Retail Express – 24 September 2019 by BetterRetailing

ALDI EXPANSION PLANS REVEALED Retailers share how to compete with discounters P3

24 SEPTEMBER-7 OCTOBER 2019 STRICTLY FOR TRADE USERS ONLY

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RETAIL CRIME ‘EPIDEMIC’

‘THE HIGH STREET IS STILL ALIVE’

Retailers claim recent changes to Walkers loyalty scheme have cut credit stores receive

Co-op-commissioned report reveals ‘sevenyear high’ in violent incidents in shops

Umang Shah explains why magazines, greetings cards and stationery are still key

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RETAIL EXCELLENCE REVEALED

See the best stores in 12 key areas P14-15 Y IEVERS ACADEM INDEPENDENT ACH

UNCED SHORTLIST ANNO ce delivering excellen that are consistently each category will the 53 local shops four finalists for Congratulations to es below. From these, 9 October in the 12 IAA disciplin ced at the Local Shop Summit on be announ

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24 SEPTEMBER-7 OCTOBER 2019 STRICTLY FOR TRADE USERS ONLY

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COMING TO A TOWN NEAR YOU As Aldi reveals rapid expansion plans, stores with an existing Aldi or Lidl nearby share how to compete with a discounter on your doorstep

COUNTS FOR LESS

RETAIL CRIME ‘EPIDEMIC’

‘THE HIGH STREET IS STILL ALIVE’

Retailers claim recent changes to Walkers loyalty scheme have cut credit stores receive

Co-op-commissioned report reveals ‘sevenyear high’ in violent incidents in shops

Umang Shah explains why magazines, greetings cards and stationery are still key

BACK PAGE

our say

Chris Dillon, editor – insight

Your new mantra: say yes then find a way One of the best things about my job is the fact that I get to visit the best stores in UK and Ireland with a group of the best retailers in the UK and Ireland as part of the Independent Retailer Owners Forum. At the group’s recent visit to Sewell on the Go, a chain of 13 stores in and around East Yorkshire, one phrase from Paul Sewell really stuck with me: “When you see an opportunity, say ‘yes’ and then find a way.” Yes, at first glance it looks like one of those horrible motivational quotes shared by consultants on LinkedIn, but actually it’s a fantastic mantra for business. If you spend time creating a completely polished plan before saying yes, then the opportunity may no longer be available – and SAYING ‘YES’ how often does life really go to AND THEN plan anyway? Saying ‘yes’ and then finding a FINDING A way is what being entrepreneurial WAY ENABLES is all about. It enables you to lead the market, to think creatively and YOU TO LEAD under pressure and, most imporTHE MARKET tantly, to actually produce what you need to do – rather than what you think you’ll need to do. I’ve decided to adopt this myself and sign up to MAG Cycle Cambodia, a team of convenience retail and wholesale representatives who are going to cycle more than 500km to raise money to help eradicate land mines. I’ve not been on a bike in 10 years and have a very relaxed approach to fitness, but I’ve said yes… I’ve got three months to find a way. FOR MORE OPINION, GO TO PAGE 12 @retailexpress betterRetailing.com facebook.com/betterRetailing Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Editor – news Jack Courtez @JackCourtez 020 7689 3371

News editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Features editor Daryl Worthington @DarylNewtrade 020 7689 3390

Features writer Priyanka Jethwa @Priyanka_NT 020 7689 3355

Reporter Alex Yau @AlexYau_ 020 7689 3358

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Reporter William Dodds @WilliamDoddsRN 020 7689 3350

Digital content editor Jody Porter 020 7689 3378

Editor in chief Louise Banham 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

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Head of marketing Jessica Salisbury-Fielder 020 7689 3352

Account director Charlotte Jesson 020 7689 3389

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The five biggest stories this fortnight 01

Retailer anger at Walkers Counts For More changes

ALEX YAU RETAILERS have claimed they lost out due to recent changes in Walkers’ Counts For More loyalty scheme. More than 12,000 stores take part in Counts For More – which gives retailers points for buying stock from the brand’s van sales teams. These can be converted into credit for future purchases. However, in May, Walkers owners PepsiCo slashed the expiry period for converting points into credit from six months to three months and changed the core lines that points are awarded for. Six store owners taking part in the scheme told Retail Express they were unaware of the changes until they noticed their points were missing. Jag Ladwa, of Multi Saver in Peterborough, said the changes cost him more than £300 in credit. “Walkers changed the way we receive points for selling crisps from vouchers to online. I couldn’t �ind any email notifying me of the change. I can’t afford to lose money like that,” he said. A member of Walkers’ van

Amazon threat grows

MORE independent retailers will face competition from ultra-fast Amazon grocery deliveries after an expansion of the scheme was announced. In its latest �inancials, Morrisons revealed an expansion of its partnership with the

sales team alleged stores had started buying direct from wholesalers over the issues. Dipak Shah, of H&R News in Camberley, Surrey, also lost points over the changes, but after being challenged by Re-

online giant. It already provides one-hour Amazon grocery deliveries to customers in Leeds, Manchester, Birmingham, parts of London and the home counties. Glasgow, Newcastle, Liverpool, Shef�ield and Portsmouth will be added this year.

Xmas Google boost

CONVENIENCE stores are Google-searched more often at Christmas than at any other time of year, according to the ACS Local Shop Report. The latest report revealed that of those searches, 80% looked for ‘convenience

stores open near me’ or ‘shop near me’. The report found that the convenience sector is worth £8.8bn in the UK. Convenience stores were also said to have the second most positive impact on local areas, after the Post Of�ice.

tail Express, PepsiCo admitted it had made a mistake and paid out some of the missing credit to Shah. A spokesperson commented: “They’re arranging training for reps to make sure lines of com-

Scottish MUP breach

NISA retailers are making £1,000 a week from Co-op own-brand products on average, according to the latest Coop �inancial results. More than 90% of Nisa retailers have started stocking Co-op own-brand items since last year’s merger, with overall

munication are working ef�iciently going forward. They want to make sure it’s running ef�iciently and there are odd cases where issues slip through the cracks, but they are working on those.”

own-label sales worth more than £2.5m. Nisa and Costcutter retailers can choose from more than 2,000 own-label products. Co-op said: “We will work to ensure our partners continue to bene�it from the wider offering.”

Nisa’s no-deal plans

NISA retailers have been told the 40 products they need to stock up on in case of a nodeal Brexit. Nisa documents revealed 40 core lines that could be “diminished by panic buying or food shortages” following a no-deal

scenario and advised retailers to stock up in time. The list of products includes canned goods, bottled water and baby milk formula. Bestway agreed that retailers must be well-stocked on items with long date-codes in preparation.

47,895 Audit Bureau of Circulations 1 July 2018 to 30 June 2019 average net circulation per issue

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Find out the 40 products at betterRetailing.com/ news/brexit-stockpile-list40-core-lines-revealed

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

Aldi’s plans to win over ‘millions more’ households JACK COURTEZ ALDI has announced plans to open hundreds of new stores including a rollout of its smaller convenience-rivalling ‘Local’ format. Independent shops in London and the south east are the most likely to gain a new rival Aldi site nearby, with plans to grow from 45 stores in the London area to 100 by 2025. More than 100 sites will open across the UK in the next two years, and by 2026 the group plans to add 360 new stores to its current 840-strong

portfolio. Upcoming openings include Sydenham, Blackheath and Watford. Aldi UK boss Giles Hurley claimed: “London shoppers regularly tell us they would switch to Aldi if there was one nearby.” He added that the expansion would put “millions more households in the south east as well as the rest of the UK” within reach of an Aldi. However, shop owners said it is possible to meet the challenge of a new nearby discounter. Ralph Patel, of The Look In in Woodmansterne, Surrey, said: “An Aldi

just opened on the high street and the independent shop right next door bene�ited. It brought a lot of footfall and additional parking to the area, and the shop’s previous owner said Aldi customers looking for quicker service or other categories would come in as well.” Natalie Lightfoot, of Londis Solo Convenience store in Baillieston, Glasgow, advised: “The �irst thing is don’t panic. Stores need to respond, but a lot of it is enhancing what they’ll be doing already. Aldi or Lidl may win on price, but there’s a lot they can’t

do. People care about local produce and the traditional brands, and independent shops can win here. Discounters are known for just throwing stuff through the checkout, so make a point of

bagging items with care.” Aldi is due to remove all its news and magazines in October. Patel added that this creates a potential point of differentiation for stores.

£2.2m

£700m

Wholesale operating loss for the year

Sales generated through Nisa, Costcutter and independent cooperatives

Sales uplift for stores converted to Co-op franchises

Weekly sales of Co-op own label through Nisa partners

BESTWAY: Bestway boss Zameer Choudrey is to be made a Conservative Party Lord in recognition of his work at Bestway to boost UK trade, his philanthropy and his leadership of the Tory party’s Conservative Friends of Pakistan group. “I am truly humbled to have been appointed to the House of Lords,” he said. IAA: Amit Puntambekar’s Ash’s Shop in Fenstanton benefited from better margins after following advice received in an Academy in Action visit as part of the Independent Achievers Academy. Puntambekar ranged higher margin lines following tips from a Lucozade Ribena Suntory retail expert during the visit. “The results have been phenomenal,” he said.

BAD WEEK

How have Nisa and Costcutter benefited over the past year?

£2.5m

GOOD WEEK

Read more at betterRetailing.com/ marketing-follow-up-2019

Co-op half-year results

+80%

*Prize may be subject to capping. Rules, Procedures & Game Specific Rules apply. Players must be 16+.

CASH AND CARRY ROBBERIES: Police records uncovered by Retail Express’ sister title, RN, have shown that more than 18 retailers were robbed at cash and carries every month over the past two years. The data showed 436 incidents occurred during 2017 and 2018. Greater Manchester, Merseyside, London, the Thames valley area and West Midlands accounted for 50% of incidents. Read more at betterRetailing. com/news/cash-and-carryrobberies-18-every-month

WIN £10,000 EVERY MONTH FOR 30 YEARS Every Monday and Thursday

MARIE CLAIRE: Marie Claire has announced it will stop publishing in print, with its last edition set to go on sale in November. In a blow for independent retailers, Marie Claire publisher TI Media CEO Marcus Rich said the team was now putting its “full focus” on the title’s digital future.

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NEWS

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

Retail crime ‘epidemic’ worsening WILLIAM DODDS RETAIL crime is at an “epidemic” level after attacks on staff reached a seven-year high, according to a recent Co-op-funded report. The research was conducted by sociologist Dr Emmeline Taylor, of City University, who said retail workers were suffering from post-traumatic stress disorder as a result of attacks.

Retail workers quoted in the report said they feared they would be stabbed on a daily basis, with one claiming, “I’m always looking over my shoulder,” as a result of past incidents. Data included in the report showed assaults and threats against shop workers are at their highest level since 2012, while 41% of violent incidents resulted in injury.

External research cited also showed assaults and threats against wholesale and retail workers trebled between 2016 and 2017, and more than 42,000 assaults and threats were reported in the sector during 2018. Taylor said the government must respond to her findings urgently with better protection for retail workers. “Many attest that the level of violence in the retail sector has

reached ‘epidemic’ proportions,” she said. “Multiple data sources show the frequency and severity of violence towards shop workers is increasing. “There are several actionable recommendations for the industry, government and communities that I believe will begin to reverse the upsurge in violence.” Co-op Food chief executive Jo Whitfield added: “I’ve

worked in retail businesses for more than 20 years and I’ve never seen such high levels of

violence and abuse. It’s having lasting mental and physical effects on the lives of workers.”

Stasher helps retailers earn extra cash NISA retailers can boost footfall and profits through a luggage storage service after the wholesaler partnered with Stasher last month. Businesses partnered with Stasher can use additional space in their shop for luggage storage, earning re-

tailers £2.50 for every item stored. Stasher also claim that half of the customers who use the luggage service make additional purchases while in store. Participating retailers are paid quarterly and are required to manage their own bookings online.

SMALL-STORE DRS EXEMPTION

DRAFT deposit return scheme (DRS) regulations revealed smaller stores in Scotland will be able to apply for an exemption if nearby alternative sites exist. Retailers supported the plans and claimed the exemption process “cannot be overcomplicated”. Faraz Iqbal, of Premier Link-

O T D E T T COMMI

S R E L I A T E R R U O SINCE 1977

“Nisa are world class when it comes to delivery. We’ve always enjoyed over 95% of deliveries arriving on time and in-full, so have never had issues with availability or stock. But when Nisa suggested that we switch to the new Nisa store of the future format we couldn’t have predicted what an impact it would have, it really has taken our business to the next level. The Nisa team remodelled the whole store to take advantage of extra space made possible by a reduction in size to our stock room. It was a big jump, but the move was made possible due to the reliability and frequency of Nisa’s deliveries, meaning we could easily

town Local in Kirkaldy, told Retail Express: “Retailers have enough red tape to deal with.” NFRN head of political engagement Adrian Roper confirmed location mapping was underway to identify areas where smaller stores would be eligible for exemption through partnership with other local stores.

work around the smaller stock room and maximise our selling space. Nisa carefully worked out the range by identifying the main missions first, then location and category space. Only then was range selected. The promotions that Nisa provide are perfect for our customers and mean we can offer real value on the products our customers want to buy every day. The results have been a hit with the locals. The customers love what we’ve done here and they tell us that they feel the store is larger and more open than before, so we want to adopt the same format across our portfolio.”

Join the family... visit www.join-nisa.co.uk

Nisa’s phenomenal delivery service is unrivalled and better than we could ever have expected. Anish Keshwara, Nisa Local, Whittlesey

Unitas to give retailers local trend tips RETAILERS partnered with a Unitas member wholesaler will received locally tailored ranging and trend advice following a deal with data analysts The Wholesale Company (TWC). TWC development director Tom Fender explained to Retail Express that by comparing order data from across the UK, Unitas’ 173 wholesalers can pass on information to their customers to help them iden-

tify product or category gaps in their stores that could result in missed sales opportunities. Unitas Wholesale deputy managing director John Mills added: “TWC will play a pivotal role with both members and customers to drive engagement, best practice and loyalty.” TWC will work on shipment data reporting dashboard Unitas Data Service, which launches in January.

ACADEMY IN ACTION

PRODUCTS

Unlock your share of £215m PRIYANKA JETHWA

Three-month follow-up:

SHOP LAYOUT The IAA and PERNOD RICARD UK visited STEVEN MAHAL’s shop in Nottingham to help him improve his store’s layout. Twelve weeks on, we find out what he has achieved

IAA ADVICE 1

Showcase high-value products by attaching LED lights to fixtures.

Use gondola ends to highlight the meal deals you have on offer.

Think of the shoppers’ journeys and how to entice them to visit new categories.

THE RESULTS

RETAILERS could unlock £215m of value if they encouraged shoppers to purchase a soft drink alongside meals or snacks, Lucozade Ribena Suntory (LRS) has revealed. The supplier’s research into food to go highlighted that by making a few changes, such as stocking a wide range of interesting and complementary soft drinks �lavours, retailers could help encourage more shoppers to pick up a drink alongside their food. Matt Gouldsmith, channel director for wholesale at LRS, said there is an op-

portunity to grow the total soft drinks category by £1.4bn, of which the said opportunity is worth £215m, and £35.1m speci�ically in the convenience channel. He added: “The main components of a food-togo shopper’s basket are carbonated soft drinks, sandwiches, single bags of crisps and bakery items. “These categories should be the building blocks of meal deals offered in store. “Secondary sites for these categories – for example, a small crisps �ixture attached to the chiller – will help to drive cross-category spend and point shoppers towards the meal-deal opportunity.”

Cadbury partners with Age UK CADBURY Dairy Milk is kicking off a new campaign, ‘Donate your words’, which includes the brand removing the text from its packaging to highlight loneliness. The brand will donate 30p from each limited-edition 360g bar to Age UK. The campaign forms on the back of research that states 2.6 million people aged 65+

speak to three or fewer people they know in a week. More than 225,000 people often go a week without speaking to anyone. The activity will encourage consumers to reach out and engage with older people in their communities. For more information about the campaign, visit ageuk.org. uk/donateyourwords.

Diet Coke launches ‘You do you’ campaign COCA-COLA European Partners has unveiled a new campaign for Diet Coke, running with the strapline ‘You do you’. The campaign includes two TV ads, on air from September, as well as outdoor and digital advertising, and social media activity.

It follows the brand launching eight limited-edition cans displaying phrases aimed at younger people, such as ‘Can’t even’ and ‘It’s lit’. The brand will also partner with Snapchat to offer users a face lens that features the phrases.

20%

Customers notice our meal deal increase in more since we alcohol sales moved the all the included products to the same shelf and highlighted them using PoS. They’re also noticing our gins now we’ve moved them to a higher shelf.

PARTNER ADVICE It’s good to see Steven’s changes are driving sales. It’s important to encourage trade-up at every stage of the shopper’s journey. We demonstrated this by ensuring Steven’s gin range had a range of price points. Hayley Barker Account Development Executive Pernod Ricard UK

MAKE SHOPPING A BETTER EXPERIENCE Call us on 020 7689 0500 to make your store easier and more pleasant to shop, and find out how you can be a part of the next programme.

Next time: Effective Ranging

Kinder showcases new campaign INDEPENDENT retailers can capitalise on the multimillionpound investment behind Kinder chocolate. Ferrero’s new campaign for Kinder, ‘A little, a lot’, will form part of the confectionery supplier’s new global strategy aimed at parents. The campaign kicks off this month as part of a multi-chan-

nel £3.3m media investment. Levi Boorer, customer development director at Ferrero, said: “Having a proven, global initiative underpinning all Kinder Chocolate activations in the UK and Ireland is a �irst for the Kinder Chocolate brand. This new campaign comes at a time when the brand is in a good place.”

Get £500 of vaping stock on sale or return RETAILERS can take vape supplier Magic Mist up on a sale or return offer on vaping stock. Vape manufacturer Magic Mist is offering independent retailers £500-worth of vaping stock on sale or return. The deal includes no upfront payment, structured so one or both devices can be taken and only stock sold is paid for at a

later date. The devices include Realism Pro and Nic-Hit Pro. Both devices use pre-�illed re�ills and are available to retailers in premium counter display units. To find out more about the vaping stock, call 020 7689 3355

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

Coca-Cola unveils ‘broadest ever’ UEFA Euro deal PRIYANKA JETHWA COCA-COLA has announced that it will be the of�icial non-alcoholic drinks sponsor for the UEFA Euro 2020 competition. The deal gives the manufacturer the opportunity to promote its sparkling, sports drinks, water, readyto-drink coffee and fruitbased drinks, with low-sugar

and sugar-free options. The competition will kick off in Rome on 12 June, with the �inal a month later taking place at Wembley Stadium in London. Walter Susini, Coca-Cola’s marketing vice president, said: “In 2020, leading up to and during the tournament, we’ll feature a broader array of beverages than ever before to refresh

Vampire Vapes unveils new nic salts SWEET Lemon Pie, Catapult and Blood Sukka are the latest three varieties of e-liquid range Vampire Vape Nic Salts. The new �lavours are available in 10ml e-liquids (RRP £3.99) as well as concentrates. Nicotine salts are a growing product within the industry, as they deliver a more

satisfying nicotine hit similar to cigarettes. The three new �lavours of Vampire Vape Nic Salts join the supplier’s range of e-liquids, which comprises 10ml bottles, short �ills and concentrates (nicotine shots) in sweet, tobacco, fruit, menthol and baked �lavours.

Jägermeister taps into coffee trend MAST-JAGERMEISTER is bolstering its range with a new �lavour, Jägermeister Cold Brew Coffee, which has an RRP of £18 and an ABV of 33%. Made with Arabica coffee, cacao and Jägermeister, the launch will be backed by a £2.5m ‘New mix new beat’ campaign, which includes out-

door and digital advertising that will reach more than 50% of consumers. Nicole Goodwin, marketing director at Mast-Jägermeister, said the launch would be particularly successful in the runup to Christmas and New Year, when consumers are 47% more likely to try new drinks.

teams and fans alike all across Europe.” The competition is being hosted in 12 European cities to celebrate the 60th anniversary of the competition.

PRODUCTS

Richmond sausages go meat-free PRIYANKA JETHWA EXPANDING into the meatfree market for the �irst time, Kerry Foods has launched Richmond MeatFree Sausages, available with an RRP of £2.50 for a pack of eight. To support retailers with the launch, Richmond will be working with them on clear signposting and PoS material. The meat-free market is booming in the UK, set to be worth more than £1.1bn by

2023 according to data by Mintel, but many consumers are dissatis�ied with the current products available. More people than ever are looking to broaden their dining options and are consequently opting for meat alternatives. The supplier said that 4.4 billion meat-free dinners were consumed in 2018, an increase of 150 million meals compared with the year before. Dawn Spencer, director at Kerry Foods, explained:

“ I n c r e a s i n g l y, consumers are looking for a broader range of options to choose from, and this includes alternatives to meat. Richmond is one of Kerry Foods’ longeststanding brands, but we’re constantly looking for ways to innovate and meet the demands of consumers.”

A chip and dip snack for a big night in COFRESH has extended its Indian Street Food range with the launch of three Chips’N’Dip snacks. The snacks are based on the idea of traditional tif�in boxes and combine chips with dips. Varieties include Chickpea Crackers with Spicy Tomato Dip, Lentil Scoops with Sweet Chilli Dip and Poppadums with Mango Chutney Dip, with an introductory RRP of £1.50 each. Debbie King, director of

commercial sales and marketing at Cofresh, said: “The eye-catching Chips’N’Dip packaging, which re�lects the vibrant colours of traditional sari fabrics and incorporates the ‘Mr Cofresh’ dabbawalla, will ensure high visibility and on-shelf appeal for those lastminute or impulse purchases. “They’re a great snack for consumers to enjoy at home with friends for a big night in, or as an alternative ‘to go’ lunch snack.”

NEW

Proper coffee in a can. Proper sales brewing.

Brooke Bond brand makes a comeback UNILEVER is bringing back its Brooke Bond tea brand, available at an RRP of £1 for 80 tea bags and £2 per 160 tea bags. Brooke Bond features a historic map of Manchester on the lid as well as the iconic red van from its advertising campaign, making the

nostalgic brand recognisable to shoppers. Fiachra Moloney, marketing director for tea at Unilever, said: “We’ve been in the tea business since the 1800s, and if there’s one thing we know, it’s that Britons love tea. By reintroducing Brooke Bond, we’re ensuring that tea drinkers across the UK can enjoy a quality cup of tea, no matter their budget.”

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

Share a bag of Cofresh all year round COFRESH has extended its core range of Indian snacks with the launch of Corn Crackers in new 60g sharing bags (RRP 70p). Previously only available as seasonal lines in bulk packs, Corn Crackers – in Hot & Spicy, Peri Peri and Chilli & Lime �lavours – will be available all year round. Debbie King, director of commercial sales and marketing at Cofresh, said: “These new pack sizes open

IB GROUP has launched a new sub-brand under its Bonds of London brand, Especially Delicious. It includes three sweets: Raspberry and Vanilla Marshmallows, available in a 120g bag with an RRP of £1.19, Chocolate Covered Honeycomb that also comes in a 120g bag with an RRP of £1.19, and Chocolate Covered Brazils, available in a 100g bag with an RRP £1.19. All products have a euroslot for a hanging bag stand, or

Choca-Latte top of blocks for Dairy Milk

up lots of new snacking opportunities for consumers while offering retailers opportunities to capitalise on the growing trend for bold �lavours.” The new 60g pack increases the range of sharing pack options from Cofresh, which also includes Chilli & Lemon Grills, Hot Chilli Hoops and Mango Chutney Poppadum Curls. It follows the launch of the supplier’s Indian Street Food Mixes and Bars last month.

Bonds’ Especially Delicious new range they can be sold on shelf with full shelf-ready packaging.

CHOCA-LATTE is the latest �lavour to join Mondelez International’s Cadbury Dairy Milk lineup after a public vote. The �lavour will sit alongside bars such as Caramel, Fruit & Nut and Whole Nut. Cadbury is also calling upon consumers to ‘Go madbury for Cadbury’ as it relaunches the inventor competition for the second year.

Live now, shoppers will have the chance to create their own Cadbury Dairy Milk bar, which could become the next addition to the Cadbury Dairy Milk range in 2020.

IB Group and Vimto in Upgrade from a traditional pudding triple sweet launch CONFECTIONERY distributor IB Group has joined forceswith Vimto to launch three confectionery products. It includes Vimto Flying Saucers, which come in 26g bags with an RRP of £1, Vimto Fizzy Mallows with an RRP of £1 and Vimto LOLz. Helen Bradshaw, marketing director at IB Group, said: “Our ongoing partnership with Vimto is helping to support the brand, which is now worth £87.9m.”

ARTISAN pudding company LillyPuds has launched a Great British Favourites range. For shoppers looking for something more than a traditional fruity pudding, the range includes Chocolate Pudding with Cheeky Cherry Sauce and Saucy Zingy Ginger Pudding with Sticky Ginger Sauce. There’s also two new gluten-free sponges: Chocolate Pudding with Chocolate Sauce and Gluten Free Sticky Toffee Pudding.

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ADVERTORIAL GROW YOUR SALES

CASE STUDY

KAMLESH PATEL LONDIS MANOR PARK Location: Manor Park, London Shop size: 3,000sq ft Staff: Four full-time, four part-time

MAKING BALANCED CHOICES Retail Express joins DIAGEO’s JUSTIN HURN to help east London retailer KAMLESH PATEL improve his range and offer alternatives to his adult customers

OVERVIEW ACCORDING to Diageo’s ‘Transforming Drinks Experiences’ report, shoppers making balanced choices is one of four key drivers that could deliver £5.2bn in additional sales growth by 2022. This insight is demonstrated by the 6.1 million consumers that don’t drink alcohol, up 59% on last year, and the fact that one in 10 pubs, bars and restaurants now stock a gluten-free beer to cater for the rise in alternative diets. A retailer for more than 35 years, Kamlesh Patel, of Londis Manor Park in east London, has seen the rise and decline of many trends. Noticing the growth in healthier diets, and lower-calorie products shaping the market, Patel has begun making changes to his alcohol range to meet this trend for his customers and is interested in learning more about maximising this opportunity. Here, Diageo business development executive Justin Hurn explains how he can cater for this key trend and get his share of the multibillion-pound opportunity.

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

In association with

3 STEPS TO SUCCESS

1 DEDICATE SPACE

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“Kamlesh already stocked a lot of key products to appeal to consumers seeking a more balanced lifestyle,” says Hurn. “By remerchandising the display and giving new products such as Gordon’s Ultra Low Alcohol Gin & Tonic Flavoured Drink – only 68 calories per serving – a prime space, customers are more likely to spot them.”

“Kamlesh has tapped into ongoing trends by stocking Gordon’s Gin & Tonic and Smirnoff Vodka & Cola in ready-to-drink formats,” Hurn says. “Stocking reduced-sugar varieties – like Smirnoff Vodka & Diet Cola – helps customers who are watching their sugar intake and seeking convenience.”

“Shopper needs are changing. Veganism is on the rise, so retailers can bring in new customers by stocking dairyfree alternatives, such as Baileys Almande. You can also capitalise on those looking to monitor their calorie intake by stocking mixers such as slimline tonics close to your gin range,” he explains.

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“We are always looking for ways to improve, but knowing what to stock is a challenge for us. By working with Diageo, we feel like we are now able to cater for our customers who buy alcohol and those who are looking for balanced alternatives,” Patel says. “We have seen a 20% sales increase across our spirits range, thanks to clearer merchandising and new products. A particular highlight has been adding Smirnoff Infusions to the range, which has proved a hit with my customers thanks to its low ABV.”

Diageo business development executive Justin Hurn explains how to make more from balanced choices

Take low and no seriously “Consumers continue to demand low- and no-alcohol options that don’t compromise on flavour. Providing a variety of options to tap into this growing demand is crucial to drive sales. This can be with ready-to-drink options such as Gordon’s Ultra Low Gin & Tonic flavoured drink, or innovative products such as Seedlip – the world’s first non-alcoholic distilled spirit.”

Be aware of mindful consumption

Stock sustainable products

Retailers should look to stock a range of options to cater for differing demands, from gluten-free beers to dairyfree options including Baileys Almande. According to Diageo’s Transforming Drinks Experiences report, 53% of consumers now restrict at least five food ingredients from their diet.

Consumers are putting a greater focus on sustainability, with 66% of consumers stating that they will pay more if a company is committed to reducing its social and environmental impact. Consider sustainable solutions such as products using fully recyclable packaging and think about the provenance of products.

To find out more on how you can make the most from balanced choices, please visit betterRetailing.com/category-management/diageo-balanced-choices

DON’T MISS THE 4 OCTOBER ISSUE OF RN

OPINION LEADING INDUSTRY OPINION ON THIS FORTNIGHT’S HOT TOPICS

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

SCOTTISH GOVERNMENT:

Is a promotions ban necessary? “WE have consulted on restricting the promotion and marketing of food and drink high in fat, sugar or salt where they are sold to the public and will bring forward a Bill on restricting food promotion for introduction in next year’s legislative programme.”

“A LOT of stores are very responsible and promote healthy eating products. It’s a shame that there hasn’t been a consideration for small stores who can’t easily change their fixtures to make the necessary changes to cater to this.”

Nicola Sturgeon, Scotland’s first minister

Dennis Williams, owner of Premier Convenience Store, Edinburgh

It’s a shame small stores haven’t been considered

Which winter remedies are must-stocks for you this year

PLUS

ACS: What does the 2019 Local Shop Report reveal?

The biggest Christmas snack trends for 2019

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“IT’S encouraging to see the convenience sector grow despite retailers facing a number of challenges. Retailers are recognising the important trends to tap into to ensure they can reach new customers, which is evident in the growth of social media channels being used compared with last year.” Megan Humphrey, news editor, Retail Express

James Lowman, ACS chief executive

CASH AND CARRY: How can you keep yourself and your stock safe?

do to keep yourself and your stock safe

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How focusing on the community has made this store a success

“DESPITE challenging retail conditions, stores have invested more than £633m, improving their businesses and taking on a wider range of products and services to meet the needs of consumers. The UK’s network of stores has remained resilient, due in part to the entrepreneurial spirit of independents.”

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The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 7689 3394 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

“RETAILERS need to make sure they are covered for loss of goods while in transit. Shop owners driving to a depot to make a bit more margin on cigarettes need to consider whether it’s really worth it – you may pay a charge for a delivered service, but this should be balanced with the risk of crime.”

“AS tempting as it is to leave vehicle doors open for ease of movement, it’s too easy for goods to be stolen if we’re not vigilant. While we do accept cash as a method of payment, customers also have the option of paying by credit or debit card, which is a safer option.”

Manjit Samra, Samra Supermarket, Wolverhampton

Bestway company spokesperson

It’s too easy for goods to be stolen if we’re not vigilant

BREXIT: Would suspending track and trace hit wholesalers?

We would expect recompense from De La Rue

“WE would expect to receive recompense from De La Rue and HMRC if track and trace (T&T) were to be suspended until October 2020. There were rebates to get back on software costs, alongside other significant costs, such as labour.”

“IT’S frustrating as we flagged this up when T&T came in because it happened at the same time as Brexit. I always knew we were going to incur costs that we wouldn’t be able to recover. I predicted that we would find ourselves in this situation, which is really annoying.”

Craig Brown, retail sales director, JW Filshill

Andy Morrison, trading director, Dee Bee Cash and Carry

LETTERS

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

Londis Solo

natalie Convenience, lightfoot Baillieston, Glasgow

Letters may be edited

We’ve had a great summer, now we are planning for winter

‘The best part of independent retail is the community’ I’VE decided to sell my store after 38 years to take some time to relax. I’ve been running the store with my two sisters. The best part of independent retail has been the community. We’ve served three generations in the area and we know everyone on a �irst-name basis.

Delivering the personal service is one of the things I’ve enjoyed the most. I’ve even told the new owner of the business not to change it from a convenience store and to continue delivering the same kind service to residents in the area. We also appreciate the support the community has offered us as well.

A couple of weeks ago we were awarded ‘Best Community Shop’ by the mayor Peter Taylor. We’ve worked with the police and council over the years to highlight any antisocial behaviour and help them tackle these issues. The services provided by the NFRN have also been vital over

this time. They’ve been �ighting hard on issues such as late deliveries from the newspaper wholesalers. The advice I’d give to other retailers is to �ind out more about the Federation and to use their services. Jayshree Gondecha, Londis Queens Road, Watford Tweet us to get featured!

TWEETS OF

THE WEEK

FREE £50-worth of Magic Mist stock

MAGIC Mist is offering 500 independent retailers £50-worth of stock of its next-generation e-cigarette range Realism Pro, which offers the similar sensation of a traditional cigarette, and Nic-Hit Pro, which offers maximum nicotine. Try for yourself, then optionally request £500 of stock free upfront on sale or return.

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.

@retailexpress

Sneak peek behind the cutting edge @guildfoodsmkt in #Guildford @ThisIsRN @NisaRetail @JackCourtez

THIS summer has been a great one for our store – we achieved our bestever weekly sales, up 43% on last year. A few key products played a really important role in this success. Our selection of US candy and US drinks did really well, as did new products such as Watermelon Mad Dog and Buckfast BBQ sauce. Each issue, one of seven top The key thing retailers shares advice to was having these make your store magnificent products in early, before they were stocked elsewhere. Once other places are stocking them, the rate of sale will go down. Now summer is drawing to an end, we’re starting to plan what we’re going to do for Christmas and Halloween, as you’ve got to move early. The first thing I’d suggest is making sure you take notes each year on what does well and what doesn’t to make it easier to prepare. For example, last year we started doing hampers at the end of November. These did really well for us, making us about £1,500, but I think we started too late. I’ve since read that most Christmas gift purchases are made in October and November. So, this year we’ll start advertising and taking orders for the hampers in October. These hampers include a range of things – for instance, one had a selection of Desperado beer and a Bluetooth speaker. We also did an alcohol-free hamper for one customer, which was based around energy drinks. Another thing we saw success with last year was giftwrapping products such as premium gin. This is pretty simple to do – we just wrap the products in cellophane and ribbon – but they look great. We charge an extra 75p for the service, but it encourages customers to buy products as gifts that they wouldn’t have otherwise. Last year, we had one customer order 10 bottles of gift-wrapped drink. When it comes to Halloween and Christmas, I think you really have to commit 100% to get the most out of them, and use in-store decorations to signpost what you’re doing. We decorate our stores for both occasions. Halloween in particular is getting bigger for us. We stock up on face paint and masks, which sell really well and offer margins of around 50%. Also, they’re not perishable, so if you don’t sell out you can keep them in your store room for the following year.

Proud to be supporting the @humberantislave partnership and to help spread awareness about #ModernSlavery #partnership @sewellonthego

Week 1 down @NFRN_Online.The Federation is here to support, engage & drive members’ commercial income. My ask is a simple one. Make the most of the tools & services on offer from the Federation. Engage with the team & see your proﬁts grow & how we can make it easier to do business! @gregdeacon

Get in touch

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

INDEPENDENT ACHIEVERS ACADEMY

SHORTLIST ANNOUNCED Congratulations to the 53 local shops that are consistently delivering excellence in the 12 IAA disciplines below. From these, four finalists for each category will be announced at the Local Shop Summit on 9 October

In association with Lucozade Ribena Suntory

MARKETING TO CUSTOMERS

Al-Amin Stores, Cambridge Cinderhill Premier Express, Nottingham Costcutter & The Food Shop, Swanage Londis Stour Road, Christchurch Nisa Local Halesowen, Dudley One Stop Canterbury Stores, Canterbury Premier Upholland Village Store, Skelmersdale Vyas Convenience Store (Premier), Manchester

In association with Mondelez International

IN-STORE DISPLAY

Brenda’s, Newark J Robarts & Son Limited, Hitchin Londis Ferme Park Road, London MJ’s Premier Store Oldham, Oldham Mulkerns Eurospar, Newry Ruprai Food & Wines, Birmingham Spar Parkfoot, West Malling The Village Deli, Pulborough

In association with Post Office

CUSTOMER SERVICE

Day-Today Redburn Road, Prestonpans London Road Bakery (Spar), Boston Mulkerns Eurospar, Newry One Stop Coventry, Coventry Premier Lower Darwen, Lancashire Spar Errol, Perth The Village Deli, Pulborough Woosnam & Davies News, Llanidloes

In association with JTI

RESPONSIBLE RETAILING

Hillingdon Spar Convenience Store, Burnley Londis Solo Convenience, Glasgow Nisa Local High Heath, Walsall One Stop Draycott & Post Office, Derby Premier Upholland Village Store, Skelmersdale Shop on the Green Chartham, Canterbury Vyas Convenience Store (Premier), Manchester Woosnam & Davies News, Llanidloes

In association with CCEP

EFFECTIVE RANGING

Al-Amin Stores, Cambridge Ash’s Shop Fenstanton (Nisa Local), Huntingdon Bargain Booze Milton (Bright Laced Ltd), Stoke-on-Trent Family Shopper Little Hulton, Manchester Londis Ferme Park Road, London Nisa Local High Heath, Walsall Nisa Local Paddington, London One Stop Etwall, Derby

In association with NFRN

STAFF DEVELOPMENT

Belle Vue Convenience – Go Local, Middlesbrough Central Stores Winterslow, Salisbury Family Shopper Little Hulton, Manchester Londis Stour Road, Christchurch London Road Bakery (Spar), Boston Ruprai Food & Wines, Birmingham Selection Box, Bridgend Spar Parkfoot, West Malling

IT’S ANYTHING BUT AVERAGE

In association with Blu

AVAILABILITY

Arnold Road Premier Stores, Nottingham Bargain Booze Milton (Bright Laced Ltd), Stoke-on-Trent Londis Ferme Park Road, London Nisa Local Paddington, London One Stop @ The Prior Way, Derby One Stop Mount Nod, Coventry St John’s Budgens, Kenilworth St Mary’s Supermarket (Premier), Southampton

In association with Booker

SERVICE TO THE COMMUNITY Al-Amin Stores, Cambridge Brenda’s, Newark Hopes of Longtown, Herefordshire Londis Stour Road, Christchurch Nisa Local High Heath, Walsall Premier Linktown Local, Kirkcaldy Vyas Convenience Store (Premier), Manchester Woosnam & Davies News, Llanidloes

In association with Pernod Ricard UK

SHOP LAYOUT

Bradley’s Supermarkets, Loughborough Day-Today Redburn Road, Prestonpans Londis Gerrards Cross, Gerrards Cross MJ’s Premier Store Oldham, Greater Manchester My Local Convenience Stores, Newport One Stop Cranhill, Glasgow Premier Linktown Local, Kirkcaldy Premier Value Centre, Newcastle upon Tyne

In association with PayPoint

DIGITAL ENGAGEMENT

Al-Amin Stores, Cambridge Bargain Booze Milton (Bright Laced Ltd), Stoke-on-Trent London Road Bakery (Spar), Boston MJ’s Premier Store Oldham, Oldham Nisa Local Halesowen, Dudley Nisa Local High Heath, Walsall One Stop Mount Nod, Coventry One Stop Working with Royals, Leamington Spa

#IAA19

In association with Mars Wrigley

MERCHANDISING

Ash’s Shop Fenstanton (Nisa Local), Huntingdon Costcutter & The Food Shop, Swanage Costcutter Epsom, Surrey Early Till Late – News Food & Wine, Stenhousemuir Londis Oaktree Road, Southampton Nisa Village Stores Mickleton, Gloucester One Stop Working with Royals, Leamington Spa St John’s Budgens, Kenilworth

In association with Upfield

RETAIL INNOVATION

Day-Today Redburn Road, Prestonpans MJ’s Premier Store Oldham, Greater Manchester Mulkerns Eurospar, Newry One Stop Coventry, Coventry One Stop Etwall, Derby Premier Eldred Drive Stores, Orpington Selection Box, Bridgend Woosnam & Davies News, Llanidloes

DID YOU MISS THIS YEAR’S OPPORTUNITY TO MAKE THE LIST? Register your interest and we’ll be in touch to help you take part next year! betterRetailing.com/iaa-shortlist-2019

RETAIL

IN ACTION

BRAND SPOTLIGHT

FOCUS ON:

SIGNATURE

RETAIL EXPRESS teams up with SCANDINAVIAN TOBACCO GROUP to find out why despite the UK’s bestselling cigar recently having undergone a name change, the product inside hasn’t changed and still needs to be the first cigar on your gantry

What is the product?

Why stock it?

FORMERLY known as Café Crème, and with a brand heritage going all the way back to 1963, the Signature range accounts for more than 36% of all cigars sold in the UK, making it by far the number-one-selling brand and a must-stock for any tobacco retailer. The name may have recently changed, but the product inside certainly hasn’t, and Signature Blue is the UK’s favourite cigar, well renowned for its smooth taste. It’s complemented in the brand family by Signature Original and Signature Red, which is the UK’s number-one aromatic cigar. In 2019, the brand has undergone a bold name change to highlight its premium qualities and achieve a consistent look and feel across the globe, and UK retailers have been instrumental in helping this phased transition be a success.

ONE of the reasons for Signature’s impressive sales performance is that it’s on trend. Retailers will be familiar with the growth in miniature cigars as this has been evident for some time now and shows no sign of abating. Miniatures dominate the market with nearly 74% of the total cigar volume and more than £105m in value, which is an increase of 5% from the same time last year. Busy smokers are increasingly looking for a smooth, high-quality but relatively quick cigar to smoke and Signature fits the bill. Cigars are not only great drivers of footfall into your store and the associated additional basket spend that comes with it, but they also typically offer three times better profit margins than cigarettes.

Must-stocks Signature Blue

Signature Original

Signature Red

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

In association with

In action

TIP 1: Cigars are exempt from the EUTPD II ruling on standardised packaging and 20-pack minimum, so they can still be branded beyond the product name and can be wrapped and sold individually, or in 10-packs.

36% 74% 5%

TIP 2: Put them on the middle shelf of the gantry so when you open it, your customers will have the reassurance of a recognisable brand they know and trust.

of cigar sales come from Signature

of cigar volume sales come from miniatures

The year-on-year growth of miniatures

To work with STG on your cigar sales, call Retail Express on 020 7689 3355

RETAILER

TIP 3: Take the time to upskill you and your staff

to develop a greater understanding of the different cigars available, and what type of consumer they are most suited for.

Kay Patel, Global Food & Wine, Stratford, London

“I’VE found products such as cigars quite challenging to market, especially after gantries went dark. But by keeping a decent range in stock, we have not only managed to keep hold of our sales, but also increase them, taking advantage of some other local retailers not stocking them. It may take a while to build up steady sales, but it’s worth persevering as those sales generally offer much higher margins than cigarettes, which enables us to price at RRP to promote loyalty. “The name change from Café Crème to Signature was initially a surprise and caused a small amount of confusion, especially because I’m a delivered-only retailer, and wholesalers listed both lines during the transition, but I found staff and customers very quickly became used to the change. Not having plain packaging on cigars was a big help as the colours on the packs are still instantly recognisable. “Led by Signature, our cigar sales are now in growth and they’re bringing in new customers, too.”

In association with

CATEGORY ADVICE

Promotional feature

LIVEN UP YOUR SOFT DRINKS RETAIL EXPRESS joins LUCOZADE RIBENA SUNTORY’S (LRS) category

expert Jemma Healy to see how segmenting your soft drinks range can improve sales THE OPPORTUNITY

13%

of convenience missions are driven by food to go1

THE soft drinks category is no stranger to change, with shopper missions, trends and tastes shifting every year. To be successful, retailers need to stock a range that meets demand. Retail Express teamed up with Jemma Healy from LRS to show Bury retailer Kev Murji how understanding the ways shoppers shop can open up opportunities in areas such as carbonates and water.

FOCUS ON

EXPERT ADVICE

Go Local Extra, Bury, Manchester

Category Controller, Lucozade Ribena Suntory

KEV MURJI

“A lot of young adults visit my shop, so I try to remain competitive and offer a range of value brands. But with so many new trends, it’s difficult to know how to merchandise effectively. I’m hoping that with Jemma’s advice I can make my fixture easier to shop, and use PoS to build awareness of new products, so customers always find what they’re looking for and sales increase.”

BEFORE

JEMMA HEALY

“KEV has a good range of soft drinks and knows his customers well. By understanding the mission his shoppers are on and improving the flow of his fixture to reflect these missions, it will be easier for customers to navigate through segments and enable them to view the brands he has to offer.”

ACTION PLAN

BLOCKING: We linked subcategories such as sports and energy drinks together to make it easier for customers to shop.

IMPACT: We placed bestselling soft drinks at eye level to make Kev’s key lines stand out to shoppers.

PROMOTION: We suggested adding a snack deal to increase basket spend as it will encourage Kev’s customers to purchase additional products.

1 2 3

LUCOZADE RIBENA SUNTORY’S TIPS Group subcategories together to help customers find products easier. Place bestsellers at eye level so shoppers can stock up on their favourite brands. Use meal deals to encourage extra purchases and grow basket spend.

WHAT HAPPENS NEXT? Over a six-week trial period, Kev followed Jemma’s expert advice. We tracked the sales data at the store to see what changed. Keep a look out for Retail Express on

8 OCTOBER

GROW SALES IN YOUR STORE To see more of Kev’s shop and for more advice and tips, go to betterRetailing. com/liven-up-soft-drinks Ref: HIM 2018: The Food-to-Go Opportunity

MUST-STOCK BRANDS

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

THE BRANDS YOU NEED TO KNOW Big brands sell, so it’s vital you get the right ones in your store, reports DARYL WORTHINGTON

t s u m cks o t s

WHATEVER the category, it’s vital that retailers stock the most wellknown names. This gives customers confidence, while recognised brand and product logos are a great way to direct customers to certain sections are in your store. Through looking at our recent Retail Success Handbook: What to Stock, it’s clear that retailers are missing out on revenue by not stocking some key brands. Taking chocolate confectionery as an example, Cadbury Wispa Gold 48g and Twix Xtra 75g are both sold in less than 75% of UK independents. However, they offer combined average weekly sales of £5.41. Meanwhile Cadbury Twirl 5x21.5g is sold in less than 67.8% of stores, despite offering average weekly sales of £4.16. Taking another core category for convenience stores, soft drinks, we can see similar trends. Pepsi Max Cherry

500ml is available in 77.4% of stores, yet offers £5.99 average weekly sales. Coca-Cola Classic Cherry 500ml is available in 77.9% of stores, but offers average weekly sales of £7.01. Combined, just these five products – Coca-Cola Classic Cherry, Pepsi Max Cherry, Cadbury Wispa Gold, Twix Xtra and Cadbury Twirl 5x21.5g – offer average annual sales of £1173.64, something a significant number of retailers could be missing out on. The message is clear – getting all these key lines in your store and merchandised correctly can be a great way to boost a shop’s total margin. In this feature, we’ll take a look at two key names in the snacking category, and get expert advice on what the muststock brands are, how you can range and merchandise the lines effectively, and insight from retailers on the success they’ve seen with them.

£1,173.64 The combined average annual sales of: Cadbury Wispa Gold 48g Twix Xtra 75g Cadbury Twirl 5x21.5g Pepsi Max Cherry 500ml Coca-Cola Classic Cherry 500ml

MUST-STOCK BRANDS KP SNACKS

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

1.9 million

EVERY OCCASION e

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1 . o N

The number of customers who buy Hula Hoops every week

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t- THE PRODUCT s u m ock st HULA HOOPS is KP Snacks’ largest brand, worth £129.8m. The range is growing in value at 15% year on year, ahead of the overall crisps, snacks and nuts market. Eaten by 1.9 million customers every week, Hula Hoops are available in several formats: original, Big Hoops, Puft and Flavarings. The Hula Hoops brand has 90% awareness and is a continual hit with shoppers, with products covering all missions and consumer needs. Launched July 2018, Hula Hoops Flavarings brings fun to family sharing moments and, now worth £4.5m RSV, has firmly established itself as a go-to snack in the category.

HOW TO MERCHANDISE IT RETAILERS can grow snack sales by making their fixtures easier to shop. Block together similar products to make it simple for shoppers to find what they need. The top 50 bagged snacks drive 60% of sales and 77% of shoppers look for big-name brands when purchasing snacks on the go, so every fixture should include bestsellers such as Hula Hoops. To drive impulse purchases, retailers should crossmerchandise crisps and snacks with other items commonly bought together, such as sandwiches for meal deals and alcoholic drinks for big nights in.

RETAILER KP Snacks PMP range

STOCK UP TODAY!

VIEW

+44% ** 82%

nce of convenie MPs P retailers say tock! are a must s

*AC Nielsen, MAT, w/e 15.06.19 **Mintel 2018 †RN’s What to Stock 2019 data

Raj Aggarwal, Spar, Leicestershire

“HULA Hoops plays a key role in my range and is one of my top sellers in store. I find customers of all ages come in to pick up them up. Hula Hoops has different products that meet every customer need, and the £1 PMPs offer the great value and brand trust that customers are looking for when it comes to big bags.”

To find out more and work with KP Snacks, call Retail Express on

020 7689 3379

SV 1823 Roasts Retail Express Ad 260x339mm AW.pdf

CMY

04/09/2019

13:25

MUST-STOCK BRANDS WALKERS

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

22.4%

STRENGTHEN YOUR CORE

The sales increase for one retailer by stocking fewer, betterselling products

t- THE PRODUCT s u m ock st AS the bestselling crisps

WALKERS SELLS OVER DOUBLE 1 ITS NEAREST COMPETITOR

brand, the team at Walkers built a task force who spent the past year reviewing the savoury snacks category. The results of the category work can now be revealed, which centres around being focused on a core range of bestsellers that are right for your customers – Walkers Hero 20. The project involved extensive research and insights, including shopper behaviour analysis, in-store trials and working closer than ever with retailers. The over-arching insight was that with hundreds of products in the savoury snacks category, it was clear retailers continue to struggle to achieve the right mix of lines to drive sales. The Walkers Hero 20 includes popular products like Walkers core flavours (Cheese & Onion and Ready Salted), Oven Baked, Sensations, Doritos and Cheetos.

HOW TO MERCHANDISE IT A well-merchandised snacking fixture should be easy for your customers to shop, but also easy for you to replenish and manage. Retailers should focus on products from the hero range, include bestselling flavours and place them in a prime location on the fixture. Give more space to sharing and place premium and healthier ranges at the top of the fixture. Value snacks should be on the bottom shelves.

RETAILER

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Unlock your snacking sales with Walkers by focussing on the right range and best sellers. For more information visit www.countsformore.co.uk

THE NATION’S FAVOURITE CRISP BRAND2

1 The total RSV for Walkers Crisps vs nearest competitor (Nielsen Scantrack, value sales MAT WE 09.09.18) 2 Based on Total UK Sales data. Walkers were the best-selling crisps brand as recorded by Nielsen (52 Weeks date to 15.06.19) excluding ROI

Jason Sichel, Spar, Holmer Green, Buckinghamshire

“BY stocking fewer, better-selling products, we’ve seen our sales go up. I have reviewed year-onyear data from June 2018 and have seen sales grow 22.4%. Bearing in mind, we’re comparing the poor weather of this year against a really hot period last year, I feel confident that we are likely to continue to see growth.”

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S â&#x20AC;&#x2122; K U E TH

1 . O NECIALITY

SP INK* DR

Halloween is the

no.2 occasion for spirits, after christmas**

ENJOY RESPONSIBLY *Source: AC Nielsen, Total Coverage, Volume Sales, MAT to 15.06.19 **Source: AC Nielsen, Total Impulse, Value Sales, MAT to 23.03.19

CATEGORY ADVICE HALLOWEEN

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

THE PRICE IS FRIGHT PRIYANKA JETHWA outlines three ways you can make the most out of Halloween sales

SCARILY GOOD OPPORTUNITIES HALLOWEEN has cemented itself as the third-biggest sales opportunity in the convenience channel, as people of all ages go above and beyond to host the biggest and best parties. According to Mark Roberts, trade marketing manager at Peretti Van Melle, last year Halloween category sales grew 5.2% and saw an incre-

mental uplift of £90.5m, of which sugar confectionery was a key driver. “Confectionery was up 5.1% across Halloween 2018, driven by increases in frequency, volume per trip and footfall, and we’re expecting this uplift to continue this year,” he explains. But confectionery is only

part of the equation. Getting your alcohol and sweet bakery right in time for the period is also crucial. According to Diageo, the gift market in the UK is now worth £3.2bn, proving there is a massive opportunity for retailers to up sales by increasing their focus on premium lines. Moreover, for children com-

ing into store or parents making cakes for their kids to take to school, retailers can offer a range of Halloweenthemed bakery sweets.

W O O O O N P U K C ST O

F OR

H A LLOWEEN !

*Source: IRI MarketPlace Convenience GB, Sugar Confectionery, Unit Sales, 52 weeks ending 14th July 2019

* L E N N IENCE CHA

N E V N O C E IN TH D N A R B T E E W S Y W No.1 CHE

N O L L U THE F

CATEGORY ADVICE HALLOWEEN

ALCOHOL HALLOWEEN is the secondbiggest drinking occasion, after New Year’s Eve, which naturally presents a huge opportunity for stores to drive higher sales. Halloween is particularly popular among 18-to-25year-olds, which is why the cider category tends to receive a spike in sales as students opt for more refreshing and fruity tastes. James Hick, marketing manager at Concha y Toro, says Halloween sees a major uplift in sales of the company’s red wine variety, Casillero del Diablo, having become the secondlargest sales occasion after Christmas for the brand. He explains: “With its ‘Wine from the Devil’s cellar’ tagline and imagery, it is the perfect wine brand for consumers looking for a

bottle to take to a themed party. “Generally speaking, recognised branded red wines will sell more over this period, especially as the weather is turning colder and people are starting to drink more red wine.” Diageo advises that in the run-up to Halloween, retailers should stock a range of spirits in smaller pack sizes. In its recent drinks report, Heineken highlighted that 40% of consumers now serve cocktails pre-dinner when entertaining, so whether it is celebrating in or out of the home, key calendar events are important in driving premium alcohol sales.

top tipS Category and shopper marketing director at Heineken Toby Lancaster’s top alcohol tips In the run-up to Halloween, you should ensure the event is promoted in store and on social media to remind customers to purchase. Ensure you post regularly on social media to remind shoppers about upcoming events and must-stocks. Using creative PoS and having clear signs directing customers to the beer and cider fixture means you will not lose out to competitors. Posters and decorations will help to create a festive feel in the store, increasing store dwell time and spend.

the stat

5.1%

How much sales of confectionery increased from 2018

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

CATEGORY ADVICE HALLOWEEN

SUPPLIER

CONFECTIONERY ONE of the biggest sales drivers within confectionery during Halloween is sugar candy, with sales having topped £30m. Susan Nash, trade communications manager at Mondelez International, says new to this year is Bassetts Soft Jellies Scary Safari and Maynards Bassetts Dead Chewy. “The Maynards Bassetts

Soft Jellies range is currently worth £2.6m and these new bags tap into the growing trend for permissibility in confectionery products,” she adds. Also back on shelf for 2019 is Haribo’s seasonal twist for Starmix and Tangfastics. Claire James, trade marketing manager at Haribo, explains

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

VIEW

that while all-year-round treats are popular, novelty is still welcomed. “Trick-or-treating goods and party treats peak in the week running up to the occasion and on the day, so make sure your visibility of Halloween treats are good, and secondary displays are in place.”

Chloe Smith, celebrate brand manager, Mars Wrigley UK “PREMIUMISATION is one of the biggest trends in confectionery and looks set to continue. However, given shoppers at Halloween are often preparing to host a large number of people, shopper decisions at Halloween are often driven by whether a product is from a recognised brand that their guests love and whether the price is right. “‘Fun size’ is the most relevant format at Halloween, worth £30m, and fun-size chocolate is growing by 8.7% year on year. “Our Fun Size Favourites Variety Box is expected to generate £2.3m in sales this Halloween and the new tradeup range will include Skittles Fruits, Skittles Darkside, Milky Way, Magic Stars and Twix, so we’re confident it will excite Halloween shoppers through the use of our family of brands in a format perfect for Halloween.”

top tipS Trade marketing manager at Perfetti Van Melle Mark Roberts’ top confectionery tips £1 packs are still vital to Halloween confectionery sales, but be sure to offer a wide range with opportunities to trade up to bigger pack sizes as sharing is key. Ensure you appeal to a wide range of ages and demographics as Halloween’s consumer base is growing. Stock products that are individually wrapped as these work well for trick-ortreaters and parties, and build on the growing trend for portion control. In-store displays that feature trusted brands will grab the attention of shoppers and are a great way of incorporating all-yearround lines.

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CATEGORY ADVICE HALLOWEEN

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

SWEET BAKERY SEASONAL baking is a key driver for the category, with occasions such as Halloween and Christmas seeing huge peaks in sales. Jen Brown, head of marketing for cake and dessert at Dr Oetker, says Halloween is also one of the most fun times in home baking, offering consumers the opportunity to express

their creativity through spooky bakes for parties. “Families are a key demographic for Halloween, as parents bake with their children for parties, bake sales or even trick-or-treaters, therefore the fixture should be bright and fun to appeal to these shoppers. “The key sectors for the home baking category at Halloween

are those aimed at fun kids’ baking, such as seasonal decorations, food colours, modelling icing and decorating icing.” If you don’t have a spare bay to dedicate to baking goods, suppliers such as Aryzta offer ready-made themed muffins, supplied frozen for thaw and served in case sizes of 30. Paul Maxwell, marketing

manager at Aryzta Food Solutions, says: “Our limited-edition Otis Halloween Muffin taps into this demand for indulgent seasonal treats. Retailers can generate sales of the muffin as part of an incremental deal, meaning there’s plenty of opportunity to maximise sales from in-store bakery this Halloween season.”

top tipS Head of marketing for cake and dessert at Dr Oetker Jen Brown’s top bakery tips With baking being a highly seasonal category, seasonal aisles are a great way of driving event sales across multiple sectors. Smaller retailers can replicate larger retailers with a dedicated space in store for specific events. A Halloween fixture is a great opportunity for retailers to experiment with creative PoS. Consumers planning a Halloween party visit the seasonal section to purchase the items they are looking for, such as decorations, costumes and confectionery, as well as look for inspiration. This is a great opportunity to crossmerchandise, increasing sales across multiple areas from a range of customer demographics by driving impulse purchases and inspiration at the fixture.

CATEGORY ADVICE SNACKING

ACADEMY IN ACTION

Three-month follow-up:

EFFECTIVE RANGING

FINDING THE RIGHT BALANCE Healthy snacks might be growing in popularity, but TOM GOCKELEN-KOZLOWSKI finds the old favourites still have an important place

Earlier this year, the IAA and COCA-COLA EUROPEAN PARTNERS (CCEP) visited RANJ HAYER’s store in Somerset to help him improve his ranging. Three months on, we find out what he has achieved

IAA ADVICE 1

Work with suppliers to develop a mix of PMPs and multibuy promotions.

Use social media to target new product recommendations.

Review ranges at category level by working with suppliers.

THE RESULTS

year-on-year CCEP analysed and increase in soft tweaked my range, drinks sales helped me introduce a multibuy promotion on CCEP 500ml products and I’ve noticed a 5% year-on-year increase. I now promote new lines, such as Coca-Cola Energy, on social media and engagement is up by 20%.

PARTNER ADVICE

BIG BUSINESS SNACKS are big business – the biscuits category alone is worth £3bn – and, according to retailers and suppliers, this opportunity is set to keep growing. Brands that were once niche – premium crisps and biscuits – now have taken their place in the core range for many retailers. Meanwhile, trends from on the go to meal deals and the decline in the classic three meals a day all mean there are ever greater opportunities for convenience stores.

Just take pot snacks, such as Pot Noodle, as an example. 209,000 people on average will eat a pot snack each day, and 82% of pot snacks are brought on impulse, showing what a great opportunity this category is for convenience stores. Challenges remain, however. A much-discussed report in the British Medical Journal this month suggested a 20% ‘sin tax’ should be added to sugary snacks to combat obesity, a move that could challenge this category’s growth. Suppliers are already

meeting the growing demand for healthier options in store, however, and a whole new set of products – from niche suppliers right up to the biggest players – are catering to a changing market. So, is it time to switch your range to healthier snacks? What merchandising tips can help grow sales? Retail Express speaks to key experts to find out.

Ranj is a passionate retailer and it’s great to see that the changes to his range and display have helped improve sales. Ensuring your range and promotions are right for your shoppers are key to driving sales.

Sam Southgate Wholesale & Convenience Activation Lead Coca-Cola European Partners

SATISFY YOUR TARGET SHOPPERS Call us on 020 7689 0500 to find ways to ensure your range encourages return visits and how you can be a part of the next visit programme.

Next time: Digital Engagement

ACADEMY IN ACTION

CATEGORY ADVICE SNACKING

RETAILER

VIEW

Harj Gill, Select & Save The Windmill, Birmingham

Three-month follow-up:

STAFF DEVELOPMENT In May, the IAA and NFRN visited ANIL PANKHANIA’s store in west London to help him improve how he develops and rewards his team. We find out what’s happened since the visit

IAA ADVICE 1

Create job descriptions that promote skills learned within the job.

Empower the store manager to take a bigger role in recruiting new staff.

Reward staff for sales successes in their areas of the shop.

THE RESULTS

BALANCING HEALTHY AND TRADITIONAL SNACKING OPTIONS BEN McKechnie, boss of Epicurium Wholesale, spends much of his life looking for the next big trend in healthier snacks. For him, investing in a healthier range is now unavoidable. “Healthy snacking isn’t going away,” he says. Epicurium stocks many niche brands, but Mondelez International, Burtons Biscuits and Pladis are all focusing on better-for-you products, too.

Protein snacks – both fuller-for-longer and exerciseorientated bars – are still a cornerstone, McKechnie says, but consumers are also more interested in the ingredients and provenance of the snacks they buy. Yet not even McKechnie recommends replacing existing bestsellers with healthier products. He agrees that tradi-

tional snacking will retain “the lion’s share of shelf space” for the foreseeable future. In Warrington, Julie Atkinson, of Hollins Green Community Shop, is one store so far immune from the trend. “We get a lot of older customers who come in looking for something more luxurious, so we stock Border Biscuits and Farmhouse biscuits. When it comes to sa-

voury snacks, we stock crisps and nuts, which are picked up by schoolchildren in the morning on their way to the bus.” What’s the conclusion? With a booming snacks market driving sales, finding space for healthier snacks is important – as long as it’s not at the expense of the rest of your range.

team members hired since visit

I empowered my store manager, Hassan, to take responsibility for the IAA benchmarking and finding ways to improve. He’s more involved in recruitment, and by talking about the skills you learn working in a shop, he has recruited two new team members.

SUPPLIER

VIEW

PARTNER ADVICE I’m delighted to see the progress Hassan has made under Anil’s guidance. Good staff are a valuable resource – to get the most out of them you must invest in training and spend time developing them.

“I’M looking for PoS for a protein and healthy snacking bay from either a wholesaler or supplier, which will help the area stand out. To start off, we’re giving this section one metre or 1.2 metres, but I won’t remove any space from our confectionery or the rest of our range because this is also in growth. “Snacking in general seems to be up, so it’s not as if people who were buying Hula Hoops are now going for French Fries or another low-calorie option, it just seems like more of us are snacking full stop.”

Hazel Detsiny, vice president market foods & tea, Unilever

Muntazir Dipoti Vice-President NFRN

CREATE A THRIVING TEAM Call us on 020 7689 0500 to better train, develop and reward your staff, and see how you can be a part of the next visit programme.

Next time: Service to the Community

“LIFE is hectic, so it’s no surprise that the food-to-go market is booming. Traditional mealtimes are being replaced by a ‘grab and go’ mindset, whether that’s breakfast on the go, alfresco-style lunch or a quick snack in the afternoon – changing eating patterns demand new products. “It’s a particularly exciting time to be part of the minimeals category, which is currently worth almost £200m, and there’s so much potential to grow even further. “We’ve completely rethought our range, moving beyond the classic Pot Noodle and into a completely different realm with new flavours, new base ingredients such as rice, and even lower-calorie varieties. “We’re a one-stop shop when it comes to mini-meals; we adapt and innovate, which is why we have the title of being the UK’s number-one instant-pot supplier.”

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FIVE PIECES OF ADVICE ON EFFECTIVE RANGING AND MERCHANDISING 01

Find space for new products Category growth is leading to a whole host of new products. Pladis – owner of brands including McVities, Flipz and Godiva – is a great example. Flipz Salted Caramel (RRP £1.50) is an extension of the American favourite, building on first-year sales of more than £12m for the brand. McVities Digestive Twists (RRP £1.25), meanwhile, brings new flavours to the Digestives brand including Chocolate Chip & Caramel Bits and Chocolate Chip & Coconut. Supported by big marketing budgets, stores can use launches like this to drive sales in store.

Try out a ‘snack deal’ From Boots to M&S, meal deals have been big success stories on the high street. Marina Love-Smith, Natural Balance Foods marketing director, says stores shouldn’t be restricted by this promotional dynamic, however. “There is a common misconception that shoppers are only looking for the generic three-item meal deal, however combining a snack with a drink would also entice shoppers,” she says. Love-Smith points to data showing 72% of healthy snacking shoppers want linked deals.

Breakfast snacks help drive morning sales Innovations in the snacking market are helping stores stock on-the-go breakfast options for busy consumers. New arrivals in Mondelez’s Belvita range include both Raspberry & Chia Seeds and Blueberry & Flax Seeds (RRP £2.79 for a six-pack) alongside a Chocolate Chip with 30% less sugar variant (RRP £2 per five pack). The launches have been supported throughout 2019 by a £3.5m marketing campaign. Another big on-the-go breakfast success has been Weetabix On The Go.

Stock mini varieties to help portion control Favourite treats and snacks can still have a place in a healthy lifestyles and new smaller formats are one way of helping. “Many of Burton’s bestselling brands, such as Jammie Dodgers and Maryland Cookies, are available in mini bite-size or individual portions, making them the perfect snack as part of a balanced diet,” says Isabel Lydall, category and insights controller at Burton’s Biscuit Company. Two ‘treatier’ products – Maryland Chocolate Cookie Bars and Maryland Oaty Cookie Bars – extend these options.

Investing in display is vital Whichever trend wins in your store, snack buying is still a mostly impulse purchase – and that means good-looking products, well merchandised, will always have the best chance of selling. “A prominent, eye-catching display can be as important as the product itself as buyers are often time-poor,” says Suzie Carlaw, marketing manager at Border Biscuits. The company recently updated its packaging and logo, and it isn’t alone – Belvita has also undergone a refresh.

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PROFILE

24 SEPTEMBER-7 OCTOBER 2019 betterRetailing.com

RETAILER PROFILE UMANG SHAH TUDOR LIBRARY Location: South Croydon, Surrey Shop size: 1,300sq ft Bestselling lines: Stationery, greetings cards, and news and magazines

‘MAGAZINES ARE STILL VITAL TO OUR BUSINESS’ DARYL WORTHINGTON WITH around 30 metres of the store devoted to magazines, the Tudor Library in South Croydon is proof that talk of print dying is greatly exaggerated. “I’d say magazines, greetings cards and stationery are the three most important sections in our shop,” says Umang Shah, who has run the shop for three months with his wife, Seema. “A lot of our customers tell us we have the biggest magazine collection in Croydon, even bigger than the one at WHSmith in the town centre.” Of course, having such a big news and magazines selection is pointless if you don’t have the customers to match it. Fortunately, that’s not a problem for the Tudor Library, named for the fact that when the shop opened in the 1930s, there was a lending library on site. Previous owner Mr Patel ran the shop for 35 years with his daughter-in-law, Heena, establishing the store in the community. This helped Umang and Seema hit the ground running.

“We have a rocking horse kids’ ride outside the store. It’s been there for so long, that we have customers giving their children a ride on it now who remember going on it when they were kids,” says Umang. “When we took over the shop, I thought we might reduce the magazines and greetings cards. However, we had customers saying to us, ‘Please don’t reduce the magazines, you’re the only place we can get them.’ “The greetings cards also do well with our customers, and offer a good margin, so we don’t want to reduce that, either. “As for the stationery, we have some schools nearby, and it’s popular with students.” This drive to give the community what they need goes through the store. They run

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a magazine subscription service, as well as a home news delivery that has a total of 11 paper rounds. “We have some big commercial customers for the paper round, including a care home, hotels and the local library, alongside 200 local customers,” explains Umang. “Our home news delivery isn’t declining. Since I took over, we’ve actually added some new accounts.” In the short time Umang and Sheema have run the store, they’ve already made

THE STORE OFFERS A WIDE RANGE, SO CUSTOMERS CAN GET EVERYTHING THEY NEED

changes which have quickly proven a success. “We’ve built up the fresh sandwich selection and other food-to-go products such as samosas and Rustlers, and the soft drinks,” explains Umang. The result has been an increase in impulse purchases, with more customers picking up food or drink as they come to use the store’s post of�ice, or buy their magazines. “In the morning, we have a lot of students coming in, and there are a lot of builders who are working in the local area. If they go to the local supermarket to pick these things up, they’ll have to queue. We can offer a quicker service, and they can grab other things they need while they’re here,” continues Umang. “The store offers a wider range, from gifts to confectionery to newspapers. It means when customers come in, they can get everything they need,” concludes Umang.

your 1 Meet customers’ needs Umang says: “There used to be a WHSmith and a post office here, but they closed down. We have a post office in store, and supply a lot of the things WHSmith used to stock.” on your 2 Focus store layout “We used to have our toiletries and health and beauty products at the back of the store. We moved to a much more prominent position, opposite the tills. It’s paid off and sales have gone up.”

To see more photos of the store, go to betterRetailing.com/storeprofiles/tudor-library-surrey

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in store 3 Offer services “We don’t get much from our post office in terms of commission, but it brings people into the shop and they’ll spend elsewhere. We also offer services such as printing and copying,” he says.

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