Retail Express - 6 October 2020 by BetterRetailing

THE NEW ILLICIT TRADE

• How criminals are responding to Covid-19 by finding new ways to sell illegal tobacco • Retail Express uncovers scale of the online black market as sellers exploit Facebook flaws P3

6-19 OCTOBER 2020 STRICTLY FOR TRADE USERS ONLY

refresh your

g&t New

PMP bottle available from November

Enjoy Beefeater responsibly.

UK BOOZE CURFEW THREAT

BUSINESS RATES SUPPORT

RETAILER ADVICE

Greater Manchester mayor proposes alcohol curfew to curb pandemic rule-breakers

Industry calls on government to extend rates protection for small shops

Three retailers explain how they get customer feedback and implement it in their stores

BACK PAGE

NO.1 RED WINE IN THE UK*

Enjoy Campo Viejo responsibly. * Nielsen Total Coverage, Value Sales, MAT to WE 13.06.20

SECURITY ROUNDTABLE Retailers and crime experts have their say on the fight for secure stores P16-17 ROUNDTABLE

Megan Humphrey Nick Fisher Samantha Gunston

Mital Morar Gareth Lewis Steve Bassett

6-19 OCTOBER 2020 STRICTLY FOR TRADE USERS ONLY

Bay Bashir

FIGHTING BACKE AGAINST CRIM

Hussan Lal Vince Malone

Attendees Retailers

Bay Bashir ve stores Owner of fi in Middlesbrough

Gareth Lewis &

Loss prevention security services manager at The ve Southern Co-operati

Lal Hussan Mirren

Owner of St Food Store Limited in Paisley

Mital Morar stores in Owner of six Manchester

theft an increase in shop the country facing up with With retailers across months, RETAIL EXPRESS teams a video top retailers over and violence in recent recognition and six FACEWATCH facial they can do to keep their staff safe call to find out what

Retailers

t Steve Basset Londis Owner of four stores in Dorset

Vince Malone Owner of Tenby Stores in Pembrokeshire

THE NEW ILLICIT TRADE • How criminals are responding to Covid-19 by finding new ways to sell illegal tobacco • Retail Express uncovers scale of the online black market as sellers exploit Facebook flaws P3

UK BOOZE CURFEW THREAT

BUSINESS RATES SUPPORT

RETAILER ADVICE

Greater Manchester mayor proposes alcohol curfew to curb pandemic rule-breakers

Industry calls on government to extend rates protection for small shops

Three retailers explain how they get customer feedback and implement it in their stores

BACK PAGE

Facewatch CEO

Nick Fisher CEO Facewatch

Host

Megan Humphrey editor Retail Express

our say

Megan Humphrey, editor

The gov’t must improve communication to retailers A LOT has happened since I last spoke to you. The rate of coronavirus infections has been on the up, and the news was met with nationwide restrictions from prime minister Boris Johnson. A number of the rules directly affect independent retailers, but, as always, not enough guidance has been produced to ease concerns. Take the announcement that retailers and their colleagues would now need to wear a face mask in store. It took the government a further 36 hours to produce any kind of legislation outlining that retailers serving behind a screen would be exempt, and a covering wouldn’t be required in the stock room. I fail to understand why it takes so long for any supporting material to be made available to frontline workers during this coronavirus pandemic. Understandably, retailers are feeling apprehensive about what the future holds, for their business, as well as their health. It would be appreciated if ministers were able to recognise that, and to prevent any unnecessary worry for those the IT TOOK THE public have relied on during the GOVERNMENT pandemic, and will continue to rely on in the coming months. 36 HOURS TO With the government failing to PRODUCE ANY do so, we took it upon ourselves to find out how the rest of the LEGISLATION convenience industry is preparing for a second wave. If there is anything we’ve missed that you’d like clarification on, please do get in touch. In the meantime, we’ll do our best to fill our pages with the information you need to keep your business as strong as possible.

The five biggest stories this fortnight 01

Retailers slam new alcohol sale curfew proposals

MEGAN HUMPHREY RETAILERS have criticised proposals from Greater Manchester mayor Andy Burnham to impose a 9pm restriction on the sale of alcohol. Speaking on BBC Radio 4’s Today programme last week, Burnham said placing a curfew on the sale of alcohol in supermarkets and shops would prevent the public breaking coronavirus restrictions after pubs and restau-

rants shut at 10pm. “If there was a 9pm curfew on the sale of alcohol in supermarkets and shops, that would prevent a rush to the shops once the pubs have closed,” he said. Paresh Vyas, owner of Premier Droylsden in Manchester, told Retail Express: “I can’t see this being imposed on supermarkets, and if it were just enforced on convenience stores, then the mayor would have a riot on his hands.” He added: “Sales of beer

have gone up in my store since the curfew was implemented because people aren’t going out to drink anymore, and instead are going around people’s houses.” However, the early closure of pubs and restaurants has forced some stores to amend

their opening hours due to a rise in antisocial behaviour. Spar retailer Kevin Hunt made the decision to shut all his Hunts stores at 10pm, after “some stores were already experiencing problems with customers later in the evening”.

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

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

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

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

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

46,191

Insurance payouts

MOST retailers negatively impacted by the pandemic are entitled to compensation, a court has ruled. The case, led by the Financial Conduct Authority (FCA), found that most convenience stores are entitled to

HALF of CBD ranged brands could vanish next year due to the cost of following EU laws. From 31 March 2021, ingested CBD products released before 13 February 2021 must have a validated novel foods application to

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

Second wave prep

RETAILERS are carrying out various measures to prepare for a potential second lockdown, amid fears of increasing coronavirus infections. Stockpiling, monitoring staff well-being and preparing home delivery services

are just some of the measures being implemented, with some retailers paying for staff �lu vaccinations and counselling, and others improving their social media presence and home delivery offers to maximise sales.

Go to betterRetailing. com and search ‘second wave’ for the full story

CBD range threat

Audit Bureau of Circulations July 2019 to June 2020 average net circulation per issue

Reproduction or transmission in part or whole of any item from Retail Express may only be undertaken with the prior written agreement of the Editor. Contributions are welcome and are included in part or whole at the sole discretion of the editor. Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

claim against their insurance cover or receive compensation for previously denied claims, having examined the wording of business insurance policies. Eight companies were involved in the case.

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

Account manager (new business) Jimli Barua 020 7689 3364

Account manager Adelice Tatham 020 7689 3366

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be legally sold in stores. Simon Manthorpe, chief executive of regulatory advisory �irm Eos Scienti�ic, said it would cost brands half a million pounds to submit each line for approval, forcing brands to drop from the market.

PO consultation

POST Of�ice retailers will be asked how they want to be involved in developing and executing business decisions in a new consultation run by the group. Launched on 21 September, the 12-week consulta-

tion will involve a survey of over 8,000 postmasters. It will cover options like establishing regional forums. Post Of�ice retail and franchise network director Amanda Jones said: “We want to see postmasters thriving.”

@retailexpress facebook.com/betterRetailing

6-19 OCTOBER 2020 betterRetailing.com

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

Illicit sellers spot digital loophole during Covid-19 MEGAN HUMPHREY SOCIAL media giant Facebook has failed to remove a third of reported illicit tobacco sellers on its site, after being challenged. In just 30 minutes, Retail Express found 23 incriminating posts �logging illicit stock. Of the 12 reported directly to Facebook, only 64% were removed in 24 hours. Another 11 were �lagged via the site’s report function, and again only 64% were deleted. In addition, a day after searching for illicit sellers, Facebook continued to ‘suggest’ illicit products through its algorithm. When asked why the

posts hadn’t been removed already, despite breaching guidelines, a spokesperson told Retail Express: “We don’t allow the sale or advertising of tobacco-related products on Facebook, and when we �ind content that violates these policies, we take action.” The news comes after a new global report by JTI suggested a “signi�icant uplift” in illicit tobacco selling via online communities and mobile apps. The tobacco manufacturer explains how criminals are exploiting the pandemic and �inding ways to remain pro�itable during lockdown periods. Retailer Gaurave Sood,

owner of Neelam Post Of�ice & Convenience in Hillingdon, said the “huge savings” being offered by online sellers is fuelling the illegal trade. He told Retail Express: “The market is �looded with illicit stock and customers are openly admitting to buying it. “Social media and neighbouring shops have abundant stocks – the savings are huge, so I can’t really blame them.” JTI’s �iscal & regulatory affairs manager, Ian Howell, added: “We continue to support private prosecutions, the most recent of which was in September this year, when two

individuals who sold counterfeit tobacco via Facebook were �ined.” Imperial Tobacco’s trade

manager, James Hall, also urged retailers to report any suspected activity to the relevant authorities.

RETAILERS were left waiting over 36 hours for of�icial legislation from the government clarifying possible exemptions from the new face mask rule. Prime minister Boris Johnson revealed that retailers and their colleagues would be required to wear a face mask when in store in the House of Commons in September. The move was announced alongside a raft of new nationwide restrictions

following a rise in corona- back of�ices. Retailers with breathing dif�iculties were virus cases. However, not only were re- also told they could seek extailers given under two days emption from the rule. In response, Rotherhamto prepare, they also waited over 36 hours for the govern- based retailer Maqsood ment to publish of�icial legis- Akhtar told Retail Express: lation outlining the speci�ic “I still think this is unnecessary. Wearing a mask is dif�idetails around the rule. Eventually, the ACS re- cult for me after breaking my ceived con�irmation from nose in the past – it’s a nightthe Department for Business mare to wear out, let alone con�irming retailers behind a for 12 hours a day.” At the time, Johnson also protective screen while serving customers are exempt, announced that the penalty and a mask only needed to for customers failing to wear be worn in a public-facing a face covering in stores setting, not in stock rooms or would double to £200.

express yourself THE new measures cause a bit of confusion and it seems to be more generalised support. I’d like to see the government release support to help the retail sector directly. You’ve got the extensions to the payments of the bounce-back loans, but you’re just taking on more debt for a longer period of time. The furlough system has always really been for bigger businesses, and not the smaller convenience stores, and the changes seem to reflect that as well. Ken Singh, Mill Hill Stores, Pontefract

the column where you can make your voice heard

GOOD WEEK MAGAZINES: Defunct title Family Traveller is aiming to return to magazine racks by January, targeting families booking Easter and summer holidays. Founder Andrew Dent said the brand will print at least three editions next year. He said: “The industry has been paralysed for six to seven months. People travelling will want to buy travel magazines.” NISA: Wholesaler Nisa gained 304 new stores in the first six months of the year, as revealed in Co-op’s latest interim report. The increase represents a 40% like-for-like jump in recruitment. Co-op also revealed it had “got back on track” with store openings, following a pause caused by the pandemic. The results also showed Nisa retailers received greater-than-forecast share payouts related to the sale of the firm to Co-op. This was aided by lockdown sales rises helping more than expected to hit their targets.

BAD WEEK

Gov’t publishes mask guidance late MEGAN HUMPHREY

ALCOHOL: Retailers could face shortages of Fosters, Strongbow, Red Stripe and John Smiths after parent company Heineken admitted it faced production issues. One wholesaler explained: “On top of the supplier struggling to meet the increased retail demand, Heineken has now encountered production and raw material issues.” The brewer said: “We will maximise the availability where we can across the Heineken portfolio, but for the foreseeable future we will have some products unavailable.” UNITAS: A scheme allowing retailers to sample new products for free has been pushed back to the end of October. Unitas Wholesale’s Brand Box scheme, due to initially launch at the start of the year, will allow retailers to try products such as Lost the Pot Noodles and Red Bull Zero.

Will the government’s Winter Economy Plan help retailers?

THERE’S not much I can really say about the chancellor’s announcement last month as nothing really stood out that much. Yes, they’ve replaced the furlough scheme with a new job support scheme because it doesn’t make sense if you’re a retailer who still has staff on furlough. You’ve basically got an extra body of staff there for nothing. The announcements don’t really seem that relevant for retail as they are for other sectors who have been impacted by the pandemic. Mike Nichols, Costcutter Dringhouses, York

THE extended support will be important for retailers in city centres who struggled due to decreased footfall. Neighbourhood retailers have been in the very fortunate position to have benefited from increased sales during the pandemic. However, my main concern is the number of people who will abuse the system. You do not want this get to the point where it will cost the businesses who need it the most and the taxpayers. Samantha Coldbeck, Premier Wharfedale, Hull

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

Samantha Coldbeck

NEWS

‘Extend rates support for shops’ MEGAN HUMPHREY THE convenience industry has called on the government to extend business rates support for small shops beyond 2021. In March, the government announced a range of packages to protect businesses during the coronavirus pandemic. This included a business rates holiday for the 2020-21

financial year, and grants of £10,000 and £25,000, with eligibility depending on the rateable value of the properties occupied. Figures from the ACS’ Voice of Local Shops survey, conducted in August, revealed that 42% of retailers have been able to keep their store open when otherwise it would’ve had to close, had they not received the extra support. In addition, one in three

den shock in operating costs. Chief executive James Lowman said: “The support provided to retailers through the pandemic has been crucial in ensuring that they can keep trading and keep their communities going. “We must ensure that in the coming months, businesses are not hit with a sudden shock increase in their operating costs through hefty business rates bills.”

retailers said they have used government support to ensure their store is safe for colleagues and customers. Last week, the deadline for submissions to the first part of the government’s consultation on business rates reform closed. The ACS requested the need for support be extended beyond April 2021, with the future removal of the relief to be tapered to prevent a sud-

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Are you in favour of a rates support extension? Call Retail Express on 020 7689 3357

Asda sets sights on convenience format ASDA is to launch a new convenience format through a partnership with forecourt giant EG Group. The move is part of the supermarket’s ‘test and learn’ strategy, and the decision to trial convenience formats was influenced by changing customers behaviour in the pandemic. Branded ‘Asda On The Move’, the trial will take place at EG Group forecourts in Ashby, Leamore and Primley in the Midlands. EG Group also has an exist-

ing supply agreement with rival supermarket Sainsbury’s.

EIGHT MASK FINES IN SHOPS

THE police have only issued eight fines to customers failing to wear a face mask in shops, according to the National Police Chiefs Council. In the past two months to 17 August, the data revealed that a total of 46 fines have been handed out across England and Wales, with the majority on public transport. Fines for customers found not wearing a covering were

doubled to £200 for a first offence by prime minister Boris Johnson in September.

Food to go takes a hit due to Covid-19 • A £48m brand bought by 1 in 4 UK households!

• Drive your profits with Maryland Cookies, delivering seven consecutive periods of core cookies growth! 3

WWW.BURTONSBISCUITS.COM Source: 1 Combined Read MAT 52 w/e – Nielsen Scantrack (05.09.2020) and Powerview (06.09.2020), Value Sales. 2 Combined Read MAT 52 w/e – Nielsen Scantrack (05.09.2020) and Powerview (06.09.2020), Kantar World Panel Online 52 w/e (09.08.2020). 3 Nielsen Scantrack Total Coverage incl. Discounters 4 w/e periods to 05.09.20, Value Sales.

FOOD-TO-GO sales across all retail platforms fell 43% in 2020, wiping out £7.7bn in predicted sales. Previous IGD stats predicted a 30% increase in sales in convenience stores by 2024. However, its newly published update forecast a decline of 10% by 2022 due to changes in shopper habits likely to outlast the pandemic. Despite the overall decline, the sector’s share of the category was predicted to see a slight rise from 15.34% to 15.57% in 2022.

PRODUCTS

6-19 OCTOBER 2020 betterRetailing.com

Asahi relaunches Grolsch lager ASAHI is relaunching Grolsch Premium Pilsner back into the UK, with a new look and formula. Tim Clay, managing director at Asahi, said it plans for it to become a ‘top 10 premium lager brand’ in the UK within three years. The pilsner will now have an ABV of 4%, as opposed to 5%, driven by more consumers opting for lighter alcohol options. It’s made using a ‘double brew’ process. The supplier said it was taken out of the UK market 12 months ago when the joint venture between Asahi and Molson Coors came to an end.

This new recipe and ABV will only be used for Grolsch in the UK. The updated packaging will now focus on the brand’s Dutch heritage, as well as putting focus on its ‘swing-top’ bottle, which is available on its 450ml format. Other formats available to retailers include a 330ml crown cap, 440ml crown cap (from March 2021), 500ml cans and a range of multipack formats. There will be no Grolsch gift sets available this year as the supplier will focus its efforts on brand awareness. To support the relaunch, the supplier is investing £3m over the next 12

months, of which £2.1m will be spent on digital, outdoor,

ASTON Manor has announced the launch of its new hard seltzers brand, Sol Duc, as its first foray into the up-and-coming category. The range, which will be available in three flavours – Strawberry & Lime, Raspberry & Rose and Rhubarb & Ginger – combines spar-

kling water, vodka and fruit flavours. It has an RRP of £2 per can. Available now, the 330ml (5% ABV) cans contain 95 calories, no added sugar, sweeteners or colours, and are suitable for anyone following a gluten-free or vegan diet.

BURTON’S Biscuit Company is expanding its Maryland Cookies range with a Choc Chip & Coconut flavour, available exclusively to convenience retailers. Available now, the Choc Chip & Coconut variety will join the existing range, available in £1 price-marked packs (PMP), in 200g formats.

PRIYANKA JETHWA

video-on-demand and social media advertising.

Aston Manor launches New Maryland Choc Chip & Coconut hard seltzers brand The supplier said coconut & chocolate-flavoured biscuits are growing at 65% year on year within convenience, highlighting the demand for the flavour. It follows the supplier launching a new £1 PMP (200g) range, replacing its 99p PMPs (136g), earlier this year.

St Pierre taps into coffee culture

Rowntree’s Fruit Pastilles is now vegan

ST PIERRE is moving away from on-the-go to coffee culture at home, with the launch of individually-wrapped Butter Croissants and Chocolate Filled Croissants. It joins St Pierre’s current range, which includes Brioche Waffle, Millionaires Waffle, Caramel Waffles and Pain au Chocolat.

NESTLÉ Confectionery has changed the recipe of Rowntree’s Fruit Pastilles so that it is suitable for vegans. The new recipe will be used across Fruit Pastilles sweets, starting with sharing bags this month, and followed by

The supplier said sales of in-store bakery have declined due to heightened concerns around hygiene, and therefore more retailers and customers are asking for individually-wrapped morning goods and, specifically, croissants. St Pierre’s two new additions have an RRP of £1.

singles and multipacks in February 2021. Fruit Pastilles joins the supplier’s expanding range of vegan products, which includes Jelly Tots, Carnation vegan condensed milk and Nescafé Gold dairy alternative lattes.

PRODUCTS

Relentless gears up for DJ promo PRIYANKA JETHWA COCA-COLA European Partners (CCEP) has unveiled a new promotion to support its Relentless energy drinks range, giving shoppers the chance to win a DJ equipment package. Running now until the end of this month, the promotion will give three winners a complete home DJ kit from Pioneer DJ. Each prize includes DJ Bluetooth headphones, compact Bluetooth desktop speakers, and a digital DJ controller – to help amateur and professional DJs create and mix music. Ten runnersup will also receive a pair of DJ Bluetooth headphones.

The competition will be promoted with in-store PoS and via Relentless’ digital platforms. Consumers can enter through the Relentless website, and retailers can request supporting PoS – including posters, wobblers and barkers – from the CCEP Customer Hub Tools & Resources pages at cokecustomerhub. co.uk. Simon Harrison, vice president of commercial development at CCEP, said the energy category is a “driving force” within soft drinks.

“Relentless has a long association with the music industry, thanks to a series of marketing campaigns

The launch will be supported by a £2m campaign, which is the brand’s largest to date, spanning TV, video-on-demand and social media, and will reach 88% of its target audience this month alone.

NESTLÉ Cereals UK has launched Nat Bears, a cereal range that is individually wrapped in kid-sized portions. It is available in Honey and Chocolate �lavours, with each pack containing 32g of cereal. It has an RRP of £2.89, and comes in packs of six. Nat Bears is high in �ibre, with over 50% of whole

Old El Paso shakes up tortilla category IN what the brand is calling its biggest launch in a decade, Old El Paso has added Tortilla Pockets to its range, with an RRP of £2.50 for an eight-pack, and £4 for the meal kit. The pre-made tortillas are designed for for on-thego or mess-free dinners.

Budweiser gives packs a makeover BUDWEISER has launched an on-pack promotion and limited-edition Premier League packs to celebrate the return of the football season. Consumers must scan the on-pack mechanic and up-

load a photo of Budweiser or Budweiser Zero to be in with a chance of winning a range of prizes. The limited-edition packaging will replace the original Budweiser packs for selected lines until May 2021.

and promotions, including partnerships with Defected Records and global artists like Stormzy,” he said.

New portion-sized cereal for kids grain in each serving, and features the Nestlé Cereals green banner on pack. This signi�ies it contains whole grain as its numberone ingredient, and that it has at least 8g of whole grain per serving. The launch will be supported by a marketing campaign, including social media, digital and TV.

Rustlers challenges brand perceptions RUSTLERS is launching a campaign to challenge perceptions among consumers that its products are “not the best quality”. The brand’s ‘Better than you think’ campaign communicates that its products are made with 100% British and Irish beef. The campaign includes

PoS and a partnership with Deliveroo that will give away 20,000 Rustlers Quarter Pounders. The supplier said retailers would be supported by �ield sales visits and category advice. Retailers that use the Shopt app will be encouraged to stock three cases of Rustlers and receive £5.

Alcoholic gingerbeer makes UK debut ADDING to its range of premium drinks, Westons Cider is introducing Ranga Alcoholic Gingerbeer to the UK market. Ranga Alcoholic Gingerbeer is the number-one alcoholic ginger beer in New Zealand with a 71% market share.

At 4% ABV, Ranga is lightly carbonated and best served with ice and a slice of lime, and contains half the amount of sugar as other ginger beers. It comes in 500ml glass bottles, with bright orange labels for stand out in the fridge or on shelf.

Quorn launches Vegan Introducing Milkybar Pepperoni Slices Cookies & Cream QUORN has launched Vegan Pepperoni Slices, available now with an RRP of £2.20. It is the latest addition to the brand’s Vegan Deli range, which launched in 2018. The range consists of products including Smoky Ham Free

Slices and Chicken Free Slices, and is growing at 64% year on year. The supplier said the launch is designed to help retailers capitalise in the vegan deli category, now worth £15.5m.

NESTLÉ Confectionery is expanding its Milkybar range with a Cookies & Cream sharing block (90g), available from wholesale now with an RRP of £1. The bar will feature white chocolate with cookie pieces, and follows the introduction

of a new lower-sugar recipe in 2017, where the supplier increased the amount of milk in Milkybar by over 10%. The supplier admitted that by using more milk, it was able to ‘naturally reduce’ the sugar content without using sweeteners.

ACADEMY IN ACTION

6-19 OCTOBER 2020 betterRetailing.com

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

We’re here to help. Call 020 7689 0500 Name: Shop: Location: Size: Staff:

Vasanti Jesani Bargain Booze Atherton Atherton, Manchester 968sq ft One full-time, two part-time

PARTNER ADVICE

EFFECTIVE RANGING In part one of our 12-week programme, find out how the IAA and COCA-COLA EUROPEAN PARTNERS helped VASANTI JESANI create an action plan to improve her ranging

EFFECTIVE ranging is about stocking a range of core, niche and new products based on your shoppers’ needs and budget. Trade press and other retailers can help identify new and niche products, while working with suppliers can help retailers build a bestselling range. Read how Heidi Vossen-Barnes from Coca-Cola European Partners (CCEP) helped Vasanti Jesani hone her approach to ranging. Vasanti re-entered the business full-time last year and has built up a strong core range which has helped her gain – and retain – new customers during the pandemic. How can the IAA help her improve her range and generate higher sales?

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

Effective ranging is key to driving footfall. When Vasanti implements the advice, she has the opportunity to increase sales. Heidi Vossen-Barnes Independent Convenience & Fuel Senior Manager Coca-Cola European Partners

YOUR ACTION PLAN 1 Walk your shop

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

2 Benchmark your shop

WHY I TAKE PART There’s always an opportunity to improve, whether it’s delisting products or finding something unique that works for you. I want to offer the right range to my shoppers. Meeting Heidi from CCEP was great, and I’ve discovered simple ways to improve my range. I’m excited to implement the action plan and see the positive changes they have in store.

Use the checklist below, ticking all you see evidence of

Ensure a strong core range and review it regularly Analyse sales data and decide when to delist Identify new and niche products to stock Understand customer preferences

IAA ADVICE Analysing sales data and deciding when to delist

Identifying new and niche products to stock

Understanding your best and worst sellers

Vasanti uses her sales data to identify slow sellers, and delists them to make space for new products before trialling other factors to improve sales. How can she ensure she’s maximised sales before delisting?

Vasanti has spent time building her range, with a focus on alcohol. She wants to introduce local and niche products to expand her range and increase margin. Where can Vasanti source new local products?

Vasanti uses category reports from her till to work out which products to delist, but she doesn’t use the report to identify bestsellers. How can she use this report to help her decide which new products are likely to perform well?

Heidi says: “It’s important to determine why a product isn’t selling because a lot of factors need to be considered before it’s delisted. Before delisting, trial the product in a new position, or review your pricing to ensure it’s the product that’s not working. Capitalising on trends can help maximise sales and inspire shoppers.”

Heidi says: “Having a core range is vital for retailers, but to become a destination store for shoppers, local products are a great way to do this. Visiting local food fairs, or using local hashtags on social media, can help you to build relationships and offer a range different to your competitors.”

Heidi says: “Category reports can help retailers understand their range. By doing this regularly, retailers can discover which products are likely to perform well, or implement cross-category promotions around occasions like the big night in to encourage shoppers to purchase these products.”

ACTION Review your range and trial slow sellers in different locations before delisting.

ACTION Source new local suppliers by visiting food markets and using social media location hashtags.

ACTION Review bestsellers and use this data to help drive cross-category sales and make decisions on new line stock.

Plan and measure success

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

SATISFY YOUR TARGET SHOPPERS Visit betterRetailing.com/IAA to better serve your customers and see how you can improve in 11 other categories

Next time: Staff Development

PRODUCTS

Ribena Sparkling available now PRIYANKA JETHWA SUNTORY Beverage & Food GB&I, formerly Lucozade Ribena Suntory, has expanded its Ribena range with a Sparkling option, available in two flavours. Sparkling Blackcurrant will come in 500ml, 2l and 6x330ml multipack cans, while Sparkling Raspberry will come in 500ml and 2l formats. Price-marked packs are available on the 500ml and 2l

formats. The 500ml bottles are priced in line with existing Ribena products, at £1.09 or two-for-£2, while the 2l bottles will be price-marked at £1.79. The 6x300ml cans will have an RRP of £2.99. The new additions are aimed at shoppers looking for new flavoured fizzy drink options, and are designed to sit alongside retailers’ flavoured carbonates range in the chiller, separately from Ribena’s core juice drinks range. Head of brand Charlotte

Honeycomb & Nuts joins Cadbury range HONEYCOMB & Nuts, formerly known as Crunchy Honeycomb, is the latest flavour to join Mondelez International’s Cadbury Dairy Milk range, after winning a public vote. The bar features milk chocolate with crunchy honeycomb pieces. The new flavour has undergone a package redesign, and was the winner of the Cadbury Inventor 2020 competition against two other flavours – Blueberry

Flook said flavoured carbonates have grown by 7.1% in recent months, with it having one of the “highest penetrations of any soft drink category” at 81%. The launch of Ribena Sparkling will be supported by an outdoor, digital and social media campaign. The brand is also offering retailers an exclusive reward, which can be claimed through the Shopt app. Retailers can take advantage of this offer until 27 October.

Country Choice’s Halloween range COUNTRY Choice has launched its 2020 Halloween range, available now. This includes Funtime Chocolate Orange Doughnuts, which are chocolateflavoured doughnuts with an orange filling. It has a twoday shelf life once defrosted and comes in cases of 80. Halloween Gingerbread Pumpkins are ginger-flavoured biscuits, which come

in cases of 28, and can be thawed and served in their individual wrappers. They have a 28-day shelf life. Finally, its Spooky Halloween Cupcakes feature a chocolate sponge cake topped with vanilla icing and a chocolate pumpkin. The individually wrapped 85g thaw-and-serve treats have a 14-day shelf life, and come in cases of 20.

and Coconutty. The bar is available nationwide while stocks last, with plans to return in January 2021.

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6-19 OCTOBER 2020 betterRetailing.com

Jacob’s and Carr’s get ready for Christmas 2020 PLADIS has announced its 2020 savoury seasonal ranges for Jacob’s and Carr’s. The 2020 range includes: Jacob’s Twiglets Christmas Caddy (RRP £3.49), Jacob’s Mini Cheddars Christmas Caddy (RRP £3.49), Jacob’s Cracker Crisps Sour Cream & Chive Christmas Caddy (RRP £3.49), Jacob’s Treeslets Christmas Caddy (RRP £3.49), Jacob’s Biscuits For Cheese (RRP £10), Jacob’s Savoury Favourites Selection (RRP £2.19), Jacob’s The Festive Selection (RRP £4.29), Jacob’s Savours Flavour Assortment (RRP £4.29) and Carr’s Selection (RRP £3-7.50). This year, on the back of its sponsorship of Save the Children’s Christmas Jumper Day

2020, its caddies range will receive a festive makeover. This will be rolled out across its Mini Cheddars, Twiglets, Cracker Crisps Sour Cream & Chives and Cheeselets – the latter of which has been temporarily renamed Treeselets.

Its Tempranillo variety is the number-one red wine in the market, in volume and value, and number two across all wine. Pernod Ricard UK currently commands a 3.7% value share of the wine category in the UK, fuelled by the growth in more consumers drinking at home during lockdown, with its average bottle price being over £1 higher than the rest of the market (£7.23 vs £6.07).

Chewits launches vegan and vegetarian sweets range CHEWITS has expanded its range with Juicy Bites, Xtreme Sour Bites, Xtreme Sour Apple Laces and Fruity Twists. Juicy Bites and Xtreme Sour Bites are mini chewy bonbons, available in Strawberry, Blue Raspberry and Sour Apple & Lemon flavours, and are suitable for vegetarians. Xtreme Sour Apple Laces and Fruity Twists are suitable for vegans. All come in £1 pricemarked hanging bags and pouches, and are available from Unitas, Bestway, Nisa, One Stop, Spar and Costcutter.

SMALL CHANGES

BIG RESULTS Suntory Beverage and Food GB&I (SBF GB&I) has teamed up with Energy Saving Trust and retailer Amit Patel to show how simple sustainability-focused changes are #GoodForBusiness. In this second column, we show how easy it is to start #GrowingForGood.

We have looked at Amit’s store to decide the key areas that might benefit from some tweaks and changes, and to help retailers develop thoughts around their own sustainability journey.

Campo Viejo Rosé gets a modern makeover PERNOD Ricard UK has redesigned Campo Viejo Rosé with a new look that features a turquoise and silver design. The packaging also features a screwcap for easier opening, while the bottle will highlight the brand’s premium positioning, with descriptors in English and Spanish to showcase the wine’s Spanish origin. Rosé is the fastest-growing sector within the light wine category, with value sales having grown by 11.3% in the year to June 2020. Campo Viejo has maintained its position as the UK’s leading Spanish wine brand, with a value share of 22.8%, growing at 14.5%.

“Having walked the store from door-to-door, we identified three immediate improvements Amit could make which show that if small changes are scaled up, the convenience world can deliver a real positive sustainability impact,” said Jemma Healy, category controller at SBF GB&I. REPLACING THE BEHIND-THECOUNTER HEATER Amit uses a mini 800W oil-filled radiator behind his counter to stay warm, but it is not providing enough heat. “When considering sustainability, you also need to make sure your devices work well for you,” says Andrew Tod of Energy Saving Trust. “A mini radiator in a large space won’t help keep you warm, so in situations where you don’t need to heat a space but just the immediate space where the till is, a directional halogen heater is a better fit.” We replaced his heater with a new halogen one with three power settings - 400W, 800W and 1200W, costing £30. If three power settings are used equally, installing this new halogen heater will heat your staff much better. REPLACING THE FRONT DOOR Amit’s store is on a main road, and the force of the many lorries that drive past means his door is often open, letting heat out and cold air in. By installing a new door-closing mechanism, costing £500, we can ensure the door doesn’t

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

blow open – making customers more comfortable and keeping heat in, thus using the behind-the-counter heater less often. Savings are difficult to accurately quantify but this new measure will reduce energy consumption and bills as the space is better heated and improve the thermal comfort of the store. UPGRADING THE TV Amit uses a 32” screen in his store to display and monitor CCTV footage. Replacing this is a quick win for reducing energy consumption, electricity costs, and emissions. We replaced this old screen with a more energy efficient model, with a power rating of 30W (compared to Amit’s existing TV, which has a rating of 150W), costing £149. For a screen that’s on for 12 hours a day, 360 days a year, this could save up to £80 per year. “Many manufacturers now provide a typical annual energy consumption for new TVs, to help you compare models before you buy,” says Tod. “Turning the TV off at the plug overnight will make an additional energy saving, so ensure this is done each night before you leave the store.”

PRODUCTS

Beefeater now available in PMPs CHRIS DILLON PERNOD Ricard UK is continuing its investment in price-marked packs (PMP) by launching new £16.99 formats for its Beefeater range. Rolling out across its original London Dry, Pink Strawberry and Blood Orange flavours, the launch is designed to capitalise on the 99.5% value growth it expe-

rienced in the past year. Within convenience stores, gin is growing by 33% in volume compared to last year, and within this, flavoured gin is the fastest-growing sub-category, with 82% of shoppers looking to purchase PMPs as part of their weekly shop. Chris Shead, off-trade channel director at Pernod Ricard UK, said: “Gin is the number-one spirits growth driver by value. For every £5

spent in spirits, £1 is spent on gin, and therefore it’s crucial that retailers get their fair share of the category.” The new pack follows the launch of Campo Viejo Rioja Tempranillo £7.99 PMP, exclusively for convenience retailers. To help retailers make more money from wine, Pernod Ricard UK has partnered with Retail Express publisher Newtrade Media to glean

insight from store owners. The company is giving away a case of either Brancott Estate, Jacob’s Creek or Campo Viejo to the first 150 retailers to take the survey. Retailers can share their views and be in with a chance of receiving free stock by scanning the QR code (right) or going to surveymonkey.co.uk/r/ pernod-ricard-wine

Richmond expands meat-free range KERRY Foods is adding meatfree burgers to its range, which are designed to be kept in the chiller. It follows the launch of its meat-free sausages, which are currently the numberone brand in the fresh meat-free category, with the highest repeat purchase rate. The supplier said the launch caters to the demand for quick family meals, an oc-

casion that has seen growth of 21.6% compared to last year. The 170g packs come with two 85g patties per tray, and have an RRP of £2.

LACTALIS UK & Ireland is investing £2m behind its Seriously brand with a campaign that supports its recent packaging refresh. It will span video-ondemand channels including ITVHub, All4, Sky, YouTube

and Precision Video until 25 October. It is set to target 11 million households, inspiring consumers to add flavours to their dishes. Shorter ads will focus on Tasty Squares and Cheese Nuggets.

Seriously launches £2m VoD campaign

Focus on sharing bags this Halloween HANCOCKS has announced its 2020 Halloween range, comprising over 460 products from over 30 suppliers. The supplier said despite Halloween not quite being the same this year, with hygiene concerns at the front of everyone’s minds, retailers should focus on sharing confectionery lines that consumers can enjoy at home. Therefore, its range this year will include classics such as Bonds Christmas Mallow Pops, and Vimto and American shaker cup

favourites, alongside a new Kingsway themed Pick & Mix, featuring Elf Gummies and Fizzy Christmas Trees.

ACADEMY IN ACTION

6-19 OCTOBER 2020 betterRetailing.com

We’re here to help. Call 020 7689 0500 Name: Shop: Location: Size: Staff:

Ramesh Samani Kings Fee Stores & Post Office Monmouth, South Wales 1,000sq ft Two full-time, two part-time

PARTNER ADVICE

CUSTOMER SERVICE Part two of our 12-week programme shows how the IAA and the POST OFFICE helped RAMESH SAMANI create an action plan to improve his customer service

GREAT customer service is more than being friendly, it’s making customers feel welcome and valued. Greet shoppers with a smile, and tailor your service to them individually. Ramesh Samani has owned Kings Fee Stores & Post Office in Monmouth, South Wales, since 1987. Ramesh has grown his reputation with his customers by listening to them and taking suggestions on board. How can Nigel Parry, from the Post Office, and the IAA help Ramesh further improve his customer service to increase repeat visits and help him retain new customers gained during the coronavirus pandemic?

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

Ramesh can drive footfall and encourage repeat visits by implementing our advice. Great customer service helps shoppers feel valued. Nigel Parry Retail Operations Manager Post Office

YOUR ACTION PLAN 1 Walk your shop

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

2 Benchmark your shop

WHY I TAKE PART There’s always something more you can offer your customers to provide a personalised service. I want to improve the customer service we provide in store. Meeting Nigel from the Post Office was valuable, and I’ve discovered how I can change my service to shoppers. I’m looking forward to implementing the action plan and seeing the results.

Use the checklist below, ticking all you see evidence of

Present your staff and shop professionally Engage with customers so they feel welcome Set clear standards, communicate and stick to them Handle suggestions and complaints professionally

IAA ADVICE Anticipating and exceeding customer expectations

Handling suggestions and complaints

Setting standards and sticking to them

Ramesh and his team talk to customers as soon as they arrive, and ask if they need anything else when serving them. How can Ramesh get better feedback from his shoppers?

Ramesh’s shoppers use Facebook to request new products are stocked, which Ramesh will order in and respond to let them know. Many sell well, but how can he drive sales further?

Ramesh has a great relationship with his team. They know what’s expected of them, offering a unique experience. What can Ramesh do to help new starters apply the same standard?

Nigel says: “Getting feedback from shoppers is a great way of determining how to improve customer service. Post Office receipts have a link that gives shoppers the opportunity to provide insight on their experience at home. Retailers can then view the feedback using our app.”

Nigel says: “Using customer feedback in store can encourage sales. Try placing signs to highlight the new products brought in at the request of a customer. It shows that you are listening and shoppers are more likely to pick up products that someone recommends.”

Nigel says: “Ramesh has created a familylike atmosphere, with some members working with him for 20 years. To help new team members, try writing down your standards. Having a physical document that your team can refer to time and again is key.”

ACTION Encourage customers to provide feedback and implement changes to improve.

ACTION Place signs around the store highlighting new products requested by customers.

ACTION Write down your customer service standards, and share them with your team.

Anticipate and exceed customer expectations

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

KEEP SHOPPERS COMING BACK Visit betterRetailing.com/IAA to better serve your customers and see how you can improve in 11 other categories

Next time: Merchandising

works with facemasks

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OPINION

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured COVID-19: Have the police enforced the mask rule in your area? “WE had the police visit after a customer complaint. Unfortunately, the supervisor wasn’t able to stand up to them to suggest it’s not our job, but theirs. Equally, they didn’t fine the two customers in the shop. We have posters up, but I’m not prepared to put my people in danger.” Steve Bassett, Londis Stour Road Chirstchurch, Dorset

“A SPAR nearby to my store had the police advise customers to put on face masks after a staff member had complained to them. The police station is across the road from the store. We heard from local customers that the police had fined six or seven people.” Chaz Chahal, Simply Fresh Cleobury Mortimer, Kidderminster

The police station is across the road from the store PRICE: How do you ensure you are offering the best value for money?

Line up the promotion with the time of the year

“LABELLING original store prices and the prices of competitors is a good way to ensure customers know your store is giving them a fair price. For example, Tesco Express sells a certain product for this much, whereas we sell it for this much. It’s a simple technique.” Peter July, Costcutter Culverstone, Kent

“LINING up the promotion with the time of the year is crucial when it comes to enticing customers. You won’t sell much soup during summer, but during the winter it is a great promotion. Understanding what people are looking for throughout the year is vitally important.” Alan Mannings, Shop on the Green, Canterbury

MASKS: How will having to wear a face covering impact you? “IT’S not a problem for us at all. The £200 fine for non-compliant customers might help, but only if the police take steps to enforce it by having a visible presence in and around town centres. I’d be keen to know how many £100 fines have been issued so far.” Les Gilbert, Chard Newsagent, Somerset

“THIS is something that we’ve been doing anyway in an effort to encourage our customers to do the same. If we’ve got to do it, then we’ve got to do it. It’s just the way the world is going at the moment and it’s something that we just have to accept.” Mark Dudden. Albany Road Post Office, Cardiff

If we’ve got to do it, we’ve got to do it SUSTAINABILITY: How are you reducing waste levels in your store?

Print your weekly waste report

“FOCUS on your range by talking to customers and getting feedback about the products they’d like to see in store. Chilled, for instance, is not an easy category to manage, but if done right you can keep waste low. Only trial products your customers are interested in.” Ketul Desai, Leiston Londis, Suffolk

“PRINT your weekly waste report and examine each product before you order. It’s possible that you’re only able to sell three cases of a product, instead of four. By only ordering the maximum number of cases you know you can sell, your waste will decline.” Paul Gardner, Budgens of Islington, London

LETTERS

6-19 OCTOBER 2020 betterRetailing.com

Londis Solo

natalie Convenience, lightfoot Baillieston, Glasgow

Letters may be edited

Finding rays of light in challenging times

‘We avoid confrontation by giving away free masks’ CUSTOMERS are still not abiding by the facecovering rule. After trying to decide how we can improve things, we have now started to give them away for free in our store and ask customers to donate something small to the

donation box on our counter in exchange. After seeing footage of the customer who smashed bottles of wine after being told to follow the one-way system in a Co-op, I decided confrontation wasn’t worth the risk – it’s better to just make things as

WIN £50-worth of Ribena products

RIBENA is bringing its unique taste and vitamin C to the flavoured carbonates category with the launch of new Ribena Sparkling, available in Blackcurrant and Raspberry flavours in a range of formats. Retail Express is teaming up with the brand to give five retailers the chance to win £50-worth of stock each.

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.

easy as possible for customers instead. If they end up causing thousands of pounds worth of damage, it’s unlikely insurance would cover it, and we’d end up being far worse off. It’s sad that it has come to this, but giving masks away means that we can avoid any

“

potential altercations, and prevent potential damage. We want to minimise any potential risk to our other customers who are wearing masks, as well as to our staff.

Paresh Vyas, Premier Droylsden, Manchester

COMMUNITY RETAILER

OF THE WEEK

Trudy Davies – @trudydavies1964

‘I made my own mask exemption cards’

THE chancellor only announced the UK had entered a recession a few weeks ago, but it’s already affecting our planning. Like all retailers, we’re facing uncertainties – a big one being what our customers’ priorities are going to be in the run-up to the big occasions this autumn and winter. Things were already disrupted. We’re a relatively Each issue, one of seven top small store, and retailers shares advice to we’ve had to keep make your store magnificent what would usually be our seasonal bay dedicated to essential groceries in the wake of the pandemic, and the fact shopper habits still haven’t returned to normal. Many people in our area, for instance, are still having to isolate. Others have income insecurity as they wait to understand exactly what the new furlough scheme will mean to them. It’s a challenging time, and it’s easy to for your spirits to drop, but you can’t write the season off – you don’t want to miss the opportunities that are still out there. Recently, one of our customers mentioned that she was going to organise a Halloween walk on our parade of shops, and asked us to be involved. It’ll allow families to have something like a trick-or-treat experience, but in a safe and socially distanced way, with all the shops putting on decorations. Halloween has got bigger for us every year, and while 2020 will be different and we’ve reduced our order of seasonal goods, this means we can still make something out of it for us and our customers. We’re also doing Halloween hampers. We’ve had success with these hampers at Christmas, and our plan is to fill them with seasonal sweets and things. It gives shoppers something a little different, and it also helps us solve the space issue – we can make the hampers up as and when we sell them, and it saves us having to have all the seasonal stock on the shelves. Getting involved in community events isn’t just about making a profit, though. If you’re an independent retailer, then you’re almost certainly a ‘people person’, and events like this help you reconnect with the community and receive some good will in return. It helps break up the sheer monotony of it all, and is really good for morale, too. Getting everyone involved is a motivation boost for you and your team.

A Halloween display at Natalie’s store in 2019

I MADE my own face mask exemption cards for my customers. I knew that deaf people would struggle being able to lip read once the mask rule came into force, and some were having trouble hearing us through the screens. People with breathing difficulties were also having issues. I made two cards and printed them out to be picked up in the shop. So far, about 150 people have taken one. I put them on social media, and posted them to those who would need one but were self-isolating.

Get in touch

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

ROUNDTABLE

Samantha Gunston

Nick Fisher

Megan Humphrey

Steve Bassett

Gareth Lewis

Mital Morar

Vince Malone

Hussan Lal

Bay Bashir

Attendees Retailers

Bay Bashir

Owner of five stores in Middlesbrough

Gareth Lewis

Loss prevention & security services manager at The Southern Co-operative

FIGHTING BACK AGAINST CRIME With retailers across the country facing an increase in shop theft and violence in recent months, RETAIL EXPRESS teams up with FACEWATCH facial recognition and six top retailers over a video call to find out what they can do to keep their staff safe Retailers

Hussan Lal

Owner of St Mirren Food Store Limited in Paisley

Mital Morar

Owner of six stores in Manchester

Steve Bassett Owner of four Londis stores in Dorset

Vince Malone Owner of Tenby Stores in Pembrokeshire

Facewatch CEO

Nick Fisher

Facewatch CEO

Host

Megan Humphrey

Retail Express editor

6-19 OCTOBER 2020 betterRetailing.com

In association with

Promotional feature

PREVENTING RATHER THAN CURING

“RETAIL theft is a daily challenge for us,” says Manchester retailer Mital Morar. “We have CCTV, signage and we train staff to be vigilant. It’s very important to let would-be criminals know you’re there and watching. All the current measures we have, though, are reactive to the event when you can’t really do a lot about it. We want something that puts us in control.” “We’ve had to employ someone on the door and that’s just not cost-effective,” adds Hussan Lal, owner of St Mirren Food Store Limited in Paisley. “But I believe prevention is better than cure.” Facewatch CEO Nick Fisher agrees and adds that while retailers should continue reporting crime to the police,

happens and escalates, it’s really tough.” As loss prevention manager at The Southern Co-operative, Gareth Lewis oversees the safety of staff in 200 stores. As well as investing in facial recognition, Gareth also says there are cheaper, effective alternatives. “I have a fullsized cardboard cut-out of a police officer in the entrance of stores. Next to that I have a community police box, which allows people to fill in what their policing concerns are,” he says. “It cost me £35 for the cut-out, £25 for the box fixed to the wall and a phone call to the police to check it was okay. It’s very cheap to do, but very productive. It helps create that ambience in the store that you’re on the ball,” he says.

ALL the retailers in the group agreed that lockdown has only increased the amount of retail crime they have had to deal with. “We’re trying to implement better measures to make my staff feel more comfortable and protect them – that’s my main concern,” says Bay. “The level of violence has escalated in recent months. In one store we’ve had to employ a security guard.” “Covid-19 has increased petty theft. We’ve noticed more people stealing things like meat, coffee and cheese,” adds Mital. “At the height of lockdown there weren’t many places open so there was nowhere else for criminals to go, like food outlets. “We had an incident re-

cently where we caught someone in the act and they got violent, and we’re seeing that behaviour more now. We had someone come in with a crowbar the other day, but luckily they didn’t hurt anyone.” Nick advises that retailers focus on the part of this spike that they can do something about. “Some people just have habits that they have to feed, and it doesn’t matter what you do, but the majority of retail crime is ‘low-level’ theft, and this is the bit you can change with Facewatch,” he says. “You can be notified as soon as previous offenders enter your store, greet them and say, ‘I’m here if you need anything,’ and that lets them know they’re being watched.”

from being victims and made them part of the solution.” Facewatch enables retailers to report offenders when they have evidence and put them on a watchlist. This is then shared proportionally with other retailers in the area who also use Facewatch. “You can only hold biometric data of subjects of interest. If you share that data, it has to be proportionally and that’s determined by population data and the type of the crime,” says Nick. “However, retailers do not need to worry about

that as Facewatch holds and shares that data on behalf of our clients.” “I currently use headsets for all my staff so they can talk to each other and it’s been a massive win for productivity and store safety,” says Londis retailer Steve Bassett. “Would they get access to the data about a criminal in one of Gareth’s stores?” “You would if it was within a certain radius. Gareth has one of the best watchlists in the UK now by empowering staff to help build it up,” Nick replies.

“We’ve been running facial recognition in 20 stores for about 18 months, and within that time we’ve diverted more than 3,000 incidents of theft. “Colleagues now feel like they’re taking part in a solution and incidents of theft have dropped,” Gareth says. “Our stock loss has come down to a point where we had a return on investment in eight months. “Facial recognition is the only technology that has worked in terms of turning the offender around.”

CREATING A SAFER WORKPLACE

WHILE crime has an economic impact on retailers, all the retailers on the call explained that the main reason for wanting to tackle crime was to protect their staff, who all too often are the most at risk of violence and verbal attacks. “We train our staff to say ‘hello’ to everyone that comes in and look for certain key markers of a criminal,” says Pembrokeshire retailer Vince Malone. “But we’ve got

some really good members of staff that just do not feel comfortable with dealing with conflicts and it puts them in a stressful situation that we don’t want to go down.” “I’m not sure what the right solution is, but I’m looking to invest in something to make a difference,” adds Bay. “We’ve got two members of staff who wouldn’t want to get involved, and the kinds of criminals we get in would steal from us no matter what.

The main thing is to keep them safe.” It’s also important to make sure crime is reported and that your staff feel like they are being listened to. “Each retailer has to decide what method of crime prevention works for their own store. Covid-19 isn’t going anyway any time soon and we’re in this for the long-term, so the welfare of yourself and your staff will continue to be very important,” adds Hussan.

All businesses need to adopt some form of self-help

We train our staff to look for certain key markers of a criminal VINCE MALONE

the stat

3,000

The number of theft incidents stopped by Southern England Co-operative since working with Facewatch

USING EMERGING TECHNOLOGIES

“WE have about 35-40 stores that we would class as high risk. Knife crime in retail is at its worst level since records began in 1946, and during lockdown it’s got significantly worse,” says Gareth. “A couple of years ago, the thing that triggered violence the most would have been asking for ID, now it’s when the stopping of a theft takes place, when our managers intervene,” he says. “We wanted to go from being reactive to preventative. That’s why I looked into facial recognition. It prevents my staff

they need to take control for themselves. “All businesses need to adopt some form of self-help,” he says. “Building case files takes a lot of time and expense, which is frustrating when you don’t get always get sufficient police response.” Nick adds that it’s far better to use technology to stop the crime happening in the first place. “We train our staff well and report shop theft to the police, but nothing happens,” agrees Go Local retailer Bay Bashir. “I find they don’t even come out for it any more. The penalties are just not there for people. We have CCTV and have panic alarms behind the counter and for staff to wear around their necks, which are connected to the police, but once something

FIGHTING THE PROBLEM

final thoughts 01

“We need to help independent retailers by sharing data. If you have a good business crime reduction partnership in the area that you trade, you’re lucky.” – Gareth Lewis

“It’s quite simple – police resources are stretched, which means businesses have to help themselves. The sole reason we’ve developed Facewatch is to prevent and deter crime.” – Nick Fisher

“You won’t find a group of people who are more dynamic and forward-thinking than retailers. We’ll always look for opportunities to tackle our problems, but the main challenges in fighting retail crime are issues with other organisations.” – Mital Morar

04 05

NICK FISHER

“I move my cameras around every few weeks because the first thing thieves notice is where they are. You need to have some that are hidden, too.” – Hussan Lal “Covid-19 has added an extra level of complexity to our business. Our demographic shifts massively when it’s holiday season, so we’re having to keep on our toes and constantly look at new areas.” – Vince Malone “Facewatch sounds really interesting. It sounds like the more retailers that engage with it, the better it becomes.” – Bay Bashir

Looking to find out more about facial recognition? Call us on 020 7689 0500

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MUST-STOCK BRANDS

6-19 OCTOBER 2020 betterRetailing.com

THE MORE THINGS CHANGE… t muscks sto THE Covid-19 pandemic and subsequent economic recession are causing a level of upheaval in convenience retail that is unprecedented in most of our lifetimes. In less than 12 months, retailers have seen toilet roll and hand sanitiser go from the periphery to highdemand items. They’ve had to contend with the strains of either drastic surges, or drastic drops in footfall. And they’ve had to change their ranges to cater for unexpected trends, from the big night in to home baking. At a time of such disruption, when the battle to keep shelves stocked and stores open leaves retailers with little time to think or plan ahead, trusted brands and familiar products are a blessing. Those well-recognised names,

whether new or old, that are locked into shoppers’ minds and are safe bets for steady sales. But what are they, and how can you make the most of them? In this feature, we’re focusing on must-stock brands for different categories in your store. We’ll give you the stats on why that product is so important, expert advice on how to range and merchandise for best sales, and speak to a retailer who’s already made a success of it for their business. We will cover traditional core convenience categories, whether it’s mints & gums, crisps or chocolate. On top of that, we’ll look at some of the upstart categories that are becoming more and more important, from no- and low-alcohol beer to vaping and nicotine pouches. These are all brands that are receiving substantial marketing support, and are established top sellers. Now’s the time to see why they are must-stock brands for your store.

NEW RECIPE

Same great taste, now with 30% less sugar Fibre One is the fastest growing weight management snack bar brand* Biggest contributor to category growth at £2.7m (+38%)

Fibre One has reduced the sugar content of its best-selling brownie range by a whopping 30% without compromising on taste

Reduced sugar credentials will be on TV in January and on pack as part of a refreshed and contemporary new design

HAVE WHAT YOU CRAVE

*Nielsen Total coverage, latest 12 weeks to 25 July 2020

MUST-STOCK BRANDS HEINEKEN

HEINEKEN 0.0 t- THE PRODUCT s u m ock st CURRENTLY in 110% growth , no- and low1

alcohol is a category that is booming, which can be seen by the growing demand from shoppers and range of options that have entered the category in the past few years. Responding directly to this trend, Heineken 0.0 has become the number-one brand in the segment, with an impressive growth of 82%2. Heineken 0.0 is perfect for those who want to moderate their alcohol intake but still enjoy great tasting beer. Testament to the strength and future of the category, Heineken 0.0 has become the official sponsor of the UEFA Europa League.

GETTING THE MOST FROM HEINEKEN 0.0 WITH space restrictions in store, and customers unclear on exactly what no- and low-alcohol options are available and where to find them, retailers often face challenges when merchandising a no- and low-alcohol range. Aim to draw attention to options through implementing Zero Zones and no & low zones. Zero Zones are permanent chillers available for retailers to install, offering dedicated PoS, display installations and information for consumers, with a view to navigating shoppers and helping them discover alcohol-free options in store. No & low zones are semi-permanent PoS materials, which get merchandised in the chiller or fixture alongside the range. With these merchandising considerations, retailers can unlock additional sales by meeting the increased demand for options, as well as expanding beer and cider into new occasions.

i whyk it c sto

Sandeep Bains, Simply Fresh, Faversham, Kent

““WHEN we gained insight that no and low was a growing trend, we started stocking Heineken 0.0 to ensure we captured a new market before any of our competitors. Heineken has always been a strong seller, and it’s a brand shoppers trust, so they’re more likely to purchase it. Typically, new products take time to launch in terms of sales, but Heineken 0.0 is showing growth already.” 1

Nielsen Scantrack Impulse Coverage MAT Value Data to 08.08.2020 Nielsen Scantrack Impulse Channel MAT Value Data to 08.08.2020

Interested in stocking Heineken 0.0 or Zero Zones? Please contact your Heineken UK representative.

MUST-STOCK BRANDS VYPE

6-19 OCTOBER 2020 betterRetailing.com

VYPE t- THE PRODUCT s u m ock st BRITISH American Tobacco (BAT UK) was the

BECAUSE QUALITY MATTERS

first tobacco manufacturer to launch a vaping product in the UK in 2013, and the company has invested more than £3.2bn in to its range of alternative, smoke-free nicotine products since then. This investment and expertise means BAT UK is able to offer UK consumers a variety of alternatives developed and tested to suit their needs. With this in mind, BAT UK has been working hard to launch a range of new vaping starter kits and e-liquid flavours for the Vype brand – the number-one closed system vaping brand and back-to-back Product of the Year winner in 2019 and 2020*.

100+

GETTING THE MOST FROM VYPE

Product Tests

50 scientists, 1000s hours of testing before it reaches you. Vype is a pioneer in vapour science

We carry out over 100 product tests before you try our products. We test our liquid pods and devices together with quality assurance in mind

Vype is committed to responsibility & transparency. Our Vype products are available only to adults 18 years or over

Get answers at: Vapermarket.co.uk BECAUSE QUALITY MATTERS For adult smokers and vapers only. Vype e-cigarettes contain nicotine which is addictive. 18+ only. Read leaflet in pack

TO make the most of the next-gen nicotine opportunity, it’s vital retailers take a category approach. The first step is to bring your vaping product range together in a great display solution, like the Vype gantry. A golden rule is to avoid breaking up products by brand and displaying in a disjointed way, as this confuses consumers. Next, use educational resources to develop your staff and help them guide shoppers. By visiting Vype’s website, vapermarket.co.uk, you can find several tools to train your staff, so they can help adult consumers choose vaping products that are best suited to them. And finally, stock trusted brands. BAT UK was the first tobacco manufacturer to launch a vaping product in the UK, giving it a brand recognition, which can reassure customers.

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Tanveer Baber, Shawlands News, Glasgow

“SINCE stocking Vype ePod I have increased sales with closed systems. Customers that choose Vype are loyal to the brand and have several repeat purchases during the week. I have Vype customers that travel from other towns to buy Vype. Vype is the first product we recommend as product reliability and customer satisfaction is high.” *Product of the Year – Vype ePod 2020; Vype ePen 3 2019

For more information, call 0808 169 5000 or visit vapermarket.co.uk

MUST-STOCK BRANDS HULA HOOPS BIG HOOPS

HULA HOOPS BIG HOOPS cing n u o n n A

the

No.P1roduct

g n i l en l e S in Indep

t- THE PRODUCT s u m ock st ACCORDING to KP Snacks, its must-stock bols

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product is Hula Hoops Big Hoops. The Hula Hoops Big Hoops range grew by 25.4% year on year to £45.6m1, with Big Hoops grab bags top sellers in meal-deal ranges and £1 PMPs hugely important to convenience stores. Available in four flavours including Salted, Salt & Vinegar, BBQ Beef and Spicy Chilli, Big Hoops BBQ Beef £1 PMP is the top-selling PMP in the convenience channel2, making it an essential for retailers to stock. Part of the Hula Hoops range, the brand delivered the most growth of any bagged snacks brand in 2019. Worth £141.8m and growing in value at 8.4%3, Hula Hoops has evolved from being a lunchbox staple to tapping into more shopper occasions and generations, a strategy that is driving sales.

2nd anrg! Ye nni

GETTING THE MOST FROM BIG HOOPS RETAILERS should always implement more than one site of bestsellers at high-footfall areas of the store. Displays often unlock further purchase with one in 20 shoppers buying from a secondary display4. To best promote Big Hoops in store, retailers should take advantage of the PMP format and utilise brand strength to heighten appeal. A third of shoppers see PMPs as a promotion, making them more likely to buy5. To drive the impulsive purchases of top snack products, store owners should make use of impactful branded display and PoS such as stackers and dump bins to drive basket spend6. In addition, 79% of shoppers like commonly purchased products merchandised next to each-other7, so put Big Hoops near products such as soft drinks.

*Nielsen Total Impulse MAT 08.08.20

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9778 Retail Express Must Stock ad.indd 1

PS BIG HOAONGE R P PM

Avtar ‘Sid’ Sidhu, St John’s Budgens, Kenilworth, Warwickshire

“WE’VE WE’VE been stocking Hula Hoops Big Hoops for the past few years at St John’s Budgens and they have been a huge hit for our customers. Big Hoops have become a permanent line in our crisps, snacks and nuts fixture. We also have these dual-sited in stands by our beer, wine and spirits section to drive impulse sales. We stock all three £1 PMP varieties (Beef, Salted and Spicy Chilli), with Big Hoops BBQ Beef our number-one-selling £1 snack line.”

+9Yo% Y

1 4

STOCK UP TODAY!

Nielsen Scantrack 22.02.20 2Nielsen Scantrack 16.05.20 3Nielsen Scantrack 11.07.20 HIM 2018 5Mintel 2018 6HIM 2018 7Mintel 2018

For more information, visit hulahoops.com/kpcategory/ big-hoops 25/09/2020 17:13

MUST-STOCK BRANDS NORDIC SPIRIT

6-19 OCTOBER 2020 betterRetailing.com

NORDIC SPIRIT t- THE PRODUCT s u m ock st THE tobacco-free nicotine pouch category

in the UK is growing rapidly and is now worth £380,410 a monthi. Nordic Spirit, the tobacco-free nicotine pouch range from JTI, therefore offers a huge profit opportunity for retailers. Providing customers with a discreet and convenient alternative for when smoking or vaping might not be possible, Nordic Spirit is available in regular 6mg and strong 9mg strengths in three flavours – Bergamot Wildberry, Elderflower and Mint – and is also now available in an extra-strong 12mg strength. What’s more, Nordic Spirit is the UK’s leading tobacco-free nicotine pouch brand, with a 90.5% market shareii, and is the fastest-growing nicotine pouch brand in the UK over the past 10 monthsiii, making it a must-stock for retailers.

NEVER MISS

MAKE THE MOST FROM NORDIC SPIRIT

A MOMENT

RETAILERS should take advantage of the fact that 100% tobacco-free nicotine products can be placed on the countertop, as opposed to behind the gantry. JTI therefore recommends that Nordic Spirit is placed in a prominent countertop display to ensure it’s visible to give existing adult smokers and vapers the chance to ask about the product and decide if it’s a good fit for them. Retailers can also drive more awareness with PoS materials, which can inform customers of what they stock and if it’s the product they are looking for. As always, it is important to stock a full, wide range and always maintain good availability to provide a successful alternative nicotine offering to customers.

NO SMOKE, NO VAPOUR

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“PEOPLE PEOPLE have been asking for Nordic Spirit for over a year, and as soon as it became available in the UK, I made sure I was the first person to stock it in my area. A lot of people come back and say how good the brand is, saying they’ve recommended the product to their friends and colleagues at work. The best way to stock Nordic Spirit is on the counter.”

AVAILABLE IN i

BERGAMOT WILDBERRY

6mg Regular

9mg Strong

Subject to availability, varieties as stocked.

IRi Market Place, Value Sales, Nicotine Pouch Category, Total UK, May 2020 IRi Market Place, Unit Share, Nicotine Pouch Category, Total UK, May 2020 IRi Market Place, Unit Share, Total Nicotine Pouch Category, Total UK, over the last 10 months to May 2020 (based on slope calculation)

12mg Extra Strong

iii

ELDERFLOWER

This product contains nicotine. Nicotine is an addictive substance.

Mr Amin, The Centre, London

NORDICSPIRIT.CO.UK nordicspirit_uk

nordicspirituk

To find out more, retailers should visit JTIAdvance.co.uk, or speak to their local sales representative. Alternatively, they can call 0800 169 2891

MUST-STOCK BRANDS MENTOS

MENTOS PURE FRESH GUM t- THE PRODUCT s u m ock st MENTOS has recently extended its Pure Fresh

gum range with a new format to invigorate the gum singles market. The category has been under pressure for some time, but this has accelerated in recent months as lifestyles have changed. Gum singles account for 51% of the market and are declining by 20% year on year1. Mentos is looking to bring growth back with new and exciting innovation. Mentos Pure Fresh gum boasts a 2g-sized chew – 30% bigger than its competitors – and is sugar-free. Promising a delicious burst of flavour, the gum rolls are available in four flavours: Tropical, Bubble Fresh, Fresh Mint and Spearmint. Retailers can attract new shoppers to the category by strengthening their range with fruit and indulgent flavours, both of which we know have a broad appeal.

GETTING THE MOST FROM MENTOS PURE FRESH GUM THE smaller-format Pure Fresh rolls are aimed at shoppers looking for on-the-go refreshment, making them a great addition to till mints and gum displays. Focus on the key shopper missions of fresh breath, indulgence (e.g. fruit flavours) and on the go. Stock a variety of flavours, textures and formats, incorporating popular brands. Get shopper attention with PoS to ensure a standout fixture and build visibility in store. In addition, merchandise refreshment products with food to go and coffee, by magazines/newspapers and at the till. Don’t forget to stock sugar-free products. The mints and gum category is not exempt from the rise of the health-conscious consumer.

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Avtar ‘Sid’ Sidhu, St John’s Budgens, Kenilworth, Warwickshire

“I WORKED with PVM to overhaul my mints and gum range – it was definitely in need of a refresh, and the same can be said for the category as a whole. The fixture relay added PoS to make it more appealing and the team looked at my customer profile to ensure my range is relevant. My regulars have commented really positively, particularly on the extended choice on offer, and to see growth both in volume and value all year has been fantastic.” 1

IRI 15th August 2020

For more information email general.uk@uk.pvmgrp.com to find out more about Mentos Pure Fresh Gum and request PoS materials

MUST-STOCK BRANDS NESTLÉ

6-19 OCTOBER 2020 betterRetailing.com

AERO t- THE PRODUCT s u m ock st

AERO is a much-loved chocolate brand known for its unique bubbly texture. The brand is going from strength to strength, growing at an impressive 32.4%1, on the back of a major growth drive, which has seen the introduction of a new and improved chocolate recipe, a return to TV advertising as part of a high-profile media campaign and the brand’s entry into the all-year-round gifting category with the launch of a brandnew product: Aero Bliss. The Aero brand has since attracted 3.5 million new consumers2 and is now the fastest-growing top-30 confectionery brand in the wholesale and convenience channel3.

GETTING THE MOST FROM AERO WITH a range of products across the confectionery formats, there are lots of opportunities for retailers to capitalise on Aero’s popularity. With 40% of confectionery sales coming from the singles format in the convenience channel, must-stock packs for retailers are the Aero Milk Chocolate and Aero Peppermint singles. Ensure shoppers cannot miss them by siting them next to each other, and alongside similar products that meet shoppers’ needs for a sweet treat, on the main confectionery fixture, which accounts for 60% of confectionery sales. Retailers can capitalise further by stocking other popular formats, including Aero sharing blocks, bitesize Aero Bubbles in the sharing bag format, and the new Aero Bliss boxed chocolates, which make an ideal gift all year round.

t- TRY AERO BLISS s u m ock GIFT BOX st AERO Bliss Chocolate Gift Box 177g contains velvety, whipped bubbles in three delicious flavours: Salted Caramel, Milk Chocolate and Hazelnut Praline. Each velvety, whipped chocolate bubble is individually wrapped and has an indulgent filling.

IRI Market Advantage, Confectionery Database, 52 weeks, Value Sales, w/e 8th August 2020, Total GB 2Kantar WorldPanel, 52w/e 9th August 2020 vs 52w/e 13th August 2017, Total Confectionery 3IRI Market Advantage, Confectionery Database, 52 weeks, Value Sales, w/e 8th August 2020, Wholesale & Convenience G

For more information on the Aero range, please contact the Nestlé press office on 020 8667 6005

X TO BO

NEW - M

ING FRO V O

TOBACCO

PAPERS

OUC

FILTERS

Â£12.30 RRP

ALL TOGETHER

GREAT VALUE *Recommended Retail Price. RRP effective as of 8th July 2020. You remain free at all times to price as you choose.

20846_STERLING_3IN1_RETAIL_EXPRESS_260x339mm.indd 1

08/09/2020 12:22

RETAIL

IN ACTION

BRAND SPOTLIGHT

6-19 OCTOBER 2020 betterRetailing.com

In partnership with

What’s new and why stock it?

FOCUS ON:

STERLING’S NEW POUCH

THE new Sterling Rolling Tobacco 3-in-1 Pouch has been designed in response to consumer demand for more convenient alternatives to what is already available. The supplier says the new format will provide adult smokers with exactly what they want – a full rolling kit in an improved pouch that is easy to carry on the go. With 30g tobacco, 100 papers and 77 filter tips included in each pouch, the Sterling Rolling Tobacco 3-in-1 Pouch provides customers with the same quality Sterling Rolling blend at the same value price of £12.30. What’s more, JTI says the new pouch is more economical for retailers, with a lower trade outer cost versus the box format. JTI says that with the RYO market growing, and value the fastest-growing in share terms1, retailers should look to stock other products in the Sterling Rolling Tobacco range, like the 30g 2-in-1 and 50g formats, to profit from this growing opportunity.

JTI has announced that its Sterling Rolling Tobacco 3-in-1 Box is transitioning to a 3-in-1 Pouch format. RETAIL EXPRESS explores the opportunity for retailers

In action

Stats

Maintaining a full range and availability of bestselling tobacco brands, like Sterling RYO, is important because many customers are brand loyal and will look to make repeat purchases.

46.3%

£329m

The share that value RYO has in rolling tobacco2

The annual retail sales value for Sterling Rolling Tobacco3

packs of Sterling sold every minute4

IRI Market Place, Volume Share, Total Tobacco Category, Total UK, over the last 12 months to May 2020 (based on slope calculation) IRI Market Place, Volume Share, Total RYO/MYO, Total UK, May 2020 3IRI Market Place, Value Sales, Sterling RYO, Total UK, MAT To 31/05/20 4IRI Market Place, Value Sales, Sterling RYO, Total UK, MAT To 31/05/20. IRI Market Place, Volume Sales, Sterling RYO, Total UK, MAT To 31/05/20 (30g equivalent packs) 5IRI Market Place, Volume Share, Total RYO/MYO, Total UK, over the last 12 months to May 2020 (based on slope calculation) 1 2

SUPPLIER

Retailers should look to reflect trends in their range, such as the growing popularity of rolling tobacco pouches, and stock new convenient formats to meet consumer demand.

Price is a key factor for shoppers when choosing where to shop, especially when it comes to rolling tobacco, where value is a predominant trend. JTI recommends retailers sell at RRP or below to remain competitive.

“THE Sterling Rolling Tobacco 3-in-1 Pouch is an exciting transition for the Sterling family of products, especially now Sterling Rolling Tobacco is the UK’s fastest-growing tobacco brand5. “The pouch aims to alleviate issues surrounding convenience and portability for the consumer, while staying true to Sterling’s reputable quality. We’re confident that the pouch will meet this consumer demand and become a strong driver for future Sterling Rolling growth for retailers across the country.”

Dan Legate, brand manager of conventional tobacco products, JTI UK

For more information on Sterling 3-in-1 Pouch, retailers should contact their JTI sales rep or visit jtiadvance.co.uk

CATEGORY ADVICE SOFT DRINKS

WHAT’S NEW IN SOFT DRINKS THIS WINTER? With the UK officially in recession and the threat of a second national lockdown looming, what are shoppers looking for in soft drinks? TAMARA BIRCH finds out

SUPPLIER

HOW SEASONAL SHOPPING WILL CHANGE VIEW CHRISTMAS remains uncertain, especially as tighter Covid-19 restrictions look set to be in place. But suppliers have predicted that ‘being together’ should be a key theme for retailers to focus on. The way shoppers celebrate will change this year. Work parties will be traded in for at-home parties or virtual hangouts. The opportunity for retailers, then, is catering for the ‘new way of celebrating’. Amy Burgess, senior trade communications manager at Coca-Cola European Partners (CCEP), says it’s also important to remember that “with

an estimated 6.1 million people now choosing not to consume alcohol, it’s vital for retailers to ensure they stock up with a range of soft drinks options, like the Coca-Cola range, which has become synonymous with Christmas”. Remember, though, that seasonal sales aren’t just about Christmas. “Retailers should think outside the box, especially as other key occasions fall in December, like New Year’s Eve. Offer specific promotions and PoS to cater for these events,” Phil Sanders, Britvic’s out-of-home commercial director, says.

“Shoppers’ spend on soft drinks increases in December and the festive season, spending 10% more in this period compared to average spend

across the year.” Sanders recommends merchandising soft drinks with other categories in store to drive spend.

Amy Burgess, senior trade communications manager, CCEP “RESEARCH shows shoppers are planning to focus more on saving money in the next 12 months, which is understandable considering 75% of households report that their income has reduced since the coronavirus outbreak started. “Price-marked packs (PMPs) offer visible value, reassuring shoppers that they can get the products they want at an affordable price, and this can be a great way for retailers to create a point of difference. More than one in four consumers say they are more likely to shop in a convenience store that stocks PMPs, with PMPs accounting for more than 60% of total soft drinks sales in convenience stores.”

6-19 OCTOBER 2020 betterRetailing.com

29 23

CAN CONVENIENCE RETAILERS STILL WIN WITH PREMIUM PRODUCTS?

SUPPLIER

VIEW

Phil Sanders, out-of-home commercial director, Britvic “THE current climate has resulted in people reassessing their situation, with approximately two-thirds of shoppers showing concern relating to the economic outlook and making efforts to improve their finances. Promotions are a great way to encourage costeffective purchases for shoppers, so ensure you are communicating this to them to drive both awareness and footfall. “Make sure you are aware of key upcoming events, including New Year and Hanukkah, and make sure you’re prepared with the right range and enough stock to keep up with demand.”

RETAILERS have been reporting that value is becoming more prominent, with shoppers often choosing larger formats instead of singleserve 500ml bottles. With the UK officially in recession and shoppers tightening the purse strings, one question remains: will shoppers still trade up at Christmas? “Consumers may be worried about their finances, especially at this time of year, but will likely still look to make their occasions feel more special. “They will want to make

their festive celebrations at home more exciting, with food and drink playing a huge part,” Britvic’s Phil Sanders explains. Although Christmas is going to be different this year, with Covid-19’s full impact still unclear, suppliers claim that shoppers are still likely to trade up to premium options to make the festive season more special – especially those that haven’t seen their loved ones in months. If in doubt, talk to your customers about their festive

plans and which soft drinks they’re looking to stock up on. For families, it’s likely to be cola drinks or juice for young children, but for adults, make sure to stock up on different varieties of mixers, such as Appletiser, which is also a great option for those not looking to consume alcohol. CCEP’s Amy Burgess says this is a real area of opportunity for retailers to focus on during the festive season. “Growing numbers of adults are cutting back on the amount of alcoholic drinks

they consume, and non-alcoholic sparkling drinks, such as Appletiser, help offer a sophisticated alternative to alcohol that the growing number of teetotal consumers are happy to drink while others may be having beer, wine or cocktails,” she explains. Stock a selection of premium soft drinks near your seasonal display, highlighting the range with PoS. Go one step further and decorate the display with festive decorations, like tinsel, to capture your customers’ attention.

DON’T UNDERESTIMATE VALUE LINES ALTHOUGH trade up is common at Christmas, shoppers also want their money to go as far as possible. This is where larger formats and multipacks come in. “When consumers buy larger pack sizes, they’re saving money on each individual product,” says Mike Simons, head of category at Grenade. “This is more important than ever in the current climate.” Burgess agrees, and says

value will be key this Christmas, especially with the threat of a second lockdown. “Bigger packs deliver the volume and value shoppers want and have had an important role to play in recent months for those consuming food and drink at home. Our Coca-Cola large plastic bottles and multipack cans had double-digit growth during lockdown,” she says. While many retailers won’t have space for multipacks

in the chiller, place them nearby to entice shoppers to buy a multipack or larger format instead. Make the area easy to find by positioning near soft drinks to help shoppers shop more efficiently and highlight the area with any potential deals or promotions you’re running. If a second lockdown happens, shoppers will want to shop as quickly as possible, so bear this in mind.