OUT OF THE CIRCUS, INTO THE REAL WORLD P3
22 OCTOBER-4 NOVEMBER 2019 STRICTLY FOR TRADE USERS ONLY
SUPPORT
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CLEAR
STOCK THE RIGHT HALLS FOR THE RIGHT NEEDS
N O 1 RELIEF CANDY
SOOTHE
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*Vitamin C contributes to the normal function of the immune system. **Source: Nielsen value sales, w.e. 15.06.19
SHOPFITTER COLLAPSE
PROFITS IN SUSTAINABILITY
BOUNCING BACK
JMS Retail Concepts blames Conviviality’s Bargain Booze debts for administration
Retailers say all store sizes and types can benefit from greater eco focus
We lost £50,000 to a flood, but now we’re back on our feet with plans to grow
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IT’S ANYTHING BUT AVERAGE
IAA GALA
#IAA19
27 NOVEMBER LONDON The Independent Achievers Academy presents its annual Gala. Celebrate and recognise the hard work and dedication of innovative convenience retailers. Be our guest at this exclusive event. Visit betterRetailing.com/independent-achievers-academy
INSIDE LSS 2019
Key lessons for your store from this year’s Local Shop Summit P25-27 IT LOCAL SHOP SUMM
2019 22 OCTOBER-4 NOVEMBER g.com betterRetailin
25
MORE KNOW MORE, SELL SS TEAM The RETAIL EXPRE key takes a look at the ideas, lessons and 2019 messages from LSS
SEIZING OPPORTUNITIES
platform effectively, Summit on the THE 2019 Local Shop Octo- rather than having to invest 9 (LSS) was held on of in ads. Thornber at the Royal Institute Elsewhere, Andrew in central BudgBritish Architects for ton, from Thornton’s London. Giving a platformand ens in Belsize Park, provided ideas study on the strides retailers to share suppli- a case engage directly with home his store has made towards is ers, LSS 2019 brought the being plastic-free. This just how fast-moving and something that customers is, sector expect in the convenience stores are will increasingly concern over the exciting ways wake of growing triggered t, rising to their challenges. the environmen such as Greta ThunA key theme throughout take on by figures Attenborough. was the need to me- berg and David held six panmodern trends. Social every The afternoon that a wide dia is something el sessions, covering preparwill staff issues from member of store level, range of to engage with on someprofes- ing for the menthol ban from your whether personally, getting the most sionally or both. from spirits range. pages, The keynote speech Over the next two from of Social key ideas Pete Doyle, founder that we give three be Retail Group, stressed with each panel that could meaningful engagement is used to grow your business, Twitter key customers through look at some of the but is just and possible, event. the only not from your time quotes a matter of using
22 OCTOBER-4 NOVEMBER 2019 STRICTLY FOR TRADE USERS ONLY
TO ITTED COMM ERS R RETAIL
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high level of We receive a very available with really “It’s the range that’s service from Nisa that sets the that I don’t to us through Nisa reliable deliveries all the others, elsewhere group apart from think can be beaten freedom range and the especially the fresh and we also enjoy the arrival that we even more so since of independent retail Nisa.” label. It allows with of the Co-op own retain by working level higher a at compete us to shoppers and we can target our doors through them get and to think without them having supermarket. a to going about
Working with Nisa enables us to compete at a higher level. Dan Brown, Pinkie Musselburgh
Farm,
Join the family... nisa.co.uk Visit: www.join0800 542 7490
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After departing health boss Sally Davies fires out ‘unrealistic’ policy wish list, retailers tell new chief to stop making them jump through hoops P3
SHOPFITTER COLLAPSE
PROFITS IN SUSTAINABILITY
BOUNCING BACK
JMS Retail Concepts blames Conviviality’s Bargain Booze debts for administration
Retailers say all store sizes and types can benefit from greater eco focus
We lost £50,000 to a flood, but now we’re back on our feet with plans to grow
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P4
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our say
Chris Dillon, editor – insight
Turning waste into cash, just one idea from the Local Shop Summit SOME of the best things about the Local Shop Summit are the solid-gold retail tips that emerge from its keynote presentations and panels. Getting on the Too Good to Go app was point four in five top tips from a morning speech given by eco-retail legend Andrew Thornton, of Budgens in Belsize Park, London, but the eight seconds or so he spent talking about it created one of the biggest takeaways of the day. By lunchtime, several retailers I spoke to told me they had downloaded it, and were ready to experiment with it to find out if it could help them reduce food waste. You can find out more about the app on p4 , or read an in-depth guide on how to get started on betterRetailing.com/ too-good-to-go. That was just one of many great THE BEST ideas that came out of the day. THINGS ABOUT Parin Gohil, managing director of Newtrade Media, which hosts the LSS ARE THE Local Shop Summit and publishes SOLID-GOLD Retail Express, counted 23 ideas in his closing speech on the day from RETAIL TIPS just three of the panel sessions, out of the six that were held. That’s why, on p25, we’ve put together the 18 top takeaways from the panels, as well as nine key quotes to summarise the day. Even if you weren’t there, there’s plenty you can add to your business. And if any of the ideas that we’ve outlined there, or anywhere else in Retail Express, are of interest to your store, do give me a call on 020 7689 3379. 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
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Editor in chief Louise Banham 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380
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The five biggest stories this fortnight 01
JMS Retail Concepts blames Conviviality for collapse
JACK COURTEZ FORMER Bargain Booze and Central Convenience owner Conviviality has been blamed by JMS Retail Concepts for its collapse. A source at the company claimed: “JMS Retail Concepts has been forced into liquidation by bad debts related to the collapse of Conviviality.” The source told Retail Express: “We’ve been waiting and waiting to be paid. We were owed a signi�icant amount, but we got a cheque in the post for just a fraction of that sum. There’s plenty of work in the pipeline, but we’re not able to fund it.” JMS Retail Concepts was a preferred shop�itter for One Stop stores, McColl’s BP forecourts, MFG forecourts, Penny Petroleum and Co-op store operator Denovo Retail. The company also refurbished and �itted other retail brands such as Holland & Barrett, The Fragrance Shop and Hawkin’s Bazaar. The source said the company has made sure no stores were undergo-
02
Barclays ATM fury
RETAILERS with post of�ices are set to lose revenue due to Barclays’ decision to end cash withdrawals through the network from 1 January 2020. The Communication Worker’s Union said the move would “wipe out” the bene�its of increased banking commis-
04
ing re�it work at the time of the collapse. JMS Retail Concepts had operated for 12 years nationwide and was based in Chorley, Lancashire. Approximately eight head of�ice staff and 75 tradespeople across the UK are affected. On-trade and off-trade al-
sions for subpostmasters �irst paid out earlier this month. Following strong public anger, the National Federation of SubPostmasters launched a petition to pressure Barclays to reconsider. The trade group said Barclays had shown “total disregard” for retailers.
Vape woes squashed
TOBACCO manufacturer JTI and the UK Vaping Industry Association (UKVIA) have squashed retailer concerns relating to vaping products, following a number of deaths reported in the US. Retailers reported a rise in
customers expressing concerns about the safety of the category. However, JTI’s head of UK sales, Ross Hennessy, said the deaths were linked to people vaping illegal or black-market vape supplies containing cannabis.
cohol wholesaler Conviviality also operated the Bargain Booze, Central Stores and Wine Rack off-licence and convenience store groups. Following the wholesaler’s collapse, its retail assets were acquired by Bestway for £7.25m through what Conviviality described as an “ac-
03
Asda cash and carry
INDEPENDENT retailers will soon have access to a new range of own-label products after Asda announced plans to open a cash and carry in a brie�ing this month. The multiple plans to open the facility on 28 November at its Patchway site in Bristol.
05
celerated sale process”, saving 2,300 jobs. However, Central Stores alone was worth £25m when bought by Conviviality the year before. Retail Express understands that much of the debt owed to companies like JMS Retail Concepts was not transferred as part of the deal.
The site will also be open to the public. Retail expert David Gilroy said the move would force wholesalers to provide a better service for their independent retail customers. It will stick major brands under its Member’s Mark club model.
‘Unfair’ Nisa orders
RETAILERS have been left out of pocket following Nisa’s move to revert its minimum order requirements for frozen from �ive cases back to 10 per order. Rav Garcha, of Nisa Hockley in Birmingham, said he will
have to spend thousands of pounds adding new freezers to cope with the change. The changes to Nisa’s Premier Service came into effect on 30 September, and were caused by the wider drop in order volume.
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22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
chris.dillon@newtrade.co.uk 020 7689 3379
GOOD WEEK
New PHE boss urged to be ‘more realistic’ ALEX YAU RETAILERS told Public Health England’s (PHE) new boss to be realistic after his predecessor published an unworkable ‘swansong’ of policy suggestions that would damage tens of thousands of independent shops. Chief medical of�icer Dame Sally Davies departed last month, but her �inal message was a childhood obesity report and a Telegraph interview mocked by experts for its proposals. These included banning eating
on public transport, multibuy promotions, till merchandising of ‘unhealthy’ lines and �lavoured vaping products. Davies also threatened retailers with plain packaging on drinks and snacks, and an expansion of the sugar levy to other products. A policy expert at a leading supplier described it as an “unrealistic swansong”, more like a wish list than anything that would become government policy. Former BBC politics editor Nick Robinson also told soft drinks manufacturers
at a recent event that it was unlikely to be adopted by Boris Johnson. Adrian Cooke owns Hockley Station Kiosk in Essex. He commented: “A lot of my sales come from impulse purchases by commuters. It’s a popularity contest with the government, who is making these proposals to play to the public.” Davies has been replaced by Chris Whitty. The new chief medical of�icer will serve under a prime minister who has indicated he wants to reconsider whether ‘sin taxes’ work.
In July, Johnson said: “Rather than just taxing people more, we should look at how effective the so-called ‘sin taxes’ really are, and if they actually change behaviour.” Retailers said this was an opportunity for PHE to start working with store owners to build “more realistic” ways to improve health. Ken Singh, of Boghar Bros Store in Wake�ield, said: “Improving the health
FORECOURTS: Forecourt sites have invested more than double on in-store improvements compared with the average independent retailer over the past year, according to the 2019 ACS Forecourt Report. The latest report found that, on average, forecourt retailers invested £14,463 per store compared to £7,181 invested by non-forecourt retailers. More than 75% of forecourts said they had engaged in community activities over the past year.
of children is important, but this should be through education. PHE should work on encouraging physical activity and making this information more widely available.”
ACS FORECOURT REPORT: What role do forecourts play in their local communities?
£14,463
77%
Amount invested on average per site in the past year
28%
7,402 express yourself “We’ve been facing problems since Costco opened, and Makro allowed its customers to use any Booker branch. These customers should be shopping at retailers, instead they’re going straight to wholesalers and buying in bulk. They have more disposable income and don’t mind paying more, which works out cheaper in the long run. Consumers are finding it easy to go to wholesalers, and that’s my major gripe.” Gaurave Sood, Neelam Post Office & Convenience, Uxbridge
engaged in community activity over the past year
provide a parcel collection point
Number of forecourt shops in the UK
03
MILK BOTTLES: Two Anglesey retailers have decided to install a milk bottle refill station and delist plastic bottles. Paul Ellis and Leonie Gaulton sourced a dispensing unit allowing customers to refill containers with milk from a local supplier. Customers purchased approximately 560 pints per week through the system since its introduction. betterRetailing.com/news/ milk-bottle-installation
BAD WEEK DRS: The Scottish deposit return scheme launch date is not workable, according to a source who attended the latest British Soft Drinks Association board meeting. Discussions at the recent meeting suggest that a number of manufacturers do not believe they will be ready for the planned 2021 launch. AUTOSPORT: Weekly motorsport title Autosport has nearly trebled its cover price after taking the decision to prioritise its digital platform. On 10 October, Autosport rolled out a new cover price of £10.99, up from £3.99 previously. Autosport is the most popular motorsport magazine, according to Smiths News circulation data, but retailers told Retail Express the price will cause customers to drop the title. betterRetailing.com/news/ autosport-price-increase
the column where you can make your voice heard
What impact will Asda’s new cash and carry have on independent convenience?
“I wouldn’t be concerned if one opened nearby because they’re trying to take business away from the likes of Makro and Costco. They let the public use them, but these businesses don’t really have the same customer base as us – they’re more about big bulk buys. The nature of convenience is about smaller impulse purchases. It’s a different clientele, and wholesalers have more to be worried about from the added competition than we do.” Mike Nichols, Costcutter Dringhouses, York
“I’m not overly concerned we would lose customers. We’re always up against supermarkets and it would make other wholesalers more competitive. I’m not worried about it affecting our footfall. My business relies on price-marked stock to give customers the confidence we won’t charge more than elsewhere. There’s already a Costco nearby, so we’ve faced something similar and not seen a major impact.” Ken Singh, Mill Hill Stores, Pontefract, Wakefield
Do you have an issue to discuss with other retailers? Call 020 7689 3379 or email chris.dillon@newtrade.co.uk
Ken Singh
NEWS
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Sustainability workable for c-stores Partnered stores across more than 30 locations in the INDEPENDENT retailers are UK can list products due to exbeing encouraged to tap pire at a discounted price on into the opportunities that the app. Customers can purlie within the sustainabil- chase the products through ity trend, regardless of store the app and then collect them nearer the store’s closing time. location or size. In some instances, products A handful of retailers under the Budgens and Nisa symbol are discounted by more than groups are actively reducing 50%, and businesses that parttheir food wastage through a ner with Too Good to Go are KEL0223_Elf On the Shelf Trade Ad_RE-Mini_AW1.pdf 1 new smartphone app called charged a fee per purchase and a yearly admin fee. Too Good to Go. MEGAN HUMPHREY
Paul Gardner, of Budgens of Islington in London, told Retail Express that he was made aware of the app by his store manager. “I’ve been using the app at my East Finchley store in north London. The products I’ve managed to sell through the app are fruit and vegetables, alongside breads and cakes.” In addition, the Central Eng17/09/2019 land Co-op17:00 has recommended retailers install sliding chiller
doors, after reducing its estate’s energy consumption by 61%. Speaking to Retail Express at the Women in Wholesale conference in London earlier this month, the company’s chief executive, Debbie Robinson, said: “Adding chillers to our sliding doors has helped improve efficiency for our shops and decrease our overall carbon footprint by 61%.” An independent retailer who installed chiller doors
similar to those in Central England Co-op stores claimed to have saved up to £10,000 on annual electricity bills. The
store owner spent £30,000 modifying 25 metres of chiller space in their 3,000sq ft three years ago.
To find out how to get started on the app, visit betterRetailing. com/too-good-to-go
Blakemore launches 6% loyalty reward SPAR retailers can take advantage of a new rebate scheme launched by AF Blakemore. The loyalty reward was announced at the Spar Retail Show in Telford, Shropshire, on 1 October. Retailers can earn up to 6% on all purchases, excluding tobacco. The wholesaler also announced the Blakemore leasing finance programme
to help retailers develop their stores. Speaking at the Spar Retail Show, Blakemore Trade Partners sales director Louis Drake said: “We’d like to make Blakemore leasing available to every retailer. If you’re having a store development project, you’ll be able to finance it through Blakemore and repay it on your weekly invoice.”
BARISTA BAR’S UK ROLLOUT
UK RETAILERS will soon be able to purchase Barista Bar coffee machines for their stores, following confirmation of a rollout by Northern Ireland-based Henderson Foodservice. Sales director Kiera Campbell told Retail Express’ sister title Better Wholesaling:
“We are excited to bring it to England with our partner Thomas Ridley.” Terry Mulkern, of EuroSpar in Newry, said his sales “jumped 30% overnight” after installing one of the machines to replace existing coffee machines in one of his stores.
Parcelly to expand retail network CLICK-AND-COLLECT provider Parcelly has confirmed to Retail Express it is looking to grow its network of partnered stores. A company spokesperson said retailers receive commission of 61p per parcel if they offer seven-day pick-up, or 99p for a 14-day pick-up window. When asked to determine what parcel volume retailers can expect through the service, they said: “Volumes are subjec-
tive. It depends on the number of customers retailers have.” The announcement makes Parcelly the only click-and-collect provider looking to partner with more sites.
PRODUCTS New value canned coffee brand PRIYANKA JETHWA FRIESLANDCAMPINA has launched a new ready-todrink coffee in the UK, Barista Coffee Co, aimed at disrupting the market with a value brand. Barista Coffee Co is currently available to in two �lavours, Caffé Latte and Caramel Latte, with an RRP of £1 (250ml), and plans to launch £1 price-marked packs in the future. Double Shot Espresso is now available to Booker retailers exclusively until January, before rolling out nationwide. In February, the supplier will also launch a Mocha Latte �lavour. Gaurave Sood, of Neelam in
Hillingdon, London, said he will try the new products, but the sector is getting incredibly saturated. “As a result, we have delisted the Monster coffee range and one variety of the Starbucks range, which has always been a strong seller. “Instead we have devoted space to the Costa Coffee range which is always obtainable on promotion and it has huge brand pulling power which can be seen by the sheer volume of sales.” Adam Hogwood, of Budgens of Broadstairs in Kent, added: “Hopefully the margin will support the potential volume of this launch, otherwise it’ll start yet another race to the bottom where no one wins.”
Ribena bursts back onto TV screens LUCOZADE Ribena Suntory (LRS) is bringing back Ribena onto TV screens with its £2.5m campaign following on from its marketing push in April. The campaign will include TV and digital adverts, and will promote the brand’s British heritage. By highlighting this across its bottles, cartons and squash formats, the supplier says the
‘Blackcurrant artistry’ campaign has already received good results for the brand. Charlotte Flook, head of Ribena at LRS, said: “The TV ads will feature during episodes of Made in Chelsea (E4), Coronation Street and Britain’s Got Talent: The Champions (ITV), Hollyoaks, First Dates Hotel (Channel 4) and The Only Way Is Essex (ITVBe).”
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
Royal Agio joins STG’s cigar range SCANDINAVIAN Tobacco Group (STG) has announced the acquisition of Royal Agio cigars from Netherlandsbased Highlands Beheer B.V. for €210m (£180m). The acquisition is subject to approval by the Competition and Markets Authority (CMA) in the UK, but is expected to be completed in the �irst half of 2020. It will add Mehari’s, Panter and Balmoral cigars to Scandinavian Tobacco’s range, adding 2% to its UK market share. STG country director Alastair Williams said that the main
A Dairy Milk minitreat from Cadbury MONDELEZ is launching Cadbury mini-bars, a new smaller pack format for its Dairy Milk bars. Cadbury Dairy Milk Mini Bars, RRP 35p, will come in specially-created counter-top dispenser unit for convenience retailers, and will contain 96 calories. A larger pouch pack containing eight individually wrapped mini-bars,
£2.29, will also be available to shoppers. Katrina Davison, brand manager for Cadbury Dairy Milk at Mondelez International, said sales of Cadbury Dairy Milk are worth £520m.
focus from the acquisition for convenience retailers will be Mehari’s Ecuador, Java and Red Orient. Red Orient currently does not appear in the top 15 bestselling cigars in independent and symbol retailers, but ranks at 11 from a total market perspective.
GSK unveils £3.9m Beechams campaign GSK is encouraging consumers to ‘Boss it with Beechams’ in its latest campaign for the cold & �lu brand. The £3.9m campaign will promote the new packs on TV, radio and online, as well as outdoor advertising in Leeds, Manchester and Birmingham. The TV campaign begins on 21 October and runs until February 2020.
Emily Fox, GSK marketing manager, said retailers can drive sales by promoting Beechams close to tills, stocking up ahead of the peak season and using clip strips. “GSK has also distributed interchangeable seasonable units that allow retailers to capture the attention of shoppers away from the healthcare �ixtures,” she added.
Nature Valley puts Walkers adds PMPs £1.5m behind new ad to Christmas range
Swizzels dishes out Halloween advice
GENERAL Mills is investing £1.5m behind Nature Valley in its new ‘Get out more’ TV campaign. On screen for four weeks, the 30-second advert will put emphasis on the cereal bar as an accompaniment for an outdoor adventure.
SWIZZELS is getting Halloween in the front of shoppers’ minds with its ‘Scared or prepared’ campaign. The promotional �ilm will show panic as households are reminded it’s Halloween night by a trick-or-treater turning up at their door. Claire Lee, brand manager at Swizzels, said: ‘‘The message of our campaign is something so many people
It will be supported with promotional activity, including video-on-demand, radio and Spotify advertising, as well as social media and PoS. The digital campaign will feature content for speci�ic times of day, such as afternoon breaks.
WALKERS is bringing back its Christmas dinner �lavours, which includes new £1 price-marked 75g bags for its Pigs in Blankets and Turkey & Stuf�ing �lavours. The launches join two multipacks – Sprout Lovers, which contains Brussels Sprouts, Turkey & Stuf�ing
and Pigs in Blankets, and Sprout Haters, which offers Glazed Ham, Turkey & Stuffing and Cheese & Cranberry, RRP £1.65. Christmas is the biggest sales opportunity of the year for savoury snacks, worth £645m and growing at 6.5%.
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can relate to – at one time or another, Halloween has been forgotten, only to be remembered with a dreaded knock on the door from a group of eager trick-or-treaters. “We want to eliminate the fear and make sure consumers are prepared, not scared this Halloween, while keeping the brand front of mind for all Halloween sweet treats.’’
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PRODUCTS
sponsored
Jakemans’ marvellous menthol campaign THIS season, Jakemans is supporting the brand with a circa £1.9m media spend to drive sales and increase awareness of its range. The campaign will include TV advertising across the winter period, from November until mid-January, supported by outdoor advertising in London. Jakemans menthol con-
fectionery contains no arti�icial colours or �lavours and is suitable for vegetarians. The range includes 100g bags in Throat & Chest, Honey & Lemon, Cherry, Peppermint, Menthol & Eucalyptus, Blackcurrant and Blueberry varieties. Throat & Chest, Honey & Lemon and Cherry are also available in a stickpack format.
Urban Eat festive range returns PRIYANKA JETHWA ADELIE Foods has unveiled its festive line-up for its Urban Eat brand, including traditional �lavours mixed with new combinations. The range, which will feature the brand’s new look, follows on from the seasonal range that was introduced last Christmas, which included a Vegan Feast Sandwich. The sandwich soon became the second bestselling line after Turkey Feast, as a result of more consumers following free-from diets, a trend widely noted throughout the industry, with suppliers such as Kerry Foods and Unilever also tapping into the trend with launches Naked Glory
and The Vegetarian Butcher. Available from 4 November, the Urban Eat Christmas range has an RRP ranging from £2.89 to £3.49, and includes: Turkey Feast Sandwich, Vegan Feast Sandwich, Turkey, Bacon & Stuf�ing Sandwich, Brie & Caramelised Onion Wrap and Pigs Under Blanket Panini. Wayne Greensmith, head of category marketing at Adelie Foods, said: “As competition for festive food-to-go sales intensi�ies, every year we invest in developing a range that has passed taste tests. “We are bringing back the traditional festive favourites that are sure to �ly off shelves. “Year on year, it exceeds our expectations in market.”
Unilever showcases new-look packs
Cofresh launches Diwali campaign
SUPPORTED by a £1m investment, Colman’s Condiments, from Unilever, has unveiled a bright and bold packaging redesign for its jars that will highlight its use of locally sourced ingredients. The brand has also made changes to its dry packet sauces and meal makers, revamping the packaging with a new design which will also now be colourcoded, helping shoppers navigate by meal and recipe type. The RRP for the jars is £1.50 and for the packets it’s 70p, and they are both now available from all major wholesalers.
RUNNING until 27 October, Cofresh’s ‘With love & spice’ Diwali campaign is designed to boost awareness of the range and drive footfall in the run-up to the festival. The supplier will be advertising on the back of 325 buses, bus stops and key areas of high world-food consumption including London, Birmingham, Cardiff, Leeds, Bradford and Manchester.
Kingsmill boosts healthy campaign
Vape Dinner Lady launches new device
KINGSMILL is set to hit TV screens with a new campaign. The ‘Loaf’s good’ campaign showcases Kingsmill 50/50 Vitamin Boost as the ‘Bread with super baked in’, highlighting the seven vitamins and minerals in every slice, tapping into the trend for healthier options. The campaign is backed by a
£2m budget across TV and digital, and will run for �ive weeks. Matthew Cullum, director of marketing at Allied Bakeries, said: “After the success of the ‘Loaf’s good’ advert, which debuted in 2018, we wanted to launch a second wave of activity to celebrate the goodness of our 50/50 Vitamin Boost loaf.”
VAPE Dinner Lady has partnered with Nisa and Costcutter to roll out its new Disposable Pod, a disposable e-cigarette. The Disposable Pod will be available in three �lavours, including Lemon Tart, Smooth Tobacco and Blue Menthol, and comes pre-�illed with e-liquid. John Taylor, chief marketing of�icer at Vape Dinner Lady, said: “We’ve had a successful relationship with Nisa and Costcutter to this point, and today’s announcement comes on the back of recognition of our premium quality credentials. “We’re delighted to partner with market-leading convenience brands and are certain
The campaign is expected to be seen by more than 18.5 million consumers. Debbie King, director of commercial sales and marketing at Cofresh, said: “Diwali is one of the most celebrated occasions in the Indian calendar and its focus on celebrating and sharing makes it a natural opportunity for retailers to capitalise on the season of traditional get-togethers.”
that, as �irst national stockists of our unique Disposable Pod, they will enjoy �irstmover advantage.”
Have your Halloween cake and eat it RETAILERS can cash in on Halloween cakes with launches from Fatherson Bakery. The range includes fourpacks of Halloween Cupcakes, six-packs of Fairy Cakes and Toffee Apple Loaf Cake, and
is available to Budgens, Londis and independent retailers. All products have a 14-day shelf life. The products’ packaging is made from 100% recyclable plastic.
Budweiser kicks off football partnership BUDWEISER Brewing Group has announced a partnership between its �lagship brand Budweiser and captain of Real Madrid and the Spanish national team Sergio Ramos, as part of its ‘Beer of kings’ campaign. Limited-edition aluminium bottles featuring replicas of Ramos’ tattoos will be available to retailers, aimed to create stand-out on shelf to drive value sales for retailers and their customers. Steve Arkley, Budweiser’s global vice president, said: “Budweiser is proud to celebrate the journey of Sergio Ramos as a king of global football and one of the greatest players of his generation. “We’re excited to spotlight
his story in such a unique way for football fans worldwide and our ambition is to inspire consumers to step up and taste greatness.”
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
Follow your own path, Double truffle aims says Dark Horse for organic growth DARK Horse is encouraging consumers to ‘Follow your own path’ this autumn, with a new campaign. Running until Christmas, the 30-second TV ad and social media activity is expected to be seen by consumers 30 million times. It marks the brand’s largest marketing investment to date. Dark Horse is growing by 38% year on year. Its Rosé variety is the fastestgrowing top 20 rosé over £7, growing at 150% compared to the rest of the premium rosé category, which is growing at 9%. The brand is aiming to drive sales further with
the launch of its Malbec in May. Malbec is the fastestgrowing of the top 10 wine types in the UK.
BOOJA-BOOJA Hazelnut Crunch and Almond Salted Caramel Truf�les are now available in two-packs, which can be stocked in impulse areas in store to drive sales. Supplied in a shelf-ready outer, the two-packs have an RRP of £1.29. BoojaBooja truf�les are made
with dairy-free chocolate and are organic. Louise Collins, Booja-Booja marketing coordinator, said the launch will make the product more widely available and enable it to target shoppers looking to treat themselves.
07
Second veggie pie joins the Fray FRAY Bentos has launched its second vegetarian pie in the past year. The tinned Cheese & Onion pie, which has an RRP of £1 and can be cooked in the oven in 30 minutes, follows its Vegetable Balti pie.
Lorraine Rothwell, Fray Bentos marketing director, said the brand’s Vegetable Balti pie sold more than 30,000 units when it launched in March, making a second vegetarian option a “no brainer”.
An alternative way to New eight-piece range Rustlers tries thinking countdown to Xmas is a catch for Spar inside the box CONSUMERS looking for an alternative to chocolate advent calendars are the target for Haribo’s latest launch. The brand’s 300g advent calendar is back for Christmas 2019 and contains Maoam Bloxx and Pinballs, as well as Tropfruitti and Goldbears. Claire James, Haribo trade marketing manager, said: “The calendar is ideal for those who can’t eat – or simply do not want – chocolate, and also for fans of the brand who would like to try our seasonal selections and international products.”
SPAR retailers are set to bene�it from eight new ownlabel �ish products with RRPs between £2.85 and £3.99. The range contains Smoked Salmon Fillets, Smoked Mackerel, Hot Smoked Salmon Flakes, Cod Fillets, Haddock Fillets, Salmon Portions, Breaded Haddock Fillets and Breaded Cod Fillets.
Scarily good sales for Rise of the Costcutter stores machines COSTCUTTER retailers are driving seasonal sales with a ‘Scarily good’ campaign in the run-up to Halloween, which includes promotions, in-store displays and social media activity. The campaign will work with social media celebrities to drive sales, as 40% of Halloween purchases come from posts seen on Twitter, YouTube, Facebook and Instagram. Sean Russell, marketing director at Costcutter, said: “Halloween is a key calendar date and not surprisingly has become an important event in the convenience retail calendar.” The activity will target families looking for value
items, and those who are looking to pick up meals to go alongside alcohol.
CHATBOTS, mobile optimisation and new category advice are part of a raft of new features coming to JTI’s retail website, JTI Advance. The chatbot is designed to help retailers �ind information they need quickly on the website, which was originally launched in 2014. It now has more than 23,000 users and communicates legislative changes and category advice. Adam Perry, JTI digital trade marketing executive, said: “Our newly improved site has been enhanced to improve the user experience across all devices, and extend the level of information available to upskill retailers and their staff.”
Dave Wright, Spar assistant brand manager, said: “Seafood purchases are likely to in�luence other ingredients, offering opportunities for cross merchandising, promotions and PoS – giving retailers a great chance to grow sales by stocking these lines.” Eighty-�ive per cent of adults say they have eaten �ish in the past three months.
RUSTLERS has unveiled a new ‘cook in box’ format for two of its products, which enables consumers to heat a burger without opening the pack. The brand’s All Day Breakfast Double Sausage Muf�in and Classic Cheeseburger will be available in this format with an RRP of £2.50, and will be rolled out to Co-op, Nisa and One Stop stores in the coming months. Adrian Lawlor, marketing and business development director at Kepak, said the product is a response to an “untapped opportunity” to address the needs of on-thego consumers.
ADVERTORIAL GROW YOUR SALES
08
CASE STUDY
DIPAK SHAH H&R NEWS Location: Camberley, Surrey Shop size: 750sq ft Staff: Two full-time, three part-time
EXPLORING NEW OPTIONS Retail Express joins DIAGEO’s GEORGINA STAPLES to help Surrey retailer DIPAK SHAH remerchandise his display and make more from adventurous shoppers
OVERVIEW WITH 290 launches of spirits and craft beer in 2018, it’s no surprise that consumers are increasingly open to discovering new alcoholic beverages. According to Diageo’s ‘Transforming Drinks Experiences’ report, it’s predicted that 7.5 million beer drinkers in the UK are open to trying craft beer. This means it’s crucial that retailers stock the right range and merchandise effectively in order to take advantage of consumers’ thirst for discovery. Dipak Shah has been a retailer for two years, operating in the town centre of Camberley, Surrey. His store, H & R News, opens earlier than surrounding multiples and convenience stores, and he prides himself on being a one-stop destination. Noticing a rise in shoppers willing to try new drinks, Shah often updates his range to meet new and upcoming trends, but he is interested in learning more about stocking the right lines to increase sales. Here, Diageo’s business development executive, Georgina Staples, explains how Shah can cater for customers looking to try something new.
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
In partnership with
09
THREE STEPS TO SUCCESS 1 MERCHANDISE
2 FOLLOW NEW
3 EXPLORATION
“Dipak listens to his customers. If there’s a product they want, he will go out of his way to stock it,” says Staples. “Flavoured spirits – like Gordon’s Premium Pink Distilled Gin – are on-trend, and bringing new drinkers to the category. Remerchandising spirits to be segmented into flavours makes it more accessible for the consumer.”
“World, premium and craft beer are in growth1. This is driven by consumers looking for unique products. Retailers can make the most of the craft beer opportunity by stocking the right products, such as Hop House 13, as a stepping stone into the category,” she explains.
“Dipak has a slightly older customer base who tend to be willing to trade up, especially on whisky and gin,” Staples says. “Stocking a premium option – such as Johnnie Walker Black Label or Tanqueray Flor de Sevilla – presents the opportunity for consumers to explore and discover a new product in their favourite categories.”
BY FLAVOUR
TRENDS
OPPORTUNITIES
TOP
THE
RESULTS
TIPS 01
“We try to stock the products our customers want, but encouraging them to try something they haven’t seen elsewhere is a challenge for us. Following the visit with Diageo, I’ve learnt how simple changes can rejuvenate a display and encourage customers to try something new. Hop House 13 has sold out already, and I’ve had to get more in, so I’m positive this product will become a new bestseller,” Shah says.
Diageo business development executive Georgina Staples explains how to meet shopper missions by exploring new craft beer and gin options
Educate consumers into new categories Consumers are likely to try a new product if they know more about it. Clear flavour descriptions on your display can educate them on new products on the market. Merchandising effectively and stocking the right range is key to making categories, such as whisky, accessible. Focusing on a flavour-led approach is a great way to bring new drinkers into this dynamic category.
02
Craft the perfect range
03
Make the range accessible
With 1,937 new beer and cider launches since 20161, there is more for consumers to explore.However, such diversity in craft can be overwhelming. By stocking established brands, such as launches from the Guinness Open Gate Brewery, retailers encourage consumers to explore craft comfortably.
Retailers should look to make their alcohol categories as accessible as possible. A more accessible category means a greater opportunity for consumers to explore and discover something new. Consider stocking a premium brand in your gin range – such as Tanqueray Flor de Sevilla – to encourage customers to trade up. 1. CGA OPMS MAT 23.02.19
To find out more on how you can make the most from balanced choices, please visit betterRetailing.com/category-management/diageo-balanced-choices
INDEPENDENT ACHIEVERS ACADEMY
FINALISTS ANNOUNCED Congratulations to the 37 local shops that are exceeding expectations in the 12 IAA disciplines below. Twelve Category Stars and the Overall Best Shop will be announced at the IAA Gala in London on 27 November
EFFECTIVE RANGING
MARKETING TO CUSTOMERS
CUSTOMER SERVICE
Costcutter & The Food Shop, Swanage Londis Stour Road, Christchurch Nisa Local Halesowen, Dudley One Stop Canterbury Stores, Canterbury
London Road Bakery (Spar), Boston Premier Lower Darwen, Lancashire Spar Errol, Perth The Village Deli, Pulborough
Al-Amin Stores, Cambridge Ash’s Shop Fenstanton (Nisa Local), Huntingdon Londis Ferme Park Road, London Nisa Local High Heath, Walsall
IN-STORE DISPLAY
RESPONSIBLE RETAILING
STAFF DEVELOPMENT
In association with Lucozade Ribena Suntory
In association with Mondelez International
Mulkerns Eurospar, Newry Ruprai Food & Wines, Birmingham Spar Parkfoot, West Malling The Village Deli, Pulborough
In association with Post Office
In association with JTI
Hillingdon Spar Convenience Store, Burnley Londis Solo Convenience, Glasgow Nisa Local High Heath, Walsall Shop on the Green Chartham, Canterbury
In association with CCEP
In association with NFRN
Londis Stour Road, Christchurch London Road Bakery (Spar), Boston Selection Box, Bridgend Spar Parkfoot, West Malling
IT’S ANYTHING BUT AVERAGE
AVAILABILITY In association with Blu
SHOP LAYOUT In association with Pernod Ricard UK
#IAA19
MERCHANDISING In association with Mars Wrigley
Arnold Road Premier Stores, Nottingham One Stop @ The Prior Way, Derby One Stop Mount Nod, Coventry St Mary’s Supermarket, Southampton
Day-Today Redburn Road, Prestonpans MJ’s Premier Store Oldham, Greater Manchester One Stop Cranhill, Glasgow Premier Value Centre, Newcastle upon Tyne
Costcutter & The Food Shop, Swanage Londis Oaktree Road, Southampton Nisa Village Stores Mickleton, Gloucester St John’s Budgens, Kenilworth
SERVICE TO THE COMMUNITY
DIGITAL ENGAGEMENT
RETAIL INNOVATION
In association with Booker Wholesale
Hopes of Longtown, Herefordshire Londis Stour Road, Christchurch Nisa Local High Heath, Walsall Vyas Convenience Store (Premier), Manchester
In association with PayPoint
Bargain Booze Milton (Bright Laced Ltd), Stoke-on-Trent London Road Bakery (Spar), Boston MJ’s Premier Store Oldham, Oldham One Stop Mount Nod, Coventry
In association with Upfield
Day-Today Redburn Road, Prestonpans One Stop Coventry, Coventry Premier Eldred Drive Stores, Orpington Woosnam & Davies News, Llanidloes
DID YOU MISS THIS YEAR’S OPPORTUNITY TO MAKE THE LIST? Register your interest and we’ll be in touch to help you take part next year! betterRetailing.com/iaa-finalists-2019
CATEGORY ADVICE
12
SIGNPOSTING SUCCESS
We join two London retailers to see how OCTAVIA PRENDERGAST’s expert category advice is boosting their soft drinks section, driving sales and bringing in new customers HAVING an easy-to-shop, well-laid-out soft drinks fixture is key for maximising sales in the category and helping deliver future growth. This begins with stocking the bestselling, most recognised brands where customers’ eye lines will naturally fall. In July, Retail Express and Red Bull’s Octavia Prendergast visited two London retailers to share category advice on improving their soft drinks range to meet customer needs more effectively.
AFTER
FOCUS ON ZEHRA MELEMENDI Organic Village Market, East Dulwich, London
CHALLENGES Vertical blocking: Energy drinks, carbonates and juice drinks were mixed together, making it difficult for customers to navigate the fixture. Signpost brands: Signpost brands, such as Coca-Cola and Red Bull, were on high and low shelves, out of eye-line, making them harder to spot. Customer appeal: Zehra wanted to appeal to customers making healthier choices, but wasn’t sure how to make them stand out to shoppers.
CHANGES TO DRIVE SALES Vertical blocking: To make the display easier to shop, we vertically grouped products based on shopper need states such as refresh, replenish, functional and hydrate. Signpost brands: To help customers locate their favourite brands, we placed them in the chiller in the strike zone where their eyeline naturally falls. Customer appeal: To appeal to Zehra’s customer base, we aligned her range to meet shopper needs and maximise sales, focusing on organic products.
ZEHRA SAYS
“HAVING an expert from Red Bull come to the store has been really beneficial, especially the improved layout, which I’m really happy with. Customers seem to be taking less time to decide what drinks they want to purchase since the changes. I am delighted with the sales increase, especially as my footfall is lower in August due to the summer holidays. Red Bull is still my top seller, but other products are now getting noticed. I will definitely be keeping the changes.”
THE RESULT
4%
The increase in Zehra’s sales since she adopted Red Bull’s merchandising principles
KEY LESSONS
1
Vertically group products based on shopper need states to make your display more eye-catching.
2
Place signpost brands where your eyeline naturally falls to help shoppers locate them quickly.
3
Align your range to your local demographic, so you appeal to your shoppers and maximize sales.
BEFORE
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
In partnership with
13
Promotional feature
AFTER
FOCUS ON KUKI SINGH Budgens Thames Ditton, Surrey
CHALLENGES Need states: Kuki’s chiller offered a lot of different types and flavours of drinks, but it was difficult for customers to find what they wanted. Being impactful: Kuki has a small soft drinks chiller, and bestselling brands were difficult for customers to see as they were placed low down. Share of space: Kuki was giving a lot of space in his chiller to slower-selling segments, meaning key lines were being missed by customers.
CHANGES TO DRIVE SALES Need states: To speed up decision making, we arranged the chiller to follow shoppers’ needs: refresh, functional, replenish and hydrate. Being impactful: To improve shopability of the display, we moved signpost brands such as Coca-Cola, Red Bull, Lucozade and Volvic to eye level.
THE RESULT
29%
The year-on-year sales increase since Kuki adopted Red Bull’s merchandising principles
Share of space: To boost sales from the fastestgrowing segments, we aligned the share of space in the display to the sales in store.
GET INVOLVED
KUKI SAYS
“I’M really happy with the sales increases and I’m very thankful to Red Bull for spending the time in my store to make the changes to my soft drinks fixture. Some of the new lines took a little while for customers to start trying them, especially as August is a quieter time of year for the store. I’m hoping they’ll pick up now everyone’s back to work after the holidays.”
BEFORE
If you want to grow sales and improve the performance of your store, call 0207 689 0500
KEY LESSONS
1
Vertically arrange your fixture to follow consumer need states: refresh, functional, replenish and hydrate.
2
Stock bestselling brands where your customers’ eyeline naturally falls to ensure you catch their attention.
3
Align category space in your display to share of sales to boost purchases in the fastest-growing segments.
RED BULL’S TIPS FOR YOUR STORE
1 2 3 4
Merchandise your fixture to meet consumer need states, in the following order:
Refresh – carbonated drinks for someone wanting to indulge Functional – energy drinks for those looking for a boost Replenish – sports drinks for someone needing to refuel Hydrate – fl avoured and plain waters for those quenching their thirst
GET INVOLVED
EXPERT ADVICE OCTAVIA PRENDERGAST
Category Manager, Red Bull
“It’s great to see the impact that following our merchandising principles has had on Zehra and Kuki’s sales, particularly over a quieter period. It shows that giving fair share of space to each segment can help boost sales. I’m particularly pleased that Zehra’s sales of Red Bull products increased by 41%, which I’m sure will continue as customers get to know the new products better.”
DRIVE SOFT DRINKS SALES IN YOUR STORE For more advice and tips, and to see more of Kuki and Zehra’s shops, go to betterRetailing.com/signposting-success
14
DON’T MISS THE 1 NOVEMBER 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
ASDA: What impact will its cash and carry service have on wholesalers?
“THE ‘trade only’ concept is dead. Business customers look for value from every possible avenue. Wholesalers close to their customers with a well-defined proposition and offering great value have little to fear. Those who don’t have their game together will suffer.”
“THE move will potentially encourage other wholesalers to open their doors to the public. The whole market is now just about supply and availability. Do major brands care where independent retailers source their products from? No. Wholesalers must open their doors to the public before they’re shut for good.”
David Gilroy, wholesale expert Keith Robinson, founder, Compare the Wholesaler
Wholesalers must open their doors to the public before they’re shut for good
Special report: What every retailer needs to know about the CBD market
PLUS
BARCLAYS: Will the end of withdrawals affect subpostmasters?
The most popular premium gifts you must have on your shelves
THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ERS ADING RETAIL TITLE IENCE FOR NE NVEN WS AN CO D D CONV S AN R NEW ENIENC FO E TL E RETA ING TI ILERS AD et LE Secr nt THE ‘How I increased news
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“THE NFSP is calling for Barclays to rethink its decision. Barclays is telling its customers it doesn’t care about them. It is telling subpostmasters it doesn’t care about them. The bank needs to locate its moral compass and reverse this decision before it is too late.” Calum Greenhow, chief executive, NFSP
Stuart Reddish, national president, NFRN
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RETAIL CRIME: What progress has been made to tackle its rise? Page 27
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“THE decision will hit tens of thousands of elderly and vulnerable people, especially in rural areas, who rely on their local post office since Barclays closed many local branches. Barclays has made the wrong decision and needs to understand the impact it will have.”
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The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 7689 3394 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367
“A SENTENCING law proposed in the Queen’s Speech to deal with violent offenders will be welcome, but there is more to be done. We need targeted intervention to stop repeat offenders of low-level crimes, and this must start with the scrapping of ineffective fixedpenalty notices.”
“I AM delighted to see my bill formally lodged in Scottish Parliament – it marks the start of the process of parliamentary scrutiny and the prospect of bringing legal protection for retail workers that the growing evidence of violence and abuse makes clear is needed.”
James Lowman, chief executive, ACS
Daniel Johnson, MSP, Scottish Labour
We need targeted intervention to stop repeat offenders
TESCO: What’s in store after Dave Lewis’ departure?
It’s rare for a CEO to recognise the right time to quit
“HE leaves Tesco in a better place. Growth targets in operating margins are ahead of schedule and trust has been regained. It’s pretty rare for a CEO to recognise the right time to leave an organisation, to quit while they’re ahead.” Jonathan Reynolds academic director, University of Oxford Institute of Retail Management
“KEN Murphy has some big shoes to fill. With his mantra of ‘customer first’ now central to everything Tesco does, Dave Lewis has improved the supermarket’s fortunes immeasurably in the five years he has been chief executive.” Phil Halls-Smith, commercial partner, Joelson
LETTERS
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
15
Jeet Bansi
Letters may be edited
Meon Vale Londis, Stratfordupon -Avon
How making your store an experience can bring shoppers back
‘Autosport’s price rise is the biggest car crash ever to feature on their pages’ I HAVE been in the newstrade longer than most people in the industry, and I have seen many things happen over the years with publishers and indeed wholesalers that have de�ied the logic of sensibility. This latest explosion by the publisher of Autosport simply kicks every newsagent in the country below the belt, but it will certainly back�ire, big time.
The publisher has decided it no longer wants its customers to buy a printed edition of the weekly magazine, but to go online, so it had the brainwave of increasing the selling price by £7 to £10.99. Newsagents from all over the country have told me that 99% of ordered copies have been cancelled, losing newsagents a vast amount of money each week. The total disgrace of this
publisher is it didn’t have the decency to send a letter to newsagents explaining this crazy idea, or thanking them for their loyal service over the many years. Just a kick in the teeth, we don’t need you any more, so two �ingers to you all. Though we have seen repeated price rises amid attempts to push readers online from national newspaper publishers, I hope they
TWEETS OF
have more sense than to also see price rises as a means for growing online. The only way for continued success within the industry is working together, and I sincerely hope the newspaper publishers remember the old saying, that working together with the independent HND newsagents remains the only way forward. Brian Webb, Webbs of Leverington, Wisbech, Cambridgeshire
THE WEEK
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@retailexpress
WIN £50-worth of Sunny D stock
This is the way to reduce #foodwaste in store @ThisIsRN @betterRetailing #LSS19 @anita_nye @Norwellshop @ShopOnTheGreen
SUNNY D is venturing into categories previously unknown, and you can join it with an exciting competition. Readers of Retail Express have the opportunity to win £50-worth of this great-tasting new product. Five lucky winners will be selected from all entrants.
Good to catch up with @ACS_LocalShops in the commons this pm and to meet @woodbines to talk shops & especially how we can progress action on preventing attacks on shop staff – there is a real sense that progress can be made when the government respond to the current consultation @DavidHansonMP
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.
On the train down to #LSS19 left the shop fitters and @AquaVapeUK to fit the new display while I’m away! @ThisIsRN you guys can’t say I’m not committed! @AmritPahal
IN OUR sector, the experience we offer our customers is paramount in order to differentiate ourselves from the multiples. On a daily basis, we interact with many organisations, from banks to mobile phone companies and so on. But how do we translate these experiences to what we deliver for Each issue, one of seven top our customers? retailers shares advice to How much make your store magnificent interaction is there in supermarkets between the cashier and the customer? If they have picked only one item from a multibuy, does the supermarket cashier promote the deal? In our store, we aim to deliver an experience that will keep the customers coming back. We do it in five key steps. 1. Greeting the customer as they walk in and acknowledging them as they walk around the store. Offering assistance if we see them struggling to find an item. 2. Offering to pack the items or carry them to the car. 3. Cross-promoting or asking if they have found what they were looking for. 4. Interacting with the consumer. Rather than just a financial transaction, making it a conversation. We want the consumer to walk out with a ‘verbal smile’ and recommend us to their friends and family. 5. Can the customer help you? Interacting with the customer. Can they give you any feedback on something that you don’t stock. Perhaps they are doing you a favour by recommending a particular item that others may wish to purchase from you. In our business, how the customer perceives us and the experience that is created in store can be the difference in them returning or not.
Get in touch
@retailexpress betterRetailing.com facebook.com/betterRetailing chris.dillon@newtrade.co.uk 020 7689 3379
CATEGORY ADVICE
16
In partnership with Promotional feature
TREAT YOURSELF TO HIGHER SALES RETAIL EXPRESS joins MARS WRIGLEY to find out how you can drive footfall by making improvements to your confectionery range CONFECTIONERY is key for convenience retailers, but with a wide range of brands and constant launches to choose from, deciding what to stock and merchandising your display effectively can be challenging. Retail Express joins Joy Hewson and Aileen Penman on behalf of Mars Wrigley at two stores near Birmingham to help improve their core ranges and displays and make their fixtures easier to shop.
GET INVOLVED For more advice and tips, and to see more of Shailesh and Vicky’s shops, go to betterRetailing.com/ treat-yourself-to-sales
Before
Before
MARS WRIGLEY’S TIPS FOR YOUR STORE
1 2
Make sure bestselling lines are located in the centre of the fixture. Confectionery is a sociable treat, so stock a range of sharing bags and block chocolates.
EXPERT ADVICE
JOY HEWSON
Team Manager representing Mars Wrigley in the West Midlands
EXPERT ADVICE
AILEEN PENMAN Team Manager representing Mars Wrigley in Worcestershire
FOCUS ON
FOCUS ON
Nisa Local New Invention, Wolverhampton, West Midlands
Vicky’s Convenience Store, Bromsgrove, Worcestershire
SHAILESH PAREKH
VICKY ONIONS
“We are a forecourt with a convenience offer in a residential area, so we have a lot of locals. We also have great links to the motorway, though, so we have a lot passing trade. However, my confectionery sales are struggling as shoppers are becoming more health-conscious. I have a wide range, but the display can be quite overwhelming for customers and it’s difficult to locate bestselling brands.”
“The confectionery category is fast-moving, and it can be difficult knowing how to merchandise my display effectively to drive sales, or to price competitively. My fixture is not immediately visible, so I struggle to encourage shoppers to purchase other products or trade up. I’m located near a prison and I have a lot of passing trade from visitors, so my chocolate is often picked up last-minute.”
JOY ADVISES
AILEEN ADVISES
“Shailesh has a large range, and he caters to his regular and transient customers well. However, it is difficult for his customers to locate bestselling brands. To make the display easier to shop, we will group different types of confectionery, such as duo bars, together at eye level. To make it easier for shoppers to find what they want for different occasions, we’ll face the larger chocolate bars forward to make them more visible, and add a secondary siting for sharing bags by the coffee machine.”
“Vicky has used the limited space in her shop well, however there is an opportunity to introduce sharing bags and block chocolates into her range to encourage people to buy them as gifts or for sharing, which would mean a higher spend and growing sales. Placing them on the gondola end will help customers locate their favourite brands and highlight the range. We’ll also look at introducing a secondary siting to improve visibility nearer the till and encourage impulse sales.”
ACTION PLAN
ACTION PLAN
1
1
Disciplined display: To help customers find popular products, we remerchandised duo bars and placed them at eye level so they’re easier to find.
opportunities: We added a selection of 2 Sharing sharing bags next to the magazines to encourage impulse purchases and increase basket spend.
blocks: Sharing blocks were difficult for 3 Grouping customers to see and were often missed, so we placed them facing forward on the top shelf.
Visibility: To maximise key sales opportunities, we added a secondary display of block chocolates and sharing bags in a high-traffic area.
2 Presentation: To help customers shop the fixture,
we grouped duo bars together in a prime position, which makes it easier to find favourites.
3 Range: We introduced top-selling lines – such as
Maltesers Buttons – that were missing from Vicky’s display to help her cater to different shopper needs.
3 4
To meet the demands of busy customers, block standard bars together.
Think about your local area, and make it easy for customers to buy for specific occasions.
THE OPPORTUNITY
49% of confectionery sales come from sharing formats
71% of chocolate is bought on impulse
WHAT HAPPENS NEXT? Over a six-week trial period, Shailesh and Vicky followed Joy and Aileen’s expert advice and we tracked the sales data.
Keep a look out for Retail Express on
5 NOVEMBER
CATEGORY ADVICE SOFT DRINKS
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
FIZZING WITH EXCITEMENT TAMARA BIRCH takes a look at key soft drinks trends, and gives retailers advice on how they can range and merchandise effectively to make the most from this category
BUYING ON IMPULSE SOFT drinks are one of the biggest and most important categories for retailers to make a success of. In recent years, new products and rising trends have shifted the dynamic of the category as a whole. A core range remains vital for retailers when assembling a soft drinks fixture. But, with the rise of healthier alternatives and customers looking to trade up, knowing what to
stock, and merchandising effectively, can increase sales. Fifty per cent of soft drinks are bought on impulse, according to Lucozade Ribena Suntory (LRS), so to ensure high sales, keep up to date with current and upcoming trends. Stock a range of popular names, such as Coca-Cola and Pepsi, to meet the demand of customers wanting to stick to their favourite brands.
the stat
50%
of soft drinks are bought on impulse
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CATEGORY ADVICE SOFT DRINKS
HEALTH AND WELLNESS HEALTH and wellness is a key influence on shopper purchases – a trend that has accelerated since the arrival of the Soft Drinks Industry Levy in 2018. To meet the demand for low- and no-sugar soft drinks, manufacturers have launched products to reinvigorate their core ranges. For example, this year, Red
Bull launched Coconut & Berry Edition, a sugar-free variety. Although shoppers are making healthier choices, it doesn’t mean they want to skip on favourite products. So, to capitalise on the health and wellness trend, offer a low-calorie substitute under the key brands, such as Pepsi Max.
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“Understanding your customer base and tailoring your soft drinks offering accordingly is key when it comes to driving sales,” says Barr Soft Drinks marketing director Adrian Troy. “Retailers can enhance their profits by talking to their customers and finding out what they want.”
Matt Gouldsmith, wholesale channel director at Lucozade Ribena Suntory (LRS), discusses the soft drinks trends retailers need to know about “SHOPPERS’ spending on zero- and low-sugar drinks has increased by 33% and 29%, respectively. In fact, there is now a higher volume of zero-sugar drinks bought than regular, which is the first time this has happened. It’s important to focus attention on attracting new shoppers to the category through flavours. Recent research LRS has conducted has identified six key category drivers and the simple changes to shopper missions that could fundamentally alter the value of the soft drinks sector. These include the opportunities around tastier, healthier refreshments for consumers and their increasing interest in leading active and effective lives.”
key lineS Three key product launches in 2019 Red Bull Coconut & Berry Edition Launched in March, Red Bull Coconut & Berry Edition is available in a sugar-free option, as well as original. The product offers the energy boost of Red Bull, with an added taste of coconut and berry – a great addition for retailers growing their flavoured offering. Lucozade Energy Earlier this year, Lucozade Ribena Suntory (LRS) revealed new pack designs across its Lucozade Energy range. The range comprises Caribbean Crush, Brazilian, Wild Cherry, Pink Lemonade and Apple Blast. In June, LRS also launched a £2m campaign to drive brand awareness. Pepsi Max Raspberry Launched in March, Pepsi Max Raspberry joined the Pepsi Max range in convenience stores. The latest addition is to help retailers capitalise on the consumer trend for new and unique flavours. Pepsi Max Raspberry is available in a 330ml can and 500ml and 1.5l bottles.
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Florence Brain, out of home director of channel operations, Britvic, explains the soft drinks trends that retailers need to know “SINCE the Soft Drinks Industry Levy came into effect last year, we’ve seen a significant uplift in people switching from full-sugar drinks into low- and no-added-sugar alternatives across the board – showing that consumers have embraced the change. We suggest retailers segment the chiller into four areas – carbonates, stills, energy and vitality, and water. Always make sure single-serve drinks are kept chilled and ready-to-drink straight away to drive impulse purchases.”
CATEGORY ADVICE SOFT DRINKS
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THINK DAIRY FLAVOURED milks are great products for parents looking to give their children a sweet treat. The subcategory is worth £381m, with flavoured milk in the convenience sector worth £157m. This showcases the opportunity for retailers to grow the category.
Last year, 15% of consumers switched to milk drinks from other soft drinks as they search for a healthier alternative to carbonates and energy drinks, according to Yazoo. “We know that shoppers are looking for healthier options,” Wayne Thompson, Yazoo’s customer
Top Tips marketing manager, says. “Dairy drinks are currently exempt from the sugar levy, due to their high milk content.” Add top products, such as Yazoo or Twix milk drink, to your range to appeal to parents looking to treat their children, or those looking for alternatives.
How to effectively merchandise your soft drinks Be visible Place soft drinks in a prominent location, potentially near your food-to-go items for smaller formats. Also, use gondola ends for take-home soft drinks. Maintain high availability to keep up with demand. Stock the right range Knowing your audience is key for knowing what to stock. Segment your range in subcategories, such as carbonates, juice and flavoured water, energy and sports drinks. Food to go Thirteen per cent of convenience missions are driven by food to go, so stock bestselling lines near your food-to-go offering. Consider a meal deal with a soft drink included. Offer a variety Although shoppers are looking for healthier alternatives, some still prefer original varieties of popular soft drink brands. If space permits, stock a can and bottle format to ensure you aren’t missing out on potential sales. Offer a budget and premium range Stock a value selection for customers who are shopping on a budget, or with a younger demographic. Bury retailer Kev Murji, of Go Local Extra Colville Drive Stores, says some of his biggest sales come from products he sells at lower prices. Murji stocks a range of LSV Sport and Boost Sports drinks for 50p, which he says has helped increase spend throughout the store.
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CATEGORY ADVICE WINTER REMEDIES
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
WINTER’S COMING
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the stat
45%
of Fisherman’s Friend sales come from convenience stores
With cold and flu season just around the corner, DARYL WORTHINGTON takes a look at what retailers need to consider in their winter remedies ranges
SCALE OF THE OPPORTUNITY
MAKE THE MOST OF MEDICINES WITH winter coming, it’s the perfect time for retailers to take a look at their medicines range and make sure they’re getting the most from the category while offering their customers what they need. Just how important this category is for convenience stores is easy to overlook. To get an idea, the convenience and wholesale channels have contributed 45% of all
sales of Fisherman’s Friend in 2019 so far, making it the single biggest channel for the brand. “Medicated confectionery offers an opportunity for retailers within the convenience sector to capitalise on impulse sales,” says Jon R White, regional business manager for Fisherman’s Friend. “Widely recognised as a distress purchase, it’s es-
sential for retailers to stock up on medicated confectionary during the winter cold and flu season in order to maximise sales.” Having a selection of cold and flu remedies is a great way to fulfil your customers’ distress needs, as well as encourage impulse purchases by reminding them of the need to top up as temperatures start to drop.
ACCORDING to Mars Wrigley Confectionery, most adults will suffer from two to four colds a year. This means there’s always a good chance that you’ll have some customers looking for cold or flu relief in your store. For that reason, it will pay off to make sure your lozenges are easy to find and well-stocked to encourage impulse buys. Stocking well-known, trusted brands is key. This is particu-
larly the case for shops who get a lot of passing footfall. If you’re close to a train station, offices or in a high street, there’s a good chance customers will come into your shop looking for quick relief. Many retailers opt for a display of lozenges and cough sweets close to their mints and gums, at the till, while others are putting them with their single confectionery.
“Mars Wrigley has a dedicated range of eye-catching PoS to help retailers make the most of their over-the-counter medicines and encourage customers to buy on impulse,” says Dan Newell, fruity confections portfolio director at Mars Wrigley Confectionery. “Having a fully stocked display will help maximise profit potential and guarantee repeat visits from customers.”
CATEGORY ADVICE WINTER REMEDIES
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Elizabeth Hughes-Gapper, brand manager, Jakemans
Lockets Each pack contains 10 sweets and the range includes three flavours – Honey & Lemon, Extra Strong and Cranberry & Blueberry.
“RETAILERS should consider dual siting, by placing menthol confectionery in the confectionery and medical aisles. In addition, stocking brands that offer on-the-go relief for good value at the point of purchase will help to drive impulse purchases at the till. “Retailers should also look to use shelf-ready packaging when merchandising and ensure winter ailments solutions are in a prominent position to ensure products have good visibility. “The NHS recommends that winter ailments – such as a sore throat – can often be treated without seeing the GP. In fact, just 7% of those suffering with a sore throat sought medical advice last year, despite there being a rise in incidences of both coughs (up 3% from 2018 to 2019) and sore throats (up 14% from 2018 to 2019). “This presents an opportunity to sell a core range of winter remedies as consumers look for ways to effectively relieve symptoms of sore throats, coughs, cold and flu, without the need to see the GP.”
Fisherman’s Friend The Fisherman’s Friend range contains more than 10 varieties, including a selection of sugar-free flavours, such as the recently launched Sugar Free Spearmint Halls Proactive with Vitamin C Halls’ recently launched sugar-free sweets are available in two citrus flavours – Orange and Pink Grapefruit.
ARE YOU STOCKING POCKET-SIZED TISSUES? AS POPULAR as winter remedies are for customers suffering from colds, sometimes they’ll just want a tissue. This is why stocking a selection of pocket-sized packs can really pay off in your store. Eugene Diamond, from Diamonds Convenience Store in Ballymena, Ireland, stocks 50p pocket packs of tissues in his store. “These are a really popular product for us. They sell
well all year round – in the summer they’re really good for hay fever sufferers, while in winter our customers will come in to buy them when they have a cold,” he says. His thoughts are echoed by Julie Ludlow, whose store is located in the village of Steeple Ashton, Wiltshire. “They’re popular across our customers. Elderly people will come in as they like to have them in their pockets,” Ludlow explains.
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“Or, parents will want to grab a few packets if they’re taking their kids out for the day.” Many retailers will stock these pocket tissues by the till, to encourage last-minute impulse purchases from customers. Others, meanwhile, will use a clip strip close to their range of winter remedies.
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Jon R White, regional business manager, Fisherman’s Friend “POSITIONING well-known and trusted brands near the till helps to maximise opportunities among shoppers looking for quick relief from minor ailments. In order to capture those all-important impulse purchases, the key is to stock brands that are recognised and trusted by the customer. “Fisherman’s Friend has extremely high consumer loyalty in the UK, due to the brand’s heritage and the ‘cult-like’ following of the UK’s best-selling flavour, Original Extra Strong, which contains more menthol than competitor brands.”
HEALTHIER REMEDYING CARRYING on with a trend retailers are seeing in categories across their stores, customers are increasingly conscious of what goes into winter remedy products, and what benefits they can bring. This can be either customers looking for low- or nosugar options, or being more aware of the vitamin content of what they’re buying. Suppliers are already responding to this trend with new launches. Fisherman’s Friend reports that their second most popular
flavour is Sugar Free Blackcurrant, showing that this is a key product that retailers should look to get in their range. Elsewhere is Halls’ recently launched Proactive with Vitamin C range. According to Mondelez trade communications manager Susan Nash, the recently launched line proactively supports the immune system, before the onset of coughs and colds. “Halls Proactive with Vitamin C is a first mover for
the category, and aims to drive incremental sales for retailers, through extending into a new need and targeting a broader consumption occasion,” Nash explains. When looking at your range, make sure that, as well as offering a selection of flavours, you’re also including sugarfree options, and products that offer something beyond simple symptom relief, for customers looking at prevention of, rather than a cure for, winter woes.
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SAIL BY THIS WINTER CATCH CUSTOMERS WITH FISHERMAN’S FRIEND Sales of Fisherman’s Friend up +2% year on year across total market* £1.5 million national TV advertising across 2019/2020 cold and flu season Founded in 1865 and still going extra strong
THERE’S A FRIEND FOR EVERYONE… SO GET ON BOARD & STOCK UP NOW WWW.FISHERMANSFRIEND.CO.UK U.K Distributor – Ceuta Healthcare: 0844 243 6661 *Ceuta Healthcare, in-market sales, Jan-June 2018 v. Jan-June 2019
BRAND SPOTLIGHT
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RETAIL
IN ACTION
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Complete solution. PayPoint One offers EPoS, bill payments and integrated contactless card payments. It also provides automatic software updates of new functions and features.
Ken Singh, Mill Hill Stores in Pontefract, West Yorkshire “HAVING used EPoS in my other stores, I can confirm this is a well-thoughtout product that adds value and streamlines my business. I love the all-inone capability of EPoS, secure integrated card payments and bill payments facility. Now, errors are reduced on bill payments as nothing is credited until checkout. Plus, I can manage my stock both in store and remotely. It’s halved the amount of time I spend on these tasks.”
What is PayPoint One? PAYPOINT One provides the full benefit of advanced cloud-based EPoS technology, contactless card payments and PayPoint services, such as bill payments and Collect+, all in one device. It is available in a range of packages to suit individual needs with a variety of useful features to help retailers run their business more efficiently. Retailers can also benefit from a free mobile app connecting them to their store in real time, giving them the freedom to run their business from anywhere.
Why use it? AVAILABLE in a range of packages to suit the needs of individual businesses, it has been designed to make retailers’ lives easier. The future-proof EPoS allows retailers to offer everything a modern convenience store needs from one device. Whether offering the latest payment methods, providing access to services like Monzo, eBay and Amazon Top Up or providing stock updates to drive business insights and maximise sales, PayPoint One has delivered for thousands of retailers already.
To find out more about PayPoint One’s next-generation EPoS designed for convenience retail with integrated bill payments, card and parcel services, go to www.paypoint.one
LOCAL SHOP SUMMIT
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KNOW MORE, SELL MORE The RETAIL EXPRESS TEAM takes a look at the key ideas, lessons and messages from LSS 2019
SEIZING OPPORTUNITIES THE 2019 Local Shop Summit (LSS) was held on 9 October at the Royal Institute of British Architects in central London. Giving a platform for retailers to share ideas and engage directly with suppliers, LSS 2019 brought home just how fast-moving the convenience sector is, and the exciting ways stores are rising to their challenges. A key theme throughout was the need to take on modern trends. Social media is something that every member of store staff will engage with on some level, whether personally, professionally or both. The keynote speech from Pete Doyle, founder of Social Retail Group, stressed that meaningful engagement with customers through Twitter is not only possible, but is just a matter of using your time
on the platform effectively, rather than having to invest in ads. Elsewhere, Andrew Thornton, from Thornton’s Budgens in Belsize Park, provided a case study on the strides his store has made towards being plastic-free. This is something that customers will increasingly expect in the wake of growing concern over the environment, triggered by figures such as Greta Thunberg and David Attenborough. The afternoon held six panel sessions, covering a wide range of issues from preparing for the menthol ban to getting the most from your spirits range. Over the next two pages, we give three key ideas from each panel that could be used to grow your business, and look at some of the key quotes from the event.
O T D E T T COMMI
S R E L I A T E R R U O SINCE 1977
“It’s the range that’s available to us through Nisa that sets the group apart from all the others, especially the fresh range and even more so since the arrival of the Co-op own label. It allows us to compete at a higher level and we can target shoppers and get them through our doors without them having to think about going to a supermarket.
We receive a very high level of service from Nisa with really reliable deliveries that I don’t think can be beaten elsewhere and we also enjoy the freedom of independent retail that we retain by working with Nisa.”
Working with Nisa enables us to compete at a higher level. Dan Brown, Pinkie Farm, Musselburgh
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LOCAL SHOP SUMMIT
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Becoming a local destination
Preparing for the menthol ban
Keeping premium spirits moving
Local suppliers can give you a great point of difference, but they’re hard to find. However, dedicating time to build a relationship with one can lead you to others.
Educate yourself so that you can recommend products and tailor advice, and pass this information on to your customers as soon as possible.
Start preparing for next year’s big events, such as Euro 2020, as soon as possible. Talk to customers, wholesalers and suppliers at a very early stage.
Look into Australian and Japanese confectionery. These are growing in popularity, and products such as Australian Mint Twirl offer great margins. Listen to the kids. The big profit opportunities are the new products aimed at a younger generation – things like Tango Ice Blasts and F’real Milkshakes.
1 2 3
Strengthen your relationship with reps, so you’re among the first to know about upcoming legislation and what it means to convenience stores. Keep selling menthol products right up until the ban is enforced, because customers will expect them. But let them know about the deadline as soon as you can.
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Rethink the idea that dark spirits sell better in the winter and white spirits in the summer. Malibu – normally associated with summer – sells more at Christmas. In-store tastings are a great way to attract customers and advertise new premium products. Share photos on Instagram as a way to engage shoppers in your community.
Martyn Parkinson Brand director – Premier, Booker Wholesale Steve Bassett Londis Abbotsbury Road, Weymouth Dennis Williams Premier Broadway, Edinburgh Goran Raven Ravens Budgens Abridge, Romford Greg Deacon Chief operating officer, NFRN
Ross Hennessy Head of UK sales, JTI Vicky Onions Vicky’s Convenience Store, Bromsgrove Arjan Mehr Londis Great Hollands, Reading Atul Sodha Peverills Londis Harefield, London Paresh Vyas Vyas Convenience Store, Manchester
Mark Herbert Business unit controller, Pernod Ricard UK Samantha Ackland-Jones The Village Deli, Storrington John Green Premier Green End Stores, Huntingdon Steven Mahal Mahal Stores, Nottingham Sandra Tickner Selection Box, Bridgend
Chaired by Daryl Worthington Features editor, Newtrade Media
Chaired by Megan Humphrey News editor, Newtrade Media
Chaired by Priyanka Jethwa Features writer, Newtrade Media
In association with
In association with
In association with
22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
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What was said: nine quotes from the ninth LSS “To get an idea of what future trends will be, go “The Christmas period will see fruit-flavoured “Make your 1university forward a generation and visit stores at or near 4 vodka become more popular along with 7 Twitter timeline campuses to see what they’re promoting. premium gins that carry a story. Always stock a look engaging and Younger generations anticipate upcoming trends, revealing what’s hot on the market at the moment.” Martyn Parkinson, brand director – Premier, Booker Wholesale
bit more premium than you think you should, as that is the way the market is heading.” Mark Herbert, business unit controller, Pernod Ricard UK
“A quick win is looking 2 at what your store looks like from a customer point
“Your gut instinct will be built from years of 8 knowing your customers. The customers know best, so speaking to them and understanding what
of view from the outside. Would you want to take a selfie outside your shop?” Greg Deacon, chief operating officer, NFRN
they want is going to boost sales.” Jemma Healy, category controller, Lucozade Ribena Suntory
“Most of our customers are saying the 5 major retailers have made meaningless commitments to sustainability. This is not good
enough for today’s children, who think adults have just screwed it all up.” Andrew Thornton, Thornton’s Budgens, Belsize Park, London
3
“Independent retailers are able to respond to trends faster and get new products to market quickly – that is your point of differentiation.” Matt Collins, trading director, KP Snacks
6
“Menthol smokers will want to smoke until the end, so make sure you are still offering the products until the legislation kicks in. But, this is government legislation and not optional, so retailers need to stop when it is introduced.” Ross Hennessy, head of UK sales, JTI
Getting the occasion right
Creating a thriving team
1 2 3
Get to know your staff on a personal level. This doesn’t have to be on a night out. It can be over coffee. It’s a great way to break the employer/employee barrier. Giving your team extra responsibilities will boost your business. For example, dedicate specific categories to your team members and play to their strengths. Don’t waste your time thinking that bad staff will eventually change for the better. This will damage your business over time.
human. Don’t just broadcast.” Pete Doyle, founder, Social Retail Group
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Consider building promotions and offers around new occasions. For instance, pay day can be a fantastic, regular event to encourage customers to trade up. Create a friendly atmosphere in which customers feel important. If possible, focus on personalising shoppers’ experiences in your store. Take advantage of sporting and cultural events with a range of relevant products to build anticipation and customer engagement.
“When we 9 interview new staff, we start off
formally and then head to the pub for the rest of the interview so we can get to know their personality.” Jacqui Dales, London Road Bakery, Boston
Capitalising on emerging consumer trends
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The value of taking a risk on new trends and products is more than just sales – use obscure lines to keep consumers excited about visiting your store. When stocking new products, make sure you get them on the shelf early, but have a planned delist date to get out before demand drops. As shopper visit frequency increases, switching around promotions on two gondola ends is a good way to keep customers interested.
Jaz Dail National sales manager, HTEC Dave Hiscutt Londis Weymouth Road, Weymouth Jacqui Dales London Road Bakery, Boston Dhan Amin One Stop Stoke Aldermoor, Coventry John Parkinson Premier Broadway, Llandudno
Jemma Healy Category controller, Lucozade Ribena Suntory Amit Puntambekar Ash’s Shop – Nisa Local, Fenstanton Dipak Shah H&R News, Camberley Julian Taylor-Green Taylor-Green’s Spar, Lindford Jodi Pritchard Londis Oaktree Road, Southampton
Matt Collins Trading director, KP Snacks Avtar Sidhu St John’s Budgens, Kenilworth Jack Matthews Bradley’s Supermarkets, Loughborough Momoe Lowry Premier Bear Street Store, Barnstaple Abdul Arain Al-Amin Stores, Cambridge
Chaired by Alex Yau News reporter, Newtrade Media
Chaired by Chris Dillon Editor – Insight, Newtrade Media
Chaired by Jack Courtez Editor – News, Newtrade Media
In association with
In association with
In association with
Research: Newtrade Media, Local Shop Summit 2019
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PROFILE
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22 OCTOBER-4 NOVEMBER 2019 betterRetailing.com
RETAILER PROFILE TAPAN CHOTAI NISA LOCAL Location: Bramhall, Greater Manchester Shop size: 1,200sq ft Started trading: 2014 Staff: Two full-time, eight part-time Opening hours: Mon-Sun 6am-10pm
‘HOW I GOT BACK ON TRACK AFTER FLOODING’ WILLIAM DODDS AT the end of July this year, Tapan Chotai’s Nisa Local store suffered severe �looding for the second time in three years. He was forced to close for eight days and he calculates that in total he lost around £50,000. “I lost £20,000 worth of stock, so the overall cost, including the repairs, was about £35k,” he says. “Plus, I didn’t trade for eight days, so it’s about £50,000 in total.” However, just a few months later, Tapan is back on track and looking forward once again. “The outlook is more positive than it was a few weeks ago, especially from a sales point of view,” Tapan explains. “I can see the �igures are now getting much closer to where I was before the �lood, so it shows customers are continuing to support us. To be at this point so soon has been amazing.” Tapan puts his speedy recovery down to the support of the local community and that of his symbol group, Nisa. “Nisa was so supportive, with seven or eight management staff visiting the store and helping me clear out the
stock,” he says. “Without me asking, they gave me extended credits and stopped them until I said I was able to pay again, as well as offering a £500 goodwill gesture of Co-op stock. That’s really pleasing to see and the community has been great.” Tapan was formerly an unaf�iliated independent before joining Nisa in 2014 and he says joining the symbol group has helped him improve what his store can offer. “We can pick and choose what works for us,” Tapan explains. “Co-op have a really good chilled, fresh range and we have also gone into a number of the Co-op ownbrand items.” Tapan also credits his home news delivery (HND) service as being the backbone of his business.
“I read stories that independents are scared about Aldi and Lidl, but I think HND is something the discounters don’t care about. If you have that backbone for your business, you can compete.” Serving 650 customers a week, Tapan ignored the effects of �looding and continued to deliver while his store was underwater. “On the very �irst day after the �lood, the water came quite high, so that was the one day I couldn’t deliver on, but the next
WE MANAGED NOT TO LOSE ANY HND CUSTOMERS DESPITE THE FLOOD
day I ensured all our papers were delivered, even though I couldn’t open the shop for another seven days,” he explains. “We managed to not lose any HND customers despite the �lood, and the appreciation we have received from them has been so wonderful. Nearly everyone knows what we went through and we have received so many calls thanking us and saying, ‘I never expected to receive my paper.’ One customer came from Cheadle, several miles away, to thank me – it was really positive.” Despite the struggles he has faced, Tapan remains convinced that the customer base he has built around his shop means he can continue to succeed in adversity. “With convenience stores it is hard to just move location, you can’t just go anywhere,” he says. “For me, this is an ideal location, other than the �looding, but that’s why I am determined to protect myself and continue to make this location work for me.” For more pictures of the store, go betterRetailing.com/storeprofiles/nisa-local-bramhall
a coffee 1 Buy machine outright “I bought my coffee machine outright. If it’s affordable, I would advise other retailers negotiate to do the same if they can. I had a lease in the past and it was too pressurised,” Tapan says. yourself and 2 Protect don’t rely on insurance “It’s worth investing in flood defence if your store is vulnerable. We were quoted £35k in insurance per year, but that is so much. I’d rather protect myself than sit here waiting for another flood,” he says. make your 3 Don’t pricing restrictive “With Nisa and Co-op support, I am able to compete on price. People view us as a community store, so I am responsible for making sure prices aren’t restrictive,” he explains.