Retail Express - 26 January 2021

As UK health secretary vows to include shop workers in vaccine ‘priority’ talks, independent retailers plead:

‘PROTECT US BEFORE IT’S TOO LATE’

26 JANUARY-8 FEBRUARY 2021 STRICTLY FOR TRADE USERS ONLY

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COVID-19 INSURANCE RULING

FACE MASK ENFORCEMENT

STORE SECURITY ADVICE

Retailers set to receive payouts in latest ‘massive’ court case decision

Stores urged to communicate rule with posters to avoid potential abuse

How the pandemic has changed in-store security measures for good

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BACK PAGE

FORECOURT FOCUS How to turn your forecourt from a grab-and-go site to a one-stop shop

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FORECOURT FOCUS

go to Convert grab and stay and shop, p17

but petrol Hybrids did well, d in 2020 gle ug and diesel str

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by BEV, PEV and had on respectively (MHEV) ac- followed combined, and lenges that 2020 has electric vehicles in HEV at 17.5% 11%. the new car market sta- tually saw a 137.4% rise at MHEV then new Britbeen revealed in the So- new registrations.

According to SMMT, by elecof tistics published Similarly, battery plug- ain’s most popular class ciety of Motor Manufactur tric vehicles (BEV), vehi- car remained the supermini, (SMMT). market electric ers and Traders retaining a 31.2% mar- in hybrid The UK’s new car third cles (PHEV) and hybrid share despite a 25.9% dea The ket fell by just under annual vehicles (HEV) all combined in registrations. the increase in cline (-29.4%), while to saw a 66.7% s. Indeed, best-selling car across folFiesta, registration registrations dropped year was the Ford December new Corsa. plug-in hybrid 1,631,064 units. drop, battery and combined ac- lowed by the Vauxhall cars alone had a 10.9% electric fell in which meant demand low- counted for more than one lost year to the as a s – compared A by 680,076 units s 10 registration 30 in 2019, “2020 will be seen est number of registration to around one in ‘lost year’ for automotive, under panto SMMT. since 1992. the in- according for battery elec- with the sector shutdown According to SMMT, ced Demand total turnogrew by demic-enfor undustry suffered a tric vehicles (BEVs) units, for much of the year and ver loss of £20.4bn. all bad 185.9% to 108,205 over future trading s of plug-in certainty their toll,” However, it wasn’t and while registrationrose 91.2% conditions taking SMMT (PHEVs) news for the car industry, said Mike Hawes, and diesel hybrids while new petrol 66,877. to sufshare, chief executive. rollout vehicle registrationsbe said In terms of market pet“However, with the cost fered, the same can’t cars. the changes haven’t for alternatively fueled

26 JANUARY-8 FEBRUARY 2021 STRICTLY FOR TRADE USERS ONLY

Lockdown third round rst not as severe as fi

Electric forecourt opens for business

e Asda signs biomethan contract for trucks

biomethsimilar steps into contracted Air Liq- ane trucks by the likes of John UK’s ASDA has in is paired with the to install and operate Lewis, Waitrose and Argos opened its court solar farm uide distribution GRIDSERVE has in �irst subsidy-free in 2020, with renew- six biomethane on recent years. are �irst electric forecourt, from �irst imposed in Clay Hill, providing via the stations to refuel trucks Once the new facilities numbers of people Braintree, Essex.

ACCORDING to �igures to the site which is schede’ Insurance, greater its sites. energy able energy in ‘Covid-secur set to operational, 2021, RAC Blackbox The sustainable National Grid.

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“In addition, with Situated just off average-size electric �igures Air Liquide will install of the a number of car manufacturpublic transport, allows 36 elecand Nevertheless, the today. on six including Volkswagen reduction in avoidingwill inevitably be the forecourtto be charged at on the market site includes a ethane stations still equal a 22% which refuel ers, have released cars that The forecourt for tric vehicles to normal, there retailer’s 15 sites, Audi, car use compared week of far more people opting of the same time through high- retail space hosting WH Smith as well as some t be fuelled by biomethane. up Boots, Asda’s trucks based on the �irst This follows can the safer environmen dif- power chargers delivering Travel, Costa Coffee, of its partners’.

February 2020. car. Together, these the to 350kW. and Gourmade. latest na- the Fore- Post Of�ice help account for “The feel of this The Braintree Electric is very ferences roads.” tionwide lockdown busier was which different to that

grown your sales forecourt that have big changes in your l@newtrade.co.uk Have you made any 7689 3390 or at editoria Let us know on 020

and profits?

As UK health secretary vows to include shop workers in vaccine ‘priority’ talks, independent retailers plead:

‘PROTECT US BEFORE IT’S TOO LATE’ P3 COVID-19 INSURANCE RULING

FACE MASK ENFORCEMENT

STORE SECURITY ADVICE

Retailers set to receive payouts in latest ‘massive’ court case decision

Stores urged to communicate rule with posters to avoid potential abuse

How the pandemic has changed in-store security measures for good

P2

P5

BACK PAGE

our say

Megan Humphrey, editor

Indies bearing brunt of relaxed supermarket rules IT’S been nearly a year since the pandemic started, and small shops are still having to deal with mixed messages.

Store owners have expressed new difficulty in getting customers to wear masks, following increased enforcement from supermarkets.

Most of the major multiples have now announced they would deny entry to anyone refusing to wear a covering, unless medically exempt. Sainsbury’s and Morrisons said they would also be rolling out security guards to store entrances to help.

Anything that increases customer safety is a good thing, but I’m unsure why supermarkets relaxed the rules in the first place, as independent retailers certainly didn’t.

If the big guys aren’t following the rules, then what hope is there for smaller shops? They are struggling as it is with enforcement, often experiencing verbal abuse.

They also don’t have the privilege of hiring security guards. If they did, they’d be looking at paying out an extra £900 a IF THE BIG week – impossible right now.

GUYS AREN’T To add fuel to the fire, policing minister Kit Malthouse made a FOLLOWING THE U-turn last week stating the police RULES, WHAT would in fact be on hand to help customers enforce mask wearHOPE IS THERE? ing, despite last year claiming it wasn’t their responsibility.

With everybody following different rules, it’s no wonder retailers feel frustrated right now.

However, we have an extra page of news in this issue advising stores how to best communicate the mask rule to customers, in a bid to reduce any confrontation.

The five biggest stories this fortnight 01

Stores given ‘lifeline’ in insurance court case ruling

MEGAN HUMPHREY TENS of thousands of businesses are set to receive insurance payouts covering losses brought on from the pandemic, following a Supreme Court ruling.

The test case, started last June, examined whether wordings used in policies covered closures and business disruption during the �irst lockdown.

The Financial Conduct Evans, described the ruling as Authority initially ruled in a “massive win” for small favour of small shops in Sep- businesses.

He told Retail Express: tember, highlighting that most were entitled to claim “Businesses should be conagainst their insurance cover, tacted automatically by their or receive compensation for provider to discuss receiving compensation, but if they denied claims.

Despite appealing to the aren’t, they should make diHigh Court, the insurance rect contact themselves.”

Evans added the speed of providers lost the case two weeks ago. Capital Law’s getting a pay-out is dependassociate solicitor in com- ent on the attitude of the inmercial disputes, Richard surer and the policy itself.

“If the business is arguing by analogy rather than policy wording then it could take longer,” he said.

The insurance companies involved in the case include Arch Insurance, Argenta Syndicate Management, Ecclesiastical Insurance Of�ice, MS Amlin Underwriting, Hiscox Insurance Company, Royal & Sun Alliance Insurance and Zurich Insurance.

To find out if you are eligible for compensation for closure during the pandemic, call Retail Express on 020 7689 3357

FOR MORE ON HOW TO APPROACH THE FACE MASK RULE WITH CUSTOMERS, TURN TO PAGE FIVE @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor 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

Sales support executive Charlotte Brady 020 7689 3382 Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

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

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.

Horizon errors

POSTMASTERS are still re- 2019, and I’m having more porting errors with Post Of- losses than I did before.”

A PO spokesperson said the �ice’s (PO) Horizon system.

Providing evidence to the company is not being complalatest government inquiry cent about the ongoing issues. into historic issues with the “Helping any postmaster who till system, postmaster Shann experiences problems is at the Brede said: “I’ve been keeping forefront of changes we have records since 12 September been making,” they said.

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relief was unsuccessful due to council errors. Nearly 260 councils responded to a Freedom of Information request by the �irm. More than 60% (163) gave a backdating period different from the government’s advised 1 April 2012 cut-off point.

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

Evictions ban

LANDLORDS remain banned from evicting retailers from their premises until the end of March.

Communities secretary Robert Jenrick announced the extension last month, giving landlords and tenants two

Failed Covid-19 relief

COUNCILS across England have failed to provide stores with backdated small business rates relief and owed Covid-19 grants.

Ian Sloan, of chartered surveyors Bankier Sloan, revealed attempts to claim the correct value of backdated

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

Account manager (new business) Jimli Barua 020 7689 3364

Account manager Adelice Tatham 020 7689 3366

Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85

02

months to come to an agreement on unpaid rent. This is the third time the government has extended its deadline.

ACS chief executive James Lowman said: “This is especially relevant to shops in city centres and transport hubs.”

05

Tesco mag cull

TESCO is to make a “dras- “have been a problem for a tic” reduction in the number long time”.

Asked about the cuts, a of magazines stocked in ExTesco spokesperson said: “To press sites.

Several publishing insiders ensure we are stocking the told Retail Express a range products and ranges customreview was underway in the ers need at this time, we are supermarket, adding the cat- reducing the magazine space egory in affected Tesco sites in some of our Express stores.”

@retailexpress facebook.com/betterRetailing

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

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

Retailers getting vaccine is a ‘matter of urgency’ MEGAN HUMPHREY RETAILERS have called on the government to grant them priority in receiving the Covid-19 vaccine, as they continue to put themselves at risk serving their communities.

Last year, the government published its priority list outlining who would be �irst to receive the vaccine.

Top of the list were older adults in care-homes and care-home workers, followed by all those who are 80 years of age and over, then health and social care workers.

Since the initial rollout on 8 December 2020, more than 2.4 million jabs have been administered across the country.

Mo Razzaq, owner of Jack’s of Blantyre, described the need to vaccinate retailers sooner rather than later as as “a matter of urgency”.

He told Retail Express: “We are interacting with more of the public than ever. This means we have greater exposure to the virus, and we need to be considered for the second wave.

“I’m not saying at all that we should receive it before those with health issues, but we should at least be considered because of the work we are carrying out.”

The government revealed last week they would consider occupation

when deciding who would be categorised into the second phase.

Speaking in the House of Commons, health secretary Matt Hancock praised the work of retailers during the pandemic.

“I want to thank shop workers in essential shops who have to be there for all of us, even in these dif�icult times when the virus is widely spread,” he said.

“We will be looking very carefully at those professions that will need to be priortised in phase two of the prioritisation programme.

“We will look at teachers, police and others, but we will also look at shopworkers and will make decisions based on the data.”

Home secretary Priti Patel has since said there was “a lot of work taking place in government right now” to ensure frontline workers are moved up the priority list.

Some retailers are already reported to have received the vaccine. John Grice, owner of Quix News in Cleethorpes, said: “I’ve had my jab. It was ef�iciently planned – I was in and out in about �ive minutes.”

Trade union Usdaw’s general secretary, Paddy Lillis, stressed the vaccine would help retailers struggling to protect their business from closures due to illness.

“From our conversa-

03

GOOD WEEK TOP-UPS: Payzone and Post Office have partnered with renewable electricity provider Bright in Northern Ireland. As a result, retailers will be able to now process top-up payments for Bright customers in store by swiping customers’ top-up cards.

Affected retailers will be sent a guide on how to do so. Payzone’s commercial director, Simon Lambert, said: “We believe the move will be an attractive option for customers and will ultimately increase footfall for Payzone retailers and Post Office branches.”

ASDA: The supermarket has become the first multiple to operate a coronavirus vaccination centre in store. From 25 January, an in-store pharmacy in Birmingham will administer 250 jabs per day, seven days a week.

Public Health England revealed they are assessing other Asda sites that could also support the vaccination programme.

BAD WEEK

tions with employers, we are aware that the sector is currently suffering from incredibly high sickness absence rates as a result of Covid-19,” he said.

“So, the second phase of the vaccine rollout must re�lect the risks linked to occupation.”

Government advice states if anyone develops symptoms in the workplace, they should be sent home and advised to follow the stay-at-home guidance and seek a test.

If they test positive, other members of staff are

likely to be contacted by NHS Test and Trace and asked to self-isolate.

However, new community lateral-�low testing being offered by local councils is being considered as an alternative to keep retailers safe.

In December, 113 councils across the country started offering the service.

Sophie Towers, of Kibble Bank One Stop in Burnley, told Retail Express the service has made a real difference to her staff’s attitude working in the pandemic.

“It’s a drop-in open Mon-

day, Friday and Saturday and my staff have all been,” she said.

“They receive their results through a text message within two minutes.”

She added: “They’ve tested negative for Covid-19 and they’re feeling really good. It’s making them feel more con�ident because they live with elderly family members and children.”

To sign the petition asking for frontline staff to be priortised, go to petition.parliament.uk/ petitions/567426t

SCHOOL MEALS: Independent retailers have once again been excluded from the latest government plan to provide school meal vouchers. Following uproar into inadequate food parcels being provided by catering and convenience store operator Compass Group, parents can instead opt for £15 in food vouchers to spend at supermarkets. The failure to include independent shops could is likely to create ‘food deserts’ for struggling households.

WORLDPAY: Retailers with IT Retail Systems EPoS are to have support for Worldpay card services suspended at the end of this year. The news comes as the two companies’ commercial relationship comes to an end.

Worldpay is advising retailers to contact it to organise a transfer to a different payment partner.

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

NEWS

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myHermes 2p commission slammed MEGAN HUMPHREY RETAILERS have hit back at a new 2p commission being offered by myHermes as part of its new parcel bagging process, in partnership with Amazon.

Store owners accepting a returned Amazon parcel are now expected to take it without any packaging and re-bag it with those provided by myHermes.

The retailers must then scan the QR code presented by the customer, print and stick it to a receipt, ready for collection.

Atul Sodha, owner of Peverills Londis Hare�ield in Uxbridge, told Retail Express he was “insulted” at the commission offered.

“How dare they insult us by offering such little money, especially during a pandemic,” he said. “I’m not going to push a service when they

aren’t making the effort to invest in us.”

Sodha said operating the process is time consuming. “I already have issues with older customers who can’t �ind the right codes,” he said.

“This is never taken into consideration by companies.

At times I’ve spent 20 minutes trying to help one customer.”

Retailers also expressed concerns the process makes it harder to adhere to coronavi-

IT’S ANYTHING BUT AVERAGE

BENCHMARKING IS NOW OPEN!

#IAA21

rus hygiene standards.

“There’s so much touching that needs to be done which makes it harder for us to keep ourselves and our customers safe,” said Sodha.

Retailers receive the extra 2p on top of the usual 35p commission offered for handling parcels.

The news comes two months after parcel provider UPS was slammed for introducing a similar service with

no added commission.

When approached by Retail

Express, myHermes declined to comment.

Southern Co-op trials A TOTAL of 18 Southern Co-op stores are now using facial recognition software Facewatch to reduce retail crime.

Limited trials are also being carried out across more stores as a result.

The system sends an alert to

store staff when someone on the speci�ically-created watchlist walks through the door and is seen on CCTV. The technology is also being trialled in a Budgens convenience store.

If you are interested in installing Facewatch, call Retail Express on 020 7689 3357

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 2020/21: 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

IPHONE TRAFFIC LIGHT SUCCESS

A NORFOLK retailer has created and installed his own traffic-light system from an old iPhone box.

Mike Hemsley, of Itteringham Village Shop, bought the parts from eBay for £12.

He told Retail Express: “It’s made from an old iPhone box and LED circuits.

It’s inexpensive, but more importantly customers have reacted well to it. When you ask them not to come into store, they can sometimes get confrontational. Before

they just ignored messages about customer limits.”

Festive sales boom DECEMBER was the busiest month on record for UK supermarkets, with £11.7bn spent on groceries.

Data from Kantar showed the impact of the government order for families to stay at home over the festive period.

During the 12 weeks to 27 December, 6.5 million

households bought turkeys for Christmas, but spend on whole birds was down 5%, with sales of pork roasting joints up by 19%.

Lidl led overall market growth (+20.9%), followed by Morrisons (+9.2%), with Asda experiencing the slowest increase (+5.3%).

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

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‘Stores should communicate mask rule with posters’ MEGAN HUMPHREY RETAILERS have been urged to put up posters to help enforce the face mask rule in stores during the coronavirus pandemic.

The news comes as major supermarkets announced last week they would be increasing enforcement across all their stores due to the latest lockdown.

Tesco, Asda, Waitrose, Morrisons and Sainsbury’s have all said they would be denying entry to shoppers who don’t wear a covering.

In addition, trained security guards are to be placed at the entrances of Morrisons and Sainsbury’s stores.

However, independent retailers hit back at the plans, claiming it was harder for them to enforce due to a growing threat of abuse.

Serve Legal director Ed Heaver advised retailers to approach enforcing the rule as they would making an agerelated sale.

He told Retail Express: “Stores currently use posters to communicate to customers the rules that will be enforced in store. This message should be communicated before points of entry, with high-visibility and repetitive signage.”

Heaver added that by maintaining communication, retailers can protect themselves from being blamed.

“Staff members have objective rules to follow so that it is clear that they are not to blame for the decision not to serve a customer without a face mask,” he said.

The government �irst made it compulsory for customers in shops in England to wear face coverings last July.

Symbol groups Nisa, One Stop, Spar and Costcutter all con�irmed to Retail Express they were continuing to support stores in adhering to government guidelines.

One Stop has implemented a ‘no mask, no entry’ policy in an effort to strengthen its policy.

Last week, policing minister Kit Malthouse reassured retailers that the police would be on hand to deal with dif�icult customers if needed.

He said “700-odd” �ines had already been handed out by of�icers “in that kind of setting”.

To download a poster from the ACS for your store, go to acs.org.uk/advice/ face-coverings

Local paper exposes store selling illicit A CONVENIENCE store in Kent has been exposed for selling illegal tobacco.

The discovery is the result of an investigation run by regional newspaper the Kent Messenger.

An undercover reporter was offered illegal products at almost half the market value at Euro Market in Folkestone this month.

The reporter successfully purchased 50 grams of Golden Virginia and Amber

Leaf for £34 for analysis.

Neither package contained the ‘UK Duty Paid’ label which is required as part of UK law, and both advertised headquarters in Belgium.

In addition, the retailer in question offered future discounts if the reporter recommended the goods to a friend.

In response, JTI’s �iscal and regulatory affairs manager, Ian Howell, told Retail Express: “The Kent Messenger

has highlighted the continued availability of illegal tobacco products in the region, which is also replicated across the country.

“Retailers who sell illegal tobacco damage the sales of legitimate business and we hope Trading Standards will follow up on the �indings.”

The news comes two weeks after the launch of Retail Express’ campaign ‘Stubbing out illicit’.

Photo credit: Google Maps

STUBBING OUT

ILLICIT

If you know an illicit seller undermining trade in your area, please call Retail Express on 020 7689 3357, or alternatively call Citizens Advice on 0808 223 1133

ACADEMY IN ACTION

PRODUCTS

06

Mr Kipling’s Easter cakes PRIYANKA JETHWA

Three-month follow-up:

SHOP LAYOUT In October, the IAA and RETAIL EXPRESS visited PRIYANKA MOHANAN’s shop in Macclesfield to help improve the flow of her store. Twelve weeks on, we find out what she has achieved

IAA ADVICE 1

Trial a one-way system to improve customer flow and safety.

2

Create signage to highlight complementary products on offer.

3

Link evening meal products together, using signs to promote them.

THE RESULTS

21%

PREMIER Foods is back with its Easter range across its Mr Kipling and Cadbury Cakes brands, which together commanded a 3.4% share of the Easter category in 2020.

Cadbury, the number-one Easter cake brand in the UK, will be back with its Creme Egg Easter cakes selection.

This includes the return of the confectionery company’s Creme Egg two-pack cupcakes, which grew by 20% in value last year, Creme Egg Choc Cake, and new Creme Egg Cakes (RRP £2), and a new Creme Egg Chocolate Gateau (RRP £3).

Mr Kipling will also be add-

ing two new products to its Easter line-up with Lemon & Raspberry Mini Batts (RRP £1) and Chocolate & Orange Easter Bunny Slices (RRP £1.50).

The Lemon & Raspberry Mini Batts are designed speci�ically to appeal to older shoppers as a sweet treat that is available at an affordable price.

Mr Kipling will also be

expanding its Easter novelty cakes with new Chocolate & Orange Easter Bunny. The Easter Bunny Slices follow the novelty Egg Fancies, which grew by 179% in 2020.

The new products join East-

er favourites from Premier Foods, including Mr Kipling Lemon Bakewells and Lemon Whirls, as well as Cadbury Mini Egg Nest Cakes and Mini Egg Choc Cakes.

The range is available now for convenience retailers.

the stat

179% The growth of Egg Fancies in 2020

Maltesers Cake Bars Get Sizzl’n with on sale now new spicy Pringles MARS Chocolate Drinks & Treats has launched a new Maltesers Cake Bar, available to One Stop retailers now.

Available in a �ive-pack, the bars have an RRP of £1.65, and are designed to appeal to younger consumers.

The supplier said, traditionally, cake shoppers are aged 50-plus, so the bars

offer a point of difference for younger shoppers.

Michelle Frost, general manager at Mars Chocolate Drinks & Treats, said: “The brand’s launch into the biscuit category a year ago proved successful and we believe the same will be said for the new Maltesers Cake Bars.”

PRINGLES has launched a new £2.99 price-marked spicy range, Sizzl’n, available now to convenience retailers.

The varieties include Kickin’ Sour Cream (medium), Spicy BBQ (hot) and Cheese & Chilli (extra hot).

The supplier said the new �lavours respond to an increas-

ing demand for spice, with 59% of 18-to-34-year-olds preferring “very spicy foods”.

Rebecca Worthington, Pringles UK activation brand lead, said: “We know the demand for spicy �lavours is growing, so this is the perfect addition to our range to drive category growth.”

Customers are noticing the frozen sales increase section more since in frozen we launched a meal deal and highlighted it using signage.

They’re also stopping more regularly around the store now we’ve implemented a one-way system.

Président sponsors Come Dine With Me

PARTNER ADVICE It’s good to see Priyanka’s changes are helping customers feel safer shopping in store.

By introducing a one-way system, Priyanka has enabled her customers to view her range and drive them to categories often hidden, like frozen, thus improving sales.

Megan Humphrey

Editor Retail Express

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

Next time: Digital Engagement

LACTALIS UK & Ireland’s Président brand is renewing its sponsorship of TV series Come Dine With Me. This will be the fourth consecutive year of its sponsorship, with aims to reach 8.6 million consumers.

The £1.5m sponsorship is part of a wider campaign to

raise awareness of the brand among adults looking for premium food and drink. The adverts will promote Président’s cheese and butter range.

Heloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland, is con�ident it will increase brand awareness.

Vitalite revamps its packaging SAPUTO Dairy UK has rebranded its dairy-free brand, Vitalite, to include an on-pack message that states ‘Plantbased deliciousness’.

The new design responds to growing consumer demands for plant-based alternatives, with 15% of Brits reducing their dairy intake since the start of the Covid-19 pandemic.

Emilie Grundy, butters and

spreads marketing controller at Saputo Dairy UK, explained the pandemic has opened many to the health bene�its of going plant-based, underpinning its decision to highlight these credentials in Vitalite products.

Vitalite is currently the UK’s leading dairy-free spread, valued at £11.2m, driving volume growth ahead of total dairy free spreads.

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

Be open to better with Coca-Cola COCA-COLA’S new ‘Open to better’ campaign is designed to inspire people to embrace change and to do things differently in 2021.

As part of this, the supplier is rolling out limitededition packs of Original Taste, Zero Sugar and Diet Coke, with positive messages printed on each can.

The messages will be written by Premier League ambassadors Marcus Rashford MBE and Alex Scott MBE, as well as Laura Whitmore and AJ & Curtis Pritchard.

The packs will also offer fans a chance to share positive messages with friends and family.

Plus, in addition to buying packs in-store, people will also be given the chance to purchase a personalised can via a new online store.

Continuing Coca-Cola’s support of Crisis, the UK’s national homelessness charity, for every can that is personalised and ordered, Coca-Cola will donate £2 to the charity.

‘Open to better’ is part of Coca-Cola’s wider ‘Open’ platform, which has been ongoing since July 2020.

The brand launched a campaign, ‘Open like never before’, last summer, with a TV advert featuring George The Poet.

UNILEVER has announced a new campaign for Knorr in partnership with the Hairy Bikers, called #CheatOnMeat.

The TV ad sees the popular cooking duo promoting plantbased food, made simple with the added �lavour of Knorr stock cubes.

This will be supported by in-store PoS, as well as a social media campaign, collaborating with BBC Good

Food on a recipe takeover.

Fikerte Woldegiorgis, foods marketing director at Unilever UK&I, said: “Veganuary is a great time to give eating less meat a try, which is why we’re investing in a media campaign and returning to TV screens for the �irst time in three years.”

The campaign follows Knorr’s vegan seasoning range launched in 2020.

SALES of vegan foods have grown by 262% year on year at Nisa, with more people opting for plant-based diets.

Following the launch in the symbol group last year, a further nine new lines from Co-op’s Gro range have been made available to Nisa retailers, including Spaghetti & Meatballs, Sausage Rolls and Nuggets.

Wholesale category controller Emily Fish said: “The impact of continued

lockdowns is driving consumers to make healthier choices and so, to coincide with Veganuary, we’ve made available nine new Gro lines.”

The supplier said retailers are also being provided with a digital brochure offering an overview of the Gro range, alongside planograms and PoS material.

Cheat on meat with Knorr stock cubes

Nisa reports increase in vegan sales

07

Radox’s biggest self-care relaunch UNILEVER has announced the biggest relaunch to date for its bath and shower brand Radox, with self-care at the forefront.

The £6m ‘Life’s better with bubbles’ campaign, estimated to reach 86% of the population between now and April, will run across TV, radio, outdoor and social media.

The rebrand will include a new look for over 80 products in the range, alongside a new logo and packaging refresh that showcases its

herbal and mineral blends.

Meanwhile, the brand is also adding seven new bathing and hand cleaning products to its range: Antibac Handgels in Thyme & Tea Tree and Grapefruit & Basil; Relaxing Lavender and Soothing Chamomile bath bombs; Muscle Restore Epsom Salts with Eucalyptus & Lemongrass and Crystal Calm Himalayan Salts with Jasmine & Hibiscus; larger and resealable pouches of Muscle Soak Bath Salts; and Mini Feel Awake Showergels.

08

Walkers Max teams up with KFC PEPSICO has partnered with fast food chain KFC to launch two new �lavours under its Walkers Max brand: Kentucky Fried Chicken and Double Crunch Zinger.

The packs will be available in 50g grab bags (RRP 85p), 65g and 75g £1 price-marked packs, 150g sharing bags (RRP £1.99) and a multipack of six (RRP £1.70).

The packs will be available all year, and will be launched with a limited

on-pack promotion, offering consumers a two-for-one KFC meal with every pack.

Shoppers need to buy a promotional pack and take it to their local KFC restaurant for takeaway or drive-thru to claim.

It is valid until 31 July, but the supplier said the offer can be used for dine-in later, once restaurants have fully reopened.

PERNOD Ricard has unveiled a new bottle design for Beefeater, which will launch in the UK from March.

According to the supplier, the premium new bottle design is inspired by the brand’s London heritage and will modernise key elements of the current design, including the Beefeater Yeoman and arched logo.

The new bottle will use

100% recyclable glass, with the existing plastic cap replaced with aluminium.

The label has been moved from PVC to paper, which has allowed the Beefeater brand to create an annual saving of 410 tonnes of plastic – the equivalent to 17 million standard plastic water bottles.

The full range will bene�it from the new design, excluding Beefeater 24.

Beefeater gets a sustainable makeover

Cadbury goes retro in pack design MONDELEZ International has redesigned its Cadbury Dairy Milk range to help it stand out on shelf.

The new pack will be based on the original Dairy Milk packaging and feature a redrawn Cadbury wordmark, and a new look for the Dairy Milk logo.

Appearing on single blocks now, the supplier aims to roll out the new design across the range throughout 2021.

It added the new design reinforces the brand’s heritage at a time when consumers are

looking for betterquality products.

The reformulation of the Cadbury wordmark takes inspiration from the brand’s founder, John Cadbury, with the new pattern based on the original 1905 Dairy Milk packaging.

PLADIS has launched a new premium collection for its McVitie’s range, Fully Coated, RRP £1.79.

Available to independent retailers now, the range comes in Digestives and Hobnobs varieties, with each biscuit fully coated in milk chocolate.

It is designed as a more

premium treat for those looking to trade up in the biscuit category, with both brands up 35% between March and September 2020.

Emma Stowers, brand director for McVitie’s at Pladis UK&I, said given the current circumstances, it predicts more consumers to prioritise affordable at-home treats.

McVitie’s goes Fully Coated

Have 2021 for breakfast with Quaker PEPSICO has launched an onpack promotion for Quaker, ‘Have 2021 for breakfast’, to celebrate the start of a new year.

The on-pack promotion will be available across the brand’s traditional rolled oats, sachets, pots and multipacks, with thousands of prizes to be won, including home experiences, staycations and outdoor activities.

The brand said all prize choices will cover at-home and outdoor options for the winners to pick what suits them the best, and will be re�lective of what’s possible based on Covid-19 restrictions.

‘Have 2021 for breakfast’ will be supported by a

campaign spanning TV, social media, video-on-demand and in-store PoS.

PRODUCTS

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

Cadbury’s Easter sharing range PRIYANKA JETHWA MONDELEZ International has unveiled its Cadbury Easter 2021 sharing and gifting range, comprising novelties and campaigns.

The new products include Mini Eggs Bar, Dairy Milk Peter Rabbit White Oreo Hollow Bunny, White Oreo Easter Egg and

Dairy Milk Fruit & Nut Easter Egg. The Peter Rabbit novelties range will include Beatrix Potter’s bunny appearing on packs, including small and medium shell eggs, Dairy Milk tablets and a range of seasonal launches.

Dairy Milk Plush Toys will return with a new look aligned with the Beatrix Potter partnership.

Meanwhile, Dairy Milk Bunny will also feature Beatrix Potter imagery on pack.

Dairy Milk Egg’n’Spoon and Egg’n’Spoon with Oreo will also return, featuring a new design, and Beatrix Potter’s Peter Rabbit will also appear on the pack of the Cadbury Hollows range.

The Hollows range also includes a Dairy Milk Bunny, Dairy Milk chocolate Bunny, and a Popping Candy Dairy Milk Bunny.

Finally, expected to reach 98% of adults, the brand’s campaign, which will run throughout the whole Easter season, ‘Show you care…

hide it!’, will span TV and video-on-demand, outdoor, with in-store PoS available to convenience retailers.

09

Go ahead being healthier this year PLADIS has launched two new low-calorie products under its Go Ahead brand, Fruity Cake Bites and Fruit & Fibre Slices, designed for consumers looking for ‘healthier’ choices.

Go Ahead Fruity Cake Bites come in Orange & Lemon and Raspberry & Strawberry �lavours, in multipacks of �ive, containing 97 calories per bar. It has an RRP of £2.39.

Fruit & Fibre Slices, which is an extension of its exsist-

ing Slices range, comprises baked biscuits with sultanas and fruit �illing, �inished with oats and bran to create a soft texture.

Go Ahead Fruit & Fibre Slices contain 56 calories per slice and are available in two �lavours: Strawberry and Blueberry.

PLADIS has launched two new McVitie’s Jaffa Cakes �lavours, available now with an RRP of £1.20.

The new �lavours, Cherry and Passionfruit, follow the launch of a Pineapple �lavour last year.

The new varieties will be available in packs of 10, with its boxes being fully recyclable.

Emma Stowers, brand director for McVitie’s at Pladis UK&I, said: “McVitie’s Jaffa Cakes are already a store-cupboard staple for over a third (37%) of UK households.

“Research shows almost three-quarters of younger consumers seek more �lavour innovation. New products in these two �lavours increased by 73% and 23%, respectively, in the past year, so we’re con�ident these lines will replicate the success of the Pineapple �lavour.”

Two new Jaffa Cake flavours join range

DON’T MISS THE NEXT ISSUE OF RN OUT

29 JANUARY

How Charles Wilson reshaped the convenience industry PLUS

How Covid-19 has affected impulse purchases, and what retailers are doing to bolster sales THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ERS TITLE RETAIL FOR N IENCE EWS A NVEN CO D EXCLUSIVE DATA: N ND CO EWS A NVEN N R IENCE See how Morrisons’ TLE FO TI RETAIL G ERS ADIN wholesale pricing plan LE rs E ile S TH Reta ess with risks tore fire compares with cc su un Invest y for igatio covere Booker’s Januar e an n es d reveal d th chiller ts Page 5 »

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ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 3871 6490 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

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PRODUCTS

11

Ribena Sparkling in can formats TAMARA BIRCH SUNTORY Beverage & Food GB&I has launched a new 330ml single can format for Ribena Sparkling Blackcurrant and Raspberry.

The new cans, available now, have an RRP of 80p, and are also available to convenience retailers in 65p pricemarked formats. They come in case sizes of 24.

The new format joins the existing 500ml, 2l and multipack formats, launched last year.

With �lavoured carbonates growing at 4.2% and cans at 7.3%, the new format is designed to help retailers grow sales among different shoppers. The supplier said re-

tailers should site the cans alongside their �lavoured carbonates range in the chiller, separate from Ribena’s core juice drinks.

Charlotte Flook, head of brand – Ribena, at Suntory Beverage & Food GB&I, said there’s less than 4% crossshopping between plastic and cans formats, so the launch will help retailers gain incremental sales from new Ribena shoppers.

“We know high-impact advertising is critical in helping retailers’ sales.

“Ribena Sparkling, like the rest of our Ribena range, will bene�it from activity in 2021,” she added.

Quaver brings back old favourites PEPSICO has announced the return of Quavers Prawn Cocktail and Salt & Vinegar to help retailers meet shopper demand for more �lavour varieties.

The �lavours are available now in single packs (RRP 65p), grab bags (RRP 85p), £1 price-marked packs and six-pack multipacks (RRP £1.50) to suit different customer needs.

The launch will be supported with a marketing campaign running from now until the end of March. This will include in-store PoS, and digital and TV advertising.

Will Robinson, lead for Walkers snacks at PepsiCo, said it decided to bring the

�lavours back after fans asked them to on social media.

“Quavers Prawn Cocktail and Salt & Vinegar were originally launched in the ’90s and both �lavours will be available to all retailers,” he said.

“Quavers has only been available in cheese �lavours for a long time, yet 95% of shoppers in the crisps category buy more than one �lavour each year, and 56% buy six or more, so we know that �lavour choice is important to shoppers.”

GENERAL Mills has launched a two-in-one Häagen-Dazs Duo range, comprising three �lavour combinations: Belgian Chocolate & Vanilla Crunch, Dark Chocolate & Salted Caramel Crunch and Belgian Chocolate & Strawberry. Duo is available now in tub formats with an RRP of £4.99.

Research indicates 62% of consumers claim they would buy the �lavours, driving incremental sales for convenience retailers by upwards of 19%. Kat Jones, marketing manager at Häagen-Dazs UK, said the launch will be supported by a £3m campaign.

“We’re con�ident consumers will love it. Product qual-

ity and distinctiveness are most important to buyers seeking a luxury product, and our Duo range responds to that demand and provides an ideal offering.

“This launch is one of our

BEFORE AFTER

New Duo range from HäagenDazs in three flavour combos

most sophisticated and taps into the opportunity to ful�il shoppers’ increased desire for premium chocolate, of which 77% of consumers assuage with ice cream,” Jones added.

To get regular updates on the project, follow SBF GB&I on Twitter at @suntorybf_gbi

ACADEMY IN ACTION

OPINION

12

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 COVID-19: Who should enforce the government face mask rule in stores?

“STORES should enforce it, but “IT’S ill-conceived for the it also requires people to take government to put responsiresponsibility. I would like to bility on stores. We have no see more clarity on exemppowers to enforce and abuse tions. Nearly everyone you from the public is a risk too challenge says they are exempt, far. We are vigilant and are and it’s dif�icult to challenge keeping a close eye on nonthem further. It’s a loophole compliance. We will be handbeing exploited daily.” ing out free masks.”

Les Gilbert, Chard Newsagent, Somerset

Sid Sidhu, Kenilworth Budgens, Kenilworth

Three-month follow-up:

AVAILABILITY In October, the IAA and MARS WRIGLEY visited ASMAN HUSSAIN’s store in Airdrie, North Lanarkshire, to help work on his availability. Twelve weeks on, we find out what he has achieved

It’s a loophole being exploited daily

IAA ADVICE 1

Work towards a 95% target across all store categories.

2

Identify core range products and agree minimum stock levels.

3

Work with suppliers to identify the best range for your store.

THE RESULTS

37%

We introduced availability targets increase in and identified core confectionery sales ranges one category at a time, and worked with suppliers to identify top sellers and the best promotions. Sales of hanging bags and block bars have soared.

PARTNER ADVICE Consumers make purchasing decisions based on what they can see and what appeals the most, so it’s great that Asman is benefitting from focusing on these key points. Strong Helen Richardson availability drives sales Category Strategy across every store.

Manager

LOCKDOWN: How have the latest restrictions been affecting your store?

In one week we wasted £150-worth of stock “CUSTOMERS are appreciating the effort we are making to provide some fun during a dif�icult time. We can’t always be competitive on prices with supermarkets, but we are using our pro�its to give back to the local community.”

Amrit Singh, Nisa Local High Heath, Walsall

“WE sponsored the route a local charity sends a Santa on his sleigh. We couldn’t take any cash donations or have food outside the store, but we managed to raise £1,000. It was well attended and we saw a 10% uplift in sales in store.”

Aman Uppal, One Stop Mount Nod, Coventry

Ketul Desai, Leiston Londis, East Sussex

We use our profits to give back to the community SERVICES: How are you keeping customers engaged during the pandemic?

GIVE SHOPPERS WHAT THEY WANT

Next time: Responsible Retailing

Kamal Thaker, Stop Shop News, Edgware, London

SEASONAL OCCASSIONS: How are you keeping store events safe?

Mars Wrigley

Call us on 020 7689 0500 to find out how to anticipate shopper desires, and how you can be a part of our next visit programme.

“WE have a post of�ice and due “WE should have been busier to the queues to use it, shop because people aren’t travelsales reduced as people are ling or mixing, but it has become a lot quieter as people priortising sending parcels, and other customers see are buying at supermarkets. the queues and decide to go We hope and expect that with more families staying at home, elsewhere. We very rarely have food wastage, but one we should see an upturn, so week in December we wasted I have prepared and kept £150-worth of stock.” stock available.”

When word got out, it really took off

“THE closure of non-essential shops on my parade has meant footfall has dropped.

I think it’s important not to bury your head in the sand, so I created a Facebook page.

I managed to get some new home news delivery customers as a result, which has helped boost sales.”

Abdul Qadar, Capital News, Edinburgh

“WE’VE started selling balloons, and also pumping them up for customers. It’s really boosted our sales and is something I’m looking to develop further. It started small, but when word got out, it really took off. The pandemic has given us the chance to showcase what we can really do.”

Judith Mercer, Hamilton News, Northern Ireland

LETTERS

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

13

Meon Vale

jeet Londis, bansi Stratfordupon-Avon

Letters may be edited

What a difference a year makes

‘Our local council denied us Covid-19 funding’ I AM sure there are hundreds of businesses like me who have been denied any extra support grants during the pandemic.

We have been deemed an essential service and therefore have been allowed to stay open, but we have been left out of the government support packages.

Our local council, Blackpool, told us that we don’t qualify for any extra grants. I think this is totally unfair. My shop is in the town centre and our sales have taken a battering, especially because the tourism in Blackpool has dropped so much in the past year. With 90% of the town centre shut,

there just isn’t any footfall at the moment.

The support packages being offered are unjust. It’s all about reading the small print because on the news and in the newspapers it says all businesses will receive the grants, but this isn’t the case.

Sanjid Samli, Birley St News, Blackpool

Councillor Mark Smith, Blackpool Council’s cabinet member for business, enterprise and job creation, responded: “Our most recent discretionary grant funding total amounted to £4.1m – a combination of

tier three and the Additional Restrictions Grants (tier three). This formed the Blackpool Business Recovery Fund and applications for tourism-impacted businesses and their supply chains were encouraged to apply in early December. For the most part, these were paid out before Christmas. Given the limited funding available – around a �ifth of the funds available under the �irst lockdown – dif�icult decisions had to be made regarding criteria as to which businesses could apply, especially those not able to apply under other schemes.

We are acutely aware that not all affected businesses

would be able to apply for the scheme. However, additional funding of around £1.2m has been received which will top up any unspent funding within the Business Recovery Fund and the council is reviewing how best to distribute these resources, for instance through a ‘round two’ scheme. We cannot guarantee that the circumstances of businesses such as Mr Samli’s will be covered by the next policy, but we would ask that all business owners check and register with blackpoolunlimited.com where further details of the upcoming scheme and the application process will be announced in due course.”

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Ribena Sparkling

RIBENA is partnering with Retail Express to give five retailers the chance to win £50-worth of its new Ribena Sparkling 330ml single cans. The new 330ml single can formats of Ribena Sparkling Blackcurrant and Sparkling Raspberry are designed to ensure the range can meet all shopper occasions.

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.

@JackMatthRetail – Bradley’s Supermarket, Loughborough

‘Our new community kitchen is nearly done’

WE’VE nearly finished our new community kitchen. This will help us not only have a unique selling point, but also contribute to the local community. We plan to offer food for community groups from it. For example, if an organisation needs packed lunches, we won’t hesitate to offer our kitchen’s services. Although we won’t have a formal menu, there’ll be products such as ready meals, sandwiches and salads for the hotter months during the summer. We might have been a bit late in constructing this, but I’m happy we’re making progress on something that can serve the community.

THIS time last year the coronavirus was something we’d all started to see in the news, but we had no idea just how much it was going to change all of our lives. We’d just had a really successful Christmas, and were planning for Easter and summer.

Then, of course, everything changed.

Covid-19 hit the UK, lockdown came and many Each issue, one of seven top people started retailers shares advice to self-isolating in our make your store magnificent community. Things haven’t been the same since.

We’re still living in the unknown now lockdown is back, but some things haven’t changed from last year.

Once again, we’re here planning for Easter and the key summer season. We’ve always been a business that plans months in advance. We got our first Easter delivery in December, and we’ve already started to get things in, for instance sauces and other condiments, for barbecues. I think it’s really important to keep that routine in place, to prepare for the things you can prepare for, and make sure you’re ready and well stocked with the things that your customers will be looking for.

That doesn’t mean we haven’t learned valuable lessons over the last 12 months. We’ve seen a definite shift in our store in terms of customers now using us for more of a weekly shop, rather than day-to-day visits for a few bits.

The proof can be seen in an increase in our average basket spend, and, as a store, we’ve moved to maximise that opportunity.

On the recommendation of our business development manager, we’ve put shopping trolleys in the shop for the first time. I’ve always trained my staff, when they see a customer with their hands full, to offer to take something and put it by the counter for them. Why? Because if you free-up a customer’s hands they’re more likely to continue shopping. The trolleys have the same effect, while also being better for social distancing for my team. It’s been a massive success.

We’ve also stuck to our guns on prioritising price and service. We kept our prices as low as possible throughout last year, even when our footfall was rocketing. We didn’t want to be greedy and we wanted our customers to know we were going to be there, and be fair. We saw the pay-off over Christmas – when restrictions started to come back in, customers came to us to do their big Christmas shops, giving us the best basket spends we’ve ever had.

Get in touch

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

NEWTRADE INSIGHT WINE ADVICE

14

In partnership with

WIN WITH THE UK’S FAVOURITE WINES:

JACOB’S CREEK part 2 Twenty-three per cent of retailers say stocking lines that help them stand out is one of the biggest challenges in selling wine. Here, RETAIL EXPRESS and PERNOD RICARD UK reveal exclusive insight to help retailers bolster their profits

KNOW YOUR VARIETIES WHILE 47% of retailers report they have a “good understanding” of how to sell wine, 15% of store owners say they do not understand the different varieties, which they consider a major challenge.

When it comes to the most popular varieties, retailers report that whites and sparkling wines are the most popular.

Fifty-six per cent say pinot grigio is among the most popular wine varieties, while 41% say the same for sauvignon blanc.

Jacob’s Creek has varieties in its Classic range to cater for

both of these, which can be paired with seafood dishes and salads.

Further down the list, the most popular varieties are prosecco (36%), rosé (28%), chardonnay (26%), merlot (24%) and shiraz (19%).

Conversely, Jacob’s Creek Classic Chardonnay is the brand’s biggest seller in convenience1, meaning this variety could be more popular than people think. Twenty-two per cent of its sales come from its Chardonnay, while 19% come from its Pinot Grigio.

CHANGING SHOPPERS THE last year has changed what shoppers expect from their local independent convenience store. The closing of pubs, bars and restaurants has meant that people are looking for retailers to fill that gap.

While some retailers offered cocktails and beer to go last summer and have invested in ‘big night in’ offers delivered door to door, wine is another area where retailers can offer the full package, with pairing suggestions and quality products that let customers recreate restaurant experiences at home. A strong range

Look out for the next part of our

‘WIN WITH THE UK’S FAVOURITE WINES’ SERIES Part 3 Brancott Estate, May

STOCK AWARD WINNERS JACOB’S Creek Classic Chardonnay and Shiraz have been the beneficiaries of a number of awards in recent months, which the brand is planning to highlight with stickers on its bottles.

In October, Jacob’s Creek bolstered its credentials as the UK’s most well-known wine by adding two accolades to its Classic range – the International Wine & Spirit Competition awarded Bronze medals to the 2019 vintages of its Chardonnay and Shiraz.

Meanwhile, Jacob’s Creek Cabernet Sauvignon recently came joint top in a blind tasting with eight masters of wine run by the Drinks Business,

scoring 90 on a 100-point scale. The brand’s Chardonnay also won Gold at the Drinks Business Global Masters: Chardonnay Masters.

While chardonnay and shiraz are lower down the list of varieties retailers say are the most popular, with the right offers and highlights, such as information about awards or pairing ideas, retailers can drive sales from lines that shoppers might not have tried before and become known for offering something different.

Only 26% of retailers say they upsell using ‘wine of the month’ or staff recommendations, so this is an opportunity for stores.

insight in action In November, Pernod Ricard UK teamed up with Retail Express’ publisher’s Newtrade Insight service to work with 10 independent retailers for a trial of their new free-standing display units (FSDU). Here’s how they are getting on:

Steve Archer, Hightown Convenience Store (Premier) Congleton, Cheshire

“JACOB’S Creek is selling really well and has become a permanent fixture in our range. It’s a line we never really stocked before, but customers are responding well to it. Similarly, Brancott Estate continues to perform well and is definitely our fastest-selling line.

It has become a permanent fixture.”

Harj Gill, Select & Save The Windmill, Birmingham

“WE’VE placed the FSDU by the flower display. Wine is a good category for us especially during Christmas as shoppers trade up to more premium lines.”

of award-winning wines is one way to tap into this demand.

Thirty-six per cent of retailers say their customers are spending more time choosing a bottle of wine than they were six months ago. This means retailers have an increased opportunity to upsell using their expertise and offer products that stand out. With 57% of retailers reviewing their wine range more frequently than every six months, it seems many retailers are already switched on to the need to constantly introduce new, enticing lines to their range.

Nielsen Data we 05/09/2020 TOTAL IMPULSE Jacob’s Creek

1

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

Alpesh Shingadia, Budgens Southwater, Horsham, Kent

Susan Connolly’s display unit

Harj Gill’s display unit

“JACOB’S Creek, Campo Viejo and Brancott Estate are selling really well. If shoppers want a bottle of wine to consume when they get home, they’ll buy chilled, not from the display, but we’ve noticed when we run promotions on an ambient fixture, red wine will sell better.”

Retailers looking to get hold of a similar stand should contact Pernod Ricard UK’s field agency, McCurrach, or email emma.thurlow@pernod-ricard.com

FORECOURT FOCUS

Convert grab and go to stay and shop, p17

Hybrids did well, but petrol and diesel struggled in 2020 DARYL WORTHINGTON THE full extent of the challenges that 2020 had on the new car market has been revealed in new statistics published by the Society of Motor Manufacturers and Traders (SMMT).

The UK’s new car market fell by just under a third (-29.4%), while annual registrations dropped to 1,631,064 units. December alone had a 10.9% drop, which meant demand fell by 680,076 units to the lowest number of registrations since 1992.

According to SMMT, the industry suffered a total turnover loss of £20.4bn.

However, it wasn’t all bad news for the car industry, and while new petrol and diesel vehicle registrations suffered, the same can’t be said for alternatively fueled cars.

While petrol and diesel cars saw a 39% and 55% drop in new registrations, respectively, mild hybrid electric vehicles (MHEV) actually saw a 137.4% rise in new registrations.

Similarly, battery electric vehicles (BEV), plugin hybrid electric vehicles (PHEV) and hybrid vehicles (HEV) all combined saw a 66.7% increase in new registrations. Indeed, battery and plug-in hybrid electric cars combined accounted for more than one in 10 registrations – compared to around one in 30 in 2019, according to SMMT. Demand for battery electric vehicles (BEVs) grew by 185.9% to 108,205 units, while registrations of plug-in hybrids (PHEVs) rose 91.2% to 66,877.

In terms of market share, the changes haven’t cost pet-

Lockdown third round not as severe as first ACCORDING to �igures from RAC Blackbox Insurance, there were 10% more cars in daily use during the �irst week of the winter lockdown compared to the �irst week of the March 2020 Covid-19 restrictions, resulting in 31% more miles driven.

Nevertheless, the �igures still equal a 22% reduction in car use compared to normal, based on the �irst week of February 2020.

“The feel of this latest nationwide lockdown is very different to that which was

�irst imposed in 2020, with greater numbers of people working in ‘Covid-secure’ workplaces, more shops offering click & collect services and more children of keyworkers attending schools,” said RAC data insight spokesman Rod Dennis.

“In addition, with so many avoiding public transport, there will inevitably be far more people opting for the safer environment of the car. Together, these differences help account for the busier roads.”

rol its position as the dominant fuel on the road, fueling 55.4% of vehicles.

Next up is diesel, at 16%, followed by BEV, PEV and HEV at 17.5% combined, and then MHEV at 11%.

According to SMMT, Britain’s most popular class of car remained the supermini, retaining a 31.2% market share despite a 25.9% decline in registrations. The best-selling car across the year was the Ford Fiesta, followed by the Vauxhall Corsa.

of vaccines and clarity over our new relationship with the EU, we must make 2021 a year of recovery. With manufacturers bringing rere

cord numbers of electri�ied vehicles to market over the coming months, we will work with government to encourage drivers to make

the switch, while promoting investment in our globallyrenowned manufacturing base – recharging the market, industry and economy.”

A lost year “2020 will be seen as a ‘lost year’ for automotive, with the sector under pandemic-enforced shutdown for much of the year and uncertainty over future trading conditions taking their toll,” said Mike Hawes, SMMT chief executive.

“However, with the rollout

Electric forecourt opens for business GRIDSERVE has opened its �irst electric forecourt, in Braintree, Essex.

The sustainable energy business has plans to open 100 forecourts across the UK in the next �ive years, in a bid to expand the electric vehicle charging infrastructure across the UK. Situated just off the A131, the forecourt allows 36 electric vehicles to be charged at the same time through highpower chargers delivering up to 350kW. The Braintree Electric Fore-

court is paired with the UK’s �irst subsidy-free solar farm in Clay Hill, providing renewable energy to the site via the National Grid.

Drivers charging at the electric forecourt will initially pay just 24p (including VAT) per kWh of energy, meaning a typical charge from 20% to 80% costs under £10 for an average-size electric vehicle on the market today.

The forecourt site includes a retail space hosting WH Smith Travel, Costa Coffee, Boots, Post Of�ice and Gourmade.

Asda signs biomethane contract for trucks ASDA has contracted Air Liquide to install and operate six biomethane distribution stations to refuel trucks on its sites.

The multiple is set to commission more than 300 BioNGV (natural gas for vehicles) trucks this year as it strives to reduce the environmental footprint of its logistics operations.

Air Liquide will install biomethane stations on six of the retailer’s 15 sites, which refuel Asda’s trucks as well as some of its partners’. This follows

Have you made any big changes in your forecourt that have grown your sales and profits?

Let us know on 020 7689 3390 or at editorial@newtrade.co.uk

similar steps into biomethane trucks by the likes of John Lewis, Waitrose and Argos in recent years.

Once the new facilities are operational, which is scheduled for �irst quarter 2021, Air Liquide will have a total of 20 �illing stations in the UK dedicated to re�illing buses and trucks.

Although mostly used in buses and trucks at present, a number of car manufacturers, including Volkswagen and Audi, have released cars that can be fuelled by biomethane.

FORECOURT FOCUS PROFILE

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Support network DARYL WORTHINGTON FOR forecourt operator Subu Nanthakumar, the key to making a successful business comes down to who you work with, whether it’s picking the right fascia, or the right staff on your shop floor.

“We’ve teamed up with Southern Co-op on our Manor Road forecourt in Lancing, West Sussex, and we’re very pleased with the results,” he explains.

“When we took over the site back in 2019, it was making about £8,000 to £9,000 a week. Southern Co-op told us that it could get

up to £22,000, which we thought was very ambitious. In fact, the average now is actually £32,000 a week, and at the peak of the first lockdown it was even higher.”

These figures would be impressive for any forecourt, but they’re particularly so when considering the size of Southern Co-op Manor Road. There are only three pumps on the site, while the shop is just 1,700sq ft.

Part of the success was down to investment on the part of Subu, which saw new pumps and a new canopy added to the site. However, he also credits the support and insight of Southern Co-op, and

01

the hard work of the site manager, Rebecca Barry. “You’ve got to surround yourself with the right people to be successful,” he explains.

Subu has owned forecourts since the early 2000s. “I was working in IT in the city, then in 2002 decided to make a change.

“I’ve been gradually taking on more since then, and we now have 11 in total, all around the country – some in transient, motorway sites, some in residential sites, such as Lancing is.”

These have been partnered with a number of different symbol groups and fuel brands, including Shell, BP and Texaco.

02

03

Build a strong team

Insight’s right

Play to your strengths

SUBU is clear on the key to running multiple sites. “Good staff is the most important thing, as ultimately it makes your life easier,” he says. “Having a good manager like Rebecca means I can trust her to look after the day-to-day running of the site.

“It’s always important to reward and encourage your staff, but even more so now,” he says.

“Lockdown puts them under huge amounts of pressure, and these new stresses and strains make it easy for people to get demotivated.

“You need to work at making sure your team still want to come in the next day. You need to let them know that the work they’re doing is appreciated – it’s important you acknowledge that regularly and clearly.

“We have bonuses in place as well, which is also good motivation and encouragement.”

“UNLIKE the transient sites we have, Lancing has a different demographic and shopper mission. For example, a lot of our shoppers are walking to the shop from the village, rather than coming in to use the petrol station in their car,” Subu explains.

That, of course, means building a range to meet those shopper needs.

“Southern Co-op gave us advice on what we should be stocking,” he continues. “For instance, we do a lot of fresh meat, as well as home-cooking ingredients and meal solutions, things they take home to make their own meal.

I didn’t think we’d sell those things in a forecourt, but the data was right and it’s done really well.”

The real test came in the third lockdown. “While many of the other sites saw a drop in sales, Lancing is still doing well, because it’s giving the community what they need.”

THE biggest challenge for the Lancing store is its size, or lack of it. Nevertheless, sales are still impressive. “Having good availability is really important, especially so during the pandemic – it reassures customers and helps you compete with the supermarkets,” Subu explains.

Brand recognition is also vital. “Although a lot of our footfall is from the village, we still also depend on traffic from the nearby A-road. When they see the Southern Co-op name, it’s one they recognise and trust. It’s the same with the products in store – when they come from recognised brands it gives your store extra respectability.”

Then it’s about striking the right balance. “We know we could make more if we had a bigger alcohol section, or more frozen, but we need to balance that against having the right mix of products. If shoppers can get what they need in one stop, they’ll keep coming back.”

FORECOURT FOCUS FEATURE

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IN FOR THE LONG HAUL More time in store means more money spent.

DARYL WORTHINGTON looks at how you can convert grab-and-go shoppers to stay and shop

TIME IS OF THE ESSENCE WHILE speed used to be of the essence in a forecourt, for many, times are changing.

As the shop side has grown in importance for many businesses, so has keeping shoppers in store for longer.

As much as it’s important to still meet the needs of the quick grab-and-go shopper, more forecourts are pushing to expand the shop side of the

business and boost basket spend by establishing themselves as the place where the local community and passing traffic can do their full shopping.

“There’s a real trick to getting customers to spend more time in the shop side of a forecourt, but operators who get it right can benefit in many areas,” says

LOUD AND CLEAR COVID-19 has seen many shopper trends turned on their heads, and the convenience channel has seen priorities switch to bigger pack sizes – as priorities move from little and often, and back to the weekly shop.

“Forecourt retailers should ensure they are aware of long-term and new shopper trends in order to drive sales and encourage customers to stay and do a bigger shop,” says Matt Collins, trading director at KP Snacks.

“The most important factors influencing shoppers to purchase crisps and snacks are price at 85%, brand at 77% and pack size at 72%.

“Singles and price-marked packs (PMP) in particular will play a prime role in rebuilding profitable sales, with 83% of retailers saying

that PMPs sell faster than non-PMPs.” Founder and managing director of Boost Drinks Simon Gray echoes the importance of a strong PMP range in these tough economic times. “It gives shoppers confidence in the store’s pricing in comparison to larger outlets which will ensure that consumers look to their forecourt retailer more often,” he says.

Paul Baker, founder of St Pierre Groupe.

“The obvious benefit is in the potential for increased basket spend, but securing repeat custom from shoppers who have turned to the store for their ‘top-up shops’ also provides an opportunity for forecourts to steal share of spend from the local competition.”

GETTING THE LAYOUT RIGHT GETTING your shop layout right can play a big part in getting customers to spend longer in store.

Of course, the question has been complicated slightly by Covid-19, and the desire for everyone to spend less time out and about.

The compromise is to make it easy for customers to come in and see quickly how

extensive your range is, so they can conveniently grab everything they need from you rather than going to your competitors.

“Savvy operators will stagger their displays, so that without hindering their customers, the layout naturally takes shoppers through key areas, rather than straight to the point of sale,” says Baker.

This means leading your customers quickly to the product ranges they might not expect a forecourt to have, such as meal options.

Another good solution in these challenging times is to put a shop floor plan on display near the entrance, so shoppers can convenitently see your full range without having to browse.

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Paul Baker, founder, St Pierre Groupe “STATISTA shows that hot beverage consumption out of the home has risen every year since 2015 – but the key to driving margins is in cross-selling food purchases, too – and this has become even more pertinent in the Covid-era, working hand-in-hand with another key trend, which is recreating the café experience in the home.

“Figures show 42% of all people who ‘sat in’ at a coffee shop or sandwich bar in 2019 ate food with their drink – an audience that are now likely to be re-enacting that behaviour at home. This provides an opportunity for forecourt operators to cater to the at-home occasion, offering convenient ranges that are easy for grab and go, but can easily be elevated for an at-home meal occasion.

“St Pierre’s range of individually-wrapped morning goods cater perfectly to this trend and while they can be eaten on the go, they’re also versatile enough to elevate a breakfast or brunch that is planned for an at-home meal.”

FORECOURT FOCUS FEATURE

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NEW IDEAS RESPONDING to Covid-19 isn’t just about offering value and different pack sizes on the established local shop classics. For many retailers, it has opened up a host of new possibilities for new lines to stock to keep meeting community needs.

Data from The Retail Data Partnership has revealed that stores saw growth in some surprising areas last year. For instance, cards were up by 72% year on year in convenience stores in 2020, likely a result of card and party shops being closed. Arts and crafts and hardware sales were

also up, again a likely consequence of the traditional stores for these products being closed.

The point is, demand for these products doesn’t disappear just because the shops that usually sell them have been forced to close temporarily. And that means there’s a gap in the market that forecourt operators can move to fill by growing their range. Do a bit of research and find out which local businesses are on hiatus, from party shops to garden centres, that might have left customers looking for an alternative.

BARKING UP THE RIGHT TREE ANOTHER new area which is becoming increasingly important for convenience stores, and therefore potentially forecourts as well, is pet care.

“The pet category is a great one to look at right now – after all, 2020 was also famous for being the year of the lockdown puppy as people increasingly worked from home,” says Sean Kelly, head of supply chain at Vital Pet Group.

Pointing out that pet care is a highly specialist category, Kelly explains that the company is able to support retail-

ers in building the right range.

Kelly points out that some key staples include cat litter, pet food, small pet bedding and puppy pads for training.

“With bulkier bags for drivers and smaller bags for those on foot, they fit every niche, while treats make great impulse buys,” he says.

Perhaps most significantly for forecourt retailers, they also offer an automated iClean dogwash station. “With the facility to shampoo, rinse and dry your pet, there’s the opportunity to drive repeat footfall as

TOP tips Five ideas for new ranges to try in 2021

Pet care Garden centre Balloons and other party decorations Greetings cards Home decorating

well as keep shoppers in and around the forecourt for longer,” adds Kelly.

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Matt Collins, trading director, KP Snacks “FOR manufacturers and retailers looking to attract more stay and shop customers, it’s key they are offering the right core range in the right formats, boosted with the right promotions and in-store merchandising.

“As we look towards the longer-term and going back to ‘normal’, we can assume that meal deals will play an important role at lunchtime again and will be a key mechanic to increasing basket spend.

“Insights show that, at 49%, the most in-demand item shoppers want in their meal deal is crisps or snacks. Thirty-nine per cent of consumers specifically want nuts in their meal deal, while 27% look for healthier options.

“Consumers will likely also demand healthy snacking alternatives as they are becoming more conscious of what they are consuming and they want products that are better for them, and better for the environment.”

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CATEGORY ADVICE NEXT-GEN NICOTINE

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WHAT’S NEXT FOR THE NEXT GEN OF VAPING? Disposable systems, nicotine pouches, new flavours – there’s always something fresh to discover and sell in the fast-moving world of tobacco alternatives. JOANNA TILLEY speaks to suppliers and retailers to find out more

A GROWTH INDUSTRY WITH the rising price of cigarettes and the recent ban on menthols, the vaping category is in growth for many retailers who are capitalising on customers looking for healthier alternatives. Vaping reportedly increased by 22% in value sales and the heated tobacco market rose by 270% last year, according to Nick Geens, head of logic and reduced-risk products at JTI UK. Duncan Cunningham, UK corporate affairs director at Imperial Tobacco and Blu, says the vape category is cur-

rently worth around £1bn in the UK, with around 30% of sales taking place in traditional retail stores.

These statistics are backed up by Nisa retailer Amrit Singh, who tells Retail Express his vaping sales have doubled since the beginning of the Covid-19 outbreak.

Atul Sodha, owner of Londis Peverills in Greater London, reports similar success after doubling the size of his vaping range over the past few months, increasing his display to a 1.2-metre back-lit bay.

“Vaping is growing as people are frustrated by the price of cigarettes and want distractions over lockdown,” says Sodha, who runs the shop in Harefield, near Uxbridge.

However, it is important for retailers to take note that the popularity of next-gen vaping goods also depends on location and shopper demographic. Susan Connolly, who owns three Spar stores in Wiltshire, believes her vaping category is now in decline and that many people have gone back to smoking cigarettes.

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

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CATEGORY ADVICE NEXT-GEN NICOTINE

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STOCK THE TOP SELLERS DESPITE some decline, Connolly still has considerable vaping sales across her three stores and says she brings in around £2,000 per week. Yet, she hasn’t had much luck with broadening her customers’ appetite for different brands.

“We get our goods through CTC Wholesalers and have stocked Vapouriz from the start,” says Connolly. “This is the brand people want and maybe it is because it is from the south-west and people know it in this area.

“I have tried alternatives such as those Spar offers, Lib-

erty Flights and Aquavape, but they don’t work in my store.

“I do sell Blu, Nordic Spirit and other brands, but that is because the manufacturers pay to put them in my shop.”

One product growing in popularity in the next-gen field is nicotine pouches, which are placed between the user’s upper lip and gum.

JTI’s Nick Geens says nicotine pouches are now worth £7.4m and that Nordic Spirit is the UK’s number-one nicotine pouch brand, with an 83.4% share of the market.

“The range is available in

three flavours – Mint, Bergamot Wildberry and Elderflower – in a regular 6mg, strong 9mg and an extra-strong 12mg in Mint,” says Geens. “Retailers should also stock price-marked packs as this will help drive sales.”

Sodha says he is promoting the nicotine pouches and they have started to take off in his store, where he says pods are also doing well.

According to Blu’s Cunningham, nicotine salts (nic salts) have grown to become the preferred liquid for pods.

“Nic salts result in nicotine being absorbed into the body

PREFERRED SYSTEMS SODHA and Connolly told Retail Express the convenient nature of closed systems makes them more popular than the bigger and more expensive open ones.

“I think closed systems are doing well as people don’t want to walk around with a chunky system in their pocket,” says Sodha.

“People will often gravitate to closed systems because they can be cheaper than a packet of cigarettes.”

Geens says closed tank devices – or pod mods – are the fastest-growing vaping segment in the UK, but Blu’s Cunningham adds that retailers should stock at least one open and one closed system from a big brand.

This is especially important with vaping specialist stores closed during lockdown and customers looking for solutions regardless of the type of system they prefer.

There is another increas-

ingly strong seller when it comes to type of systems, and that is disposables.

In particular, retailer Amrit Singh is reporting success with the Smok Mbar disposable vape pod. “We have this on a countertop display and it is one for £5.99, or two-for -£10, and this is the newest thing that is selling well,” says Singh. “I brought them in the back end of last year and they were popular straight away.”

faster than normal e-liquids,” he says.

“This rapid absorption of nicotine through nic salts al-

lows products like Myblu Intense to more closely replicate the experience of smoking a traditional cigarette.”

26 JANUARY-8 FEBRUARY 2021 betterRetailing.com

DISPLAY AND OPPORTUNITY WITH the growth of cigarette alternatives, JTI’s Geens suggests retailers move to larger category solutions where vaping, nextgen and tobacco products can be displayed in the same gantry.

He recommends retailers speak to their JTI representative about new category management solutions, which can be installed on a trial basis.

Wiltshire retailer Susan Connolly relies on her CTC rep to manage her vaping products and says it isn’t a category she gets heavily involved in.

“We have a huge section behind the till and we try to implement anything that works in one store to our other sites,” she says. “At one time, we tried them on the shop floor,

CUSTOMER CARE IS KEY SODHA says it is important that all staff know the product range so they can pass on information to customers. “I have made sure my staff have basic knowledge by going through the systems and nicotine levels of the eliquids,” says Sodha. “It is vital to talk to your customers as there are some people who moan about the price of cigarettes and you can point them towards the range of vaping products that will be easier on their pocket.”

Blu’s Cunningham supports this and says that proactively engaging with shoppers at the till is a great way to provide excellent customer service. “As well as offering customers much-needed support, doing so will also help retailers gather useful intel about their shoppers’ purchasing habits that will help them shape their range,” he says.

He adds that if retailers do not invest in training their staff on the products on offer,

there is a strong chance they will miss out on sales.

With his own vaping section and in-store digital catalogue and ordering system, West Midlands retailer Amrit Singh Singh says he no longer needs to stress about the education side of the vaping category, because customers find the information they need on the system.

For retailers with high enough demand, he recommends a dedicated section and self-service machine as it is working well for him.

but that increased theft – and with some kits worth £60, that was too high a value to keep an eye on. The sales also weren’t there to warrant them being on the shop floor.”

Some retailers have been having success after becoming stockists for Philip Morris’ Iqos over the past year, and this has contributed to financial

rewards for shopkeepers and their staff.

“Many of these new resellers have seen strong benefits to their business as a result,” says Kate O’Dowd, head of field force UK & Ireland at Philip Morris Limited. “To keep building on the success of this channel and supporting retailers in driving their sales of smoke

alternatives, we are expanding our national field force this year.

This will provide more convenience store owners with the opportunity to stock Iqos and Heets – the tobacco sticks designed to be used with the device.”

why not buy ? shoppers do.

N E W M Y B L U. H A N DY A N D E A S Y VA P I N G.

This product contains nicotine. 18+ only. Not a smoking cessation product. © Fontem 2021 2021.

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CATEGORY ADVICE SPRING CONFECTIONERY

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SPRINGTIME OPPORTUNITIES In a period defined by uncertainty, TAMARA BIRCH guides retailers through how they can make sure their spring confectionery is meeting the needs of their customers and themselves

to combine a strong core of all-year-round products, with seasonal products that drive excitement in store,” he says.

Susan Nash, trade communication manager at Mondelez International, echoes this and says the spring mini seasons are a key opportunity to capture shopper attention.

“Eighty-nine per cent of Valentine’s Day, 91% of Mother’s Day and 81% of Father’s Day gift-buyers purchase confectionery,” she says. “The key to driving sales is enhancing gift chocolates with a balance of bespoke and generic packs.

“Offer a selection of premium and standard confectionery lines throughout upcoming sea-

sons to encourage trade up.”

Retailers often express concerns about competing with multiples, especially during spring seasonal events like Easter, but Boorer recommends mirroring what mul-

70%

of UK adults intend to celebrate Valentine’s Day

SUPPLIER

SPRINGTIME POSSIBILITIES CATEGORIES have changed and so have shoppers’ buying habits, with retailers and suppliers alike reporting shifts from impulse to sharing bags and multipacks as customers stay at home.

As we approach spring, it’s important to note down upcoming seasonal events like Valentine’s Day, Mother’s Day and Easter, and the latest product launches.

But the key is catering to the latest trends. Ferrero customer development director Levi Boorer says they expect shoppers to continue to shop locally, presenting an opportunity to offer them a strong range. “The key to success is

the stat

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tiples do when they start to display seasonal products.

“We’d recommend executing any in-store displays within a month of the event, using PoS units to make an impact within a limited amount of space.”

Levi Boorer, customer development director, Ferrero “THE lockdown period saw a number of changes in shopper habits, not least an increase in people shopping more locally and more frequently within the convenience channel. We’re expecting this increased footfall away from supermarkets to continue during spring this year, and this presents a real opportunity to offer shoppers a range of seasonal products that meet their needs.

“We also know that convenience stores have strong community links that have been built during lockdown.

Last Easter saw a clear change in shoppers’ channel preferences as many visited their local stores to limit their risk. In fact, 25% of consumers were shopping at their closest store more often during lockdown, and we expect this behaviour to continue.”

THIS MOTHER’S DAY

CATEGORY ADVICE SPRING CONFECTIONERY

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VALENTINE’S DAY VALENTINE’S Day is on 14 February and although it’s not considered a major holiday, retailers should still recognise the event in store. Timing is key with Valentine’s Day, and Ferrero’s Boorer says retailers should look to promote the mini season up to three weeks in advance. “Increase in-store activity during the final week to appeal to last-minute shoppers,” he says.

Jody Johnson, Spar UK’s strategy and planning manager, says retailers should focus on creating visual displays for spring confectionery and driving cross-category purchases.

“By merchandising seasonal lines with other linked product categories, such as flowers, greetings cards and chocolate, retailers can create opportunities to upsell and increase spend, while

providing an easy solution for customers,” she says. “When customers enter a store, they should see an impactful display of Valentine’s Day lines with strong PoS to capture their attention.”

Gift giving is a key theme across all spring seasons, including Valentine’s Day, so make sure your range reflects this, but make sure to offer lines that cater to all budgets.

MOTHER’S DAY A LOT of Mother’s Day celebrations were cancelled last year due to the UK’s first national lockdown, which impacted shoppers’ buying habits and the reality is this year could be the same.

People will be looking to shop as efficiently as possible, so building a strong display will help capture their attention.

Make the most of in-store theatre by using signage reminding people of the day, as well as

highlighting the display.

“The best place to merchandise seasonal lines in store is on gondola ends, the first aisle or a dedicated seasonal aisle and high-footfall areas around the store,” Johnson says.

Getting your range right is just as important, and Boorer says Mother’s Day is a time where retailers can move shoppers from more mainstream, everyday brands to premium offerings. “Prior to the pressures

of lockdown and shoppers’ needs to prioritise more essential grocery items, we saw im-

pressive performances across boxed-chocolate brands, such as Thorntons Classic,” he says.

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CRACKIN’ SALES

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Susan Nash, trade communication manager, Mondelez International

“SEASONS and events are great ways to create theatre in your store and drive incremental purchases by inspiring shoppers. The key to unlocking sales during the spring mini-seasons is by enhancing the ‘giftworthiness’ of your range with a balance of bespoke and generic packs.

“Seventy-one per cent of Mother’s Day and 70% of Father’s Day gift-buyers have no specific item in mind when deciding on a gift, presenting retailers with the chance to inspire shoppers with eye-catching displays from their favourite brands, elevating the presence of the occasion in store.”

top tips Five top tips for building a strong range Utlitise cross-category promotions Spring is more than just chocolate and confectionery.

Shoppers often buy flowers on Valentine’s Day and Mother’s Day, so why not build a flower display and add a selection of boxed chocolates to drive crosscategory purchases?

Communicate value With the effects of last year, value will be a key driver across several categories. In fact, retailers have been reporting an increase in sales on chocolate blocks and sharing bags instead of single bars. Communicating value isn’t just about price, but different pack sizes, too, so consider this when building your range.

Build a spring confectionery display To capture your shoppers’ attention, it’s vital to make sure your display is easy to shop and spot. Try to dedicate a gondola or promotional end specifically for Valentine’s Day, Mother’s Day or Easter. This will help customers shop more efficiently and enable you to create in-store theatre.

Use social media In-store promotion is great for when customers are in the store, but you should reach more customers by utilising social media to its full potential. Post about any promotions you have on or get creative and encourage customers to take season-related photos, like Easter drawings or showcasing love for Valentine’s Day. Start early With the uncertainty of last year, shoppers are more likely to treat their loved ones, as well as more likely to buy early. As a result, it’s important to start thinking about upcoming seasonal events now and plan which products you’ll stock and how you’ll capture your customers’ attention.

EASTER Sunday happens on 4 April this year, almost a week earlier than in 2020. This means timing is key. Mondelez’s Nash says retailers should split Easter into three phases: ‘fast start’, ‘building momentum’ and a ‘gift finish’.

Getting off to a ‘fast start’ lasts until Valentine’s Day and includes catering for shoppers

looking for Easter products for themselves, such as the brand’s Mini Egg Tablet. “Throughout the mid-season, retailers should build momentum by stocking products to share with friends and family, and then finishing with gift products as they look for gifts for others,” says Nash.

Nestlé Confectionery says

the key is focusing on bestselling brands in the right formats.

“There’s a strong opportunity to drive growth by ensuring the right brands are available in the right formats at the right time,” a spokesperson for the company says. “The early season remains key, with 80% of shoppers who buy in the early season returning to buy again.”

With the uncertainty of the past 12 months, shoppers want to be uplifted when they visit a store, which is an opportunity to drive footfall and create longterm loyalty. Reach out to suppliers about any PoS they have available or hold a competition with your team to create Easterthemed signage and give a prize to the best one.

#retailtogether

NEXT SESSION

Thursday 28 January 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

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Available to colleagues who lose a partner or the immediate family of a colleague who has passed away as a result of Covid-19 whilst working in our industry.

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This is available for colleagues experiencing unexpected financial difficulties due to Covid-19 with a year’s industry service.

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‘I CAN’T BELIEVE WE DIDN’T HAVE SCREENS BEFORE’ THE RETAIL EXPRESS TEAM finds out the impact Covid-19 has had on security, and the changes that will stick after the virus

THE PROBLEM COVID-19 has presented new problems for shop security, but also new answers to old problems. Retailers reveal the changes, challenges and new solutions they’ll keep in place once the pandemic is over

1

Dipak Shah, H & R News Camberley, Surrey

“THE best thing we did in terms of security in our store was putting a delay on our automatic door so that if something happened we would have time to shut a customer in the store.

Due to Covid-19, we have extended that time delay so that it slows customers down and increases the distance between customers. But it had an added effect of making staff feel more secure, as they have control over the door. It also means you can control who enters the shop.

“Another thing that’s important is to make sure there is nothing on the shop �loor so that you have a clear view of the shop.

We have eye-to-eye contact with the customers as soon as they come in, so it makes it hard for them to shoplift. We also introduced a Perspex screen for one of our tills and I think that makes it more dif�icult for customers to get hold of staff and intimidate them, so we’re considering making it permanent.”

2

Alan Mannings, The Shop on the Green, Chartham, Kent

“UNFORTUNATELY the Covid-19 pandemic has made it easier for people to commit retail crime because customers can wear a mask. In the past we wouldn’t let anyone in wearing a helmet, but now wearing a mask is required. It has de�initely led to more shoplifting. I could pay for Facewatch, which does work with face masks, but that would be a big investment for me, so I have to weigh up the bene�its.

“At the moment we only let three customers in the shop at a time, so that does make it easier to keep an eye on people. Another thing that is helping is that the queue of people outside wait on the other side of the road, so we are able to have a look at people before they come in. Often people will put their face masks on at the last minute, so we have an eye on who is coming in and can spot whether there is anyone who has caused problems in the past.”

3

Bay Bashir, Go Local Belle Vue Convenience, Middlesbrough

“PERSPEX screens have been brilliant as they offer protection for staff from Covid-19, but also from customers in general. I paid £3,500 to get them �itted in �ive stores and plan to keep them and also extend them to cover all the counter front to give staff more protection.

“Screens mean there is more distance between staff and customer, and customers can’t grab them or the till. The staff have said to me, ‘Please don’t take them down.’ I can’t believe I didn’t have the screens before. I think the level of shoplifting is going up as face masks mean it is easier to hide from cameras.

We have colour CCTV outside which enables us to �ilm people as they usually either don’t wear a mask or they put them on outside the shop. I reinvest a lot of money from the business into security for the staff, as people keeping safe is the most important thing.”

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