Retail Express – 24 March 2020 by BetterRetailing

Police boss urges retailers to write to local forces failing to respond to retail crime, as he pleads…

‘DON’T GIVE UP ON US’ 24 MARCH-6 APRIL 2020 STRICTLY FOR TRADE USERS ONLY

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ILLICIT TOBACCO CRACKDOWN

INDIES SNAP UP DELIVERY

FORECOURT FOCUS

Chancellor pledges to boost HMRC resources in latest budget announcement

Retailers take advantage of online service to grow vaping sales and reach new customers

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24 MARCH-6 APRIL 2020 STRICTLY FOR TRADE USERS ONLY

Police boss urges retailers to write to local forces failing to respond to retail crime, as he pleads…

‘DON’T GIVE UP ON US’ P3

ILLICIT TOBACCO CRACKDOWN

INDIES SNAP UP DELIVERY

FORECOURT FOCUS

Chancellor pledges to boost HMRC resources in latest budget announcement

Retailers take advantage of online service to grow vaping sales and reach new customers

Find out how this forecourt operator is taking sustainability seriously

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our say

Megan Humphrey, editor

Your coronavirus efforts won’t be forgotten THE past few weeks have led to all of us having to alter our lifestyles, and adapt the way we work to protect vulnerable members of our communities from coronavirus. Despite their livelihoods being at risk, independent retailers have been going above and beyond, while ensuring they and their members of staff stay safe. When supermarkets were slow to react, independent shops were already out on the road delivering supplies to elderly customers, and handing out free hand sanitiser. A lot of this can be put down to the relationships they have built up with their customers, giving them the opportunity to prioritise those most in need. As I embarked upon my first day of working from home, it was refreshing to see independents finally getting the attention they deserve on the national news. I FEEL IMMENSELY Even though this made me feel immensely proud to work in PROUD TO WORK such a giving industry, I couldn’t IN SUCH A GIVING help but be saddened that it has INDUSTRY taken something like this for their tireless work to be noticed. However, I was relieved to hear the government recognising their value to the rest of the society. The news of a business rates holiday and funding of £25,000 to each small business was very much welcomed. I hope this is the lifeline independents need to allow them to continue keeping their communities protected. I wish you all the best over the next couple of weeks – your efforts will not be forgotten.

The five biggest stories this fortnight 01

Government pledges to crack down on illicit in Budget

ALEX YAU RETAILERS have called for the government to boost the number of trading standards of�icers in its promise to invest more in its crackdown of the illicit tobacco trade. In the Spring Budget, chancellor Rishi Sunak announced the government would be in-

vesting in increased resources I’d like to see this investment for trading standards and used is to roll out enforcement HMRC to tackle the illicit to- of�icers. I know of instances bacco trade. This will include where illicit tobacco has been the creation of a ‘UK-wide traded nearby and the knockHMRC intelligence sharing on effect can really hit a small hub’ alongside consultations business hard.” Raj Aggarwal, of Spar Hackon proposals for stronger penenthorpe in Shef�ield, added: alties on tobacco tax evasion. Kiru Nadarajah, of Every- “I’d like to see this money go days in Hampton, Middlesex, towards tougher sentences told Retail Express: “One area and more of�icers to reduce

backstreet dealers. You also never hear of any prosecutions, so perhaps we can also name and shame those who are caught.” Other Budget announcements included the abolishment of business rates for retailers with a rateable value of less than £51,000 until 2021, alongside a freeze on alcohol and fuel duty.

FOR MORE ON HOW INDEPENDENTS ARE REACTING TO THE CORONAVIRUS, SEE EXPRESS YOURSELF ON P3 @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Daryl Worthington @DarylNewtrade 020 7689 3390 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief Louise Banham 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355 Reporter Umar Ali 020 7689 3395 @UmarAliNT

Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Production coordinator Ashley Reid 020 7689 3368

Account manager Adelice Tatham 020 7689 3366

Director of sales and marketing Matthew Oliver 020 7689 3367 Senior account director Charlotte Jesson 020 7689 3389 Senior account manager Natalie Reed 020 7689 3372

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

Reporter Alex Yau @AlexYau_ 020 7689 3358

Alcohol price rise

RETAILERS will see prices of popular alcohol lines increase after the removal of a tax loophole by the government on 1 April. In 2018’s Budget, the government said it would stop alcohol producers using the

PO secret payouts

process of post duty point di- THE Post Of�ice (PO) has called the Complex Cases Rebegun discreetly com- view Team has been looking lution (PDPD). retailers with over claims. Under this, producers pensating A PO spokesperson said: only pay tax on the alcoholic historic issues related to its “We don’t comment on individportion of certain lines. Af- Horizon computer system. Several sources con- ual cases, but we’re continuing fected products will include alcopops, fruit ciders and �irmed that a newly set up to directly address past events Post Of�ice department for postmasters affected.” UK wines.

Digital content editor Jody Porter 020 7689 3378

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

47,895 Audit Bureau of Circulations 1 July 2018 to 30 June 2019 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.

For the full story, go to betterRetailing. com/alcoholprice-rise

Corona fightback

INDEPENDENT retailers are putting their communities �irst amid the ongoing coronavirus outbreak. Gaurave Sood, owner of Neelam Post Of�ice in Hillingdon, west London, has been delivering shopping to the

doors of his elderly customers who have been told to self-isolate. Walsall Retailer Amrit Singh has given away hand sanitiser for free to local schools, nursing homes and community groups.

For the full story, go to betterRetailing. com/post-officepayouts

DRS law revealed

THE Scottish government has published the regulations for the introduction of its bottle deposit return scheme. A start date for the scheme of July 2022 was also revealed. The Scottish parliament now has 54 days to de-

cide whether it is approved or not. Retailer Mo Razzaq welcomed the news. “This is the latest stage in a process that the NFRN has been working toward for the past three years,” he said.

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

Police boss urges indies to complain to local forces MEGAN HUMPHREY IAN Dyson, City of London Police and Crime Commissioner (PCC), has called on retailers to write to their local forces who are failing to respond to incidents of crime. Speaking at the ACS’s crime seminar in London last week, Dyson told attendees: “Data is so important and I hear there are challenges when it comes to reporting crime. But I urge you, please don’t give up on us, reporting crime is the only way to address the issue.

“I know that some of you have experienced of�icers not turning up. They aren’t going to thank me for this, but write a letter to your local police force if this is happening to you. The more data we can collate, the more we can do about it.” The comments come after the ACS’s 2020 crime report found that only 17 out of 42 PCC’s reference business crimes in their police and crime plans. NFRN national president Stuart Reddish told Retail Express: “We always urge our members to report crime

incidents, but we know that many do not because they believe that falling police numbers mean they won’t receive a response. “That’s why the NFRN has produced a template letter for members to send to chief constables when they get no, or an unsatisfactory, response from their local police forces, and I would urge any retailer in that situation to act.” Dyson added he is focusing his efforts to improve the process of reporting crime. “Nothing is going to happen overnight, but we are work-

ing on data sharing agreements with forces and will be rolling out an online reporting tool,” he said. “We have a government that wants to do something about crime. It’s important

for me to say that your voice is being heard.” To receive a letter template to send to your local police force, call Retail Express on 020 7689 3357

ACS CRIME REPORT How were retailers impacted last year?

£1,670

25%

Incidents of violence that resulted in an injury

Total cost of shop theft per store

£4,504

47%

Average cost spent on prevention measures per store

The percentage of crime reported by retailers

express yourself “We’ve been coping well with the coronavirus. We’ve stockpiled heavily and called on all our suppliers for extra stock for when we need it the most. We’ve split the team so half of us come in the morning and half of us are out buying. We’ve also partnered with LocoSoco to enable us to distribute hand sanitiser, and we’ve had a large quantity of it come in which we’ve poured out into smaller quantities for customers to buy.” Amrit Singh, Nisa Local High Heath, Walsall

the column where you can make your voice heard

GOOD WEEK RETAILERS: Slushie supplier Snowshock has reversed its axing of lifetime warranties on machines bought before 2019. Commercial director Peter Campbell said: “We stopped offering a lifetime parts warranty from 2019 because our data showed it could lead to neglect of maintenance and hygiene.” However, the company changed the policy after criticism, giving stores back the warranties initially promised. CO-OP: Donations from Southern Co-op branches have helped save a Dorset family farm. Four shops donated a total of £3,500 to Fancy’s Farm. Visits to the farm had declined in recent months due to bad weather. Kim Daley, manager of a Southern Co-op in Weymouth, said: “We’re so happy to have been able to help them.” Go to betterRetailing.com and search ‘co-op saves farm’ for the full story

BAD WEEK MYSUPERMARKET: Online price comparison tool mySupermarket closed on 1 March. President Amir Offer and CEO Gilad Simhony said the shutdown was to enable the company to “shift its attention to other business areas”. The website and app enabled retailers to compare prices across all major UK supermarkets and high street stores. CAMELOT: The company had to temporarily shut down its headquarters after a staff member was diagnosed with coronavirus. An employee at the National Lottery operator’s Watford head office was diagnosed after returning from Thailand and admitted to hospital with breathing difficulties on 11 March. The head office and call centre have re-opened. Go to betterRetailing.com and search ‘camelot coronavirus’ for the full story

How are independent shops supporting their customers in responding to the coronavirus?

“All our stores are helping the community, even Wine Rack stores are stocking essentials like nappies, baby milk and medicine. We’ve started rationing toilet roll, which means stockpilers aren’t going to bother coming to us, but people who really need it can get it for cheaper than usual. Managing that has been difficult. We’re recruiting temporary staff and starting a delivery service for over-65s.” Alex Kapadia, Nisa Local Whitehills, Northampton

“In light of the government’s recommended selfisolation for vulnerable customers, we’ve been offering a free delivery service. We received and fulfilled 20 orders yesterday and received 11 this morning alone. We put a message on social media announcing the service and encouraging people to make elderly friends, neighbours and family aware.” Bobby Singh, BB Nevison Superstore & Post Office, Pontefract

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

Bobby Singh

NEWS

24 MARCH-6 APRIL 2020 betterRetailing.com

Retailers snap up online delivery MEGAN HUMPHREY TWO leading independent retailers are using online delivery service Snappy Shopper to boost their vaping and home delivery sales. Sid Sidhu, of St John’s Budgens in Kenilworth, Warwickshire, has made his entire range of vaping products available to order this month. “I’ve been using Snappy Shopper for groceries over the

past month and have seen 54 orders come through, with the most popular products being fresh and produce,” he said. “Vaping is the next step, and my aim is to use online ordering to double sales in the category. However, it’s not as simple as placing the products online. I need to make sure I give them options to choose nicotine strength and what alternative flavour options are available.

“Customers who vape are focused on attention to detail. Ensuring I have all the pictures to accompany the product descriptions is also important.” Amrit Singh, of Nisa Local High Heath in Walsall, has also been working with Snappy Shopper to offer what he claims is the first green delivery service. “I’m using a BMW i3 to deliver products to customers

and Snappy Shopper is helping me personalise the car. I’m also advertising it on Facebook,” he said. “In terms of running costs, the car costs £15 per week to run compared with an average of £75 with a petrol car.” Describing the system in November, chief executive Mark Steven told Retail Express: “It’s driving store loyalty – customers are making regular orders, some return-

ing 25 times per month. Average baskets are £21, and some

retailers are hitting more than £7,500 in weekly sales.”

Costcutter up for sale, claim sources THREE senior industry sources have claimed that Costcutter Supermarkets Group owner Bibby Line Group has begun a formal process for selling its convenience arm. PricewaterhouseCoopers (PwC) is alleged to be managing the process. It was claimed that several interested parties have signed non-disclosure agreements in order to be granted access to Costcutter’s confidential commercial information.

Both Sainsbury’s and Coop were named as potential suitors. One source suggested lower-than-expected share payouts to Nisa stores by Co-op related to its buy-out may help finance the acquisition of Costcutter Supermarket Group. A spokesperson for Costcutter responded: “As on previous occasions, we will not be commenting on rumour and speculation about the future ownership of our business.”

MUP ROLLOUT BOOSTS PROFITS

THE introduction of minimum unit pricing (MUP) in Wales has increased profits from the alcohol category by 53% for one retailer. John Parkinson, of Premier Broadway Convenience in Llandudno, told Retail Express: “Sales of K cider are non-exist-

82%

ent because the price has doubled to £2. My overall profits increased from 13% to 20%, but its too early to tell what we’ll delist and what’s more popular.” MUP was introduced in Wales on 2 March, making it illegal for retailers to sell alcohol at less than 50p per unit.

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A right royal affair for a Londis in Ireland

28/02/2020 11:04

THE Duke and Duchess of Cambridge stopped by a Londis in Kildare, Ireland, earlier this month for a quick topup shop. Shop owner Philip Stynes admitted he’d let it slip the night before that William and Kate would be visiting. “It just

snowballed from there,” he told The Journal. On the day, more than 200 local residents turned out to see the couple. The visit saw them purchase goods including fresh bread, leaks and butter to make soup with users of local youth charity Extern.

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Coca-Cola launches Energy Cherry Celebrate Karakuchi PRIYANKA JETHWA COCA-COLA European Partners is building on the launch of Coca-Cola Energy, which clocked up almost £4m worth of sales in 2019, by adding a new cherry�lavoured variety. Rolling out this month, Coca-Cola Energy Cherry is designed to help retailers to capitalise on the demand for different �lavours in the energy sector. It is also reformulating Coca-Cola Energy and CocaCola Energy No Sugar so that it tastes more like original Coca-Cola, with the cans being redesigned to draw greater distinction between the varieties.

Passionfruit variety joins Absolut range ABSOLUT is extending its range of �lavours with a Passionfruit variety. Available in a 70cl bottle, RRP £20, Passionfruit is aimed at the 33% of consumers who typically drink passionfruit-�lavoured cocktails when at a bar. Raja Banerji, Pernod Ricard marketing director, said: “With three in �ive Absolut �lavoured vodka drinkers stating they would buy Absolut Passionfruit, and Absolut commanding a 40% share of the �lavoured vodka market in the off-trade, this launch is primed to drive sales just in time for summer.”

Nights with Asahi

Coca-Cola Energy recently came under �ire from Nisa retailers after the symbol group changed its stock allocation policy and allegedly “forced” it onto some of its members, in a move described as “warehouse clearing” by one retailer. The design of Coca-Cola Energy Cherry re�lects the wider range but comes in pink cans. All varieties come with branded shipper trays and PoS. The Coca-Cola Energy range will be supported by a multimillion-pound marketing campaign kicking off in April.

Absolut’s �lavoured range holds the number-one spot for �lavoured vodka in the shops, with Absolut Raspberri ranking as the numberone line.

ASAHI Super Dry’s new ‘Karakuchi Nights’ campaign will be launched across select stores in Manchester, Glasgow, Birmingham, London, Nottingham, Edinburgh, Bristol and Dublin, comprising of pop-ups and sampling opportunities.

Captain Morgan Tiki available to Nisa DIAGEO is aiming to cash in on the growth of �lavoured spirits with the launch of Captain Morgan Tiki, available to Nisa retailers. Tiki is a mango & pineapple�lavoured rum, which has an ABV of 25%, lower than its white rum and spiced rum ABV of 37.5%.

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Nisa retailers can buy Captain Morgan Tiki, which has an RRP of £16.50, in cases of six. They can make a pro�it on return of 20.3% when sold at RRP. The launch will be backed by a £1.5m campaign and the supplier advises consumers to drink Tiki with lemonade.

Alongside this, the supplier is premiering a new TV campaign, ‘Discovery is calling’, that will roll out across video on demand, digital and social media platforms, and is expected to reach over 70% of the brand’s target consumers.

Weetabix heads to Isle of Wight festival WEETABIX On the Go has become an of�icial sponsor of this year’s Isle of Wight Festival, which was still due to go ahead when Retail Express went to press. An on-pack campaign will run until June, offering consumers the chance to win one of 12 pairs of tickets for the festival. The promotion is part of a

£2m marketing campaign for Weetabix On the Go, which also includes an online video highlighting the festival giveaway, PoS and an of�ice sampling campaign.

Accolade Wines to become top 10 global brand ACCOLADE Wines is investing £5m globally behind its Hardys range, in its efforts to become a ‘top 10 global brand by 2025’. This, said the supplier, will be executed through a new packaging design across its good, better and best range, highlighted by a uni�ied look, including a ‘100% money back guarantee’ stamp that will be available in September and

October. Its ‘Icon’ range will remain the same for now. Ade McKeon, regional managing director for Europe at Accolade Wines, said Hardys has been the number-one brand in the UK for 10 years, generating £115m more value in the category than the number-two competitor brand. He added its VR variety is the bestseller in the convenience store channel.

ADVICE

LOOKING TO THE FUTURE BECOME A DESTINATION Maintain a broad tobacco range Retailers should offer a broad range of products from leading brands across all the different tobacco segments, as well as stocking a strong selection of accessories such as lighters and other recent innovations like Rizla Flavour Infusions and Polar Blast crushball tips. Cater to dual users Adult smokers are increasingly shifting their purchasing habits between segments and expanding the range of nicotine products they buy. This has led to a rise in the number of dual users buying both tobacco and vaping products, as well as emerging segments such as nicotine pouches. Understand your products Probably the most important thing of all is education. It is absolutely crucial that retailers and their staff understand the products they are selling so they can offer informed advice to their customers and help them find the right product.

24 MARCH-6 APRIL 2020 betterRetailing.com

In partnership with

Imperial Tobacco’s DUNCAN CUNNINGHAM reveals what retailers can expect after the menthol ban and how they can get ahead

RETAILER

VIEW

Sid Sidhu, St John’s Budgens, Kenilworth, Warwickshire “I THINK some customers are still unaware of the menthol ban and what it means for them. The menthol ban is different to track and trace because it affects everyone, and it’s up to retailers to work with suppliers on informing their shoppers about the ban. “We are currently – and will continue – to run workshops where shoppers can try vaping products prior to purchase. It helps show customers how vaping works and gives us the opportunity to highlight the cost benefits of switching, too. “For our elderly customers who have been using menthol cigarettes for years, vaping is a completely alien subject, so it’s important we break down the barriers and encourage them to try new products. “In the run-up to the ban and post-menthol ban, I think vaping will not only replace lost sales and revenue of menthol cigarettes, but will exceed tobacco sales.”

WIN £100-worth of stock

RETAIL Express is partnering with Imperial Tobacco to offer five lucky retailers the chance to win £100-worth of stock. Each winner will receive a selection of top-selling nicotine products to help them drive sales and cater for ex-menthol and crushball shoppers. These are perfect for shoppers looking to switch to vaping, or stick with their flavour preference and stay in tobacco. The prize draw is open to UK tobacco and e-vapour traders aged 18 or over. To be in with a chance to win, go to betterRetailing.com/competitions

For more menthol ban advice, and the latest vaping and tobacco launches, go to betterRetailing.com/category/tobacco

Skittles Giants now available MARS Wrigley is adding a new twist on its Skittles range with Skittles Giants, which are three times the size of the standard sweet. The supplier says research shows that people who buy fruity sweets expect variety in �lavours and textures, so it hopes to appeal to a broader range of shoppers and grow the category. It is available in a single 45g pack (49p), £1 price-marked

treat bag (125g) and 141g value pouch (£1). Victoria Gell, portfolio director at Mars Wrigley, said: “We’re thrilled to announce the launch of new Skittles Giants, a product that we feel satis�ies shoppers’ desire for variety, while delivering innovation.” The launch will be backed by a full range of instore and digital media, alongside PoS.

Franklin & Sons launches pineapple and mandarin mixers FRANKLIN & Sons has unveiled two new mixers to tap into the growth in dark spirits. Joining the range are Pineapple Mixer with Almond, and Mandarin Mixer with Ginger. To coincide with the launch, Franklin & Sons has redesigned its whole mixer range, with a refresh to the colour of the labels, complemented by copper foiling and crowns. Rosie Crossman, senior brand manager at Franklin & Sons, said: “We are com-

mitted to encouraging consumers to explore �lavour in new ways – having fun and experimenting. “The new low-sugar �lavours can be mixed with an array of spirits, made for those who want something fresh and subtle.”

Seabrook Crisps partners with Alton Towers Resort SEABROOK Crisps is set to continue as the category exclusive partner with Alton Towers Resort in 2020 for the third year running. The partnership has been successful for the supplier over the past two years, driving brand engagement and reaching a broader audience than ever before. Seabrook Crisps is worth £32m and is growing ahead of the crisps category

For more information visit:

1 Nielsen Scantrack Independents & Symbols data MAT to 8.2.20 – based on Value Sales 2 Nielsen Scantrack Total Coverage data MAT to 15.2.20 (based on Walkers being the biggest selling crisp brand in both unit and value sales)

at 4.2% year on year. The on-pack promotion, launching at the end of this month, runs through to September, and will offer shoppers twofor-one entry at the theme park worth up to £58 per pack. The deal is set to run across the core �lavours of Crinkle Cut Multipacks, 80g price-marked packs and 31.8g single bags.

Cadbury showcases new Easter TV and outdoor campaign MONDELEZ International’s new Easter campaign for Cadbury, ‘Show you care, hide it’, will focus on encouraging shoppers to hide eggs this year rather than just handing them over. The TV advert, supported by outdoor advertising in locations near stores, tells the story of a grandfather hiding purple eggs around his �lat. Declan Duggan, senior brand manager at Mondelez, said: “A Cadbury Easter Egg is all it takes to connect with your loved ones and show you care.”

24 MARCH-6 APRIL 2020 betterRetailing.com

Bahlsen gets a little bit fancy again BAHLSEN is bringing back its ‘A little bit fancy’ campaign, with the advert returning to primetime TV until 3 May. Centred around the supplier’s Choco Leibniz brand, the advert focuses on

how the brand can bring a little bit of indulgence to ordinary situations. The £2m campaign runs for 10 weeks, and the advert is set to reach 75% of Choco Leibniz’s target consumers.

Young’s Seafood gets a touch lighter YOUNG’S Seafood’s new Chip Shop Lighter range contains 45% less saturated fat, designed to drive growth in the category by offering a lighter option. After reformulating its signature recipe, sales went up 14% in 2019, making it the frozen category’s bestperforming battered �ish brand. Jason Manley, marketing director at Young’s Seafood, said: “Saturated fat can be a category barrier, so we’ve created an alter-

native to the core Chip Shop range. This launch is part of a wider investment to reach new consumers for Young’s, following on from our ‘Masters of Fish’ campaign.”

Jemma Healy Category controller, Lucozade Ribena Suntory

Start your own sustainability journey

Vegan Mayo gets a squeezy makeover

Heineken marks 10th year of Star Retailer

UNILEVER is adding a squeezy format to its Hellmann’s Vegan Mayo range, with an RRP of £2.99 per bottle. In comparison, the jar format, which was launched in 2018, has an RRP of £2.15. The supplier said that appetite for vegan and vegetarian food is at an “all-time high”, with the number of people following a vegan diet rising by 62% in 2019. Hazel Detsiny, managing director and vice president for foods and tea at Unilever UK and Ireland, said: “With summer just around the corner, and barbecue season almost upon us, we’re con�ident that our new squeezy format will prove popular.”

HEINEKEN has come into its 10th year of Star Retailer, its category advice scheme for independent convenience retailers, which has helped the average store achieve category growth of 12%. Since 2011, the scheme has reinvested £10m into the convenience channel, with over 40% of UK symbols and

independent stores having participated in the scheme. Since then, the Star Retailer scheme has helped more than 18,000 stores improve their range and experience a sales increase. This year, retailers will be provided with greater category information via the Star Retailer website.

Président is back with New Kellogg’s bars a new 2020 campaign available from Nisa LACTALIS UK & Ireland is backing its Président brand with a £2.5m investment this year. As part of the campaign, Président will continue its sponsorship of Channel 4 cooking show Come Dine With Me for the third consecutive year. The sponsorship, which will run in September, and again from November to December,

is part of a wider marketing campaign aimed at raising awareness for the brand among its key target audience of women. As part of the Come Dine With Me sponsorship, a 15-second Président advert will play at the start of each episode. It will promote the Président cheese and butter range.

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NISA retailers can now stock single formats of WK Kellogg Apple & Pumpkin Seed bars, with an RRP of £1 each. Available from Nisa with a promotional wholesale price of £8.43 per case, it promises retailers a pro�it on return of

43.8% when sold at RRP until 11 April. Each case contains 18 bars (45g). WK Kellogg Apple & Pumpkin Seed bars are made with raw fruits, nuts and oats, and are combined with apples and pumpkin seeds.

IT can be difficult to know where to start with sustainability. This is why we’re teaming up with The Energy Saving Trust to make changes in Amit Patel’s 900sq ft store in Sandiacre, Derbyshire, to show how you can start your own journey towards becoming more sustainable. As store owners, you know you need to keep moving forward to grow your sales. Our work in Amit’s store reflects the Suntory vision of Growing for Good: by doing good things for society and the environment, we will help make a better, brighter future for all. What are your energy drains? You can start your own process simply. Walk your store from door-to-door and look from floor to ceiling. What are your big energy drains, and what can you improve? Look at your windows and doors – do you have double glazing; do they let heat out? When was your lighting last improved? Lighting isn’t just great for making your store look better – newer LEDs can reduce energy bills instantly. Could you add occupancy sensors or daylight sensors to reduce use? Reduce your chiller energy use Are your chillers and freezers the newest available? You’d be surprised at how much energy older models use. If you can’t replace them, think about how to moderate energy loss. Can you add night blinds to keep energy in? Not only will Amit’s customers appreciate the in-store changes and shopping environment, his overheads will decrease. That’s good for business. A year of sustainability Changes like these are only the tip of the iceberg. We’re working with Amit over the next 12 months to provide real examples and show all stores how simple, affordable changes can be good for business. That truly is #GoodForBusiness #GrowingForGood. Look out for our regular columns in Retail Express and follow our updates on Twitter at @LRSuntory. Hopefully they will inspire you to walk your own store and start your own sustainability journey.

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Havana Club teams up with Skepta CHRIS DILLON

Mark Yexley Communications director, JTI UK

The menthol tobacco ban: your questions answered As the menthol ban draws closer, it’s time to make sure you’re prepared. JTI’s communications director, Mark Yexley, explains what help is at hand, and answers the three big questions that should be on every retailer’s mind. Will all manufacturers take back menthol products once they are banned? I can’t speak for other manufacturers, but I can confirm that JTI will be exchanging menthol and capsule stock held by every retailer who our sales reps visit as part of our standard 12-week call cycle. Any retailers who do not receive regular visits from a JTI sales rep can get in touch with the JTI customer care line on 0800 163 503 to arrange a visit from one of the team. Retailers need to ensure they keep their JTI menthol and capsule brands that need swapping separate from other stock in readiness for the visit. For now, it’s very much business as usual and our advice to retailers is to continue to rotate stock, maintaining full range and availability. What should I do with the extra space on my gantry once menthol and capsule packs are removed? We expect most adult smokers will remain within the cigarette category and will also remain brand loyal. Therefore, we’ve worked to evolve our portfolio to cater to these needs with a raft of pack innovations, distinctive new blends and unique taste alternatives. Retailers can expect to see launches for Sterling Dual, Benson & Hedges Blue Dual, Sovereign Dual and Benson & Hedges Dual over the coming weeks. Berkeley Superkings Green and Mayfair Green will also undergo blend transitions. How can I increase awareness of the ban to my customers? The most important thing is to be knowledgeable about what products will be affected by the ban in order to inform customers and answer any questions with confidence. The JTI Menthol Ban microsite is not only a great resource for questions and queries that retailers might have, but customers can also find a wealth of information about the upcoming changes and what will happen come 20 May. FOR MORE INFORMATION, RETAILERS CAN DIRECT THEIR CUSTOMERS TO OUR MICROSITE: JTIADVANCE.CO.UK/ MENTHOLBAN2020

PERNOD Ricard has announced that UK hip hop and grime artist Skepta is teaming up with Havana Club for an exclusive convenience campaign. The partnership includes a digital video that will show Skepta visiting a shop in Havana, Cuba, before returning to a store in his hometown, Tottenham, north London. Convenience retailers will bene�it from the campaign with a limited-edition bottle, which has been designed in partnership with Skepta, and will be available one month ahead of its rollout in grocery multiples.

Raja Banerji, Pernod Ricard marketing director, said the activity would drive credibility with Havana Club’s target customer base. “Rum is the second-fastest growing spirits category behind gin, and Havana Club is experiencing double-digit value growth across the offtrade,” he added. “With 3.7 million monthly listeners on Spotify, we are delighted to be working with Skepta to recruit younger consumers into the category. In urban areas like Tottenham, where Skepta grew up, convenience stores are the cornerstone of the community, a hub for social

7up follows cherryflavoured trend

gatherings and the beating heart of the area.” Find out more about this exclusive campaign on p24

the stat

12%

The growth of Havana Club in stores

Birds Eye refreshes Steamfresh range “Our Steamfresh range had a strong 2019 in terms of performance, and is continuing to perform well and drive category growth into 2020. “Last year, we launched the ‘Eat in full colour’ campaign, which was our biggest frozen vegetable campaign to date, and we underlined our commitment to not only grow the category, but to also double the consumption of vegetables in the UK.”

BRITVIC is boosting its 7up sugar-free range with the launch of a cherry �lavour. As cherry is one of the biggest �lavours in the carbonated soft drinks category, worth £173m and growing at 4.4%, the �lavour offers a lemon & lime �lavour with a twist of cherry. Phil Sanders, out-of-home commercial director at Britvic, said: “The launch will be backed with investment across digital, outdoor, media partnerships and a new 7up free TV advert from June 2020.” Regarding formats, the new drink comes in a 600ml bottle with an RRP of £1.45, and multiple can formats of 6x330ml with an RRP of £3.49 and 8x330ml with an RRP of £4.49.

BIRDS Eye is aiming to drive penetration for the steamed vegetable category by making over its Steamfresh range. The new look aims to attract more shoppers to the range, and comes at a time when the Steamfresh range is worth £29.5m, driving the category with a growth of 23%. Sara Lopez, brand manager for waf�les and Steamfresh at Birds Eye, said:

Millionaires Waffles now available

Carb Killa launches choc caramel flavour

ST Pierre is extending its impulse range with an individually wrapped Millionaires Waf�le. Jeremy Gilboy, founder of St Pierre Groupe, said: “Millionaires Waf�le adds a new dimension to the St Pierre onthe-go range, which we have

seen grow signi�icantly since its launch in 2018.” The Millionaires Waf�le joins the St Pierre range, which includes pains au chocolat for breakfast, and vanilla brioche swirls and chocolate chip brioche rolls for lunch.

AVAILABLE to Londis and Budgens retailers, Grenade is adding a Chocolate Chip Salted Caramel �lavour to its range. It contains 20g of whey protein, 1.4g of sugar, 226 calories, and comes with an RRP of £2.49. Alan Barratt, chief executive of�icer and co-founder

of Grenade, said: “Containing low-impact carbs to ensure blood sugar levels stay balanced and cravings are kept at bay, the Grenade Carb Killa Chocolate Chip Salted Caramel bar is best consumed as part of a calorie-controlled or low-carbohydrate/low-sugar diet.”

COMING UP IN THE APRIL ISSUE OF VAPE RETAILER…

NEXT ISSU E 1 APRIL How retailer Paul Lodge increased his vape sales by 150%: the trends he followed, his menthol ban strategy and tips for proﬁt growth

• Exclusive convenience sales data for closed vape systems: challenger brands and bestsellers

• Your menthol ban guide: how to turn the legislation into an opportunity

Order a copy from your magazine wholesaler today or call Kate Daw on 020 3871 6490 To advertise in Vape Retailer, contact Matthew Oliver on 020 7689 3367

DON’T MISS THE 3 APRIL ISSUE OF RN

OPINION LEADING INDUSTRY OPINION ON THIS FORTNIGHT’S HOT TOPICS

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

ALCOHOL: How will prices change after tax loophole removal? “SUPPLIERS have presented their plans to us. Any changes to prices will be passed onto our retailers, who will in turn have to amend their retail shelf prices. Brands affected include Silver Bay, Straw Hat, Old Westminster Cream, WKD and VK.” Matt Norbury, licensed trading manager, Parfetts

“SOME suppliers are stockpiling products to minimise any impact on wholesalers and retailers. We’re telling retailers how the changes will impact them. Accolade Wines has kept us updated. It’s a big unknown, and range charges are likely. Some categories might be topped because of customers trading up.” Andy Morrison, trading director, DeeBee Wholesale

Some suppliers are stockpiling to minimise any impact Turn your store into a destination for top-up shoppers HORIZON: Is the Post Office secretly compensating affected retailers?

PLUS Develop your oral and dental care range for the future THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LEA DING TITLE

FOR NE WS

Sweet responsibility

AND CO NVEN IENCE RETAILE RS

How this new store is selling treats while thinking of health needs RETAIL NEWS THAT MATTERS

STORE PROFILE Page 17

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Why your alcohol prices are going up

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New website gets seal of approval from retailers who boost eco-friendly ranges Page 6 »

Busin ess rat es ● Sta ffing ● Tax ●

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Onward for sticker sales

WHOLE

Paninii predicts high demand for stickers based on latest Disney Pixar film Page 27 »

ICE CREAM & FROZEN

Book Nice and icy deliv er sales from restruerythe freezer cture SALE

Vol 131 No 11 £2.50 Retailers and suppliers Store FOR TRADE USE ONLY s 1 UK-reveal the big ice wide react1 to

time changes and termcream and frozen orders to their trends Page 20 » Page

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compensavers discr tion for eet 16:40affec ted store scand by the Horiz s al Page on 4

A scheme will be announced with the aim of addressing shortfalls

Mark Baker, branch secretary, Communication Workers Union

“WE don’t comment on individual cases, but we’re continuing to directly address past events for postmasters affected. A scheme will be announced in the near future with the aim of addressing historic shortfalls for current and former postmasters who were not part of the Group Litigation.” Spokesperson for the Post Of�ice

FIRM SALE

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Fin dget 2020 gove d out ho : £ will brnment’s cw the enefit h Find out how government plans to close your anges tax loophole will affect your store shop Page 3

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“THE Post Of�ice is paying out substantial sums to those postmasters that suffered because of its Horizon computer system but were not included in last year’s group litigation settlement. We have two subpostmasters who, between then, have received approximately £300,000.”

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between ce in this old and new staple convenience Page 24

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The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 3871 6490 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

CRIME: What should the government do to tackle shop violence? “MORE than 400 retail workers are subjected to violence or abuse every day. The government must help put an end to retail crime. This means a stronger police response to incidents, and legislation to introduce tougher sentences for those who assault retail workers.”

“THE shop �loor can be tough for many shopworkers. It is time for the government to provide proper penalties for those who assault workers; a simple law that is widely recognised and understood by the public, police, CPS, the judiciary and, most importantly, criminals.”

Helen Dickinson, chief executive, British Retail Consortium

Paddy Lillis, general secretary, Usdaw

Life on the shop floor can be tough for many shopworkers

CASH: Why does access to this payment method need protecting?

There is a danger of cash deserts emerging

“WHILE more transactions are taking place that are cashless, the need for cash continues. Rural areas with less digital connectivity, older people and small businesses need reliable access to cash. Our chancellor needs to ensure equality of opportunity for access to cash.” Peter Gibson, MP Darlington

“CASH machines have been disappearing at an alarming rate, despite lots of people still preferring cash. Many small businesses have yet to move to digital payments because internet coverage is so weak in rural areas. There is a danger of cash deserts emerging.” Stephen Crabb, MP for Preseli Pembrokeshire

LETTERS

24 MARCH-6 APRIL 2020 betterRetailing.com

Harj Mickleton Village Stores, Dhasee Gloucestershire

Letters may be edited

This is an opportunity to to help our communities

‘Menzies returns issues have left me in tears’ SINCE November, I’ve experienced repeated issues with Menzies including failure to pick up returns, and I don’t know what to do next. I had one run where my returns were not collected for two weeks. Though this meant I was not being credited for unsold copies, I still had to pay direct debits during this period, having a very stressful impact on my busi-

ness. I received promises that I would receive a call back, but this never happened. In the end, the only thing that worked was refusing to hang up and repeatedly asking to speak to a manager, and ringing again and again. I was told there had been a re-routing of deliveries, but this does not explain why basic issues continue to occur. My newspapers are left out-

side instead of in the secure location, and I had another four days without returns being collected. This has left me in tears. Instead of running my business, I’m stuck sorting out Menzies. In the same way I am accountable to my customers for mistakes I make, I would like Menzies to explain why returns are not being picked up, how tote boxes can disap-

pear and what guarantees Menzies can provide that action is being taken to resolve these issues. Mrs Kaur, Premier Express Cleggs Convenience Store, Bingley, West Yorkshire A spokesperson for Menzies responded: “We are in contact with Mrs Kaur to investigate and resolve any issues.” Tweet us to get featured!

TWEETS OF

THE WEEK

@retailexpress

WIN £50-worth of Yazoo Choc-Hazelicious

Don’t panic, plenty of the essential stuff in independent stores @NFRN_Online @Drivenmiles @morazzaq @AleemFarooqi2 @abdul_qadar

RETAIL Express has teamed up with FrieslandCampina UK to give away £250-worth of the new Yazoo Limited Edition Choc-Hazelicious, split between five lucky retailers. The brand launched its tastiest flavour last month and it promises to give retailers the opportunity to see a boost in summer soft drinks sales.

To all retailers – another big well done for today. Supporting & serving the communities despite the challenges you face. Truly brilliant and I know my family included, we’re thankful for your commitment and support. #ShopLocal #IndieHour #coronavirus #NFRN @gregdeacon

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.

We’re giving local schools, nursing homes, doctors’ surgeries, community groups, places of worship and food banks FREE HAND SANITISER at the time they need it most! #CommunityRetailing @AmritPahal

THE outbreak of the coronavirus should not be an opportunity for independent retailers to make more money, but instead they should see it as one for them to really help and provide a vital service to their local communities. We’ve been offering home delivery to customers who are vulnerable Each issue, one of seven top and elderly. These retailers shares advice to are some of the make your store magnificent ones who are at the highest risk of being affected by the virus, and have been advised to stay at home. Within the area, there’s a community network of volunteers who have offered to help us with these home deliveries, so it’s not having a major impact to our existing staffing levels. There are about 50 of these volunteers who are really helping us with deliveries and they’re all based in the local community. I’ve also increased the health and hygiene training in my store to ensure we decrease any risk of staff and customers contracting coronavirus. My staff have been instructed to clean their hands every single hour using the sink or hand sanitiser. This is really important. All the surfaces are being cleaned every hour. Any basket used by a customer is immediately cleaned with antibacterial spray. Anything that gets touched is cleaned regularly. We’re also speaking with any staff who might have to be quarantined. We’re looking at the logistics behind this and what kind of pay or compensation we offer staff who are affected. As expected, we’ve also seen a shortage in products like hand sanitiser and toilet paper from wholesalers across the industry. Nisa have been really good in notifying us about stock levels and what has been happening with deliveries. We’ve been getting these supplies where we can. It’s about shopping around and going to wholesalers you might not otherwise go to normally.

Get in touch

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

GET READY FOR 20TH MAY The new alternative for menthol cigarette smokers

IQOS MENTHOL KIT CONTAINS IQOS 2.4 Plus device, HEETS Turquoise and Blue packs.

This product is addictive and is not risk-free. Not for sale to persons under the age of 18.

PHI0641_Menthol March Ban Ad_RE-DPS_AW1.indd 2

Menthol HEETS have already proven to be a great alternative for smokers looking to switch. The new IQOS menthol kit is everything you need in one pack – an IQOS and two menthol HEETS flavours. It’s a must stock.

Maria Sharma, Lexies, Bristol

I’m confident the introduction of the IQOS menthol kit will help protect my sales.

Shahid Hussain, United Supermarkets, Bristol

The new alternative for your menthol smokers. The menthol ban affects menthol cigarettes* – IQOS and menthol HEETS will still be available for sale. *Excludes specialist tobacco products such as Cigars and Cigarillos.

Menthol cigarettes will be banned after May 20th. Become an IQOS stockist. To find out more about selling IQOS menthol kits and for SCAN ME

information on our buy-back scheme register now at

menthol-ban-retail.co.uk or scan the QR code.

NOT A VAPE OR A CIGARETTE

This material is restricted to those who are involved in the business of the sale or distribution of tobacco who are aged 18 years or over. This material should not be made available to the public or sent to anyone else. IQOS is not risk free and is for adult use only.

12/03/2020 10:38

ADVERTORIAL MEET THE RETAILERS

24 MARCH-6 APRIL 2020 betterRetailing.com

In partnership with

PREPARING FOR THE MENTHOL BAN With just two months until the menthol cigarette ban comes into force, retailers are thinking carefully about how they can retain their menthol customers beyond 20 May. RETAIL EXPRESS finds out more

GETTING READY FOR CHANGE WHILE some retailers may wait for customers to request alternative products post-ban, many have taken immediate action to safeguard their business. By learning more about the alternatives available and stocking a range of products, these retailers have placed themselves in the best possible position to compete with online and highstreet specialists. At Philip Morris Limited, we are helping retailers learn more about Iqos – a heated tobacco alternative unaffected by the ban.

RETAILER

VIEW

Relatively new to the UK market, 80% of smokers who try Iqos for seven days switch completely from cigarettes1. For the first time, retailers have the opportunity to sell an Iqos Menthol Heated Tobacco kit to customers by signing up to our dedicated retailer hub – menthol-ban-retail.co.uk. A small number of retailers have already had the opportunity to sell Iqos to their customers – and the results are overwhelmingly positive and proving to be a boost to their business. Here, we talk to three retailers who have grown their sales.

RETAILER

VIEW

RETAILER

VIEW

Shahid Hussain, United Supermarket, Bristol

Maria Sharma, Lexie’s News, Bristol

Imran Khan, Clifton Off Licence, Bristol

“I’M confident that selling Iqos will help protect my sales once the ban starts. “Stocking Iqos has definitely brought new customers into the store, particularly people looking to move away from smoking cigarettes. Now word has got out that I stock Iqos and the heated tobacco sticks (Heets), which are used in the device, I see new faces in my store all the time looking to buy the products. “I’m pleased Philip Morris has introduced the Menthol Heated Tobacco kit. The ban is a concern, but the kit means I can offer my menthol cigarette customers the closest alternative. I’m confident it’ll help protect my sales.”

“I’VE seen a steady increase in sales since I started to stock Iqos. “When we first heard about heated tobacco we went online to do research and the first site that popped up was Iqos. We were keen to give it a try. “I had to work to get my customers interested at first, but once they understood its benefits, more of them switched to Iqos from cigarettes. “Because we are an Iqos reseller, people who are actively seeking out where they can get their hands on the device come across our store. This means that we are gaining new customers all the time, too.”

“SELLING Iqos and Heets has been great for my business as more people look to switch to heated tobacco. “I’d recommend other retailers stock Iqos, especially as it’s the closest alternative. The liquid used in vapes just isn’t the same and a lot of people don’t like the flavours. “Stocking Iqos has helped me feel prepared for the menthol cigarette ban as I’m able to offer my customers the closest alternative to menthol cigarettes. “I’ve had super-positive feedback so far. Now I can offer the Menthol Heated Tobacco kit, too, which is going to add even more value to my business.”

1 Philip Morris Limited consumer insights data. Based on regular SMS conversion checks (opted-in consumers) during the period 10/11/2018 - 06/06/2019. https://uk.Iqos.com/ This material is restricted to those who are involved in the business of the sale or distribution of tobacco who are aged 18 years or over. This material should not be made available to the public or sent to anyone else. Iqos is not risk free and is for adult use only.

FORECOURT FOCUS

Finding car care opportunities, p19

Government launches lowcarbon fuel consultation DARYL WORTHINGTON THE government has launched a consultation on the introduction of E10 ethanol blended petrol at �illing stations around the UK. E10 is a lower-carbon fuel with an up to 10% ethanol blend. It’s considered a greener, lower-carbon emission fuel. At present, unleaded petrol contains up to 5% bioethanol, a grade known as E5. The consultation is proposing introducing E10 petrol as the 95 octane ‘premium grade’, while ensuring the ongoing availability of E5 petrol in the higher octane ‘super’ grade only. It also proposes amending the mandatory labelling of E10 petrol. In addition, the consultation is launching a call for evidence on future

transport biofuels policy. Commenting on the consultation’s launch, UK Petroleum Industry Association director-general Stephen Marcos Jones said: “Introducing E10 into the UK has been under discussion for a long time, and it is a welcome development that the government are now consulting with industry on how best to implement this evolution to the fuel landscape. “Low-carbon liquid fuels, including E10 and advanced biofuels, are critical in our efforts to reduce carbon emissions from road transport in a way that can be introduced relatively easily to the forecourt.” Marcos Jones also stressed that caution was needed around the introduction of any new E10 legislation. “It is imperative that these changes are introduced

First electric forecourt to open this summer A NETWORK of more than 100 electric forecourts across the UK will help electric vehicle charging become mainstream, according to Gridserve. The sustainable energy company announced in March that construction on the �irst of its nationwide network of forecourts had begun in Braintree in Essex. The electric forecourt can charge 24 electric vehicles at once with superchargers that can deliver up to 350kW of charging power, which will enable people to charge vehi-

cles within 20-30 minutes. “We’ve designed our Electric Forecourts entirely around the needs of electric vehicle drivers, updating the petrol station model for a net-zero carbon future,” said Toddington Harper, CEO and founder of Gridserve. “Many more people want to buy electric vehicles but are worried about how to charge them. We will help solve that challenge and deliver the con�idence needed to make the switch to electric transport.”

carefully in a way that does not create unintended consequences for retailers and consumers,” he explained. “In particular, the government must ensure that the introduction of E10 infrastructure at �illing stations remains a commercial matter for site operators, and that suitable provision is made for remote and rural communities, in order to ensure that consumer supply and resilience is maintained.” Grant Pearson, commercial director of British bioethanol producer Ensus, also welcomed the new consultation. “The availability of E10 in 2021 will instantly make petrol a lot cleaner, providing signi�icant carbon reduction bene�its to our environment on the long road to net-zero emissions by 2050.

“It is vitally important to protecting and potentially growing jobs in the industry, including many in the supply chain, and will bring tangible bene�its to UK farmers and environmentally conscious motorists,” he said. According to the government, E10 has the potential to deliver CO2 emissions cuts equivalent to taking around 350,000 cars off the road. “This small switch to petrol containing bioethanol at 10% will help drivers across the country reduce the environmental impact of every journey,” said transport secretary Grant Shapps. The consultation period began on 4 March and will run until 19 April. It’s t’s possible to submit digitally or through the post.

Largest KFC franchise in UK and Ireland sold PETROL forecourt and convenience retail operator EG Group has completed the acquisition of the UK and Ireland’s largest KFC franchise from Herbert Group. It includes 146 KFC restaurants and a Pizza Hut store, according to an EG Group statement announcing the deal. Founded in 2001, Blackburn-headquartered EG Group manages and oversees 1,500 food and drink to go sites globally. “The Herbert Group portfolio is a great strategic ad-

dition and complements our expanding operations in the UK and furthermore, now allows us entry into the Irish market,” said Zuber Issa, founder and co-CEO of EG Group. “We’re pleased that EG Group have acquired these restaurants – it shows con�idence in investing in KFC and comes at an exciting time for our brand, off the back of unprecedented sales growth in 2020 so far,” said Paul McKenzie, general manager at KFC UK and Ireland.

Calls for government to reform ATM fees THE Petrol Retailers Association (PRA) has called on the government to reform ATM fees. Representing independent fuel retailers, the PRA has sent the Chancellor, Rishi Sunak, and Lord Tyrie, chairman of the Competition and Markets Authority, the case for government intervention in the reform of unfair changes to ATM usage fees. According to a PRA statement, several members have been told by their ATM providers, sometimes with-

Have you made any big changes in your forecourt that have grown your sales and profits? Let us know on 020 7689 3390 or editorial@newtrade.co.uk

out prior notice, that their ATM has become ‘pay to use’. In the same statement, PRA writes that big businesses such as supermarkets and large group petrol stations are more likely to have free-to-use ATMs, due to more favourable contract terms, meaning smaller businesses will bear the brunt of the changes. There are currently 3,750 ATMs at petrol stations, with 67% free to use. “There should not be one rule for big businesses and another for smaller operators,” said PRAchairman Brian Madderson.

RETAILER ADVICE FROM THE FORECOURT

Always changing, always moving DARYL WORTHINGTON “MY father got his first petrol station the year I was born,” says North Yorkshire retailer John Stevenson, from Stevenson Forecourts Northallerton. “I’ve grown up around them, and I’ve seen them evolve. You used to be lucky if you got people to buy a Mars Bar when they were filling their car, now we have people buying a trolley full of shopping,” he adds. Opened in 2018, the Northallerton store is the third taken on by the Stevenson family business.

“I’d say across our three forecourts it’s between 60-70% just grocery customers, with the rest coming for fuel,” John reveals. “We’re always looking to diversify what we’re offering in both the forecourt side and in the retail side. My view is that every item in this store has got to earn its rent. “At the Northallerton site, we have Adblue on pump, and we also have a feature on our dispensers that speeds up the rate fuel is pumped. On top of that we’ve added Grip Hero glove dispensers, making it easier to pull out just one pair.”

The forecourt has an extensive grocery and chilled section, as well as a Subway with seating area, and a dedicated grab-andgo section that has a Costa Coffee machine. Working with local suppliers is a big priority for the shop, as long as it’s beneficial to both parties. “Our sandwiches in the graband-go section come from a local company called Really Tasty sandwiches,” explains John. “We work with as many local suppliers as we can as it’s a good point of difference with the multiples, and it also helps with carbon footprint.”

Shopping missions

Environmentally conscious

Different needs

As part of the store’s switch to focusing more on convenience shoppers, John has thought carefully about the customer journey through the shop. “We put the things people expect to see in a forecourt, like crisps, at the back, and the things they don’t expect to see, like fresh fruit and vegetables, at the front, so they can’t miss them,” he explains. This is an approach John started around 10 years ago in the original forecourt as they began switching their focus to the convenience market, and they’ve replicated it in the others. “We want customers to know we’re serious grocers,” he explains. “It’s little things, for example we put shopping trolleys at the front of all the stores. It was originally just to show customers they can do their grocery shopping, I didn’t expect people to use them, but we’ve found that they do. We also put baskets by the entrance.”

“Because we’re selling a fossil fuel, it’s important to us to reduce the carbon footprint of the shop,” explains John. “The roof’s covered in solar panels, we’ve got state-of-the-art refrigeration units, and the whole store is run off one Daikin conveni pack (pictured). We have foil-backed, automatic blinds that come down when it’s sunny and reflect heat, reducing the burden on our air con. We also use LED lighting, which we think looks better and is more efficient. “These are small things, but they all add up. We’ve got a really good EPC rating.” These energy-saving modifications deliver multiple benefits. “In comparison to our other sites, Northallerton’s electricity costs are significantly cheaper, even with the ovens on for most of the day in the Subway. It really makes a difference,” he explains. “But it’s not just about that, I’ve got young kids and it’s about making the right decisions for their future.”

The store’s food-to-go offering has to meet various customer needs, especially as it’s next to a train station. This has been incorporated into the design of the shop. “Time affects people’s decisions,” explains John. “Some people will be rushing and want to grab and go, others will want to take their time and sit down and eat in the store.” “We’ve got a checkerboard floor, which highlights the graband-go area – so the drinks, the Costa Coffee machine, flapjacks and locally made sandwiches – for people who are in a rush. Because we’re near the train station there’s a lot of people doing grab and go who want to be in and out quickly,” John continues. “So, we wanted that area to be clear and obvious to customers. “We also have a Subway concession. Customers can come in here, see the sandwich made in front of them and eat it the seating area. It’s important to offer both options, and both sell well.”

ADVICE CAR CARE

24 MARCH-6 APRIL 2020 betterRetailing.com

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LOVE YOUR CAR Car care is a category that still offers potential for independents, but you need to get the balance right. DARYL WORTHINGTON finds out how

A CHANGING MARKET WITH more forecourt retailers moving their focus to the convenience side of their businesses, car care is a category many say is in decline. This is being exacerbated by a number of trends in car manufacture and ownership. Motorists seem to need to repair their cars less often, whether that’s because they’re more likely to buy a new car more frequently, or because cars have become more reliable. However, that doesn’t mean it’s a category without potential. As John Stevenson, who owns several forecourts in the north-east of England, notes: “Car care is a category that shoppers expect forecourts to

have, so it’s important to offer at least some options.” For the majority of retailers, the current process seems to be to rationalise their range

WHERE TO MERCHANDISE YOUR CAR CARE to the core products. The car care category is taking up less space, and they want to ensure that every inch is taken up by a product that sells.

“CAR care is probably only 5-6% of our sales,” says Chris Woodruff, from Budgens Darsham Service Station, Suffolk. “That’s why it’s at the back of the store, not directly in front of the customers.” Rachel Hockmeyer, from Hockmeyer Motors in Sleaford, Lincolnshire, and Stevenson stock car care near their household sections. “In terms of how the store is laid out, it doesn’t make sense to put it near the food,” Hockmeyer says. Stevenson doesn’t see car care as a major part of his business, but accepts it is something customers expect to see. He doesn’t stock it prominently, reasoning that

it’s a category customers will search for when they need it. Other retailers, such as Goran Raven from Raven’s Budgens in Abridge, Essex,

keep certain car care products, such as anti-freeze, near the entrance, on the basis it is something shoppers might be tempted to pick up on impulse.

RETAILER

VIEW

Rachael Hockmeyer, Hockmeyer Motors, Sleaford, Lincolnshire

must stocks

Screen wash Anti-freeze Light bulbs Motor oil Petrol cans

“CAR care remains really important in our store. When we came into the business 21 years ago, it was 50% car accessories, and we’ve tried to keep that tradition. We’re in a reasonably rural area, about 20 miles away from the city. People’s cars tend to do bigger mileages, and that makes having car care more important. When we had our recent refit, we had to explain to our fascia that we wanted to keep our car care range quite large. “We have three metres of wall bays dedicated to car care, and they’re relatively prominent when you walk in the store – customers will be able to see them straight away. “We get our car care products from a specialist wholesaler and Blakemore. We’ve found it has a better profit margin than a lot of categories, however, you still need to price competitively to get the balance between margin and sales volume.”

ADVICE CAR CARE

DIFFERENT CUSTOMER PRIORITIES INTERESTINGLY, it seems that the importance of car care varies depending on the area in which a store is located. Darsham Service Station is located in a small village, on an arterial road leading to the East Anglia coast. Although retailer Chris Woodruff says the category isn’t a major one for him, sales have nevertheless remained static. “We have quite an extensive range, but it’s what customers need and find they can’t get elsewhere. We have a lot of competition from the bigger players, like Halfords. Fortunately, though, in our part of the world you’d need to drive for 40 minutes to get

to one of those places, which is why we’ve kept our range quite extensive,” he says. The message, then, is that

if you’re in a rural area, maintaining a car care range can pay off, but it’s vital to focus on what customers are buying.

SEASONAL CHANGES RACHAEL Hockmeyer has found it’s important to adjust the car care category seasonally. “In winter, we have an extra promotional unit for winter car care products,” she explains. “We put this in a prominent position near the entrance to the store at the start of winter, and close to the regular car care section. It has all the key products, such as anti-freeze, ice scrapers, distilled water and de-icer.” She says that as well as attracting impulse sales in the winter, the winter car care display attracts planned purchases. “A lot of people will come in when the weather is bad

specifically looking for these products,” she explains. Even if car care isn’t a category that’s pivotal to your

business, creating a winter display could still be a great idea for driving extra sales and footfall.

THE PRODUCTS THAT STILL SELL SO, the key question is what products are customers still buying in terms of car care? At Darsham Service Station, the answer is clear. “Screen wash is a massive sellers for us,” says Chris Woodruff. “We’ve found that people will tend to buy a gallon drum, rather than the concentrate. Air fresheners do well, and light bulbs. They’re the three core areas, I’d say.” “Petrol cans are probably the biggest sellers on our car care,” says John Stevenson.

“We’ve seen that not many people are buying car cleaning products any more. People don’t clean their own cars at home as much any more, and those that are tend to use jet washers.” Similarly, Rachael Hockmeyer has found that petrol cans, Adblu, air fresheners and lightbulbs are the best sellers in her store. “We sell much less oil than we used to, though,” she says. “Modern cars don’t need to be refilled as much.”

top tips Four ideas for your store Evaluate your customer needs: Making every metre work for you is important in any range. Monitor EPoS data to find out what your bestsellers are. Focus on those and be ruthless with what doesn’t sell. Where to stock: Think about the best location to put car care. Many retailers opt against prominent positions as they focus on boosting food and drink. Winter is never far away: However important car care is to your store, a seasonal display for winter necessities like anti-freeze could boost sales Balance margin and sales volume: Many car care products offer strong margins. However, with growing competition from the discounters, price as competitively as possible to boost rate of sale.

THE LOGICAL GUIDE TO VAPING

24 MARCH-6 APRIL 2020 betterRetailing.com

In partnership with

RETAILER

PART TWO

VIEW

THE LOGICAL GUIDE TO VAPING

Bay Bashir, Belle Vue Convenience (Go Local Extra), Middlesbrough

RESPONSIBLE RETAILING

“I REGULARLY train my team and set them up with the right tools to feel comfortable and confident asking for ID and applying Challenge 25. Our training consists of carrying out test purchases, a responsible retailing course from an outside company, as well as legislation updates. “Suppliers often provide me with training, and I always make sure I relay this training onto my team. As a retailer, it’s my responsibility to make sure my team are prepared to refuse a sale, especially if you have more than one store. In each of my stores, we have a refusal register that my team fill out every day – and myself or a manager will sign it off. This ensures the team won’t let a sale go through for someone who has been refused. “The safety of my team is my responsibility, and it’s my job to make sure they have the right tools to defuse a situation, challenge their age by asking for ID or refusing a sale. To be a responsible retailer, you just have to do what you can. Look after your staff, invest in their training and they’ll take everything on board and look after your store.”

In part two of a six-part series, RETAIL EXPRESS teams up with JTI to help retailers understand vaping regulations, and how they can make sure they’re being compliant

UNDERSTANDING THE LAW LIKE tobacco, vaping products are subject to age restrictions. Understanding the laws and putting procedures in place can prevent prosecution. The best way retailers can safeguard themselves and their staff is through frequent and comprehensive training and asking ID from any vaping customer who looks younger than 25.

Staff training should be reviewed regularly and cover everything from applying Challenge 25 to using a refusals register. If retailers or their team are unsure about a customer’s age, the best advice is to ask anyway. Acceptable forms of ID are a photographic driving licence, passport, citizenship card and PASS cards.

You can keep your team motivated by making training interactive. For example, use photos representing different ages and ask staff to identify their ages and if they would ask for ID. Training your team with practice test purchases will help ensure that you do not get caught out. Test purchases are often carried out by trading

standards to make sure businesses are following the law. Retailers should also note they can be fined for selling vaping products to an adult when they suspect that products are being passed on to minors. The penalty for retailers or staff can be up to £1,000. Any refused purchases should be recorded in a refusals register.

HOW TO SOURCE COMPLIANT PRODUCTS BEFORE a vape product is launched, it must adhere to strict regulations to be considered compliant. For example, e-liquids must be no more than 10ml in capacity, with the current nicotine strength set at 20% (20mg/ml). Also, clearomisers

and cartridges cannot have a capacity of more than 2ml. Retailers must ensure they are only stocking legal products. The most effective way to do this is to only stock respected brands from reputable wholesalers and suppliers. You should

also work with sales reps and suppliers to determine the right products for your range. All e-liquids and devices are required to alert the consumer of health risks on pack, including a nicotine warning. If a product doesn’t have a warning

on the bottle, it’s likely to be non-compliant and could result in a fine if sold. E-liquids and devices should also display an age-restriction warning, with e-liquids highlighting a health warning with advice on what to do if the liquid is swallowed.

WHAT HELP IS AVAILABLE FROM JTI TO help retailers improve their knowledge of vaping laws, JTI’s retailer website, JTI Advance, offers training and quizzes on legislation. JTI recently launched a youth access prevention scheme, IDentify, to help reduce the number of independent businesses at risk of selling tobacco and vaping products to under-18s. “The programme identifies retailers who may be at risk of selling tobacco or vaping products to minors,” explains Nick Geens, JTI head of reducedrisk products. “It offers these retailers

professional training by a fully-qualified former Trading Standards officer free of charge.” In addition to helping retailers sell responsibly, JTI runs all its Logic e-liquids through its stewardship programme. The programme includes a toxicological assessment, as well as quality control on all ingredients used in the products. The importance of only stocking vaping products from reputable suppliers ensures retailers are being responsible, as well as knowing they’re offering their shoppers compliant stock.

Don’t miss part three of JTI’s Logical Guide to Vaping in Retail Express’ 19 May issue

RETAIL

IN ACTION

BRAND SPOTLIGHT

FOCUS ON:

SPRING In the run-up to Easter, balancing availability on top-selling lines with new products and seasonal formats will generate sales and suit multiple shopper needs. RETAIL EXPRESS finds out more

What is Kinder?

Why stock it?

THE Kinder brand is well known for its instantly recognisable Surprise eggs, as well as the popular Kinder Chocolate and Bueno ranges. Kinder Surprise is the number-one-selling kids confectionery line with more than 135 million eggs sold every year, and regular updates to its products sparking the imagination of families throughout the year. Last year saw the introduction of Kinder’s first-ever owned combined licence, with Animal Adventures providing families with creative play and fun education across Kinder Surprise and Chocolate lines. For the key seasonal events for confectionery – Christmas and Easter – Kinder launches relevant products that help retailers capitalise on the high demand for chocolate products at those times. New licences, exciting formats, seasonal packaging and new chocolate eggs are a few examples of what is available to help retailers succeed at Easter this year.

CHOCOLATE eggs remain a firm nostalgic favourite at Easter. Driven largely by new product development, the Easter eggs category performed well in 2019, growing by 3.7%2. Ferrero’s range of Easter eggs contains options for the whole family, with products from Kinder, Thorntons and the Ferrero Collection giving an array of options that enable retailers to appeal to shoppers throughout the Easter period. This year, the Kinder range has been strengthened by the launch of two new Kinder Surprise eggs that include bigger toys and relevant licenses that appeal to families. The new Kinder Surprise 100g contains Justice League and Trolls toys, while the larger Kinder Surprise 220g eggs have had a Marvel Avengers update.

Must-stocks Kinder Surprise T1 RRP 92p

Kinder Mini Eggs (75g) RRP £1.40

Kinder Surprise Maxi Egg (100g) RRP £6.35

24 MARCH-6 APRIL 2020 betterRetailing.com

In partnership with

In action

Build great displays: Create excitement with in-

store activations. These can be as simple as stocking products on secondary displays, or by putting Easter eggs alongside gift cards and flowers.

Promote exclusives: Tell your shoppers what you’re doing and how they can get involved digitally. This can be with signage around the store, as well as through social media to raise awareness.

What’s new? KINDER’S existing range of novelties has also been expanded for Easter, with the launch of the Kinder Mix Bunny Hairband. Taking a seasonal twist on the Reindeer hairband launched for Christmas, the 167g product features a selection of Kinder Mini Bueno, Kinder Mini Chocolate and Kinder Mini Chocolate with Cereals. Kinder Chocolate has also added to its range of fluffy toys, welcoming a new Leopard toy (73g) that joins Kinder’s current bunny and sheep novelties. Retailers should always look to strike the right balance between bestsellers that sell well not only at Easter, but all year round, too, alongside seasonal products that help to drive interest in store. While sales of seasonal products will peak in the final build up to Easter weekend, retailers should also consider which products will be relevant after the occasion, so won’t cause a headache if they haven’t sold out prior to Easter.

RETAILER

Community: Celebrate your role in the community

by strengthening the bond you have with your shoppers. This could be by hosting special events or promotions, or considering a home delivery service.

Atul Sodha, Londis Harefield, Uxbridge, Greater London

“WHEN thinking about putting on in-store events, the biggest tip I’d give other retailers is about collaboration. Working with brands like Ferrero to help you create excitement in store takes away some of the burden you might feel in doing something that is going to keep your store relevant to the customer. “We would expect sales to increase on confectionery ahead of Easter anyway; it’s the third major event after Christmas, following Valentine’s Day and Mother’s Day. Easter is more inclusive, though, and stocking brands such as Kinder helps you to appeal to more consumers. The previous in-store activity we put on with Ferrero and Kinder meant that people were staying in the store a little longer, which allows us to show more of our store’s offering to them. That event led to higher footfall and increased sales on the day.”

Nielsen Scantrack, Total UK, kids confectionery market <=60g, MAT w/e 08.02.2020,

Nielsen. Total Easter Confectionery - 12 weeks to 20.04.19 vs. 12 weeks to 31.03.18

Visit Ferrero’s retailer hub, yourperfectstore.co.uk, for category advice, product information and to request PoS

ADVERTORIAL GROW YOUR SALES

In partnership with

24 MARCH-6 APRIL 2020 betterRetailing.com

JOIN THE CLUB HAVANA CLUB has teamed up with grime artist Skepta in an exclusive convenience promotion. RETAIL EXPRESS reveals what it means for your store

WHO IS SKEPTA?

WHAT’S NEW? HAVANA Club 7-year-old has partnered with Skepta in an exclusive partnership for convenience stores inspired by the brand’s Cuban roots and Skepta’s Nigerian heritage. The campaign will include a digital video that shows the artist visiting a local store in Havana, Cuba, before returning to a convenience store in his hometown, London. The limited-edition bottle has been designed in collaboration with the artist and fuses Havana Club’s heritage and Skepta’s Nigerian Yoruba roots.

WHAT’S THE OPPORTUNITY?

BORN Joseph Junior Adenuga in north London, Skepta is a hip hop and grime artist. He released his debut studio album, Greatest Hits, in 2007 and his second album, Microphone Champion, in 2009. His fourth album – Konnichiwa – won the Mercury Prize, while Ignorance is Bliss, his fifth, charted in 15 countries. In 2018, Skepta was installed as a chief in his Nigerian hometown in Ogun State, receiving the chieftaincy title of the Amuludun of Odo-Aje. Skepta takes pride in his Nigerian Yoruba heritage and it was his exploration of his roots that brought him and Havana Club together. The Caribbean island is home not only to the famous rum brand, but to the second-largest Yoruba community in the world.

SUPPLIER

VIEW

RUM is the second-fastest-growing spirits category behind gin and Havana Club, the second-biggest premium run brand1, is experiencing double-digit value growth across the off-trade2. Havana Club 7-year-old is growing 25.2% in impulse stores year on year. The limited-edition bottles will be available to convenience retailers in major cities for one month before rolling out nationwide and has an RRP of £26.45.

25.2% The year-on-year growth of Havana Club 7-year-old

3.7m

Skepta’s monthly listens on Spotify

AC Nielsen, Total Coverage, Value Sales, MAT to 04.01.2020 2AC Nielsen, Total Coverage, Value Sales, MAT to 04.01.2020

Raja Banerji, marketing director, Pernod Ricard UK

2nd

Rum is the secondfastest-growing spirits category

“WE are excited to be driving relevance and credibility at a grassroots level with our key consumer and with 3.7 million monthly listeners on Spotify, are delighted to be working with Skepta to recruit younger consumers into the category. In urban areas, convenience stores are the cornerstone of the community, a hub for social gatherings and the beating heart of the area.”

FOCUS ON FASCIAS

All aboard RETAIL EXPRESS takes a look at how six leading fascias are supporting new members

FOCUS ON

FASCIAS

CHANGING fascias or joining a symbol group for the �irst time is a crucial period for any retailer. The onboarding process will likely coincide with rebranding around the shop, as you change your business identity to align with the new fascia group. At such a pivotal time, it’s vital to have as much support as possible, to make sure that transition goes smoothly. Ensuring you and your fascia are set up to succeed together. Expectations of what a

fascia can offer you as you join their stable are changing. The leading groups are taking advantage of their extensive data collections to give demographic or market insights. Others help retailers revolutionise their ranges, assisting them with incorporating new lines that can help keep them competitive – whether that’s vegetarian and freefrom lines or standout ownlabel brands. Meanwhile, many will also work with retailers on re�it and layout

changes, applying a fresh new look to a store. As any retailer knows, getting this right is far from easy, but it’s hugely important to the success of your business. In this guide, we learn about the onboarding process at six of the leading fascias: Costcutter, Spar, Best-one, Nisa, Premier and Family Shopper. Experts from the companies run through what they give new partners, while retailers share their experiences of moving to a new fascia group.

24 MARCH-6 APRIL 2020 betterRetailing.com

Average store size: 2,300sq ft

FACTS

RETAILER VIEWPOINT Jeremy Hughes Nisa Local Holt & Farndon, Holt, Wrexham

Number of members: 1,300+

Cost of joining: Nisa partners can join for as little as £860 +VAT annual subscription for Nisa’s paperless option.

JOINED JULY 2019

Nisa has helped me every step of the way “I JOINED Nisa in July last year so I could better cater for shopper demand for good-quality fresh and chilled produce. “Since opening with the new Nisa signage, my customers have commented on the increased choice, and sales are increasing each week. I’ve been working on

Nisa

JOIN

Joining NISA can give retailers access to a broad range of products and support for store developments A MAJOR development in Nisa’s offer over the past year has been the rollout of the Co-op own brand, including the innovative plant-based Gro range. More than 90% of the Nisa estate of retailers now stock Co-op own brand. Now the symbol group has aligned its promotional

calendar with Co-op, it’s making more deals available to its retailers aimed at increasing footfall and sales in their stores. Fresh is an increasingly key expectation of convenience store shoppers and Nisa continues to provide an extensive range in this area through

the Co-op own label. The food-to-go mission also remains key in the sector, and Nisa is supporting its retailers by continuing to inform them on latest trends and working with them on store development projects to maximise every opportunity.

expanding my chilled range, and Nisa has helped me every step of the way. The Co-op range has allowed me to get all the benefits of stocking such a great-quality range at a good price, but I still get the advantages of being an independent. The

0800 542 7490

REASONS

Co-op fresh range is much better than what we used to offer our customers. “It’s still fairly early days with Nisa, but it’s all going really well.”

join-nisa.co.uk

@NisaRetail

JOIN NISA £ Sales +12% with Nisa Evolution store format

98% Next day delivery service*

98% Availability

2,000+ Co-op own label products

SYMBOL GROUP VIEW Steve Leach Sales director, Nisa I really don’t think we would have succeeded in grocery without Nisa.

Nisa retailers automatically get access to this support “WE’RE committed to providing the best support to Nisa partners and have invested in our strong, comprehensive field team to ensure retailers are adequately supported in all areas of their business. “The team comprises retail development manag-

ers, regional retail managers, fresh food development managers and store development managers. “Nisa retailers automatically get access to this support and the many other elements of the package, including the in-house insight team, which allows Nisa re-

tailers to truly understand their customers and their marketplace. “Retailers can then use this insight in conjunction with Nisa’s category management service to create bespoke planograms, layouts and propositions within their individual sites.”

Frank and Adrienn Ago The Snooty Fox Store, Shalford, Surrey

For even more reasons, visit join-nisa.co.uk *currently in selected locations only

#JoinNisa | 0800 542 7490

17962_NISA_TradePress_The Snooty Fox_128x150mm_AW01.indd 1

02/03/2020 16:39

FOCUS ON FASCIAS

Costcutter COSTCUTTER uses in-depth shopper insights to help retailers tailor their businesses to their customers COSTCUTTER aims to invest in the offer, insights and innovations that retailers need to grow their businesses. At the heart of this investment is its Shopper First: Drive Five to Thrive business growth programme. Available exclusively to Costcutter Supermarkets Group retailers, it provides in-depth shopper insights and data to help tailor every aspect of the store – from range and missions to marketing and in-store execution. Costcutter claims that by using the programme, retailers are able to grow their business by attracting new shoppers. Since its launch it has delivered impressive sales and pro�it growth of more than 20% among participating stores, something the company puts down to helping retailers put their shoppers �irst. For entrepreneurial retail-

Store size: Our retailers are independent stores ranging from 700sq ft to 7,000sq ft

FACTS

RETAILER VIEWPOINT Peter Juty ers who are looking to grow their business, the wholesale supply partnership with Co-op is also a big draw. The fascia reports it is see-

ing footfall, basket spend and sales increase across Costcutter stores as shoppers value the quality and appeal of Co-op products.

n Unmatched commercial terms including a rebate of up to 6%

the BDM and a merchandiser were in our store, looking at how we could get the most out of the range. They helped us with the new products we should stock, and gave us insight on which Co-op products were going to be the bestsellers. We see our

BDM all the time, much more than with our previous symbol group. He’s much more hands on. “Six months in, we did another mini-refit. Sales are now up by 15%.”

Sean Russell Marketing director, Costcutter Supermarkets Group

Our aim is to have the new range in your store in as little as four weeks

It’s time to make the change from operating on your own, to having the expert help and support required to grow your business.

Amazing range, including Co-op Own Brand products

JOINED MAY 2019

SYMBOL GROUP VIEW

Peter Juty, Costcutter Meopham

Fantastic support with the best BDM to store ratio in the sector

Cost of joining: No joining or membership fee

Sales are now up by 15% “WHEN we joined Costcutter, we had a substantial refit in the shop, including new shelving and flooring. However, we only needed to close for a day and a half thanks to their help. They supported us with planning, and helped a great deal with layout and store formats. “In the first couple of weeks

Time to Make the Change to Costcutter

Unique Shopper First insights to tailor your store to attract new shoppers

Costcutter Culverstone, Meopham, Kent

Store numbers: 1,560

Time to Pocket the Change! Peter Juty joined Costcutter in late 2019 and has already grown his sales by 15%

join our thriving community of independent retailers Y To get in touch at www.freshstart.costcutter.co.uk

“WHEN you make the change to Costcutter, you are transforming your business. Making this happen starts from the moment you join. “It involves supporting you and your team on a swift but easy journey that will excite your existing shoppers and attract new

JOIN

shoppers into your store. “Our aim is to have the new range in your store in as little as four weeks after you join. “In that time, we will have trained you on our systems and processes, introduced you to the team and looked at the changes we recom-

01904 488663

costcutter. co.uk

mend you should make to grow your sales and profits. “If you are investing in a refit, whether small or large, we will partner with you every step of the way. “Our BDM support is second to none in the symbol sector. We’re with you every step of the way.”

@costcutter

24 MARCH-6 APRIL 2020 betterRetailing.com

Average store size: 1,700sq ft

FACTS

RETAILER VIEWPOINT Leslie Francis Spar Enham Alamein, Andover, Hampshire

Cost of joining: There are no start-up costs when retailers join Spar

Number of members: 1,300+

JOINED 2019

The team were on hand with ranging and merchandising advice “WE joined Spar because it had good buying power, with the brand being widely recognised among consumers due to the high quality of its own-brand products. “This was very important for us as, having been here for 15 years, and knowing our customers well, we wanted to ensure we are ca-

Spar

JOIN

tering for them properly, as well as bringing in new people to the store to help business grow. When setting the store up, everything went smoothly and quickly, happening in a matter of a few months. The team were on hand with ranging

020 8426 3700

Leslie and Tim Francis

and merchandising advice, giving us planograms and advice. Another thing that attracted us to join the fascia was their deliveries and fresh produce range.”

spar.co.uk

ai158437442213_SPAR GENERIC AD MARCH 2020_128X150 copy.pdf

@SPARintheUK 1

16/03/2020

SPAR aims to help retailers, through the good times and the bad ACCORDING to Spar, its own brand has hit retail sales of more than £350m. This own-label range includes alcohol, grocery, fresh foods, frozen and confectionery, as well as its food service brand, Daily Deli. Spar runs a Benevolent Fund, which processes applications for those who have

suffered losses. It aims to help retailers and members of staff through dif�icult times and has given thousands of pounds in donations. Meanwhile, Spar’s Guild system is used to shape the fascia’s strategy for growth in line with retailers’ needs, through monitoring d eve l o p m e n t s

and trends in consumers and competitors. When it comes to onboarding, Spar also has its own Operational Excellence guide geared towards aiding stores in managing standards as well as providing a free due diligence diary and To Sell or Not To Sell policy training booklet. C

SYMBOL GROUP VIEW

Louise Hoste

Managing director, Spar UK

CMY

Our aim is to stay focused on what the customer wants “SPAR’S unique structure is a differentiator. The strength and professionalism of the group combined with the spirit, energy and inventiveness of our independent retailers means that our Spar stores can provide customers with the best possible service – locally.

“Our aim is to stay focused on what the customer wants, and we are going to ensure we can provide that in the most efficient way. “We continue to be innovative both in formats offered to independents or in ranges that we provide to them locally. Whether that

THE SYMBOL OF SUCCESS

is via hot food takeaways offered in many of our stores or dinner for tonight with our own-label Spar ranges. “Our unique Guild structure enables us to have a clear line of feedback and development from our retailers, who talk to our customers daily.”

SUCCESSFUL FORMATS FOOD TO GO INNOVATION AWARD-WINNING OWN BRAND RANGE Secure your future and contact us today www.spar.co.uk/about-spar/become-a-spar-retailer Email - join@spar.co.uk

Call - 020 8426 3700 AWARD WINNING SYMBOL GROUP

16:00

FOCUS ON FASCIAS

Family Shopper The unique discount format of FAMILY SHOPPER provides retailers with everything shoppers expect from a convenience store, combined with the best of the discounters FAMILY Shopper is a discount format for independent retailers that brings together the strength of symbol retailing with the great value available in the discount channel. A key feature of Family Shopper is long-term deals, which offer the consumer a true ‘Bargain Everyday’. All Family Shopper stores offer a simpli�ied range that removes duplication. Also, merchandising in full trays makes the format easy to operate, minimises back stock and eases cash �low. Family Shopper retailers can take advantage of ‘Spend

Average store size: 1,400sq ft

FACTS

RETAILER VIEWPOINT Kanapathippai Muralitharan & Save’, along with delivery at cash and carry prices, ordering online and having the ease and convenience of shopping at Booker branches.

A wide range of additional services such as recycling, energy savings, free EPoS and drop shipment are also available to add value.

Family Shopper Dane Valley, Margate

INED

JO 9 APRIL 201

Family Shopper has helped us with merchandising and ranging advice “IT’S been a good year for us. The process was smooth and had little disruption – and the whole transition to the fascia was completed in three months. I was surprised by how quickly it was sorted. “We wanted to offer something unique to our shoppers, and stand out from our

Unique discount format Simple to run & operate High cash profit

Numbers of members: Over 90

Cost of joining: There are no costs to joining and the fascia is installed free of charge

competition. We are on a busy high street in Margate, and there’s a couple of Premiers, so it was important we found a symbol group that offered something different. “Family Shopper has been very supportive, and has listened to the goals we want to achieve. Every four

weeks, we have a business development executive visit to offer advice and help to improve sales throughout the store. If I have a problem in-between visits, I can phone up and they’ll sort it. Family Shopper has helped us with merchandising and ranging advice, too.”

SYMBOL GROUP VIEW Martyn Parkinson Brand director, Family Shopper

Offering value is key to Family Shopper

“I love the simplicity of operating a Family Shopper. It offers my shoppers the best of convenience in a discount format, where they really can get bargains everyday. Having a rationalised range, that still offers choice at low prices, means I run an efficient store and eases my cash flow. Plus the Booker team supports you every step of the way.” Mr Kumar, Glynneath.

Simply building sales & profits for you Call Family Shopper today:

JOIN

01933 371757

98586 Family Shopper Retail Express Fascia Feature Mar2020.indd 1

“THE unique discount format provides retailers with everything shoppers would expect from a convenience store including chilled, alcohol, grocery and tobacco along with services such as Lotto and PayPoint. “This is combined with the best of the discount-

13/03/2020 14:31

ers, covering a range of £1 non-food items such as stationery, kitchen utensils and party accessories, with a broad seasonal and frozen offering. “All stores offer a simplified range that removes duplication. Also merchandising in full trays makes the

01933 371757

format easy to operate while minimising back stock and easing cash flow. “A wide range of additional services such as recycling, energy savings, free EPoS and drop shipment are also available. They have been specifically created to add value and keep costs low.”

familyshopperstores.co.uk

Martyn. parkinson@ booker.co.uk

24 MARCH-6 APRIL 2020 betterRetailing.com

FACTS

RETAILER VIEWPOINT Hemang Shah

Premier Pearl Convenience Store, Cramlington, Northumberland

Average store size: 1,300sq ft

Cost of joining: There are no costs to join Premier

Number of members: More than 3,450

JOINED 2019

We have regular access to our reps

Premier

“WE joined Premier early last year, and their support has been fantastic. We joined Premier because we liked the idea of being associated with Tesco. At the beginning I wasn’t expecting a lot of support from Booker, but I’ve been proved wrong. The whole process took less than a month, in-

JOIN

cluding changing our fascia outside of the store. “We’ve received merchandising and ranging advice, and have weekly visits from our rep. Premier sends out PoS on time and for all relevant products, which is quite important to us, especially as we run

01933 371246

premierstores.co.uk

PREMIER offers a strong promotional programme that drives shopper loyalty, and has a big focus on local PREMIER is the UK’s number-one symbol group that helps retailers sell more and make more. With more than 3,450 stores nationwide and the backing of Booker, Premier continues to go from strength to strength. The group does not operate any membership or joining fees and installs the fascia and imagery

free of charge. Premier’s promotional programme includes six Mega Deals that are advertised on TV, to drive both customer loyalty and incremental sales. Couple this with the popular Euro Shopper brand that delivers 30% POR, and Premier really builds members’ businesses. Premier also understands the importance

of local, which is why all stores have their name or location included internally. Each store is ranged to the local demographic so every Premier retailer maximises their sales locally. Premier members can also bene�it from Booker’s Spend & Save Scheme, which helps boost their bottom line.

MORE FOOTFALL MORE CASH PROFIT It’s absolutely free to join us!

Martyn Parkinson Brand director, Premier

“PREMIER doesn’t operate any joining or membership fees, and installs the fascia and imagery in store free of charge. “As well as this, all Premier members receive a free four-weekly marketleading promotional package that helps drive footfall

into their stores and incremental sales. “We can help with every aspect of independent retailing – from ensuring stores have the correct range of products to suit their shoppers’ needs and maximising merchandising in store, through to

“Premier has transformed my business with their latest thinking which has grown footfall, sales and profits” Justin Whittaker, MJs Premier, Royton

free point of sale and community advice. “All Premier members also have the help and support of a retail development manager, who is always on hand to provide expert advice on how the retailer can grow and build their business.”

Martyn. parkinson@ booker.co.uk

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Best-one BEST-ONE has been making major investments in store refits and retailer support LAST year, Best-one invested £2.5m in store re�its and £550k on new fascias and support for promotions. According to the fascia group, this level of investment is representative of the support available to all Best-one retailers and the investment in this independent retail brand within high streets. Best-one retailers will be assigned a dedicated BDM as soon as they join Bestway, who will work with them to build a joint business plan speci�ic for their store; based on the local needs and the size and location of the store. Bestway is also investing in Best-one on two further fronts: range developments and depot Hub infrastructure, which aims to improve delivery to independent retailers and ensure focus remains on getting also lead to improved products is now available delivery right. availability, Bestway claimwith extended shelf life and ai15840148827_Best-one Symbol_PR_128x150 ad.pdf 1 12/03/2020 12:08 Range developments ing a huge range of chilled excellent POR.

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RETAILER VIEWPOINT Bobby Mann Best-one Stainbeck Off Licence, Chapel Allerton, Leeds

JOINED 2018

The process to sign up was straightforward “I JOINED Best-one just over two years ago. I joined because I had been a Bately’s customer for more than 30 years, and when it joined with Bestway, it made sense to become part of the fascia because the rebate on offer was promising. I get £1,500 a month now on rebate, which is a huge amount.

“The process to sign up was straightforward – the shop fitters drew up everything and explained the prices to me clearly. The rebate money also helped us fund the shop fitting, so everything worked in a full circle. While the shop was getting fitted,

Best-one helped us with hiring containers so we could continue trading. “They said it would take 10 days, and they stuck to that schedule.”

SYMBOL GROUP VIEW Paul Adams Head of sales & development, Best-one

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“THE first step to joining is for the local BDM to fill in an application and apply for credit, and once this is accepted, the BDM will visit the store and sit with the team to place an order and provide a demonstration of the website, as well as to highlight all the benefits available.

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“Our BDMs then build a joint business plan for the following 12 months based on the store requirements. Chilled food and food-to-go plans will be discussed with the retailer, as well as merchandising requirements. “From there, the BDM will help set up promotional end

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bays with stock and PoS, until retailers are familiar with the process. “The next step is to discuss fascia applications and refits and following this the ‘My Rewards’ and ‘Core Rewards’ rebates will begin, offering compliant retailers up to 10% back.”

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CATEGORY ADVICE ICE CREAM & FROZEN

24 MARCH-6 APRIL 2020 betterRetailing.com

top Launches

Top product launches for your frozen range

FREEZING FINDS

Cornetto Mermaid With the trend for fantasy-inspired products sweeping the nation, Cornetto has launched Cornetto Mermaid. The pink cone is filled with matcha and raspberryflavoured ice cream. Also available is a raspberry and vanilla multipack range. Cornetto Mermaid is marketed as a ‘highly Instagrammable’ product, with the packaging featuring a holographic varnish to emulate a mermaid’s tail. RRP £1.20 (single) and £3 (multipack)

Frozen is growing as a category, with innovation hitting the market regularly. TAMARA BIRCH takes a look at ice cream and frozen lines, exploring category advice and the latest launches

TRENDING MISSIONS THE end of winter and start of spring is a great time to take a look at your freezers and re-evaluate the ice cream and frozen food options you’re offering your customers. Nisa recently announced that year-on-year sales in the category are up by 3% for its retailers, and you can benefit, too. Whether it’s providing meals for your customers or cool, sweet treats in the summer, getting your frozen section right can drive footfall to your store. Retailers are building up and expanding what they offer in frozen by adding new freezer space, or diversifying the range they stock to meet a

bigger mix of customer needs. As summer approaches, it’s beneficial to invest more in ice cream, a category worth £1.1bn. Although health continues to dominate trends in most categories, including ice cream and frozen, indulgence is also vital to be successful. In fact, Henry Craven, Froneri’s customer marketing controller, says: “Enjoyment remains the biggest driver for consumption.” Shoppers might be on the lookout for low-calorie options, but stocking a variety of indulgent treats in this category will encourage incremental sales.

HEALTH AND PLANT-BASED SUPPLIERS say healthy ice cream and frozen products have seen strong growth on the back of a high number of new brands. “Health is proving a significant consumer trend that sees no signs of slowing down, especially in the frozen category,” explains Aviko’s senior marketing manager, Shah Khan. Finding a balance between indulgence and health can ensure retailers are meeting the needs of their shoppers. Brands such as Halo Top or Alpro provide shoppers with an indulgent treat, while keeping within their daily calorie goals. Plant-based diets are also on the rise. For retailers look-

ing to expand their offering, work with suppliers on getting the right range in store to cater for these diets, and optimising space. Quorn’s vegan range or Roar’s plant-based ice cream won’t take up a lot of freezer space, but will mean you’re meeting growing consumer demand for vegetarian, vegan and plant-based lines. “While meat is under pressure as more consumers adopt a flexitarian approach to their diets, we are seeing many innovative products enter the ice cream and frozen category to cater to changing demands,” says Richard Harrow, chief executive of the British Frozen Food Federation.

Wall’s Twister 3ster Twister has launched its first shape innovation since its debut in 1982. Twister 3ster includes a unique combination of three new flavours: vanilla, strawberry and mango. The new addition is part of Unilever’s ‘Responsibly made for kids’ promise, which gives parents reassurance around which ice creams children can enjoy. RRP £1.10 (single) and £2.20 (multipack) Maltesers Mint Ice Cream One of three new wrapped handheld single ice creams added to Mars Chocolate Drinks and Treats range, Maltesers Mint Ice Cream was launched to capitalise on more than half of the British population buying a Maltesers product every year. RRP £1.79 Skittles Cooler Crazy Sours Ice Cream Following the success of Skittles Cooler Ice Cream, Skittles Cooler Crazy Sours Ice Cream has launched. The ice cream comprises sours-flavoured ice cream with crunchy pieces wrapped in a fruity sorbet. RRP £1.79 Twix Ice Cream Comprising chocolate with biscuit bits and caramel, Twix Ice Cream is now available as an ice cream on a stick for the first time, after previously only being available in a bar format. The launch came as the UK ice cream market topped value sales of £1.1bn. RRP £1.79 Cadbury Super Premium Tubs Available in 480ml tubs, Cadbury Super Premium Tubs are available in four flavours. Flake, Crunchie, Double Decker and Dairy Milk Marvellous Ice Creams Jelly Popping Candy are recognisable brands for shoppers. RRP £3-£3.50 Aviko potato frozen products Aviko’s Khan says its products “offer retailers the choice and flexibility to offer the right proposition and price point for their customers”. Sweet potato fries, chips, wedges and roast potatoes are available in Aviko’s frozen range. Supercrunch Chips (PMP £1.49), Bite-sized Hash Browns (PMP £1) and Herb Diced Potatoes (PMP £1) are available in price-marked and non-price-marked packs. RRP £1-1.49 PMP

CATEGORY ADVICE ICE CREAM & FROZEN

GETTING FROZEN RIGHT ICE cream is often an impulse buy, especially during impromptu heatwaves. This means it’s important retailers carry a strong impulse range, comprising bars, lollies and cones. Michelle Frost, Mars Ice Cream general manager, agrees. “Retailers should stock more single-wrapped handheld ice

cream lines. To drive sales further, introduce popular brands in multipack and tub formats during the winter months – ideal for a big night in at home,” she says. Knowing a store’s demographic well is vital for getting the right range in store. For example, for retailers in a price-

SUPPLIER

VIEW

Harry Mawi, Nisa Crossgates Leeds, Crossgates, Leeds “WE’VE just installed new freezers, with improved lighting. Our frozen category now looks more appealing and more inviting to our shoppers and there’s already been a positive effect on sales. Multipacks of ice cream are seeing growth, and I think this is due to the reasonable pricing of them. Shoppers are looking for value and seeing how far their money can go. Cornetto and children’s lollies are popular all year round.”

24 MARCH-6 APRIL 2020 betterRetailing.com

RETAILER

VIEW

led area, stocking a value option of frozen foods such as chips or pizzas can drive sales. Similarly, stocking a premium option will encourage shoppers to trade up. “In general, retailers should look to give shoppers choice by offering a value brand, as well as trade-up options in the frozen category. It’s also important re-

tailers stock products that offer a point of difference, using PoS to advertise this range,” explains Khan. Be cautious of space, however, when reviewing your range. To get started, use sales data to determine slow sellers and decide whether to delist them – making space for new products.

RETAILER

Harry Singh Hallen, Londis Carstairs Junction, South Lanarkshire “FROZEN is a great category for us. As a small store, we have to constantly think about upcoming promotions and occasions, and tailor our range accordingly. I believe you have to revamp your range every season, whether that’s changing your products or remerchandising the display – you can’t expect continual sales if you don’t change your store. We have a frozen meal deal, and have a lot of products available from Londis, too.”

VIEW

Vince Malone, Premier Tenby Stores & Post Office, Pembrokeshire “IT’S amazing how many of our customers purchase single-serve ice cream in the winter. I’ve noticed in other stores that they’ll turn off their ice cream machines in the colder months, but ours is on and stocked all year round. “We’ve noticed a definite growth in frozen, especially across ready meals and meal solutions. Surprisingly, liver and onions is now our bestselling ready meal. We didn’t expect it to be so popular because we consider it to be quite specialist – and we actually ordered it by mistake. In our case, however, it’s worked out brilliantly. Being successful in frozen is about listening to your customers, and adapting your range.”

top tips Five tips for your store

RANGING EFFECTIVELY RETAILER

VIEW

Atul Sodha, Londis Peverills, Uxbridge, Middlesex “FROZEN is better than it ever has been for us, and our meal deal promotions are catching the eye of the consumers, too. Brew City halloumi fries have been a top seller for us. We worked with Unilever to install a new single-door freezer, which improved space. Having a new freezer also allowed us to expand our range and introduce a free-from section, including Quorn Crispy Nuggets and Quorn Pieces. We’ve found that shoppers are looking for orange-flavoured and salted caramel-flavoured products across the board, so we introduced Vienetta Orange Ice Cream, which is now a top seller, too.”

WITH summer quickly approaching, it’s important for retailers to review their ice cream offering to stay ahead. If possible, consider introducing a promotion on new products or introduce a meal deal to grow sales. Frost says stocking well-known single-wrapped handheld ice cream brands is crucial to encouraging additional spend. “Wrapped handheld products are key to driving growth in the ice cream category. It’s important retailers stock a range of confectionery brands in ice cream, to reap the sales benefits of familiarity and eyecatching packaging,” she says. Using promotions to highlight your range is also a way

to drive frozen meal sales. “Retailers focusing on a meal deal that responds to the demands of specific occasions have the opportunity to drive footfall and sales,” explains Khan. “There is also a great opportunity for retailers to encourage trade-up to frozen products, which are notoriously challenging to recreate at home.” Finding a point of difference will put retailers ahead of their competition. Focus on big trends like the big night in, as well as date night opportunities, to drive footfall and become a one-stop destination. Dual-site soft drinks near frozen to increase spend, or use signs to suggest meal ideas.

Get the right freezers: Shoppers will be attracted to freezing equipment that displays contents brightly and makes it easy to select the chosen purchase, according to Sally Bentley, Husky Commercial’s director of sales and customer service. To meet sustainability missions, work with suppliers on introducing freezers with doors to save electric. Allow shop floor space for impulse buys: Single ice cream formats are ideal impulse purchases, and are likely to sell all year round. Monitor sales data in the colder months to determine if single ice creams are viable throughout the year. Focus on a select range: “Selling a small and select range, and by focusing on bestselling brands, retailers can ensure that freezer space looks clean and tidy,” says Frost. Work with suppliers and symbol groups to find out the best products for your store. Tap into trends: Health and indulgent trends are dominating the ice cream and frozen markets at the moment, so if space permits, introduce low-calorie options such as Roar or Halo Top ice cream. Tailor promotions to special occasions: Frozen meal deal promotions mean shoppers are getting more for their money, and are likely to pick up the additional products even if they didn’t plan on getting them. Also, use meal ideas to encourage spend.

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CATEGORY ADVICE RAMADAN

GET READY FOR THE FAST With Ramadan starting next month, TOM GOCKELENKOZLOWSKI looks at what you could be doing in your store to mark the occasion

FAST FACTS FOR many Britons, we are now approaching the most holy part of the year – Ramadan. This annual event is a monthlong fast during daylight hours. It is a time that transforms people’s daily lives and can therefore have a big effect on the shops and restaurants they use. It is vital community retailers are up to speed. “With nearly 2.8 million Muslims in the UK, there will be many people taking part in Ramadan across the country this April and May,” says Paul Adams, head of sales and development at Bestway

Wholesale. “It presents a real opportunity for independent retailers to be a port-of-call throughout the period and drive maximum sales.” This might appear a challenge – surely a time of fasting isn’t going to create an atmosphere for big sales? These preconceptions can hold businesses back and mean they won’t be there with the products their customers want. So, Retail Express has brought together insights from industry figures and top retailers to provide you with a guide for Ramadan 2020.

MAKE RAMADAN DISPLAYS “WE advise that retailers create a specific Ramadan area in the store, making the shopping experience as quick and convenient as possible,” says Adams. “Using a shelving space adjacent to a chiller is ideal, as that way all ambient and chilled products can be housed near to each other,” he adds. Mark Roberts, trade marketing manager at Perfetti Van Melle, agrees: “Cut the questions out of shoppers’ minds by ensuring they know everything in the

display conforms to the required dietary requirements. Not only can this help influence impulse sales, it can introduce new customers to products they didn’t know they would enjoy, generating repeat sales, even once the celebration has ended.”

RETAILER

VIEW

Abdul Arain, Al-Amin Stores, Cambridge “MUSLIMS will begin to think about their fast around four weeks before Ramadan. We have a large Muslim community, and demands are different among the African, Arab, Pakistani and South Indian communities. However, in all communities, we see a rise in demand for dates – to break fast – rice and pulses. A lot of customers won’t want to spend a long time preparing food, so being able to offer products they can finish off at home – such as pakoras, samosas and prawn tempura – is really important. At the end of Ramadan is Eid Mubarak, and customers will make dishes such as biryani to celebrate, so we see sales of meat increase, too.”

24 MARCH-6 APRIL 2020 betterRetailing.com

KNOW THE HOURS THE past few years have seen Ramadan fall during summer when nightfall hasn’t arrived until past 9pm. As the fast arrives about 11 days earlier each year, it has moved from the months of June and July to April and May – still long, but not quite so intense. “I’ve been at the shop long enough that I have been here

for Ramadan during the summer months and the winter months,” says Vas Vekaria, of Premier Lever Edge, Bolton. “It’s a big deal in the summer, but when the fast goes from 7am to 4pm in winter, you hardly notice it.” The length of fast is still significant, but Ramadan is now annually getting easier.

top tips Five ideas for your store Learn the basics: When does Ramadan begin? What hours are dawn and dusk? If you have questions during the month, ask your customers. Find popular brands: Products that aren’t otherwise bestsellers can benefit from Ramadan. Ask your customers what they will be looking for. Easy options: As the fast ends, many customers will not want to spend a long time cooking. Stock quick foods for busy customers. Build a display: Let Muslim customers know that you are a destination for Ramadan-friendly products. Repurpose vegetarian and vegan products: Sweets that don’t contain gelatine will likely meet Halal standards.

BE AWARE OF TRADITION BESTWAY’S Paul Adams says that families will be looking to cook traditional foods during Ramadan, and stocking the right ingredients provides a sales opportunity. “A series of snacks are often cooked, such as paneer fritters or vegetable samosas, along with meat and spicy vegetable dishes accompanied by rice and breads. Therefore, running special offers across chilled halal meats will help encourage multiple purchases,” he says.

“Fresh fruit and vegetables are also key for Ramadan, to help add nutrients to the days of fasting.” Even stores that don’t stock a huge range of specialist cuisine ingredients can see a sales uplift if they know which products to stock. “Cream absolutely flies off the shelves and so does the Asian-brand yoghurts we stock,” says Vas Vekaria, who has competition from specialist stores for many other ingredients.

37 23

KNOW THE NEW BESTSELLERS TRADITIONAL foods associated with Ramadan, such as dates, are stocked by many retailers – often only at this time of year. Other brands have also developed an association, too, however. “We make sure we have Rubicon,” says Kashif Nadeem, of Blackadder Mini-Market in Greenlaw, Berwickshire. Soft drinks are a popular category

for customers looking for a sugar hit at the end of their fast and Rubicon is mentioned repeatedly by store owners. Children will often buy sweets before the fast ends to enjoy later. Perfetti Van Melle recently launched two new vegan sweets, Fruittella Koalas and Fruittella Sour Snakes. Their

vegan-friendly ingredients ensure the products are gelatinefree and Halal-friendly. “Taste and texture often suffer when gelatine is removed,” says Mark Roberts at Perfetti Van Melle. “We worked to make sure these jellies have the same great taste people expect from any Fruittella product.”

PROFILE

24 MARCH-6 APRIL 2020 betterRetailing.com

RETAILER PROFILE JODI PRITCHARD LONDIS OAKTREE ROAD Location: Londis Oaktree Road, Southampton Size: 2,000sq ft Staff: 13 part-time

‘WE WANT CUSTOMERS TO GIVE FEEDBACK’ DARYL WORTHINGTON “I’M a big believer that if you’re going to sell something, you’ve got to try it yourself �irst,” says Jodi Pritchard, from Londis Oaktree Road in Southampton. “If we get a new product in, me and the staff will give it a taste. I �ind it’s the best way to get your customers to try new lines you’re stocking. It means we can answer questions they have, and make recommendations to them,” she continues. This is just part of the close relationship Jodi aims to foster between her staff and the diverse mix of customers who use the store, which is located in a large housing estate. Although fully aware of the importance of using EPoS to learn about what is performing well in her shop, she knows that it’s only by talking to customers you can get insight on the products you’re not stocking. “We want customers to give us feedback,” she explains. “I’ve found that if customers trust that their feedback will be re�lected in the shop, they’ll be encouraged to share it. It also helps us make ranging and merchandising decisions.

“For instance, take our pet food – previously we only stocked Winalot. Speaking to customers we found that they wanted us to stock the Pedigree range, so we got it in.” Jodi has been at the Southampton shop for 15 months, having previously run Londis Stour Road in Christchurch. “I wanted a new challenge, and this store covers a bigger area, it’s a more diverse community,” she says. Since taking over, Jodi has overseen a number of changes in the store, and this has resulted in an overall increase in basket spend. At its peak last summer, this hit 79p, and although it has decreased since then due to the winter, it’s still up 10p on average. “Focusing on core was one of the biggest things – I don’t

think I grasped before just how important it is,” she admits. “Now we want to get it spot on, and then build everything else around it. “We’re evaluating the core range more often, and reviewing each section every six weeks. On top of that, I’m gap-checking every day as well, and keeping an eye on our EPoS data – if a core line isn’t selling, we want to �ind out why straight away.”

WE WANT TO GET CORE SPOT ON, THEN BUILD EVERYTHING ELSE AROUND IT

Also driving this increase in basket spend has been a push to encourage shoppers to trade up to premium options. “We’ve changed the way we merchandise around the store, and putting the premium options close to the standard makes it easier for customers to make a decision,” says Jodi. Of course, it’s not just core ranges that Jodi focuses on – the store also aims to get on board with the latest trends, whether it’s US confectionery or free-from. “We used to have a dedicated free-from bay,” she says. “But now we’ve integrated it into the rest of the store, and we use special barkers to highlight the products. “It seems to be growing, for instance this year our tofu sales are still up, even though Veganuary is over. “We’ve also started doing vegan sausage rolls, which although not as popular as the meat ones, are doing well.” For more pictures of the store, go to betterRetailing.com/ londis-oaktree-road

your 1 Cool crisps Jodi says: “We put some crisps near the fridges, near the sandwiches, to make it easier for customers buying meal deals. Crisps are fine near fridges because of the foil packets.” ice 2 Boost sales “Dual locations are really important,” says Jodi. “We stock ice in our ice cream and frozen food freezers. We found people were buying more ice as a result, especially over summer.”

3 Integrate your ranges “We used to do our Polish food in a dedicated bay,” reveals Jodi, “but we’ve integrated it into ranges. We’ve seen sales increases on the category from about £100 a week, to up to £180.”