Retail Express - 15 December 2020 by BetterRetailing

ON THE FRONT LINE • Police and crime commissioner Katy Bourne shines light on struggling retailers in nationwide Christmas campaign • Sussex Police undergo retraining in pilot scheme to make retail crime a priority

15 DECEMBER 2020-11 JANUARY 2021 STRICTLY FOR TRADE USERS ONLY

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MISSING DELIVERY ITEMS

POST OFFICE INVESTIGATION

STORE ADVICE

False claims force indies to get driver sign-off on Deliveroo and Uber Eats deliveries

Public invited to contribute to newly launched inquiry into Horizon scandal

How three retailers are preparing for 2021 after facing one of the most difficult years on record

BACK PAGE

2030 DIESEL AND PETROL BAN What the ban on vehicles powered exclusively by petrol and diesel means for forecourts P17

FORECOURT FOCUS

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petrol 2030 ban on newficial of rs ca l and diese

requires powering vehicles will typically charge investment to petrol and whom or elsewhere away signi�icant and effectaining supply of at home operate safely authorities are ina declining but the current forecourt tively, so these businesses out of the German €7bn (£6.3bn) into diesel to of traditional from carbon coming responding to N and positive allowed vesting up the market roll- large market ine network, and DARYL WORTHINGTO pow- need supporthelp with this tailpipe” will be speeding internal-combustion-engand other developments in to according to the example incentives ion.” offering fast out of hydrogen technology. t has until 2030, ering vehicles, for commer- vehicles, THE UK governmenon the prime minister. charging facilimethod of transformat “Technical and in es- convenient of hydrogen. Every con�irmed the ban vans cial challenges remain charg- ties to EV drivers many and sale of new cars the electric Economic impact by tablishing powered exclusively be Responding to the news, ing infrastructure required will chairman take-up. This is petrol or diesel 2030. Brian Madderson, As- for mass EV to at petPetrol Retailer’s brought forward particularly apparent to sell- of the (PRA), said that rol forecourts, where many Previously, the end cars was sociation ing petrol and diesel in 2040, although PRA supported- of our members have abanto install ultraset to come into force antici- the process of decarbonisa plan doned plans points. but it has been widely year tion, a comprehensive this and rapid charging to a lack of lopated for much of moved working across sectors “This is due be , onsuch as aviation, the date would cal power sub-stations In a column industries, and lack of forward to 2030. needed. regulation was Financial sales of erous Madpublished in the “The plan to ban return on investment,” Boris Times, prime minister there internal combustion engine derson continued. by 2030 will Johnson announced James Lowman, chairman in (ICE) vehicles become deof ConUK to will be £2.8bn investment of the Association “lacing force the electric vehicles (EV), points pendent on Chinese battery venience Stores, says supthe land with charging bat- technology,” said Madder- port will be needed to aid and creating long-lasting ”, to son. “Our members strongly independent forecourts in has teries in UK gigafactories that the government transition. move away feel to develop the chalhelp facilitate the not done enough “This will bring huge fuels and forecourt liquid petrol from fossil fuels. cars and low-carbonas an alternative lenges for Sale of hybrid he said. “Maina sig- hydrogen the retailers,” particularly when vans “that can drive with no to EVs, ni�icant distance

15 DECEMBER 2020-11 JANUARY 2021 STRICTLY FOR TRADE USERS ONLY

lling s in Hydrogen refue closer Forecourt crime surge BOSS moves a step autumn 2020, says

ON THE FRONT LINE

than UK Fuels adds more 300 supermarket sites

fuel than half a million card network more being used at UK FUELS’ fuel 3,350 sites cards are actively annually. to technical director base for Busi- Hanton, National Engineer- has expanded the by its customer area, we now SÜD THE Department the country, after “By postcode and courteous. In secured across & Industrial TÜV SainsUK covered crime remain calm of cases this type ness, Energy ing Laboratory, which project, company added 308 have 96% of the that INCIDENTS of forecourt (BEIS) has allocated for the majority bury’s fuel stations. now the with fuel station locations in the third the a genu- Strategy build the UK’s �irst the funding is increased by 41% incident is possibly BEIS’ National Measfunding to fuel cards, which UK Fuels claims it according to of standard fa- though System mechanism, card accept our quarter of 2020, 30th anIn- ine mistake. ensure you re- mobile primary independent fuel urement tumultuous a Crime largest reduring Forecourt the latest testing hydrogen “You should the UK, and antici- niversary year is a signi�icant build the facility. Oil Secuname, cility for get network in (HRS) to en- to will dex from the British cord your customer’s “Ensuring consumers re- pates 3,500 fuels stations in UK Fuels’ histocar fuelling stations the correct at the rity Syndicate (BOSS). fell in address, postcode and Fuels’ cards milestoneJonathan Haseler, UK sure they deliver what they pay for be accepting UK ry,” said number. As most Drive-off incidents station necessitates by Christmas. director. amounts of fuel. no-means- registration refuel- fuelling not t fuel Fuels’ regional UK Fuels is have a mobile phone, the period, while “Petrol and diesel highly accuracy at the nozzle, well as supermarke seem to people As phone Crewe-based the incidents mobile are bring Co-op, designs of-payment ask for their Payment Soluthe meter. We must the refu- stations from Tesco, fol- ling station 80 part of Radius has interests and if hydroto and try it. Then be on the rise. director number proce- standardised electric vehicles calibration facility that is what Morrisons and Sainsbury’s, tions, which also BOSS executive industry standard cell tly owned fuel sta- in telematics, telecoms and inelling station, and told Fore- low such as BOSS Payment gen fuel to become a viable we will do with our new mo- independen Kevin Eastwood the UK Fuels in the �leet sector. fuel (FCEVs) are busy pe- dures, tions are also in claims surance court Focus: “During season, Watch, as a means to help lost transport choice, then a stand- bile primary standard,” Hannetwork. The company infrastrucriods over the festive a kiosk retailers recover monies ardised refuelling ton continued. should a person enter don’t from drive-off and no-means- ture is crucial,” said Dr Marton they incidents.” and inform you pay, try to of-payment have the means to

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

• Police and crime commissioner Katy Bourne shines light on struggling retailers in nationwide Christmas campaign • Sussex Police undergo retraining in pilot scheme to make retail crime a priority MISSING DELIVERY ITEMS

POST OFFICE INVESTIGATION

STORE ADVICE

False claims force indies to get driver sign-off on Deliveroo and Uber Eats deliveries

Public invited to contribute to newly launched inquiry into Horizon scandal

How three retailers are preparing for 2021 after facing one of the most difficult years on record

BACK PAGE

and profits?

our say

Megan Humphrey, editor

2021 could see change in retail crime IT’S hard to believe that anything else has been considered this year aside from dealing with the impact of the coronavirus pandemic. But after a conversation with Sussex police and crime commissioner Katy Bourne last week, it seems retail crime has very much remained a priority. Despite the amount of pressure the pandemic has put on the police, Katy has stayed committed to her promise of working personally with independent retailers to crack down on crime. Alongside a national Christmas campaign featuring a short film with three shop workers speaking out about the impact of crime on their working lives, exciting work is also happening right at the heart of Sussex Police, which will hopefully attract the attention of other police authorities. Katy quickly acknowledged earlier in the year that crime wasn’t being accurately reported. In an effort to change that, she has taken the brave move to encourage as much reporting as EXCITING WORK possible to get a better grasp on IS HAPPENING the level of crime happening. This is all part of a new pilot RIGHT AT THE scheme whereby call handlers HEART OF have been retrained, as well as investigators. This is courageous SUSSEX POLICE from Katy and her local force, and is some of the most progressive work in tackling retail crime the convenience industry has seen for a long time. Katy is backing you, and I urge all of you to back her, too. This will be a slow process, but one that could change the relationship between retailers and the police for the good.

The five biggest stories this fortnight 01

Uber Eats and Deliveroo in lost product item mix-up

ALEX YAU RETAILERS are getting Deliveroo and Uber Eats drivers to sign off on orders after being hit with bills for allegedly false claims of ‘missing items’. Store owners reported instances where the delivery providers failed to pay funds owed after customers claimed items were missing

upon receiving their orders. Sanjiv Kumar, of Olive Stores in the West Midlands, was eventually paid the money he was owed after showing Deliveroo CCTV evidence. He told Retail Express: “I’ve had the same issue twice now with high-value spirit lines. We had to challenge them both and eventually they refunded us on both occasions. We now get riders to

sign off all items on the receipt and we keep the copy.” Jasmine Sandhu, of Supermags in Birmingham, experienced similar incidents through Uber Eats since April, with the most recent involving missing cigarettes.” However, the retailer later said: “As soon as I mentioned Retail Express and told them that I would complain, Uber’s area manager rang

me and agreed to refund me.” A Deliveroo spokesperson responded: “Deliveroo takes this issue extremely seriously. If we have reason to believe that a customer may be claiming a refund fraudulently, our technology will block the refund from being processed and there will be an additional layer of checks that our Customer Services team will manually verify.”

FOR MORE ON WHAT ELSE KATY IS DOING TO HELP RETAILERS, TURN TO PAGE 3 @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Daryl Worthington @DarylNewtrade 020 7689 3390 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief (maternity cover) Tan Parsons 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

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

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

Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler. Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

Face-mask concerns

AN estimated one in every 16 convenience stores, newsagents and supermarkets has been reported to their local council for face-mask compliance issues. Freedom of information requests revealed 6,404 complaints against business-

es from more than 200 local councils between 24 July and 24 October. Major supermarkets had rates of complaint as high as one complaint for every 2.5 outlets, while the average for independent convenience stores was one in 17.6 sites.

Wage bill rises

SMALL retailers will see staff wages increase and business rates frozen from April 2021. The government’s spending review in November announced the minimum hourly wage for staff aged 23 and over will increase from £8.72 to £8.91.

Minimum wages for staff in all other age brackets will also rise following the changes. The review also saw business rates for stores with a rateable value (RV) below £51,000 frozen at 49.9% of RV, with relief schemes to be announced in the new year.

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

Account manager Adelice Tatham 020 7689 3366

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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.

School meals fiasco

A NATIONAL Audit Of�ice (NAO) investigation has determined why independents were excluded from handling free school meals vouchers. It found the scheme favoured multiples due to their existing relationships with the scheme operator Enden-

red resulting in food access problems in rural areas. A lack of electronic voucher systems in small shops was also blamed for the bias, despite a number of providers con�irming they had approached Edenred with potential solutions.

Evictions extension

THE government has extended the ban on business evictions until the end of March 2021. Communities secretary Robert Jenrick MP announced the extension to protections from the threat of evictions last week, which give

landlords and tenants three months to come to an agreement on unpaid rent. ACS chief executive James Lowman said: “This is especially relevant to local shops trading in city centres and transport hubs that have seen the biggest decline in trade.”

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

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

Crime campaign pledges to help frontline workers MEGAN HUMPHREY POLICE and crime commissioner Katy Bourne has launched a Christmas campaign to highlight the true impact of retail crime on stores. The #KeepingChristmasKind social media campaign, �inancially supported by Co-op, kicked off on 1 December. It features three testaments from the families of three shop workers in a short �ilm speaking out about the abuse their loved ones have faced during the coronavirus pandemic. A recent survey by Usdaw found 76% of retailers said abuse had been worse than normal since the outbreak, with 85% of shopworkers experiencing verbal abuse. Figures from the ACS’ Covid impact survey conducted during the �irst lockdown also revealed 40% of retailers saw an increase in violence and abuse. Bourne told Retail Express the campaign is a culmination of a year’s worth of work listening to businesses across Sussex. She said: “There is a family behind every shopworker. We are a nation of shopworkers, and they are the backbone of our communities and economy, and at a time like this we need people to be kind to one another.” When asked what her next steps in tackling crime involved, Bourne told Retail Express: “They’ve al-

ready started. We need to make sure the police tackle crime appropriately by encouraging businesses to report incidents.” She stressed that less than 10% of crime that takes place is being reported. “If we are going to get the police to really understand the volume and true extent of crime, we need the evidence,” said Bourne. As a result, a pilot scheme has begun within Sussex Police. They are working with 20 out of 61 Co-ops to make reporting crime easier. Each time a call is made it goes directly to call handlers who have been retrained to ask the right questions to ensure an incident is escalated correctly. In addition, eight investigators have been trained within the unit who are ready to respond over the the phone, online or in person. Bourne said: “If we are going to encourage businesses to report, then we need to make sure the police are resourced to deal with it.” Brighton & Hove Business Crime Reduction Partnership has been tasked with reviewing the progress and presenting Bourne with the evidence in the new year. If successful, the intention is to roll out the scheme nationally. However, Bourne revealed senior of�icers expressed concerns over a possible rise in crime. “Their success is meas-

express yourself “FOOTFALL has increased since the start of the month. England has been in lockdown for four weeks and we’re based next to a high street where shops have been able to reopen. There are shops such as Primark who have extended their opening hours to make up for the four weeks of closure. They’re open until 9pm and we’ve seen this have a positive impact on our own footfall. Customers want to support their local shops during the seasonal period.” Dipak Shah, H&R Newsagents, Camberley

GOOD WEEK AVAILABILITY: Nisa’s availability levels have returned to preCovid levels, the wholesaler’s CEO, Ken Towle, claimed. Posting on Twitter, Towle said: “Product by product, supplier by supplier we have restored availability back to the industryleading pre-Covid levels. Thank you to everyone who has worked brilliantly together to make this possible.” The comments come after the wholesaler previously battled with shortages earlier in the year at the start of the pandemic. HIGH STREET: Surrey Business School students created social media campaigns to bring footfall back to convenience stores on Woking High Street. Module leader Sabine Benoit said: “I’m proud of what our students developed, especially in this challenging year.” Students in the previous year created a similar campaign with a Simply Fresh store.

ured on keeping crime low, and if shop theft starts going through the roof, they will be adversely judged for it,” she said. “But I have said to my team that I will go out publicly and stand by the force explaining we want to see an increase. It’s a hugely courageous move from Sussex Police, but this will mean retailers become more con�ident in coming forward to report crime.” Store manager at Whitehawk Co-op Brighton Sammie Mason, who is featured in the campaign, said Covid-19 has “become weaponised”. She said: “Aggression and abuse has ramped up and queuing, social distancing, panic buying and mask wearing have all become �lashpoints for abuse. “Tensions are high and people are anxious, but customers should not take

the column where you can make your voice heard

that out on frontline PCC Katy Bourne store workers.” Mason added: “I was involved in an incident in latest technology update. The new ‘periocular’ almy store where a shoplifter said he would blow my face gorithm makes it possible off. It has taken its toll on to identify a match with my mental health, but also somebody walking into a shop wearing a face mask. impacts my home life.” CEO Nick Fisher told Crime and policing minister Kit Malthouse also Retail Express: “It focuses pledged his support for the more intensely on the recampaign. “The govern- gions around the eye. The ment has recently set out software is also able to suplans to tackle this issue perimpose a mask on someand working with the sec- body who is on the system’s tor we hope to provide bet- watchlist who isn’t wearing one, which creates a liketer protection,” he said. “We are also committed for-like image.” The upgrade has begun to giving the police the resources they need to tackle being rolled out to customcrime of all types, including ers who already have the recruiting 20,000 addition- software, and new customal police of�icers over the ers will have access to it at the start of 2021. next three years.” Elsewhere, facial recogniIf you are interested in tion software supplier Faceinstalling Facewatch in watch has committed to reyour store, call Retail ducing crime rates caused Express on 020 7689 3357 by the pandemic with its

BAD WEEK RACISM: White supremacists were outed after posing as a group which promotes shopping locally to recruit members. ‘Local Matters’ has been seen visiting stores in Liverpool, Leeds and Rochester. However, the group was allegedly formed by former members of Generation Identity, a group which argued for the removal of migrants from the UK. LOTTERY: The average Camelot lottery commissions per store have fallen by 20% since the start of the pandemic. Newly released figures showed an average commission of £2,800 per site since April, compared to an estimated £3,500 the year before. The 20% fall outstripped the 19% decline in retail sales, blamed on lowermargin scratchcards gaining ground in the mix of lottery products sold. Despite this, retail sales recovered by 15.2% over the past three months.

How has the pandemic impacted your Christmas footfall?

“WE’VE seen a huge increase in footfall. Customers are coming in to post packages. Wales currently has restrictions on hospitality and this has had an impact on us. People are more likely to come into town now to use the shop. During the first week of December, there were queues all day. They were also making additional purchases when they came in. But this does present challenges with managing social distancing and being Covid-compliant.” Mark Dudden, WHSmith Local, Cardiff

“OUR footfall has died down and this Christmas has been just the same as previous years. It has been a really hectic year and we can only stay prepared for what will come. If customers want to use our store for Christmas, then we can only ensure we have the stock and availability to support them. We did sell toys, but demand dropped at the end of November. Luckily, we have a sale or return agreement with Costco, who we bought the toys from.” Harjit Singh, Nisa Local High Heath, Walsall

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

Harjit Singh

NEWS

PO Horizon inquiry launched ALEX YAU AN independent inquiry has been launched to investigate the impact of the Post Of�ice (PO) Horizon scandal. Led by Sir Wyn Williams, the inquiry is inviting members of the public to provide written statements on the human impact of the Horizon dispute, as well as issues relating to contractual ar-

rangements between PO and postmasters, the settlement agreement and the Horizon IT system itself. The inquiry is also accepting submissions from current or former postmasters, PO employees, the government and Horizon manufacturer Fujitsu. Questions from the public will also be posed to the participants in a stage two open evidence session, involving representatives

from PO, Fujitsu and the Department for Business, Energy & Industrial Strategy. The evidence provided will then be published in a report in the summer, which will be used to make recommendations about the failings and provide improvements to PO. Evidence will also be shared on a newly created web page which can be accessed by members of the public. Sir Wyn said: “This is, self-

IT’S ANYTHING BUT AVERAGE

2020 BENCHMARKING IS NOW OPEN!

#IAA20

evidently, a crucial moment in the life of the inquiry. This now provides the opportunity for all those who have assured me that they and their organisations will co-operate fully with the inquiry to demonstrate that commitment. “I look forward to receiving a large volume of evidence over the coming weeks and months. All those who respond and provide evidence can be certain that I will be

analysing and assessing every word written or spoken.”

The deadline to submit responses is 23 February 2021.

Christmas rewards RETAILERS are giving staff extra time off over Christmas as a reward for their hard work during the pandemic. Alan Mannings, of Shop on the Green in Canterbury, told Retail Express: “I’m giving my staff two and a half days off

from Christmas Eve through to Boxing Day this year. They’ll also be allowed to have half-days throughout the rest of the Christmas period. They deserve the time off.” Major brands, including B&M, are also doing the same.

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

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

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

NEW LOTTERY 18+ AGE LIMIT

NATIONAL Lottery games can only be purchased by those aged 18 and over from October 2021. The increase from the current legal age of 16 and over was announced by the Department for Culture, Media and Sport

this month. Reps from National Lottery operator Camelot will be going into stores from February to swap material with updated versions compliant with the new age restriction. Its customer operations team will also be trained to handle queries.

Digital ID verification A MOVE towards digital IDs for age-restricted purchases in stores has received support from the retail industry. The support was presented in a consultation commissioned by the government looking at the new form of age veri�ication through a platform called the Retail Val-

idation Interface. More than 250 organisations, including leading supermarkets and trade groups, submitted evidence to the consultation. Challenges highlighted included counterfeit IDs, poor internet access, low tech literacy and potential abuse directed at shopworkers.

PRODUCTS

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

New choc insight from Ferrero PRIYANKA JETHWA RESEARCH by Ferrero, shared with Retail Express, revealed 33% of chocolate consumers are more likely to buy chocolate from convenience stores if they can offer better value than supermarkets this Christmas. In a survey of 2,000 people, results revealed 16% would also shop local if the store stocked ‘new and different’ products in the lead up to Christmas, with 14% saying stocking well-known brands is also motivation to shop at their local store. Just over half of people buying chocolates this Christmas will be doing so

for sharing at home, followed closely by buying for gifts and to treat themselves. Overall, 53% of consumers will be purchasing the same amount, with only 17% saying they will buy less. Levi Boorer, customer development director at Ferrero UK & Ireland, said it’s positive to see the majority of Brits planning to buy the same amount of chocolates as last year, if not more. “Kantar has reported that 44% of people say they will look for cheaper gift options and almost a third will buy fewer main presents, opening up the door for boxed chocolates and small treats. With people limiting spend on bigger items and meals

Lily O’Brien’s revamps range LILY O’Brien’s has unveiled contemporary new packaging for its Desserts Collection range, which also now contains a new Lemon Posset variety. All six chocolate varieties are now showcased on the front of the pack so shoppers can see the options contained within, including the new chocolate. The makeover comes as the inlaid boxed chocolate category is valued at £183m in grocery, with premium options accounting for 40% of that, driving growth at 2.2%. Lily O’Brien’s is performing ahead of the market and is now the third-largest

premium brand in the UK’s inlaid boxed chocolate category. The Desserts Collection is also the brand’s top-performing line in the UK, growing at 6%.

MONDELEZ International has launched a new range of fruit & nut bars, Cadbury Nuttier, RRP £1.19. On sale from January, the bars come in Peanut & Almond; Cranberry, Almond & Peanut; and Coconut & Almond �lavours, and are available in single formats. The bars are wrapped in transparent packaging

so consumers can see the combination of fruit and nuts featuring at the top, and milk chocolate at the bottom. The supplier said the bars should be ranged in a convenience store’s on-thego section, near the front of store, or alongside other ‘healthier snacking’ options to maximise impulse sales.

The nuttiest bar yet from Cadbury

out, retailers will still see shoppers willing to spend money on affordable luxuries like confectionery,” he added. Retailer Aman Uppal, of One Stop Mount Nod in Coventry, said during

seasonal peaks, sales of boxed chocolates always perform well. “Things may be different this year, but we’re expecting people to splash out on treats,” he said.

PG Tips shows off biodegradable bags PG TIPS is investing £3.8m in promoting its switch to biodegradable tea bags with a new TV advert. The 30-second �ilm follows a girl hosting a tea party where she tells her toys how each small sustainable choice can make a difference. The supplier said the ad comes at a time when shoppers are now �ive times more likely to buy sustainable and environmentally friendly products. The boxes will also now feature a tag on the front and back of the pack to ensure shoppers are aware of the biodegradable tea bags. Fiachra Moloney, tea director at Unilever UK&I,

said: “We’ve been working towards making the switch to a fully plant-based product for several years. This journey has not been without its challenges, and we’ve had to adapt along the way to ensure we weren’t compromising on taste.”

CONCHA y Toro UK has renewed its media partnership between Casillero del Diablo and Sky Cinema for the next two years. The brand, which is the number-four wine brand in England, is currently growing at 26% in value, and has a household penetration of 11%. The partnership features sponsored ads across Sky Cinema genre channels, including Movies 24 and Movies 24+, Sony Movies, Sony Movies Classic, Sony Movies Action, as well as across Sky On Demand and Sky Go. Over the next two years, the sponsorship is projected to reach more than 75% of the brand’s target audience. Clare Grif�iths, commercial

director at Concha y Toro UK, said: “The partnership has worked hard to create an ‘owned’ wine drinking occasion, emphasising our wine as the perfect brand to enjoy with a �ilm at home and helping shoppers recognise Casillero when in the wine aisle.”

Casillero del Diablo renews Sky promo

NEWTRADE INSIGHT GIN ADVICE

In partnership with

FIVE WAYS TO INCREASE YOUR GIN SALES

This feature is created by Newtrade Insight. Data is gratefully received from retailers representing 194 independent stores across the UK. Any data from other sources is cited.

PERNOD RICARD UK teams up with RETAIL EXPRESS to share exclusive insight and help independent convenience retailers grow their gin sales and profits

WHEN it comes to the most popular PoS in gin, shelf-edge labels reign supreme, with 67% of stores reporting they want these from suppliers. Given the ongoing safety advice around social distancing, any PoS that is proving to be impactful but not obstructive is popular, with window posters sought after by 35% of store owners and

ceiling hangers by a quarter. Dipak Shah, of H & R News in Surrey, says: “We believe we can double our gin sales next year by using more PoS.” One-fifth of stores report that they do not currently use any PoS to highlight their gin range, meaning they could be missing out on opportunities to shout about their range.

03 STOCK PRICE-

MARKED PACKS

PRICE-MARKED packs (PMP) are among the most popular ways that retailers say they are looking to drive sales, with 63% of store owners saying they plan to stock more gin PMPs in future. Pernod Ricard UK is rolling out £16.99 PMPs to communicate fair pricing for its Beefeater brand, available in its London Dry, Pink Strawberry and Blood Orange varieties. The brand is growing at

99.5%1, with Pink Strawberry the fastest-growing flavoured gin of the top five brands and Blood Orange the secondbiggest contributor to year-onyear sales growth2. “Our two biggest opportunities are to stock more flavoured gins in attractive packaging and stocking our bestsellers in PMPs,” says Philip Whitaker, of Budgens in Gilberdyke, Yorkshire and the Humber.

Want to make more money from gin? Contact Mark Connaire, senior brand manager for Beefeater at Pernod Ricard UK, on mark. connaire@pernod-ricard.com

UPSELLING

THERE are many subtle ways of upselling gin, such as using ‘gin of the month’ displays or staff recommendations, as well as suggesting popular cocktails with recipe cards. However, the most popular way retailers are trading up their shoppers is through deals and offers, indicating stores are finding it hard to charge top prices on premium lines. This is also shown by 45% of store owners reporting they are struggling to sell gin that is priced above £20, despite 74% of retailers reporting their shoppers are spending more on gin than they were a year ago. Forty per cent of stores are concerned that their competition is cheaper, so feel a

pressure to cut their prices to remain competitive, but some retailers are seeing opportunity in lockdown restrictions. “People are spending more time at home so will be more indulgent,” says Alpesh Shingadia, of Budgens Southwater in Kent. Some store owners are focusing on bringing the appeal of bars even more so to their store. “More flavours and in-store tastings will have the biggest impact as it is a lot of money to invest in a product that you may not like. “That’s why customers usually buy something they have tried in a club, restaurant or bar,” says Harj Gill, of the Windmill Select & Save, Birmingham.

04 CREATE GREAT

DISPLAYS

MOST retailers merchandise their gins by brand, with ‘by type’ and ‘by bottle size’ also popular ways of laying out their fixtures. However, only 15% of respondents are merchandising their displays clearly by price, which could mean they are making it difficult for their shoppers to identify premium lines on offer.

But retailers also report that seasonal opportunities are key to selling gin, too, with Christmas, Mother’s Day and Valentine’s Day the most popular opportunities. Angela Childs, of The Old Mill Village Shop in Blackwater, says the three biggest opportunities for her store are “bigger displays, more variety and more offers”.

BOLD WITH 05 BE PREMIUM MOST retailers stock core bestselling names like Beefeater, with 55% of retailers saying the brand is always on their shelves, with only 3% saying they used to stock the brand but have delisted it. Where Beefeater is stocked, retailers report that it earns its shelf space. However, retailers are missing out on key premium lines, like Plymouth Gin and Malfy. Forty-nine per cent of retailers say they have never bought

Plymouth Gin, while nearly two-thirds state they have never offered Malfy. Once retailers try these lines, though, they are rarely delisted, with only 12% removing Plymouth Gin and 9% stopping Malfy. These brands are strong sellers when retailers give them a go. John Wilson, of Corner Shop in Anstruther, says: “Making sure I have premium gin at a reasonable price is my biggest opportunity in gin next year.”

AC Nielsen MAT to 13.06.20 2Nielsen Scantrack | Total Coverage | MAT to 13.06.20

POS

02 FOCUS ON

01 USE THE RIGHT

PRODUCTS New Alpen Light bar flavour WEETABIX Food Company has extended its Alpen Light bars range with a White Chocolate, Raspberry & Shortcake variety, designed for consumers looking for a ‘healthier’ snack. The bars, available to convenience retailers now with a promotional RRP of £1, otherwise come with an RRP of £1.99 for a pack of �ive, and

contain 67 calories per bar. The bar itself contains white chocolate chips, raspberries and biscuit pieces. It is available to retailers in cases of 10. The supplier said the Alpen Light sub-brand is currently worth more than £14m, with brand owner Weetabix Food Company one of the top 10 manufacturers in the cereal bars category. The launch will be supported by a social media campaign.

EHRMANNS is launching its �irst national TV campaign for Beefsteak Club to raise awareness of its bestselling Malbec variety. The ad will air on ITV and Sky TV channels with the potential to reach 7.3 million viewers. The wine is one of the bestselling Argentine Malbecs in the UK, having grown 109% in volume and 103% in value in the past year.

It will be backed by outdoor and social media advertising in 2021 to push brand awareness. Keith Lay, head of marketing at Ehrmanns, said: “December is a really competitive time for wine sales, so we are using the combination of loud rock music and a memorable graphic style to make viewers sit up and pay attention.”

PRIYANKA JETHWA

Beefsteak Club launches TV campaign

Have a WKD Xmas WKD’S Christmas social media campaign will give consumers the chance to win WKD stockings, containing a selection of drinks, WKD branded merchandise and a branded face mask. The campaign will also include humorous suggestions for Christmas decorations, a Christmas-cracker joke competition and recipes for

do-it-yourself festive drinks inspired by WKD. Alison Gray, head of brand at WKD, said: “WKD wants to do whatever it can, in whichever ways it can, to raise a few smiles and help bring 2020 safely to a close.” The campaign is live on social media now. WKD is the UK’s number-one ready-todrink brand.

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

Getting cosy with Famous Grouse THE Famous Grouse Blended Scotch Whisky has unveiled details of its new ‘Spend time in the Grouse country’ campaign. It will focus on encouraging people to spend time doing what they enjoy, whether that be in the outdoors, relaxing by a �ire, or catching up with friends and family in a socially distanced setting or online.

The campaign will span TV, social media and in-store activations.

PRODUCTS

Rich’s expands c-store distribution RICH’S is expanding its distribution by launching its thaw-and-serve bakery range, Baked, in 875 One Stop stores across the UK. As the company looks to increase its awareness in convenience stores, the products initially available will include its White Chocolate Cookies and bestselling Triple Chocolate Cookies. The supplier said demand for food to go in convenience has increased in recent months, with stores based in suburban locations bene�itting from catering for working-from-home

consumers who are more likely to treat themselves to lunch or snacks during the week. Overall, sales of cookies baked in store have performed well this year, with value up 1.9% in the past three months. Rich’s sales, marketing and R&D manager, John Want, said Baked can help transform retailers’ bakery range, providing a point of difference with value-formoney treats. “We’ve also ensured we are delivering these products in eye-catching, shelf-ready packaging, which makes things easier

for retailers. “Sweet bakery has performed well this year and we expect sales to be strong in the months ahead,

FRUBES has premiered a new pack design, campaign and gift-in-pack promotion designed for the January back-to-school period. The new design gives more attention to the characters on pack, and features tags such as ‘Great for lunchboxes’, ‘After school’ and ‘On the go’, alongside a Change4life ‘Good choice’ badge.

The campaign will air from January 2021, with the giftin-pack promotion giving consumers a free card game in every pack. Joanna Goodman, marketing manager at Yoplait UK, said: “September was our biggest-ever back-to-school period, achieving the strongest monthly market share in 18 months and growing 26.6% in value.

“We want to jump on this success with our new pack design and gift-in-pack for the January back-toschool period.”

PRIYANKA JETHWA

especially in the convenience channel, with consumers willing to spend more on visually enticing cookies,” he added.

Ambrosia launches £2.5m campaign PREMIER Foods’ new £2.5m campaign for Ambrosia will focus on the brand’s Devonshire heritage. It will drive awareness of the brand in the run-up to Christmas, and seek to position the custard in a ‘modern way’ to appeal to younger shoppers. The campaign will be supported by in-store materials, with limited-edition cans of Ambrosia Custard and Rice Pudding available with fes-

tive designs. Daniel Jalalpour, brand director for desserts at Premier Foods, said: “Ambrosia has been a household favourite for generations and is now worth more than £100m. “We saw 1.3 million new shoppers turn to our dessert brands in response to the lockdown earlier this year, and that has in turn contributed to total growth of 16% in the ambient dessert category.”

Frubes gears up for back-to-school

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15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

Retailers cash in with Enjoy a premium cup Pernod Ricard FSDUs of loose tea CONVENIENCE stores partnering with Pernod Ricard UK and Retail Express’ publishers’ Newtrade Insight service are boosting their wine sales this Christmas. Ten independent convenience retailers have received a free-standing display unit (FSDU) through the service, which promotes Brancott Estate, Campo Viejo and Jacob’s Creek. The units landed in stores last month and retailers are already reporting an increase in sales. “We’ve sold �ive bottles of Campo Viejo since building the display, but our real winner is Brancott Estate. Since the trial, we’ve sold 50 bottles,” said Steve

Archer, of Hightown Convenience Store (Premier) in Congleton, Cheshire. The trials followed a survey by Newtrade Insight, which found 86% of retailers believe they can make more money from wine in 2021. However, lack of category advice is the biggest barrier to this, with 33% of independent stores saying they don’t know which lines to stock.

MARS Wrigley UK is reducing the packaging of some of its brands to save 51 tonnes of plastic per year. From April 2021, selected standard and sharing pouches of M&M’s, Galaxy Counters, Galaxy Minstrels, Revels, Maltesers Buttons, Skittles and Starburst will be narrower in the UK and Ireland. Nick Reade, sales director and interim general man-

ager at Mars Wrigley UK, said: “As well as cutting back our plastic use, it means for some brands we can �it more packs into the boxes we ship, increasing our ef�iciency.” The move forms part of the supplier’s ‘Sustainable in a generation’ plans of developing packaging that is 100% reusable, recyclable or compostable, while decreasing its virgin plastic use by 25% by 2025.

CLEARSPRING has added two loose teas to its Japanese teas range: Organic Gyokuro Green Tea and Organic Japanese Matcha Sencha. Both come in 85g sustainable and reusable tea tins, featuring Clearspring’s

new design. Gyokuro has an RRP of £14.99, while the Matcha Sencha variety comes with an RRP of £12.99. Both are designed for customers looking for premium options in the tea category in the lead up to Christmas.

COCA-COLA is offering people the chance to share messages on London’s Piccadilly Lights for everyone to see. Users will be encouraged to tweet their message to @CocaColaGB, using the hashtag #CokeSign, for the chance to have their name, message and image up on the iconic lights. Simon Harrison, vice presi-

dent for commercial development at Coca-Cola European Partners GB, said: “This year has been challenging for many people and continues to be with ongoing restrictions. So, this Christmas, as a way to make it special, we want to offer people a chance to share messages with friends and loved ones via one of the biggest and best ways possible.”

MONDELEZ International is teaming up with pop legend Lady Gaga on limited-edition packs of Oreo, dubbed the ‘Sing it with Oreo experience’. Designed around her 2020 album Chromatica, the classic blue packs will become pink, with a scratch motif displaying Oreo cookies inside. The limited-edition packs will roll out across classic vanilla and twin-pack varieties, with more details surrounding the campaign to be announced soon. The supplier said Oreo and Lady Gaga share values of inspiring and spreading kindness, and believe in the power of music to bring people together.

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

Country Choice expands vegan range

IN time for Veganuary, Country Choice is expanding its vegan range with hot and chilled food to go. This will include a steakless bake, chicken-less bake, steak-less pasty and a vegan croissant. The RRPs for the savoury selection range from 99p-£3.29. Also joining the range is a selection of vegan meal components, including a plantbased Cumberland sausage, spicy bean burger and Quorn vegan �ishless �ingers. The new selection of chilled meal �illings includes Kimchi Rainbow Grain Salad, Lebanese Style Freekeh Salad, Mexican Style Turtle Bean & Quinoa Salad, Vegan Coronation Chickpea and Vegan Egg-less Mayo,

Availability is everything! As consumer behaviour evolves it brings new shoppers and new purchase occasions to every category. With 38% of occasions happening at home, particularly whilst relaxing or after a meal, and almost half of all gum purchases unplanned, it is crucial for retailers to make gum available and visible for every shopper, every trip.

Mars Wrigley reduces Oreo teams up plastic waste with Lady Gaga

Coca-Cola lights up Piccadilly Circus

MORE OCCASIONS, MORE SHOPPERS, MORE SALES

along with a range of other ingredients including plain tortilla wraps, Violife cheese, Branston sandwich pickle and a gourmet salad mix.

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

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

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

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

27/10/2020 17:13

SOLUTIONS

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

MEET THE RETAILERS

THE STORE AS IT STANDS

UMESH PATEL UP1 NEWS, SILVERTOWN, EAST LONDON

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

“This is a very mixed area, with a lot of families of African, Eastern European and British heritage. While the majority of our customers come from local families, we’ve recently started to see a real influx of young professionals moving into the new housing being built in the area. “Our soft drinks display accounts for around 60% of our sales in the summer, worth about £1,500 in the busiest weeks. Energy and sports drinks account for around 60% of our soft drink sales. “Our busiest times are 8-9am and 3-5pm, with lots of commuters and young people, heading to and from the nearby DLR station.”

"This is a fantastic local store. Umesh has a good mix of people that live locally and commuters stopping by on their way to work. He’s been here for 30 years, so he knows his customers, and what they want, really well. "Umesh has got a really comprehensive soft drinks range. He has multiple SKUs, flavours, and different formats for the different needs of his customers. Whether they’re picking up drinks on their way to work or picking up larger formats to take home to their families, he’s got it all covered."

LESSONS FOR YOUR STORE

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

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

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

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

50%

THE RESULTS

OF ALL SOFT DRINKS ARE BOUGHT ON IMPULSE

FLAVOURED CARBS HAVE SEEN GROWTH OF

7.1%

RECENTLY

29%

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

50%

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

THE CHANGES WE MADE IN STORE

1. BLOCK YOUR SOFT DRINKS BY CATEGORY

BEFORE

AFTER

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

2. WITHIN EACH CATEGORY, ARRANGE BY FORMAT

BEFORE

AFTER

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

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

BEFORE

AFTER

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

Energy and sports drinks accounts for a huge 60% of Umesh’s soft drinks sales. We’ve blocked his sports and energy by need state – starting with stimulants, flowing into sports, then energy and finally natural energy. We’ve also brought his take-home drinks into this chiller, helping the customer to find the right drink for the right occasion.

OPINION

IAA #COMMUNITYSTARS

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: Should retailers be made priority in receiving the vaccine? “IT’S so hard to say who’s more important than somebody else in a situation like this. However, my team have been considered key workers from the very start of the pandemic, so it wouldn’t make sense for us to be removed from that bracket now.” Vip Measuria, One Stop Draycott & Post Office, Derby

The Independent Achievers Academy (IAA) joined Trudy Davies, of Woosnam & Davies News in Llanidloes, Powys, to uncover how she has built a strong reputation and makes sure her small store continues to thrive. Here are three lessons you can learn

Trudy’s team works in bubbles so they can continue to operate should a team member need to isolate. The store is also cleaned regularly, has sanitiser stations and offers free disposable masks to those that forget.

To become more sustainable, Trudy installed sensors in rooms not often used, like her stock room, to save electricity. Trudy also encourages shoppers to bring their own containers for bird feed and other pet food.

Knowing Christmas will be different, Trudy offered to deliver any items her customers might need for the season, such as gift tags. Customers can call up the store and it’s delivered by the team the same day.

TRUDY’S TOP IDEA “Make your shoppers and community feel valued, especially if they’re self-isolating. Pick up the phone and see if they need anything. Your customers will appreciate this.” Read the full coverage and find out more about the next IAA #communitystars event on 20 January at betterRetailing.com/IAA-community-stars

Aman Uppal, One Stop Mount Nod, Coventry

We have always been considered key workers GOV’T: How would an additional increase in staff wages affect you?

KEY TAKEAWAYS 1

“I THINK retailers should be included in the third or fourth tier down after those working with the vulnerable and those who have underlying health conditions. It’s important drivers, packers and people working on the logistics in retail aren’t forgotten, either.”

We simply can’t keep cutting hours

“I HAVE three members of staff over 25. The increase will have a minimal impact given the large savings we have already made, for instance, we had six members of staff before the pandemic. I suspect others will do the same – offset the increase by saving elsewhere.”

Les Gilbert, Chard Newsagent, Somerset

“WE employ four part-time and four full-time staff currently from 16 to 60 in the store. This will have a big implication on our business. Every time we have an increase, we cut hours just to budget the extra cost in, and we simply can’t keep doing that.” Mike Lakhani, Premier St Mary’s, Southampton

LOCKDOWN: How are you preparing your store for sudden changes? “SINCE lockdown, I’ve realised our main rival isn’t the Scotmids, but the pubs. The difference with alcohol is instead of storing extra in the stock room, we just buy for the shelves now. If restrictions tighten, we will increase our alcohol again.”

Ferhan Ashiq, Day-Today Ashiqs, East Lothian

“THERE is no real plan for the tier system, we just make sure our core availability is up and that is what we have been working on. There is definitely more stock in the stock room, and we want to keep it up a little, especially on top-selling lines.” Atul Sodha, Londis Peverills, Greater London

We are just buying for the shelves now XMAS: How are you cross-merchandising to maximise sales?

You never know what’s going to work

“WE’VE put port near our large range of cheeses as we are overloaded with Christmas stock. Cross-merchandising is not always necessarily a promotional drive or price-driven, but about siting products together that can inspire customers and provide an uplift in sales.” Sid Sidhu, St John’s Budgens, Kenilworth

“WE are doing a lot of trial and error. Nothing is off the table this year. It’s a learning process. You never know what’s going to work. By trying different ideas, we could land on a goldmine. We have a new team member and she’s looking for ways to drive sales, and that includes cross-merchandising.” Alan Mannings, Shop on the Green, Chartham, Kent

LETTERS

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

Harj Mickleton Village Stores, Dhasee Gloucestershire

Letters may be edited

Delivery and pop-up kitchens will help us succeed in 2021

‘Enfield council’s £300 fine is unreasonable’ ENFIELD council gave me just seven days to provide a waste transfer notice for when I’d switched from wastecollection.com to Biffa, before hitting me with a £300 �ine. I tried everything in my power to get hold of the notice, but my waste collection �irm was acquired by SWR in 2019 and I was told they lost the document during the transition. When the council of�icer returned a week later, my

staff showed the note con�irming Biffa had taken over but they weren’t interested. I even managed to get hold of the former operations manager at wastecollection. com who provided me with an email con�irming the switch and that they had lost the documents. I feel it was unreasonable to be asked to send the documents within seven days and to pay a �ine of £300. It is a huge amount for us and I cannot afford this. I am

a family man and this is a small family-run business. I do not have a lot of staff members or a big of�ice. I pay my council rates, and income tax properly. I do not put our waste on the street, either. All our waste goes into proper bin bags that they regularly collect.

Keyur Patel, Brimsdown Avenue Post Of�ice, London

A spokesperson for En�ield council told Retail Express:

“We are not commenting on this. The �ixed penalty notices (FPNs) are there to safeguard proper, sanitary waste management; help the health and safety of businesses, their staff and residents; and help to prevent �ly tipping.’ When challenged on whether the �ine was proportionate to the issue, the council spokesperson said this “belittles the fact that thousands of business owners across England do the right thing”.

WIN £50-worth of Big pots

WIN £60-worth of Cîroc

TO help retailers appeal to different shoppers with convenient options from a familiar brand, Batchelors is giving five lucky retailers the chance to win £50-worth of its latest Big pots. Available across Super Noodles and Pasta ‘n’ Sauce lines, Big pots offer shoppers more filling meal solutions.

TO help boost the appeal of your premium alcohol range, Retail Express has teamed up with Cîroc to offer five retailers a chance to win bottle of Cîroc Vodka and Cîroc Red Berry Vodka, worth £60. Cîroc’s share of total sales typically spike during Christmas across impulse, with the brand catered to festive celebrations and treating occasions.

TO ENTER

Fill in your details at:

Our competitions remain online for four weeks from publication date. Editor’s decision is final.

betterRetailing.com/competitions

JANUARY is a quiet period for us following the Christmas rush, so we use this as an opportunity to look at the business and review each product and category. In fact, we will planogram the entire shop floor using data we’ve accumulated over the past three months to identify areas for improvement. We will start with chilled, moving to grocery, petfood, Each issue, one of seven top household and retailers shares advice to finish with beers, make your store magnificent wines and spirits. Our focus for 2021 will be our online presence. Home delivery is a growing part of our business and any independent retailers who is yet to launch one is missing a trick. Whether it’s launching your own or using an app, it’s the future of convenience retail. Building a digital footprint is an investment on your business and it’s about having the right people in the right places. It’s also a learning curve. I learned a lot about social media and having an online presence from other retailers, including Amrit Singh, owner of Nisa Local High Heath in Walsall, West Midlands. While I understand social media and having an online presence, it’s not my go-to, so one of my assistant managers looks after anything we do online. This has worked quite successfully for us. Operating a 24/7 delivery service is a major step for us, but one we want to implement next year. We can use our store as a hub, but there’s no reason any store isn’t able to launch a round-the-clock delivery service. This year has been like no other and social distancing has made things harder for independents, like running events – but shoppers want a reason to travel. As a result, we’re trialing pop-up kitchens outside of the store every fortnight, using different suppliers. It’s actually been quite popular, and each event sells out every time. Younger generations don’t want to visit the pub as much anymore and their social dynamic has changed – they want something different and it’s important we offer this. Working from home is going to be the future for most shoppers and, as independents, we need to embrace this.

Get in touch

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

RETAIL

IN ACTION

While we still don’t know what spring occasions will hold, FERRERO is noticing households wanting to celebrate the moments that matter to them. This includes spending on quality confectionery products to treat loved ones. RETAIL EXPRESS finds out more

ONE MINUTE CATEGORY MANAGER FERRERO

What to stock PREMIUM confectionery plays a key role at seasonal events, including Valentine’s Day, Mother’s Day and Easter, as well as personal celebrations all year round. Retailers can meet shopper needs with a strong range of core products from brands such as Ferrero, Thorntons and Kinder.

Thorntons Classic 262g

Thorntons Continental 142g

Ferrero Rocher T16, 200g

Ferrero Collection T15, 172g

Kinder Joy 20g

Kinder Surprise Egg 100g

RRP £6.50

RRP £5.50

RRP £5.76

RRP £6.31

RRP £1.14

RRP £6.35

How to stock it HAVING a strong core confectionery range containing recognised brands is key for retailers as it gives shoppers the confidence they’ll find what they need ahead of the celebration. Supporting popular events with secondary displays is also crucial.

TOP TIPS Ensure you have a good core range of products available all year round, which have strong appeal without losing relevance.

Use PoS materials to signpost key products up to four weeks ahead of events to attract your shoppers’ attention.

Where to stock it

Stock confectionery alongside complementary products, such as flowers and gift cards, with secondary displays ahead of seasonal peaks.

CONFECTIONERY is a broad category that meets a wide number of shopper needs, so it’s important this is reflected in store. Where space allows, secondary displays and eye-catching materials should be used to reach more shoppers.

FERRERO’S THREE TOP TIPS

Boxed chocolates and larger formats should be sited next to single bars and sharing bags, splitting your fixture between on-the-go and giftbuying missions.

Seasonal solutions containing confectionery, gift wrap, cards and flowers should be located in a prominent location near the entrance for up to four weeks ahead of the event.

Ensure you’re helping shoppers keep their distance from each other. Allow sufficient space around seasonal displays that lets people stop to select the right gift.

MINU

CATEGORY M

FERR

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

In partnership with

Equipment needed DEPENDING on the store size and layout, several display solutions are available via Ferrero’s retailer hub: YourPerfectStore.co.uk. Retailers can view what materials can be ordered for each brand and can contact the team for any support.

UTE

MANAGER

RERO

Shelf labels are a great way to attract shoppers to specific countlines and avoid products getting lost on shelf.

Free-standing display units for Thorntons or Ferrero Rocher can hold larger formats that are well-suited for sharing, so can catch shoppers’ attention ahead of key gift occasions, such as Valentine’s Day.

Parasite, hookover and clipstrip units are an efficient way to dual-site certain smaller products, without taking up extra space.

Now shout about it TOPTIPS Consider promotions that offer shoppers a full gift solution, such as a box of Ferrero Rocher with sparkling wine, or a competition to engage your shoppers.

Valentine’s Day can drive confectionery sales early, with 78% of UK households buying into the event in 20201, while Mother’s Day has shoppers buying for more than one person, such as mums and grandmothers.

Consider how your shoppers’ habits may have changed this year. Home delivery is an appealing option and tends to have a higher spend as shoppers don’t have to carry products home.

Who took part JACQUI DALES London Road Bakery, Boston, Lincolnshire “LAST Valentine’s Day, we created a display at a prominent location, stocking boxed chocolate – including Ferrero Rocher and Thorntons Classic – alongside flowers and sparkling wine to remind shoppers to pick up gifts as they shopped. “We also ran a competition for shoppers to win a bouquet of red roses that contained hidden chocolates, which helped to boost our boxed chocolate sales by 17% in the week ahead of Valentine’s Day. On Ferrero Rocher T24, we sold over four times as many boxes that week, too, compared with the same time in 2019.”

To get more advice on maximising your confectionery range, visit YourPerfectStore.co.uk Sources:

Kantar FMCG, 2 w/e 16th February 2020 - Food & Drink defined as Chilled Ready Meals, Chilled Desserts, Chocolate Boxes and Wine (including Sparkling)

ACADEMY IN ACTION

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

Name: Shop: Location: Size: Staff:

We’re here to help. Call 020 7689 0500

Aman Mann Costcutter Fossway Walkergate, Newcastle upon Tyne 2,000sq ft Three full-time, six part-time

PARTNER ADVICE Susan Nash

IN-STORE DISPLAY In part 11 of our 12-part series, the IAA and MONDELEZ INTERNATIONAL visited AMAN MANN to help him drive sales by creating impactful in-store displays

BEING great at creating in-store theatre means getting imaginative with product displays to inspire customers to drive extra sales. Retailers excelling in this category walk their shops regularly in the eyes of their customers and rotate promotions to give shoppers a more exciting experience. Aman Mann converted an old MOT garage into the present Costcutter Fossway in 2019. With Christmas and New Year around the corner, Aman wants to inspire his customers and get them excited about the season, enticing them to pick up additional products, but isn’t sure how to go about it. How can the IAA and Susan Nash from Mondelez International help?

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

Great displays make it easier for customers to shop. By making a few tweaks, Aman can inspire customers and drive sales. Susan Nash Trade Communications Manager Mondelez International

YOUR ACTION PLAN 1 Walk your shop

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

2 Benchmark your shop

WHY I TAKE PART

Use the checklist below, ticking all you see evidence of

With Christmas fast approaching, I wanted to get an outside perspective on building strong seasonal displays. I also wanted advice on creating impactful in-store displays to increase my sales and enhance my shoppers’ experience. It was great to meet Susan and Angela from Mondelez International. I’m looking forward to implementing the changes and seeing the results.

Arrange products in impactful pointof-purchase displays

IAA ADVICE Working with suppliers to maximise impact

Arranging products in impactful point-of-purchase displays

Using theatre in displays to grab customers’ attention

Aman offers a wide range of confectionery, from single formats to sharing bags, but it isn’t in a high-traffic area, resulting in lost sales. What can he do to make his display stand out?

Aman has two promotional bays at the front of the store but feels he’s not making the most of them. What can he do to encourage customers to the area and drive impulse purchases?

Aman has a strong fruit and veg range but struggles to keep the display looking attractive and feels it doesn’t stand out. How can he tempt more people to buy?

Susan says: “Aman has strong ranging, but visibility of some categories could be better, particularly confectionery, as customers don’t notice it when queuing. By working with suppliers, you can group the right products together to make the display more eye-catching, ensuring the category stands out and helps to drive sales.”

Susan says: “Promotional bays are the first thing shoppers see, and Aman has a real opportunity to create in-store theatre and encourage spend. By making one of the bays a focus point for different seasons, like displaying seasonal products and adding tinsel for Christmas, he can transform the area and prompt more shoppers to buy.”

Susan says: “Aman’s fruit and veg offers both quality and value and is well-placed within the store. Displaying it in rusticlooking baskets will make the display more enticing for customers to shop and help to keep the display regimented. Signage that communicates the origin and price will also communicate the quality and value.”

ACTION Work with suppliers to make displays more eye-catching and inspire additional purchases.

ACTION Dedicate a promotional bay to different seasons, rotating to ensure the display stays impactful.

ACTION Source rustic-looking baskets and signage to convey quality and inspire shoppers to purchase.

Use theatre in displays to grab customers’ attention Plan in-store opportunities to maximise results Work with suppliers to maximise impact Record what works and use it to improve

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

INSPIRE SHOPPERS TO BUY MORE Visit betterRetailing.com/IAA to pique interest with your displays and see how you can improve in 11 other categories

Next time: Availability follow-up

FORECOURT FOCUS

Maintaining maintenance standards p19

2030 ban on new petrol and diesel cars official DARYL WORTHINGTON THE UK government has con�irmed the ban on the sale of new cars and vans powered exclusively by petrol or diesel will be brought forward to 2030. Previously, the end to selling petrol and diesel cars was set to come into force in 2040, but it has been widely anticipated for much of this year the date would be moved forward to 2030. In a column published in the Financial Times, prime minister Boris Johnson announced there will be £2.8bn investment in electric vehicles (EV), “lacing the land with charging points and creating long-lasting batteries in UK gigafactories”, to help facilitate the move away from fossil fuels. Sale of hybrid cars and vans “that can drive a signi�icant distance with no

carbon coming out of the tailpipe” will be allowed until 2030, according to the prime minister.

Economic impact Responding to the news, Brian Madderson, chairman of the Petrol Retailer’s Association (PRA), said that although PRA supported the process of decarbonisation, a comprehensive plan working across sectors and industries, such as aviation, was needed. “The plan to ban sales of internal combustion engine (ICE) vehicles by 2030 will force the UK to become dependent on Chinese battery technology,” said Madderson. “Our members strongly feel that the government has not done enough to develop low-carbon liquid fuels and hydrogen as an alternative to EVs, particularly when the

German authorities are investing €7bn (£6.3bn) into speeding up the market rollout of hydrogen technology. “Technical and commercial challenges remain in establishing the electric charging infrastructure required for mass EV take-up. This is particularly apparent at petrol forecourts, where many of our members have abandoned plans to install ultrarapid charging points. “This is due to a lack of local power sub-stations, onerous regulation and lack of return on investment,” Madderson continued. James Lowman, chairman of the Association of Convenience Stores, says support will be needed to aid independent forecourts in the transition. “This will bring huge challenges for petrol forecourt retailers,” he said. “Main-

taining supply of petrol and diesel to a declining but large market of traditional internal-combustion-engine vehicles, offering fast and convenient charging facilities to EV drivers many of

Forecourt crime surges in Hydrogen refuelling autumn 2020, says BOSS moves a step closer INCIDENTS of forecourt crime increased by 41% in the third quarter of 2020, according to the latest Forecourt Crime Index from the British Oil Security Syndicate (BOSS). Drive-off incidents fell in the period, while no-meansof-payment incidents seem to be on the rise. BOSS executive director Kevin Eastwood told Forecourt Focus: “During busy periods over the festive season, should a person enter a kiosk and inform you they don’t have the means to pay, try to

remain calm and courteous. In the majority of cases this type of incident is possibly a genuine mistake. “You should ensure you record your customer’s name, address, postcode and car registration number. As most people have a mobile phone, ask for their mobile phone number and try it. Then follow industry standard procedures, such as BOSS Payment Watch, as a means to help fuel retailers recover monies lost from drive-off and no-meansof-payment incidents.”

THE Department for Business, Energy & Industrial Strategy (BEIS) has allocated funding to build the UK’s �irst mobile primary standard facility for testing hydrogen refuelling stations (HRS) to ensure they deliver the correct amounts of fuel. “Petrol and diesel refuelling station designs are highly standardised and if hydrogen fuel cell electric vehicles (FCEVs) are to become a viable transport choice, then a standardised refuelling infrastructure is crucial,” said Dr Marton

Hanton, technical director at TÜV SÜD National Engineering Laboratory, which secured the funding for the project, though BEIS’ National Measurement System mechanism, to build the facility. “Ensuring consumers get what they pay for at the refuelling station necessitates accuracy at the nozzle, not the meter. We must bring the calibration facility to the refuelling station, and that is what we will do with our new mobile primary standard,” Hanton continued.

whom will typically charge at home or elsewhere away from the current forecourt network, and responding to other developments in powering vehicles, for example hydrogen. Every method of

powering vehicles requires signi�icant investment to operate safely and effectively, so these businesses need support and positive incentives to help with this transformation.”

UK Fuels adds more than 300 supermarket sites UK FUELS’ fuel card network has expanded to 3,350 sites across the country, after the company added 308 Sainsbury’s fuel stations. UK Fuels claims it is now the largest independent fuel card network in the UK, and anticipates 3,500 fuels stations will be accepting UK Fuels’ cards by Christmas. As well as supermarket fuel stations from Tesco, Co-op, Morrisons and Sainsbury’s, 80 independently owned fuel stations are also in the UK Fuels network. The company claims

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

more than half a million fuel cards are actively being used by its customer base annually. “By postcode area, we now have 96% of the UK covered with fuel station locations that accept our fuel cards, which during a tumultuous 30th anniversary year is a signi�icant milestone in UK Fuels’ history,” said Jonathan Haseler, UK Fuels’ regional director. Crewe-based UK Fuels is part of Radius Payment Solutions, which also has interests in telematics, telecoms and insurance in the �leet sector.

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Planning for 2021: get ahead with our guide to the key trends in 2021 PLUS

2020 in review: the biggest news stories affecting the independent convenience sector THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ERS TITLE RETAIL FOR N IENCE EWS A NVEN CO D N ND CO Know your lastEWS A NVEN N R IENCE nd minute lines fi TLE FO to TI RETAIL G r ow van fo How retailers turn the H ERS ADIN LE E t TH

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RETAILER ADVICE FEATURE

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

MAINTAINING STANDARDS INTO 2021 The FORECOURT FOCUS team speaks to retailers about the maintenance routines in place at their forecourts

A YEAR OF DISTRACTIONS 2020 HAS seen forecourt owners’ priorities shift like never before. Government statistics have confirmed what many retailers already know: traffic dropped significantly in 2020 due to the pandemic. This has presented many challenges, but one thing that hasn’t changed is the importance of high maintenance standards. This stretches across your

whole forecourt, and your whole team. How often are your staff checking dispensers, and what are they checking for? Could you work with software for monitoring, and what benefits would this bring you? And, with the shop side of many forecourts surging in importance, maintenance here mustn’t be neglected. From chillers to tills, making sure

PREVENTION BEATS A CURE FORECOURTS are increasingly using data and analytics solutions as part of their maintenance routines. “We manage the wet stock and fuel carefully and have an outside software company, Fairbanks, that measures our quantities and checks everything is delivered as sold,” says John Stevenson, from Stevenson Forecourts, which owns a number forecourts in the north of England. “They measure for leaking and make sure everything is working as it should. We analyse that data most days and

make sure it is alright – then phone the engineers if we have any problems.” Danny Ahmed, who runs several forecourts in the Midlands, deploys a similar solution. “We use a company called Sure Site, which monitors the pumps for every transaction that takes place – any leaks or losses – and alerts us through text and email. “It provides daily and monthly reports, which we find very useful, because if we have a loss we will find it within a day or two,” he says.

everything is working in your store and has a system in place for easy repair will ultimately save you time and your business money in the long term. With the January lull coming up, it could be a perfect time to review the maintenance routines you have in place. Doing so will provide you with a strong foundation to grow your sales and profits next year.

MAINTENANCE SUPPORT FOR Dafarn Newydd Stores & Petrol Station in Llanwddyn, Oswestry, Shropshire, it’s vital any maintenance work is done quickly and efficiently, for the store, and for its customers. “We’re a small store by the side of the road, and any maintenance on the pump will block access to the shop,”

explains owner Andrew Johnson. “The next nearest fuel station is 15 miles away, so if we’re out of action it affects a lot of people in the village, and people visiting the tourist sites nearby.” For that reason, Johnson has found working with a maintenance company to be crucial. “We use DR Fore-

courts. Although it is a national company, it is based 20 minutes away, and looks after us well. Any problem is fixed within 24 hours. DR knows the ins and outs of the technology and all the current legislation, so it’s a lot easier then trying to fix something ourselves and risk making the problem worse.”

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Goran Raven, Raven’s Budgens, Abridge, Essex “OUR priority is making sure everything is safe for the customers. We do daily inspections and also listen to feedback. If it’s a simple maintenance issue to deal with – like a lick of paint – we do it ourselves, but 99% of the time it is contracted out. “Tokheim Services will look at things like tank gauges and monitoring equipment for the wet stock. We have our own electrician, so if our LED bulbs are out, they will get them repaired. “It’s absolutely crucial to make sure the forecourt looks up to scratch. If something looks broken, damaged or worn out, our customers will associate that with it not being secure.”

RETAILER ADVICE FEATURE

GET IN THE ROUTINE ESTABLISHING good routines is also a vital part of maintenance at any forecourt. In particular, setting up records and checklists is a great way to ensure checks are being done, and show you had been following procedures should something go wrong. Make sure it’s clear whose responsibility it is to check on equipment, and when. This is particularly important in unusually busy times, when key checks can be overlooked. “We check pumps and fuel

three times a day,” says John Stevenson. “We’re checking for cleanliness and making sure there are no warning lights. We also make sure there is a supply of gloves. We have always provided gloves and towels – but use an awful lot more due to Covid-19.” The pandemic has also forced them to take some more extreme options. “We had antibacterial fogging done across the site as we had a few people off sick. Haven’t had any problems since,” he says.

SHOP MAINTENANCE WITH more and more forecourts focusing on the shop side of their business, it’s important to maintain high standards here, whether it’s on chillers, or even tills, when speed of customer service is so vital. “Tills keep the store alive. If they break down, you can’t do a manual transaction – can’t scan anything,” says Danny Ahmed. “When we have a breakdown, we call PointFour, and they will dial into our system and sort it out when the customer is standing there. They can access our tills with-

in a few seconds – before, we used to put the pump out of action and take personal details of customers. Sometimes we needed to chase people for money, and that’s always tricky. So, it is worthwhile spending some money on a decent, reliable till system.” Ahmed has a similar opinion on pumps, and after having an issue with a secondhand pump, only uses new pumps now. “If we can’t dispense, we aren’t going to make as much money – pumps have to be nice, clean, easy to use and working.”

Maintenance checklist

Schedule regular maintenance checks with your team. Have paperwork in a place to record checks have been done. Presentation is also important. Well-maintained dispensers create a good first impression. Consider software such as Sure Site. Do you have a system in place for if there’s a problem with your tills? How quickly can they be repaired?

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Danny Ahmed, Costcutter Crankhall Lane, Wednesbury, West Midlands “IN order to maintain chillers in store we’ve set up a WhatsApp group for our staff members. Every staff member takes eight pictures when they start and finish their shift of the chillers – so we see what the person is doing and the state of the equipment. “We have done this from day one. We clean chillers on a daily basis, and whenever we’re rotating products, but there will also be a more thorough clean twice a week. This is because we don’t have an automatic system to tell us when the chillers are breaking down. I know there is a system out there, but it is quite expensive, so good practice in the team is our solution. “The staff take the temperature digitally and log it into the book. If we have a major problem, we alert an engineer who comes out, but we do everything to ensure that we don’t need to do this regularly.”

ACADEMY IN ACTION

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

We’re here to help. Call 020 7689 0500 Jack Courtez

SERVICE TO THE COMMUNITY In the final part of a 12-part programme, the IAA and RN visit PAV GARCHA in Salisbury to help improve how he supports his community

PART of being a successful retailer means actively contributing to your local area. Offering helpful services in store, as well as supporting a local school or donating your time to community initiatives, can increase customer loyalty, but to do it well, retailers must plan. Pav Garcha bought Central Stores Winterslow in Salisbury, Wiltshire, two years ago following a career change from dentistry. Pav has a post office, knows customers by name and has hosted events in store in the past – but wants to get more involved with his community. What can the IAA and Jack Courtez from RN suggest to help Pav support his community?

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

Name: Shop: Location: Size: Staff:

Pav Garcha Central Stores Winterslow Middleton, Salisbury 1,500sq ft One full-time, five part-time

PARTNER ADVICE The value of getting involved in your community cannot be overestimated. A few simple changes can help Pav increase loyalty. Jack Courtez Editor RN

YOUR ACTION PLAN 1 Walk your shop

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

2 Benchmark your shop

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

WHY I TAKE PART Being new to convenience retail, I’m always looking for ways to improve. While I’ve taken steps to improve my community presence, like advertising in our local parish newsletter, I feel there’s more I can do. The ideas the IAA and Jack from RN have suggested today are simple to implement and I’m sure they will help to increase footfall and drive sales.

Offer services to make you a one-stop shop Be generous through charity work and fundraising Support and promote local initiatives or campaigns Plan and budget to ensure success

IAA ADVICE

Share successes so your hard work is noticed

Sharing successes so your hard work is noticed

Supporting and promoting local initiatives or campaigns

Planning to ensure success

Since taking over the shop two years ago, Pav has tried to get involved with his community by hosting events in store, but hasn’t received much traction. How can he make sure he shows he’s there for the community?

Pav is relatively new to the area and wants to engrain himself in the community. While he is well-known by his existing customers, there is more he can do. How can he engage potential new customers?

Being new to retail, Pav has focused on building his range and reputation. As a result, events can creep up on him, meaning he struggles to make the most of them. How can he maximise every seasonal opportunity?

Jack says: “It’s great you’re getting actively involved in your community through in-store events and donations, but you also need to highlight this. By using your notice board outside the store to communicate your efforts using photos or cards, you can show your personality and cement your role as the heart of the community.”

Jack says: “Being involved in your community is key to retaining customers and offering your time to the local parish council can help achieve this. By supporting new initiatives, you can become the go-to place for locals. Why not try asking customers what organisations they would like you to support.”

Jack says: “Advance planning is key to making the most of seasonal events. Deciding how you will approach each one a couple of months beforehand allows you to budget and implement any safety measures, such as staggering entries or social distancing. It also gives you time to tell your community, so you increase your reach.”

ACTION Display photos of events and charities you support prominently to show you’re helping the community.

ACTION Offer your time to the local parish council and ask shoppers what charities they’d like you to support.

ACTION Have a calendar with the events you want to support as well as preparation dates to help you plan.

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

DRIVE AWARENESS AND LOYALTY Visit betterRetailing.com/IAA to to find ways to contribute to your local area and see how you can improve in 11 other categories

Next time: Shop Layout follow-up

CATEGORY ADVICE PRICE-MARKED PACKS

ARE PMPS WORTH IT? Budgeting and saving money has become a priority for many shoppers, so it’s important retailers showcase value where they can. TAMARA BIRCH looks at the growing importance of price-marked packs and how to incorporate them in store

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THE NEED FOR VALUE IT’S no secret the UK economy is struggling, and shoppers are looking for ways to save money. In fact, Simon Gray, founder and manager director at Boost Drinks, says this new manner of shopping is likely to continue well into 2021. “With the economic uncertainty, shoppers are now, more so than ever, looking for great-quality products that offer value,” he says. “We expect this view to continue as the economy looks to get itself back to where it was pre-Covid-19.”

Retailers have been reporting for months they’ve seen a shift towards value and shoppers expecting more for their money, but as we enter a second uncertain year, reviewing your range is a wise choice. Price-marked packs (PMP) clearly demonstrate value and show your shoppers they’re not paying more than they should. In fact, six in 10 shoppers believe PMPs offer better value for money than regular packs, with 82% actively looking to purchase PMPs as part of their weekly shop.

Allison Wallentin, category manager for convenience at Saputo Dairy UK, says: “PMPs help to overcome the common preconception that convenience stores are more expensive than rival outlets, such as multiples.” Kate Needham, marketing director at Burton’s Biscuit Company, echoes this. “Offering customers a range of price-marked biscuits is a simple, cost-effective way for convenience retailers to attract impulse shoppers – and increase basket spend,” she says.

Matt Goddard, wholesale trading director, PepsiCo “DURING times of uncertainty, people turn to the brands they love and trust. In fact, 56% of shoppers tell us they trust the brands they know and as value for money becomes increasingly important, it’s vital retailers stock a key range of bestsellers. Our Walkers Hero 20 range, a list of 20 must-stock Walkers products, accounts for 21% of all crisps, snacks and nuts segment sales in independents and symbols. The range also includes PMPs from Doritos, which is the number-one-selling £1 RRP PMP snacks brand in the convenience market. “This year, more consumers have been working from home and had more time to spend on their breakfast. After the first lockdown, this led to more shoppers turning to the traditional sub-category, leading to a growth of 12.2% since March. We’d recommend retailers clearly signpost and actively communicate a good selection of products that provide value for consumers.”

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

THREE tips to make pmps work

the stat

38%

of shoppers say PMPs reassure them they’re not being overcharged

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Make sure they meet trends Suppliers have reported an uplift in larger pack formats and have responded by launching products in a PMP format. Contact suppliers about their bestselling lines that are available in PMP formats and use sales data to monitor their success. Build excitement PMPs communicate value and reassure your shoppers, but to increase sales you need to go bigger. Drive excitement by creating an impactful display and signage to highlight the deals you have available. Know your customers The reality is PMPs won’t work for every store. Look at your customer base and your competitors to determine if they’re more likely to work for you. If you have several stores nearby where you need to competitively priced, then PMPs could help you stand out.

26/11/2020 12:22:32

CATEGORY ADVICE PRICE-MARKED PACKS

ARE PMPS THE RIGHT CHOICE? FOR years, PMPs have been hailed as the ultimate way of expressing value, but are they a viable option for your store? The reality is they won’t work for every shop. Parminder Walia, category development manager at Tetley, warns that in some categories PMPs will only work for higher-value lines. “Value for money doesn’t always mean cheap and price-marks aren’t suited to everything,” Walia says. “It comes down to getting the balance right between offering the right price-mark to encourage high volume sales, while leaving space for high-value products.” PMPs are more effective in some categories, though, such as impulse, but there’s no denying that PMPs contrib-

ute to an overall positive price perception. Susan Nash, trade communications manager at Mondelez International, says: “The perception of improved value, convenience and trust from their customers make stocking PMPs a good option – with a fifth of shoppers even going as far as to say they would choose a particular convenience store if they knew it stocked PMP products.” Knowing if PMPs are right for your store means having a strong understanding of your customers and the area you operate in. Talk to your shoppers about how they perceive value and incorporate this into your range – but do this one category at a time and monitor its success using sales data.

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Matt Gouldsmith, wholesale channel director, Suntory Beverage & Food GB&I “PMPs are incredibly important for retailers when it comes to demonstrating value to their shoppers. They need to be balanced alongside shopper insight and store-specific requirements in order to meet the needs of consumers. “We know that PMP soft drinks are growing more quickly than non-PMPs in convenience, with PMPs growing by 16% versus an increase of 6% from nonPMPs. In fact, PMPs account for 74% of total soft drinks sales in the convenience market, so we know how important it is to offer a competitively priced range for independent retailers and their customers.”

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

MAKING PMPS WORK FOR YOU STOCKING in-demand products and formats will help drive sales, but offering these in a PMP format ensures you’re catering to a wider audience, too. Retailers and suppliers alike have reported an uplift in larger and multipack formats. Suntory Beverage & Food GB&I’s (SBF) wholesale channel director Matt Gouldsmith says the soft drinks category is being driven by drink-later variants. “These options are growing by 8%, with multipacks growing by 9.4%,” he

says. “To help retailers cater for shoppers drinking more soft drinks at home, we’ve reduced the on-pack price on some of our products, including Ribena 600ml, to £1.50.” Sharing PMPs are also a trend to focus on, according to Matt Goddard, wholesale trading director at PepsiCo. As a result, Goddard recommends focusing on bestselling lines in popular formats. “There are 775 £1 PMP products in the savoury snacks category, however 80% of sales come from

just 59 of these products in convenience,” he says. Offering a PMP option on snacking products can also encourage purchase, with 57% of shoppers wanting a PMP on crisps, snacks and nuts in store. “Snacking continues to grow and responds well to promotional activity,” says Matt Collins, trading director at KP Snacks. “Communication of these offers and value in store will be key as shoppers will be savvier in their habits and look around for the best deals.”

MERCHANDISING PMPS EFFECTIVELY FOR PMPs to be effective, they need to be clearly seen by your customers. PoS helps to draw your shoppers’ attention to the fixture. Mark Tanner, head of wholesale and independents at Carabao Energy Drink UK&I, says to make sure PoS highlights the value the range offers. “Retailers should consider a variety of PoS that focuses on PMPs, including posts and wobblers on offers to help boost product sales,” he says. When reviewing your range, focus on a section of the fixture to dedicate to PMPs and stock

a core range that covers your top categories. Alternatively, offer a PMP option on slower-selling lines to determine if it’s a price issue. But sometimes the simplest way to drive PMP sales is ensuring the fixture is well merchandised and easy to spot. According to Pladis’ vice president of customer, Scott Snell, a well-merchandised PMP display will always encourage additional purchases. “The appearance of a display is often underestimated in terms of the influence it has on purchasing decisions,” he says. “Shop-

pers want themed space and signage, so offering secondary sitings can boost sales.”

Meanwhile, Mark Walker, sales director at Swizzels, recommends retailers focus on offering a price-marked option of sugar confectionery hanging bags. “Hanging bags are performing well, having grown by nearly £100m in the past two years, and with 82% seeking out PMPs, it’s important to display a strong PMP offering that provides breadth of choice and bestselling lines,” he says. Ask suppliers for any planograms they may have to help build a PMP display.

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30/11/2020 19:40:19

CATEGORY ADVICE CHINESE NEW YEAR

MAKE YOUR DISPLAY AS STRONG AS AN OX With Chinese New Year falling on 12 February, it can be a great way to kick-start sales in the lull after the festive period, writes JOANNA TILLEY

DAZZLING DISPLAYS WHEN it comes to encouraging sales over any major celebration, whether it’s Christmas, Diwali or Eid, it is vital to generate a buzz and some excitement in store. Chinese New Year is no different, and benefits from being associated with bright colours and uplifting messages. A red-and-gold display in store can be great for retailers as it generates awareness and a sense of occasion that will create the energy for customers to get involved, regardless of their ethnicity. Abdul Arain, of Al-Amin Stores in Cambridge, says he usually has a Chinese dragon on the street outside his store,

provided by the Cambridge Chinese Society – and this has boosted sales in the past. Even though the dragon may not go ahead due to Covid-19 restrictions, Arain says he works with suppliers to create decorations in store that make the environment inviting and lively. While Jay’s Budgens retailer Pratik Patel hasn’t invested in Chinese decorations in the past, he is thinking about taking this step after having success with other festivals in the year. “We created a big display for Diwali and my wife cooked a lot of food, and this went

down well,” says Patel, from the store in Crofton Park, south-east London. “Our Halloween display was popular, and we plan a big Christmas display as well because these efforts definitely encourage sales. So, going forward, we might try some Chinese lanterns and make more of an occasion of Chinese New Year.” Backing up this statement, managing director of Lee Kum Kee Europe Limited Maria Chong says it is a great idea for independent retailers to consider installing Chinese New Year-themed displays, to go alongside on-shelf materials and cross-merchandising.

15 DECEMBER 2020-11 JANUARY 2021 betterRetailing.com

BUNDLING AND CROSSMERCHANDISING TAPPING into the Chinese saying that ‘good things come in pairs’, Chong advises retailers to stock up to motivate shoppers to buy sets of items to create classic Chinese New Year dishes at home. Although Patel sells Chinese products all year round, he believes it is particularly important for retailers to provide products that allow customers to cook from scratch. “Fennel, beans sprouts, lemongrass, pak choi, seaweed, it is important not to forget about fresh products you can offer as well,” says Patel. “We make sure we have all the

right ingredients and a wide range so someone can make a full meal.” Patel also supplies the ingredients so customers can make spring rolls and sushi at home. Stocking the higherend range Clearspring, Patel highlights the importance of offering customers low- and high-end options, such as a choice of udon noodles for £2.50 or £4.50. Arain says his Chinese sweets and cakes are particularly popular over Chinese New Year, so he offers a deal where customers can buy a cake and

get a discount on a Chinese sauce. Dennis Williams, owner of Premier Broadway Convenience Store in Edinburgh, adds Booker has offered Chinese New Year promotions in the past on rice and sauces, and this has helped to drive sales. To help boost sales and meet demand, Chong advises that retailers should work to crosspromote popular items, such as noodles, tofu, fish and chicken, as well as essential cooking sauces such as Lee Kum Kee Premium Oyster Sauce, Premium Light Soy Sauce and Premium Dark Soy Sauce.

top tips

PROVIDING KNOWLEDGE AND INSPIRING RECIPES TO BOOST Chinese New Year sales, Arain believes it is vital that staff are able to inform customers about how to use an ingredient. For example, he is always keen to help customers work out which soy sauce is for them, as there are many different varieties on the market. If you build up a conversation with customers in this way, it is more likely you can lead them towards making a dish from scratch themselves. Arain, Patel and Williams also use recipe cards in store to motivate customers to make a dish that they haven’t previously cooked. Arain adds it’s helpful if staff are available to walk them through the cards and offer their advice, too. He

says he has found that most brands are good at handing out the right PoS and provide samples to retailers in order to improve their knowledge of Chinese products and meals. To help educate customers and retailers, Lee Kum Kee has created 12 easy recipes together with 45-second cooking videos. “Working closely with ingredient suppliers who have a wealth of knowledge will help stores open up a new repertoire of dishes to their customers,” says Chong. “Lee Kum Kee is offering ways for consumers to create simple authentic Chinese dishes with its range of ready-made sauces, available in handy sachets.” Although Chinese New Year

Inspire Recipe cards can be a great way to give your customers meal ideas, and encourage them to buy a whole set of products from you. These don’t just have to sit in your store, either – share them on social media to encourage footfall.

falls on 12 February, the Chinese community also celebrate in the weeks leading up to that day – so it is worth having your merchandising and products in place a month before.

Source sauces Make sure your range of cooking sauces are meeting different customer tastes and needs. Do you have a mix of spicy and non-spicy options? What about gluten-free and vegetarian? Sweet treats As Arain says, Chinese New Year isn’t just about savoury dishes and main meals. Try stocking a range of traditional sweets and cakes – you could even include them as part of a meal deal. Sense of occasion From decorations to in-store tastings – going out of your way to create a sense of occasion will make it easier to get shoppers in the mood to experience Chinese New Year themselves. Have the knowledge Don’t just introduce a tonne of random new products to your store. Make sure you and your team understand the speciality stock you get in, how it tastes and what it goes well with, so you can answer customers’ questions and reassure them that they’re buying the right thing.

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Abdul Arain, Al-Amin Stores, Cambridge “WE have had issues in the past when products don’t sell as well as we think they might. This could be a sauce that is out of the ordinary and shoppers aren’t familiar enough with it. However, this hasn’t been a problem for us, as we have put these items on promotion and reduced them in price, and then they have sold at other times of the year. We have also offered some samples in the past, which has helped to sell them on. In general, you can make good money on Chinese New Year products as some of the cakes, for example, are quite expensive and there is a margin to be made. It is like Christmas – people are willing to spend a bit more money over Chinese New Year as they are in a celebratory mood, so we will only do promotions if we have an excess of stock and need to.”

EXPLORE NEW INGREDIENTS ORIENTAL food remains popular among UK consumers, with recent research finding that 69% would opt for it when eating out. In a climate where Covid-19 is keeping people away from restaurants and travelling overseas, the desire from customers to explore new flavours and ingredients has never been stronger. A festivity, like Chinese New Year, provides shoppers with the inspiration to make more adventurous

choices, which will especially be called for if social distancing continues into 2021. Lee Kum Kee has the number-one Oyster sauce brand and the fastest-growing soy sauce brand in the UK. This year it has adapted the classic Hoisin Sauce to create the new Lee Kum Sweet Hoisin Sauce, which is made from selected spices, soybeans, sesame seeds and sweet potatoes. Lee Kum Kee has also introduced a

range of gluten-free products to meet the growing demand for free-from products. The brand is also capitalising on the growing trend for spicier flavours with its Chiu Chow Chilli Oil, which is one of a number of chilli sauces on the market. So, retailers should be aware of their customers’ continuing love of spice, as well as unusual sauces which could form the inspiration for a whole Chinese meal to celebrate the occasion.

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‘I WANT TO DO AS MUCH AS I CAN FOR THE COMMUNITY’ As a chaotic, challenging and tragic year comes to a close, THE RETAIL EXPRESS TEAM asks retailers about their plans for 2021

THE PROBLEM 2020 has made planning for the future more difficult than ever before, as independent stores have been pushed into reacting to an ever-changing world. But with 2021 just around the corner, we ask three retailers what they’ll change in the new year

Julia Bywater, Bywater News, Dudley, West Midlands

“OUR big move for 2021 will be getting an EPoS system installed in our store for the �irst time. I know it may be a bit behind the times compared to some other retailers, but we now realise that we need to jump into the 21st century. “Throughout, I’ll be going around and comparing the options that are available from different suppliers. This will involve looking at charges, services and the level of support each provider gives to the retailers who use their system. Getting EPoS is not just about stock control, it’s about getting a better understanding of what’s selling. 2020 has been a very different year and we’re noticing changes in what’s selling. Larger packs, for instance, are not as important any more. With an electronic system, we’ll be in a position to review our ranges and react quicker for whatever lies ahead.”

Vince Malone, Tenby Stores & Post Office, Pembrokeshire

“OUR big thing for early next year is going to be putting more effort into our home delivery, and we’ve just signed up with Jisp. Up until now, we’ve managed delivery through email and social media, but we’re now at the point of going to the next stage. Jisp has given us a nice easy route into expanding and it makes it easier for us to transition. The long-term goal is turn it into an electric vehicle home delivery service to make it more sustainable, but of course that’s a big investment, so we’ll need to see how stable 2021 is and how the delivery service fares. “Our plan for 2021 is getting through the �irst few months and waiting to see what happens with the vaccine. Realistically, we’re looking at uncertainty continuing for at least the �irst couple of months of 2021 – we’ll only be able to start planning properly from 1 March.”

Trudy Davies, Woosnam & Davies News, Llanidloes, Powys

“NOT much will change at the start of the year as lockdown won’t go away overnight. We plan for a worst-case scenario all the time in our store, but that means we can be proactive rather than reactive. Things are changing so frequently at the moment, but I’ve found this approach helps minimise any negative impact. “The importance of being a community-minded retailer has grown in 2020. In 2021, I will continue running my jigsaw library because the older generation have appreciated it so much. I want to continue doing as much as I possibly can to contribute positively to the well-being of my community. I have had to increase my plastic use a little this year because the bread has to be wrapped individually. I will be looking at ways that I can drive that back down again next year.”

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