Retail Express - 23 March 2021 by BetterRetailing

FORECOURT FOCUS

This Crawley retailer reveals how he’s adapted to change and reveals his future plans P14 US FORECOURT FOC PROFILE

‘A year ago, I was

just a garage’

toilet roll “Even when flour and we had to source, we used our prior to Covid-19, but for- were hard to to source switch them all for take-home existing relationships invested heavily in larger what we needed. We used catering I was crucial mats. We “PLANNING ahead which was a risk, but had been forced to our biggest formats, and companies that of flour, and for us and one of had the customers close to buy 5kg bags to ensure David Wyatt, knew we there,” he says. successes,” says them in store Down in the market was removed prepared went withof Costcutter Crawley David and the team our customers never Crawley, West Sussex. manage 500ml bottles of soft drinks, re- out,” David says. to wareWhen David started with one- and twoBenefiting from a largeaccomago, he could placing them multipacks. able to and the forecourt 26 years the direction litre bottles the store’s 24-hour house, David was quantities of never have predicted Similarly, modate increased take last year. underwent a huge stock. “We had anticipated a lockthe business would are normally off-licence and hav, also shifting to David’s customers Airport, transformation down a few weeks before, massive was a those travelling to Gatwickfirst lock- take-home formats. the as many ing the warehouse start. This but this changed in It has paid off, however, help and gave us a head to overhaul down, meaning he had shift from of the customers that discovered helped to maintain our sales and and of the pandemic his range overnight store. the site because build trust with our customers.” a forecourt to a convenience focus have continued to shop there. main “Impulse was our TAMARA BIRCH

02 01

23 MARCH-5 APRIL 2021 STRICTLY FOR TRADE USERS ONLY

go been a focus offering has always prominent in HAVING a strong breakfast to go becomes more expand. for David, but as food he’s looking to to food to convenience and forecourts, a small area dedicated looking to “We currently have food products, but we’re go, from chilled to hot three-to-four metres,” he says. introduce an additional its debut as part of the expansion, more. “The A pizza bar will make pizzas, wraps and much allowing David to stockthe quality of what we’re already doing increase will too.” pizza bar a range of milkshakes, and we want to introducenew range, David made the decision and only stocks To make room for the products and magazines,and we weren’t to delist car cleaning couldn’t justify the space the essentials. “We as before. A year ago, I was just a getting the same tradeto change quickly, and shoppers notice garage, but we’ve had them.” for how we’re adapting

Investing in food to Setting yourself apart Safety was our priority

one. We’ve limited installed since day store and had a “WE’VE had screens coming into the the number of customers the door,” David says. can pay at, member of staff manning pumps that customers As well as offering customers filling up their vehicles to David offered gloves risk and used media screens to the before, but to further minimise “We never did that us to keep communicate guidelines. media screens enable he says. The reduced. was the fear distance,” like keeping a safe customers, shoppers informed, crucial to reassuring standards. Cleanliness has been maintain to cleaner there’s a and he has a full-time is important whether “Having a clean forecourt car, the least pandemic or not. someone to fill up their “If you’re charging free of spillages,” the area clean and you can do is keep

mile away, finding a competitors only a WITH David’s nearest always felt strongly about working with close.” niche was vital. “I’ve as many have had to and fruit local businesses, especially a local baker, butchery, as well David has worked with in store, maintain availability Brighton when he and veg business to local gas company in as reaching out to a of stock from Calor. In fact, the struggled to get hold locally. sourcing and it’s paid “It’s been a real success their customers to us Brighton business send says. he been able real dividends,” suppliers, David has store uses The By reaching out to new and increase sales. to ramp up his offering to inform customers when new Facebook and Instagram they’ve introduced a new supplier. when range, stock has arrived or including Co-op’s own apart.” set us “We stock known brands, but local lines have which is very popular,

he says.

DOESN’T TRUST YOU

Tech giant charges stores for inaccurate orders, despite evidence proving retailers aren’t to blame

BOTTLE RECYCLING

PARCEL-FEE WIN

ENERGY DRINKS

Pandemic brings new risk to go-live date of Scotland’s deposit return scheme

myHermes compensates retailers for missing parcels after ‘glitch’ led to errors

Take advantage of a category driving soft drinks growth with new lines

P18-23

our say

Megan Humphrey, editor

Retail Express is here to help solve your problems FOLLOWING the cover story in the last issue of Retail Express, I’ve been inundated with messages from retailers telling me myHermes have started paying up for their missing parcels. It’s safe to say the pressure from trade press forced the parcel firm to own up to their mistakes. I knew something wasn’t right when the number of parcels retailers claimed they weren’t being paid commission for started racking up. One of my principal missions for Retail Express as its editor is to hold those accountable who are doing wrong by independent retailers, and this latest incident falls directly in line with that. myHermes may well have not been aware of the scale of the issue its technical “glitch” was causing, but it’s still my job to act as the voice of independent retailers and ensure wrongdoings are put right. I often hear retailers tell me they don’t feel heard by larger companies, and they will never be a priority. But if there’s one thing I want retailers to take away from this RETAILERS TELL win, it’s that no problem is too ME THEY DON’T small to contact the Retail Express team about. FEEL HEARD No matter the query, our ears are always open, and never more BY LARGER so than during this difficult peCOMPANIES riod. So, if you find yourself at a dead end, with either a complaint or an issue relating to any part of your business, I urge you to let us help you. You can find all my colleagues’ contact numbers below. We look forward to hearing from you.

The five biggest stories this fortnight 01

Scotland’s deposit return scheme go-live date at risk

MEGAN HUMPHREY THE rollout of Scotland’s deposit return scheme (DRS) is in jeopardy after the government revealed the implementation date is “under review”. Speaking in Scottish Parliament earlier this month, minister for rural affairs and the natural environment Ben Macpherson blamed the im-

pact of the coronavirus pandemic for the decision. “Given the signi�icant disruption caused to relevant sectors over the past year, we have decided to commission an independent gateway review to assess the impact of the pandemic on the go-live date for the scheme,” he said. This is the second time the government has delayed the implementation of the

scheme, after pushing it back by 15 months to July 2022, last March. As it stands, it’s unknown when the scheme will now begin. The news comes a week after new not-for-pro�it Circularity Scotland Limited submitted its application to the government to operate as scheme administrator. At the time, an industry

source revealed a “robust” application had been made, detailing how much stores will get paid for handling returns and how frequently bottles will be collected. The group was founded last month by a combination of companies, and trade associations, including but not limited to, AG Barr, C&C Group and Coca-Coca European Partners.

TURN TO PAGE FOUR TO FIND OUT HOW MANY PARCELS RETAILERS HAVE BEEN COMPENSATED BY MYHERMES SO FAR @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief (maternity cover) Tan Parsons 020 7689 3353 Digital content editor Jody Porter 020 7689 3378 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 Features writer Jasper Hart 020 7689 3384 @JasperAHHart 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 Account director Natalie Reeve 020 7689 3372 Account manager Adelice Tatham 020 7689 3366

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

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

RETAILERS across England are now able to get rapid Covid-19 tests delivered directly to their stores. The initiative is part of the government’s latest workplace testing programme. Registrations can be made using an online portal and are

Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

46,191

available until the end of June, but retailers must sign up by 31 March. The twice-a-week testing is available to retailers, including those with fewer than 50 employees. Results can be given in 30 minutes from the test being done.

Crime protection calls

THE NFRN has called for shopworkers to be given the same protection as other frontline staff in the new Police, Crime, Sentencing and Courts Bill. Maximum penalties will now be doubled from 12 months to two years for

Iceland c-stores brand

SUPERMARKET chain Iceland has launched its own ‘Swift’ convenience brand. The 1,700sq ft site, located in Newcastle, opened on 18 March and is expected to create more competition for independent retailers.

Illicit tobacco survey

Managing director Rich- THE percentage of people ard Walker said: “Plans for buying illegal tobacco from the �irst store indicate home convenience stores has delivery will be offered, along- grown in the past three years. side newspapers and magaThe Tobacco Manufacturzines, chilled, ambient, frozen, ers’ Associations annual surfruit and vegetables, and a cof- vey questioned more than fee machine.” 12,000 adult smokers across the UK on their understand-

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.

those who assault emergency workers. NFRN national president Stuart Reddish said: “Retailers face similar situations all the time. As long as there is no effective deterrent, these attacks will continue to affect the lives of innocent people.”

For the full story, go to betterRetailing.com and search ‘rapid tests’

Account manager (new business) Jimli Barua 020 7689 3364 Sales support executive Charlotte Brady 020 7689 3382

Covid-19 rapid tests

To read the full story, go to betterRetailing.com and search ‘illegal tobacco’

ing of illicit tobacco. It revealed 70% of people buy illegal cigarettes from corner shops, or newsagents, increasing from 68% in 2019, and 64% in 2018. Elsewhere, 13% is bought from a dutyfree shop, with 12% abroad in a local shop.

@retailexpress facebook.com/betterRetailing

23 MARCH-5 APRIL 2021 betterRetailing.com

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

Some photos on this page were taken prior to the Covid-19 pandemic

Indies hit back at Uber Eats for ‘unfair’ charges MEGAN HUMPHREY RETAILERS have accused online delivery platform Uber Eats of wrongfully charging them for sending out inaccurate orders to customers. The comments come after several retailers reported a spike in the number of complaints from customers in the last year claiming they were either missing products from their order, or they had been sent the wrong items. Rumandeep Kaur, store manager of RK News & OffLicence in Leicester, who signed up to the service at the end of last year, told Retail Express she had been charged numerous times in the last few months. “When I checked the invoice at the end of the week, I noticed that we had been charged for an inaccurate order,” she said. “We had a customer claiming we hadn’t given them all the items they had ordered and, as a result, it was reported as inaccurate. “Uber Eats charged us automatically without any investigation, which is unfair and suspicious to say the least.” Kaur went on to reveal she has even been charged three times in one week for the same issue. Retail Express was �irst tipped off to the problem by a retailer last April, and by another in December. At the time, both retailers

were compensated by Uber Eats, but only after it was brought to their attention by Retail Express. Alcohol, tobacco, and confectionery were the most popular lines retailers claimed customers lodged false complaints about, with charges of anywhere up to £30 being made each time. Kaur said: “We have come to notice that claiming back money for an order, or for part of an order, is very easy to do as I had a genuine issue with an order from a restaurant before and I didn’t even realise I had been refunded for it.” As a result, the affected retailers have been forced to gather evidence by taking a photo of each order to prove the correct items were picked up by the driver. “The issue has led us to take pictures of each order with the receipt once we receive it,” she said. “We’ve also been able to prove everything has always been delivered with CCTV.” Another retailer, who wished to remain anonymous, added: “We’ve also had this issue. I’ve sent them CCTV screenshots, but they’ve just replied back with default answers saying they can’t override the system.” Despite this, Uber Eats is still failing to acknowledge the documentation as proof the retailer isn’t to blame. “Every time we ring the customer support line, we are told to redirect our issues

express yourself SINCE lockdown has eased slightly, with schools open, footfall has increased because there is a junior school about 500 yards from my shop. More children are coming in the shop to buy things like fizzy drinks and crisps for their lunch boxes, and sweets and chocolate. We’ve managed to stay quite busy throughout lockdown, especially with newspaper deliveries for the elderly, and lottery sales have helped us enormously. Lynda Brown, Brown’s Newsagent, Halifax

GOOD WEEK GROCERY: The third national lockdown has driven sales in grocery, according to latest data from research consultancy Kantar. Take-home grocery sales rose by 12.5% during the 12 weeks to 21 February 2021. In addition, sales growth accelerated to 15.1% in the past four weeks, the fastest rate since June 2020. DRIVERS: The East of England Coop has ramped up security measures to ensure the safety of its grocery and delivery drivers. The convenience chain, with stores in Norfolk, Sussex and Essex, has teamed up with security firm Safepoint to protect its Snappy Shopper delivery drivers. The drivers can use an app to create alerts if they are in danger.

BAD WEEK BESTWAY AND NISA: Computer glitches with both wholesalers’ computer systems have led to separate instances of personal retailer data being leaked online, as well as the closure of cash and carries nationwide. The incidents follow a series of previous data leaks, with claims that an unnamed major wholesaler was held to ransom last year by hackers. For the full story, go to betterRetailing.com and search ‘glitches’

via email,” said Kaur. “Upon enquiry via email, we asked why they had charged us, but much to our dismay, the reply we received was evidently automated and did not answer our questions.” She added: “They have constantly ignored our evidence. They don’t actually send us a proper answer, nor do they investigate or resolve the issue with us.

the column where you can make your voice heard

“We are just going round and round in circles, and it’s really tiring and frustrating.” In response, Kaur said she has been left with no choice but to turn off the service. “We have been of�line for the past month because we don’t want to take any more orders,” she said. “Uber Eats have wasted our time, taken our money and our products, which is highly unfair, especially

during the pandemic when business isn’t booming.” When asked to respond to the claims made by independent retailers, a spokesperson for Uber Eats said: “We understand the concerns raised and we are investigating this issue.” Have you experienced similar issues with Uber Eats? Call Retail Express on 020 7689 3357

IMPERIAL TOBACCO: At least 11 shop owners have criticised the tobacco manufacturer for a secret shopping programme to switch JTI customers. More than 14 stores reported being approached by a shopper requesting a JTI tobacco product. If the shop owner went on to sell the JTI product, they were told by the ‘customer’ they had failed. If they offered an Imperial product, they were given a £10 reward. For the full story, go to betterRetailing.com and search ‘Imperial’

How has the easing of lockdown affected footfall in your store?

LOCKDOWN easing has increased footfall. Kids going back to school has been a real bonus. Parents are buying drinks, ham, cheese, crisps and sweets, and other things needed for children’s lunchboxes. Magazines are selling well because the easing of restrictions hasn’t stopped customers having time to read and people are still on furlough. Ajmer Sohal, Premier Ken’s Convenience Store, Cheshire

THE morning and afternoon school rush has picked up thankfully since the schools reopened. People are buying things for lunchboxes. Then, while they are in the store, parents buy things to get them through the day like cigarettes and top-up grocery items. However, for some reason our general daily sales are still stagnant. We are hoping sales will grow as lockdown eases further and people are allowed to gather in larger groups. Gaurave Sood, Neelam Convenience Store, Hillingdon

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

Gaurave Sood

NEWS

myHermes pays out for ‘glitch’ MEGAN HUMPHREY RETAILERS have started receiving compensation for hundreds of missing parcels by myHermes, following a system “glitch”. Following pressure from Retail Express earlier this month, the parcel firm was forced to admit a “data issue” at the end of last year resulted in thousands of pounds of underpaid commission.

Stores are supposed to receive a 35p payment for each parcel they process, but several retailers revealed the amount they were being paid was not matching the number of parcels they had in fact handled. Hardik Patel, owner of Svarn News & Off Licence in Stafford, said he was owed payment for 300 missed parcels across a six-week period between December

and February. At the time, he said: “As a small business, I can’t afford for this to keep happening as it really affects my cash flow. It’s a rip off.” Another retailer, who wishes to remain anonymous, revealed they had been underpaid a total of 1,114 parcels over an eight-week period, averaging 139 a week. Since the revelation, several retailers have con-

firmed they have received payment for the errors. Atul Sodha, owner of Peverills Londis Harefield in Uxbridge, has been paid £119 for 324 missing parcels. “The worrying thing is I didn’t even know I was owed it,” he said. “I’ll be keeping a much more watchful eye on the parcels coming into and out of my store from now on.” A myHermes spokesperson confirmed “correct payments

Become an alcohol destination for your shoppers

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will be made as soon as possible, by 19 March latest”.

Tobacco lines axed TOBACCO manufacturers are reportedly axing 30 lines in Northern Ireland (NI) due to Brexit, according to documents seen by Retail Express. A source alleged JTI and Imperial warned wholesalers they would remove the lines rather than create NI-specific versions to comply with new packaging requirements set to begin on 1 April. JTI acknowledged: “The post-Brexit requirement to have different packaging in NI would mean a small additional reduction in our NI range.” Imperial didn’t respond directly to the claims.

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Don’t miss our essential guide to the alcohol category With the huge increase in drinking at home, independent convenience retailers are investing heavily in their alcohol ranging on shelf, as well as cocktails to go and other features commonly found in pubs and bars, such as beer on tap. This issue will provide exclusive ranging data, advice and market insight from the beer, cider, wine, core spirits and gin categories.

PLUS • A look inside the shops of three retailers who are leading the way in the alcohol category. • Everything you need to know about changing convenience shopper expectations. • What to stock, ranging advice and how to drive sales of ready-to-drink and low- & no-alcohol products.

Order your copy from your magazine wholesaler today or contact us on 020 7689 3363

For the full list of lines from Imperial and JTI set to be delisted, go to betterRetailing.com and search ‘tobacco’

BAG CHARGE FOR SMALL SHOPS

SMALL shops must charge customers for plastic bags from 30 April, according to the Department for Environment, Food and Rural Affairs (Defra). In a letter last week, Defra confirmed shops with fewer than 50 employees would not be required to report sales records. NFRN National president Stuart Reddish claimed the victory last week, stating:

bestselling alcohol brands in convenience stores revealed

Have you received compensation from myHermes? Let us know by calling 020 7689 3357

“We have pressed to ensure new regulations don’t have a negative effect on our membership by burdening them with unnecessary and timeconsuming paperwork.”

Lottery plan defended SAZKA Group has defended its ‘digital-first’ bid to run the UK’s National Lottery. The Czech lottery operator is competing against Camelot and others to run the lottery from 2023. However, the NFRN was left angered after Sazka chairman Keith Mills said the

lottery needed to be “dragged into the digital age”, claiming it would be a “kick in the teeth for stores”. A spokesperson for Sazka Group responded: “It’s not just digital online or through your mobile, it’s digital in retail as well.” To read the full response from Sazka Group, go to betterRetailing.com and search ‘lottery’

PRODUCTS New Rustlers food-to-go concepts PRIYANKA JETHWA KEPAK Consumer Foods has premiered an updated range of food-to-go equipment for its Rustlers brand. The four Rustlers concepts, which range from a microwave to a multi-station unit, have been designed to �it any-sized store. Ross Davison, convenience controller at Kepak Consumer Foods, said 2020 saw a rapid change in consumer behaviour, namely the shift to more home working. However, 33% of the total workforce – including key workers and industries – continue to seek meal options throughout the day from shops.

“Retailers need to appeal to these consumers by offering hot food to go, 24/7. “Now, with a roadmap outlining the easing of restrictions, retailers have a signi�icant opportunity to make more money from their food-to-go �ixtures with our range. “We’ll work with retailers on range recommendations and category advice, plus we’ll provide a PoS kit and installation as part of each package,” he added. To get details on the full range of units available, go to betterRetailing.com and search ‘Rustlers food to go’

Iams pushes sales of Schweppes’ summer premium pet care campaign returns PETCARE supplier Iams is investing in a three-month campaign to promote its premium dog and cat food brand, Iams for Vitality. Launching 11 April, which marks National Pet Day, the supplier aims to highlight the nutritional value of its Vitality brand to help grow sales. The campaign marks more

than 70 years of the brand. It will include the return of taglines ‘I am an Iams cat’ and ‘I am an Iams dog’ to reinforce the health bene�its of feeding pets Iams for Vitality. The campaign will span TV, social media and YouTube, alongside radio stations Smooth FM and Classic FM, and print advertising.

COCA-COLA European Partners has announced the return of its ‘Schweppes, we’ve got the tonic, you’ve got the spirit’ campaign with the launch of two new adverts. Both adverts feature the Classic and Signature Collection ranges. Schweppes outperformed in the mixers category with 32.7% value growth last year, fuelled

by consumers’ efforts to recreate pub, bar and restaurant experiences at home. The supplier said Schweppes mixers are now nearly twice the size in terms of volume than the nearest branded competitor in grocery and convenience, and is worth £120m in retail, being the fastest-growing mixer brand in Great Britain.

23 MARCH-5 APRIL 2021 betterRetailing.com

Haribo’s back with its kids’ voices ad HARIBO has returned to TV screens with its ‘Kids’ voices’ campaign, showcasing its new juicier Starmix variety. The new fruitier Starmix packs include an apple-�lavoured green bear, a blackcurrant-�lavoured purple bear, and an apple & lemon-�lavoured ring. On air for nine weeks, the 30-second advert features two police of�icers who release their inner child with a story of cops and robbers using the �ive pieces from the pack. Claire James, trade marketing manager at Haribo UK, said: “The popularity and anticipation of our ‘Kids’ voices’ TV adverts builds each year,

which is why we expect the return of this particular instalment to be just as likely to capture the childlike happiness from our fans as it did when it originally aired.”

HANCOCKS has added 10 new items to its pick ‘n’ mix confectionery range. The new items include seven varieties of Makulaku liquorice, vegetarian marshmallows from Vidal, and gummy sweets and �lavoured candy from Kingsway. The Makulaku liquorice sweets are available in varieties including Apple Stripe, Banana Stripe and Giant Filled. They come in 2kg bags with an RRP of £6.49, and offer a POR of 60%. The Kingsways range includes Sugared Multi 3D Hearts, fruit-�lavoured gummy sweets with a sugar coating and Yellow

Belly Snakes. All products are available in 1kg bags with an RRP of £2.99. Vidal’s Veggie Marshmallows are vanilla-�lavoured, pink and white coloured marshmallows that are vegetarian and gelatine-free. They are sold in 1kg bags with an RRP of £3.99.

Hancocks updates pick ‘n’ mix range

sponsored

Mars announces 2021 New baked treats Easter treats range from Country Choice MARS Wrigley UK has launched its 2021 Easter lineup, with new treats from its Maltesers and Galaxy brands. New to its Maltesers range is a Bunny Orange (RRP 62p) and Easter Hunt Mix (RRP £6.99), both of which join the milk chocolate Bunny (62p) and Truf�les Luxury Egg (RRP £11.99). The supplier said its chocolate Bunny is the UK’s secondmost-popular single treat on the market, with the orange variety set to increase sales. Also returning this year are Maltesers and Celebrations Easter Mixes, with an RRP of £4.99 each. New to the Galaxy range is an Easter Hunt Mix (RRP £6.99), which joins the

existing Caramel Mini Eggs (£1.19), Truf�les Luxury Egg (RRP £11.99) and Enchanted Eggs ‘More to Bake’ (£1.29).

COUNTRY Choice has launched its Easter line-up, consisting mainly of thawand-serve cakes and biscuits. The range includes a four-pack of Hot Cross Buns (RRP £1.20), a gingerbread bunny (RRP 80p) and Easter-themed cupcakes and mallow nests. The cupcakes and mallow nests have an RRP of £1.35, and come individually

wrapped with a 14-day shelf life once defrosted. The supplier is also encouraging retailers to stock its existing Corn�lake Cakes and Bakewell-style tart, popular during the Easter seasonal period. The cakes come in packs of 20 and have a wrapped shelf-life of four days once defrosted, while the tart comes in packs of 24.

Win £150-worth of Zeus Juice e-liquid ZEUS Juice has partnered with Retail Express to offer 100 convenience retailers the opportunity to sample a selection of e-liquids from three of its leading brands. Each retailer will receive a sample case worth £150, comprising four of its bestselling varieties from its original Zeus Juice premium range, as well as all of the e-liquid varieties from its new value brand, Proper Vape. Retailers will also receive an exclusive preview of two short �ills from its soon-tobe-launched range, Bolt. To enter, head to betterRetailing.com/ competitions

PRODUCTS

New Absolut Watermelon variety Bahlsen unveils new PERNOD Ricard UK has added a Watermelon variety to its Absolut premium vodka range, available now with an RRP of £20. The launch taps into the increased demand for watermelon-�lavoured alcoholic drinks, and has a slightly reduced ABV of 38% compared to other varieties in the brand’s range, making it an ideal option as a mixer and cocktail ingredient. The supplier said “refreshing taste pro�iles” remain the most popular preferences for cocktails, while watermelon is a growing trend, with Google searches for ‘watermelon cocktails’

having grown by 194% since July 2019. Watermelon is also among the top �ive preferred taste pro�iles for young adults, with strong associations with “fun and associated wellness properties”. Absolut Watermelon offers less than 99 calories per serving. Overall, vodka remains the top spirits category in UK retail, and Absolut is the number-one �lavoured vodka brand, growing at 49.2% in value. It also commands a 37% value share in the �lavoured vodka sub-category. The launch will be supported in�luencer activity to engage with Absolut’s core audience of 18-to-34-year-

olds. In-store PoS is also available for retailers.

DESIGNED for ex-crushball smokers, Imperial Tobacco has launched Embassy Signature New Crush, a premium nicotine option at a midrange price. New Crush comprises blends of Virginia tobaccos wrapped in premium paper with a cooling sensation �ilter. When coupled with �lavour cards, such as Rizla Flavour Infusions, New Crush

provides one of the “closest menthol alternatives available on the market today”. On sale now, New Crush is available to buy in Superkings with an RRP of £9.50 for a 20-pack, and in a pack of 100 with an RRP of £47.50. Embassy Signature New Crush follows the launch of Players and L&B Blue New Crush varieties earlier this year.

BRITVIC has expanded its sugar-free Tango range with the launch of a Dark Berry variety. It comes in 500ml bottles (RRP £1.45), £1 pricemarked bottles, 330ml cans (RRP 67p), 2l bottles (£2.59) and six-can multipacks (RRP £3.49). It will be supported with digital and in-store activity, and from May, the drink will also feature on TV, video-on-demand and digital as part of the brand’s ‘Tanguru’ campaign. The supplier said the pandemic has accelerated health trends, with the value of low-calorie drinks up by 7.7% within total soft drinks. Sugar-free choices

have grown in the fruit carbonates segment by 18% in the past two years, too.

CACTUS Fruit is the latest variety to join Red Bull’s limited-edition Summer Editions range. With an RRP of £1.35, it taps into the growth of �lavoured options within the sports and energy drinks category, and is available in price-marked and standard cans. The cactus variety follows the launch of a Watermelon �lavour last year, which has now become a permanent addition to its Editions range. The tropical �lavour is available now and will be supported by in-store marketing. The supplier said shoppers are buying Red Bull Editions more frequently, with aver-

age frequency double its rate a year ago.

PRIYANKA JETHWA

the stat

194% The growth in Google searches for ‘watermelon cocktails’ since July 2019

minimalistic look

BAHLSEN has unveiled a new look for spring 2021, focusing on a minimalist, bold design. The new look will be supported by a £5m campaign, rolling out on TV, digital, print, shopper marketing and social media from 10 April. Jonathan Duf�in, chief commercial of�icer at Bahlsen, said the redesign aims to broaden the brand’s consumer base and drive incre-

mental sales into the special treat biscuit category. “Over the past year, nearly one million more households bought a Bahlsen biscuit, meaning that a record number of people are enjoying our products,” he said. “During this time, Bahlsen was also the fastest-growing manufacturer of sweet biscuits in the UK, gaining share across all the top retailers. With the relaunch, we aim to build on this success.”

Tango sugar-free now Lambrini launches New Embassy Signature New Crush in Dark Berry variety first RTD cans

Two new Mentos gum flavours PERFETTI Van Melle has expanded its Mentos Pure Fresh gum range with a Bubble Fresh bottle and a Cherry roll. The 50-piece Bubble Fresh bottle has RRP of £2.25, while the eight-piece Cherry roll has an RRP of 85p. It will be supported by a £2.1m ‘Yes to fresh’ campaign, which will span in store, digital, video-on-demand and outdoor advertising. Kim McMahon, product manager for Mentos, said

fruit-�lavoured gum currently commands a 20% share of the total chewing gum market. “There are 30 million gum chewers in the UK, but we have seen a decline in frequency, driven by changes in consumer habits due to reduction in travelling and commuting. That’s why we’re investing in the category, to ensure the products are front of mind to encourage more sales at the till.”

Cactus Fruit joins Red Bull Editions

HALEWOOD Artisanal Spirits has announced the launch of its �irst Lambrini readyto-drink cans, available in four fruit �lavours – Mango, Strawberry, Cherry and Rhubarb. The new additions to the Lambrini line-up have been created in response to growing consumer demand for convenience in the alcohol category, while also tapping into trends for low-calorie, low-ABV spritz-style drinks. Graeme Sharp, brand manager for Lambrini, said as we approach the spring/ summer season, convenient drinks formats for barbecues and picnics are key. “With an ABV of 4%, 99 calories

per can and an RRP of £1.50, they’re also a great option for those who are looking for low-alcohol and low-calorie options,” he added.

BRIOCHE Pasquier has launched a new pancake range, available in twinpacks of eight. Charlotte Hulbert, the brand’s retail sales manager, said the pancakes make a suitable base for breakfast or lunch dishes, and can be served with a variety of toppings. The pancakes are also suitable for vegetarians and have an RRP of £1-1.75. The packaging also means there is less wastage as, once opened, the remaining pancakes will stay fresh in their twin packs. The pancakes have a shelf life of up to

21 days, and are free of preservatives, hydrogenated fats and arti�icial colours. They are available for retailers to stock now.

Brioche Pasquier’s new pancakes

23 MARCH-5 APRIL 2021 betterRetailing.com

CHANGING BUSINESS BEHAVIOUR

Coffee-infused wine from 19 Crimes PRIYANKA JETHWA TREASURY Wine Estates has expanded its 19 Crimes range with the launch of The Deported, a red wine blended with coldbrew coffee. According to the supplier, the new variety demonstrates the company’s ambition to “push the boundaries and recruit a new set of consumers”. It has an RRP of £10 per bottle. In the past year, the brand has grown in value and volume by 140%. Ben Blake, head of marketing EMEA at Treasury Wine Estates, said 19 Crimes is the UK’s number-one wine brand among millennials,

Suntory Beverage & Food GB&I (SBF GB&I) has teamed up with Energy Saving Trust and retailer Amit Patel to show how making simple sustainabilityfocused changes to your store can help reduce overheads and deliver real savings, making them truly #GoodForBusiness in every way.

with it having been a key focus for the supplier as it continues to “drive disruption” in the category. “Consumers are constantly looking for new products within the wine category, and we’ve seen under-35s are intrigued by wine fusion products, while 55% of global consumers say they’re interested in trying the newest �lavours and fragrances. “By blurring the categories and crossing into new territories, we’re con�ident this will drive consumers’ interest to further discover the category,” he added.

Over the last year we’ve helped Amit Patel make several sustainability changes to his store. These include more energy efficient chillers, low-energy LED lighting, and shelving to help him reduce the number of deliveries he needs each week. “The final step is to ensure Amit and his staff think ‘sustainability first’ when in store, and make his local community aware of the focus he is putting on sustainability,” says Andy Pheasant, National Account Manager at SBF GB&I. “Marketing to your audience is vital to get buy-in, promote your work, and raise awareness of what you’re doing.”

STORE PROFILE RETAILER Amit Patel STORE NAME Premier Town Street, Sandiacre STORE SIZE 900sq ft

Retailers can win England cricket tickets with Carabao CARABAO is giving convenience retailers a chance to win two pairs of tickets to England cricket matches this summer. To qualify, retailers need to purchase a case of Carabao, take a picture of the cans sitting in their chillers and head to the competition landing page at carabaoenergy. co.uk/pages/cricket21 to be entered into the prize draw. The tickets up for grabs include England versus Sri Lanka at the Kia Oval on 1 July 2021 (second ODI); England versus Pakistan at Lord’s on 10 July 2021 (second ODI); and England versus India at Lord’s on 12 August 2021 (day one,

THE CURRENT SITUATION Amit spends a lot of time behind the counter and, in a store with such a regular local customer base, this means he knows the majority of shoppers.

second Test). The promotion is available on cases of standard and price-marked packs of Carabao. The competition will close on 1 June 2021.

The supplier said Carabao has grown value sales by 54% in the past 13 weeks in convenience, buoyed by the launch of the Mixed Berry price-marked pack.

Raspberry Ripple joins Lucozade Energy line-up SUNTORY Beverage & Food GB&I has extended its Lucozade Energy range with a Raspberry Ripple variety. It joins the brand’s Flavours range, which has contributed £60.7m-worth of sales to the energy category. The supplier said new �lavours are “crucial for retailers looking to drive excitement and incremental shoppers to the category”, with one in four �lavour shoppers being entirely new to the energy category. Raspberry Ripple, which will be made available in standard and £1.25 pricemarked packs (380ml), will build on the success of Citrus Chill, which launched

last February and added £1.73m in category sales. Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I, said: “The Raspberry Ripple name is iconic and nostalgic for British consumers, and we’re con�ident that it will be a hit.” The supplier added the launch of the new �lavour will be supported by a social media marketing campaign as well as total brand activity throughout the year.

Communicating to shoppers is a crucial part of raising awareness of the improvements in Amit’s store, and their wider positive impact. “Amit is ideally placed to pass on sustainability messages, not just to shoppers, but also to staff,” says Andrew Tod, Insights & Analytics Manager at Energy Saving Trust. “There is no system to ensure staff turn off all appliances at the end of each day, for example.

telling shoppers how they can do their bit to help, by keeping fridge doors closed while they browse and recycling their empty bottles. To help Amit and his staff add some structure to their sustainability efforts, we have provided simple documents that will help them keep all electrical equipment in tip-top shape and reinforce the value of the work that we’ve done during the year. Amit has a template letter to show local schools about the project, to help spread the sustainability message to the next generation of shoppers.

“Similarly, there are no regular checks in place to ensure that his chillers are working as well as they should.”

“The POS is eye-catching, and having simple checklist documents will mean I can see at a glance that everything is running smoothly, and that everyone is working hard to keep energy bills as low as possible,” added Amit Patel

WHAT WE CHANGED We put up a poster in Amit’s window to outline the five big changes. We also made specific POS for his chiller,

“This whole project has been brilliant and getting staff and customer on board is the perfect way to ensure the work we’ve done has a wider impact.”

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

PRODUCTS

Havana Club Cuban Spiced exclusive to UK PERNOD Ricard UK is launching its �irst spiced Havana variety exclusively to the UK, available from wholesale this summer with an RRP of £22. Havana Club Cuban Spiced is designed to mix with cola or ginger beer in simple serves, or as a cocktail ingredient for drinks such as a spiced daiquiri. The UK is one of the fastest-growing spiced rum markets, and the sub-category is the second-fastestgrowing in the off-trade, contributing the majority of

value to the rum category. As a result, over the past year, Havana Club has grown by 57.5% in value, ahead of total rum category. The supplier said the rum is aimed at attracting young adult drinkers into the rum category with a new premium-priced spiced option. The launch will be supported by in-store PoS, including digital media and in�luencer activity, the latter of which is set to reach over 80% of 18-to-29-year-olds in the UK. Chris Shead, off-trade channel director at Pernod Ricard UK, said: “Sixty-one per cent of young adults

PERNOD Ricard UK is launching a multimillion-pound digital campaign for Beefeater, centered on promoting its newly redesigned bottle. The campaign, launching on 19 April, will run until the end of August, and will consist of adverts across TV, video-on-demand and social media, as well as in-store theatre. It will focus on elements that represent London culture, including Big Ben and a DJ turntable. The new bottle design

will roll out on all Beefeater varieties (standard and pricemarked) – London Dry, Pink Strawberry, Blood Orange and Peach & Raspberry – excluding 24. The supplier said the brand is outgrowing the total offtrade gin category by 27.6%, with growth in convenience even higher at 35.6%. Blood Orange and Pink Strawberry are also driving value growth of �lavoured gin within convenience at 64.3% and 14.6%, respectively.

PRIYANKA JETHWA

who purchase rum buy spiced rum, and we’re con�ident Havana Club Cuban Spiced will offer a unique

proposition that sets it apart from the competitive range of nautical-inspired spiced rums.”

Beefeater premieres new digital campaign

Pink Lemon variety joins Rekorderlig MOLSON Coors has extended its Rekorderlig range with a Pink Lemon variety, designed to tap into the growing demand for �lavour variation in the cider category. Rekorderlig Pink Lemon has a light, citrus �lavour with a hint of raspberry. The supplier said citrus ciders “stormed the off-trade in 2020” and now command

a 6% volume share of fruit cider, contributing to 22% of value growth in the category in the past year. The variety will be available in 500ml bottles, and will be supported by social media and in-store activations, as well as consumer sampling. Pink Lemon follows the launch of the brand’s Watermelon-Citrus variety last year. Tropical ciders have been growing ahead of more traditional �lavours, such as red berries, in the premium fruit cider market.

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23 MARCH-5 APRIL 2021 betterRetailing.com

Get Sport & Vinegar with Burton’s BURTON’S Biscuit Company is giving its Fish ‘N’ Chips Salt & Vinegar snack a limitededition on-pack redesign to coincide with this summer’s various sporting events. The refresh sees the product rebranded as ‘Sport & Vinegar’, featuring sporty imagery, and will be available across 5x25g, 6x25g and 125g formats from now until September. The Fish ‘N’ Chips rebrand follows Burton’s updating its Wagon Wheels packaging with an on-pack promotion featuring Top Gear driver The Stig. Burton’s Biscuit marketing director Kate Needham said the move would help

align the brand with this summer’s sporting events calendar. “Fish ‘N’ Chips fans are heavily into sport and we’re con�ident that limited-edition ‘Sport & Vinegar’ will be a winner. “Burton’s will support the packaging with a mix of consumer promotions, and in-store and social media activity,” she added.

BRITVIC is adding to its natural energy range, Purdey’s, with two new varieties: Refocus and Replenish. Refocus is a blend of dark fruits, is naturally caffeinated, and contains guarana and B-vitamins, while Replenish is a lighter blend of sparkling raspberry juice with rose extract. The latter contains fewer than 50 calories per bottle, with B-vitamins and magnesium. The brand is also undergoing a redesign, putting more focus on its functional bene�its and �lavours. The full Purdey’s range now includes three varieties, and its existing grape & apple blend Rejuvenate has also

been reformulated as part of the brand update to ensure the whole range is HFSS compliant. The new �lavours and pack design will be supported with a digital campaign.

Two new flavours join Brothers Cider BROTHERS Drinks Co has extended its cider range with Pink Grapefruit and Honeycomb varieties, designed to tap into the growing demand for new �lavours in the category. Pink Grapefruit combines sweet citrus �lavours, while Honeycomb contains a mix of honey �lavours. The brand’s Cloudy Lemon variety is also returning. The supplier said the new �lavours are “perfect for summer”, being vegan, gluten-free and with a 4% ABV. The launches follow a signi�icant uptake for the brand in 2020, with its Toffee Apple and Rhubarb & Custard varieties increasing in value by

20% and 34%, respectively. Nicola Randall, senior marketing manager at Brothers Drinks Co, said: “As 81% of cider drinkers and younger adult consumers like to experiment and look for unique �lavours, these latest launches will allow retailers to cater to this growing demand.”

UNILEVER has extended its Ben & Jerry’s range with a Cookie Dough Peace Pop, available to convenience retailers now. As a play on its bestselling Cookie Dough variety, the product features dairy vanilla ice cream with chocolate chips, a peace-sign-shaped, cookie-dough centre and a chocolate coating. It comes in single (RRP £2.20) and threestick multipacks (RRP £3.99).

The Cookie Dough Peace Pops come on wooden sticks and in tie-dye packaging. Made with 88% paper, the ice cream wrapper is widely recyclable. Ben & Jerry’s has already made steps with its responsible and sustainable packaging mission. Its tubs now contain 40% less plastic, and the plastic used is from a renewable plant source.

Three-month follow-up:

STAFF DEVELOPMENT

Refocus and replenish Ben & Jerry’s Cookie with new Purdey’s Dough Peace Pop

Chocolate & Orange Spring Mini Loaves SOREEN has announced the return of its Chocolate & Orange Spring Mini Loaves, which are now vegan. Available until the end of the Easter weekend, the Chocolate & Orange Spring Mini Loaves contain 50% less sugar and 64% less fat than the average Easter cake bar, and are available in packs of �ive from Nisa, with an RRP of £1.

The loaves also contain no ‘red lights’ on the nutritional traf�ic-light infographic, and the supplier said the decision to include the graphic on packs in 2017 was to make it easier for parents to make healthier choices. In January, the supplier announced that several of its products were now vegan for 2021.

ACADEMY IN ACTION

Trivento gets an updated look CONCHA y Toro has premiered new packaging for its Trivento Golden Reserve Malbec, which will be �irst displayed on its latest 2019 vintage variety. The Golden Reserve Malbec range has grown in value by more than 50% in the past year, and is one of the leading premium bottled Malbec ranges with an RRP of over £12. Trivento marketing manager Preety Johl said the brand is now number 11 in the top-20 wine brands by value in the UK, growing at 81%. “This is the perfect time for us to be launching the new vintage in new packaging. UK wine drinkers have fallen for Malbec in a big way and now

understand paying a little bit more can bring you something special. The design cues on the new bottle back up that premium image.”

Last year, the IAA and BRITISH AMERICAN TOBACCO (BAT UK) visited SHAILESH PATEL’s store in Chelsea, London, to discuss how to develop and motivate his staff. We find out what’s changed

IAA ADVICE 1

Create a rota to document basic processes that need to be completed.

Find out what motivates staff and set up a challenge to reward them.

Encourage staff to show off their hard work and publicly praise them.

THE RESULTS

15%

I’ve delegated more increase in staff efficiency responsibility to staff and encouraged them to pitch ideas in meetings and on WhatsApp, too. Since being open with my team, they’ve become more motivated to carry out tasks and efficiency has improved by 15%.

PARTNER ADVICE Staff are the most valuable asset, and by including them in business decisions and offering more responsibility, Shailesh has increased staff efficiency, unlocking just how important it is to encourage and invest in Adrian Del Popolo your team.

B2B Manager British American Tobacco UK

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

Next time: Environmental Sustainability

ACADEMY IN ACTION

OPINION

Some photos on this page were taken prior to the Covid-19 pandemic

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 BUDGET 2021: What will the newly announced plans mean for your store? “IT was very pro-business. There’s no increase to alcohol duty and no rise in capital gains tax, as was rumoured. The wage increase was in line with expectations, but it would’ve been preferable to extend the business rates relief to a whole year.” Jonathan James, James Convenience Retail

“THE wage increase will be a blow for staff because we have to look at reducing working hours. We’ve got three staff who work 16 hours, 12 hours and eight hours a week. It won’t be long before they increase it to £10. It’ll be hard for retailers to remain profitable.” Julia Bywater, Bywater Newsagents, Dudley

Three-month follow-up:

CUSTOMER SERVICE Last year, the IAA and the POST OFFICE visited postmaster RAMESH SAMANI in Monmouth, South Wales, to discuss new practices to enhance his customer service. We find out what he’s achieved

We have to look at reducing working hours

IAA ADVICE 1

Encourage shoppers to share feedback and use it to guide changes.

Use signs to highlight new products that were requested by shoppers.

Write down and share your customer service standards with staff.

THE RESULTS

20%

We’re using signs increase in customer satisfaction score to highlight new products requested by customers. We ask shoppers to provide feedback through the Post Office. The number doing this has doubled and our cleanliness score has increased by 20%.

PARTNER ADVICE Encouraging customers to leave feedback is vital to sustaining and improving customer standards. By asking for feedback, Ramesh has been able to make positive changes and increase his customer satisfaction score.

SCHOOLS: How did the staggered reopenings on 8 March affect footfall?

Happy Shopper soft drinks were quite popular “MY middle-aged customers come in every morning without fail, but lately we are seeing younger readers come in at various points. They are buying The Sun, the Daily Mail and weekday editions of the Guardian. Sales of other lines have increased as a result.” Amjer Sohal, Ken’s Convenience Store, Cheshire

“YOUNGER customers are buying newspapers more regularly. Before, they only purchased one or two a week, but now they buy three or four after lunch. The i newspaper is doing well, as is Welsh title The National. It’s a quick read, which is what people want.”

Mark Dudden, Albany Road Post Office, Cardiff

Jai Singh, MJs Local, Sheffield

Sales of other lines have increased as a result FOOD TO GO: What areas of the category are you currently investing in?

KEEP SHOPPERS COMING BACK

Next time: Service to the Community

Ali Awan, H&A Convenience, Gateshead

“SALES during the morning period increased by 3-4%. The most popular products were bottled water and snacks. We saw bread sales go up the night before because parents were getting lunches ready for their kids. We’re going back to the usual traffic seen when the schools were open before.”

COVID-19: Are furloughed workers driving newspaper demand?

Nigel Parry Retail Operations Manager Post Office

Call us on 020 7689 0500 to find out how to better serve your customers, and how you can be a part of our next visit programme.

“WE saw sales overall on the morning increase by £30 to £40 compared with previous days at that time. Happy Shopper soft drinks were quite popular on the day. To manage the increase in footfall, we’ve put signs up outside reminding customers of social distancing, alongside floor markers.”

We only have to buy inexpensive accessories

“WE currently offer the Flatstone pizza service on Friday and Saturday evenings only, selling around £200-worth, with a margin of 55%. The concept is easy to operate, and I can use my existing ovens, freezer and fridges – we only have to buy inexpensive accessories, such as pizza cutters.” Giles Morrell, Spar Stourport, Worcestershire

“I INSTALLED a Fwip machine because I thought it was a unique, simple concept and the product tastes great. The cost of installing the machine in store is down to the retailer, but the products cost me £1 and I charge £1.99. Cleaning the machine is simple and requires a daily wipe down.” Dee Sedani, One Stop Matlock, Derbyshire

LETTERS

23 MARCH-5 APRIL 2021 betterRetailing.com

Letters may be edited

amit Puntambekar

Ash’s Shop Nisa Local, Fenstanton, Cambridgeshire

Boost staff morale through training and culture

‘I’ve had problems with myHermes for a long time’ I AM writing in reference to your article in the 9 March edition of Retail Express regarding underpaid myHermes parcels. I also have been underpaid, but this started last year. I have had underpaid payment on 322 parcels during the period of October to 31 December 2020, which I received last month. This was after numerous emails to the regional

manager for Scotland and Northern Ireland, and eventually having to involve our Nisa accounts manager to help move things along. I am currently in the process of going back further to check my payments. We count all parcels in and out, so I have details of how many we are due to be paid. myHermes said in Retail Express’s article that they acted quickly to resolve the

problem, but this is not correct. I have been pointing out for a long time that there was a problem. myHermes said this was because the week’s payments are for up to noon on a Saturday. As there were times where I did not get a collection until after noon, this would affect my payment. We then started to keep the time of collection and still could not balance the

payments. myHermes did not seem to care.

John Cummings, Nisa Local, Cullybackey, County Antrim

A spokesperson for myHermes said the matter had been resolved and payments have been made. They said contact had been made with Cummings on 5 March and a further payment was due on 19 March.

COMMUNITY RETAILER

OF THE WEEK

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CELEBRATING the latest campaign from Asahi Super Dry, ‘Discover Tokyo’, five lucky readers are in with the chance to win £50-worth of Asahi Super Dry stock. The numberone Japanese Beer in the UK, Asahi Super Dry can help retailers capitalise on the booming world beers and superpremium categories.

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Christine Hope, Hopes of Longtown, Herefordshire – @hopesoflongtown

‘We offer a live shopping service’

WE’VE always done home deliveries for those who cannot drive to us if they are unwell and, in doing so, we have worked out ways to take payments over the phone. So, doing this during the pandemic was not difficult. We offer live personal shopping services for people who are shielding or cannot drive to us and then we get colleagues to drop off the orders on their way home. Or the majority of those shielding come to our car park and open their boot for us to drop the shopping in to. It felt natural to offer more to ensure people have food during the pandemic.

A HAPPY team delivers far better results in store, so we make sure to invest in our staff members’ future and happiness with training and communication. Most of our decisions in store are led through canvassing staff opinion. This allows them to have a higher level of ownership within the business. During Each issue, one of seven top Covid-19, we retailers shares advice to consulted with make your store magnificent them one-toone and via our WhatsApp chat on every legislative change – kudos to the ACS for constant updates during this period. We gave staff members the parameters on a decision that had to be made and then followed through on what course of action they felt comfortable to take. If your decision is to employ more staff, that also means trusting them in your business. Make them feel part of the bigger picture, cross-train everybody, but also give them specific areas to focus on. Finding the right personalities and characters is perhaps one of the most difficult things I have found. Any new recruits have to fit in with our culture. This in itself helps keep morale high, as you need to have a positive mentality to be in my team. I firmly believe training and morale are closely linked. I set a high standard for my team, and invest a significant amount of time with each of them so they not only understand their role, but how to think outside the box. When I came into the business originally, I simplified every job, standardising work processes. However, the better trained your staff are, the more efficient they become, and this allows you to focus on other areas of your business. Nobody likes it when you feel over-worked, or undertrained. Bridging this gap and giving your staff the tools they need is essential. This can require hours of repetition, training, and sometimes frustration. Yet, when I see them simply getting on, and doing specific jobs to my standard, I can’t help but smile. To help consolidate my training programme, we have started working with Retail Guardian, where I will gradually upload my knowledge to support new staff. This will create comprehensive background structure and give us ‘electronic’ control in over 75% of the business, moving away from our paper process. It’s an exciting new chapter.

Get in touch

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

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FORECOURT FOCUS

How working with local suppliers has increased my footfall p14

Analysis: what the 2021 Budget means for forecourts DARYL WORTHINGTON CHANCELLOR Rishi Sunak delivered the UK Budget on 3 March 2021, with signi�icant announcements for petrol forecourts including incentives for investment in upgrades. Perhaps most important is the freezing of fuel duty for an 11th consecutive year. Fuel duty hasn’t moved from 57.95p a litre since 2009, however there had been reports that it would be increased in the budget. The UK Petrol Retailers Association (PRA) chairman Brian Madderson welcomed the freeze. “Fuel duty is a regressive tax on business and livelihoods, so any attempt to increase it would have been entirely counter-productive as the economy gets back on track,” he said. “It is by no means an

over-exaggeration to say our members have kept this country moving during the pandemic and it is right that the government has recognised that undeniable fact.” RAC head of policy Nicholas Lyes also welcomed the freeze, stressing it could play a role in the country’s recovery from the disruption of Covid-19. “Many drivers see their cars as a safe way to carry out essential journeys and believe having access to a vehicle is even more important as a result of the pandemic,” said Lyes. “If the chancellor had raised fuel duty, he could have risked choking any economic recovery as it would have led to increased costs for consumers and businesses.” Looking at the Budget more generally, Madderson said PRA was broadly sat-

Forecourt battery-power storage trialled SHELL has launched a trial of an on-site battery-powered system to support ultra-fast vehicle charging at a forecourt in the Netherlands. The system aims to offer an alternative to public grid upgrades by storing electricity in an on-site battery. The system could go some way to addressing the infrastructure challenges that have often been highlighted as an obstacle to EV uptake. “By supporting the introduction of additional ultrafast charging points, this solu-

tion can help meet customers’ charging needs at grid constrained locations, both at Shell-owned retail stations and also at our customers’ premises,” said Roger Hunter, vice president Electric Mobility at Shell. “We will continue to provide affordable and accessible electric charging services to enable more customers to drive electric.” The trial is taking place at a Shell’s Zaltbommel forecourt, using a battery supplied by Alfen.

is�ied. “The three-month extension of 100% relief on business rates, followed by a 2/3 discount for the past nine months of the 2021/2022 �iscal year will make a substantial difference to fuel retailers,” he said. This is particularly the case for those that have seen a sizeable reduction in revenue as fuel volumes have fallen by more than 20% over the past year.”

PRA says this would help reduce the tax bill on new investments by businesses by 130% of the total cost over the next two years. “This scheme provides the

incentive during these dif�icult times for fuel retailers to invest in new automated carwashing facilities, new food to go or shop renovations, and chilled display cabinets.

“It is also a helpful �irst step to investment in new electric vehicle charging points to meet the projected growth in demand for electric vehicles,” said Madderson.

Investment opportunity A stand-out feature of the new Budget is, beginning April 2021, a new superdeduction which will cut companies’ tax bill by 25p for every pound they invest in new equipment. The government says this will be worth around £25bn to UK companies for the two years it is in effect.

BP Pulse invests £2m in 37% of drivers plan to buy an EV in next five years UK EV charging BP Pulse has made £2m available to improve the reliability of older electric vehicle (EV) charging infrastructure in the UK. The project will see BP Pulse working with local authorities to upgrade and replace legacy charge points with newer hardware in communities across the country. BP Pulse has already pledged more than £400,000 in infrastructure investment to replace more than 50 older charge points, which are typically owned by local

authorities. Discussions are underway over an additional £750,000 funding for legacy charge point owners. Matteo de Renzi, CEO of BP Pulse, said: “While we remain focused on expanding our network, in particular with the proliferation of convenient ultra-fast charging, we know that many of the issues experienced by drivers come from legacy charging infrastructure, so our investment in upgrading it will signi�icantly improve the experience of EV drivers across the country.”

THIRTY-SEVEN per cent of UK drivers say they are likely to buy their �irst EV in the next �ive years, according to research from New Motion. The same study has also revealed that 72% of drivers would prefer to charge an EV at home. Local shops and supermarkets (35%), car parks (32%) and the workplace (30%) were also cited as ideal charging locations for UK drivers. Meanwhile, 47% of drivers believe it’s important people make the switch to driving EVs,

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

with just 18% disagreeing. The study saw New Motion survey 2,000 British motorists who do not currently own an EV. New Motion is a provider of EV chargers, and a member of the Shell Group. Meanwhile, �igures from the Society of Motor Manufacturers and Traders have revealed plug-in vehicles combined to take 13% of new registrations in February, up from 5.7% in February 2020. From 2030, the sale of new diesel and petrol powered cars in the UK will be banned.

FORECOURT FOCUS PROFILE

‘A year ago, I was just a garage’ TAMARA BIRCH “PLANNING ahead was crucial for us and one of our biggest successes,” says David Wyatt, of Costcutter Crawley Down in Crawley, West Sussex. When David started to manage the forecourt 26 years ago, he could never have predicted the direction the business would take last year. David’s customers are normally those travelling to Gatwick Airport, but this changed in the first lockdown, meaning he had to overhaul his range overnight and shift from a forecourt to a convenience store. “Impulse was our main focus

prior to Covid-19, but we had to switch them all for take-home formats. We invested heavily in larger formats, which was a risk, but I knew we had the customers and the market was there,” he says. David and the team removed 500ml bottles of soft drinks, replacing them with one- and twolitre bottles and multipacks. Similarly, the store’s 24-hour off-licence underwent a huge transformation, also shifting to take-home formats. It has paid off, however, as many of the customers that discovered the site because of the pandemic have continued to shop there.

“Even when flour and toilet roll were hard to source, we used our existing relationships to source what we needed. We used catering companies that had been forced to close to buy 5kg bags of flour, and prepared them in store to ensure our customers never went without,” David says. Benefiting from a large warehouse, David was able to accommodate increased quantities of stock. “We had anticipated a lockdown a few weeks before, and having the warehouse was a massive help and gave us a head start. This helped to maintain our sales and build trust with our customers.”

Safety was our priority

Setting yourself apart

Investing in food to go

“WE’VE had screens installed since day one. We’ve limited the number of customers coming into the store and had a member of staff manning the door,” David says. As well as offering pumps that customers can pay at, David offered gloves to customers filling up their vehicles to further minimise the risk and used media screens to communicate guidelines. “We never did that before, but the fear was reduced. The media screens enable us to keep shoppers informed, like keeping a safe distance,” he says. Cleanliness has been crucial to reassuring customers, and he has a full-time cleaner to maintain standards. “Having a clean forecourt is important whether there’s a pandemic or not. “If you’re charging someone to fill up their car, the least you can do is keep the area clean and free of spillages,” he says.

WITH David’s nearest competitors only a mile away, finding a niche was vital. “I’ve always felt strongly about working with local businesses, especially as many have had to close.” David has worked with a local baker, butchery, and fruit and veg business to maintain availability in store, as well as reaching out to a local gas company in Brighton when he struggled to get hold of stock from Calor. “It’s been a real success sourcing locally. In fact, the Brighton business send their customers to us and it’s paid real dividends,” he says. By reaching out to new suppliers, David has been able to ramp up his offering and increase sales. The store uses Facebook and Instagram to inform customers when new stock has arrived or when they’ve introduced a new supplier. “We stock known brands, including Co-op’s own range, which is very popular, but local lines have set us apart.”

HAVING a strong breakfast offering has always been a focus for David, but as food to go becomes more prominent in convenience and forecourts, he’s looking to expand. “We currently have a small area dedicated to food to go, from chilled to hot food products, but we’re looking to introduce an additional three-to-four metres,” he says. A pizza bar will make its debut as part of the expansion, allowing David to stock pizzas, wraps and much more. “The pizza bar will increase the quality of what we’re already doing and we want to introduce a range of milkshakes, too.” To make room for the new range, David made the decision to delist car cleaning products and magazines, and only stocks the essentials. “We couldn’t justify the space and we weren’t getting the same trade as before. A year ago, I was just a garage, but we’ve had to change quickly, and shoppers notice how we’re adapting for them.”

FORECOURT FOCUS FEATURE

23 MARCH-5 APRIL 2021 betterRetailing.com

UP TO THE CHALLENGE From security to staffing, THE FORECOURT FOCUS TEAM takes a look at the challenges facing forecourt retailers, and where the solutions might be

WHAT’S THE NEW NORMAL? AS we come to the anniversary of the first Covid-19 lockdown, it’s time to evaluate what has changed for forecourt retailers in the past 12 months, and the new challenges and opportunities that have arisen in that time. Running a forecourt is becoming more complicated than ever, and not just because of the issues sur-

rounding the pandemic. For instance, electric vehicles (EVs) are becoming an increasingly vital concern, with the government setting a date on the ban of producing new petrol- and diesel-fueled cars, more investment going into the infrastructure needed to make EVs a real possibility, and greater signs that motorists are taking EVs seriously.

INTEGRATION SITUATION FOR many forecourts, the transition to more of a convenience focus predated the pandemic, yet it tested their credentials as a convenience store in new ways. “This shift to convenience has meant forecourt stores have needed to expand their product offer rapidly as well as offer new contact-free shopping services, such as home delivery/click & collect to the local area,” says Adrian Felton, chief technology officer at TLM Technologies. “Having a connected PoS that could integrate to leading third-party apps was vital to meeting this challenge.” Put simply, integrating the fuel and shop side of a forecourt has always been a chal-

lenge, and it’s only become more so as the pandemic has pushed operators to offer more services and products. As well as TLM, companies such as Henderson Technology offer solutions for integrating into a single EPoS system, and could be well worth investigating if your business is becoming more complex.

the stat

£60m

The annual cost of forecourt crime, according to BOSS

A NEW BALANCE Elsewhere, the multiples have been consistently lowering their prices, heaping pressure on independents. And Covid-19’s long-running impact shouldn’t be overlooked. For many forecourts it has led to a radical shift in their customer base, from when their peak times are to who shops in the store.

WHETHER on a motorway, or a residential area, rural or city centre, Covid-19 shook up the types of customers going to forecourts. For many operators, it’s provided a challenge, especially when it comes to staffing. At the same time, it’s delivered lessons in adaptability which will be useful once the pandemic is over.

Rachael Hockmeyer’s Hockmeyer Motors in Sleaford, Lincolnshire, is a garage, forecourt, shop and food-togo area. The first lockdown saw her food-to-go offering closed down, and that meant a sudden surplus of staff. “When we closed down the coffee shop, we retrained the staff to do new roles, such as looking after the tills,

maintaining the cleaning and home deliveries,” explains Hockmeyer. “It helped us to cope with the areas of the shop that had become busier. “What’s more, it helped all my staff keep their sanity with the new workloads that they’d taken on.” It’s taught Hockmeyer the value of having flexible staff who can step in at peak times.

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Rachael Hockmeyer, Hockmeyer Motors, Lincolnshire “THE biggest challenge of the past 12 months has been balancing our staffing. Suddenly finding half the business is dead while the other half is busier than ever presents new problems. At different times, different jobs need doing, for instance having to do more cleaning to maintain standards. “Seasonal peaks are also even busier. Occasions like Christmas Day and Mother’s Day, people have fewer options, so they’re more likely to come to us. “We’ve found the solution is to make sure you have flexible, temporary staff available, and making best use of them. For instance, we had five university students coming to work in the store – a lot of them were stuck at home from university due to lockdown anyway, and I don’t know what we would have done without them in the peak times. “Making sure you have that flexible staffing option available is more important than ever before.”

FORECOURT FOCUS FEATURE

DELIVERING NEW SERVICES “WE haven’t launched delivery, but we want to expand on this. The challenge for us has been launching it and putting the process in to do so,” says David Wyatt, of Costcutter Crawley Down in Crawley, West Sussex, echoing many forecourt operators’ concerns with meeting increasing customers’ expectation for a home delivery or click & collect option. Managing the costs is one challenge, but many specialist convenience stores who’ve had success with home deliv-

ery have told Retail Express the solution is to set up a minimum spend, and to be completely transparent with customers about why delivery charges are there. In terms of administering home delivery and click & collect services, TLM EPoS systems offer third-party integration, making it possible to connect them to apps, such as Jisp. Integrating this way can be a great way to reduce the burden on you and your team and manage the new workload.

NEW SECURITY CHALLENGES DRIVE-OFF incidents have long been a challenge for forecourt retailers, yet recent research from the British Oil Security Syndicate (BOSS) shows things might be changing. Forecourt crime costs retailers £60m a year, doubling since 2010. The average value of each incident has risen to £50. However, drive-offs now account for only 13% of all fuel

crime, or £8m. “This means that the majority of incidents are taking place after a motorist has filled up and entered the store, either claiming to have no means of payment or just not paying for fuel when they get to the cashier,” says a statement from BOSS. “In-store incidents therefore cost forecourt operators approximately £48m per annum.”

So, what can you do? The first step is to make sure you record the details of any motorist who is unable to pay, pay or asking they remove their helmets or visors. Meanwhile, investing in solutions, such as Facewatch’s facial-recognition technology, could help catch repeat offenders and alert any nearby businesses that are also using the system.

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Adrian Felton, chief technology officer, TLM Technologies “FORECOURT retailers need to be diversifying with a focus on convenience and multi-reason customer journeys. Sites that provide an enhanced convenience offer as well as integrated services – from loyalty to home delivery – and multiple fuelling options will be in the best position to meet future challenges. “Forecourts need an intelligent PoS/back office (head office for multiples) system that enables them to manage these diverse offers efficiently and provide excellent customer service. “evoPOS, evoBackOffice and evoHeadOffice have been developed to be future-proof. They are built on a modern open platform, which means no painful wait for new functions, as enhancements can be written and released in a fraction of the time.”

GETTING READY FOR THE POST-2030 FUTURE THE government ban on the production of new petrol- and diesel-fuelled cars is perhaps the most substantial, long term challenge facing forecourt retailers. For many, the solution has been to move away from a fuel focus to convenience, and offering additional services so to be less dependent on fuel sales, but this isn’t the only solution. Future-

proofing means having a diversity of options available. “As well as a focus on convenience and services as above, forecourts need to prepare to extend or replace their fuel-dispensing offer with EV charging or hydrogen dispensing,” says Felton. TLM Technologies, as part of the MADIC group, offers a range of EV chargers and is developing its own hydrogen dispensers

to offer to the market.” While 2030 might seem a long way off, meeting the new challenges could take gamechanging investments. Preparing and doing the research now is the best way to ensure you’re ready for the challenges and opportunities on the horizon. This means investigating just how viable EV or other alternatives could be for your business.

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PAID FEATURE BRAND SPOTLIGHT

In partnership with

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Why Ferrero? FERRERO is helping retailers give back to their communities as part of its continued support. Last year, Ferrero worked to recognise the efforts of retailers amid the Covid-19 pandemic, helping them and their shoppers to celebrate Easter with seasonal stock to give to worthy individuals and causes. Ferrero is also helping retailers drive Easter sales with a strong seasonal selection in addition to its core range that’s relevant all year round.

DRIVE EASTER SALES WITH

Nielsen, Total coverage, 52w/e 05.09.20 2Nielsen Scantrack; Total Easter Confectionery; 15wks to w/e 11.04.20 313 weeks to Easter 2019 & 2020. Nielsen Total Coverage Kids

FERRERO

As Easter approaches, Ferrero is continuing its support with convenience retailers with merchandising and range advice for the seasonal favourites and must-stock lines. RETAIL EXPRESS finds out more

In action

What’s available? FERRERO Rocher is performing ahead of the category, growing by value by 2.6%1. Ferrero Hazelnut and Cocoa Eggs had double-digit growth during Easter 2020, growing by 29% and 24%2, respectively. Kinder, the UK’s fourth-biggest children’s confectionery brand in Easter3, has introduced new licences across its range, including Marvel and Disney. Kinder Surprise 220g has received a Minions update and Kinder Flame eggs carry licences from Toy Story and Marvel.

Must-stocks Ferrero Rocher Egg 275g – RRP £14 Visit the Your Perfect Store website to order PoS for your store. This will help to disrupt your shoppers’ journey as they browse, increasing the potential for impulse purchases and higher spend.

Make your Easter products stand out by creating a display featuring Ferrero Rocher and Collection alongside items such as flowers and cards to boost sales and drive crosscategory purchases.

As we get closer to Easter, which this year happens on 4 April, the ‘main event phase’, larger eggs and gift purchases are made ahead of the long Easter weekend. Ensure you stock them accordingly.

Thorntons Classic Egg 207g – RRP £6.45

Ferrero Collection T15 172g – RRP £6.31

Aman Uppal, One Stop Mount Nod, Coventry “FERRERO donated lots of Easter eggs for us to give away. We delivered them to NHS staff and care workers, and surprised customers in store, and seeing the smiles on their faces when receiving the eggs was amazing. We’ve had some great responses. Many NHS workers have messaged, and we received a handwritten card from a group of elderly neighbours. It has been a very rewarding and fulfilling experience.”

For further information on Ferrero products, PoS and expert advice, head to the company’s trade website, yourperfectstore.co.uk

CATEGORY ADVICE ENERGY DRINKS

TIME TO ENERGISE Energy drinks are among the fastestgrowing soft drinks categories for independent retailers. CHARLES WHITTING investigates how to energise sales

DRIVING GROWTH IN THE SOFT DRINKS CATEGORY ENERGY drinks are a growing phenomenon within convenience retail. Whether it’s people needing that extra boost as successive lockdowns take their toll on energy levels, or the quick and easy hit is proving popular for people on the move, the market is in growth. In 2020, independent stores saw value sales growth of 4.4% year on year in energy drinks. According to Adrian

Troy, marketing director at Barr Soft Drinks, more than one in three soft drinks sold in convenience is an energy drink, with bigger cans driving the growth. For Rav Singh, from Northwood Lane Stores in London, energy drinks are his bestselling drinks category. “Energy drinks are always flying out,” he says. “We’ve got Reign, Rockstar, Relentless, Red Bull,

Lucozade, about six varieties of Monster and Euro Shopper energy drinks. We’re only small, but we try to squeeze as much in as possible.” The popularity of energy drinks is also widening. As the younger generation that ushered in the category get older, their preference for these drinks has not dimmed. The average age of an energy drink consumer is 31.

23 MARCH-5 APRIL 2021 betterRetailing.com

£1.19** OR 2 FOR £2.20**

STOCK UP NOW.

CATEGORY ADVICE ENERGY DRINKS

BUILDING A RANGE BY FOCUSING ON VALUE AND FLAVOUR THE popularity of the category and the increased importance of flavour has seen a large number of new lines launched by established brands, as well as new brands entering the marketplace as well. With finite fridge space, the challenge is working out what to stock. A good place to start is with the established bestsellers. Many shoppers are loyal to their energy drink brand, so ensuring they can get their preferred options will generate loyalty to your store. “Retailers shouldn’t underestimate the importance of

getting their core energy range right,” says Amy Burgess, senior trade communications manager at Coca-Cola European Partners (CCEP). “While customers are constantly on the lookout for new innovations and sugar-reduced options, traditional energy drinks remain popular.” Another important consideration is value. It is worth building a range that caters for all budgets, allowing people to treat themselves when they are able, but also save money when they need to. Price-marked packs (PMPs) and multi-packs

can play a vital role in this, according to Burgess. “We saw 46% growth across our energy multipacks in 2020,” she says. “We also know that 35% of consumers say their income has taken a hit as a result of the coronavirus pandemic, and many remain focused on saving money as a result. PMPs can reassure shoppers that they can get the products they want, at an affordable price.” The energy drinks sector has a variety of price points for retailers to use, with cans varying in size and price, and

often offering promotions as well. Energy drinks are social media-savvy generally, sponsoring a range of events that retailers can get behind and offering promotional support that can be used in store. “This year Lucozade Revive is driving further awareness for UK shoppers with a new marketing campaign which is set to reach at least 80% of all UK adults a minimum of 11 times across social media, digital and outdoor advertising including roadside,” says a spokesperson for Suntory Beverage & Food GB&I.

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expected trends for 2021 Carabao’s Taste of the Nation Report showed consumers care most about three things when it comes to energy drinks Great taste Seventy-one per cent of shoppers said they would probably purchase an energy drink if it tasted great, but only 8% agreed the energy drinks on offer tasted nice. Lower sugar Forty-eight per cent of shoppers perceive energy drinks to be unhealthy. Better value Eighteen per cent of shoppers felt energy drinks were too expensive.

TAKING ADVANTAGE OF SEASONAL OPPORTUNITIES ONE way to keep your offer fresh and stock plenty of options without overfilling your fridge is to rotate your range with the seasons. Suppliers are responding to customer demands for flavour with the launch of new lines. People’s tastes change with the seasons, but this summer looks set to see a greater shift than normal. With people having spent the majority of the winter in their own homes, the combi-

nation of warmer weather and loosening lockdown measures is set to see people getting out and about, exercising in parks and local trails, making sports energy drinks more of a focus. “More people are working out effectively from home, and as the days get longer and lighter, we’ll see even more people taking to nearby trails and parks to exercise rather than flocking to gyms,” says Nick Partridge, commercial manager at Refres-

co UK. “This trend means there are new opportunities for retailers to unlock within sports and fitness.” This has prompted suppliers to launch new lines specific for summer, which retailers should take advantage of while the weather is hot. Red Bull’s Summer Editions range was created to take advantage of demand for summer varieties and saw over 150,000 cans bought within one month of launch. The Watermel-

on Summer Edition, which was launched in July 2020, is now a permanent fixture. “Products that deliver added value for a range of summer occasions, such as multi-vitamins, protein or a functional energy boost, continue to be popular,” says a Red Bull spokesperson. “Summer presents a huge opportunity for retailers to boost sales of soft drinks, as customers look for cool, refreshing options.”

CATEGORY ADVICE ENERGY DRINKS

THE IMPORTANCE OF HEALTHIER OPTIONS PEOPLE’S concern about their health has seen a growth in demand for products that have ‘unhealthy’ ingredients taken out or missing entirely. Red Bull’s sugar-free options have had 32.5% volume growth in the past six months, showing that demand for healthier versions of soft drinks are on the rise. “Sugar is an important

component of energy for the majority of consumers, but a growing number are looking for a lower-calorie or even sugar-free option,” says Adrian Troy, marketing director at Barr Soft Drinks. “Some energy drinkers may want zero-sugar energy, but they don’t want it to look, feel, perform or taste different to regular energy drinks.”

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Additionally, lockdowns have encouraged people to keep active at home, but once restrictions start being lifted, getting back to the gym is seen as a major priority. Having energy drinks that are more specifically designed to be part of a sport or fitness lifestyle can prove popular, with the performance energy segments in the UK having

grown at a rate of 62.7% over the past six months. “We developed our Reign Total Body Fuel range in response to growing demand among 18to-35-year-olds for drinks that can help them achieve maximum results when they work out as part of a sports and fitness lifestyle, without having to compromise on taste,” says CCEP’s Amy Burgess.

Mike Nicholls, Costcutter Dringhouses, York “ALL ages buy energy drinks in my store, although it’s predominantly younger people. The older generation tend to be more Lucozade customers, while Red Bull is the classic for the younger generation. We’re finding people want tried-and-tested lines, so we go with brands even with the higher prices. Own-label energy drinks are great and sell in volume, but the margin isn’t as good, and you don’t sell much more volume. It’s better to sell the brands in the higher ticket prices through the till.”

Swarti Rabadia, Rabadia Convenience, Leigh, Greater Manchester “WE’VE got a whole bay dedicated to energy drinks. One case will only sit there for four days. We stick to what we know, but we do bring in the odd new brand because you’ve got to keep up with the trends and you never know. Listen to your customers and make sure you’ve got a price range that will work in your stores.”

WIN £50-worth of Lucozade Energy Raspberry Ripple

THE IMPORTANCE OF MULTIPACKS

SUNTORY Beverage & Food GB&I is partnering with Retail Express to bring a splash of summer to soft drinks chillers with the chance to win £50-worth of new Lucozade Energy Raspberry Ripple, building on the success of its Citrus Chill variety that was launched last year.

TO ENTER Fill in your details at:

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

THE take-home, drink-later demand for energy drinks has risen as it has for other soft drinks, meaning that while it is important to have a strong range of single cans for people on the go needing an energy boost, stocking a range of multipacks and larger bottle sizes is also going to attract certain customers. Lucozade has seen 9.1% growth in its drink-later portfolio, with the top-three 1l Lucozade Energy lines representing almost a quarter of the brand’s total sales. “It’s increasingly important retailers have a larger-format offering in store for this demand,” says a spokesperson for

Suntory Beverage & Food GB&I. “However, we’d advise retailers to pay close attention to the needs of their shoppers and adapt their soft drinks range accordingly as local and national lockdown restrictions continue to be reviewed, as we’ve seen encouraging evidence that the impulse and drink-now occasions will re-emerge as lockdowns are relaxed.” Rav Singh, from Northwood Lanes Store, London, regularly sells four-packs of Red Bull for £4 and often offers deals for two cans or Monster or Relentless. “We have people who buy two or three £1 bottles of Euro Shopper at a time. It’s a 1l bottle, so

they’re loyal to that. They buy that all the time. They might

buy something else when it’s on offer.”

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YOUR ENERGY MUST STOCKS.

BESTSELL ER

top tips

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Monster’s top tips for supercharged sales Stay cool Shoppers are more likely to buy an energy drink for immediate consumption if it’s chilled. Make sure they have easy access to cold cans. Get your range right It’s important to stock products in all the main energy segments. Using sales data is a good way to identify which lines can be removed to make space for new launches. Keep it clear Help shoppers navigate the fixture by grouping brands within each sub-sector. If you can, signpost your traditional, zero-sugar, flavoured and performance energy offerings. Allocate secondary space Energy drinks are big drivers of impulse sales and need to be visible throughout your store. Monster-branded coolers and display units are a great way to maximise standout.

ZERO 250ml

ENERGY 250ml

SUGARFREE 250ml

Get behind promotions Bring the category to life by offering exciting promotions that tap into your shoppers’ interests. Who doesn’t want to win a money-can’t-buy Monster prize? Know your shoppers Price-marked packs can reassure shoppers that they can get the products they want, at an affordable price. Monster, Reign and Relentless 500ml packs come in PMPs, as does the Monster Green and Monster Ultra White fourpack – don’t forget to allocate space to take-home packs, especially at the moment.

RED BULL ZERO, ENERGY & SUGARFREE 250ml. SEE SALES FLY. STOCK UP TODAY.

*IN TOTAL MARKET. SOURCE: NIELSEN SCANTRACK, TOTAL SOFT DRINKS BY SERVE BY DIET, LATEST 52 WEEKS W.E 16.01.2021.

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Energy drinks are booming1 and that’s largely thanks to MONSTER2. The brand tells RETAIL EXPRESS how retailers can make their displays stand out

PAID FEATURE ONE MINUTE CATEGORY MANAGER

What to stock THESE days, the sports & energy segment boasts a variety of flavours, juice blends and nutritional formulas, which is appealing to more consumers, on more occasions. Here are our 10 recommended* lines to stock. *Based on top-selling variants in convenience3, with additional variants to avoid duplication. Offer shoppers choice to drive sales.

Monster Energy Original Green 500ml

Monster Energy Ultra White 500ml

Monster Energy Monster Energy Original Zero Mango Loco 500ml Sugar 500ml

Relentless Origin 500ml

Red Bull Original 250ml

Monster Energy Pipeline Punch 500ml

Red Bull Original 473ml

Red Bull Sugar Free 250ml

Boost Energy Active Original 250ml

How to stock it ACCOUNTING for one in three on-the-go soft drinks sold in convenience in Great Britain4, energy drinks should be given the space they deserve.

Monster’s latest product launches include Monster Juiced Monarch, Monster Mule and Monster Ultra Fiesta

TOP TIPS

Group brands and the different energy sub-categories together, such as traditional, zero sugar, flavoured and performance energy.

Use price-marked packs to reassure shoppers they can get their favourite brands5, like Monster and Relentless, at an affordable price.

Where to stock it

Swap slower-selling lines for multiple facings of bestsellers, or for new products, including emerging and profitable sub-categories, like performance energy.

IT’S important to have energy drinks in several locations around your store, so your customers can’t miss them.

THREE TOP TIPS

Shoppers will expect to find onthe-go packs alongside the rest of your soft drinks and food-to-go offering, so make sure your fixture reflects this demand.

Multipacks are in growth6, so display them at the ends of aisles for customers looking to buy now and enjoy later, helping to increase sales and drive repeat visits.

Allocate secondary space in smaller chillers near the till, or next to food to go. Place performance energy drinks alongside energy bars and other fitness products.

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In partnership with

Equipment needed SPEAK to your Coca-Cola European Partners (CCEP) rep about chilled equipment or register an enquiry at My.CCEP.com.

UTE

MANAGER

Sixty-eight per cent of consumers prefer cold drinks7, so ensure your core energy range is stocked in a chiller.

Drive extra sales by making sure your chillers are placed in standout locations to interrupt the shopper journey.

Using the latest equipment can also be a great way to save energy. The energy management systems on Monster chillers can reduce energy consumption by up to 30%.

Now shout about it TOPTIPS

EYE-CATCHING displays are a big driver of impulse purchases. Register at My.CCEP.com to request free PoS materials from Monster, Relentless and Reign.

Who’d say no to a money-can’t-buy prize from Monster, Relentless or Reign? Use promotions to attract and engage shoppers.

Consider themed displays around events and occasions. For gaming nights in, you can give your Monster range a push and drive sales.

Innovation is a key category driver, so tell customers about your new products on social media, like Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch.

Who took part Gareth Jones CK’s Nisa Local, Swansea “THREE years ago, we only stocked four Monster products. Today, we have 17 from the Core, Ultra, HydroSport and Juiced ranges, plus all four Reign varieties. Sugar-free products, like the Monster Ultra White and zero-sugar Original, have grown by 33% for us. “We always capitalise on what brands such as Monster provide. When new products are out, it’s not enough to put a single facing on a shelf. So, we make secondary locations, like in our Monster chiller, as well as ambient displays. We also give the right amount of chilled space to our top performers, to keep the product available and to make sure customers don’t miss it.”

For more tips, trends, inspiration, PoS and chances to win, visit Monster and CCEP’s new retailer support platform: salessupercharged.co.uk Sources:

Nielsen Home MAT Total Coverage incl discounters VAL w/e 05.09.20 2 Nielsen Home MAT Total Coverage incl discounters VAL w/e 05.09.20 3 Nielsen MAT Value Total Impulse w/e 05.09.20 4 Nielsen: IC Energy drinks, Units Sold in Symbols and Indies YTD w/e 03.10.20 5 The recommended prices on all of CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available 6 Nielsen Home MAT Value Total Coverage inclu discounters VAL w/e 05.09.20 7 Lumina Intelligence Convenience Tracking Programme Q1 2020 to end of March 1

CATEGORY ADVICE ICE CREAM

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MAKE THE MOST OF ICE CREAM

the stat

21%

Summer is on the way and it’s important retailers have their ice cream prepared well in advance, but what should stores be focusing on? TAMARA BIRCH finds out

The value increase of ice cream in 2020

CAPITALISING ON THE END OF LOCKDOWN ICE cream sales in take-home and impulse formats have grown by 21% in the past 12 months versus the previous year, with recorded sales of the total market hitting more than £1.35bn. Although the category has thrived during the pandemic, suppliers have said this is largely due to the shift towards tubs and multipacks. “Lockdown restrictions have had a significant impact on take-home ice cream, driving more than 365 million additional ice cream consumption occasions, with children off school and people working from home leading to a sharp

rise in snacking and a surge in demand for ice cream,” says Henry Craven, customer marketing controller at Froneri. Restrictions are set to end by 21 June and while some will holiday abroad, many will choose staycations. As a result, stocking multipacks for families and single formats for impulse buys and on-the-go lines is key. Jennifer Dyne, ice cream brand experience director at Unilever UK&I, says: “As we all spent our summers in our gardens and local parks, we saw a big sales increase in our handheld ice creams in

convenience stores, as well as multipack sales. “Magnum multipacks, for example, had an increase of 33% in value sales last year, compared to 2019.” Stocking handheld ice cream in a prominent position, such as near the entrance or till area, is key to capitalising on summer sales. Also, focus on a core range and include well-known brands, like Magnum, to increase repeat purchases and impulse sales. Michelle Frost, general manager at Mars Chocolate Drinks and Treats, says to also focus on confectionery brands. “Re-

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tailers should stock a range of confectionery brands in ice cream, such as Maltesers Ice Cream, to reap the sales benefits of familiarity and eyecatching packaging,” she says.

Jennifer Dyne, ice cream brand experience director, Unilever UK&I “WE’VE seen strong growth across our ice cream brands this year, with value sales up by 19.8% at the end of last year, which was due to a few different factors. For example, 11 of the top-12-selling ice creams are from Wall’s, with Cornetto growing ahead of the market at 17%. “Shoppers are no longer just looking for products that taste good, they are looking for new products that do good, too, like our new Ben & Jerry’s Cookie Dough Peace Pop, which has an 88% paper wrapper to ensure it’s widely recyclable.”

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• Magnum’s most indulgent ice cream yet • Supported with a massive £10m MMS Marketing campaign • Made using sustainably sourced cocoa beans 1

N ie ls e n, 2n d Ja n 20 20, 28% M AT RSV g row t h

CATEGORY ADVICE ICE CREAM

THE BIG-NIGHT-IN SUCCESS THE success of ice cream is largely due to the rise of nights in, according to Kat Jones, marketing manager of ice cream at General Mills. What’s more, shoppers were more inclined to treat themselves under lockdown and trade up to premium brands. “Luxury ice cream is a conscious treat spend and brands like Häagen-Dazs are in the

ideal position to respond to that demand for extra comfort and pleasure, more relevant than ever in 2021, with new formats and products,” Jones says. Larger formats will continue to thrive, even as lockdown continues to ease, especially as sharing is expected to be a key mission this summer. “Customers are ready to make

up for lost time and socialise with their friends and family more than ever. As such, products that provide instant indulgence will be in demand,” says Frances Booth, UK category & development marketing manager at Lotus Bakeries. Even with the end of lockdown in sight, nights in are likely to become a regular occurrence for shoppers. As a

result, it’s not advised to overhaul your range for on-the-go lines. Sharing is an ongoing trend, with retailers reporting a shift to products that cater for this, so ensure your range reflects this and use sales data to monitor its success.

top products Häagen-Dazs Duo range General Mills has extended its ice cream range with a new Duo range. Belgian Chocolate & Vanilla Crunch, Dark Chocolate & Salted Caramel Crunch and Belgian Chocolate & Strawberry are available now in tub formats. “With 62% of consumers claiming they would buy the different flavours, retailers can expect to see the product deliver a sales uplift, driving incremental sales by upwards of 19%,” says Jones. Mars and Snickers Ice Cream Mars and Snickers Ice Creams are available in a multipack, while Mars, Snickers and Maltesers are also available in tubs. Stocking recognisable brands can be a great way to drive ice cream sales if you can only stock a small range. By stocking tub formats, retailers can meet the growing demand for sharing formats and cater to nights in.

CAPITALISING ON WINTER EVENING MEALS ICE cream and summer go hand in hand, but how can you maintain sales in winter? While tubs and multipacks are the immediate answer, introducing an evening meal deal can also help. Alan Mannings, of Shop on the Green in Chartham, Kent, for example, ran a £5 evening meal deal consisting of a main meal, dessert and drink. Value is becoming a crucial market to cater to, with many watching the pennies because of the pandemic. With shoppers on a budget, many are apprehensive to trade up, but

an evening meal gives them an opportunity to treat themselves, and encourages trade up and increases volume sales. It’s also more likely they’ll return and buy more as they save more. Many retailers switch off their ice cream machines and delist on-the-go formats during the winter, which helps them to save money. Instead of switching the machine off, trial tubs in this area and monitor their success to see if they will be worthwhile for future years. Alternatively, Mars Ice

Cream’s Michelle Frost says if you reduce your range in the winter, focus on bestselling brands. “By selling a select range and focusing on the bestselling brands, retailers can ensure the freezer space looks clean and tidy. “Positioning the freezer at the front of the store ensures ice cream is not overlooked and retailers can capitalise on impulse purchases,” she says.

Ben & Jerry’s Cookie Dough Peace Pop Unilever has added to its Ben & Jerry’s range with the launch of a Cookie Dough Peace Pop. The new product is available in a single format (RRP £2.20) and packs of three (RRP £3.99), and is based on the brand’s original peace pops range from 1988. The Cookie Dough Peace Pop comes on a wooden stick wrapped in tie dye packaging, with the wrapper made from 88% paper, making it widely recyclable. Magnum Double Gold Caramel Magnum Double Gold Caramel is available now in a single 85ml format (RRP £2), a three-pack (RRP £3.69) and a 440ml tub (RRP £4). The product contains a caramel sauce filling and is then coated in a golden caramel chocolate, with the packaging using recycled polypropylene plastic. The launch will be support by a £10m campaign, running until August. Cadbury Dairy Milk Core Tub Froneri has launched Cadbury Dairy Milk Core Tub, available to convenience retailers. The ice cream is vanilla and Cadbury Dairy Milk chocolate pieces, with a chocolate core to add additional indulgence for shoppers.

23 MARCH-5 APRIL 2021 betterRetailing.com

SUPPLIER

ICE CREAM ALTERNATIVES MAKING healthier choices is an important shopper mission across several categories, including ice cream, and suppliers have reacted with new product launches. With higherprotein and calorie-counting diets gaining traction, consider introducing some lowercalorie lines, such as Halo Top, to achieve higher sales. This will also help repeat purchases and increase shopper loyalty. Froneri’s Henry Craven says that although some have sought comfort in more indulgent products, ice lolly sales

are up by more than 25% year on year. “Lollies have moved from being a summer staple to an all-year-round favourite and the fastest-growing of all handheld sectors over the past five years, driven by their great value and low-calorie permissibility.” Handheld ice creams are a staple in convenience, especially during the summer, but ensure your range includes low-calorie options. Alternatively, stock smaller handheld products as these will naturally contain fewer calories.

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The demand for free-from products is also increasing, with the category growing in value by 19% in 2020, highlighting the opportunity for independents to expand their range and stay ahead of the curve. In fact, Unilever’s Jennifer Dyne says: “Free-from attracts not only shoppers with intolerances, but those who are searching for healthier alternatives.”

Paul Johal, sales director, Fwip “EIGHTY-FIVE per cent of ice cream consumers eat ice cream all year round, while 44% of younger consumers want to try ice cream from different countries. With 75% of shoppers visiting a convenience store at least once a week, there’s a lot of scope for retailers to meet demand by offering Fwip. Fwip offers three gelato flavours of ice cream, as well as sorbet, which are vegan, and a natural frozen yoghurt. “Themed promotional activations are key to driving ice cream sales during winter. Also key is to link Fwip ice cream to other products sold in store.”

PROVIDING SHAREABLE AND INDULGENT TREATS ABOVE all else, ice cream is a treat category, and after the past 12 months, everyone deserves a treat. Health is key trend to focus on, but for those with limited freezer space, catering to treat missions is likely to help sales. In fact, Unilever’s Jennifer Dyne says: “Many of us have found moments of joy in food – including ice cream.” Craven echoes this and says

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Gail Watling, Reds Convenience Store, Norwich “ICE cream is a strong category and we’ve recently introduced new lines in preparation for summer, when hopefully we’ll be out of lockdown. In the winter, we sell more tubs as shoppers stay inside, and Magnum is our top seller. Prior to the pandemic, we only sold one brand of ice cream, which was Magnum, but have recently introduced Cadbury Flake and other confectionery brands. “We stock price-marked packs as this helps to show value, and we’re going to monitor its success on our ice cream sales. We’re hoping to capitalise on those wanting to treat themselves and indulge occasionally. “For summer, we’ll get the full range in store and it’s quite a bit of upkeep, but we’re organised and maintain it regularly. After Easter, we’ll review the range and start fresh as we’re expecting staycations to be huge this year.”

the convenience market has been dominated by the top-five ice cream sectors, including super-premium tubs, chocolate sticks, lollies, everyday premium tubs and ice cream cones. “Throughout the pandemic, many of us have looked for ways to treat ourselves, so the more indulgent sectors, such as chocolate sticks, which have performed well in the past year,

contributing heavily to value and volume growth,” he says. Social events, which are likely to be able to take place this year as restrictions are lifted, are a prime example of opportunities that can help to increase ice cream sales. Use signage to highlight your range and entice impromptu pickups, and use social media to reach a wider audience.

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‘ENERGY-EFFICIENT LIGHTING SAVES US £400 A YEAR’ THE RETAIL EXPRESS TEAM explores the ways retailers can reduce wastage and make their operations more sustainable

THE PROBLEM With bills and global temperatures rising, it has never been more important to improve the sustainability of your business. How can retailers do this?

AJ Singh Premier Morley, Leeds

“I INVESTED in electric vehicles from Paxter – a company in Norway. Our �leet is electric. They look like tuk tuks, but they’re all electric and branded in Premier signage. You just plug them into a normal socket overnight and the engine lasts about three days. It is seasonal because it doesn’t have doors. “We’re running a trial with them that is about ef�iciency with deliveries. I’ve also invested in all-electric Smart cars. We’ve got two so far. It costs 12p to charge up overnight and then you’ve got 100 miles of delivery. Our customers are appreciating us getting eco-friendly deliveries. “We’re looking at a few different schemes, such as Zero Waste with Booker. I went to Asda and they have the zero packaging option and I like that concept. And I want to see if there’s scope for that in our store. I love trying different and quirky stuff, and if it’s good for the environment then that’s even better.”

Narrinder Blaggan Netherton Grocer, Liverpool

“WE are always looking for reputable companies out there offering a good deal. We look online at companies and businesses and we get some good deals. It’s worth shopping around because once you choose, you’re often contracted to them for two to three years. “Lighting is an easy one. Look into energy-saving lighting. I have energy-saving lighting and that’s made a big difference to the bills. We save £400 a year on average by doing this. “Another important thing to do is staff training. It makes such a difference when you train your staff to take sustainability in store seriously. It can be something as simple as training them not to leave the storage lights on when they are not needed. You have to keep at it all the time through rewards and repetition. We offer incentives to the staff and then they are more likely to look after the place.”

Meten Lekhani St Mary’s Supermarket, Southampton

“ONE of the things we’ve done is install LED lighting within the store. When we do our re�it, we’ll put doors on the fridges or we might replace the fridges with ones with doors on them. It will bring our energy usage right down, which is very helpful. “We also need to look at the packaging side of things. I’ve been looking at loose packaging stuff within the store, like fruit and vegetables and nuts. We’ve been talking to a supplier regarding that. It’s cost saving for the customer, too. Without the plastic on the product, they’re saving money and we’re making more. I think it’s something customers like to see. They’re not as keen on plastic packaging and prefer picking things up from loose. Loose things like sweets, they’re going to come back. “You should be working to reduce your bills, because they can get high. If you can invest in your business doing so, you can also get a tax rebate, so you’re getting two lots of savings.”

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