Retail Express - 1 December 2020

HAVE THEY LOST THEIR BOTTLE? • Retailers face no way out of deposit return scheme as exemptions process put at risk by industry squabbling • Zero Waste Scotland puts burden on stores to find an alternative return point P3

1-14 DECEMBER 2020 STRICTLY FOR TRADE USERS ONLY

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COVID-19 CONSEQUENCES

‘PREPARE FOR A NO-DEAL BREXIT’

SPIRITS

Retailers forced to cut opening hours to offset crime rise and drop in footfall

Industry bodies warn indies of potential nodeal impact on tobacco, prices and availability

Retailers and suppliers reveal the shopper trends you need to know this Christmas

P2

P4

P29

25/11/2020 15:42

C o v i d - 1 9 HARDSHIP FUND

NFRN member hardship fund Help those that need it due to the Coronavirus outbreak Email: hardshipfund@nfrn.org.uk See website www.nfrnonline.com to download form Full T&Cs apply

Together We can Achieve more!

STORE ADVICE How three retailers make sure their stores are accessible to everyone BACK PAGE

1-14 DECEMBER 2020 STRICTLY FOR TRADE USERS ONLY

HAVE THEY LOST THEIR BOTTLE?

• Retailers face no way out of deposit return scheme as exemptions process put at risk by industry squabbling • Zero Waste Scotland puts burden on stores to find an alternative return point

P3 COVID-19 CONSEQUENCES

‘PREPARE FOR A NO-DEAL BREXIT’

SPIRITS

Retailers forced to cut opening hours to offset crime rise and drop in footfall

Industry bodies warn indies of potential nodeal impact on tobacco, prices and availability

Retailers and suppliers reveal the shopper trends you need to know this Christmas

P2

P4

P29

our say

Megan Humphrey, editor

Don’t be afraid to take risks during the pandemic THE local convenience store at the end of my road is undergoing a refit.

Quick progress has been made. The fresh fruit and vegetable stand that used to sit outside the front has been replaced with a brand-new glass frontage. And just last week I noticed the store layout had been given a revamp.

Admittedly, I had been living in the area a few months before I first stepped through its doors. A lot of this was down to its appearance, which is a disservice to the value the store provides.

It does a fantastic job at catering for the multicultural residents of the community, selling everything from Polish breads to Sri Lankan sweets.

I think there’s a lesson to be learned here about the importance of appealing to new customers through your exterior. Don’t let the front of your store be a barrier to what you sell inside.

Have a think about what you can do to your frontage to make DON’T LET THE it look even more attractive. That might be putting fresh-cut flowers FRONT OF YOUR outside, or rearranging your shop STORE BE A window – not everything has to BARRIER cost lots of money.

Oddly, I felt a sense of relief when I saw the refit. It was reassuring to see a neighbourhood store that has definitely struggled at the hands of the pandemic not be put off staying ahead of competition.

If you do anything in the next two weeks, take a leaf out of their book and don’t be afraid to take risks in this volatile climate.

TO FIND OUT THE LATEST GROCERY SHOPPING TRENDS, TURN TO PAGE SIX @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Daryl Worthington @DarylNewtrade 020 7689 3390 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief (maternity cover) Tan Parsons 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355 News reporter Kate Plummer @NewtradeKate 020 7689 3395 Production coordinator Nadeem Masood 020 7689 3368 Director of sales and marketing Matthew Oliver 020 7689 3367 Senior account director Charlotte Jesson 020 7689 3389 Senior account manager Natalie Reeve 020 7689 3372

Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379 Senior news reporter Alex Yau @AlexYau_ 020 7689 3358 Digital content editor Jody Porter 020 7689 3378

Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler.

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

01

Pandemic forces retailers to reduce store opening hours

KATE PLUMMER GROWING problems associated with the coronavirus pandemic have forced stores to reduce their opening hours.

Several retailers told Retail Express a surge in retail crime incidents during regional lockdowns, and a drop in footfall, left them with no other choice but to cut their store’s trading hours.

Anita Nye, of Premier El-

02

dred Drive Stores in Orpington, Kent, said: “We have had to permanently alter our opening hours during the pandemic due to the persistent rising crime threat we have experienced.”

A survey by Retail Express’ sister title, RN, revealed on average shoplifting costs independent retailers £2,352 a year in losses.

Member of Scottish Parliament Daniel Johnson acknowledged the rising crime

Christmas benefits

levels. “It’s clear that the tomers meant he had to cut pandemic has put our retail his hours.

He told Retail Express: workers under even more “The streets outside are so pressure,” he said.

“They’ve been perform- quiet there’s no point in us ing public health and safety staying open. I review the functions to keep us all safe CCTV to see how busy it is.”

In the same week, from the beginning, which is why these reports of store owner Sabaratnam an increase in crime are Thamilchelvan, of Dominion Stores in Kent, revealed so shocking.”

Gaurave Sood, owner of he has lost £300 a day after Neelam Post Of�ice & Con- nearby schools prevented venience Store in Hilling- children from visiting to don, said a decrease in cus- stop overcrowding.

03

PO parcel deal ‘close’

THE convenience channel is KAM Media’s managing THE Post Of�ice (PO) is “well placed” to bene�it this director of retail and hospi- “very close” to �inalising a Christmas as the lockdown tality, Katy Moses, predicts: new 10-year deal with Royal in England comes to an end, “There will be an increase Mail that may allow post ofin spend – quite a dramatic �ices to handle parcels from according to experts.

On 2 December, England one once the announcement other carriers. will exit the latest national is made.”

Sources at a meeting in late She added: “The conveni- November between PO manlockdown and introduce three tiers of restrictions. ence channel will bene�it.” aging director of mails and Go to betterRetailing. com and search ‘christmas’ for the full story

retail Mark Siviter and nearly 100 subpostmasters said Siviter claimed to be in the �inal stages of negotiating a deal.

The news comes just days after the Times reported that Royal Mail is set to lose its exclusive PO mails partner status.

Account manager (new business) Jimli Barua 020 7689 3364 Sales support executive Charlotte Brady 020 7689 3382 Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

Account manager Adelice Tatham 020 7689 3366

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The five biggest stories this fortnight

46,191

Audit Bureau of Circulations July 2019 to June 2020 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

PayPoint-Link cash

THE average PayPoint store taking part in its cash-overthe-counter trial with Link has handed out approximately £700 in cash from their tills per month.

New data captured by Retail Express from a now-de-

leted Link web page shows the 13 small shops given access to the new cash machine-style services completed 700 cash withdrawal transactions, and 100 balance enquiries since midSeptember 2020.

Go to betterRetailing. com and search ‘paypoint’ for the full story

05

Sainsbury’s supply

SAINSBURY’S has begun talks with independents about direct supply to widen its wholesale distribution.

Sources told Retail Express the multiple is looking at what could potentially be franchise agreements with multi-site

retailers as part of an “ad-hoc” recruitment drive.

The strategy marks another venture by Sainsbury’s into franchising, after a three-year trial with EuroGarages was terminated in 2018.

@retailexpress facebook.com/betterRetailing

1-14 DECEMBER 2020 betterRetailing.com

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

‘Progress slow’ in DRS opt-out process MEGAN HUMPHREY SOURCES claim industry group clashes in �inalising an exemptions process from the deposit return scheme (DRS) for retailers risk delaying applications.

The comments come two months after the Scottish government created an advisory group with the aim of publishing guidance for retailers on how they can opt out of the scheme.

Zero Waste Scotland’s (ZWS) DRS programme manager, David Barnes, told Retail Express in June that retailers should expect a formal announcement in January 2021 on how it would work.

At the time, he said: “The Scottish government would support an exemption for a retailer who agrees an alternative return point with another premises. Or, if it is physically impossible to operate a return point without compromising other legislations, including health and safety or food standards.”

However, several industry sources revealed to Retail Express last week that disagreements between group members are preventing progress from being made.

“Progress has been slow bearing in mind the golive date,” one source said.

“They have been focusing on the proximity exemption option, and haven’t even

touched on the food hygiene side of things.”

They also stressed that nobody within the group is saying how retailers can facilitate conversations to set up an alternative return point with another shop.

“A retailer can’t just simply walk in and ask to speak to the duty manager,” they said. “There has to be some kind of head of�ice intervention. Nobody is taking responsibility in explaining how retailers can facilitate those conversations. The government doesn’t see that as their role.”

They added: “I’m really concerned the guidance isn’t going to be shared with retailers in time.

“They are already worried about putting their applications together.”

ZWS told Retail Express it is managing the exemptions applications process on behalf of the Scottish government. When asked who should be responsible for starting conversations about �inding a return point, ZWS said it is down to the retailer.

It said: “Retailers will need to work together to identify these partnerships.

We will also be publishing guidance that will help retailers understand if they are eligible and make the process of applying as simple as possible.”

They were unable to provide a date by which retailers would be able to access the guidance in question.

express yourself “I’VE not noticed the increase in tobacco duty have an impact on sales, but it’s still early days and we’ll have to wait and see. The customers have been taken aback by it. There was no Autumn Budget this year, which means the announcement wasn’t as widespread as it has been in the past. Based on previous increases, customers will probably make their purchasing choices on price rather than brand.”

Mike Mitchelson, Brampton Post Office, Cumbria

03

GOOD WEEK COLLECTABLES: More than 80 newsagents across Norwich are stocking the second edition of a collectable sticker book celebrating 15 defining seasons of Norwich City Football Club’s 118-year history. Launched by Archant, there are 230 stickers released for the book.

Go to retailerservices@ archant.co.uk to find out how to stock the book in your store SHOPWORKERS: Scottish Parliament has voted to support the Protection of Workers Bill, after moving it to a final stage 3 vote.

The bill, which calls for more protection for shop workers, must pass the final stage before it can be made law. Member of Scottish Parliament Daniel Johnson, who is spearheading the bill, is pushing for more support.

For the full story go to betterRetailing.com and search ‘retail crime’

BAD WEEK When Retail Express challenged supermarkets including Asda, Sainsbury’s, Lidl, Aldi, Tesco, Morrisons and Scotmid if they would be willing to partner up with local stores to help them secure an exemption, none of them said yes.

However, a spokesperson for Sainsbury’s responded: “Decisions on retailers partnering with local stores to offer collection facilities, and/or request exemptions, are made on a case-bycase basis.”

The advisory group is currently made up of the Scottish Grocers Federation, the NFRN, the ACS, Greggs, Scottish Bakers, Disability Equality Scotland, Living Streets, Outer Hebrides Chambers of Commerce, Which, the Brit-

the column where you can make your voice heard

ish Soft Drinks Association and the Federation of Small Businesses.

In its latest issue of its members magazine The Fed, the NFRN said of the DRS scheme: “The key to our position is the number of return points operated by our members. The more we have, the bigger our voice and vote within [the] organisation.”

A source within the meetings also went on to explain how it has been proposed that it’s the responsibility of the retailer to assess the safety of the route to their alternate return point once con�irmed.

“Once a retailer has identi�ied a return point, they are then expected to carry out a route safety survey, highlighting the number of

road crossings and whether the pavement is safe for disabled customers,” they said. “This is ridiculous, and retailers simply can’t do that.”

When Retail Express asked the Scottish government whether it is concerned the group is not making quick enough progress, a spokesperson said: “We are developing guidelines to ensure we assess exemption applications fairly and consistently, and are con�ident that these will be in place by 1 January 2021.”

No other member of the advisory group was willing to comment on the claims at the time Retail Express went to print.

SHOP SAFETY: Store owners hit back at retail analyst Andrew Busby on Twitter after he claimed retailers have only paid lip service to Covid-19 safety measures this year. He said: “Most retailers, both indie & chains, have paid lip service to covid safe measure, other than hand sanitiser and perspex screens. Isn’t it about time that the industry showed proper accountability?”

CRIME: Retailers in Glasgow stocking The Digger are facing intimidation from gangs trying stop the public accessing the title. Thirty newsagents were visited on the same night editor James Cruikshank was targeted in an arson attack. The weekly title investigates alleged drug deals, paedophiles, gangsters and the criminal justice system.

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

Has the tobacco duty increase impacted your sales?

“WE are at the forefront selling the tobacco, so customers will complain to us. A pack of 20 costs £10, so that’s 50p a cigarette now. Customers are giving up, too, and that’s likely to have a further impact on sales during the new year. We now question whether it’s worth selling such a low-profit item with little return. It’s also a major target for thieves, so we do put ourselves at risk as well.”

Alpesh Patel, Wheathampstead Post Office, Hertfordshire

“WE’VE only put our cigarette prices up recently following the increase in the duty. We never like to do it straight away because it ends up being a shock to customers. They see the increase in the supermarkets first and they slowly get used to it. We will expect it to impact sales. If it’s anything like similar increases in the past, customers will be asking for our cheapest pack of cigarettes instead of basing their decision on the brand.”

Ken Singh, Mill Hill Stores, Pontefract

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

Mike Mitchelson

NEWS

04

1-14 DECEMBER 2020 betterRetailing.com

Retailers warned of Brexit impact ALEX YAU INDUSTRY bodies have warned convenience retailers of the impact on tobacco, prices and availability if the UK leaves the European Union (EU) without a trading deal.

Last month, the ACS and Federation of Wholesale Distributors (FWD) released guidance on a ‘no-deal Brexit’ when the transition is

completed on 1 January.

A UK Global Tariff is expected to be applied to products from the EU, and would result in higher prices. The ACS has urged stores to begin notifying customers about this now by displaying posters in store.

In addition, the trade body said tobacco products sold by retailers will need new pictorial warnings accompanied by the following messages: “Tobacco smoke is toxic”,

“Quitting will improve your health”, and “Smoking causes throat cancer”.

However, tobacco manufacturer JTI revealed existing products can be supplied and sold “until stocks are exhausted”.

Retailers were also advised they can continue to use their current track-and-trace codes and do not need to take any action.

In separate guidance ref-

IT’S ANYTHING BUT AVERAGE

2020 BENCHMARKING IS NOW OPEN!

#IAA20

erencing the government’s ‘Reasonable Worst Case Scenario’ for border delays, FWD chief executive James Bielby warned of the impact on the availability of fresh products.

“Even if we have a no-deal, checks will be required. The price on food will change and there will be some shortage of products,” he said.

“The overall disruption is likely to last for six-to-12 months. The availability of

some fresh products will be reduced and that’s likely to see an increase in food prices with an impact on

vulnerable groups. [These include] people in rural communities and people who have fewer options.”

Forecourt petrol stress THE Petrol Retailer Association (PRA) has warned the UK’s forecourt network will face challenges supporting the recently announced government ban on the sale of new petrol and diesel cars from 2030.

The trade body’s chairman, Brian Madderson, said:

“Technical and commercial challenges remain in establishing the electric charging infrastructure required for mass electric vehicle take-up.

This is particularly apparent at petrol forecourts where many of our members have abandoned plans to install ultrarapid charging points.”

ASSESS. COMPARE. IMPROVE. Benchmark your shop with the Independent Achievers Academy and you will: See how your store(s) compares to your peers Identify your strengths and opportunities to take your shop to new heights Become part of a network of hundreds of forward-thinking retailers New for 2020: Immediate comparisons with 2019 average scores No need to re-enter your shop details if you took part last year Results and areas for improvement sent directly to you once benchmarking is complete New category: Environmental Sustainability

My takings have gone up as a result of benchmarking – it’s a great way to be proactive and to make sure you don’t fall behind.

Steven Mahal, Arnold Premier Stores, Nottingham

Visit betterRetailing.com/IAA or call the IAA team today on 020 7689 0500

TESCO COVID SAMPLE BREACH

AN Instagram user has accused a Tesco branch in Milton Keynes of breaching Covid guidelines through a wine-tasting concession.

Posting a picture of the concession, Debbie Digby-Smith said: “Tesco are doing wine tasting. People are pulling their mask off and taking a little cup and tasting the wine.”

A Tesco spokesperson responded: “This is a contactless event, and all samples are provided in a sealed container for customers to consume after they have left the store.”

Convenience closures THE coronavirus pandemic was responsible for more than 50% of convenience store closures in the two weeks leading up to 5 November.

Exclusive information seen

by Retail Express revealed 203 stores suspended trading in the period. Although 101

of the closures were in seasonal locations such as holiday parks, the remainder was likely caused by the pandemic and the impact of regional lockdowns. A further update from Smiths News revealed 115 stores temporarily closed after 5 November.

THANK YOU

For helping the UK’s best selling med/large cigar achieve great sales this year. Remember to stock up before Christmas.

FOR THE INFORMATION OF TOBACCO TRADERS ONLY

NEWS

06

Illicit cigs campaign recruits help of indies to make seizures MEGAN HUMPHREY A PUBLIC-LED campaign calling on retailers to report illicit tobacco has helped contribute to the biggest reported single seizure in Greater Manchester.

The ‘Keep it Out’ campaign is owned by anti-tobacco programme Fresh and is being run by the Greater Manchester Health and Social Care Partnership, in collaboration with local authority Trading Standards.

The initiative generated 500 reports of illegal tobacco being sold in the northeast of England and Greater Manchester between March and October 2020.

during lockdown, despite overseas travel being restricted.

“These highly addictive tobacco products are being sold by organised crime gangs with links to human traf�icking, loan sharking and the drugs trade,” she said.

“Retailers are likely to know where illegal tobacco is being sold, so we’d urge you to report sales, so we can continue to successfully tackle the illegal trade.”

The news comes in the same week JTI reported illicit tobacco was on sale in 61% of test purchases in the Bolton area.

Test purchasers acting on behalf of the manufac-

During the same period, over 1.7 million illegal cigarettes and more than 100kg of illegal hand-rolling tobacco were seized from shops, cars parked outside shops and from storage units used by shops.

North-east shopkeeper John McClurey said: “The reality is that the tobacco market is on the long-term decline with fewer people buying tobacco these days.

“Most retailers wouldn’t dream of selling illegal tobacco, but the minority who do need to be dealt with.”

Tobacco control lead for North West Trading Standards Kate Pike con�irmed smuggled and fake products continued to be sold

turer were able to buy illicit products in 19 out of the 31 stores visited, with packs of illegal cigarettes on sale for as little as £4.50, and 50g packs of roll-yourown available for £5.

Do you know someone selling illicit tobacco?

Call Retail Express on 020 7689 3357

PayPoint offers ‘technical’ compensation Several retailers also claimed they were unable PAYPOINT has said it will to speak to anyone directly issue £50 compensation to at the PayPoint helpdesk retailers who lost nearly a on the phone, and instead whole day of trading after a could only access pre“technical issue” prevented recorded messages.

In a letter sent to stores, card payments and topseen by Retail Express, chief ups working.

The payment services executive Nick Read apoloprovider sent a message to gised for the issue and said: retailers on 14 November “As a gesture of goodwill via its app reporting the we are going to make a payment of £50 to you for the problem at 8.14am.

According to Twitter, ser- temporary loss of your card vices resumed at 4.28pm, in- processing services.”

The funds were due to dicating up to eight hours of be added to weekly PayPoint lost peak Saturday trading.

MEGAN HUMPHREY

commissions on self billing invoices on 30 November.

However, retailers affected said the payment doesn’t go far enough. One store owner said: “Fifty pounds is a joke when you consider how much trade was lost for so many businesses, especially at a time when the majority of customers are using their cards to pay.”

The company also claimed it has “engaged a thirdparty specialist �irm” to work with its own tech team to try to prevent further outages.

KANTAR GROCERY FIGURES

What have been the latest shopping trends during the past 12 weeks to 1 November?

14%

29%

2.3%

15.6%

Growth of frozen food sales

Sales boost of scented candles and diffusers

Drop in sales of sugar sweets

Sales growth in independent stores

ACADEMY IN ACTION

1-14 DECEMBER 2020 betterRetailing.com

07

The Independent Achievers Academy is a learning and development programme that helps to increase sales and profits. Academy in Action shows how retailers like you are working with our partners to use the Academy’s advice.

We’re here to help.

Call 020 7689 0500 Ruth Forbes

ENVIRONMENTAL SUSTAINABILITY In part nine of a 12-part series, the IAA and JTI visited JACK MATTHEWS to help him become a more environmentally sustainable retailer

BEING environmentally sustainable is about minimising your store’s carbon footprint – and is now an important part of retailing. Start by encouraging customers to use their own carrier bags or take it further by encouraging them to bring in their own containers for products, like eggs, to reduce packaging.

Read how Ruth Forbes from JTI helped Jack Matthews create an action plan to become a more sustainable business. Jack and his family have been in retail for almost 100 years. With plans to expand in 2021, he wants to ensure he is as energyefficient as possible. How can Ruth and the IAA help him become more sustainable?

Want to see more?

For more on how to improve your store and to see more of Jack’s shop, go to betterRetailing.com/Academy-in-Action

Name: Shop: Location: Size: Staff:

Jack Matthews Bradley’s Supermarket Quorn, Loughborough 2,600sq ft Eight full-time, 11 part-time

PARTNER ADVICE Sustainability is evolving, and Jack has made great strides in this area. But the action plan will help evolve his efforts.

Ruth Forbes Head of Responsible Business Projects JTI

YOUR ACTION PLAN 1 Walk your shop

This is designed to be used to help you think like a customer

2 Benchmark your shop

Use the checklist below; ticking all that you see evidence of

WHY I TAKE PART We’re in the final stages of planning a full refit in January 2021 and we want to make the store as sustainable as possible. Ruth’s advice was really insightful but also practical and along similar lines to some of the ideas we’ve had, so I’m feeling good about taking it forward and seeing some great results from following the action plan.

Limit packaging and use plastic alternatives Reduce food waste effectively Lower your store’s carbon footprint Help shoppers to reuse and recycle

IAA ADVICE

Plan, measure and shout about your success

Limiting packaging and using plastic alternatives

Lowering your store’s carbon footprint

Working with suppliers to sell more products loose

Jack’s fruit and veg are already mostly loose on the shelf, which has received positive customer feedback. Jack wants to limit packaging in other categories, but isn’t sure where to start. What can he do?

Jack uses LED lighting and plans to install doors on his chillers as part of his refit, but wants to ensure his store is as energyefficient as possible. What else can he do to lower his carbon footprint?

Jack has noticed that customers are moving towards more sustainable packaging in household. Jack has tried this in the past without much success. How can he sell more loose goods and remain competitive?

Ruth says: “Shoppers are becoming increasingly environmentally conscious, so reducing plastic and offering loose products is an important step. By asking your customers about the products they’d like to see with recyclable or loose packaging, you can ensure your sales are maintained, while improving your carbon footprint.”

Ruth says: “It’s fantastic that Jack’s planning to install doors on his chillers, as this will minimise environmental impact and bills. The next step would be to review energy efficiency levels and introduce a ‘switch off’ policy in areas that aren’t in constant use, such as the stock room, to further reduce energy use.”

Ruth says: “Jack’s got a strong household range, which customers rely on throughout the week. But as they make efforts to be more sustainable, offering refillable options is key. Working with household suppliers to get the right offer will enable you to remain competitive while helping you stand out and become more sustainable.”

ACTION Ask customers in store and online about which products they’d like to see sold loose.

ACTION Review energy efficiency and look at introducing a ‘switch off’ policy to further reduce energy use.

ACTION Work with suppliers to find competitively priced loose products that are more sustainable.

3

Pick one thing to improve on Write it down, implement it this week and let us know how you get on using #IAA20

MINIMISE YOUR ENVIRONMENTAL IMPACT Visit betterRetailing.com/IAA to find ways to run a more sustainable business and see how you can improve in 11 other categories

Next time: In-store Display

PRODUCTS

08

Bud Light teams up with Fnatic BUD Light has partnered with esports team Fnatic to launch the �irst beer and esports on-pack promotion in Europe.

It offers shoppers the chance to win one of 100 Fnatic React headsets, as well as a chance to spend a gaming night with a Fnatic Pro player.

To support the promotion, the brand has also teamed up with professional player and Fnatic creator Harry Hesketh in a 30-second video. It will appear across Bud Light social channels, on Fnatic’s YouTube page and on Twitch.

The supplier said Bud

Light tends to appeal to younger, af�luent shoppers, which ties in with esports’ core fanbase in Britain of 18-to-24-year-olds.

It added the targeted social media ads around the campaign will reach 94% of 18-to-30-year-olds at least 19 times.

Bud Light senior brand manager Martina Isella said: “During the lockdown period, Bud Light grew in value ahead of standard lager and premium light lager.

The brand also drove the most volume growth in the premium light sub-category of standard lager, compared to last year.”

Esports – professional competitive video gaming

– has a signi�icant fanbase, with esports daily average

‘TOO good not to share’ is the new £3m campaign from Pladis for its McVitie’s brand, featuring two ads, and social media and video-on-demand activations.

The TV ads will focus on biscuits playing a role in bringing friends and family together even throughout lockdown, in a bid to attract

younger consumers.

The digital activation on Twitter will also give consumers a chance to win one of 20,000 packs of Chocolate Digestives. Users will be encouraged to nominate a friend or relative who will be given a pack for every follow and retweet of #TooGoodNotToShare posts.

US DESSERT chain The Cheesecake Factory has made its range of premium products available to retailers in the UK, including convenience stores.

Distributed by Schengen Desserts, the range includes its �lagship Original, Chocolate Mousse, Red Velvet and Strawberry Topped cheesecakes. Its cheesecake slices are ideally suited for

PRIYANKA JETHWA

McVitie’s are ‘too good not to share’

viewers having increased by 65% during lockdown.

LAUNCHED in response to the characterising �lavour ban, which saw menthol cigarettes taken off shelves, Freshr is a menthol �ilter designed for consumers looking for an alternative.

With an RRP of £2.99 for a pack of 31 �ilters, which can provide for up to 93 cigarettes, it offers margins of up to 30.5%. The supplier is giving retailers 20 trial packs free of charge to help consumers try the product for an RRP of 25p.

The supplier said: “Our social media team can help drive footfall to stores with targeted campaigns, and we can also share digital assets with retailers for their own social media platforms.”

convenience stores and foodto-go counters.

Vicki Heenan, head of sales UK and Ireland for The Cheesecake Factory, added: “For the retail market we can offer a selection of takehome cheesecakes, individual servings and cupcakes, along with other products from the At Home range. The Bakery range is targeted for foodservice.”

Coca-Cola is back with festive ad COCA-COLA has announced the launch of its new festive campaign, ‘The letter’.

On TV screens now, the advert, directed by Oscar-winning �ilmmaker Taika Waititi, follows a father’s journey to make his daughter’s Christmas wish come true.

Running alongside CocaCola’s ‘Holidays are coming’ advert, the new campaign

Retailers can stock Freshr by visiting freshr.co.uk, or by calling 01772 585059

Cadbury cakes and Mr Kipling treats PREMIER Foods is back with its limited-edition Cadbury and Mr Kipling Christmas cake range, RRP £1-2.

The Cadbury range includes Festive Cake Bars, Mini Yule Logs, Reindeer Cakes and Caramel Mini Rolls, while the Mr Kipling range includes Frosty Fancies, Winter Whirls, Festive Bakewells and Reindeer Slices.

Mathew Bird, brand director for sweet treats at Premier Foods, said: “Cadbury is the second-biggest brand within packaged cake at Christmas and is ideally placed to help retailers drive value into the category. Mr Kipling Frosty Fancies proved a hit last year, having grown by 39%.”

New US cheesecakes PMP price shift from to dig into CCEP on more lines

sponsored

New menthol filter tips from Freshr

1-14 DECEMBER 2020 betterRetailing.com

marks 100 years since CocaCola created its �irst festive association.

Coca-Cola Great Britain marketing director Kris Robbens said: “Our new advert re�lects the magic of Christmas – our greater appreciation for loved ones, a sense of community and our need to be present with each other, above all else.”

COCA-COLA European Partners has reduced the RRP across some of its 500ml price-marked packs (PMPs) for a limited period.

Designed to help retailers drive sales of on-the-go formats, 500ml bottles of Diet Coke, Fanta, Fanta Zero, Dr Pepper and Dr Pepper Zero – including its �lavoured varieties – are now available in £1 PMPs, with the RRP having been reduced by 15p.

Earlier this summer, the supplier reduced the RRPs on its 1.75l PMPs of Coca-Cola Zero Sugar and Diet Coke, and its 1.5l PMPs of Original Taste. 500ml bottles of CocaCola Zero Sugar – including the Cherry and Vanilla varieties – and Diet Coke

�lavours (Sublime Lime and Twisted Strawberry) were also included.

With the latest changes, this means that all CCEP light colas and �lavoured carbonates are now available with a £1 price-mark for a limited period.

RIBENA bottles will now be fully recyclable and made using 100% recycled plastic.

The new design features a reduction in the plastic sleeve while conveying a number of on-pack recycling messages.

The bottles will be supported by the brand’s biggest campaign to date next year, spanning TV and social media.

Charlotte Flook, head of brand for Ribena at Suntory Beverage & Food GB&I, said: “Sixty-seven per cent of shoppers say they have become more aware of the environmental impact of plastic packaging over the past year, so Suntory Beverage & Food is proud

to take this step forward to ensure everyone’s Ribena bottles can be recycled back into bottles.”

The new Ribena bottles are available to convenience retailers now.

Ribena premieres new greener packaging

The largest selling Soft Drinks brand

with bottles made from 100% recycled plastic. *

STOCK UP NOW *Cap and label not made from recycled content yet, but are recyclable. **Recommended retail price. RIBENA is a registered trade mark of Lucozade Ribena Suntory Ltd. Source: LRS sourced packaging information and IRI MarketPlace Total GB, Value Sales, Soft Drinks, 52 we 23rd August 2020.

PRODUCTS

10

Flipz seasonal sharing bags PLADIS has launched seasonal Flipz sharing bags to help retailers drive sales during the Christmas period.

The limited-edition packs are available in 160g formats with an RRP of £2 across its Milk Chocolate and White Fudge varieties. The bags include Christmas-themed pretzels, with a festive onpack design decorated with speckles of snow.

The packs are also recyclable through Pladis’ partnership with TerraCycle.

Jonathan Bull, head of McVitie’s commercial and seasonal brands at Pladis, said the Flipz brand is

currently worth £14.3m, having accounted for 30% of growth in everyday treats over the past year.

“Christmas provides retailers with an opportunity to boost sales across all sharing formats, with sharing snacks instrumental to the season.

“We expect this to ring particularly true this year, as more households spend time at home over the festive period. We’ve increased the size of our classic Flipz bags, plus added a ‘more to share’ �lash to drive visibility and strengthen the appeal among these shoppers,” he added.

Since launching in the UK in 2018, Flipz has a repeat purchase rate of 33%.

COCA-COLA European Partners is lifting the lid on a new campaign for Schweppes, ‘We’ve got the tonic, you’ve got the spirit’.

The advert will mark the �irst time the brand has been on screens since 2017, focusing on a household

enjoying a games night at home. It will focus on Classic and Signature ranges.

The campaign will continue into next year, and will be supported by outdoor advertising and digital, with the tagline ‘Open up a cracker this Christmas’.

PRIYANKA JETHWA

Schweppes has got the tonic down

Premier Foods: Call of Duty Black Ops PREMIER Foods is partnering with Call of Duty to celebrate the latest addition to the popular video game franchise, Black Ops Cold War. An on-pack promotion on selected packs of Super Noodles blocks and pots products, alongside Pasta ‘n’ Sauce sachets and pots, will give fans the chance to win prizes,

Cathedral City’s resealable format SAPUTO Dairy UK is making packs of Grated Cathedral City cheese available in a resealable zip style format.

It will be available across its 180g Mature (standard and price-marked) and Mature Lighter varieties.

The supplier said research indicates cheese consumers

prefer this type of packaging as it is easier to open, pour from and reclose.

The grated cheese category is worth £377m and has seen volume growth of 15.4% over the past year. Cathedral City Grated is the leading brand in this category, currently worth £8.8m.

sponsored

including in-game bonus items such as a calling card, animated emblem, a weapon charm and 2,400 game points, alongside gaming equipment and copies of the game.

Promotional packs will be available to Londis, One Stop, Premier and Budgens retailers, as well as from Booker until February 2021.

Wolf Blass returns to video-on-demand TREASURY Wine Estates is back on screens with a campaign for Australian wine Wolf Blass, ‘Here’s to the chase’.

Running until 27 December, the ad will be shown on video-on-demand across ITV Hub, My5 and 4OD, with sampling activity planned.

Aiming to recruit more drinkers aged 35 and older into the category, it will showcase its Red, Yellow, Silver and Gold labels.

Ben Blake, head of marketing for Europe at Treasury Wine Estates, said: “In addition to the advert, our sampling activity is also another way to further engage with our key

consumers and encourage people to explore the quality of Wolf Blass wines.”

Sample a case of Whitley Neill’s £1.4m New flavour and look new Lucozade Revive Christmas campaign from Bottlegreen RETAIL Express has teamed up with Suntory Beverage & Food GB&I to give 250 independent retailers the chance to sample its Lucozade Revive range.

Packed with vitamins B3, 5, 6 and 12 to help reduce tiredness, the drink comes in two �lavours – Lemon & Lime and Orange & Passion Fruit.

To make the most out of sales, the supplier said retailers should place Lucozade Revive with their iced tea and coffee range to drive sales from shoppers looking for a little lift during their day.

The �irst 250 retailers to enter will receive 12 Lucozade Revive 380ml

bottles of either one of the two �lavours. The bottles have an RRP of £1.49, with £1.25 price-marked options also available.

To enter, head to betterRetailing.com/ competitions

WHITLEY Neill’s £1.4m Christmas campaign will feature its Original Dry gin and Rhubarb & Ginger gin, highlighting a ‘perfect serve’.

It will feature across print, outdoor digital and social media, the latter in partnership with Michelin-starred chef Mark Sargeant.

Retailers will also have access to a range of PoS material, including posters featuring festive serve suggestions, as well as assets for social media channels and digital screens.

Kelly Coughlan, international marketing manager at Halewood Artisanal Spirits, said: “Unsurprisingly, we’ve continued to see huge growth with the gin category

during lockdown.

“Flavoured varieties are still responsible for driving the majority of this growth, but non-�lavoured options are also growing.”

CORDIAL brand Bottlegreen has premiered a new look and improved recipe, alongside a new �lavour and a limited-edition variety.

The new look focuses on a contemporary design with different colour backdrops for each �lavour, including a ‘Sip back and relax’ message on pack.

The recipe is also being reformulated across the entire range to give a stronger �lavour, which, according to the supplier, better matches taste expectations of adults.

New �lavours include Bramble (750ml, RRP £2.75) and a limited-edition Spiced Berry variety (500ml, RRP £3.40). Both varieties are on sale now.

1-14 DECEMBER 2020 betterRetailing.com

Spar gets pretty with rosé prosecco SPAR has added Prosecco Rosé to its range in time for Christmas, with a special introductory price of £7.99 until 10 March 2021.

With an RRP of £9 after this date, the supplier said the prosecco is made with a blend of Glera and Pinot Noir grapes, and is

suitable as a gift.

Philippa Carr, master of wine and wine consultant to Spar, said: “The new Prosecco Rosé is a fruity, sparkling drink perfect for the festive season, and would make a good choice for a Christmas gift.”

The bottle is on sale now.

11

Advertorial

Weetabix drives healthy agenda WEETABIX has partnered with The Football Association to encourage people to make healthy choices through its ‘Eat well, live well, play well’ campaign.

As part of this, the brand will become the of�icial breakfast category partner of the England Women’s and Men’s Senior Teams, and lead partner

of Wildcats, the FA’s football programme for girls aged 5-11.

The partnership with Wildcats will focus on Weetabix Original’s nutritional credentials, being low in sugar, salt and fat.

It will run from April 2021, ahead of two big summers for the teams.

Anna MacDonald Category marketing director for beer and RTD, Diageo

We’re helping convenience retailers capitalise on big nights in

Tyrrells invests £1.5m in campaign KP Snacks is injecting £1.5m behind a campaign for Tyrrells, ‘Tyrrellbly tyrrellbly tasty’, ahead of the Christmas period.

On TV screens now until 10 December, it will focus on Tyrells’ Hand Cooked English crisps and, for the �irst time, its Vegetable Crisps and new Nut Medley range.

The campaign will also

feature in print and digital, driving awareness among consumers looking for a premium, sharing snack.

Kevin McNair, marketing director at KP Snacks, said: “The Christmas campaign is designed to drive awareness of Tyrrells while highlighting how it’s the perfect snack for family and friends over the festive period.”

Cotswold Fayre predicts 2021 trends HARD seltzers are set to be one of 2021’s biggest trends, according to Cotswold Fayre chief executive of�icer Paul Hargreaves.

Hargreaves said currently a ‘micro category’ in convenience, hard seltzers are predicted to grow in popularity next year, with the wholesaler planning on introducing new brands to its range in 2021.

“As a trend originating in the US, I think we’ll be seeing a lot more of these brands and varieties entering the UK market over the coming months.

“These alcoholic carbonated waters, packaged in slimline cans, are fairly low in calories, with a similar strength to beer at around 4%, aimed at young women,” he added.

sponsored

Mondelez removes Grow online sales with Snappy Shopper plastic trays SNAPPY Shopper is an online platform for shoppers to place orders with local convenience stores, ready to be delivered within 30 to 60 minutes.

With 500 stores across the UK already signed up, it enables fast delivery of a wide range of essential items at in-store prices.

The app provides local retailers with a powerful

e-commerce home delivery and click & collect solution.

Many of the top-performing stores regularly achieve £10,000-plus per week, with an average basket spend of more than £26.

Find out more by calling 0333 900 1250, or email the team at retailers@ snappyshopper.co.uk

MONDELEZ International is removing the plastic trays from its adult selection boxes in the UK and Ireland this Christmas.

To help consumers dispose of their packaging correctly, it is also introducing a seasonspeci�ic recycling label, #UnwrapAGoodHabit, to its

selection box range.

The move is part of the company’s broader ‘Pack light and pack right’ strategy, where all UK and Ireland adult selection boxes, including Cadbury’s Classic Collection 430g, Darkmilk 340g, Bournville 400g and Toblerone 510g, will now use cardboard trays.

THE big night in and at-home occasions have been shaken up drastically this year, with consumer behaviour shifting due to government restrictions. Although shoppers have been visiting stores 22% less often, average basket size has increased by 45% – from £16 to £23 per trip1. That means it’s vital retailers effectively engage with their customers when they are in store this festive season, and ensure their beer range is driving sales as effectively as possible.

It’s crucial to offer a selection of recognisable beer brands consumers can easily stock up on and enjoy with their favourites over Christmas. People naturally gravitate more towards brands they love and rely on for great quality and taste. This is especially so when people are spending less time browsing, so it’s more important than ever to ensure your beer range includes names customers recognise straight away.

To capitalise on big nights in, retailers should also stock a range of beer formats, including 650ml sharing bottles, four-packs that allow easy trial, and 330ml bottles. In fact, 330ml bottles have increased greatly in popularity due to the increase of mindful consumption, and don’t forget the 440ml can that many consumers will expect to see.

Tapping into these consumer trends, Hop House 13, a golden lager brewed with Guinness yeast, is now available in a 330ml format in line with people looking to consume better, not more. Beer remains a versatile category as it can tap into a number of key trends, such as balanced choices, taste and premiumisation.

Across the Guinness range we continue to develop innovative beer options, formats and pack sizes to allow our customers to make the most of the sales potential of such a well-known and recognisable brand.

Christmas represents a vital opportunity for retailers to drive sales and engage with customers. We typically notice a surge in beer sales over the festive period2, so taking advantage of well-known brands, such as Guinness, will help to attract customers and make the most of beer sales.

Kantar | Worldpanel Division | FMCG Panel | GB | 8 w/e 17 May 2020 2Nielsen Scantrack, data MAT to 21.03.20

1

ACADEMY IN ACTION

12

The Independent Achievers Academy is a learning and development programme that helps to increase sales and profits. Academy in Action shows how retailers like you are working with our partners to use the Academy’s advice.

Name: Shop: Location: Size: Staff:

We’re here to help.

Call 020 7689 0500

Asman Hussain Day-Today Express Chapelhall Airdrie, North Lanarkshire 645sq ft Two full-time, three part-time

PARTNER ADVICE Helen Richardson

AVAILABILITY In part 10 of a 12-part series, find out how the IAA and MARS WRIGLEY created an action plan to help ASMAN HUSSAIN improve his availability

STRONG availability is having the right processes in place to make sure you have what customers need. Retailers excelling in this category carry out regular gap checks and plan ahead to make the most of seasonal opportunities.

Asman Hussain opened Day-Today Express in 2019 and has focused on getting his biggest-selling categories right over the past year. His customers are a mix of local residents and passing trade, with a lot of competition nearby. Asman rotates stock and has a 98% target in alcohol, but doesn’t apply this to other categories. How can the IAA and Helen Richardson from Mars Wrigley help?

Want to see more?

For more on how to improve your store and to see more of Asman’s shop, go to betterRetailing.com/Academy-in-Action

Shoppers buy what they can see, which is why availability is key. Introducing new processes will help Asman to boost sales.

Helen Richardson Category Strategy Manager Mars Wrigley

YOUR ACTION PLAN 1 Walk your shop

This is designed to be used to help you think like a customer

2 Benchmark your shop

WHY I TAKE PART I have been building on my dad’s knowledge and customer feedback to get the right range. Today was about getting an outside perspective on how to improve the processes I have in place and increase my availability. It was great having Samantha from the IAA and Helen from Mars Wrigley offer simple ways to do this, which, in turn, will help to drive sales.

Use the checklist below, ticking all you see evidence of

Set availability targets and monitor success Day-to-day management and checks Avoid overstocking and waste Manage suppliers and deliveries

IAA ADVICE Setting availability targets and monitoring success

Day-to-day management and checks

Planning ahead so new and seasonal items are available

Asman has a 98% availability target in alcohol because it’s his bestselling category. Sales are going well in this section of the store as he is able to meet demand, but how can he increase sales elsewhere?

Asman has strong availability on alcohol, but waits until stock levels are low before replenishing on categories like confectionery, which, in turn, affects sales.

What can Asman do to avoid out-of-stocks?

Asman has a strong range with branded and local products available, but doesn’t embrace seasonal opportunities as he isn’t sure how to get them right. How can he make sure seasonal products are always available?

Helen says: “Customers make purchasing decisions based on what’s available, so if they can’t find what they need, you’re running the risk of losing them to your competition. Having an availability target for alcohol is a good start, but it would be great to apply this to other categories and see how you can boost category sales.”

Helen says: “Some customers will choose another product if their desired one isn’t available, but others may go elsewhere.

Availability is crucial for categories like gum, as 82% of purchases are made on impulse. By adding in processes in your core range, you’ll be able to maintain availability and drive sales.”

Helen says: “Planning ahead is crucial to making the most of seasonal occasions, which can really boost sales. Gifting is a big opportunity, so it’s important to have a good range available well in advance. Work with reps to understand the best range for your store and create a plan to ensure you have them available in good time.”

ACTION Work towards a 95% target across all categories and monitor success using sales data.

ACTION Identify core range, a category at a time, and agree minimum stock levels for each line.

ACTION Work with reps to understand the best range and ensure seasonal products are available.

Plan ahead so new and seasonal items are available

3 Pick one thing to improve Write it down, implement it this week and let us know how you get on using #IAA20

GIVE SHOPPERS WHAT THEY WANT Visit betterRetailing.com/IAA to anticipate shopper desires and see how you can improve in 11 other categories

Next time: Service to the Community

PRODUCTS

1-14 DECEMBER 2020 betterRetailing.com

13

Soupologie launches Crisp ‘n Dry shows off new look and ad new pot range FREE-FROM soup brand Soupologie has launched a new range, Foodologie, comprising Oh Snack! Pots and Plant Pots.

The Plant Pots have an RRP of £2.40 (500g), and come in Greek Style Briami, Bountiful Burrito Bowl, SuperCharged Chilli Verde, Lentil & Turmeric Daal and Roasted Roots with Curly Kale varie-

ties. Each pot contains under 300 calories.

Oh Snack! Pots come in Yunnah Noodles with Kimchi, Carrot Bourguignon and Jambalaya varieties, and have an RRP of £1.70 (250g). These are designed to be a light lunch option or a side dish.

Bridor launches veg snack range SPECIALIST French bakery Bridor has launched a range of vegetarian Mini Snacks, available to convenience retailers now.

The savoury range includes a Mini Pizza Swirl, Mini Cheese Swirl, Mini Pesto Swirl and Mini Cheese Extravagant. The products are supplied frozen, ready

to bake, and come boxed in cases of 180-225.

The supplier said a boost in healthy eating habits and a rise in �lexitarianism means the outlook for the vegetarian snack market is “very promising”, with the plant-based snack category projected to grow by 8.7% by 2028.

Get spirited with three premium rums THE Spirited Union Distillery has launched three new rums into the UK: Queen Pineapple & Spice, Sweet Orange & Ginger and Pink Grapefruit & Rose.

According to the supplier, Queen Pineapple & Spice Rum is best served with lemonade or mixed in classic

rum cocktails; Sweet Orange & Ginger Rum should be mixed with ginger ale or ginger beer; and Pink Grapefruit & Rose Rum can be merchandised alongside tonic and soda water.

All three have an RRP of £27.50, with an ABV of 38%, and are on sale now.

CRISP ‘n Dry is celebrating its 50th anniversary with a Christmas campaign that focuses on the brand’s new look.

The new packaging will emphasise the product is made from 100% rapeseed oil, therefore being high in

Omega 3. The TV campaign will focus on the brand’s heritage and showcase the versatility of the oil during the festive period.

This will be backed by a partnership with celebrity chef and TV personality Lisa Faulkner.

spread outside a traditional cheeseboard.

Alongside the TV and social media campaign, it is adding a limited-edition Cranberry & Pepper, and three-in-one Garlic & Herbs, Cranberry & Pepper and Shallot & Chive variety to its range.

Both are available to convenience retailers now.

Ensuring the MOST POPULAR FORMATS ARE ALWAYS AVAILABLE to boost both planned and incremental purchases.

GUM BOTTLE FORMAT WILL BE DRIVING THE GROWTH IN 2021 with + 1.7% projected growth so ensure you are offering the best sellers

Savourists’ new snack bar range THE Savourists has launched a new savoury bar range, available in Black Olive & Nori Seaweed and Sundried Tomato & Herb varieties.

The bars have an RRP of £1.85 each, and are available from speciality wholesalers.

Both are made with a combination of grains including quinoa and puffed amaranth, alongside sun�lower seeds.

Availability is everything! As consumer behaviour evolves it brings new shoppers and new purchase occasions to every category.

With 38% of occasions happening at home, particularly whilst relaxing or after a meal, and almost half of all gum purchases unplanned, it is crucial for retailers to make gum available and visible for every shopper, every trip.

Boursin inspires cooking creativity BOURSIN’S new ‘Boursin inspires, you create’ campaign is designed to drive seasonal sales of sharing, premium spreads.

The supplier said the ad comes at a time when more people are cooking from scratch and are experimenting with new dishes at home, so will focus on how consumers can eat the

MORE OCCASIONS, MORE SHOPPERS, MORE SALES

They are low in sugar and gluten-free.

Founder Harry Turpin said: “For too long, sweet bars have dominated the market with hundreds of fruit and nut options, often with misleading health messages and similar taste pro�iles. When you dig into the nutritional content, some snack bars have as much as 17.7g of sugar per 35g, which is 50% of the bar.”

As consumer habits develop, traditional ways of consuming gum are also starting to change. On the Go remains crucial, however gum users are also engaging with the category during both active and non-active leisure – this could be gaming, working out, or simply at home relaxing. Core consumer appeal is around switching off and relaxing in a busy world – and gum helps consumers do this wherever and whenever they are.

Ted Collins, Category Development Head at Mars Wrigley

1 Ipsos Shopper Connections Global Benchmarks: average 20% of purchases are unplanned (hypermarket/supermarket). Base big box gum buyers (n=235), small format gum buyers (n=88), Ipsos aisle intercept survey. Q1b. When did you decide to buy gum today?, Snacking & treating usage study, Kantar, 2017

8891_f - Wrigley - AiA RE Column Ad.indd 1

27/10/2020 17:13

SOLUTIONS

FOR SOFT DRINK CATEGORY GROWTH With so many new soft drinks coming to the market, and new trends emerging as a result of the Covid-19 lockdown period, it has never been more important to stay on top of your range. Craig Starling from Suntory Beverage and Food GB&I (SBF GB&I) joined Umesh Patel at his Up1 News store in East London to find out how small changes can grow sales.

MEET THE RETAILERS

THE STORE AS IT STANDS

UMESH PATEL UP1 NEWS, SILVERTOWN, EAST LONDON

CRAIG STARLING BUSINESS DEVELOPMENT MANAGER, SUNTORY BEVERAGE & FOOD GB&I

“This is a very mixed area, with a lot of families of African, Eastern European and British heritage. While the majority of our customers come from local families, we’ve recently started to see a real influx of young professionals moving into the new housing being built in the area.

“Our soft drinks display accounts for around 60% of our sales in the summer, worth about £1,500 in the busiest weeks. Energy and sports drinks account for around 60% of our soft drink sales.

“Our busiest times are 8-9am and 3-5pm, with lots of commuters and young people, heading to and from the nearby DLR station.”

"This is a fantastic local store. Umesh has a good mix of people that live locally and commuters stopping by on their way to work. He’s been here for 30 years, so he knows his customers, and what they want, really well.

"Umesh has got a really comprehensive soft drinks range. He has multiple SKUs, flavours, and different formats for the different needs of his customers.

Whether they’re picking up drinks on their way to work or picking up larger formats to take home to their families, he’s got it all covered."

LESSONS FOR YOUR STORE

1.

2.

3.

BLOCK YOUR DRINKS BY SUB-CATEGORY SO CUSTOMERS CAN EASILY FIND WHAT THEY WANT

WITHIN EACH SUB-CATEGORY, BLOCK BY FORMAT TO HELP CATER FOR EVERY OCCASION

IN SPORTS & ENERGY, FLOW YOUR DRINKS BY NEED STATE, AND HIGHLIGHT YOUR TAKE HOME OFFER

1 IGD Food to Go 2016 2 EXT IRI, MarketPlace GB, Value, latest 13 weeks to 26.07.20 vs YA

50%

THE RESULTS

1

OF ALL SOFT DRINKS ARE BOUGHT ON IMPULSE

FLAVOURED CARBS HAVE SEEN GROWTH OF

7.1%

2

RECENTLY

29%

RISE IN SALES OF FLAVOURED CARBONATES BASED ON DATA FROM THE PAST FOUR WEEKS

50%

RISE IN SALES OF LARGE FORMAT TAKE-HOME BOTTLED SOFT DRINKS, BASED ON DATA FROM THE PAST FOUR WEEKS

THE CHANGES WE MADE IN STORE

1. BLOCK YOUR SOFT DRINKS BY CATEGORY

BEFORE

AFTER

It’s important to group the same types of drinks together. We put all of Umesh’s flavoured carbs in one block in the same chiller. Sales in this category have grown 7.1% recently, and putting all of his flavoured carbs together will help shoppers find what they want more easily.

2. WITHIN EACH CATEGORY, ARRANGE BY FORMAT

BEFORE

AFTER

Range formats within each category together so they flow smoothly.

We’ve put Umesh’s cola together, then segmented this section further into cans and bottles. If we can make finding the right format easier for customers, it improves the shopability of the category.

3. BLOCK ENERGY BY CATEGORY AND HIGHLIGHT YOUR TAKE-HOME OFFER

BEFORE

AFTER

TO SEE MORE OF UMESH’S SHOP AND FOR MORE ADVICE AND TIPS FOLLOW SBF GB&I ON TWITTER AT @SUNTORYBF_GBI

Energy and sports drinks accounts for a huge 60% of Umesh’s soft drinks sales.

We’ve blocked his sports and energy by need state – starting with stimulants, flowing into sports, then energy and finally natural energy. We’ve also brought his take-home drinks into this chiller, helping the customer to find the right drink for the right occasion.

OPINION

16

DON’T MISS THE 11 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 FOOD TO GO: How are you offsetting the sales decline during the pandemic?

“WE have brought out evening meals from £5 ranging from pizzas, chips and desserts to burgers and Birds Eye chicken. We also offer them at under £5. To be fair, the only lunchtime food we had before was this, so for us there hasn’t been a major change.”

Sukhdip Khunkhun, Premier Woodcross, Wolverhampton

Pricewatch: See what other retailers are charging for Christmas essentials, and where you could boost profits

ILLICIT: How has the pandemic impacted illegal tobacco sales in your area?

Cut your overheads: Retailer tips on cutting their store’s utility bills

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“THERE is very little we can do about illicit tobacco because there are numerous individuals that sell it in our area.

Since the second lockdown, I suspect it will reduce slightly because people will struggle to get the products over the border to get new supplies.

However, it’s too early to say.”

I suspect it will reduce slightly

Sandeep Bains, Simply Fresh, Faversham

16:22

The best independent retailers stay ahead by reading RN each week.

Do you?

Meten Lakhani, St Mary’s Supermarket (Premier), Southampton

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BREXIT: What preparations are you making ahead of a no-deal?

“IF I had the space, I would stock up on more beer and wine from Europe. A lot of our products are from the EU, so we would need to stock up or stop selling until normal service and pricing resumes, assuming they will be negatively affected.”

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

“THERE is so much for us to do ahead of a no-deal – I’ve got fuel to think about, stock for the shops, food for the cafe and beer, as that’s a big seller for us. I need to get loads of beer kegs and machines as there is a huge demand for them right now.”

Garry Haigh, Keystore Peterhead Motors, Scotland

I need to get loads of beer kegs NEWSTRADE: What magazines have been selling well during the pandemic?

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“ILLICIT tobacco is a really big issue in our area and there are a few shops and an off-licence selling it. Around four weeks ago there was a raid on one of the shops by HMRC just because of how bad the issue had got. It’s so dif�icult to stop it from happening completely.”

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● Boris

Sophie Towers, One Stop Kibble, Burnley

We have brought out evening meals from £5

PLUS

D WS AN FOR NE TITLE ADING THE LE

“WE already have a range of ready meals, including pizzas and enchiladas, and ingredients for customers to make meals with. There isn’t a supermarket within walking distance of us, which offsets the decline because there’s always high demand.”

Children’s magazines are growing steadily

“MAGAZINES are doing well in this second lockdown, as they did last time. Puzzle and women’s weekly titles are selling fast. We also noticed a slight increase in TV guides, which is probably down to more people staying at home.

Children’s magazines are growing steadily, too.”

Aman Uppal, One Stop Mount Nod, Coventry

“THEY’VE been selling well, but perhaps not as strongly as they did when the restrictions were more severe. Having said that, puzzle books, craft, knitting and sewing, and women’s titles are standing out. Hobbies are also performing well – railway modelling and the like.”

Les Gilbert, Chard Newsagent, Somerset

LETTERS

1-14 DECEMBER 2020 betterRetailing.com

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sam coldbeck

Letters may be edited

Wharfedale Premier convenience store, Hull

A taste of multiple success for symbols at Christmas

‘I might have to close my store after this incident’ IN August, a young girl ran out into the road and was sadly killed after being knocked down by a car.

A van parked outside my shop was blamed for creating a blind spot. Fife Council decided to replace the parking outside the shop with bollards and extend the double yellow lines along the road. As a result, footfall into

my shop has halved and I might have to close the store if these measures are permanent. It’s affected other businesses in the area as well. My shop’s been in the area for more than 100 years.

Maq Sardar, Day Today Rana’s Local, Dunfermline Fife Council lead consultant

Phil Clarke responded: “Following the tragic death of a young girl in this area, and after listening to local feedback, we’ve put measures in place to prevent parking in front of the shops on the main street.

“These will be made permanent once design and funding are agreed. Waiting restrictions are also proposed

to discourage parking around the nearby junction of Loch Street and a loading-only bay will be provided there, too. The zig zag markings on the adjacent crossing will be extended to prevent parked vehicles from blocking sight lines to the crossing.

“More on-street parking will be created nearby by moving the existing bus stop.”

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Ribena

RETAIL Express has teamed up with Ribena to give retailers the chance to win £50-worth of stock to celebrate the launch of its new design. The updated bottle will make it the largest soft drinks brand with bottles that are made from 100% recycled plastic, and are 100% recyclable.

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.

Nisa Local High Heath, Walsall

‘We have raised £295 so far’

MY sister and I are selling samosas at two for £1 and donating all the money raised to the Royal British Legion charity as part of the Poppy Appeal. We have been doing this for the last seven years. It’s more important than ever to help the Royal British Legion this year as opposed to any other year because they have not been able to organise as many events or fundraisers due to the pandemic. We have raised £295 so far, but we have also collected donations in tubs which is yet to be counted.

THE retail landscape has changed in the past few years. Tesco’s acquisition of Booker got the ball rolling early, closely followed by other multiples, such as Co-op, Morrisons and Sainsbury’s joining forces with symbol groups, making activity around promotions extremely competitive and bringing product launches to smaller shops in record Each issue, one of seven top time. That has retailers shares advice to taken its toll on make your store magnificent margin, something the multiples can absorb, but which is a challenge for smaller shops.

Independent convenience stores are facing many challenges, especially in the run-up to Christmas.

Throughout Covid-19, local shops have kept their communities going through the toughest times. Stock availability has been patchy, staff attendance has been unpredictable and few have had time to recharge their batteries before the festive season.

Promotions on essential lines such as toilet rolls and washing machine powder have been less consistent as suppliers battle with the reasoning behind promoting lines that are in such high demand anyway. The trouble is, customers in search of promotions and money-saving items will shop around, leading to attractive promotions being snapped up elsewhere.

Our symbol group has done well for us throughout the crisis. It has given us good, punchy deals to help us compete, and we have had a good dialogue with it about our needs.

If you don’t feel like you’re getting that communication with your symbol group at the moment, get in touch with it and ask about its plans for the new year.

If you’re struggling to find the right person to speak to, or haven’t seen a business development manager in a while, contact other retailers in your symbol group and swap ideas – group requests often have more clout than single voices.

We need to accept that this new landscape will see margins tighten on certain popular products as competition for sales hots up. Promotions will bring customers to your store, allowing you to highlight other high-margin sales opportunities while they’re there.

We’ve had a lot of success with food to go, which can see profit margins as high as 70% when paired with coffee machines to drive high-profit sales.

Although symbol groups give retailers strength in numbers, it’s also important to retain independence and identity. For some time, we’ve been making up retro sweet bags, filled with tasty, nostalgic confectionery.

A member of my team makes them and we put personalised stickers on them, like the kinds of bags you’d get in Lush. They’ve been really popular – no one else does them, and they give us a strong margin.

Alongside stocking local bread, eggs, fruit and beer, supporting grassroots sports clubs and fundraising for our local hospice, it helps us keep Wharfedale embedded in the community where it began as an unaffiliated newsagent in 1977 and continues to thrive as a busy convenience store.

Get in touch

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

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RETAIL

IN ACTION

ONE MINUTE CATEGORY MANAGER JTI

The 100% tobacco-free nicotine pouch category is now worth £7.4m a year1, as adult consumers seek new alternatives to vaping and smoking.

RETAIL EXPRESS explores the opportunity

What to stock NORDIC Spirit is the UK’s number-one nicotine pouch2. Available in three flavours – Mint, Bergamot Wildberry and Elderflower – in regular and strong varieties, there is also an extra-strong Mint option.

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MINU

How to CATEGORY M stock JT Nordic Spirit NORDIC Spirit was launched in 2019, with the brand unveiling a new design in 2020 and introducing price-marked pack options. Here are three tips to drive incremental sales.

TOP TIPS Ensure a mint option is always available. Nordic Spirit Mint is currently the bestselling flavour3.

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2

Offer new flavours to gain customer feedback, such as Nordic Spirit Elderflower.

Where to stock it

3

Stock a variety of strengths, including regular 6mg for new customers and extra-strong 12mg Mint for more-established users.

UNLIKE tobacco, nicotine pouches can be displayed responsibly anywhere in store to ensure high visibility and allow adult customers to browse what’s on offer away from the till.

NORDIC SPIRIT’S THREE TOP TIPS

1

Countertop displays are a great way to ensure customer awareness and increase visibility.

2

Offering a range and variety of Nordic Spirit options in store is key as the category continues to evolve.

3

Ask for support – JTI reps are on hand in a range of ways to help make sure the category is a success in your store.

In partnership with

1-14 DECEMBER 2020 betterRetailing.com

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Know the rules KEEPING up to date with legislation and adhering to age restrictions on certain lines is vital to ensuring retailers remain compliant. Brand owner JTI highlights three tips to being a more responsible retailer.

1

UTE

MANAGER

TI

For more information on Nordic Spirit and improving sales, retailers should contact their JTI sales rep or visit jtiadvance.co.uk

1

Use ‘Challenge 25’ to prevent underage sales and ensure tobacco and nicotine products aren’t sold to anyone under the age of 18.

2

Keep a refusal register behind the counter to ensure you are fulfilling your duty to prevent minors from accessing age-restricted products.

3

Note the latest date that someone could be born in order to purchase agerestricted products.

Now shout about it TOPTIPS

1

NORDIC Spirit has gone from strength to strength since hitting shelves just over a year ago. It’s the fastest-growing tobacco-free nicotine pouch brand in the UK over the past 12 months4 and commands a huge 83.4% market share5.

Stock price-marked packs as they help make purchasing decisions easier for shoppers.

2

Stand out from your competitors and remain competitive by selling at the RRP or below*.

3

Display PoS in store so that existing adult smokers and vapers are aware of what you stock.

Who took part MR AMIN Owner of The Centre, London “AS SOON as Nordic Spirit became available in the UK, I made sure I was the first person to stock it in my area.

A lot of shoppers have come back and said how good Nordic Spirit is and have recommended the product to their friends and colleagues at work.

The best way to stock Nordic Spirit is on the counter.”

To see the full range of Retail Express category management spreads and planograms, visit betterRetailing.com/ category-management

Sources:

IRi Market Place, Value Sales, Nicotine Pouch Category, Total UK, Annualised Figure Based on Aug 2020 2 IRi Market Place, Volume Share, Nicotine Pouch Category, Total UK, YTD to 04/10/20, to verify contact us via nordicspirit.co.uk/contact 3 [i] IRi Market Place, Unit Share, Nicotine Pouch Category, Total UK, Aug 2020 4 IRi Market Place, Unit Share, Total Nicotine Pouch Category, Total UK, over the last 12 months to “&’Nicotine Pouches’!BM4&” (based on slope calculation)” 5 IRi Market Place, Volume Share, Nicotine Pouch Category, Total UK, YTD to 04/10/20. * Retailers are free to sell JTI products at whatever price they choose 1

CATEGORY ADVICE EASTER 2021

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SWEET EGGCELLENCE In an uncertain world, the annual Easter boost to confectionery sales is something which stores of all kinds look forward to – and 2021 will be no different, writes TOM GOCKELEN-KOZLOWSKI

EASTER IN UNCERTAIN TIMES ‘‘EASTER is a key sales period for confectionery, and Easter week is the number-one week in the total confectionery calendar, with sales of £190m,” says Mark Walker, sales director at Swizzels.

“So, it’s important for independent retailers to maximise the opportunity by stocking a range of value products from bestselling brands to entice shoppers – whether they are seeking Easter gifts or self-treats.”

Of course, this is 2020 and it is obligatory to discuss Cov-

id-19 and its impact. Confectionery has long flourished in times of financial difficulty as it is seen as an ‘affordable luxury’, but experts warn that such is the uncertainty surrounding the economy in early 2021 that stores would be wise to stock up on budget Easter items and larger, big-value formats to give shoppers more choice.

“There will be more of a spotlight on value due to the decline in financial confidence due to Covid-19 – with a focus on saving money, larger value packs will be important,” says

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Kenton Burchell, trading director at Bestway Wholesale. “In 2020, the country was caught out with Covid-19, but, since then, businesses and shoppers have changed behaviours and will still want to celebrate the occasion even though there may be restrictions.”

Of course, Easter isn’t just about chocolate eggs. A good range of alcohol and snacks can drive sales from customers looking for big nights in, and confirm their local convenience store is the place for all occasions.

Julie Duhra, Jule’s Premier Convenience Store, Telford, West Midlands “AS Easter approaches, our sales are around 60/40 in favour of impulse products compared to gifting. We sell Creme Eggs and Mini Eggs from December, and, actually, we’re waiting for our Cadbury rep to come in and will immediately get the stock out on a promotion end, so I suppose that will be any time now. We start to see sales immediately. After Christmas we focus on larger Easter eggs, but we have to make sure that we also focus on other calendar events such as Valentine’s Day and Mother’s Day. Each event has an importance to different customers, so we have to give each one space.”

NEWTRADE INSIGHT WINE ADVICE

1-14 DECEMBER 2020 betterRetailing.com

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In partnership with

This feature is created by Newtrade Insight. Data is gratefully received from retailers representing 184 independent stores across the UK. Any data from other sources is cited.

WIN WITH THE UK’S FAVOURITE WINES:

CAMPO VIEJO part 1 With 69% of convenience retailers saying their shoppers are buying more wine in their store than they were last year, Look out for the next RETAIL EXPRESS and PERNOD RICARD parts of our UK reveal exclusive insight and team ‘WIN WITH THE up with 10 stores to drive sales UK’S FAVOURITE WINES SERIES’

Part 2 Jacob’s Creek, January Part 3 Brancott Estate, May

CREATE STRONG DISPLAYS WHEN it comes to the PoS that independent retailers say they find most useful in selling wine, shelf-edge labels, window posters, digital adverts and free-standing display units (FSDU) come out on top. If you feel like creating wine displays is a challenge, you’re not alone.

Thirty-nine per cent of retailers say this is one of their biggest challenges.

“Shoppers are likely to buy whatever is at their eyelevel while browsing a shelf, even if they don’t realise it, so we would always recommend having popular, recognisable, premium brands

such as Campo Viejo and Brancott Estate at eye-level on fixture to inspire incremental trade up,” says Lucy Bearman, wine portfolio director at Pernod Ricard UK. “FSDUs and other secondary sites can also inspire shoppers to treat themselves by putting wine in their path when they’re not necessarily looking for it specifically,” says Bearman. “Try putting FSDUs near the tills for lastminute impulse purchases. If legal in your country, retailers should merchandise wine near food that it might be drunk with, like crisps and snacks or ready meals.”

FOCUS ON UPSELLING ONE in five retailers say they do not actively trade up their wine shoppers, indicating a potential missed opportunity for the majority of stores.

The most popular way retailers say they do trade up their shoppers is through deals and offers, with 55% of stores stating this method.

More than a quarter of stores say they trade shoppers up through ‘wine of the month’ or staff recommendations.

“Beers, wines and spirits

is an area where shoppers actually trade up to treat themselves.

“We saw this trend in the recession of 2008 and we’ve already seen it emerging in recent sales data as the trend for premiumisation has accelerated during the recent lockdown with premium1 wines now the largest price segment in the market and growing significantly ahead of the market2,” says Pernod Ricard UK’s Lucy Bearman.

2

Vasanti Jesani, owner of Select Convenience, Atherton, Greater Manchester

Sandra Tickner, owner of Selection Box, Bridgend

“THE trial is going really well. I stocked the red variety of Campo Viejo before, but had never considered the white variant, and sales are starting to pick up. I’m hoping to turn the FSDU into a seasonal display to help with Christmas sales. The trial is helping me learn a lot about the category and I’ve discovered my shoppers are open to trying new products.”

tougher times, and so trusted, familiar brands can offer this reassurance alongside popular countries of origin and varietals,” says Bearman.

Campo Viejo is currently growing at 17.8% in value, while Spanish wine ranks in the top 10 countries within the category.

This growth has been noticed by retailers, with 56% of store owners saying that they always make sure Campo Viejo is on their shelves.

£6.76 – 9.00, Nielsen Premium Price Segment Nielsen Scantrack, latest MAT W/E 05.09.2020

1

Earlier this month, Pernod Ricard UK teamed up with Retail Express publisher’s Newtrade Insight service to work with 10 independent retailers on a trial of their new free-standing display unit (FSDU). Over the next 12 weeks, we will check in to see what effect it is having on their sales. Here’s what three of these retailers report so far:

“I’M considering running the wines on promotion for a couple of weeks to encourage my customers to give them a try. Campo Viejo has always been a popular line in my store, so I’m looking forward to seeing how it performs on the stand.”

COMMUNICATE VALUE EARLIER this year, Campo Viejo, the UK’s number-one red wine, launched a £7.99 price-marked pack to support convenience retailers by helping them to communicate great value compared to supermarkets. The launch has chimed well with store owners, especially as 44% say they will stock more price-marked wines in future.

“We know from the previous recession that shoppers look for value for money during

insight in action

Gabby Kang, Jaspers Convenience Store (Premier), Swadlincote, South Derbyshire

Gabby Kang’s display unit

Vasanti Jesani’s display unit

“THE Campo Viejo is selling well on the £7.99 PMP. We don’t sell much during the week as most of our sales come from the weekend rush. Shoppers are definitely noticing and viewing the display, so I know it’s impactful and the visibility is strong.

We’re looking forward to seeing how sales grow.”

CATEGORY ADVICE EASTER 2021

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FORMATS OF CHOICE AHEAD of Easter 2021, which falls on the weekend of 4 April, one of the most intriguing launches comes from one of the most familiar Easter brands. A new Cadbury Mini Egg format is being launched to accompany the existing bestselling bags.

Susan Nash, trade communications manager at Mondelez International, says: “As well as returning favourites, including treat-size, bags and multipacks, Cadbury Mini Eggs will be adding the Cadbury Mini Eggs tablet to its portfolio in 2021.”

The mixture of novelty and

a much-loved brand is a combination that is seeing wholesalers get fully behind the new tablet format.

“In terms of new products, Bestway is supporting the launch of the new Mini Egg tablet format and new Easter novelties which we know shoppers will love,” says Kenton Burchell.

“The traditional Creme Egg, meanwhile, will remain core to the range as the number-one seller, followed by Mini Eggs.”

Mondelez International is celebrating 50 years of the Creme Egg in 2021 and is run-

ning a ‘Golden Goobilee’ campaign with prizes for consumers to drive interest.

Elsewhere, other new launches for Easter 2021 have moved to capitalise on the latest new flavour trends.

According to Mars Wrigley, the chocolate-orange flavour has grown 20% in the past two years – and they’re responding by launching Maltesers Bunny Orange into convenience stores for this Easter.

If you’ve seen a surge in shoppers looking for orange chocolate in your store, this could be a key line to get in stock for Easter 2021.

1-14 DECEMBER 2020 betterRetailing.com

MORE THAN CHOCOLATE OF COURSE, Easter is about more than chocolate, and with its Easter sales up by 26% in 2020, Swizzels is investing in a range of seasonal formats featuring its key brands, including Love Hearts, Palma Violets and Drumsticks.

Swizzel’s Mark Walker says: “Retailers should make as much space as possible for Easter confectionery. It has never been a more important time to ensure consumers are ‘bumping into’ seasonal products as they may not be going down the confectionery aisle.

“If they can’t see it, they won’t buy it, so it’s cru-

cial to display Easter products prominently.’’

Yet, with much uncertainty about what restrictions will be in place by the spring, perhaps the best piece of advice is to get started early – stocking bestselling impulse products as soon as Christmas is over.

As Nash says: “Timing is particularly important next year as Easter Sunday falls on 4 April, making the season over a week shorter than last year. This means retailers should stock up on Easter products from the get-go to maximise the opportunity.”

INDUSTRY

VIEW

Susan Nash, trade communications manager, Mondelez International

launches & promos

“THE way products are merchandised has a big role to play in getting a quick start to Easter sales, particularly in the early part of the season.

“Fifty-four per cent of Creme Egg purchases and 47% of Mini Egg purchases last year were by shoppers who hadn’t planned to buy the product and had bought it spontaneously in store.

“Set aside time to create a plan for the beginning of the season and order enough stock of the most-loved brands. Build excitement in store by creating a ‘seasonal space’, along with a strong Easter-focused aisle or fixture and use PoS from Easter favourites to highlight products and optimise sales.”

Maltesers Bunny Orange According to Mars Wrigley, its newly launched Maltesers Bunny Orange will hit the perfect blend between chocolate and orange.

Cadbury Mini Eggs Tablet This tablet format is a first for Mini Eggs. The 110g bar has an RRP of £1.49. The new product is being launched with its own dedicated PoS. Drumchick Squashies Chick-shaped pineapple and orange soft sweets sit alongside Swizzels Matlow’s vegan-friendly Spring Selection of Drumsticks, Palma Violets, Love Hearts and more.

Guittard Milk Chocolate Maxi Chips Two Fairtrade-certified varieties include the 31% cocoa Milk Chocolate Maxi and 63% cocoa Extra Dark Chocolate Chips – used by chocolatiers and bakers.

Thorntons Classics A newly-updated boxed chocolate range now includes a series of seasonal products alongside a range of formats that Ferrero says will suit a variety of occasions.

Fruit Mentos Perfetti Van Melle recently launched its festive Mentos Candy Cane variety, but its fruit-flavoured sharing bags will meet demand for sugar confectionery as warmer spring months approach.

HOLY SPIRIT A STRONG range of drinks is something else that shouldn’t be neglected in your store over the Easter period.

“As this year comes to a close and we continue to learn to live with the impact of Covid-19, it’s more important than ever for retailers to prepare accordingly for Easter 2021 and begin planning drinks ranges and displays well in advance, particularly as new data has revealed that take-home alcohol is experiencing growth of 28% year on year,” says Hannah Dawson,

head of category development, off-trade, at Diageo.

According to Dawson, the key thing to remember is Easter will see shoppers looking for something a little more indulgent.

“For many, this time of year represents a chance to treat yourself by indulging in a variety of sweet treats and drinks, and retailers should seek to capitalise on this,” she says. “Growing its share of cream liqueurs this Easter by 2%, Baileys is a perfect choice for dessert lovers eve-

rywhere as it can be enjoyed in a variety of ways – from on its own with ice to poured over ice cream, or even inside an Easter Egg.” Meanwhile, other customers might be looking to make cocktails for a big night in over Easter, and products such as Beefeater gin, Havana Club Rum or Absolut Vodka could be great for shoppers looking to indulge in that way, or through pre-mix readyto-drink options such as Smirnoff Passion Fruit Martini and Gordon’s Pink Martini.

*Source: Confectionery Brands Penetration | TOTAL MARKET | 14-Jun-20 | 52 w/e ® Reg. Trademark of Société des Produits Nestlé S.A. Illustrations for illustrative purposes only.

*Source: Confectionery Brands Penetration | TOTAL MARKET | 14-Jun-20 | 52 w/e ® Reg. Trademark of Société des Produits Nestlé S.A. Illustrations for illustrative purposes only.

CATEGORY ADVICE EASTER 2021

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1-14 DECEMBER 2020 betterRetailing.com

PLANNING FOR THE UNEXPECTED FOR many retailers, now is the time they’d traditionally be making their orders for Easter. However, how can you do that with so much uncertainty? Easter 2020 landed in the height of lockdown, and that meant many stores had leftover stock.

“Our advice would be to monitor what happens in the next few weeks and build a good stock of self-eat, novelty and mini eggs,” says Bestway’s Burchell. “Even if full

lockdown is not in play, consumers are looking for value as confidence in the economy is weak. Focus on loved brands and core bestsellers as shoppers look for comfort in familiarity.”

In terms of formats, meanwhile, Burchell suggests sharing bags of mini eggs are likely to to continue being strong performers, as well as selfeat sizes and tablet formats for sharing.

Jacqui Dales, from London

top tips

Road Bakery (Spar) in Boston, Lincolnshire, was one retailer hit by a drop in Easter egg sales last year, and she’s taking a cautious approach to her ordering for 2021.

“We’re ordering less than we usually would, and will top up at the wholesaler nearer the time if it looks like we need more,” she told Retail Express recently.

“I think we will be having to decide things on a weekly basis.”

Key lessons for your store Reduce risk With uncertainty remaining, avoid ordering too much in advance, and instead monitor sales and use wholesalers and cash and carries nearer the time to top up where necessary.

Format is foremost Stock a range of different formats, such as snack-size and tablets, as well as different price points to hit the needs of as many different customers as possible.

Don’t neglect the new launches Despite the uncertainty, many shoppers will be looking for the new lines they’re seeing advertised, so make sure you get some in stock. Ask your customers nearer Easter what it is they’re looking forward to trying.

NEW SOLUTIONS A KEY message for Easter 2021, then, is it’s almost impossible to know how it’ll look as the news agenda changes by the day. Will we be in lockdown, as in 2020? Will a vaccine have returned us to normality, so the trials of this year are a thing of the past? Or, as seems most likely, will the reality be somewhere in between?

As much as it’s difficult now to predict exactly how much customer demand there will be, there are ways you can

prepare your store and start to get some alternatives in place.

Last year, for instance, Dales set up an Easter Bunny delivery service. Noticing that just because customers were stuck in doors didn’t mean they weren’t looking for Easter treats, she organised for eggs and other Easter products to be dropped off at shoppers’ homes.

Delivery is becoming an increasingly important part of retail for many independent stores, and adding a range of

premium Easter chocolates, eggs and gift ideas to your delivery offer could be one way to make sure you capitalise on Easter 2021.

Hampers are another area that many retailers are exploring, and Easter could be a great time to take advantage of this, creating special hampers for the occasion that shoppers could use as gifts for loved ones, or a treat for themselves. Dales, for instance, did an isolation hamper in the last

lockdown, giving customers a selection of treats to enjoy while isolating at home.

Could you adapt this idea to Easter 2021, giving customers everything they need to celebrate the long weekend in, perhaps adding premium spirits such as Baileys Chocolat Luxe or Bailey’s Scrumptious Salted Caramel alongside the usual chocolate confectionery?

More than chocolate Other forms of confectionery also see sales uplift over Easter, and companies such as Swizzels will be releasing seasonal lines.

New solutions From hampers to delivery, there will be a number of ways you can still capitalise whatever the situation in 2021, but start planning now.

the stat

£190m

The value of confectionery sales that take place during Easter week

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Chaz Chahal, Simply Fresh The Forge Shop, Inkberrow, Worcester “WE order Easter confectionery stock five or six months out and it’s a real challenge because six months ago we would’ve never known we would be in a second lockdown, so who knows where we will be. Our customer mix has changed for confectionery, but our sales have stayed the same – any increase from people treating themselves only makes up for the people not coming in on their way to work. Because things are uncertain, we will invest in the biggest brands, but premium has been a big trend, so we will also continue to focus on brands such as Ferrero and Lindt.”

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RETAIL

IN ACTION

BRAND SPOTLIGHT

FOCUS ON:

VYPE For customers looking to either make the switch from traditional cigarettes or between vaping brands, confidence in the safety of their chosen device is essential. RETAIL EXPRESS finds out why those considerations are a central part of how Vype designs its products

What is Vype?

Why stock it?

BAT UK was the first tobacco manufacturer to launch a vaping product in the UK in 2013. Since then, it has invested more than £3.2bn in its range of alternative, smoke-free nicotine products. This investment and expertise means BAT UK is able to offer UK consumers a variety of alternatives that have been developed and tested to suit their needs.

The manufacturer wants to work with retailers to make sure smokers know that its award-winning alternatives may be just what they’re looking for.

With this in mind, BAT UK has been working hard to launch a range of new vaping starter kits and e-liquid flavours for its Vype brand – the number-one closed-system vaping brand in traditional retail1 and Product of the Year winner in 2019 and 20202.

NEXT-GEN nicotine is ever evolving, so retailers can expect a lot of innovation coming to the market. This will be in the form of devices as the technology gets faster and more efficient, and the devices get smaller and more powerful.

At the same time, due to Covid-19 people have increased their shopping in convenience stores as they don’t want to travel further than they need to. They are also more reluctant to visit bigger stores.

These are big changes in the sector. For BAT UK, this signals a great opportunity to continuously invest in building strong relationships with retailers and increase its range to accommodate consumer needs.

There are 77,000 Vype consumers out in the market every day3. They shop everywhere – and that’s a great opportunity for any retailer to increase footfall and sales by stocking the right solution in store with Vype’s products, the ePen 3 and ePod. BAT UK’s ethos is to continue to innovate and develop world-class, safe devices and e-liquids for its consumers.

Must-stocks Vype ePen 3 Crisp Mint

1

Vype ePod Chilled Mint

2

Vype ePod Black Starter Kit

3

1-14 DECEMBER 2020 betterRetailing.com

In partnership with

In action

Invest in the future: Adult smokers are set to continue switching to vaping in the coming months.

Retailers must monitor trends in their area, ensuring they are stocking a consolidated range that meets the demands of adult smokers.

Take a category approach: Bring your vaping product range together in a great display solution, such as the Vype gantry. For a seamless consumer experience, group products together by brand and category.

RETAILER

Stats Vype ePod is the

fastest-growing product in the market3

Vype is the

#1

closed system in the UK3

Use educational resources: Visit vapermarket. co.uk, where you can find tools to train your staff.

Retailers should also speak to their BAT UK sales representative, who can provide up-to-date advice and information on the category and trends.

Naveed Habib, Arden Food Store, Thornliebank, Glasgow

“I WORK with BAT UK and the support they have offered is second to none. They have been brilliant in helping me put together my range and are always on hand to support my store.

“I would recommend other retailers check out BAT’s solutions and invest – if you have the space – in a floor display, as this is the best way to get customers to engage with the products.

“If your customers, like mine, are price conscious, vaping will have a natural appeal because in the longer term it works out cheaper. As a result, we have had massive success with the Vype ePen3 and ePod.”

Vype ePod won

Product of the Year 20204

Nielsen Scantrack, weekly sales of packs, w.e 21.3.20 Product of the Year – Vype ePod 2020; Vype ePen 3 2019 3 Nielsen Scantrack, October 2020 4 Winner e-cigarette category. Survey of 10,601 people by Kantar.

1 2

For those you would like to find out more information on Vype, please visit the Vape Quality Matters Hub at vapermarket.co.uk

27

ADVERTORIAL GROW YOUR SALES

28

In partnership with

FESTIVE ALCOHOL OPPORTUNITIES Christmas is fast approaching and despite the uncertain times ahead, alcohol will be a key category to focus on as always. PERNOD RICARD UK highlights the key trends and premium alcohol lines retailers should be stocking

MERCHANDISING EFFECTIVELY

WHAT AREAS SHOULD I FOCUS ON?

RETAILERS should offer products at a range of prices to meet demand and space should be allocated to key categories that are in growth. Retailers should make sure they are displaying a clear core range, as well as flavoured varieties – particularly as flavoured gin is the number-one contributor to impulse sales7.

Price-marked packs are a key driver of sales in convenience stores, especially as value becomes more prominent, and retailers should consider Pernod Ricard UK’s recent launches in this area, such as Beefeater London Dry and its flavour range, as well as Campo Viejo Rioja Tempranillo.

CONSUMER behaviour is changing under lockdown restrictions and they are increasingly turning to trusted brands and treating themselves to affordable luxuries. Pernod Ricard UK has an extensive gin range and has consistently performed ahead of the category. By knowing the key areas to focus on, retailers have the opportunity to stand out and become a one-stop shop.

According to Pernod Ricard UK, Beefeater is growing in value sales by 63.6%, while Plymouth is growing by 19.9% in value1. Meanwhile, vodka is the second-biggest contributor in the spirits category after flavoured gin. Absolut holds a market share value of 56%2. Irish whiskey is the second-fastest-growing category behind gin, with Jameson the UK’s number-one Irish whiskey brand, growing in value by 25.1% – three time faster than the whiskey category as a whole3.

WHAT’S THE SEASONAL OPPORTUNITY?

SUPPLIER

VIEW

THIS Christmas, more than one-fifth of shoppers will be making cocktails at home4 as they’ve become accustomed to experimenting during virtual cocktail hours. During the first lockdown, the UK’s favourite at-home cocktails included piña colada, which helped Malibu achieve a value growth of 86%5, and espresso martinis, which had shoppers adding Absolut, Kahlua and filter coffee to their baskets6.

To encourage impulse sales, retailers should site cocktail ingredients near to any in-store spirits offering to take advantage of the festive at-home cocktail opportunity.

Gin, vodka, whiskey and wine are the predicted big categories this Christmas

12.5%

off-trade value growth as the wine momentum continues to build8

Chris Shead, off-trade channel director, Pernod Ricard UK

No.1

“LOCKDOWN restrictions have altered consumer shopping habits, and one of the biggest changes in wine and spirits has been the shift in consumer spend to the convenience market. The trend to shop locally continues to drive impulse, which provides an opportunity in the run-up to Christmas to become a destination for key festive categories, such as gin, vodka, whiskey and wine.

“We’re working with field sales agency McCurrah to support retailers to act fast to retain the new shoppers they’ve acquired and ensure the right products are available based on emerging consumer trends.”

Pernod Ricard UK claims the top red wine and numbertwo white wine with Campo Viejo and Brancott Estate, respectively9

To request Christmas PoS, including counter mats, shelf-edge barkers and countertop cards for Absolut, Jameson and Beefeater Blood Orange, email emma.thurlow@pernod-ricard.com

AC Nielsen MAT to 05.09.20 2AC Nielsen MAT to 05.09.20 3AC Nielsen MAT to 05.09.20 4PRUK Toluna Survey 5AC Nielsen MAT to 13.06.20 6Retailer A Basket Data 7 Nielsen Scantrack, Total Impulse value sales MAT to 21.03.20 8AC Nielsen MAT to 05.09.20 9AC Nielsen MAT to 05.09.20 1

CATEGORY ADVICE SPIRITS

1-14 DECEMBER 2020 betterRetailing.com

29

’TIS THE SEASON DARYL WORTHINGTON finds out how to maximise spirits sales this winter

THE MOST WONDERFUL TIME OF THE YEAR THE big night out has been replaced by the big night in for most of 2020, and with strict measures still in place, chances are that will continue over Christmas and the New Year.

Two factors in particular have pushed shoppers into convenience stores for their alcohol.

First, the broader trend to shopping locally that accompanied the arrival of Covid-19, and second, the closing of pubs, bars and restaurants.

All this means it’s more important than ever to focus on your range of spirits – making sure you have the right products in to meet customer needs, and merchandising them in a way that will give you the best chance of driving sales.

“Christmas has always

been a key time for retailers as it provides an opportunity to drive alcohol sales by tapping into celebration occasions and gifting moments,” says Hannah Dawson, off-trade head of category development at Diageo.

“However, this festive season, retailers may want to consider the shifts in consumer behaviour in light of government restrictions that are in place. For example, lockdown has resulted in people visiting stores 22% less often, but basket size has increased by 45% – to £23 from £16 per trip.

“Therefore, this Christmas, it is important for retailers to effectively engage with their customers when they are in store through their drinks range.”

SUPPLIER

VIEW

Hannah Dawson, off-trade head of category development, Diageo “WE know that the ready-to-drink (RTD) category has allowed retailers to tap into customers’ preference towards high-quality and convenient drinks, and this is likely to continue into 2021.

“Therefore, we recommend stocking a good range of RTDs to tap into the convenience trend. We also recommend retailers ensure their range of RTDs are kept chilled, ready for immediate consumption.

“The RTD category can unlock further opportunities to drive sales beyond the convenience trend. Recent data has demonstrated that 35% of total pre-mix growth comes from multipacks.

“We also know that customers have been visiting stores 22% less often than usual, but basket size has increased by 45% – to £23 from £16 per trip. Therefore, maintaining a range of RTD multipacks can encourage customers to increase basket spend in store.”

CATEGORY ADVICE SPIRITS

30

OFFER BIG BRANDS AND SPECIALITY LINES ALTHOUGH there are a number of big brand names in spirits your customers will instantly recognise, such as Beefeater Gin, Smirnoff Vodka or Captain Morgan Spiced Rum, which are vital at signposting the category in your store, many retailers have also noticed the benefit of adding in

something a little different or more unusual.

“You can never go wrong with the main brands, such as Gordon’s,” says Atul Sodha, from Londis Perevills in Uxbridge, Greater London. “However, I also have more obscure brands, such as Horse Guards gin, which has been selling re-

ally well. I try to cater for the masses by keeping the main brands, but I also want to give some spice with the more obscure ones, too.”

More unusual names could be particularly popular for gifting ideas in the run-up to Christmas, allowing shoppers to give something a lit-

1-14 DECEMBER 2020 betterRetailing.com

RETAILER

PANEL

tle more unique. However, offering unique lines might well lead to your customers having questions.

Consider teaming up with local suppliers, and ask them if they could supply taste notes, or at least give you a run-down on the new lines you’re adding to your range.

How I changed my spirits range in 2020

Atul Sodha, Londis Perevills, Uxbridge “WE expanded the breadth of our spirits range considerably. We’re now doing a lot more mixers for cocktails, and sours as well. You have to cater to your customers’ needs. For instance, we got Tequila Rose in – I never thought that would sell, but we’re getting through bottles and bottles of it.”

Serge Khunkhun, One Stop Woodcross, Bilston, Wolverhampton “THE most successful change for us this year has been adding a new flavour to our vodka lines. We’ve added AU Vodka’s Blue Raspberry flavour, and it’s been hugely popular. We’ve sold much more than we ever thought we would.”

Raaj Chandarana, Tara’s Londis, High Wycombe, Buckinghamshire “WE increased our range of shooters quite significantly.

We’d seen a big increase in demand for tequila and sambuca. We also noticed that those shopping for Antica wanted new flavours and premium options, such as Jose Cuervo, so we’re stocking those.”

what to stock Ideas to stock this Christmas Kahlua Paired up with Absolut Vodka and filter coffee, this will give your shoppers everything they need to make an espresso martini.

Beefeater Blood Orange Flavoured gin remains the big trend in spirits, making products like this a must-trial in store.

Malibu With at-home cocktails on the rise, Malibu is a popular choice for customers looking to for a DIY piña colada.

Johnnie Walker “Every Christmas, malts and whiskies prove popular as they make great gifts for family and friends,” says Diageo’s Hannah Dawson.

Dead Man’s Fingers Mango Spiced Rum This latest addition to the Dead Man’s Fingers brand is aimed at experimental rum drinkers.

Baileys A number of retailers have told Retail Express that Baileys is a popular gifting option in their stores in the run-up to Christmas.

Tia Maria A sweet liqueur with a strong coffee character, Tia Maria is another product retailers say is popular at Christmas.

THE CHRISTMAS SPIRIT KEY in the run-up to Christmas is making sure your spirits range has a good selection of gift options, especially this year, as customers look to shop local if they can.

“Every Christmas, malts and whiskies prove popular as they make great gifts for family and friends – malts have a strong presence in the scotch whisky category, making up 17.2% in total value share,” says Diageo’s Hannah Dawson.

“Therefore, retailers would

benefit from stocking whiskies at various prices to appeal to all customers and budgets. As well as including a good range of whiskies as part of your offering, it is also important to clearly price-mark products and effectively merchandise them to help customers navigate the store more easily. By clear signposting and placing premium products on the top shelves, retailers can direct customers effectively to their chosen brand, price point or

blend, as well as provide customers with opportunities to trade up when buying gifts for loved ones.”

Of course, every store sees different shopper trends in the run-up to Christmas.

“Baileys always goes well at Christmas,” says Serge Khunkhun, from One Stop Woodcross in Bileston, Wolverhampton.

“We get asked for Advocaat around Christmas, it’s the only time of year we do. Other liqueurs such as Tia Maria,

the funky stuff, also does well over Christmas.

“Gin is still a top seller – you have so many shapes, sizes, colours of bottles, it is great for gifts. Gin is ‘the’ drink at the moment, and I don’t think that will change in run-up to Christmas.”

Sodha echoes this, pointing out the different variations of Baileys are all consistently popular in his store over Christmas, while Tia Maria is another popular festive choice.

CATEGORY ADVICE SPIRITS

32

COCKTAILS AT HOME WITH more shoppers than ever before celebrating the big occasions at home, homemade cocktails are likely to grow in importance, and also represent a great opportunity to up basket spend by crossmerchandising products.

“Cocktails at home is a trend that has been growing steadily in recent years and has accelerated as a result of the pandemic,” says Mast-Jaegermeister UK category and brand manager Giles Mountford.

“Looking ahead, consum-

ers are likely to continue experimenting with cocktails at home and having nights in, so this is a great opportunity for retailers to stock key spirits and ingredients that can be used in cocktails.”

Mountford points out that as well as being a popular shot, Jägermeister is also an ingredient in cocktails such as a Jägermeister Mule (the spirit mixed with ginger beer, a squeeze of lime and a cucumber slice).

According to Pernod Ricard, more than one-fifth of shop-

pers will be making cocktails at home, with piña colada and espresso martini among the nation’s favourites.

With that in mind, site cocktail ingredients close to in-store spirit offerings. For instance, placing Kahlua and filter coffee next to Absolut vodka will give shoppers everything they need to make an espresso martini.

Or, siting Malibu next to coconut milk and pineapple juice will give shoppers everything they need to make their own piña colada.

top tips Three lessons for your store Get in on gin More retailers are reporting that the gin boom has hit their stores, and flavoured varieties are getting more popular. Are these lines in your range?

THE BIG OPPORTUNITY THE gin opportunity has long been touted as a pivotal trend in alcohol, and new research from Newtrade Insight in partnership with Pernod Ricard UK shows just how substantial that opportunity is.

A whopping 75% of retailers say that gin is a category that’s in growth in their store, while

82% say that flavoured gin is the most popular type. Just as importantly, 72% say Christmas is one of the biggest opportunities for selling gin, and 60% agree or strongly agree that customers are spending more on gin this year.

So, how can you make sure you’re tapping into this po-

tential? The starting point is making sure you have the most recognised names in, to draw customer attention to the category, such as Beefeater and Plymouth Gin. If you’re yet to stock flavoured gins, again, products from the big brands, such as Beefeater Blood Orange

WIN THE FESTIVE SEASON W I T H B I G B R A N D FAV O U R I T E S

1 2

3

Nielsen Diageo TBA Gifting Opportunity Oct 2017 For the past eight years in a poll by Drinks International “The World’s 50 Best Bars” IWSR, 2019

or Beefeater Pink Strawberry gin, are a good starting point. Then, of course, speak to your customers and get feedback on the other weird and wonderful flavours of gin they’re looking to try.

Getting this feedback will reduce the risk when you stock new lines.

Big vs small The big brands are vital for highlighting the spirits category in your store, but if your customers are a little more adventurous, look for local suppliers and more niche lines to spice things up.

Cocktails Lockdown means more shoppers are interested in DIY cocktails. Cross-merchandising ingredients for popular choices, such as espresso martini, can help grow basket spend.

W O R L D ’S #1 S COTC H W H I S K Y BRAND 3

1 IN 4 SPIRITS ARE BOUGHT AS GIFTS 1

1-14 DECEMBER 2020 betterRetailing.com

33 23

THE BIG NUMBERS IN GIN From research by Newtrade Insight and Pernod Ricard UK

72%

82%

60%

54%

of retailers say Christmas is one of the biggest opportunities in the year for selling gin

of retailers say flavoured gin is the most popular type of gin in their store

of retailers agree or strongly agree that customers are spending more on gin this year

of retailers review their gin range more often than every six months

COMMUNICATING VALUE THE recession has meant that many shoppers will be watching their outgoings, but that doesn’t mean they won’t still be looking for treats, or an opportunity to relax with friends.

With that in mind, it’s important not to neglect the importance of communicating value in your spirits range, and one tried-and-tested way to do this is price-marked packs, as

they reassure shoppers that they’re not being overcharged.

Earlier this year, Pernod Ricard launched price-marked versions of a number of its products, including Campo Viejo Rioja Tempranillo, Beefeater Original London Dry, Pink Strawberry and Blood Orange. If price-marked packs tend to perform strongly elsewhere in your store, then having these in stock could be a

N O. 1 G I N A S V OT E D BY BARTENDERS

great way to drive additional sales and communicate to your customers that your store is offering value.

Meanwhile, Diageo’s Dawson stresses the benefits of shouting about your range online, especially as customers continue to limit the amount of shopping trips they make. Engaging with your customers digitally can help showcase the range you have and drive footfall.

“Retailers that allow customers to browse products online, or receive promotions on their mobile encouraging them to spend in store, will reap the benefits of doing so,” she explains.

“Retailers can also inspire customers to create serves at home by posting high-quality images of cocktails on social media which include ingredients available in store.”

WHISKY & GIN ACCO U N T FOR 60% OF SPIRITS GIFTS 11

22

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IN THE DECEMBER ISSUE OF VAPE RETAILER

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9 DECEMB

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• Planning for 2021: The categories in vaping that are set to make

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• How to cash in on nicotine-free: Top nicotine-free products from

leading brands, including a breakdown on the shoppers this small but important category is targeting 39.5% of independent news and convenience retailers believe the importance of the vape category is set to increase over the next six months*. Stay ahead with Vape Retailer *Newtrade Media research in association with KAM Media, June 2020. Survey of 295 retailers representing 500 independent convenience stores

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RETAIL

IN ACTION

BRAND SPOTLIGHT

In partnership with

1-14 DECEMBER 2020 betterRetailing.com

What is Guinness?

GUINNESS has a 200-year history of innovation and every bottle adheres to the standards set at St James’ Gate in Dublin. Over the years, Diageo, the manufacturer of Guinness, has launched a range of products in line with consumer preferences to help retailers drive sales and meet demand, such as Hop House 13, Guinness Foreign Extra Stout and innovative craft brews from The Guinness Open Gate Brewery.

FOCUS ON:

Why stock it?

GUINNESS Diageo’s Guinness is famous for its Irish origins and unique taste, and Guinness Can sales have grown by 31.6% in the past 12 weeks*. RETAIL EXPRESS finds out where the opportunities are

In action

ACROSS the Guinness range, Diageo has invested in the development of innovative beers, various formats and pack sizes in line with consumer trends to enable convenience retailers to make the most of the sales opportunity in stocking recognisable brands. Guinness Draught offers a wealth of choice, including pricemarked packs, allowing retailers to stock a range that works for their customers. With the increase of mindful consumption, Hop House 13 is now available in a 330ml format in line with shoppers consuming better, not more.

Must-stocks Guinness Draught 440ml –

1

Hop House 13, 12x330ml Bottle – RRP £11-£13

2

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3

RRP £3.50 -£4.50

Right place, right brand: It’s important to merchandise brand leaders and well-known brands, such as Guinness, in the centre of your alcohol section to help shoppers navigate the aisle with clear brand signposts.

Simple layout: Mainstream beer will typically be more visibile on shelf with craft beer having its own section. Place alongside each other to encourage exploration, using well-known brands to show your offering.

Clear pricing: Ensure the price point of each product is clearly marked using signage or shelf-edge labels as consumers are less likely to purchase a product if they are unsure of the cost.

*Nielsen Off Trade Sales 31.10.20

Sandra Tickner, Selection Box, Bridgend “ALCOHOL sold exceptionally well in the first lockdown, but this wasn’t the case during the two-week lockdown in Wales. Guinness sales are steady, and we have two regular customers who buy what we stock – it’s an important part of our core alcohol range. Being in a housing estate, we don’t get passing trade and rely on the local area to buy from us, so it’s been difficult driving sales in this area, but we focus on stocking lines our customers want.”

For those who would like to find out more information on Guinness, please visit Diageo’s website at diageo.com

35

36

CATEGORY ADVICE PANCAKE DAY

1-14 DECEMBER 2020 betterRetailing.com

OUT OF THE FRYING PAN, INTO THE TILL Pancake Day is a great opportunity to drive sales. TAMARA BIRCH speaks to retailers about how they prepare for the occasion

INVEST IN PANCAKE DAY THIS YEAR has been like no other, and 2021 looks to follow suit. As a result, shoppers are more likely to continue creating special moments at home and Pancake Day offers a great excuse for something different mid-week. Occurring 16 February, there’s plenty of opportunities to get creative and drive spend.

This year, Pancake Day is just two days after Valentine’s Day, so why not double-up your displays and encourage cross-category purchases?

If couples are unable to go out and meet, then they will likely create dates virtually or simply celebrate at home. Use signage or recipe cards on any displays offering alternative

meal ideas to drive spend.

Lotus Bakeries UK category & marketing manager Frances Booth says retailers should focus on making sure in-store displays look the part, including offering a selection of toppings. “Customers are becoming more creative with their toppings, therefore including other decorative toppings alongside your spreads will encourage consumers to think outside the box.

“With that in mind, an attractive display that combines all the necessary tools, ingredients and toppings in one place will help create an easy shopping experience,” Booth says.

According to Michael Rath-

eram, customer engagement manager at wholesaler Epicurium, healthier brands will be a must-stock product this year. “Shoppers are keener than ever to hunt out brands that will meet their overall well-being and lifestyle, such as Pip & Nut,” he says. “Ideal for Pancake Day, this range of natural peanut and almond butters contain no palm oil or unnecessary ingredients.”

Ratheram says 40% of customers expect to pay more for brands that meet their lifestyle. “Providing such a range can not only open up retailers to a new audience, but, with high higher margins, they can also provide a boost to overall profits.”

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05/11/2020 12:45

CATEGORY ADVICE PANCAKE DAY

38

Date to remember

16 Feb Shrove Tuesday

WORK WITH SUPPLIERS GETTING advice from suppliers can not only help with merchandising, but some will be able to help with instore theatre to capture your customers’ attention. Jey Sivapalan, of 1 Stop Convenience (Go Local) in Derby, for example, reached out to his Ferrero sales rep to build a Nutella display. “Last year, we had a promotional bay advertising Nutella and the display helped to upsell the category,” he says.

Sivapalan usually advertises Pancake Day just a few days before, but after receiving the promotional stand he decided it was a better sales opportunity to start up to three weeks prior. “In addition to Nutella, we’ll add other pancake ingredients on there

to help make the shopping experience more efficient.”

Visibility also increased for Sivapalan, which helped to drive sales, and he says this is most important to make the category a success. “Shoppers will forget ingredients all the time, but if you have a strong display – whether it’s from suppliers or you’ve built your own – you help customers shop the fixture and get what they need,” he adds.

Reach out to suppliers to find out if they have a display or unit available that will help to increase visibility and is specifically designed for the season. Alternatively, talk to reps when they visit your store as they’ll be able to suggest something for the space you have available.

1-14 DECEMBER 2020 betterRetailing.com

DEDICATE SPACE AND RUN PROMOTIONS FOR Meten Lakhani, owner of St Mary’s Supermarket (Premier) in Southampton, Pancake Day is one of his biggest events of the year. “Five years ago, we didn’t participate in Pancake Day at all, but it’s growing for us year on year and is quite profitable.

We expect this year to be our biggest yet, with more shoppers staying at home,” he says.

Lakhani dedicates a fivemetre promotional bay to the season, making sure to include products that shoppers often forget. “We’ll have a shelf dedicated to eggs, but

also include a section for pancake mix and lemon juice. In the day or two before, eggs and flour will sell out.”

Promotions are a simple way to drive spend and ensure customers are picking up more – and are vital to Lakhani’s success. “Our promotions change every year and depends on the stock we’re able to source, but we’ll often run a link promotion across different ingredients,” he says.

Lotus Bakeries’ Frances Booth agrees and says promotions help to create excite-

ment. “Promoting Pancake Day recipe ideas via social media, email marketing and in-store displays can help build excitement. Some customers might not realise just how versatile some products are, so it’s always good to reflect this in communication and inspire customers,” Booth says.

Lakhani warns, though, that retailers must get the price right or risk losing out on sales. “Value is important across categories, especially this year, so you have to be good with your prices.”

RETAILER

VIEW

Bart Dalla-Murra, Tysoe Village Stores, Warwickshire “WE’LL build a dedicated in-store display for Pancake Day, making sure to include key ingredients, like eggs.

We’ll also put recipe cards on the display if we have one to inspire our customers and encourage them to be creative. In the past, we even stocked frying pans.

Customers often forget lemons, lemon juice, brown sugar and flour, so make sure you have plenty in stock to cater for last-minute purchases. Nutella is a great purchase for Pancake Day and we’ll start stocking additional pancake ingredients about 10 days before as we have more last-minute planners than those shopping in advance.”

#retailtogether

NEXT SESSION

Thursday 3 December 4.30pm

We know that it’s been one of the most challenging years in independent retail with the way you need to run your stores having changed almost overnight. We also know that with the lack of physical events taking place, there’s less of a chance to connect with like-minded retailers.

That’s why we started #retailtogether, an informal digital networking event to help independent retailers share experiences, discuss issues and ideas, and see a few friendly faces.

Join us every other Thursday at 4.30pm

For more information, contact Samantha Gunston 020 7689 0500 / @samanthagunston

CATEGORY ADVICE PANCAKE DAY

40

COMMUNICATE YOUR OFFERING THREE tips for Pancake Day Build an attractive display Impactful displays are easily noticeable when customers enter the store, as well as enabling them to purchase the products they need in one place. Once completed, post on social media and include product information and any promotions you have on.

WITH technology as advanced as it is, it’s never been easier to communicate new products and offerings to customers.

But for Trudy Davies, of Woosnam & Davies in Llanidloes, Powys, leaflet drops are still the most effective way of spreading the word about Pancake Day. “A lot of our customers are elderly and don’t use social media, so as the day approaches, we’ll do a leaflet drop advertising the products we have, like our locallysourced honey,” she says.

Davies also uses her community notice board to advertise

Offer variety It’s important to offer plenty of variety, including traditional choices and lines that shoppers might not necessarily think of. This will help encourage customers to explore the range, as well as try something new if they’re looking to go all out.

Maintain availability Make sure to be stocked up on the essentials, as well as having enough stock to meet demand. Plan in advance and take note of the products you’ll need more of and check with your wholesaler if they’re able to provide you with what you need. Alternatively, contact local suppliers about essential products, such as eggs.

the products on offer, too.

While traditional ways of advertising are just as effective, it’s important not to downplay the importance of social media and engaging with your customers. Sivapalan, for example, uses social media to inform his shoppers when he’s received his Pancake Day stock. “Facebook helps us to reach shoppers quickly and allows them to browse virtually the stock we have,” he says. Remember to shout about any new stock you have related to the occasion, as well as any in-store theatre you create.

SUPPLIER

VIEW

Levi Boorer, customer development director, Ferrero UK “FAMILIES have bonded with each other by baking more during 2020, with many shoppers looking to local stores rather than the big multiples when looking to pick up baking essentials such as flour, eggs and toppings. With so much uncertainty around 2021, the popularity of home baking is set to carry into Pancake Day 2021 as it keeps people busy and brings families together.

“Nutella saw huge success during Pancake Day 2020, with more than 220,000 new shoppers to the brand, cementing its place as the number-one spread for the event. Shoppers are always looking for inspiration, so make sure to create space in store to make the most of the opportunity. Why not stock all your pancake essentials together alongside Nutella and a colourful selection of fruits?”

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1-14 DECEMBER 2020 betterRetailing.com

‘WE HAVE TO THINK LIKE THE MULTIPLES’ Three retailers explain to the THE RETAIL EXPRESS TEAM how they’re making their stores more accessible for more people

THE PROBLEM Being a store means being accessible to everyone, whether their disabilities are visible or invisible. But what can you do in a local shop to make it more usable for more customers, and ensure you’re not leaving anyone out?

1

Sophie Towers, One Stop Kibble, Lancashire

“WHEN we had a re�it �ive years ago, the most important thing for us was ensuring there was space for customers who had a pram, wheelchair or walking aid. We also wanted to ensure there was space for someone else to be in the same aisle with them. Outside we have a drop ramp so people can get into the store from the carpark.

“We now have a traf�ic-light system in place due to Covid. The biggest bugbear I have is when retailers put these massive seasonal displays in a small store and make it dif�icult for people to walk around. It is vital for a shop �loor to be clear and not have piles of stock everywhere, as elderly people or those with a sensory processing disorder can’t always recognise things on the ground. If we want to compete with multiples, we have to think like them. I don’t go into Tesco and �ind myself unable to walk down a section of an aisle.”

2

Amish Shingadia, Londis Caterways, Sussex

“WE have made sure that there are disabled bays with a disability ramp available for customers in the carpark outside our shop. This was introduced a couple of years ago and took a lot of work from our part to raise awareness and encourage the council to contribute the funds.

“Our staff are well trained to deal with how to look after people with various conditions. When we designed the shop, we made sure that there was space for wheelchairs throughout the store and there is also access to a hearing loop.

“Due to Covid, we have introduced a traf�ic-light system so there are not too many people in the store and we are currently waiting to receive headsets, so the staff can communicate better inside the shop. Good communication with staff members and with customers is the best way to know if anyone is struggling to navigate around the store and needs help.”

3

Simon Dixon, Premier Lower Darwen, Lancashire

“UNFORTUNATELY there are two steps to get into the shop, but the council haven’t been able to provide a ramp. I even designed something a few years ago to come up with a solution, but the council were not happy with it.

“We do what we can to improve accessibility in store and have a handrail that goes around the outside of the shop. Our staff are very good at helping customers and know what their needs are as many of them are locals. They help customers into and out of the store, and often go out of their way by dropping off shopping on their way home.

“During our last re�it in 2017, we had an electric door �itted to provide easier access for the elderly and people with disabilities. I think retailers are doing the best they can when it comes to helping improve accessibility, but sometimes plans can be thwarted by councils getting in the way.”

Facing a challenge? We’ve teamed up with the betterRetailing.com Support Hub and the IAA to provide a helpline for the answers you need. Call 020 7689 0500, email iaa@newtrade.co.uk or visit betterRetailing.com/coronavirus