

The wraps come in Sweet Chilli and Caesar varieties.

All products will have an RRP of £3.29.

“Having the Playstation in a prime location really grabs my shoppers’ attention.”

Ilesh Patel, Camden News, Camden

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07

Shake Baby Shake to cocktails PRIYANKA JETHWA GLOBAL Brands has launched a new cocktail brand, Shake Baby Shake, available in Passion Fruit Martini and Raspberry Mojito varieties.

Cans remain the bestselling format in the ready-to-drink category, currently holding 64% category volume and driving overall growth.

Coming in at 4% ABV in 250ml cans, both �lavours of the cocktail brand will be available in a four-pack designed for sharing.

To promote the cans, Global Brands has launched a campaign, #ShakeItUp, with a focus on social media per-

sonalities to showcase the animal-print design.

Christian Sarginson, brand controller at Global Brands, said: “Quality and premiumisation are key trends at the

moment, which we look to when developing our products, not only with our ingredients, but also with the aesthetics of the brand’s design.”

He added that the cans’

designs mean that Baby Shake cans out on shelves and to shoppers who to share drinks on platforms”.

“Shake stand appeal want social

A premium chocolate Maoam dances back truffle for Christmas onto TV screens MARS Wrigley Confectionery is bringing back Galaxy Truf�les in time for Christmas, with a new contemporary design.

In response to the increased demand for premium chocolates, the 206g box comes with an RRP of £4.99.

The launch will be support-

ed by a £1m digital campaign this November.

Sarah-Jane Mellor, Galaxy’s brand director at Mars Wrigley, said: “We are excited to be launching Galaxy Truf�les this year and to be entering the all-year-round gifting market for the �irst time.”

MAOAM is bringing back its ‘Full on… till it’s gone’ advert, which it expects to reach 1.6 million consumers.

Centre stage of the £1.5m campaign will be brand favourites, including Maoam Stripes, Pinballs and Joystixx.

Bethan Rawstron, brand manager at Maoam, said: “Since its release, the advert has received a lot of love from existing fans. But it has also played a role in igniting new consumers’ interest in the brand.”

The bigger the bottle, Fruit and veg cultured the better the gin shots from Actimel WHITLEY Neill Gin has launched 1.75l formats across its most popular �lavours, with an RRP of £59.99.

The new large format has been rolled out across varieties such as Whitley Neill Original Gin, Rhubarb & Ginger Gin, Raspberry Gin and Blood Orange Gin. In keeping with the 70cl bottles, the new format will have the same packaging design.

Leanne Ware, white spirits director at Halewood Wines & Spirits, said: “The summer trading period is an important time for many alcohol brands, with lots of noise to cut through. By creating an increased bottle size, Whitley Neill has differentiated itself and enhanced shelf standout.”

ACTIMEL has launched Fruit & Veg Cultured Shots, which contain ‘friendly bacteria’ and vitamins to support the immune system.

The shots contain no added sugar and less than 50 calories, and have an RRP of £1.25.

They are available now in three �lavours: Strawberry,

Blueberry, Blackberry, Elderberry & Chai Spices; Mango, Orange, Peach, Mandarin, Carrot & Turmeric; and Apple, Kiwi, Pear, Cucumber, Spinach, Spirulina & Mint.

The launch is being supported by a nationwide media campaign encompassing outdoor and digital marketing.

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Raksha Patel, Mike’s News, Wimbledon

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Rice Krispies Squares back on TV AFTER a �ive-year marketing break, Kellogg’s has unveiled plans for £2m investment in Kellogg’s Rice Krispies Squares.

The campaign will span a new TV advert, social media and six-sheet signage focusing on the product as an afternoon treat, in time for the back-to-school period.

Aimee Cowan, brand lead for cereal and cereal snacks at Kellogg’s, said: “We’ve seen a change in what people are looking for in on-the-go and impulse snacks.

“We know from our research that there has been an increase in the number of

teens buying Kellogg’s Rice Krispies Squares in the past 12 months.

“We have grown by 5.5% year-to-date.

We feel this is the right time to back the brand after a long break and start talking about Kellogg’s Rice Krispies Squares again.”

This summer, Kellogg’s Rice Krispies Squares is also being supported by on-pack promotions.

In June, the supplier launched its ‘Write on wrap’ packaging for its #SayItWithSquares campaign across all UK stores, following a campaign in the US.

COFRESH has launched a new range of Indian street food mixes and bars.

The mixes will come in four varieties: Sweet & Fruity, Hot & Spicy, Aromatic & Smoky and Sweet & Salty.

All are suitable for vegan diets and are available in 200g packs.

The bars (35g) are also vegan and are available in Original and Sweet & Salty �lavours.

Nilesh Patel, of Nil’s Convenience Store in Hainault, London, said: “Indian snacks used to be strong sellers in stores in large Asian communities, but have now branched into the mainstream, so these could sell well.”

PRIYANKA JETHWA

SELL

Cofresh launches new Rockstar and Xbox team snack bags and bars up for on-pack promo ROCKSTAR Energy Drink and Xbox have unveiled plans to launch a gaming on-pack promotion in support of the upcoming Gears 5 game release.

In addition to offering daily prizes of consoles and games, the promotion gives gamers the chance to unlock exclu-

sive in-game items and free Xbox game pass access.

The promotion will launch next month and will run across Rockstar Original, Xdurance and Punched Guava varieties, on both plain packs and 99p pricemarked packs.

Gluten-free chapati flour now available

Yoplait teams up with Star Wars for Frubes

EUROSTAR Commodities has revealed plans to launch a gluten-free chapati �lour.

The �lour will come in three varieties – Medium Brown, White and Wholemeal – in 1.5kg and 3kg bags, and is set to launch in January 2020.

The company’s managing director, Philip Bull, said: “We recognise the increasing consumer demand for gluten-free products. However, within this category, there is varying quality.

“We wanted to create a product that is reliable and tastes incredible – certainly as good as, if not better than, similar products that contain gluten.”

YOPLAIT has teamed up with Disney to launch a Star Wars Frubes range.

Each tube and Frubes box will resemble a different coloured lightsaber. There will also be an on-pack competition giving shoppers the chance to win a trip to Orlando, Florida, to visit Star Wars: Galaxy’s Edge, the new land

at Walt Disney World Resort.

The launch will be supported by an updated TV advert, which will also show on video-on-demand. The limited-edition packs will be available until the end of September.

The campaign marks the premiere of Star Wars: The Rise of Skywalker, in cinemas on 19 December.

“I always put up my lottery POS as soon as it arrives – it really stands out and helps increase my sales.”

Vijay Sathiyaruben, Harris Brother, Beddington

VISIT

www.TNLRetailerHub.co.uk

for more details about

SITE, STOCK, SELL

VAPING: Everything independent retailers need to know

The Retail Success A MUST-READ FOR PROFIT-DRIVEN INDEPENDENT RETAILERS

Handbook

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Retailer best practice

How to understand your customers, know your products and build your range

Don’t miss our essential guide to the vaping market Our comprehensive look at this profit-boosting category includes step-by-step guides to different types of devices, systems and liquids, as well as legislation compliance and what you need to know about vaping shoppers.

We also look at emerging trends, bestselling brands and the challenger products keeping up with big suppliers.

PLUS best-practice advice from:

• A retailer with a basic range who has recently started stocking vape products • A confident retailer who has developed their offering • A destination retailer with a next-level dedicated vaping offering

Order your copy from your news wholesaler today or contact Kate Daw on 020 3871 6490

PRODUCTS

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

Mentos’ biggest 2019 campaign PRIYANKA JETHWA Perfetti Van Melle (PVM) is investing £1.6m in its biggest campaign of the year for Mentos’ Complimentos, building on last year’s ‘Mentos Say Hello’ campaign.

Light-hearted compliments, such as ‘You are the one I chews’ and ‘You and I are mint to be’, will feature on Fruit, Mint and Rainbow packs until autumn.

To support this, the supplier is investing in cinema advertising, social media coverage, experiential pop-ups and outdoor advertising. PoS is also available to retailers.

Sarah Elmer, Mentos brand manager at PVM, said the

compliments printed on the tubes will correspond with the advertising campaign.

“The adult singles market is under pressure, particularly in mints, so we’re aim-

ing to inject some excitement to increase visibility and drive growth.

“Mentos is the numberthree candy brand globally and sales of our adult sin-

gles are outperforming the market, with fruit growing at 3.2% and mint 1%, so we’re in a fantastic position to bring innovation to the category and ignite change.”

Sparkling new ad for Highland Spring HIGHLAND Spring’s new campaign for its sparkling water will mark the biggest investment in the brand’s history.

The £1m investment includes a new ‘Remarkabubble’ campaign to address the changing consumption habits of sparkling water.

It will span national outdoor advertising and digital media, as well as feature social media support.

The outdoor media activity, including billboard and digital screens, will run in close proximity to convenience stores across the UK.

Frosty Jacks freshens New Munchies its identity flavours after 23 years ASTON Manor Cider is freshening up the identity of Frosty Jack’s Cider, the second biggest apple cider brand in the convenience channel.

The contemporary design aims to recruit new drinkers to the brand and follows the supplier’s decision to stop production of its 3l bottles and switch to 2.5l.

Gordon Johncox, chief executive at Aston Manor Cider, said: “We have introduced signi�icant changes this year, from the reduction in bottle size to the recycled content in the packaging, to ensure it is leading the industry on sustainability issues.”

NESTLÉ confectionery has added two new �lavours to its Munchies brand: Chocolate Fudge Brownie and Cookie Dough.

Available in 101g sharing bags, they are the �irst new Munchies products since 1996. The new �lavours will be available exclusively to Booker partner stores, One Stop stores and Tesco.

Cat Mews, Munchies brand manager at Nestlé, said research revealed that the chosen �lavours were the most preferred new varieties for Munchies.

ON OUR SCRATCHCARDS

McCain shines light on real-life family stories with a difference MCCAIN has premiered its third ‘We are family’ advert, ‘Differences’, focusing on real-life stories from families around the UK. The £2.5m multi-channel campaign will be rolled out across TV, radio, video-ondemand, outdoor, cinema, print and online media, and social channels for six weeks.

It shows how differences can bring families closer together when discussed and debated around the dinner table, and features McCain Crispy French Fries and Home Chips.

Mark Hodge, marketing director at McCain, said: “Following on from our past two campaigns, ‘Differences’ goes further in celebrating the modern family in all its different forms. The connection

between each family shines through in the advert and showcases that differences,

when expressed around the dinner table, can bring a family even closer together.”

TOP SALES TIPS l Keep dispenser fully stocked as per planogram l Ensure the 25th Birthday Edition card is on sale l Suggest the game to your shoppers

11

25 YEARS OF AMAZING

Rules & Procedures apply. Players must be 16+.

Scratchcard Game Procedures are available at national-lottery.co.uk/scratchcards

12

DON’T MISS THE 6 SEPTEMBER ISSUE OF RN

OPINION LEADING INDUSTRY OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Get in touch for the chance to be featured in Retail Express

POST OFFICE: How has the

Horizon slowdown affected stores?

“WE are already working for pennies, so any �inancial losses cause great additional pain. The result of this glitch has been long queues, angry customers and losses in shop sales, as people think the shop is too busy, not realising it’s just people waiting on the PO counter.”

Gaurave Sood, Neelam Post Of�ice & Convenience, Uxbridge

“THE Post Of�ice has admitted in a communication that around 800 branches have reported slow running of the system. The actual number affected will be higher because many postmasters will not contact the IT help desk as they have lost all faith in it.”

Mark Baker, national branch secretary, Communication Workers Union

Long queues, angry customers and losses in shop sales Special: the complete guide to Christmas confectionery FLOODING: How has extreme weather harmed shops?

PLUS How collectable items can increase your basket spend

D WS AN FOR NE TITLE ADING THE LE

THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ILERS TITLE E RETA FOR NE ENIENC WS AN CONV D CONV ENIENC E RETA ILERS

RN in Singapore

shops from ld Learn d the woreorappeals aroun i in Singap tomers

How two 7-Eleven stores are growing sales by expanding their customer base

RETAIL NEWS THAT MATTERS

STORE TOUR Page 14

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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 7689 3394 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

“WE have only just got back into the shop. We were evacuated from the premises and out of business for six days, which meant a prolonged loss of sales. We had not planned for this because a dam had been there for 200 years without any issues.”

A dam had been there for 200 years without any issues

“THE latest �looding will cost me around £50,000. Since the previous �lood in 2016, I haven’t been able to get insurance as my shop is considered a high-�lood-risk area. It’s frustrating because it wasn’t the river that burst – the water came up through the drains outside.”

Tapan Chotai, Bridge Lane Nisa Local, Bramhall, Stockport

Andrew Warrington, Horwich End Post Of�ice, Whaley Bridge

BEST START VOUCHERS: Should they be used to buy alcohol?

“IT will be problematic advising customers not to use the credit to pay for alcohol. As responsible retailers, we will be introducing some kind of campaign to remind our customers that the scheme is about providing healthy food for your children.”

Mo Razzaq, Family Shopper Blantyre, Glasgow

“RETAILERS should not be under any burden to police or monitor the new system.

The government agreed with us, which is good, but means the effectiveness of the policy remains to be seen. There is an ‘approved’ list of products, but essentially customers will be free to buy anything.”

Customers will be free to buy anything

Pete Cheema, chief executive, Scottish Grocers Federation

DELIVERED: What does online shopping sales mean for stores?

Brits find going to the supermarket a boring and slow task

“FOURTEEN million Brits �ind going to the supermarket a boring and slow task. It’s vital the industry takes consumer habits seriously. If retailers want to remain pro�itable, technology is a way forward. For example, by sending personalised offers, retailers could encourage spending.”

Will Broome, chief executive, Ubamarket

“MORE than half of over-65-yearolds are shopping online. It is a challenge to the demographic heartland of many newsagents, but it’s one that can be met.

Home news delivery or apps such as Deliveroo can give independents comparable delivery logistics to the bigger players.”

Jack Courtez, editor (news), Retail Express

LETTERS

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

13

of CHRISTINE Hopes Longtown, HOPE Hereford

Letters may be edited

Trying to save half a day a week and losing 11 weeks – the pitfalls of a new EPoS

Wholesalers treat retailers like a doormat I AM a Smith News customer, and each week I receive my magazines on standing order.

Two weeks ago, I didn’t receive a copy of TES and then this week The New Yorker magazine didn’t arrive, either.

When I rang Smiths to ask why I hadn’t received the copy, which I’ve received on standing order for a number of years, I was told there weren’t any copies left in the warehouse. This is

despite the fact that I pay a substantial amount of money for this very service, every week. I feel like the wholesalers treat retailers like a doormat, and we are entirely at their mercy.

To ensure I didn’t disappoint my customer who regularly comes in for a copy of The New Yorker, I had to buy it at newsstand price. This is clearly not sustainable and I want to know why I am not receiving the ser-

vice that I pay for. This is unacceptable practice and however many times we complain, it just continues. This wholesaler will never have to answer the legitimate questions that retailers pose to them because they have an exclusive contract, and unfortunately they will continue to have one for the foreseeable future.

The sales of magazines and newspapers are under threat

TWEETS OF

as it is, and retailers cannot be expected to absorb further sales losses because of the incompetence of wholesalers and their inability to react and take on customer feedback.

Jack Bhatt, Universal Newsagent, Highbury, London

Smiths News failed to respond by the time Retail Express went to press

THE WEEK

WIN £50-worth of Maoam stock

MAOAM is core to any store’s range. Helping retailers to drive sales of their confectionery, the popular fruity chew brand is giving five retailers the chance to win £50-worth of stock. Offering three of its top sellers – Stripes, Pinballs and MaoMix – each delivers flavour that’s ‘Full on… till it’s gone’.

TO ENTER Fill in your details at:

betterRetailing.com/competitions Our competitions remain online for four weeks from publication date.

Editor’s decision is final.

Tweet us to get featured!

@retailexpress

When I told him that 25% of all business rates are paid by high st shops, where as only 8% by online shops he said it’s not a level playing field. @NFRN_Online #betterretailer #ShopLocal #Llanidloes #IAA19 #NFRN @ThisIsRN #JC @trudydavies1964

I ALWAYS try to be perky and upbeat about the possibilities of retail, but sadly, our new till system has got me beat. After 11 weeks, we’re still not fully operational. To try and save you from the same experience, here’s what we did and what we’ve learned for next time.

To start, we made a wishlist of essential Each issue, one of seven top and desirable retailers shares advice to features for our make your store magnificent new EPoS system, then contacted a consultant to go to the market place to find a solution. In April, we ordered the two tills, integrated scales and cloud accountancy link-up to arrive in May. We then upgraded our broadband to superfast with Redline Communications, a local firm, for the same price we were paying to BT. On 12 June, we set one till up overnight to live trial. Thank goodness we only did the one, allowing us to continue trading through the ensuing chaos.

Any EPoS system can upload barcodes – what needs attention is the preparation of the barcodes. We trimmed our listing from 24,000 down to 18,000 just by removing suppliers we no longer use, in half an hour. Then came the hours of filtering the products we no longer stock from suppliers we still use – for example, packs of 10 cigarettes. I would estimate it took more than 36 hours of data cleansing and checking to get the barcodes down to 10,000.

The barcodes then went into a new system for reporting categories, which we decided should represent shop layout and financial reporting. This could be done in advance and took another 18 hours. We quickly found that the new system doesn’t flag up duplicate barcodes, so there’s a danger of multiple listings on the same barcode.

Next came the scanner. We explained we are only small, but have peak trading times. Nevertheless, the scanner that came was hand-held, not a checkout scanner. We received an upgrade with a stand so that you can be hands-free, but, sadly, it’s not all directional. Our old equipment is far superior, despite being over 10 years old.

We’ve also had issues with our printer for receipts and end of day. The quality of the printing means I need to wear glasses to read the print-outs. As for our till drawer, it’s so small we can’t actually get our fingers in the slots. Even though the slots are variable, they’re simply not big enough.

Thankfully, our store has wonderful customers who’ve been very understanding and patient. My top tip to other retailers changing their till system is to keep customers informed with posters on the front door and till, so they know what’s happening and to expect delays.

@ReverseVending at convenience retailer @morazzaq Family Shopper store (@BlantFamily) in Blantyre. This is an x3 RVM System which accepts #glass, as well as PET #plastic. Why don’t you visit this Family Shopper store (@BlantFamily) in Blantyre #Scotland @ReverseVending Always great to see our brilliant field sales exec Ruth from @TNLUK helping us maximise our sales and returns for great causes… always good to get store visits from suppliers and Camelot are excelling where others are cutting back @gregdeacon @CStoreMagazine @ThisIsRN @whitstonestores

Get in touch

@retailexpress betterRetailing.com facebook.com/betterRetailing chris.dillon@newtrade.co.uk 020 7689 3379

#IAA19

TOP 100

INDEPENDENT LOCAL SHOPS ANNOUNCED

Local retailers are aspiring for success by benchmarking their shops. Following rigorous, independent in-store assessments, we’re thrilled to share the #IAA19 Top 100! Congratulations to everyone who is delivering brilliant standards, service and experiences for their shoppers Al-Amin Stores, Cambridge Arnold Road Premier Stores, Nottingham Ash’s Shop Fenstanton (Nisa Local), Huntingdon Bargain Booze Atherton, Manchester* Bargain Booze Milton (Bright Laced Ltd), Stoke-on-Trent Bargain Booze Waterloo, Liverpool Belle Vue Convenience – Go Local, Middlesbrough Best-one @ Brownlies, Biggar* Birkby Newsagents, Maesycwmmer Bradley’s Supermarkets, Loughborough Brenda's, Newark* Broadway Premier News & Convenience, Llandudno Budgens of Broadstairs, Broadstairs Central Stores Winterslow, Salisbury* Chingford Premier Stores, Nottingham Cinderhill Premier Express, Nottingham Costcutter Epsom, Epsom Costcutter & The Food Shop, Swanage* Coulsdon Londis, Coulsdon Crescent Stores Spar, Minster Lovell Day-Today Redburn Road, Prestonpans Early Till Late – News Food & Wine, Stenhousemuir Family Shopper Little Hulton, Manchester H&R News, Camberley Handley’s News & Convenience Store, Northwich Hayers Meadvale, Weston-super-Mare* Hillingdon Spar Convenience Store, Burnley* Hopes of Longtown, Longtown* Hornchurch Convenience Store, Hornchurch* Ickleford Stores, Hitchin J Robarts & Son Limited, Hitchin* Kings Fee Stores & Post Office, Monmouth* *Post Office

Lifestyle Express Midway Convenience, Ledbury Londis Bexley Park, Dartford Londis Ferme Park Road, London Londis Gerrards Cross, Gerrards Cross Londis Greenway Parade, Chesham Londis Oaktree Road, Southampton* Londis Solo Convenience, Glasgow Londis Stour Road, Christchurch London Road Bakery (Spar), Boston Mercer Way Stores, Romsey Miserden Stores & Post Office, Stroud* MJ’s Premier Store Oldham, Oldham Morely Premier Convenience Store, Leeds Mulkerns Eurospar, Newry* Mullaco Supermarket, Dewsbury* My Local Convenience Stores, Newport* Nisa Local Halesowen, Dudley Nisa Local High Heath, Walsall Nisa Village Stores Mickleton, Gloucester Nisa Local Paddington, London Nisa Local St Mary Cray, Orpington* One Stop @ The Prior Way, Derby One Stop Canterbury Stores, Canterbury One Stop Coventry, Coventry One Stop Cranhill, Glasgow* One Stop Draycott & Post Office, Derby* One Stop Etwall, Derby One Stop Gospel Lane, Birmingham* One Stop Henlow, Henlow One Stop Matlock, Derby One Stop Mount Nod, Coventry One Stop Warstock Post Office, Birmingham* One Stop working with Royals, Leamington Spa Peterhead Motors, Peterhead Peverells Londis, Harefield Premier Eldred Drive Stores, Orpington

Premier Extra Gedling, Nottingham Premier Gibson Food & Wine, Preston Premier Gostwick Road Convenience Store, Bedford Premier Jules Convenience, Telford Premier Linktown Local, Kirkcaldy* Premier Lower Darwen, Darwen Premier Matlock, Derby Premier Sall’s Convenience Store, Chesterfield Premier SNA Supermarket, Southampton Premier Upholland Village Store, Skelmersdale Premier Value Centre, Newcastle upon Tyne Ruprai Food & Wines, Birmingham Select & Save The Windmill, Birmingham Selection Box, Bridgend Shop On The Green Chartham, Canterbury Spar Parkfoot, West Malling Spar Errol, Perth Spar Ulceby Cross, Alford St John’s Budgens, Kenilworth* St Mary’s Supermarket (Premier), Southampton Stop & Shop Express, Macclesfield Teri’s Supermarket, Oldbury The Brent Post Office (Nisa), Dartford* The Village Deli, Pulborough Todays News, Newcastle upon Tyne Vicky’s Convenience Store, Bromsgrove* Village Store Burwash, Burwash* Vyas Convenience Store (Premier), Manchester Westholme Stores Londis, Reading Whissendine Shop & Post Office (Mace), Oakham* WHSmith Local Albany News, Cardiff* Woosnam & Davies News, Llanidloes

IT’S ANYTHING BUT AVERAGE

DA

RD

S S E RVIC E E X

IE

N

A ST

N

INDEPENDENT RETAILER

CE

2019 UK & IRELAND

R PE

56%

offer recycling services for customers

41% sell craft alcohol

TOP 100 IN STATS

The IAA helps ensure we give our customers a better experience.

Benchmarking helps us check what we’re doing right and improve our weak points Samantha Ackland-Jones The Village Deli, Pulborough

87%

belong to a symbol or franchise group

ge basket spen a r e d Av

£7.47

MEET THE #IAA19 TOP 100 Find out where the top retailers are with our interactive map and register your interest in taking part next year

betterRetailing.com/top-100

CATEGORY ADVICE FRESHERS’ WEEK

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

STUDYING FOR SUCCESS Freshers’ week is a great time for independent retailers to boost sales and attract new customers. DARYL WORTHINGTON finds out how to make the most of the new university term

FRESHERS’ WEEK HIGHLIGHTS EACH September and October, campuses up and down the country welcome new students, with freshers’ week events set up to introduce them to the university way of life.

This can be a great opportunity for convenience stores, as parents send their children out to live on their own for the first time or more mature students

adjust to a different lifestyle as they restart their studies.

Freshers’ week is the time to establish your store as the goto location for students when they are living in your area by ensuring you always have the products they are looking for in stock.

If your store is a little further away from a campus, the weeks leading up to freshers’

the stat

week will see students looking to stock up on key items before they head back to university.

For that reason, having a strong range of easy-to-cook food products that students can bring to their new accommodation is a great idea.

This should be supported with PoS materials highlighting your freshers’ week ranges.

20%

of young adults rank microwaveable meals as their preferred convenience food

17

CATEGORY ADVICE FRESHERS’ WEEK

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

ENERGY DRINKS ENERGY drinks are popular with students, as a mixer in cocktails and to get them through challenging assignment deadlines or early morning lectures. Just as with adults, trends towards healthier living are affecting students’ buying habits in this key category, something that retailers need to consider in their energy drinks ranges.

“With the heightened importance placed on the health agenda over the past year and the Soft Drinks Industry Levy in place, consumers expect healthier options,” says Mark Bell, strategy and planning manager at Red Bull.

drink trends

“Therefore, it is key to offer a lowcalorie alternative to give consumers choice. Diet is worth £144m, which equates to 11.3% of the sports and energy category, increasing by 1.7% from last year.

“Growing at 7% to £31.9m, Red Bull Sugarfree 250ml is the number-one lowcalorie sports and energy drink, and is 1.4 times bigger than the number-two lowcalorie sports and energy lines.”

Four key drinks trends among young adults, according to AG Barr

01

Authentic experiences – young adults want to try new things, and access to world travel has increased demand for exotic tastes and flavours

02

Focus on health and well-being

03

Demand for products with clear provenance

04

Alcohol-free options and premium soft drinks – 21% of students say they do not drink alcohol

SUPPLIER

VIEW

Rachel Heads, head of directs, Costcutter Supermarkets Group “AS well as being early adopters of new trends, young people are naturally attracted to convenience, which reinforces the need for university stores to change their ranges to embrace new trends.

“With the number of students coming from overseas continuing to increase, it’s important for university stores to understand the demographic make-up of this year’s intake. World food is a huge growth area for our university stores, and those stores that see the strongest sales are those that adjust their range to different cultural tastes and needs to offer home-fromhome comforts.

“Speed of service is a priority for our university retailers as well. One store that has reaped the rewards of introducing self-service checkouts is Brunel University in Greater London. Last summer saw the store install four self-service checkout tills just in time for freshers’ week, which resulted in a year-on-year sales increase of 15%.”

SUPPLIER

VIEW

Merchandising tips from Christian Sarginson, brand controller at Global Brands

PROMOTING FUN DURING freshers’ week, many of the biggest brands will head to campuses to hand samples to students, sponsor events and host special studentfocused promotions.

This also provides an excellent opportunity for independent retailers and convenience stores, with students heading to their local shops to get the brands they’ve been introduced to.

To take advantage of this, find out what brands are doing promotions at your local uni-

versity during freshers’ week, and make sure you have them in stock.

Energy drinks company Boost regularly looks to get involved in freshers’ week events up and down the country.

“Once again, we are partnering with ‘Dig In’ – a service that delivers samples of exciting products to new students at hundreds of universities across the UK,” says Simon Gray, founder and managing director of Boost Drinks.

“Samples of Boost Original and Boost Original Sugar-Free 250ml price-marked varieties are being included in the box this summer, so are set to be enjoyed by more than 380,000 freshers across 130 universities nationwide.

“This exposure to the brand gives retailers a huge opportunity to increase sales and entice new consumers through the door, as new students look for a boost in energy that they can make part of their routine.”

“FRESHERS’ week is a time when students’ loans have just arrived in banks and partying is often in the forefront of their minds before the deadlines begin. With students on the lookout for great drink options, positioning bestselling ready-to-drink cans (RTDs) on party-themed gondola ends can help drive rate of sale as students browse. Pairing RTDs with student essentials such as sharing bags of crisps, chocolate, disposable cups and other alcohol favourites can also help to increase basket spend.

“On the other hand, keeping RTDs in the chiller is a great strategy for retailers hoping to push sales to freshers, as students may stop off at their local shops when heading to parties. More than half of alcohol is consumed within two hours of purchase, so retailers should offer a range of top-selling core brands in their chillers.”

19

SUNSHINE LAGER

ATTRACTS THE SWEETER TASTE PROFILE OF 18-34 YEAR OLD 1 SHOPPERS

SOL

1 2

14% Growth

2

Source: Kantar Alcovision Off Trade Drinkers L52W’s to 31.03.18 Source: Nielsen Impulse Channel MAT Value Sales data to 08.06.19

Desperados

22% Growth

2

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

21

ACADEMY IN ACTION

RETAILER

VIEW

Sundher Sandher, One Stop working with Royals, Leamington Spa, Warwickshire “MY store is close to student accommodation for the University of Warwick, so students make up a big part of the customer base. During freshers’ week, we’ll see a sales uplift of between 10% and 15%.

“There’s a myth that students don’t spend, but that’s not true. During freshers’ week, they’ll have a lot of parties.

One of our biggest sellers is usually vodka, especially Cîroc.

We’ll put an offer on so they can get discounts on 2l bottles of mixer when they buy it.

“In terms of food, our home-made samosas do really well, I think these make the students feel at home. Students are also very health conscious, so our fresh fruit and vegetables sell well, and so do protein and energy bars.

“My own kids went to university recently, so I ask them for advice on what students are interested in.”

Three-month follow-up:

RESPONSIBLE RETAILING Earlier this year, the IAA and JTI visited ALAN MANNING’s store in Canterbury to help him retail more responsibly.

Twelve weeks later, we find out what he has achieved

TIME OF DAY QUICK and easy-to-prepare hot food and snacks are another popular offering among students, so having a strong range is a great way to encourage footfall to your store and boost basket spend.

“Many students shop alone, looking for affordable, singleserve snacks and meals that suit their on-the-go lifestyle.

Therefore, brands such as Rustlers have a key role to play in attracting them to store,” says Monisha Singh, shopper marketing manager at Kepak Consumer Foods.

According to Singh, one in

five young adults rank microwavable meals as their preferred convenience food. They are most popular at lunchtime, with 48% consumed then, and 13% consumed at breakfast as a quick and easy meal solution.

Unilever’s retailer initiative Partners For Growth says that potted snacks such as Pot Noodle are another great convenient meal solution that can appeal to students.

“With the typical customer pushed for time and not wanting to spend ages looking for what they want, retailers can capitalise on impulse purchases

IAA ADVICE by making sure that pot snacks are highly visible and located in high-traffic areas.

Eighty-two per cent of pot snacks are bought on impulse, so if your customers can’t see them, you won’t be maximising sales in this category.”

According to Partners For Growth’s overview of the pot snacks category, sales spike in September “when after-school snacks and quick, easy student meals are in demand”.

top tips How to prepare for freshers’ week

01

Find out when students will be arriving at your local campus and use signage to welcome them to university life

02

Look into which brands are doing on-campus promotions, and make sure these are on sale in your store

03

Energy drinks are popular, but don’t forget that more customers are looking for low- and zero-sugar options

04

Have a selection of easy-to-prepare meal options in your store to help students with busy lifestyles

05

Put special offers on popular alcohol lines for students, such as vodka and lager, so they come to you when they stock up for their parties

1

Keep a log of all refusals, and sign and check it weekly.

2

Report any illicit trade using supplier websites or through HMRC.

3

Check out supplier websites to find out information on new legislation.

THE RESULTS

18%

We implemented a higher refusals refusals log, which rate since staff we check each week training and has made us more aware of underage sales. I use supplier websites to learn about legislation, and I’m talking to customers about the upcoming menthol ban.

PARTNER ADVICE It was fascinating to visit Alan’s store. Retailing responsibly is a vital part of being a successful independent shop. A refusals register is a great way of ensuring you are selling age-restricted goods correctly.

Mark Yexley Head of Communications JTI

SET A LEADING EXAMPLE Call us on 020 7689 0500 to ensure you’re protecting staff and shoppers, and to see how you can be a part of the next visit programme.

Next time: Shop Layout

VANS EXPRESS VOLKSWAGEN TRANSPORTER KOMBI

22

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

A POWERFUL KOMBI-NATION Part commercial vehicle, part family car, the Volkswagen Transporter Kombi is a great all-rounder for modern convenience retailers. CHRIS DILLON gets behind the wheel to find out more

INTRODUCTION INDEPENDENT retailing is a family business, whether that family is your staff, customers or actual relations. If you’re in need of a vehicle that can operate as a spacious van when you need and then transform into a safe car for the family, the Volkswagen Transporter Kombi is a strong contender.

It’s a spacious vehicle with the power to match: it has a top speed of 112mph, acceleration of 0-62mph in 12 seconds, and offers a competitive 48.7 miles per gallon, while helping you maintain a good level of authority on the road.

Three-year warranty and breakdown assistance comes as standard. Additional features include wing mirrors with power folding (£240), Discover Media Navigation System (£1,134), heated front seats (£324), front and rear parking sensors (£348) and headlight washer system (£168).

fast facts Model: Volkswagen Transporter Kombi T32 SWB highline TDI 150PS 7spd DSG

DRIVING TEST DESPITE its bulky size, I was pleasantly surprised by how easy it was to drive. This was my first time driving an automatic van and it may have ruined manual transmissions forever. Combined with hill-start assist, rear parking sensors and cruise control, at times it was easy to forget there was the best part of five metres of vehicle behind me.

The Kombi isn’t just easy and fun to drive, its touchscreen multimedia display is one of the simplest I’ve used, with a raft of features.

Moving to the back, the storage space takes a full pallet even with the seats still up, but if you need more space, the second row of seats lift forward and can pop out of their fixtures, adding around another metre of space. It’s not a simple task, but for wholesale top-ups, you’ll rarely need to do it.

VERDICT THIS vehicle easily ranks as one of the favourites that we’ve taken a look at. For versatility, ease of drive and all-round comfort and style, it’s a strong choice. It was certainly sad having to hand the keys back.

For retailers, the costs saved by only needing one vehicle helps negate its slightly higher price – the model we tested cost £43,139.

Miles per gallon: 48.7 Price: starts from £31,375 Doors: one back door, two sliding doors left and right Length/width/height: 4.9m/2.2m/1.9m Bluetooth connectivity Cruise control

RETAILER

VIEW

Raaj Chandarana, Tara’s News (Londis), High Wycombe “I LOVE my Transporter. I’ve had it for three months and got a cracking deal. It really helps a lot with maximising margins.

“Most of what we sell comes through Londis, but this van has enabled me to meet my ever-evolving shopper needs.”

CATEGORY ADVICE MUST-STOCK SPIRITS

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

23

THAT’S THE SPIRIT Stocking the right spirits range is critical for retailers that want to drive shoppers’ alcohol spend. TAMARA BIRCH finds out what trends you need to tap into to increase your sales

TIMES ARE CHANGING THE spirits market is no stranger to change, with new trends emerging all the time. In recent years, premium options have grown in sales, driven by shoppers drinking less often but buying more expensive options when they do. Now both rum and flavoured vodka are tipped to be big opportunities within the category.

According to a report by Diageo, spirits have been outperforming the beer and wine categories for a number of years. In 2018, spirits grew by 7.4% in value to £11.1bn, with gin experiencing the largest growth within the category at 52.2%.

This gin boom is the latest big trend with consumers, resulting in numerous new products introduced to the market.

As Louise Ryan, managing director at Pernod Ricard’s Gin Hub, noted: “Gin is booming and premiumising rapidly, with gins priced above £21.40 the fastest-growing segment and growing in volume by 29% per year over the past five years.”

Suppliers are investing in making their products more accessible, with launches such as the recent Gordon’s Premium Pink Distilled Gin in the smaller format of 35cl, which aims to offer a higher-quality product at a lower price.

A spokesperson for Diageo says the popularity of flavoured gin is showing no signs of slowing down and instantly grabs the attention of younger adults in their search for something new.

top tips Tips on building your spirits range Best location: Stocking spirits behind the counter is vital for security. However, retailers can draw attention to the range through back-lit shelving units.

What to stock: It’s no secret that retailers need to stock a wide range to meet different consumer needs. But stocking the right product is important, too. According to convenience-specific What to Stock data, Smirnoff is the top profit driver for retailers.

Determine bestsellers: Use your EPoS data to identify bestselling spirits and make sure to stock them where a customer’s eyeline naturally falls.

Link categories together: Group sub-categories together to encourage additional purchases and increase spend, such as having a range of soft drinks near your spirits selection for consumers to pick up as quickly and as easily as possible.

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27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

25

ACADEMY IN ACTION

RETAILER

VIEW

Marty Uppal, of Fixby Stores in Huddersfield, West Yorkshire, says spirits are vital to cater for his customers’ needs Stock well-known brands “My customers have a choice of where to go, with an Asda less than a mile away. Stocking well-known brands, such as Smirnoff and Gordon’s, has helped attract customers to my store and increase sales.”

Keep up to date with trends “We have recently expanded our gin range as we’ve noticed an increase in demand for this sub-category. We now stock a range of pink gins in different varieties to keep up with trends, and whisky has had a dramatic increase, too.”

Stock for every budget “It’s important to our customers that we offer products suited to any budget, and we’ve catered to that as much as possible. For every premium brand we stock, there’s a value option of the same line. For example, I stock Russian Standard Vodka for my customers who want to treat themselves, but I also stock Glen’s Vodka for my customers who are sticking to a budget. Customers will tend to splash out a little more on a Friday night out as opposed to a night in, which has helped drive sales.”

MUST STOCK The five bestselling spirits according to What to Stock data Smirnoff Vodka Red Label 37.5% 70cl Glen’s Vodka 37.54 70cl

RETAILER

VIEW

Dipak Shah, of H&R News in Camberley, Surrey, says stocking a range of premium and value brands is essential to driving sales Know what to stock “Smirnoff and Glen’s are must-stock products for us, as well as Jack Daniel’s and Captain Morgan. We stock quite a varied range to suit every customer. Stocking a range of premium and value brands is essential for us to drive sales.”

Make the most of social events “Although we always experience a sales rise in the summer, we get a huge spike when big events are happening. We have a lot of festivals, including a beer and classic car festival, and our spirits sales go through the roof.”

Noticeable location “Our spirits range is kept behind the till, but customers can still notice them when they come in. As spirits can be high value, it’s important to make sure they stand out and they can appear quite hidden behind the till. Shelving lights have helped our customers notice them more.”

THE BESTSELLERS

Glen’s Vodka 37.5% 35cl Smirnoff Vodka Red Label 37.5% 35cl Own Label Vodka 37.5% 35cl To find out the top 25 spirits lines in independent, go to betterRetailing.com/toolsand-resources/what-to-stock

ALTHOUGH much is made about new trends in spirits, it’s important not to forget the key bestsellers.

Despite all the attention surrounding the gin boom, for example, the top five bestselling spirits in the convenience channel are all vodkas, with the top seller, Smirnoff Vodka Red Label 37.5% 70cl, achieving average weekly sales per shop of £34.17.

Similarly, the trend towards premiumisation cannot yet be seen in the bestsellers – all of the top five are from what most would consider the more affordable brands.

This doesn’t mean that retailers should ignore these latest trends, of course. If your customers are looking for the premium ranges, it will boost basket spend if they can get them conveniently from you.

But having the most popular products stocked is a re-

liable way to drive footfall.

Monitoring EPoS data and talking to your customers are two great ways to get a feeling for what are the must-stocks in your store and the trends you should follow.

In terms of bottle sizes, the top two sellers are both 70cl bottles of vodka, suggesting customers are likely to be looking for the larger bottles in this category.

However, the two bestselling whiskies – High Commissioner and Bell’s Whisky Original – are both 35cl bottles.

This suggests that convenience customers tend to buy whisky in smaller bottles, and these are the sizes retailers should make sure they have in stock.

A similar trend can also be seen in gin (bestseller: Gordon’s Gin 37.5% 35cl) and rum (bestseller: Captain Morgan The Original Rum 35% 35cl).

Three-month follow-up:

RETAIL INNOVATION In April, the IAA and UPFIELD visited METEN LAKHANI’s store in Southampton to help him take a more innovative approach. Thirteen weeks later, we find out what he has achieved

IAA ADVICE 1

Use local and event-specific hashtags to boost your social media profile.

2

Place some breakfast items near the entrance, changing them at lunch.

3

Create a colour-coded system for different free-from ranges.

14%

THE RESULTS

We implemented a sales increase colour-coded system of free-from to highlight our freeproducts from products, which is helping customers find them easier. We relocated our breakfast range closer to the till to drive impulse purchases and our sales have increased by 17%.

PARTNER ADVICE Meten was really open to ideas and has seen some great results.

It’s important to embrace and adapt your offer to new trends and shifts in consumer habits when they arise in order to stay on top.

Eve Walmsley Category Manager Upfield

ADD VALUE FOR SHOPPERS Visit betterRetailing.com/IAA/benchmark to find ways to innovate and see how you can be a part of the next visit programme.

Next time: Merchandising

9818RB_Retail Express 260x339mm.indd 1

12/08/2019 11:35

CATEGORY ADVICE SPORTS & ENERGY DRINKS

PERK UP YOUR DRINKS RANGE With the sports and energy drinks market getting bigger and more diverse, DARYL WORTHINGTON finds out how retailers can adapt their ranges in line with the latest trends

WIDE APPEAL SPORTS and energy drinks is one of the biggest categories within the impulse soft drinks market, worth £652m. For that reason, it’s important for independent retailers to get their ranges right in order to maximise sales and boost their business.

As a category, it appeals to a big range of customers, including students, workers and peo-

ple going to or from the gym.

As well as buying on impulse, customers specifically come into stores to buy sports and energy drinks, meaning it’s vital that they are placed in an easy-to-find location.

Shoppers will often want to stick to their favourite brands, and are likely to go elsewhere if they can’t find the product that they’re looking for.

For this reason, it’s important to know what names your customers want in sports and energy drinks, and to have a range that takes in different can sizes and price ranges.

In addition, you should always ensure that you balance your stock of recognisable brand names with more affordable, ownlabel products.

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

27

28

REFRESH REFRESH YOUR YOUR PROFITS PROFITS WITH WITH THE THE FASTEST FASTEST GROWING GROWING SPORTS SPORTS DRINK DRINK**

MAXIMISING SALES TO make the most of the opportunity in sports and energy drinks, it’s important retailers keep on top of the latest trends and range accordingly.

“Big can formats are driving growth at 19%, with flavoured varieties playing a significant role in the success of the category,” says Adrian Troy, marketing director at Barr Soft Drinks.

“Sugar is an important component of energy delivery for the majority of consumers in the market. However, a growing number of consumers are looking for lower-calorie or sugar-free options – low-calo-

rie energy is now worth nearly £110m, an increase of more than 12% since last year.”

Other trends include customers looking for products with more natural ingredients, reflecting a wider interest in health and well-being among consumers.

Finding out what trends are popular in your area and reflecting this in your chillers is a great way to both boost impulse purchases and keep regular sports and energy drinks buyers coming back to your store.

“To maximise sales opportunities through PoS, ensure

sports and energy drinks are in prominent locations and consider breaking the chiller down into distinct categories – carbonates, stills, energy and vitality, and water and water plus,” says Rachel Phillips, out of home commercial director at Britvic.

“Use additional PoS around the store and double-face products to highlight new products.

And to give sports and energy drinks an added boost, consider placing an additional site near to newspapers, confectionery and self-serve tills to capitalise on those last-minute impulse purchases.”

SUPPLIER

VIEW

Simon Gray, founder and managing director, Boost Drinks

STOCK UP NOW! *IRI Marketplace Data Symbols & Independents 52 weeks unit sales to 19th May 2019

“SHOPPERS are spending less time in store and are buying fewer items, but are visiting convenience stores more frequently. That’s why we take the time to understand how different products from our range will best work for different independent retailers and ensure we’re giving them plenty of choice across our full range.

“The top three drivers to stores for consumers are: making it easy to find what they are looking for, a quick checkout and a well-designed store. This is something we continue to keep in mind when advising our customers.

“The market is worth £1.6bn, which makes soft drinks a top-three category for most convenience stores. Of this, sports and energy is the key sub-category, worth about £500m, and shows no sign of slowing down.

“At Boost, we recommend that retailers continue to dedicate at least a third of their soft drinks shelf space to sports and energy drinks.”

CATEGORY ADVICE SPORTS & ENERGY DRINKS SUPPLIER

VIEW

Matt Gouldsmith, channel director, wholesale, Lucozade Ribena Suntory “RETAILERS should consider the increase in consumers focusing on their health and what that means for their range. In the months following the introduction of the soft drinks industry levy, shopper spending on zero- and low-sugar drinks increased by 33% and 29%, respectively, showing just how important this segment of the market is.

“This is mirrored at the other end with a decline in highsugar drinks (more than 8g sugar per 100ml), which were down by 8% in the months following the sugar levy. These patterns illustrate the relevance of a low- and no-sugar soft drinks range within sports and energy, as consumers increasingly make healthier choices.

“We’ve invested in our brands to help our customers offer their shoppers drinks in line with this trend. Our category-leading reformulations mean Lucozade Energy now contains less sugar, and our core brands are also available in very low- or zero-sugar alternatives in the form of Lucozade Zero and Lucozade Sport Low Cal to offer consumers a full range of choice.

“We advise retailers to take advantage of this range and to keep their chillers stocked up with various low- and no-sugar lines. Having the right range will drive sales from those looking for lower-sugar soft drinks options.”

27 AUGUST-9 SEPTEMBER 2019 betterretailing.com

29 23

TOp 5 The bestselling energy drinks in convenience, based on RN’s What to Stock guide

01

Red Bull Energy 250ml

02

Monster Energy Original 500ml

03

Red Bull Energy 473ml

04

Own Label Energy Original 250ml

05

Lucozade Energy Orange 380ml

A COOL NEW TREND RETAILERS are reporting that chilled, ready-to-drink coffee products are growing in popularity in their stores. These can be a great way to offer customers an energy boost, as well as an alternative to carbonated energy drinks.

Sunder Sandher, from One Stop working with Royals in Leamington Spa, Warwickshire, has seen his customers increasingly drawn to chilled, ready-todrink coffee drinks.

“Our most popular are the Starbucks-branded line of drinks. These sell well with all

our customers, from university students to workers on nearby building sites,” he says.

“We include some of these products in our £3 meal deal and they’re a popular choice, especially in summer. A fresh, hot coffee tends to be more popular in the morning, while the bottles and cans of chilled coffee tend to sell better at lunchtime and in the afternoons,” he says.

Kopi Kalanathan, from Kirk Sandall Costcutter, West Yorkshire, has also found chilled coffee drinks are one of his bestselling drinks lines. He’s noticed the

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Alpro range does particularly well in his store. He stocks them with his dairy-free products, separate from the energy drinks fridge.

“More customers are looking for dairy-free or vegan options, and the Alpro products meet their need,” he says.

Dipak Shah, from H&R News in Camberley, stocks a wide range of chilled coffee drinks, including Monster Espresso and Costa as well as Starbucks.

“They all sell really well,” he says. “Before, we only stocked Starbucks products, but now we have a bigger range, the

category seems to do better as a whole.”

Shah stocks his chilled readyto-drink coffees with his juices and smoothies, close to his sandwiches.

“It means customers will pick them up when they come in to buy their lunch. We sell them throughout the day, especially in the mornings and evenings, when people are travelling to and from work,” he says.

“We stock them all at £1.99 each, so customers can choose the brand they like, and this price gives us a good margin.”

Amit Puntambekar Ash’s Shop, Nisa Local Hunstanton

How we helped grow the impact of new product launches on our shelves In local shops, keeping regular and loyal shoppers excited by your range is essential. Some of my customers visit as many as five times a day. This is a village that is afraid of change, so knowing what new products to stock is a difficult balancing act.

I was amazed when Lucozade Ribena Suntory (LRS) told me earlier this year that 35% of soft drinks sales in 2018 came from new product launches. With new products making up such a large proportion of sales, knowing which ones to stock is crucial.

As retailers, it can be easy to get lazy because of our large number of returning customers. We add new products, but they sometimes get lost on display.

We’re reluctant to change what we know works, so understanding how to keep shoppers happy and give them new options is vital.

As Jemma Healy from LRS said to me, new products can stand out on shelf and break up the flow of the display.

By stripping out slow-selling lines, we were able to put new launches from big brands alongside the bestselling core range.

We devote lots of space to the big products we know people come back for. This also makes it easier for staff to make sure they are always on the shelves.

Making space to increase the impact of new products by double-facing them next to big brands helps us to maximise the effect of new launches from big brands.

The final part of our plan to help grow the impact of new products was to shout about them to our customers. We’ve got posters from Nisa around our store that display new products and launches, and we use shelf-edge labelling to communicate prices.

To help customers understand they are looking at something new and exciting that they should try, we added counter-stands for Ribena Frusion, and made sure that shelf-barkers for products such as Lucozade Sport Fruit Punch were visible in front of the bottles on shelves.

The results are plain to see. Our new display helps our big sellers stand out, but also flows brilliantly, so we can see how each sub-category sells. Staff are now re-stocking every day, rather than every two days.

Find more on our category insight strategy at LRSuntory.com/trade

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PROFILE

32

27 AUGUST-9 SEPTEMBER 2019 betterRetailing.com

RETAILER PROFILE PARMEET AND PERMJIT MEHAT NISA ROEBANK ARCADE

‘WE’VE OPENED 11 STORES IN THE PAST 17 YEARS’

Location: Hull Shop size: 2,000sq ft Bestselling lines: Chilled and frozen

Opening of Hull Roebank Arcade, with Parmeet (second from right) and Permjit Merhat (far left)

DARYL WORTHINGTON WITH their latest store, a Nisa Local at the Roebank Arcade in Hull, Parmeet Mehat and her husband, Permjit, have been able to draw on their experience and get off to a �lying start.

They’ve worked in retail for 17 years, opening 11 stores between them in that time with a number of different fascias, including Nisa, Premier and Go Local.

“I knew the Roebank Arcade shop was going to do very well, and it’s delivered beyond our expectations,” Permjit explains.

“We’re really happy with it.”

According to Parmeet and Permjit, a key part of making a success of a new store is �inding the right location.

“There used to be a parade of shops here, but they burnt down a few years ago,” Permjit continues. “But it’s a great spot – it’s in the middle of a large housing estate, and the nearest store, an Asda, is about half a mile away.”

For that reason, they knew it was important to make an impression with the store straight away. “Before we opened, we had banners outside and sent

out lea�lets to the local area,” Parmeet explains. “We then had a big opening day. The local mayor attended and we had bouncy castles and face painting. It really let customers know the store was here.”

One of the couple’s most successful stores, a Premier located closer to Hull city centre, has achieved great results by following the latest trends.

“It has an ice cream parlour, a fresh in-store bakery, a coffee machine, and sandwich and salad bar,” Parmeet explains.

“It also sells special dietary products, from vegetarian and gluten-free to foods for people who have nut and other allergies. There are very few stores in the area that serve these special dietary needs,” she continues.

Finding out what their customers’ needs were, and establishing a point of differ-

Why should you care about illegal tobacco?

ence, was key to making the Premier a success. They’ve now begun this process at the Roebank Arcade store. Chilled and frozen are already performing well, likely because of the lack of competition nearby.

“At the moment, we’re still getting a feeling for what will work in this area. I’ve been bringing things over from the fresh bakery at the Premier, to try them out and see if they work. I’m con�ident they will – customers really love the smell of fresh pastry and baguettes, it’s a great way

AS OFTEN AS WE CAN, WE ASK OUR CUSTOMERS WHAT THEY WANT IN THE STORE

to draw them into the store,” Parmeet explains.

“As we know there’ll soon be takeaways nearby, there’s no point us doing things like pizzas in the Roebank Arcade store – we don’t want to touch their trade and we’d struggle to compete with them anyway.

However, the fresh bakery could work as it attracts customers in the mornings looking for a pastry or some fresh bread,” she continues.

“Now, as often as we can, we ask our customers what they want in the store to make sure we’re serving our community,” Parmeet continues.

Of course, opening a new store is never without its challenges. “We had some delays with our card payment systems and PayPoint,” Permjit reveals. “We could have postponed opening, but we decided to just go ahead as customers were expecting the store to open. We found that people were patient, I think they were excited by the new store.”

compromise 1 Never on quality Parmeet says: “I put myself in the customers’ shoes and ask myself – would I buy this? If the answer is yes, then I know the product is worth stocking.

I use this approach across all of our stores.” what your 2 Know customers want “If customers want something we don’t sell, we’ll get it in within the next few days, and then call the person who requested it to let them know it’s in. Customer service is really important,” Parmeet says.

To see more photos of the store, go to betterRetailing.com/storeprofiles/nisa-roebank-arcade

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3 Gobakedfreshly “Customers love the smell of fresh pastries and bread,” says Parmeet. “It attracts them to the store, driving footfall and sales. These products are especially popular in the morning.”

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