Retail Express – 30 July 2019

MODERN CONVENIENCE How Swarti Rabadia uses Snapchat to keep her store up to date

2019 30 JULY-12 AUGUST betterRetailing.com

PROFILE

26

RETAILER PROFILE

SWARTI RABADIA RABADIA CONVENIENCE Location: Leigh, Manchester Shop size: 1,600sq ft Staff: Four full-time, three part-time

KEEPS ‘USING SNAPCHAT N’ ER OD MY STORE M too, so know them socially, needs.” we can meet their her busiTaking pride in to adopt ness, and wanting to retail, a modern approach looking for Swarti is always and says ways to improve, learning. she is constantly myself a “Every year I set up until give goal and I won’t I’ve achieved it. had a goal its full potential,” last year.

“Most recently, I job. Evewith media to “I learned on the we keep in touch back to the commusocial she explains. about re- but niche by of giving increasing turnover, community via rything I know Swarti found her and this shop,” our says. becomes the nity we are continuing to tail, I’ve learnt in be- media,” Swarti to run a busi- making sure she which destination for her work on,” she says.

Swarti says. “I remember “I didn’t want making ultimate I did what I Swarti that’s just about ing nervous, but community.

Moving forward, I can’t pic- ness alknow my local had to do and now else.” money, I want to out how Recently, she provided working on building she found is and �ind social mewedding on a ture doing anything for customers presence their cohol – building her suppliers Swarti quickly discovered I can personally help in out was happening dia and partnering a predomiand lives. in the local comshe was part of to improve her business industry, day-to-day Facebook her presencegiving back. nately male-led “We’re friends on munity and more dewe drive sales. improving lot of our customers, but this made her “Without customers, I do “We are always I was with a have they so every when ising know business, termined. “At �irst, we have no and remerchand about how so see what event going on. When what I can to help the comquite shocked few months to independ- a social make sure she adds. male-dominated �ind this out, I’ll well for us,” she says.of munity I live in,” it was quite I are like works in products I think ent retail is and “Our customers “I’m always thinking I’ve now to order to customneed.” frustrating, but to us, and we want ways to help our buzzing and we’re they’ll her younger custom- family feet my found For ers, and I’m always can upof the busiadvertises new we making a success with ideas on how passes ers, Swarti ry product lines EVERY YEAR I SET ness as each month confectione grade our store.”

GOAL AND I drinks on Snapchat. MYSELF A by,” she explains. genera- and soft has worked really of Part of the next WON’T GIVE UP UNTIL To see more photos t retailers, “Snapchatus, especially as we for tion of independen Swarti’s store, go to I’VE ACHIEVED IT importance well diaSwarti knows the the posi- have a lot of schools nearby. betterRetailing.com/raba of social media and “The younger generation so have on a convenience-manchester with technology, tive impact it can a wide are born it became business. “We have to boost our sales from we used social variety of customers, shoppers, imperative families to elderly

persevering 1Keep

TAMARA BIRCH

goals, “I set myself yearly can be and, although this times, frustrating for us at persisting with targets helps us become better retailers – and improves our store,” Swarti says.

began SWARTI Rabadia Convenimanaging Rabadia having ago ence nine years so, but took left college to do the Go the big step of buying outright Local sister store

30 JULY-12 AUGUST 2019 STRICTLY FOR TRADE USERS ONLY

Why should you care about illegal tobacco?

social 2 Maximise to its full potential

media

“We advertise heavily it’s on social media, becauseour alert the quickest way to customers to any upcoming have promotions we might – and it gets them excited, too,” she says.

eatens acco thr ages Illegal tob lihoods, dam live s retailers’ contain nities and ients. commu eport d ingred Follow @suspect_r late egu unr

pride 3 Take in your store strive to be

Swarti says: “I to innovative, and I like keep my store presentable they for my customers so get inwant to return. I also events volved in community throughout the year.”

Contact us

0800 0495992

suspect-it-report-it.co.uk Report illegal cigarette sales and smuggling

TASTE PROFILES OF ALL STRONGBOW CIDERS HAVE REMAINED THE SAME AND HAVE BEEN POSITIVELY TESTED WITH LOYAL STRONGBOW CONSUMERS2,3 FOR MORE INFORMATION, CONTACT YOUR HEINEKEN UK REPRESENTATIVE TODAY *Soft roll out hitting shelves in June/July Source: 1. Nielsen Sales Value Data to 08.06.19. 2. Cardinal Research quantitative monadic in hall test, n=470 Strongbow Original drinker, current vs new recipe. Fieldwork conducted in Watford, Long Eaton and Leeds, Feb 2019. 3. Savanta, quantitative monadic in hall test, n=311 Strongbow Dark Fruit drinkers, current vs new recipe. Fieldwork conducted in Long Eaton and Leeds, April 2019.

RECYCLING PLANS

CONVENIENCE PRIORITY

GET INTO THE SPIRIT

‘All-in’ bottle and can deposit return scheme proposed for England and Wales

More than half of consumers choose independents when deciding where to shop

The drinks that can make your alcohol sales sparkle throughout the summer

P2

P4

P21-22

P26

No.1 SPANISH WINE BRAND IN IMPULSE* NEW

*Source: AC Nielsen, Total Coverage, Value Sales, MAT to 23.03.19

MODERN CONVENIENCE How Swarti Rabadia uses Snapchat to keep her store up to date

2019 30 JULY-12 AUGUST betterRetailing.com

PROFILE

26

RETAILER PROFILE

SWARTI RABADIA RABADIA CONVENIENCE Location: Leigh, Manchester Shop size: 1,600sq ft Staff: Four full-time, three part-time

KEEPS ‘USING SNAPCHAT N’ ER OD MY STORE M too, so know them socially, needs.” we can meet their her busiTaking pride in to adopt ness, and wanting to retail, a modern approach looking for Swarti is always and says ways to improve, learning. she is constantly myself a “Every year I set up until give goal and I won’t I’ve achieved it. had a goal its full potential,” last year.

“Most recently, I job. Evewith media to “I learned on the we keep in touch back to the commusocial she explains. about re- but niche by of giving increasing turnover, community via rything I know Swarti found her and this shop,” our says. becomes the nity we are continuing to tail, I’ve learnt in be- media,” Swarti to run a busi- making sure she which destination for her work on,” she says.

Swarti says. “I remember “I didn’t want making ultimate I did what I Swarti that’s just about ing nervous, but community.

Moving forward, I can’t pic- ness alknow my local had to do and now else.” money, I want to out how Recently, she provided working on building she found is and �ind social mewedding on a ture doing anything for customers presence their cohol – building her suppliers Swarti quickly discovered I can personally help in out was happening dia and partnering a predomiand lives. in the local comshe was part of to improve her business industry, day-to-day Facebook her presencegiving back. nately male-led “We’re friends on munity and more dewe drive sales. improving lot of our customers, but this made her “Without customers, I do “We are always I was with a have they so every when ising know business, termined. “At �irst, we have no and remerchand about how so see what event going on. When what I can to help the comquite shocked few months to independ- a social make sure she adds. male-dominated �ind this out, I’ll well for us,” she says.of munity I live in,” it was quite I are like works in products I think ent retail is and “Our customers “I’m always thinking I’ve now to order to customneed.” frustrating, but to us, and we want ways to help our buzzing and we’re they’ll her younger custom- family feet my found For ers, and I’m always can upof the busiadvertises new we making a success with ideas on how passes ers, Swarti ry product lines EVERY YEAR I SET ness as each month confectione grade our store.”

GOAL AND I drinks on Snapchat. MYSELF A by,” she explains. genera- and soft has worked really of Part of the next WON’T GIVE UP UNTIL To see more photos t retailers, “Snapchatus, especially as we for tion of independen Swarti’s store, go to I’VE ACHIEVED IT importance well diaSwarti knows the the posi- have a lot of schools nearby. betterRetailing.com/raba of social media and “The younger generation so have on a convenience-manchester with technology, tive impact it can a wide are born it became business. “We have to boost our sales from we used social variety of customers, shoppers, imperative families to elderly

persevering 1Keep

TAMARA BIRCH

goals, “I set myself yearly can be and, although this times, frustrating for us at persisting with targets helps us become better retailers – and improves our store,” Swarti says.

began SWARTI Rabadia Convenimanaging Rabadia having ago ence nine years so, but took left college to do the Go the big step of buying outright Local sister store

30 JULY-12 AUGUST 2019 STRICTLY FOR TRADE USERS ONLY

Why should you care about illegal tobacco?

social 2 Maximise to its full potential

media

“We advertise heavily it’s on social media, becauseour alert the quickest way to customers to any upcoming have promotions we might – and it gets them excited, too,” she says.

eatens acco thr ages Illegal tob lihoods, dam live s retailers’ contain nities and ients. commu eport d ingred Follow @suspect_r late egu unr

DON’T BE A TARGET • How to protect your stock from thieves in depot car parks P3

RECYCLING PLANS

CONVENIENCE PRIORITY

GET INTO THE SPIRIT

‘All-in’ bottle and can deposit return scheme proposed for England and Wales

More than half of consumers choose independents when deciding where to shop

The drinks that can make your alcohol sales sparkle throughout the summer

P2

P4

P21-22

pride 3 Take in your store strive to be

Swarti says: “I to innovative, and I like keep my store presentable they for my customers so get inwant to return. I also events volved in community throughout the year.”

Contact us

0800 0495992

suspect-it-report-it.co.uk Report illegal cigarette sales and smuggling

P26

our say

Chris Dillon, editor - insight

The four ingredients for food-to-go success “The perception of food to go when bought from independent convenience stores and forecourts is that it is a bit grim.”

Those were the words from Wayne Greensmith, head of category marketing at Adelie Foods, at the relaunch of its Urban Eat brand earlier this month (more on p10).

I’m sure everyone reading this can think of a store in their area that offers an uninspiring range of sandwiches from virtually unknown suppliers. The argument put forward here is that this damages not just their own sales, but sales in independent stores in general.

“That’s not to say it has to be this way forever. Greggs is a great examTHE ple of evolving as a brand – it’s no longer just about sausage rolls and PERCEPTION pies, it is now increasingly known for healthier options,” says Greensmith. OF FOOD TO The way that independents can GO FROM do this is to focus on four key areas.

C-STORES IS The first is hot food to go, which has increased from 5% to 13% of THAT IT’S A category spend in five years. The second is salads, which has grown in BIT GRIM sales every year since 2013.

Wraps are also now a food-togo essential, growing faster than sandwiches and rolls, and meat-free is essential for the 52% of consumers looking to reduce their consumption of meat.

These four areas – presented in a quality way – are a blueprint for driving sales. Look at your range and ask yourself if you’re known for any or all of these. If you’re not, then what can you do today that starts you on this journey?

FOR MORE OPINION, GO TO PAGE 14 @retailexpress betterRetailing.com facebook.com/betterretailing Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Editor – news Jack Courtez @JackCourtez 020 7689 3371

News editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Features editor Daryl Worthington @DarylNewtrade 020 7689 3390

Features writer Priyanka Jethwa @Priyanka_NT 020 7689 3355

Reporter Alex Yau @AlexYau_ 020 7689 3358

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Reporter William Dodds @WilliamDoddsRN 020 7689 3350

Production editor Ryan Cooper 020 7689 3354

Editor in chief Louise Banham 020 7689 3353

Head of sales Matthew Oliver 020 7689 3367

Sub editor Jim Findlay 020 7689 3373

Account director George McCracken 020 7689 3364

Sub editor Tom Allaway 020 7689 3395

Account director Charlotte Jesson 020 7689 3389

Head of design Anne-Claire Pickard 020 7689 3391

Senior account manager Natalie Reed 020 7689 3372

Designer Jody Cooke 020 7689 3380

Account manager Adelice Tatham 020 7689 3366

Production coordinator Ashley Reid 020 7689 3368 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

The five biggest stories this fortnight 01

England to mirror Scottish deposit return scheme

HELENA DRAKAKIS PLANS for a deposit return scheme (DRS) in England and Wales that will mirror proposals in Scotland for an “all-in” system have moved a step closer.

Environment secretary Michael Gove con�irmed in a recent speech that the UK government is likely to roll out a deposit scheme that included all PET plastic bottles, aluminium and steel cans, and glass bottles.

“We need to work with businesses to make deposit return schemes as effective as possible, and an ‘all-in’ model will give consumers the greatest incentive to recycle,” he said.

The ambition is likely to face opposition, as soft drinks manufacturers and supermarkets have previously favoured an ‘on-the-go’ system that would limit the size of containers included in a DRS. However, at a recent conference, Tesco head of packaging James Ball admitted the supermarket was struggling to communicate to customers

02

what the de�inition of an ‘onthe-go’ system is.

He said: “How do you decide at the shelf edge what is

Leasing worries

RETAILERS are purchasing equipment outright following concerns they could be stung by expensive leasing contracts following a supplier collapse.

Les Gilbert, of Chard Newsagents in Somerset, said: “In an ideal world, you wouldn’t sign a leasing contract, whether it’s

a Payzone machine or a coffee machine. The worst-case scenario is you lose the machine if they go under.

Retailer Raj Aggarwal added: “I normally buy machines outright now because I don’t want to make a loss through a lease.”

an on-the-go product versus another product that’s maybe not on-the-go?

“It’s a really big challenge

03

and one that we’ve engaged with a lot of customer groups about. It’s very dif�icult to get that point across.”

Porn ban delay

THE Government has admitted that a delay of six months to the introduction of pornographic passes into convenience stores is due to an “administrative error”.

The pass, which requires internet users viewing adult content to key in a proof-of-age

code obtainable at convenience stores, was due to come into force on 15 July, but has since been pushed back.

The delay is due to the government not informing European regulators of the plan, culture secretary Jeremy Wright told MPs.

Business development executive Kurran Jagpal 020 7689 3363 Sales support executive Michela Marino 020 7689 3382 Head of marketing Jessica Salisbury-Fielder 020 7689 3352 Managing director Parin Gohil 020 7689 3375 Management accountant Abigayle Sylvane 020 7689 3383

48,789

Audit Bureau of Circulations July 1 2017 to June 30 2018 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.

04

Bestway redundancies

A RESTRUCTURE at wholesaler Bestway is likely to result in staff from sales, retail and HR being made redundant, Retail Express’s sister title, RN, understands.

Following the restructure, the Bestway retail team will take full responsibility for supporting franchise and

company-owned stores.

A Bestway spokesperson said: “The business has transformed considerably over the past few years in response to market trends and will continue to do so. It is vital we develop our structure and approach in line with these changes.”

05

Ex-Nisa boss joins PO

FORMER Nisa boss Nick Read has been appointed group chief executive of the Post Of�ice.

Read stepped down as Nisa chief executive in 2017 just before the formerly memberowned company approved a takeover by Co-op.

He previously held senior roles at Tesco.

Read said: “I am really looking forward to working with everyone involved in the business and in particular the thousands of postmasters around the country who are its lifeblood.”

@retailexpress facebook.com/betterRetailing

30 JULY-12 AUGUST 2019 betterRetailing.com

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

Indies must ‘stay cautious’ in depot car parks MEGAN HUMPHREY RETAILERS are urging one another to stay vigilant when handling high-value stock in and around depot car parks.

Anita Nye, manager of Premier Eldred Drive Stores in Orpington, Kent, told Retail Express that she attended a meeting earlier this month to discuss a series of cigarette thefts that took place at her Booker depot in Sidcup.

“The police were in attendance, as was Booker’s head of security,” she said. “We were told to be really vigilant and

not to leave our cigarettes on top of our trolleys.”

Nye said the depot puts cigarettes in black sacks, which are easily identi�iable.

“We put ours in boxes so that no one knows what’s in there,” she added. “We also leave our stock at the warehouse and pick it up last.”

At the meeting, Nye praised Booker for taking an active role. “Workers are always willing to walk out with us into the car park if we say we are worried,” said Nye. “They are being really proactive.”

Gaurave Sood, owner of

Neelam Post Of�ice & Convenience in Uxbridge, London, had £4,000-worth of cigarette stock stolen at his Booker depot in Greenford three years ago.

“Make sure your van is always locked, because our boot was opened when we were sat in the vehicle,” he said. “I still notice people in cars sitting outside the depot watching what people are putting into their cars.”

Federation of Wholesale Distributor’s director of communications, David Visick, told Retail Express the level of thefts on wholesal-

ers’ premises has “remained broadly the same over the eight years we have been monitoring it”.

He added: “Cash and carry customers should follow the advice on our ‘Lock & Look’ posters in the car park.”

A Booker spokesperson said: “We take matters of security very seriously and are cooperating fully with the police who are investigating the incident.”

Retail crime

BAD WEEK

74.4%

The number of violent incidents resulting in injury

of theft cases have no suspects identified

44%

of crimes reported in the past year resulted in a charge

The number of investigations where no suspect is identified

express yourself “Truthfully, I don’t think it will affect me as my lottery customers are not young people. The lottery in my area is not played by many teenagers, although they may play online.

I’ve been offering the lottery for 25 years and there’s been several occasions when Camelot have sent in undercover people to see I’m adhering to proof-of-age requirements. I’ve always been okay, so I don’t think it presents a problem.”

Eugene Diamond, Diamonds Newsagents, Ballymena, Northern Ireland

the column where you can make your voice heard

How would raising the age to participate in the National Lottery from 16 to 18 impact you?

“I don’t think the potential age change will affect us at all.

There are very few customers who play the lottery in our store who are of that age group. Most of our customers who buy a ticket are over 20, and our main age range of players is around 40 years old. We carry out a proof-of-age check for everyone who looks under 25 and have done so ever since we opened, so it wouldn’t have an impact on us in terms of compliance.”

David Ramsey, Best-one, Byram, west Yorkshire

“The age change will have a small impact on our store.

Although we have few under-18s who buy lottery tickets, the odd few do come in and buy £1 scratchcards. Often, parents come in and buy a scratchcard for their children.

We passed all our proof-of-age checks, so there’s nothing to worry about in that respect. One thing it does do is establish a standard for everything from voting to buying alcohol and tobacco.”

Joey Duhra, Premier Jules, Telford, Shropshire

Do you have an issue to discuss with other retailers? Call 020 7689 3379 or email chris.dillon@newtrade.co.uk

PAYPOINT: The service provider has cited new partner relationships as the reason for its 11.9% boost in UK parcel volumes. The total volume now sits at 5.6 million, according to its latest trading update for the three months ending 30 June 2019. Three of its new parcel partners are now carrying out transactions. Service fee growth also saw an increase of 30.7% (£0.7m), driven by the rollout of PayPoint One to 13,633 sites.

Read more at betterRetailing. com/palmer-and-harvey-payments

547,060 7.8%

GOOD WEEK

P&H EMPLOYEES: Former Palmer & Harvey employees have received a financial settlement 18 months after the wholesaler’s collapse.

The former employees involved received 90 days’ pay after making a claim against the company. Former employees confirmed that payments had cleared their bank accounts. Palmer & Harvey collapsed in 2017, leaving nearly 3,000 staff members facing redundancy.

Read the full story online at betterRetailing.com/ victim-consultationlaunched

How did the police deal with victims in the past year?

03

RETAIL CRIME: Home Office figures showed that 7.8% of crimes reported in the past year resulted in a charge, a decline from 9.1% in the previous year. The news comes as the government launched a consultation to look at ways to clarify crime victims’ rights.

Overall, 44.4% of investigations result in no suspect being identified, rising to 74.4% for theft.

COFFEE SUPPLIERS: It has been confirmed that Simply Coffee ceased trading in April, leaving a number of retailers with no supplier. The news came shortly after Espresso Essential collapsed.

Some retailers have been left paying £500 per month for the lease of coffee machines through thirdparty Henry Howard Finance. Raaj Chandarana, of Tara’s Londis in High Wycombe, Buckinghamshire, said: “My hands are tied.”

Read more at betterRetailing. com/simply-coffee-collapses

NEWS

04

30 JULY-12 AUGUST 2019 betterRetailing.com

Physical stores stand strong WILLIAM DODDS CONSUMER data from the Office for National Statistics (ONS) has highlighted the ongoing relevance of convenience stores and reinforced the importance of strengthening relationships with customers.

The results showed bricks and mortar stores to not be under threat with 74% of consumers responding

to offers and promotions in store, while 53% prioritise convenience when deciding where to shop.

Kamal Thaker, of Stop Shop News in Edgware, London, told Retail Express that offers and promotions have always proven valuable for attracting customers to his store.

“Offers and reductions are effective because customers feel like they are getting good value and a deal,” he said.

“We work in conjunction with suppliers who are willing to act as partners in promotions and offers, so we don’t lose too much of our bottom line,” he added.

The survey also found 47% don’t use self-checkouts. Mo Razzaq, of Family Shopper Blantyre in Glasgow, said: “We looked at self-checkouts, but we decided that in a convenience store, customers expect

face-to-face contact.

“If we took that away, there would be an impact on our business.

“Knowing and understanding your customers is an essential part of being a convenience store owner,” he added.

In addition, 20% of consumers said they avoid stores that don’t accept card transactions, highlighting a desire for alternative payment methods.

So rich.

So smooth.

No wonder the Dutch didn’t want to share it.

Contactless card fraud creates fears for indies RETAILERS have called for support from card providers to tackle contactless payment fraud.

There have been recent reports of shoppers leaving stores before payments are approved, and some retailers have stopped accepting contactless in response.

Ravi Raveendran, of Colombo Food & Wine in Hounslow, London, said card operators including Mastercard and Visa

need to support retailers in preventing fraud.

“There should be a compensation fund to help retailers when this happens, and also a better mechanism between issuers and the police to trace fraudsters and withdraw contactless cards,” he said.

Raveendran has started holding back items until the payment is completed following four incidents in just a month.

INDIES PROTEST AGAINST CO-OP

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CO-OP has come under fire from Kent retailers after proposing plans to build a new store in Chartham.

Citing the potential loss in trade and increased danger brought about by additional traffic, independent retailers have filed objections to the proposal. lan Mannings, of Shop on the Green in Chartham, said retailers in surrounding areas who had a Co-op open nearby lost £5,000 in weekly sales.

He added there are currently three other independent convenience stores in the area.

HTEC expands sales team to further growth POINT of sale, payment and loyalty system provider HTEC has announced it is expanding its sales team following a period of continued growth.

HTEC has taken on four new members of staff to help support existing customers and seek new opportunities for the business going forward.

The new hires include account managers David Wright and Andy Regan. Wright has 30 years’ experience in payments and EPoS, while Regan will be responsible for

existing customers.

It also announced the appointment of EPoS solutions sales manager Andy Keeling, and customer loyalty and payment processing specialist Gareth Millinship.

HTEC chief strategy officer David Mackay said: “These are exciting times for HTEC and we are very pleased to welcome each of our new team members. It’s great to see our already strong team being strengthened by these new appointments.”

We’ve had a reďŹ t

Faster access, 24/7 Refreshed membership packages Recommended content based on your preferences New tools and downloads Plus all the exclusive news and insight crucial to making better-informed business decisions, better stocking and pricing comparisons, and better relationships with your shoppers — and suppliers Harness the power of

to improve your bottom line.

PRODUCTS

06

Cadbury unveils Christmas collection are an effective way for retailers to drive impulse sales from October, with the sub-category worth £23m in sales.

“From November, availability and visibility is key as Christmas is now at the front of shoppers’ minds. Retailers should add advent calendars to their seasonal range as they begin the countdown to the big day,” she said.

She added that, this year, Cadbury is bringing back its £6m Secret Santa campaign, which will run accross TV, social media and PoS. “Retailers should ramp up their range in December with displays and dedicated space for seasonal lines. Large sharing packs and gifting products – such as tubes, tubs, selection

boxes and kids’ gifts – are key, and offer a signi�icant tradeup opportunity,” she added.

RED Bull is celebrating the success of one of its professional athletes, Ben Stokes, after England’s win at the Cricket World Cup Final.

Currently one of the faces of the ‘Project pro’ campaign, cans featuring Ben Stokes sold at a rate of more than half a million a week during the Cricket World Cup, totalling three million through the duration of the Cricket World Cup. Six limited-edition cans are available (across original and Sugarfree 250ml singles, and 4x250ml packs), featuring a range of on-pack wraps, each signed by and illustrating one of six pro athletes.

Joining cricketer Ben Stokes is rugby player Jack Nowell, climber Shauna Coxsey, snow-

boarder Billy Morgan, triathlete Lucy Charles and hockey goalkeeper Maddie Hinche.

TO GET into the swing of Halloween, Mondelez has unveiled three confectionery launches for the season.

Within its Maynards Bassetts range, it is adding Dead Chewy and Soft Jellies Scary Safari, which contain 17×16.7g mini bags, designed for trick-or-treating.

The supplier is also launching an Oreo product developed speci�ically for Halloween.

Cadbury Oreoooo is a 256g bag of Oreo Mini Filled Eggs, with Halloween branding.

Susan Nash, trade communications manager at Mondelez, said: “The opportunity for retailers at Halloween is big and growing, and over the past two years, sweets have been the biggest driver

of sales growth. In 2018, confectionery sales over the Halloween period reached £35m, up 1.3% year on year.

Within this, sweets were worth £30m, growing at 4.7% year on year.”

NESTLÉ is bringing the �lavour of Japan to the UK this summer with the launch of KitKat Green Tea Matcha.

Matcha is a traditional drink made from powdered green tea that has been enjoyed for centuries in Japan.

Originally launched across Europe earlier this year, the bar will be available

exclusively in Tesco, and in One Stop and Booker Retail Partners.

Jemma Handley, senior brand manager for KitKat, said: “The launch follows the introduction of KitKat Ruby last year to meet the growing demands of consumers who enjoy experimenting with new trends.”

BRITVIC is launching a new £3m campaign, ‘Sunshine makes it taste better’, for its ice tea brand, Lipton.

It includes a new TV advert, supported by outdoor, digital, social, sampling and instore activity. The �lavours available in the Lipton core range include Peach, Lemon, Mango and Raspberry.

Ice tea is the fastestgrowing sub-category in soft drinks at 37%, with Lipton Ice Tea the number-one brand in the category.

Rachel Phillips, outdoor commercial director at Britvic, said: “Eighty-two per cent of value in soft drinks comes from 500ml formats, making this a key part of the range to get right. We advise

retailers to stock ice tea in chillers close to tills to drive impulse purchases.”

PRIYANKA JETHWA SEASONAL chocolate is the number-one impulse item bought at Christmas within food and drink, and to capitalise, retailers should stock branded items.

That was the advice from Mondelez, which said 70% of confectionery shoppers only buy branded items and that shoppers spent £937m on confectionery over Christmas 2018, growing twice as fast as food and drink over the same period.

At the launch of its 2019 Cadbury Christmas collection, �illed with 13 new products to tap into the £29bn Christmas food and drink market, Mondelez trade communications manager Susan Nash said novelties

To see the new range, head to betterRetailing.com/ products/cadburychristmas-2019

Athlete Ben Stokes Spooky surprise from Trebor promotion teams up with Red Bull Maynards Bassetts exclusive to indies

Green Tea KitKat is coming to the UK

MONDELEZ International’s new Trebor promotion, ‘Cash in a �lash’, is exclusive to the convenience channel.

The off-pack promotion offers consumers the chance to win money by purchasing any Trebor product and sharing a picture of the pack on treborcash.com.

The competition is being highlighted on posters, with more than 1,000 cash prizes up for grabs on the spot, including £1,000 in cash.

The promotion follows on from the brand’s convenience-exclusive campaign earlier this year, ‘Get minted’. The competition delivered a 6.2%

sales uplift across the Trebor singles range in independent and symbol group stores last year.

COCA-COLA Great Britain has partnered with Merlin Entertainments to offer a 50% discount at its parks in exchange for recycling an empty plastic bottle.

The 23 machines will be available at UK attractions, including Alton Towers Resort, Thorpe Park Resort, Chessington World of Adventures Resort, Legoland Windsor Resort, Sea Life Blackpool and

Warwick Castle Resort.

Leendert Den Hollander, vice and general manager at Coca-Cola European Partners, said: “As part of our sustainable packaging strategy, we’re determined to make recycling on the go easier. Ultimately, we want to reach the point where 100% of our packaging is collected, reused or recycled – and where none of it ends up as litter.”

The sun shines on new Fifty per cent off Lipton Ice Tea advert attractions with CCEP

30 JULY-12 AUGUST 2019 betterRetailing.com

07

Spicy additions to Grabits’ range

Go pig or go home with Treasury Wine

INSPIRED by Mexican and Indian cuisine, Grabits is launching two limited-edition �lavours of its Chicken on a Stick snacks.

Habanero Mango and Vindaloo joins the original line-up, including Original, Chinese and Nice & Spicy �lavours.

Felipe Castillo, head of marketing and innovation at Tyson Foods Europe, said: “Grabits were initially developed as a healthier alternative to standard high-calorie snacks.

“As well as adding variety to the usual snacking options, this same concept was applied to the Vindaloo and Habanero Mango �lavours.”

The limited-edition chicken sticks are available from Booker and Spar wholesalers.

TREASURY Wine Estates (TWE) is launching its �irst multi-country-of-origin wine range, Squealing Pig, into the UK market.

Squealing Pig will include a selection of wines from Australia, New Zealand, France, Argentina and Italy all under one brand. They will all be equipped with TWE’s on-pack Living Wine Labels augmented reality app technology, available with an RRP of £10.

The Squealing Pig range includes Sauvignon Blanc, Chardonnay, Malbec, Primitivo, Picpoul de Pinet and Grenache Syrah Carignan.

Kirstie McCosh, European marketing director at TWE, said: “TWE will support the

launch of Squealing Pig with a marketing campaign comprising in-store, social, digital and sampling activity. In�luencer marketing and social media content will tell the story of the brand while encouraging consumers into stores.”

AS JOHNNIE Walker gets ready to celebrate its 200th anniversary in 2020, Diageo Reserve has launched a new campaign focussing on the whisky highball.

The highball campaign includes new outdoor, digital and in-store activations, with a major focus on showing up in cities.

John Williams, Johnnie Walk-

er global brand director, said: “The popularity of the whisky highball is soaring right now – and it’s easy to see why. It’s where the ease and refreshing taste of a cool beer meets the colourful world of cocktails.

“And for those who think they won’t like whisky, it’s a game-changer.”

A sparkling addition A global highball of to your drinks chiller a whisky campaign CAWSTON Press has launched a new Sparkling Orange �lavour, available to buy through Creed, Brakes and Drink Warehouse.

The new �lavour uses Seville orange puree, sparkling water and apple juice, and contains no added sugar and no arti�icial sweeteners.

Steve Kearns, managing director at Cawston Press, said: “For many of us, the words ‘�izzy orange’ bring back happy childhood memories. But to our adult palates, most of them taste syrupy.

“By removing the added sugar, we’ve given �izzy orange a makeover.”

The rest of Cawston’s sparkling range includes rhubarb, cloudy apple, elder-

�lower lemonade and ginger beer �lavours.

Dutch chocolate drink Clean up with a friendly conscience lands in the UK TAPPING into the impulse market, FrieslandCampina has launched Chocomel, a creamy chocolate drink.

It is available in single 250ml cans with an RRP of £1.65.

Kate Allison, marketing manager for FrieslandCampina, said: “For more than 80 years, Chocomel has been a favourite in the Netherlands.

“We’ve already seen this success replicated in other countries, such as Belgium, and the time feels right to bring it to the UK.” Win £50-worth of stock by turning to page 15

UNILEVER has launched Cif Ecore�ill, a concentrated shot that allows consumers to re�ill and reuse their spray bottles.

Made with 75% less plastic, Cif Ecore�ill attaches to regular Cif Power & Shine spray bottles.

Shoppers have to �ill the bottle with tap water, twist and click the Ecore�ill, and concentrated liquid is released into the bottle.

Cif Ecore�ill will also save consumers money as they now only need to purchase Cif Kitchen and Cif Bathroom Power & Shine once (RRP £3.30).

They can then use Cif Ecore�ill to top bottles up at a lower RRP of £2.50.

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PRODUCTS

08

BAT launches Vype ePod and nic salt flavours PRIYANKA JETHWA FOLLOWING in the steps of MyBlu and Juul, British American Tobacco (BAT) has launched Vype ePod, its latest pod-mod device.

The new Vype ePod is available to buy online with an RRP of 19.99 for the starter kit and £6.99 for a pack of two cartridges The starter kit includes

the ePod device, one Tropical Mango cartridge (18mg/ml) and a micro USB charger.

Cartridges come in �ive nicotine salt �lavours, including Golden Tobacco, Tropical Mango, Chilled Mint, Very Berry and Vanilla Medley.

Nicotine salts offer consumers a stronger hit and a nicotine release more comparable with traditional cigarettes.

Speaking at the launch earlier this month, Nigel Hardy, head of nextgeneration at BAT, said compared to popular competitors, Vype ePod offered a larger cartridge size (1.9ml compared with 0.7ml), more uses per cartridge (275 compared with 200) and longer battery life.

“The vaping market is worth £1bn in value, so to

succeed, we had to change our consumer offer to re�lect trends.

“People are looking for devices that are less harmful, less costly and with minimum complexity.

“As a result, there has been a rapid growth in closed systems – and it’s these that are driving growth in the market,” he added.

Taking a squeeze out of the juice market AMC Group’s FreshJ is a new range of freshly squeezed juices. It is available in orange, cloudy pressed apple, ruby grapefruit and Sicilian lemonade �lavours (2.27l), as well as a 750ml lemon juice and lime juice.

The juices can either be served alone or used as a mixer for mocktails, cocktails and spritzers.

Mike Bullock, director of

fresh foods UK at AMC Group, said: “The freshly squeezed market is worth £18.1m and is growing 15.6% year on year.

“We are also the only manufacturer in the UK to have access to our own orchards via the AMC Group, meaning we have an unlimited supply of fruit and the capability to produce 100% of the country’s freshly squeezed juice.”

*Source: Nielsen Value Sales, Mints, w.e. 15.06.19

Hells campaign freshens up key cities

For more information go to deliciousdisplay.co.uk UK & ROI, 18+. Promotion Period: 8:00 on 29/07/19 – 21:00 on 1/09/19. Internet access, personal e-mail, ability to take + upload a photo required. Buy a pack of a Trebor product, visit treborcash.com, enter your details + scan the front of pack (with the Trebor logo) between 8:00 & 21:00 each day during the Promotion Period for a chance to win. Winners selected by predetermined winning moments. 1 entry per person per day. 1 prize per household per week. Purchase necessary (excluding NI) Prizes: 604 x £5, 418 x £10, 220 x £20, 83 x £50, 20 x £100, 15 x £250, 3 x £500, 2 x £1,000 available to be won (or € equivalents). Claim on website at the time of winning. Retain packaging and receipt. Mondelez Europe Services GmbH – UK Branch, UB8 1DH. See treborcash.com for full T&Cs + NPN for NI.

FOLLOWING Camden Town Brewery’s 2018 ‘Hello Hells’ campaign, the brand has kicked things off with its latest campaign, ‘Fresh as hells’.

It will roll out across outdoor, print and digital, marking the brand’s biggest investment in advertising to date.

The campaign will spread across key target cities including London, Leeds, Manchester, Liverpool, Bristol and Edinburgh.

Andre Amaral, the brand’s marketing director at Camden Town Brewery, said: “Fresh as Hells pays homage to the fresh taste of Camden Hells Lager and to the mindset of Cam-

den Town Brewery of doing things differently to make them better.”

30 JULY-12 AUGUST 2019 betterRetailing.com

London paints the town banana yellow THIS summer, Chiquita Brands is returning with its ‘We are bananas’ campaign.

The activity builds on the brand’s 2018 campaign, and looks to raise awareness of Chiquita Bananas among the brand’s key target audience of mums and millennials.

Spread across several key London bus routes, the ‘We are bananas’ wrap-around makeo-

vers will feature designs incorporating the brand’s blue and yellow branding and slogans, including ‘Fruit that smiles back’, ‘Rush-hour refuel’ and ‘Travelling in a bunch’.

John Cockle, sales and market director for Chiquita Brands, said: “Last year, our buses sent social media bananas, with users sharing their snaps online.”

09

Accolade Wines launches Malb-Echo ACCOLADE Wines is introducing a new variety to its Echo Falls range with Malb-Echo Falls.

The launch taps into the increasing demand for US Malbec wine, which is growing 19% year on year, and has an estimated value of £244.5m.

It follows on from the launch of Summer Berries Pink Gin and ProsEcho Falls, and will be sold at an RRP of £6, with listings in Bestway, Landmark and Today’s.

David White, marketing director at Accolade Wines, said: “Malbec is seeing continued strong growth in the UK and is attracting new shoppers to the red wine category.”

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A new chocolate made Asahi premieres ad entirely from fruit campaign for summer NESTLE has announced it has created a dark chocolate made entirely from the cocoa fruit, using the beans and pulp as the only ingredients.

Nestlé plans to introduce the �irst product in Japan in autumn this year through its KitKat brand.

Patrice Bula, head of strategic business units, mar-

keting and sales at Nestlé, said: “We’re proud to bring chocolate lovers a new chocolate made entirely from the cocoa fruit without adding re�ined sugar.

“This is an innovation that uses the natural sweetness of the cocoa pulp to provide a pure chocolate experience.”

Smarties Llamas exclusive to indies EXCLUSIVE to wholesale and the convenience channel, Nestlé Confectionery has launched Smarties Llama Edition in single packs.

Alberto Pisanello, assistant brand manager for Smarties at Nestlé Confectionery, said: “We were quite taken aback by the love for our Unicorn Edition Smarties last year and we want to replicate that success with Smarties Llama Edition.

“2018 was the year of the unicorn, and trendy apparel, accessories and all kinds of food and drink appeared around the world featuring the pastel hues of the mythical creature.

“Last spring, Nestlé introduced Smarties Unicorn Edition, and the mix of pale pink and blue Smarties turned out to be a huge hit among chocolate lovers, baking a�icionados and Instagram in�luencers.”

ASAHI’S new multimillionpound advertising campaign for its super-premium beer Peroni Nastro Azzurro, ‘Vita con stile’, celebrates daily traditions in Italy.

It features a series of different stories, rolling out worldwide across digital, cinema and outdoor advertising.

In 2016, Asahi’s range expanded to include Peroni Nas-

tro Azzurro Gluten-Free, which continues to lead the market, with 51% market share of the gluten-free sub-category.

Peroni Libera 0.0%, also launched in the UK in January this year, is set to generate additional value by bringing style to the world of alcohol-free beer without compromising on the taste.

A Bloody Mary carries the can in the UK NEW London-based drinks supplier Bloody Drinks has announced the launch of its premium canned Bloody Mary into the UK market.

Available with an RRP of £4.99 in 250ml cans (6.3% ABV), the ‘clas-

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sic’ is the �irst in a new range, with the signature cocktail made with premium vodka, cream sherry and tomatoes.

All ingredients are not genetically modi�ied and contain no additives.

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PRODUCTS

10

Urban Eat aims for the top spot IN A bid to become the number-one food-to-go brand, Urban Eat has unveiled a new design, distribution drive and £5m campaign.

The 200-strong Urban Eat range is now divided into four sub-brands: Core, Deli, Street and Roots. Urban Eat Core contains classic �lavours, lighter and premium options, as well as a ‘Simply’ value range.

Rolling out with a teal design in a nod to Fortnum & Mason’s food range, Deli is primarily aimed at coffee shops, and contains products such as Smoked Salmon & Cream Cheese Bagels, as well as a range of hot boxes.

Urban Eat Street has been developed “to take street food to the mass market”, and includes Bacon Naan, Vegan Bean Burrito and Mozzarella & Tomato topped Flatbread.

Finally, Roots contains the brand’s vegan and vegetarian sandwiches and wraps.

Wayne Greensmith, head of category marketing at Adelie Foods, said the range would help retailers improve consumers’ perceptions of food to go in convenience stores.

“Currently, the perception of food to go bought from independent convenience stores is that it’s a bit grim. There are many stores whose customers do not even know they stock sandwiches, so we’re launch-

ing new PoS to shout about the range,” he said.

The brand has also moved to a four-day shelf life across 95% of its range. Retailers can order direct from Adelie

PRINCES has launched a range of new �ish products with the intention of growing sales in the category.

Infused Tuna Fillets and Mackerel Sizzle are aimed at a new audience for the supplier, targeting shoppers who are on the look-

out for healthy food that is convenient.

Infused Tuna Fillets is available with an RRP of £2 and Mackerel Sizzle is priced at £1.50.

The products will feature new pack designs as part of the supplier’s £5m rebrand.

SENDING a smile to the nation, Burton’s Biscuits is launching a new campaign for Jammie Dodgers, ‘Sweet at heart’.

It comprises Facebook, YouTube, outdoor and instore advertising.

Kate Needham, market-

CHRIS DILLON

Three-month follow-up:

CUSTOMER SERVICE In March, the IAA and the POST OFFICE visited RIKI MHATRE’s store in Newcastle upon Tyne to help him improve his customer service. Three months later, we find out what he has achieved

IAA ADVICE 1

Improve lighting around the till to better present your offering.

2

Introduce uniforms to ensure customers can easily identify staff.

3

Write down and communicate clear customer service expectations for staff.

THE RESULTS

Foods and receive delivery within two days.

The relaunched range will be promoted with print and digital advertising, as well as sampling activity.

Tap into health trends Jammie Dodgers gets sweet at heart with Princes fish ing director at Burton’s Biscuits, said: “The campaign will use a series of humorous images showing the antics that children enjoy – from cheeky shortcuts when they’re out of jam to attempts at ‘helping’ with the baking.”

15%

Since introducing increased footfall uniforms, we have since improving a better customer lighting relationship. Better lighting has made products easier to see, which is increasing sales, and staff have learned and applied customer service practices more effectively.

PARTNER ADVICE Riki was enthusiastic to improve his customer service, and I’m glad to see the positive effect these simple changes have made to his store.

Creating a relationship with your customers is vital to attain customer loyalty.

Peter Johnson Head of Network Development Post Office

KEEP SHOPPERS COMING BACK Call us on 020 7689 0500 to find ways to better serve your customers and how you can be a part of the next visit programme.

Next time: In-store Display

Don’t miss out on Radnor Splash Halloween cider sales reformulates water WHILE cider is typically perceived as a summer drink, it’s important that retailers don’t underestimate the value of the category all year round.

This is according to Heineken, which, in its cider report, highlighted that cider remains a popular choice among 18-to 25-year-olds.

Toby Lancaster, category and shopper marketing director at Heineken, said: “The start of university drives a spike in sales, with students opting for more fruity tastes.”

He added that Halloween is the second-biggest drinking occasion of the year, and presents an opportunity to drive cider sales between autumn and Christmas.

“For Halloween, fruity cider, such as Strongbow Dark Fruit, is a must-stock.

“With shoppers around Halloween purchasing cider to take to social occasions, small packs and large single bottles are the perfect size to stock.”

RADNOR Hills has reformulated its �lavoured water range, Radnor Splash.

The supplier has also introduced a new-shaped bottle for the 500ml variety, which is recyclable, with an RRP of 60p.

The Radnor Splash range is available in a 500ml still (sports cap) and a 330ml sparkling format in six �lavours, including Apple & Blackcurrant, Orange, Forest Fruits, Strawberry, Peach and its bestselling �lavour, Lemon & Lime.

30 JULY-12 AUGUST 2019 betterRetailing.com

Total CBD launches £1 tongue shots TOTAL CBD has launched a new range of cannabidiol (CBD) tongue shots with an RRP of £1.

Total CBD Tongue Shots are available in three strengths: low (100mg), medium (400mg) and high (800mg). Each pack contains four 1.5ml sachets of CBD.

It is estimated that around 300,000 people in the UK use CBD in some form or another, and the launch aims to make it accessible for more people.

Total CBD supplies wholesalers and independent retailers, and offers a range of display solutions.

11

Horlicks reveals new look and campaign HORLICKS has unveiled a contemporary new look across its range of hot drinks.

This will be supported by a digital, in-store and advertising campaign that focuses on encouraging shoppers to take a moment to escape the stresses of life, which is expected to reach more than 20 million consumers.

The packs will also promote that Horlicks contains 14 vitamins and minerals.

Michelle Younger, marketing manager at Horlicks, said: “A preconception of Horlicks is its strong association with sleep, but general relaxation is

a more important driver for consumption. Forty-four per cent of consumers say general relaxation is their reason for drinking it.”

TO kick off its partnership with Arsenal football club, Camden Town Brewery is giving away a pair of season tickets to a fan.

This also includes home

game beers for a whole year and a party for their mates in the Camden Town Brewery.

To enter, shoppers need to head to camdentownbrewery.com/arsenal.

New Forest Ice Cream Camden Town’s new updates summer range link-up with Arsenal NEW Forest Ice Cream has extended its range of wrapped ice creams and frozen lollies with three new products.

The �irst product, Salted Caramel Cone, is available with an RRP of £1.60, and joins the rest of the dairy cone range, which includes Mint, Vanilla & Chocolate and Strawberry �lavours.

Other launches include Double Bubble and Twisted Trio, both with an RRP of £1.40.

Make room for a Kids’ baking gets a Carnivor this summer Dr Oetker makeover PREMIUM Californian wine brand Carnivor is targeting barbecue fans this summer with a new campaign promising the ultimate pairing. #SteakSaturday will highlight the brand’s natural af�inity with red meat, bringing Carnivor’s strapline, ‘Meat was made for Carnivor’, across both digital and traditional media.

Through collaborations with social media celebrities, the campaign will encourage consumers to share pictures of themselves eating steak alongside a bottle of Carnivor for their chance to win a case of wine and a barbecue kit.

TO make kids’ baking even more fun, Dr Oetker has launched Wafer Dinos, Unicorn Sprinkles and Dinosaur Sprinkles.

Unicorn Sprinkles and Dinosaur Sprinkles (RRP £2) include coloured sprinkles and themed shapes that can be used as a cake decoration and as an ice cream topping.

Dr Oetker Wafer Dinos, RRP £1.79, contain nine edible wafers shaped like dinosaurs.

Emma Haworth, senior brand manager for baking at Dr Oetker, said: “Themed and

novelty baking is bigger than ever, and we know kids want to create bakes around their favourite characters such as unicorns or dinosaurs.”

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PRODUCTS

12

Snickers Crisp available to indies PRIYANKA JETHWA TO BE supported by a £1.2m digital and social media campaign, Mars Wrigley Confectionery will make Snickers Crisp available to Nisa retailers from next month.

The bar contains 97 calories and includes peanuts, puffed rice and caramel, coated in chocolate.

The lighter treat will come in blue packaging to make it stand out from the original Snickers bar. The RRP has not been con�irmed.

According to the company, the Snickers brand is now worth £69.4m.

The arrival of Snickers Crisp in the UK follows a string of big launches from

Mars Wrigley Confectionery, including M&M’s blocks, M&M’s Salted Caramel �lavour and Skittles Dips.

Gaurave Sood, of Neelam in Hillingdon, west London, said he �irst sourced the bars a month ago from a specialist wholesaler.

He added that he wasn’t concerned that the novelty will decrease if it becomes more readily available in the UK market, but instead predicts sales will grow.

“It has been a big seller for us, and I put it on the counter so people can see it. People buy

it as an additional purchase, bringing in

incremental sales. I sell it for £1 per bar.”

Budweiser partners with football events AB INBEV has announced a two-year partnership between Budweiser and the Premier League and La Liga.

The yearlong global campaign will include throwing exclusive viewing parties for fans, limited-edition packaging showcasing the league trophies and creating

content that highlights the players on the �ield and the cultural impact of the players off the �ield.

It will be backed by a new advert and outdoor advertising, and on-pack promotions will run from the �irst game, offering fans the chance to win tickets to matches.

Aero Bliss makes its single-pack debut

Brindisa introduces gazpacho on the go

RxBar takes over health food platform

FOLLOWING the launch of Aero Bliss in a carton format earlier this year, Nestlé has

SPANISH food supplier Brindisa has launched gazpacho in a new 330ml format.

Gazpacho is made using raw vegetables, including tomatoes, cucumber, peppers, extra virgin olive oil and sherry vinegar.

Monika Linton, chairman and product director at Brindisa, said: “Packed full of all of the taste and health bene�its of the 1l format, which is growing by 27.6% year on year, this new

RXBAR is a new protein bar range available in four varieties, with an RRP of £2.50 each and £27 for a box of 12.

Each bar is made with egg whites for protein, dates to bind and nuts for texture, and contains 12g of protein.

With minimal and contemporary packaging, it’s designed as a premium product.

The range comes in Chocolate Sea Salt, Blueberry, Peanut Butter and Coconut Chocolate �lavours.

introduced a new single format, in milk chocolate, which contains three individually wrapped pieces.

The bar is available across the market, with focus on the convenience channel, and has an RRP of 85p.

The launch is being supported with a media campaign, including outdoor, social and digital advertising, as well as sampling activity. The Aero brand will bene�it from £3m in media spend across 2019.

OMG30406 - Trade - Hero 6 Cans x3_Retail Express_540x150mm_V02.indd 1

330ml bottle is an ideal on-thego choice for shoppers looking for an authentic taste of Spain.

“The out-of-home market grew by more than 5% last year, driven by consumers choosing premium products.”

18/07/2019 10:48

30 JULY-12 AUGUST 2018 betterRetailing.com

Nitro Canned Cocktails’ Still sweet, but with biggest ad campaign 30% less sugar FUNKIN Cocktails is supporting its Nitro Canned Cocktails with a £1m nationwide advertising campaign, its largest investment in the brand’s history.

Running until September, the outdoor and digital campaign is targeted at consum-

ers on the go, and will appear at railway stations, by roadsides and on taxis.

Ben Anderson, marketing director at Funkin Cocktails, said: “Our advertising campaign will ensure that Funkin Nitro Canned Cocktails are seen by the nation.”

MONDELEZ has launched new Cadbury Dairy Milk 30% Less Sugar in response to over a third of consumers actively cutting down their sugar consumption.

Available in an 85g tablet and a 35g single bar, Cadbury Dairy Milk 30% Less Sugar contains no arti�icial sweeteners.

The launch will be sup-

ported by a £2m outdoor and digital campaign, with in-store materials available to retailers.

Katrina Davison, brand manager for Cadbury Dairy Milk at Mondelez, said: “The bars are a new addition, not an alternative to the wider range, and so should be stocked among the rest of the range.”

13

Enjoy the country life, Theresa May COUNTRY Life has premiered its new digital campaign, ‘Taste the freedom, taste Country Life’.

The initial advert depicts a lookalike of former prime minister Theresa May embracing her departure from No.10 Downing Street by reliving her so-called ‘naugh-

tiest’ moment, running through a �ield of wheat in the UK countryside.

Lee Willett, marketing director at brand owner Saputo Dairy UK, said: “In our latest campaign, we’re hoping to capture the attention of those considering trying something new.”

A canned flat white from Jimmy’s Coffee

A convenience Ben Shaws relaunches exclusive with Concha with new craft design

THE �lat white is the fastestgrowing over-the-counter coffee order in the UK, with sales increasing by 11% last year alone.

In response, Jimmy’s Iced Coffee is adding to its range with the launch of a canned Flat White Extra Shot, available in a premium black and gold can, with an RRP of £1.85.

CONCHA y Toro is back with a convenience-exclusive competition with Casillero del Diablo.

The supplier is offering shoppers the chance to win thousands of monthly Now TV passes throughout the summer when they buy a

75cl bottle of any Casillero del Diablo wine.

Casillero del Diablo is also on TV, as part of its longrunning partnership with Sky Cinema.

Now TV is a subscription-based video-on-demand service owned by Sky. The passes are worth £11.99 each.

REFRESCO is relaunching its carbonated drinks brand, Ben Shaws, with a new look.

The new bright pack design has taken

inspiration from its Yorkshire roots, rolling out across all its �lavours, including Cream Soda, Dandelion & Burdock, Bitter Shandy, Cloudy Lemonade and Root Beer.

A new-look website and regional sampling will support the relaunch.

Available from wholesalers now, the drinks are all below the soft drinks levy.

Kantar | Worldpanel Division | OOH | Total Barcoded Cans | Britvic/Pepsico Range | Number of Shoppers 52 w/e 21 Apr 19 **Kantar | Worldpanel Division | Total Barcoded Cans | Value Source of change within Total Carbonates.

52 we 21 Apr 19 vs YA. OOH incremental value: +£11.7m; Take Home incremental value: +£9.1m (incremental value = positive value contribution from new category shoppers and/or shoppers adding cans to their repertoire) ˜ Increase basket spend by activating the 2 for £1 at fixture and through active-sell.

*

OMG30406 - Trade - Hero 6 Cans x3_Retail Express_540x150mm_V02.indd 2

18/07/2019 10:48

14

DON’T MISS THE 9 AUGUST 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

DEPOSIT RETURN SCHEME: Will the UK follow Scotland’s ‘all-in’ plan?

“ALONGSIDE action on recycling, there will be new powers to introduce deposit return schemes (DRS) for drinks bottles. We need to work with business to make DRS as effective as possible and I believe an ‘all-in’ model will give consumers the greatest possible incentive to recycle.”

Michael Gove MP, environment secretary

RETAIL CRIME: How will new proposals strengthen victim’s rights?

The most popular juices and squashes in the convenience sector

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p1 Cover

17:36

The best independent retailers stay ahead by reading RN each week.

Do you?

ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 7689 3394 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

Mo Razzaq, Family Shopper, Blantyre, South Lanarkshire

We need to work with businesses to make DRS effective

How you can take advantage of the flavoured vodka trend and stock the best products for your shoppers

PLUS

“THIS shows how crucial building a Scottish system fit for purpose is. The chances are England will follow suit, and if our system is not fit for purpose, we will get ourselves into trouble.

We have put our concerns about glass forward to the government, but we need to make sure retailers’ voices are heard.”

“THIS consultation is the first stage in delivering our commitment to consult on a strengthened Victims’ Code, that will be both clearer and more responsive to the changing nature of crime and victims’ needs. We want the structure of the Code to change from a series of entitlements to a ‘living’ statement of rights.”

It is important those who are victims are made aware of their rights

“WE need greater recognition of businesses as victims of crime so that convenience retailers get the support they need. Crime has a profound impact on its victims, whether they are people, businesses or communities. It is important those who are victims of crime are made aware of their rights.”

James Lowman, chief executive, ACS

Ministry of Justice spokesperson

NEWSPAPERS: Will indies see benefit from Smiths News?

“WE have acknowledged the seriousness of late newspapers on businesses. We have worked closely with the NRFN and created protocol, which will automatically credit £5 for every live newspaper delivery that arrives at your store two or more hours after the required delivery time.”

Mike Makinson, retail channel controller, Smiths News

“NFRN members applauded Smiths for taking the bold step of automatically compensating its customers.

With news of an average 2% increase in its carriage charge, those same members are enraged and are accusing Smiths of giving with one hand and taking with the other.”

Smiths are giving with one hand and taking with the other

Stuart Reddish, national president, NFRN

AGE VERIFICATION: Why has the porn pass been delayed?

We are confident that this is going to work

“IN autumn last year, we laid three instruments before the house. One of them sets out standards that companies need to comply with. This should have been notified to the European Commission, and it was not. This will result in a delay in the region of six months.”

Jeremy Wright MP, culture secretary

“THE introduction of age-verification is a ground-breaking child-protection measure.

Age-verification will prevent children from stumbling across pornographic content online and means the UK is leading the way in internet safety. We’re confident that this is going to work.”

BBFC spokesperson

LETTERS

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15

jeet bansi

Letters may be edited

Meon Vale Londis, Stratfordupon-Avon

Stay on top of trends to drive your sales this summer

Why won’t Smiths pay out for claims and reruns?

SMITHS News’s level of contempt for the newstrade has reached a whole new level with their total disregard for the NFRN and newsagents in general.

The federation must now feel that all the time it wasdiscussing a solution to late deliveries, Smiths knew it was going to hike up the carriages. Why endorse this deal anyway?

Even if I am eligible for the £5 compensation deal – which, over the past year, I wouldn’t have been – the sum involved is even less than my daily deliv-

ery charge. Also, why is Smiths not going to pay out for claims and reruns? If the error is with Smiths, they should be held �inancially accountable, and if it’s a rerun, the publishers should be made accountable.

I for one cannot think that when Smiths do a rerun, the papers don’t reimburse them the extra costs involved, so why not pay us?

Guy Pollington, Pollington’s Newsagents, Surrey

Mike Makinson, Retail Channel Controller, Smiths

News said: “After our annual review of delivery service charges, the 2% average increase for our customers re�lects rises in our costs over that period.

“We do not take the decision lightly and are mindful of the impact on our customers, and we are also committed to investing in and improving our services to all customers.

“The average weekly increase is 93p and a large number of our customers will see no change or a reduction in their charges as a result of this review.”

TWEETS OF

I nearly choked on my Rice Krispies when I read that Smiths News and the NFRN had negotiated a £5 compensation deal when papers are two hours late.

I applaud the Smiths negotiator. I’ve been in this industry 38 years, and I can’t recall my newspapers being two hours late in a week, let alone a day.

Graham Doubleday, Doubleday Newsagents, Ashton-under-Lyne

Smiths News refused to provide a comment

THE WEEK

WIN £50-worth of Chocomel stock

RETAIL Express has teamed up with FrieslandCampina to give away £250-worth of product, split between five lucky retailers.

The prize consists of new luxury chocolate milk Chocomel. One of the Netherlands’ best-kept secrets, the velvety, smooth and creamy chocolate drink has only recently been introduced to the UK.

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.

Tweet us to get featured!

@retailexpress

When you buy your lotto tickets, even if you don’t win, your community wins.

We have raised so far in our store this year over £9,000. #ShopLocal #BuyLocal #Lotto #NFRN #IAA19 @TNLUK #AmazingStartsHere @NFRN_Online @IAAcademy @trudydavies1964

ONE of the biggest changes we’ve made in recent months is installing a Skwishee ice blast machine, which we came across at a trade show a few months ago in Birmingham.

We decided to get it as it fits our demographic perfectly and it looks good in our store.

As a bonus, it complements Each issue, one of seven top the milkshake retailers shares advice to machine we got in make your store magnificent January, without taking sales away from there.

With the recent good weather, sales have been phenomenal – especially in the first week we got the Skwishee machine. We stock the blue raspberry, mango and sour strawberry flavours, and it comes with edible straws. This is something we expected – as with all new products and services, people are keen to try them.

We always talk about new products to customers at the point of transaction, and I really encourage other retailers to do the same, as it helps increase incremental sales and keeps them in the loop.

The fact that both machines come with edible or recyclable straws enables our customers to feel more environmentally friendly, which is something people are more conscious of these days.

I think that, last year, cold drinks machines were still up and coming, and it was a category that was in development, but there are so many options out there now, so you are guaranteed to find one that matches your needs and store format.

Overall, it has increased our basket spend and brought in incremental sales – especially since it’s sugar-free, so parents are more willing to buy it for their kids after school.

In other product news, we started to stock KitKat Green Tea Matcha, which again, as a new product, has been a hit.

Even if customers don’t think it’s for them, they are still eager to try it, and we’ve had a few people comment that they haven’t seen it anywhere else – it helps establish us as being on top of trends.

We are loving this video of Dorking’s Independent Shops – from florists to framers and beverages to bridal, there are many independent retailers to discover. #ShopIndependent #ShopDorking #ShopLocal @retailmutual The past three months have been pretty intense. Forgive me for lack of contact, delayed payments and for being a bit miserable. However, I’m super proud to announce that it’s all been for our current 5th operation @stretfordfh and 10th business! @MitalMorar

Get in touch

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

CATEGORY ADVICE FOOD TO GO

16

MAKING A GO OF IT Food to go is one of the most exciting opportunities currently available to independent retailers, yet entering such a broad category can be daunting. DARYL WORTHINGTON looks at what retailers can do to make it work for their store

MARKET TRENDS THIS year, the food-to-go market has already risen by 4%, hitting £21.2bn. Retailers have tapped into this growth in a number of different ways, from offering fresh sandwiches or supplying a microwave for customers to heat up sausage rolls, to setting up areas serving hot food in their stores.

To make food to go work, retailers need to plan out how

they’ll draw customers to their offering. “As competition for food to go intensifies, convenience retailers are having to differentiate their offering to stand out from the competition,” says Richard Cooper, senior brand manager at Dr Oetker Professional.

“Shoppers will pay more and engage more with an operator if their experience is enhanced

the stat somehow. Be it through a quirky brand personality or an in-store experience, from customer service to speed of payment, shoppers will return if they feel they get more than just the product itself,” he adds.

At the same time, retailers also need to find solutions to issues such as wastage if they’re to make their food-togo offer profitable.

£21.2bn The value of the food-to-go market

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top tips Three tips for cutting wastage in hot food to go Know your busiest times If you’re doing hot food, such as pizzas and sausage rolls, make sure you know when your peak selling times are.

Find a way to record wastage Have a system in place so you know when things that aren’t scannable are being thrown out. This will help keep track of where wastage is happening and help you reduce it.

CROSSMERCHANDISING

Reuse, reuse, reuse Stock ingredients and products than can be used in more than one food-to-go offering. For instance, deli items that can also be pizza toppings.

INSTANT SUCCESS WITH instant hot snacks growing in popularity, they are a great way for retailers to take a step into the food-to-go market.

According to Partners for Growth, pot snacks like Pot Noodle account for two-thirds of the category, with an average of 209,000 people eating a pot snack each day.

Pot snacks are bought on

impulse 82% of the time, so it’s a great way to increase basket spend.

“Impulse sales are high because pot snacks are a quick and convenient snack option that require no pre-planning, preparation or chilling, unlike a homemade sandwich or salad, and can be consumed either out-ofhome or in the workplace – for

example, in offices or building sites,” says Matthew Trembath, channel category manager at Unilever.

Pot snacks are especially popular as a lunch food-to-go option. Fifty per cent are eaten at lunch time, with 70% consumed on the go along with a soft drink, crisps or confectionery.

“With the typical customer pushed for time and not wanting to spend ages looking for what they want, retailers can capitalise on impulse purchases by making sure pot snacks are visible and located in hightraffic areas.”

FOOD to go is a great way to encourage link purchases in your store and increase spend. Kate Sykes, marketing manager at Lantmannen Unibake, notes that coffee is present in more than a quarter of all food-to-go trips.

“Therefore, cross-promoting sweet bakery items with drinks, such as coffee, on menus presents outlets with a huge opportunity to increase the spend of existing customers,” Sykes explains.

She suggests placing freshly baked pastry items, such as apricot or apple crowns, cinnamon swirls and croissants, in grab bags at tills and alongside coffee machines to increase impulse sales.

She also suggests offering customers an opportunity to sample key products to show off how good they taste.

Soft drinks are another way that linked purchases can be set up with food-to-go options to increase basket spend.

HUNGRY FOR SALES?

72% of your shoppers want meal deals.1 Include the best-selling soft drinks in your offer to shake up food-to-go sales.

Visit www.lrsuntory.com/trade for more retail insight 1

IGD ShopperVista Food-to-go, Q4 2017 to Q4 2018

“Soft drinks and food to go are a key pairing, especially considering food to go is the key mission for over 40% of single-serve soft drinks shoppers,” says Rachel Phillips, out of home commercial director at Britvic.

According to Lucozade Ribena Suntory (LRS), soft drinks sold alongside food is an £18.9m growth opportunity in independents in the next three years. “Fifty-one per cent of shoppers in symbols and independents buy lunch without a soft drink,” says LRS wholesale channel director Matt Gouldsmith.

“Packaging items up into meal deals is a great way to reinforce your food-to-go range.

The biggest barrier to purchasing more food and drink on food-to-go occasions is having no or a poor meal deal offer, so creating exciting packaged deals will help boost sales of both food to go and soft drinks ranges,” Phillips adds.

CATEGORY ADVICE FOOD TO GO

30 JULY-12 AUGUST 2019 betterRetailing.com

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ACADEMY IN ACTION

HOW RETAILERS ARE CUTTING WASTAGE IN FOOD TO GO ONE of the biggest concerns for convenience stores looking to branch into hot and fresh food to go is dealing with the cost of wastage.

This is an issue for retailers whatever scale they run food to go on, from a small range of sandwiches in their fridges, to a freshly prepared offering in store, as the products often have short shelf lives.

Dan Brown, from Pinkie Farm Convenience Store in Musselburgh, East Lothian, runs a large food-to-go offering

in his store, including a bakery, pizzeria and deli. He says it’s important to always record wastage.

“The danger retailers fall into is not recording the things that can’t be scanned. So, if it’s not scannable, they’re not keeping track of what’s being thrown out. That’s when money can be hemorrhaging out of a business without even realising it.”

Getting as much use out of products as possible, according to Brown, is another way to

save on wastage. “On the first day, we’ll have our shelves rammed full of croissants. On the second day, we’ll fill the croissants with sandwich fillings as they’re better for that on the second day as they’re firmer,” Brown explains.

“There are a lot of different opportunities around using one product for multiple foodto-go items. We’d never bring in an ingredient we can only use in one thing.”

Imogen Kelly, who runs the 1,000sq ft Londis Stour Road

in Dorset, also has food to go in her store that includes hot slices of Chicago Town Pizza. To avoid wastage, she takes careful notes of when her peak times are, and plans around those.

With her store just a short distance from a school, her pizzas are very popular at lunch and in the afternoon. For that reason, she’ll make sure her pizza display is well-stocked at those times, but avoids filling it up at times when she expects demand to be low.

Three-month follow-up:

MARKETING TO CUSTOMERS Three months ago, the IAA and LUCOZADE RIBENA SUNTORY visited AMIT PUNTAMBEKAR’s store in Cambridgeshire to help him improve his marketing to customers.

Now, we find out what he has achieved

IAA ADVICE 1

Place stickers on meal-deal items to show what products are included.

2

Tailor digital screen promotions to the time of day, and use moving images.

3

Create staff recommendation cards and place them around the store.

THE RESULTS

SUPPLIER

VIEW

HOT FOOD TO GO

New ranges and flavours

Richard Cooper, senior brand manager, Dr Oetker Professional “HOT food to go has been highlighted as the area shoppers most want to see range expansion in, and there are several benefits to convenience retailers who answer this demand; the smell and theatre in store around hot food often leads to shoppers buying on impulse.

“It also unlocks higher footfall as well as new day-part missions including evening meals. In fact, food to go has a role to play whenever shoppers are hungry or thirsty, and this goes beyond lunch times.

“Sixty-one per cent of shoppers have completed a food-to-go mission for an evening meal, just 10% behind lunchtime missions.

“We’ve also learned that a third of food-to-go consumer visits are motivated by speed, so offering timesaving quality food can lead to increased sales.”

86%

Placing stickers on increase in meal-deal items was sandwich sales really simple and our sales almost doubled. My team is upselling the meal deal, helping overall sales. Staff recommendation cards have been beneficial to sales, and customers are really enjoying them.

PARTNER ADVICE It’s great to see that stickers to help highlight Amit’s meal deals have improved sales. Marketing to customers effectively will result in more shoppers. A few simple changes can see an increase in basket spend.

Loren McErlean Commercial Planning & Strategy Manager Lucozade Ribena Suntory

ATTRACT NEW CUSTOMERS Visit betterRetailing.com/academy-in-action to up your marketing strategy and see how you can be a part of the next visit programme.

Next time: Availability

F L AV OURE D GIN I S IN G R OW

TH

CATEGORY ADVICE SUMMER ALCOHOL

SERVING UP HIGHER SALES Summer is here, which means alcohol sales are on the rise. TAMARA BIRCH explores the top summer alcohol launches in each category and reveals how retailers can tap into the latest trends to maximise sales

SUMMER SUCCESS THE UK experienced recordbreaking temperatures in 2018, resulting in many customers spending their weekends on the beach, or having picnics and barbecues.

UK summer weather is difficult to predict, but retailers can be prepared by stocking an alcohol range fit for heatwaves.

Alcohol sales tend to in-

crease in the summer months as shoppers participate in more social events.

Retailers should speak to customers and find out about trends, and adapt their ranges accordingly – for example, by stocking pre-mix cans. Key spirit trends this year are flavoured gin, rum and ready-todrink cans.

Retailers need to group sub-categories together to drive sales and increase spend, and make sure customers can view the full category rather than having to scan left or right to find products. Place premium brands on higher shelves to ensure you are capturing customer attention.

30 JULY-12 AUGUST 2019 betterRetailing.com

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CATEGORY ADVICE SUMMER ALCOHOL

22

top tips

the stat

£11.1bn

Dan Amin, owner of One Stop Aldermoor in Coventry, says key to driving sales is merchandising alcohol displays effectively. Here he gives his top tips for drawing customers’ attention to bestsellers

The value of the UK spirit market

Build a display near the door and tills “Our alcohol display is the first thing my customers see when they enter the store, and it’s also near the counter. This location means the alcohol is near the team, for better security, and they can upsell promotions.”

Make the most of local and national events “Sport is a big thing, so we tailor our promotional stock around major sporting events. Throughout the Cricket World Cup, we had a display of Carling in the shape of a chair and our alcohol flew off the shelves.”

Make the most of your promotions “Being a One Stop, we have ongoing promotions throughout the year that our competitors find hard to beat. Having good promotions has had a massively positive effect on our sales, and alcohol remains one of our best categories – and continues to thrive in the summer.”

Know your customers “We are in a residential area and our customers know the brands they trust and will only purchase those. They are, however, becoming a lot more conscious of the products consumed, so we’ve been doing research on what will and won’t work for us.”

30 JULY-12 AUGUST 2019 betterRetailing.com

HEALTHIER CHOICES SHOPPERS are becoming conscious of the products they consume, the nutritional offering and the impact the products will have on their daily life. The past 10 years have seen big category changes, starting with the surge in craft beer in 2012, the introduction of low-ABV flavoured drinks in 2014 and the rise of flavoured gin in 2017.

A Diageo spokesperson says mindful consumption is opening up opportunities for consumers to try new things. Until recently, no- and low-ABV products have been limited to

a number of low-flavour, lowABV beers, or high-sugar fruit juices. Times are changing, and a wide range of choice is opening up across a whole range of no- and low-ABV, low-sugar, low-carbonation or free-from products.

To capitalise on mindful consumption, retailers could place low-ABV alcohol in a high-footfall area, or in a chiller to drive sales throughout the summer.

Keep up to date with upcoming alcohol trends, and consider stocking a core range of lowABV products.

top tips Amit Puntambekar, of Ash’s Shop Nisa Local in Fenstanton, Cambridgeshire, shares his tips on driving summer beer and cider sales Talk to your shoppers “Getting customer recommendations on the products you stock is a foolproof way of increasing spend and have your customers returning. Customers remember which store has the products they need, and will continue to shop with a retailer if they have the right products.”

Stock a core range “We are in a small village, but we have a core beer and cider range that we know our customers want during the summer – and throughout the year, too. Stella Artois is a very popular brand for us.”

Stock various flavours “We don’t have a large range, but we stock more than one flavour of cider. We do this because our customers like a variety of flavours for impromptu heatwaves, but tend to stick to the same brands. Research the area you are in, and stock the products best suited to your location.”

summer options The spirit market – three lines to look out for this summer Smirnoff Infusions Infused with real fruit essence and natural ingredients, this range is available in Orange, Grapefruit & Bitters and Raspberry, Rhubarb & Vanilla.

Limited-edition Captain Morgan Seven limited-edition bottles have been released to help retailers tap into the personalisation trend. The Captain Morgan label has replaced ‘Morgan’ with seven different names: Drama, Banter, Comedy, Genius, Retro, Clueless and Karaoke.

Echo Falls Pink Gin Summer Berries Targeted at those looking for new gin varieties, Accolade Wines specifically created five new drinks recipes to promote its Summer Berries Pink Gin.

Be ready for a sudden heatwave “I stock my summer alcohol in line with the British weather, but it can be temperamental, so I’m usually prepared just in case. During sudden heatwaves, our alcohol sales go sky-high.”

#LSS19

CONNECT. INNOVATE. GROW. Join more than 100 like-minded retailers looking for ideas, stand-out suppliers and action plans that will help the convenience sector thrive. Take advantage of a full day of panel discussions, strategic sessions and networking opportunities.

Register your interest to attend at betterRetailing.com/lss/register Headline partner

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Licensing

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ALCOHOL LICENSING

Premises licence applications to sell alcohol Personal license applications REGISTER FOR SELLING TOBACCO UNDER TRACK AND TRACE REGULATIONS

PR Retail Consultants Ltd

is a long established licensing company Please telephone Robert Jordan BSc(Hons)

01279 850 753 or 07774044585

l We can apply for your alcohol licence or vary existing hours and lay-out of premises l We can also represent you at hearings and reviews of premises licences

Established 2005

NFRN

“NFRN Retail Standards can help you implement or maintain “NFRN Retail Standards caneffective help procedures to support and achieve you implement or maintain effective successful business growth.” procedures to support and achieve successful growth.”

Our library ofbusiness Training Modules, Fact Sheets, Risklibrary Assessments andModules, Checklists is invaluable Our of Training Fact Sheets, and available free to members.

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Reach 48,000 retailers every fortnight – contact Matthew Oliver on 020 7689 3367 or adteam@newtrade.co.uk

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PROFILE

26

30 JULY-12 AUGUST 2019 betterRetailing.com

RETAILER PROFILE SWARTI RABADIA RABADIA CONVENIENCE Location: Leigh, Manchester Shop size: 1,600sq ft Staff: Four full-time, three part-time

‘USING SNAPCHAT KEEPS MY STORE MODERN’ TAMARA BIRCH SWARTI Rabadia began managing Rabadia Convenience nine years ago having left college to do so, but took the big step of buying the Go Local sister store outright last year.

“I learned on the job. Everything I know about retail, I’ve learnt in this shop,” Swarti says. “I remember being nervous, but I did what I had to do and now I can’t picture doing anything else.”

Swarti quickly discovered she was part of a predominately male-led industry, but this made her more determined. “At �irst, I was quite shocked about how male-dominated independent retail is and it was quite frustrating, but I’ve now found my feet and we’re making a success of the business as each month passes by,” she explains.

Part of the next generation of independent retailers, Swarti knows the importance of social media and the positive impact it can have on a business. “We have a wide variety of customers, from families to elderly shoppers,

but we keep in touch with our community via social media,” Swarti says.

“I didn’t want to run a business that’s just about making money, I want to know my customers and �ind out how I can personally help in their day-to-day lives.

“We’re friends on Facebook with a lot of our customers, so we know when they have a social event going on. When I �ind this out, I’ll make sure to order in products I think they’ll need.”

For her younger customers, Swarti advertises new confectionery product lines and soft drinks on Snapchat.

“Snapchat has worked really well for us, especially as we have a lot of schools nearby.

“The younger generation are born with technology, so to boost our sales it became imperative we used social

Why should you care about illegal tobacco?

media to its full potential,” she explains.

Swarti found her niche by making sure she becomes the ultimate destination for her local community.

Recently, she provided alcohol for a wedding she found out was happening – building her presence in the local community and giving back.

“Without customers, we have no business, so I do what I can to help the community I live in,” she adds.

“Our customers are like family to us, and we want to

EVERY YEAR I SET MYSELF A GOAL AND I WON’T GIVE UP UNTIL I’VE ACHIEVED IT

know them socially, too, so we can meet their needs.”

Taking pride in her business, and wanting to adopt a modern approach to retail, Swarti is always looking for ways to improve, and says she is constantly learning.

“Every year I set myself a goal and I won’t give up until I’ve achieved it.

“Most recently, I had a goal of giving back to the community and increasing turnover, which we are continuing to work on,” she says.

Moving forward, Swarti is working on building her presence on social media and partnering suppliers to improve her business and drive sales.

“We are always improving and remerchandising every few months to see what works well for us,” she says.

“I’m always thinking of ways to help our customers, and I’m always buzzing with ideas on how we can upgrade our store.”

1 Keep persevering “I set myself yearly goals, and, although this can be frustrating for us at times, persisting with targets helps us become better retailers – and improves our store,” Swarti says. social media 2 Maximise to its full potential “We advertise heavily on social media, because it’s the quickest way to alert our customers to any upcoming promotions we might have – and it gets them excited, too,” she says.

To see more photos of Swarti’s store, go to betterRetailing.com/rabadiaconvenience-manchester

hreatens t o c c a b o t l a Illeg mages a d , s d o o h li e retailers’ liv contains d n a s ie it n u comm ingredients. d e t la u g e r n u Follow @suspect_report

pride 3 Take in your store Swarti says: “I strive to be innovative, and I like to keep my store presentable for my customers so they want to return. I also get involved in community events throughout the year.”

Contact us

0800 0495992

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