Retail Express 4 December, 2018 by BetterRetailing

CATEGORY ADVICE Mars Wrigley Confectionery helps two retailers to increase sales by up to 17% P12-13 in association with

CATEGORY ADVICE

SWEET SUCCESS EXPERT ADVICE

ising IONERY’s merchand Davies MARS WRIGLEY CONFECT and retail mentor Trudy improve expert, Sean Thacker, their advice has helped check in to see how in two local shops confectionery sales fixtures their sweets and chocolate local Express visited two SIX weeks ago, Retail increase their confectionretailers to help them in a top merchandising ery sales. We brought Confectionery, Sean expert from Mars Wrigley retailer Trudy Davies Thacker, and seasoned

SEAN THACKER

e, Field Sales Representativ Mars Wrigley Confectionery

by making a few “It’s great to see that stores have benefitted simple changes, both sales. By increasing from increased confectionery Mars Wrigley Confectioneryby display space with confectionery products to assess equipment, arranging and prioritising to in store. brand for ease of shopping and invaluable advice, customers will be able With some key tips to boost the retailers’ bestselling products, lines whilst have the experts managed easily locate confectionery confectionery sales? sales.” retailers can boost THE RESULT

17%

AFTER

BEFORE

The increase in confectionery sales

4-17 DECEMBER 2018 STRICTLY FOR TRADE USERS ONLY FOCUS ON YOGI TATLA

Londis Binfield Road, Bracknell

CHALLENGES

bestsellers weren’t VISIBILITY: Yogi’s had only one in prime position and was missing out facing, meaning he

on sales. Confectionery VERTICAL BLOCKING: in vertical products weren’t arranged variety, making it blocks by brand and to find what they difficult for shoppers were looking for. chocolate DISPLAY: Yogi’s share-size horizontally to bars weren’t displayed so he was catch shopper’s attention,purchases. missing out on additional

CHANGES TO DRIVE SALES

space, the VISIBILITY: With limited were prioritised bestselling products with multiple and positioned primarily easy to spot and facings so they’re generate more sales. Products were VERTICAL BLOCKING: by brand, size and arranged verticallyneat display for flavour to create a find what they were shoppers to easily looking for. wire-mesh shelf DISPLAY: An invisibleto the fixture to platform was added ordered, prompting make it tidy and well up. shoppers to pick products

KEY LESSONS 1

YOGI SAYS

than I ever “The results are stronger I knew that would have imagined. chocolate by the positioning more for us, but had till was working well so simple as a no idea something

ENERGY BAN UNWORKABLE Mandatory age restriction ‘impossible to implement’ Six ways to prepare your store for the ban P3

RATES RELIEF SCANDAL

ONE MINUTE CATEGORY MANAGER

SHINE LIKE A STAR

Sajid Javid in council chaos as small businesses cheated out of £20m

Pernod Ricard UK reveals how to make more from your wine display

Tips from the Independent Achievers Academy Category Stars

P26-27

P18-19

2 would be able wire-mesh mini-shelf so much extra to provide us with chocolate looks display space. The – no wonder much more appealing tempted.” more people are

multiple facings Give popular products at eye-level. and position them customers to spot Make it easy for your by arranging their favourite brand confectionery neatly. such as chocolate, For smaller items, accessories, which investigate shelving space. can double your display

our say

Chris Dillon, editor - insight

A new magazine to take your business to the next level THE Retail Success Handbook could be the best magazine you’ve bought all year. One of my favourite things about being Newtrade’s editor of insight is that I get to speak to the nation’s independent retailers and share their ideas with entrepreneurs who want to improve their businesses. And next week, we will publish our first-ever Retail Success Handbook, a magazine supplement in partnership with RN and our learning and development programme, the Independent Achievers Academy (IAA), that shares profitboosting tips from the top stores in the country. The handbook looks at the 12 retail practices that the IAA NEXT WEEK, measures to determine store success, such as availability, WE WILL retail innovation, shop layout PUBLISH and digital engagement, and speaks to the retailers who have OUR FIRSTbeen recognised as leaders in EVER RETAIL these categories this year. Within its pages, you’ll find SUCCESS tips on how to engage your HANDBOOK community, ways to make sure your shelves stay fully stocked, a guide to getting started with food to go and a look at the most forward-thinking loyalty scheme in the convenience market. There is something in the Retail Success Handbook for everyone and even implementing one of the 60 tips featured can help take your business to the next level. Get in touch with your wholesaler to get your hands on it. I can’t wait to hear your feedback. 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 Tom GockelenKozlowski @TomGK_writer 020 7689 3361

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Account director Charlotte Jesson 020 7689 3389

Designer Jody Cooke 020 7689 3380

Account manager Jon Melson 020 7689 3372

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48,789 Audit Bureau of Circulations July 1 2017 to June 30 2018 average net circulation per issue

ENERGISING INDEPENDENT RETAILERS

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 Publishing 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.

Unitas Wholesale pledges to aid retailer fight against multiples ALEX YAU

NEWLY-FORMED buying group Unitas Wholesale has pledged to be the “champion of independents” in the �ight against the multiples. Speaking at a supplier brie�ing in London last month, senior management explained how the company will help retailers improve through core ranging, availability and exclusive deals. Managing director Darren Goldney said reversing the rise of own label will be key for independent retailers who buy from Unitas’ 179 grocery and foodservice wholesale members in taking on supermarkets. “In the world we’re heading towards, the sector is consolidated and there’s less choice. If Today’s Group and Landmark were not careful, independent wholesalers would have been pushed to the extremities of the market.” Retail director John Kinney explained the strategy will rely on support from new suppliers, alongside analysis of market data. “Promotions and mar-

gins are irrelevant if retailers can’t sell the stock. Customers want brands they recognise and we want to ensure 99.4% of our products are from major suppliers. “We will examine lines offered to retailers more closely and there will be a 20-point

Secret PO glitch

A court revealed the Post Of�ice (PO) chose not to tell subpostmasters about a glitch in its computer system that led to false account de�icits. A PO spokesperson said it wouldn’t be fair to comment

Head of marketing Jessica SalisburyFielder 020 7689 3352

Production coordinator Sales support Louise Watson executive 020 7689 3368 Michela Marino 020 7689 3382 Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85

The five biggest stories this fortnight

on the documents but added it is “strongly challenging” allegations by 560 postmasters, who are claiming in court they lost money as a result of errors in its Horizon accounting system.

Shop staff abuse ban

LABOUR MP David Hanson has proposed that anyone who abuses shop workers should be �ined £2,500, as part of the Offensive Weapons Bill. Hanson suggested the �ine should apply to those who verbally assault shop staff when

refused a sale of corrosive substances or knives. He urged retailers to contact their local MPs to support the call. “Retail crime isn’t just shoplifting or armed robberies, it’s also threats of violence, intimidation and poor behaviour.”

checklist to ensure average shelf life, quantity and size of new products are �it for purpose.”

Nisa Co-op sell-out

NISA retailers are to continue ranging Co-op own-label products, beyond the end of a 10% rebate on the lines this week. The incentive offered Nisa retailers a 10% rebate, provided they met the minimum

Deputy managing director John Mills added that Unitas will also aim to ensure 98.5% availability in depots.

delivery requirements of stocking 90% of Co-op’s top 100 lines. Nisa retailer Rav Garcha said: “We’ll have to review products store by store, but the products we put on the shelves have sold out.”

Smiths admits failure

CONNECT Group chairman Gary Kennedy has admitted to breaking the promises made to customers. Preliminary results published by the owner of Smiths News revealed a 40.8% pro�it drop, 3.8% revenue decline and 11.4% drop in Smiths News revenues.

The company blamed the declines on its “�lawed attempt” to combine its Tufnells and Smiths News arms, low sales and the of�loading of Pass My Parcel. Despite the declines, the company promised “more favourable contracts with publishers” within six months.

@retailexpress facebook.com/betterRetailing

4-17 DECEMBER 2018 betterRetailing.com

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

Age restriction for energy drink ban ‘not feasible’ MEGAN HUMPHREY RETAILERS have slammed Government plans for a mandatory age restriction on sales of energy drinks to children as impossible to implement. The Government consultation closed last week and it is still undecided whether it will be under-16s or -18s who will face the ban, which would apply to any energy drink with a caffeine content of 150g or more per litre.

Mark Coldbeck, owner of Wharfdale Premier in Hull, already enforces a voluntary ban to under-16s, but doesn’t ask for ID. “We base it on face value,” he said. “18-year-olds are slightly more responsible to go out with their passports. Asking 16-year-olds to start carrying their passports just to buy an energy drink isn’t going to amount to anything – it’s not feasible.” As with other agerestricted items, energy drink sales would be regulated and inspected

by trading standards departments, with potential punishments for those caught out. Age Check Certi�ication Scheme managing director Anne-Marie Canham encouraged retailers to adopt a voluntary age restriction now. “It’s important to remember that many parents or guardians will have no knowledge of the proposed age restriction, so there may be con�lict at point of sale,” she warned. To overcome this, she

recommends adopting a ‘Challenge 25’ policy with signage; checking proof of age; training staff about the law; updating any EPoS system prompts; creat-

ing a refused sales log; monitoring and observing the teams accordingly; and offering a supply of PASS card applications at the counter.

UNITAS WHOLESALE The numbers behind the UK’s most powerful wholesale group

98.5%

6,700 £8.5bn The total buying power of Unitas Wholesale

express yourself “It’s a product-by-product judgement, because I run several stores and the performance was dependent on items we chose to stock in each individual shop. We haven’t reviewed anything in full detail yet and I’m waiting for the paperwork to back up what I’ve earned. But what I do know is we have sold out on products from the top-100 lines stocked on our shelves. The support we received was quite good.” Rav Garcha, Nisa Hockley Stores, Birmingham

The targeted availability on deliveries into cash and carries

99.4% of lines will be from household brands

the column where you can make your voice heard

GOOD WEEK CAMELOT: Camelot has increased its total half-year in-store sales by 3.9%, resulting in a £27.40 monthly increase in commission payments made to the average partnered store. Explaining the annual rise, Camelot retail director Duncan Malyon said improvements to its retailer support, including doubling its field sales team, had helped. SUGRO: Sugro’s new managing director, Neil Turton, has pledged to offer retailers more product categories and online support in a bid to stop operating as an “old-fashioned” buying group. Retailers will have access to more than just impulse sales, as well as a programme, which provides advice on marketing products from additional categories. Read more at betterRetailing.com/sugropledges-more-product-categories

Call us on 020 7689 3357 for a free store assessment by industry experts

Stores partnered with Unitas through retail clubs or symbol groups

BAD WEEK BOOKER: Booker retailers have seen little benefit to their sales and product range eight months on from Tesco’s takeover of the wholesaler. The deal promised improvements on price, margins and availability alongside the rebranding of 30 Tesco own-label products into the Booker range. One Londis retailer said he was thinking of switching to another fascia after seeing no change. PAYPOINT: PayPoint is planning to make the handling of eBay parcels easier after retailers complained they take longer and pay less than other parcels through the CollectPlus network. Steve O’Neill, PayPoint’s marketing director, said improvements are being made to the service: “We are looking at ways to make this easier, including using the CollectPlus Storescan app to read the code.” Read more at betterRetailing. com/paypoint-ebay-complaints

How did Co-op own brands perform in Nisa stores under the rebate scheme, which gave retailers 10% money back for stocking top-100 lines?

“I don’t know how I did exactly under the rebate scheme because I’m still waiting to receive the paperwork and see how I performed during the period. However, judging by the stock remaining on the shelves, there were a few products that seemed to be a bit hit and miss, but overall there was nothing too drastic in terms of products not selling well. Some parts of the rebate scheme were fairly complex, however.” Onkar Sandhu, Nisa Sandhu Stores, Staffordshire

“The scheme involved 100 top lines across a mix of ambient and chilled, and it was a pretty good incentive to sell the brand. It’s fairly achievable because the list includes popular products, such as lemonade and ready meals, and nothing particularly niche or specialised such as chilli beef macaroni cheese. We have sold the products in good volumes and it was fairly achievable as long as you ticked all the minimum quantities required.” Jack Matthews, Nisa Bradley’s Supermarket, Leicestershire

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

Jack Matthews

NEWS

4-17 DECEMBER 2018 betterRetailing.com

Councils in £20m rates relief scandal EXCLUSIVE JACK COURTEZ CONVENIENCE stores and other small businesses have been cheated out of more than £20m in rates relief as a result of council errors. In April, an investigation by Retail Express discovered that flawed systems being used by councils would prevent a significant amount of a £175m relief fund from being used.

Despite 400 council staff and councillors being warned about the issue by chartered surveyor Ian B Sloan, nearly all ignored the problem and the funds were returned to the UK Government in September. Current Home Secretary Sajid Javid designed the relief fund when he was the secretary of state for the Department for Communities and Local Government (now MHCLG). However, his own

constituency was one of the most wasteful councils, with Bromsgrove District Council squandering more than 65% of the funds available to it. At a Bromsgrove council meeting attended by Sloan on November 21, staff admitted to receiving the warning and doing nothing about it. After councillors were presented with Retail Express’ evidence, a financial audit investigation was launched to uncover

why they had not heeded the warnings. Sloan told RN: “It was absolute chaos, with councillors shouting over each other, but eventually they came to understand the scale of what has happened.” The most wasteful councils were the Isles of Scilly, Herefordshire, Amber Valley, Redditch, Fenland, Trafford, Runnymede, Broxbourne, Swindon and Stevenage.

Of the 326 councils in England, 39 underspent by at least 50%, and more than

150 councils deprived local businesses of at least 10% of the funds available.

EPoS allows retailers to check competitors’ prices EPOS provider Reposs has launched a new tool that allows retailers to check their prices against thousands of other stores. The update to the Reposs Core EPoS software provides daily updates on 50,000 nationwide lines to the more than 2,200 convenience stores using the system. The company’s managing director, Paul Lansdale, told RN: “It’s a tool we’d previously been using to help new retailers get started, but we realised it can help exist-

ing retailers maximise their profits, too.” Lansdale also revealed that more features are to come. “We’re working on a feature that will let you know of any top-selling or rapidly rising lines that you don’t stock. It will give independents the same trendspotting abilities as the supermarkets.”

GIFT BASKETS UP DELI SPEND SAMANTHA Ackland-Jones, of The Village Deli in Storrington, West Sussex, has boosted sales at her 530sq ft store by creating gift baskets from existing products in store. The retailer was concerned about being stuck with excess Christmas stock, so invested in luxury packaging materials to create hampers full of the store’s luxury and gourmet cuisine lines. Christine Hope uses the same techniques in her Hopes of Longtown store in Herefordshire. She

advised: “Use Christmas order forms to take pre-orders. Our hampers normally generate the same revenue as a day’s trading.”

Egmont’s supermarket returns plan backfires PUBLISHER Egmont’s attempts to make independents sell editions returned from supermarkets has backfired after many of the titles came back too damaged to sell. NFRN head of news Brian Murphy explained: “I have seen many magazines destined for redistribution but in such a bad state that reusing them is highly unlikely.”

The trial scheme means independents receive titles such as Toxic and Lego Star Wars up to six weeks later than multiples. A survey by the trade body found that 80% of retailers also blame Smiths News and Menzies Distribution for working with the publisher on the trial, which is still under way.

TRY A NEW TRADITION THIS CHRISTMAS

Pepsi, Pepsi Max and the Pepsi Globe are registered trademarks of PepsiCo Inc.

PRODUCTS

Attitudes to alcohol shift PRIYANKA JETHWA A STUDY commissioned by Carlsberg has found 59% of adults have tried low- or no-alcohol options, indicating a shift in drinking habits. More than half (52%) of the 2,000 respondents also agreed drinking a low- or noalcohol option has become more socially acceptable in the past year or two, with 28% of respondents saying they are now more inclined to drink alcohol-free beer as an alternative to alcohol. About a quarter would also consider it over an alternative soft drink. The study also found there are differences between men and women in attitudes towards alcohol. Thirty-�ive

per cent of women have become more conscious about their alcohol intake over the past one to two years versus 30% of men. Furthermore, millennials were the group most likely to enjoy the taste (70%) and the most likely to try an alcohol-free beer (24%). Liam Newton, marketing vice president at Carlsberg UK, said: “The UK has long been a nation known for its love of beer, but we have seen a step-change in people’s attitudes towards moderation when it comes to drinking. “Through our consumer research, we’ve been aware of this trend for some time, and as a result, we are increasing the number of lowor no-alcohol alternatives in our range.”

the stat

28%

range and hits price and quality with ease. When we chose it, we knew it could compete with the very best red wines on the market.” He added: “It is great to see the wines from our new Regional Selection range gaining recognition and it is a testa-

Plymouth captivates PLYMOUTH Gin is to sponsor UKTV’s ‘Captivating Moments’ programmes, which will run for seven weeks in November and December. Plymouth Gin's ads will feature in programmes such as Sherlock, Cops UK, The Killing

Season, Escape to the Country and Murdoch Mysteries, increasing awareness among af�luent 30-45-year-olds. The brand has had strong growth in the off-trade over the past year, with sales up by £6.9m – an increase of 37%.

of people are more inclined to drink alcohol-free beer as an alternative to alcohol

Spar Languedoc Red scoops Which? ‘Best Buy’ taste test endorsement CONSUMER group Which? has picked Spar’s Regional Selection Languedoc Red 2017 as one of its Best Buy taste test’s winter red wines. Matthew Fowkes, wine buyer at Spar, said: “Languedoc red wine from the sunny south of France is a new wine from our Regional Selection

4-17 DECEMBER 2018 betterRetailing.com

ment to our commitment to offer consumers quality wines for all occasions at affordable prices at Spar.” Normally priced at £7, the Regional Selection Languedoc Red 2017 is on promotion at £6.50 until 2 January 2019.

Yazoo switches up No Added Sugar packs YAZOO Kids’ new packaging design for its No Added Sugar range is aimed at parents and carers looking for a healthier option. While the recipe remains the same, the new designs include

illustrations of strawberries, bananas and chunks of chocolate to promote its ingredients. Richard Duplock, marketing manager at Yazoo, said: “Health is high on families’ agendas, so we’ve redesigned our packaging to give peace of mind. It will also introduce consumers to the category.”

WALKER NATION S IS THE ’S FAV CRISP B OURITE RAND 1

Walkers sells over double its nearest competitor

You can count on Walkers to drive your snacking sales3 ®

Source: 1. Based on total UK Sales data, Walkers was the best selling crisp brand (Nielsen Scantrack, Value Sales, MAT WE 09.09.18). 2 The total RSV for Walkers Crisps vs nearest competitor (Nielsen Scantrack, value sales MAT WE 09.09.18). 3 Stop y Pentref Dodmaels Walkers Savoury Snacks Products EPOD Data 76.2% LFL 2016 - 2017.

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Red Bull slams under-16 energy drinks sales ban MARTYN FISHER

From our business to yours; thank you for making 2018 our best year yet…

RED Bull has criticised Government proposals to ban energy drinks sales to under-16s, saying it would do little to �ight obesity. Speaking at an event in Birmingham, the company’s head of category marketing, Gavin Lissimore, said: “We have worked to stop minors drinking our products, but banning sales to under-16s does nothing to tackle children buying other high-sugar products.” The company also pledged to push its sugar-free range more next year. Lissimore cited rising value sales following the reformulation of Dr Pepper and Fanta, as well as the recovery of Lucozade’s reformulated Energy drink brand after an initial slump, as signs that the no- and low-

sugar soft drinks market is set for a strong year. Research by the company also revealed that energy drinks remain an ‘inef�icient’ category, carrying 504 lines despite the top-20 bestsellers producing the majority of sales. Red Bull’s 250ml cans, for example, provide the same performance as 415 of the category’s worstperforming lines combined. the stat Energy drinks are outperforming the overall soft drinks category, which The predicted growth is predicted in the energy drinks market by 2022 to grow from £1.35bn to £1.89bn by 2022.

£54m

Sprout lover or hater? Savour Country Choice PEPSICO has premiered a TV advert for its Walkers Christmas dinner-�lavoured crisps, which will run throughout the festive season. The Christmas advert supports the launch of two new multipacks, one of which includes a Brussels sprouts �lavour. The advert, narrated by sports broadcaster Gary

Lineker, follows both ‘Sprout Lovers’ and ‘Sprout Haters’ on Christmas Day. Andy Hawkswell, marketing manager at Walkers, said: “The new �lavours have already got the nation talking, and the sprout-�illed TV campaign will further fuel that debate, with the use of the social media hashtags #SproutLover and #SproutHater.”

COUNTRY Choice has launched its new ‘Savour It’ bake-inthe pack, ready-made paninis and wraps. The paninis come in four �lavours – Sausage, Bacon, Four Cheese & Red Onion and Ham & Cheese – while the wraps are available in two

�lavours: Meatball Melt and Chicken Fajita. The products come readyassembled and individually packaged in oven-proof �ilm. They can be cooked in the pack from frozen in 25 minutes and placed in a hot display for up to two hours.

Swizzels reveals new Franklin & Sons adds to British Dessert Chews premium G&T range Thanks to your hard work, all our core brands are in growth*.

*EXT IRI MarketPlace GB, latest 13 weeks ending 26.08.18

Swizzels has revealed that its newest sweet, Great British Dessert Chews, which was invented by a fan who won the supplier’s competition, is set to go into production next year. Great British Dessert Chews was one of four �inalists in a consumer competition and was voted for by the public as its favourite to go into production. It is a mixed bag of individually wrapped sweets in classic British dessert �lavours, such as Sticky Toffee Pud-

ding, Apple Pie & Custard and Strawberry Tri�le. Jeremy Dee, managing director of Swizzels, said: ‘‘The public has spoken and we are thrilled they chose Great British Dessert Chews. It is completely unique in the sweet market and has already captured the nation’s attention.”

FRANKLIN & Sons has added two new pre-mix cans to its range: Manchester Raspberry Infused Gin and Caorunn Scottish Gin. The new cans are set to capitalise on the growing spirit and mixer category, which is currently worth £113m in the off-trade. Cans are leading the premix format and driving category growth. Jen Draper, marketing director at Franklin & Sons, said: “We are excited to add these two premium gin and

tonic cans to our range. We worked hard to deliver a superior G&T taste with all the notes and �lavours that discerning consumers expect.”

4-17 DECEMBER 2018 betterRetailing.com

Metcalfe’s rolls out new Heineken offers top tips skinny snack selection for stores this Christmas METCALFE’S has launched two new varieties of its lowcalorie snacking range, Corn Chips and Mini Ricecakes. Corn Chips are available in two �lavours: Nacho Cheese and Sizzlin' BBQ. Both products offer a lower-calorie alternative to savoury impulse snacks in individual 22g bags. Meanwhile, Mini Ricecakes are available in three �lavours: Milk Chocolate, Dark Chocolate with Orange and White Chocolate. Sam Garnham, senior brand manager at Metcalfe’s, said: “Many consumers are now looking for options with lower fat, sugar or salt contents. With this

range expansion, Metcalfe’s offers choice and great taste, with the added assurance that portions are under the 100 calorie mark.”

RETAILERS need to create festive displays that disrupt their shoppers' journeys to succeed this Christmas, according to Heineken. Fifty-two per cent of beer and cider value sales are sold over key seasonal periods, so retailers must create an environment customers want to spend time and money in, the company said. Toby Lancaster, category & shopper marketing director at Heineken, said: “Christmas calls for a bit of theatre. Simply adding some festive decorations will serve as a seasonal reminder to shoppers. “It’s no secret that social media is also becoming increasingly important in how retailers communicate with

customers; it’s a great tool for ensuring shoppers are up to date with in-store events and product launches."

New Aryzta snacks tap VK launches ‘Find the into free-from trend Watermelon’ packs ARYZTA Food Solutions is tapping into demand for free-from alternatives with a new range of vegan savoury foods. Available from December, the range contains four products, including Vegan Sausage Roll, Vegan Spicy Chickpea & Kale Pithivier, Vegan Spicy Chickpea Roll and Vegan Saag Aloo Lattice Slice. Mary Byrne, trade marketing manager for retail at Aryzta Food Solutions, said: “The growth of free-from and plant-based foods has been signi�icant in the past couple of years, with more consumers now opting for vegan or ‘�lexitarian’ diets for health or environmental reasons. “Innovation around vegetarian and vegan food to go has

been a key driver of growth in 2018, and with Veganuary just around the corner, retailers can look forward to driving in-store bakery sales with a product offering that’s on trend.”

Global Brands has launched its ‘Find the Watermelon’ campaign, where VK Watermelon will join six other VK �lavours in certain limited-edition mixed packs. Shoppers who �ind one of the hidden VK Watermelon bottles will be the �irst try the new �lavour, and have the opportunity to get their hands on a VK

…and here’s to a busy and profitable 2019 in your store!

Christmas jumper. Shoppers can win by sharing their bottle on VK’s social media channels. Jen Draper, marketing director at Global Brands, said: “VK is a brand that always has its consumers at its heart and this latest campaign is no different. This is our way of allowing them to do just that ahead of the main launch in 2019.”

Better for you sweets Nestlé Confectionery are a winner, says PVM goes all out for spring PERFETTI Van Melle (PVM) is encouraging retailers to invest in the £44m healthy confectionery category as more shoppers opt for heathier alternatives. Despite an overall decline in sugar confectionery, PVM is outperforming the category at 5.3% year on year, which the company attributes to the incremental sales created by sugar-free and lesssugar confectionery. Mark Roberts, trade marketing manager at PVM, said: “With the increased spotlight on sugar, retailers are opting to give healthier snacking products

increased space, often at the expense of sugar-based confectionery. “However, each shopper looks for different options in the market, therefore we don’t wish to dictate what they should and shouldn’t buy. By providing choice and information, we allow conscious consumer selections to be made.”

NESTLE Confectionery has unveiled its spring line up for 2019, which includes a new Incredible Eggs range. The supplier has also invested in a redesign for its spring range, giving each pack a consistent seasonal look. A new nest design will feature on the front of every pack, alongside clearer descriptions of what each contains, all aimed at communicating more clearly with shoppers. The 2019 spring range contains Mini Eggs, Large Eggs, Incredible Eggs, Giant Eggs, impulse, kids added value and small, mug and premium eggs.

We’ve got big plans for next year including a range of new products to keep your tills ringing with some of the nation’s favourite soft drinks.

PRODUCTS Belvoir Fruit Farms turns Christmassy

Retailers win sales with Savsé smoothies A NUMBER of convenience retailers have increased sales of smoothies thanks to a partnership with Savsé. Sixteen retailers from symbol groups including Londis, Budgens and Best-one, as well as unaf�iliated stores, took part in a six-week partnership, which saw all stores trial the brand’s range of 250ml pricemarked (PMP) smoothies. The PMP range includes cases of six across Savsé’s smoothie lines, including: Super Orange, Super Green, Super Blue (£2.49 PMP), Protein Rise and Protein Punch (£2.99 PMP). Avtar Sidhu, of St John’s Budgens in Kenilworth, Warwickshire (right), said: “Savsé is a

great product and our customers bought into it and liked it. It’s something that is going to be permanent here.” Dave Hiscutt, of Londis in Weymouth, added: “Savsé appeals to a wide audience and there is a much larger market for this sort of product than there ever used to be. Everyone wants to be healthier.”

AS the demand for premium adult soft drinks grows, Belvoir Fruit Farms has launched a range of seasonal drinks. The Christmas range includes Belvoir Mulled Winter Cordial, Belvoir Festive Fruit Punch, Mulled Winter Punch, and Spiced Ginger Punch. Pev Manners, managing director at Belvoir Fruit Farms, said: “Spend on adult soft drinks doubles over Christmas and brings a lot of new shoppers to the category. Limited-edition labels and packaging are also common during the seasonal period, and undoubtedly give standout on shelf.” The brand is also bringing back its limited-edition

Fentimans unveils its Vieve Watermelon Spirit Pairing Guide for healthier drinks FENTIMANS’ Spirit Pairing Guide aims to support and educate retailers and consumers, on the brand’s premium mixers and what spirits go well with. The guide covers light and dark spirits including gin, vodka, agave, rum, whisky, fruit brandy and wine.

Claire Tyson, senior customer marketing manager at Fentimans, said: “When shoppers mix our drinks, we need to ensure they have the ultimate �lavour experience. “Our Spirits Pairing Guide can be used as an inspiration to try new and exciting �lavour combinations.”

HEALTHY Protein Co has added a Watermelon �lavour to its range of Vieve Protein Waters. Vieve’s water contains 20g of protein and 85 calories per bottle. Rafael Rozenson, founder at Healthy Protein Co, said: “Our

consumers are always at the forefront of our mind, so when it came to developing a new �lavour, we asked them which �lavour they’d like to see next. Out of all survey responses, Watermelon was by far the preferred �lavour to launch.”

Christmas label for Elder�lower Pressé.

Eat Real’s new vegan snacks suit all tastes Eat Real’s new vegan snacks, Veggie Bites and Snap Pea Crunch, are available in 60g packs designed for sharing and snacking on the go. Both are suitable for gluten-free and lactosefree diets. Debbie King, director of commercial sales and marketing at Eat Real, said: “In today’s snacking culture, people are looking for healthier alternatives rather than traditional snack products. “The new additions give shoppers even more choice when opting for healthier snacks.”

Protein Ball Co dives Babybel gives itself a Spar’s own label under 100 calories twist with 2019 launch goes continental THE Protein Ball Co has launched a range of Trio Packs for shoppers looking to curb their cravings with under-100 calorie snacks. The snack packs contain 3.5g of protein, and are available in four �lavours: Goji & Coconut, Lemon & Pistachio, Peanut Butter and Cherry Bakewell. Matt Hunt, The Protein Ball Co founder, said: “We were keen to respond to health initiatives such as Change4Life and these new Trio Packs are perfect as they contain three bitesized protein balls that help curb sugar cravings and boost energy levels at any time of the day.”

MINI Babybel will be extending its range with the launch of Babybel Spirolls, available to convenience retailers from March 2019. The launch will be supported with a marketing campaign, including TV advertising and in-store sampling. Gaelle Vernet, group brand manager at Babybel and Leerdammer, said: “Mini Babybel drove 81% of value growth within the lunchbox category over the back-toschool period. The launch of Mini Babybel Spirolls in 2019 is set to drive further incremental sales by bringing something fresh to the category.”

Spar has unveiled three new own-brand desserts in a move to drive growth in the continental sector. Spar twin-pack Pro�iteroles, Panna Cotta and Limoncello dessert pots are available to retailers now, with an RRP of £1.65 and a promotional price of ‘two for £3’. The new lines will sit alongside the symbol group’s existing Tiramisu. Joanne Cramer, Spar senior brand manager, said: “While the desserts category is still an important one to convenience stores, we know that shoppers are increasingly seeing des-

serts as an occasional treat, rather than a regular one. “That means continental and seasonal products are driving sales in the category – a trend we are tapping into with our new desserts.”

4-17 DECEMBER 2018 betterRetailing.com

C-stores fall short on F2G PRIYANKA JETHWA IINDEPENDENT convenience stores are missing out on the food-to-go category, according to new research. The Him report was conducted through more than 20,000 face-to-face shopper interviews, across 1,400 different convenience stores with 26 fascias. The report highlighted average spend on food to go within independent convenience stores was £1.40 – more than 50p lower than the market average and more than £1.20 behind forecourts, which is the channel with the highest food-to-go spend across convenience. Across all food-to-go cate-

gories, forecourts performed better than independent convenience stores. However, there was disparity in hot drinks to go and sandwiches. Ten per cent of shopper baskets within forecourts contain hot drinks to go, versus less than 1% for independents. Seven per cent of forecourt baskets also include sandwiches versus 2% for independents. Blonnie Walsh, senior insights manager at Him, said: “Food-to-go shoppers choose stores based on different criteria and retailers need to capitalise on these opportunities. For example, proximity to work and range of products are more important to

the food-to-go shopper than the average shopper. “Retailers need to place extra focus on these areas in order to compete better and

some of the hottest temperatures in more than 100 years, it seems demand for the lovely punchy exotic �lavours has continued beyond our expectation.” Limited-edition Fox’s Glacier Tropical contains three different �lavours, including Pineapple, Mango & Passionfruit and Coconut.

TASTE TANQUERAY

suppliers and wholesalers must support retailers with the latest shopper trends to ensure that their offering remains relevant.” For more on food to go, visit betterRetailing. com/millennialsfood-to-go

the stat

£1.40 The average spend on food-to-go sales in independent c-stores

TANQUERAY’S new global campaign, 'Unmistakably Tanqueray', aims to bring the conversation back to the taste and flavour of its gins. The multimillion-pound campaign prmotes a message that Tanqueray’s flavour is so distinctive you don’t even need to see its bottles to know that you are drinking it. A spokesperson for Diageo Research said: “As gin continues to grow, it is getting ever more confusing about which one to choose. We want to bring the conversation back to what really matters – taste.”

Indian summer drives Del Monte launches demand for Fox’s Glacier on-the-go snack pots FOX’S Glacier has decided to continue selling Glacier Tropical sweets after shoppers demanded an extension of the limited-edition variety. Andrew Ovens, marketing manager at Big Bear Confectionery, said: “We always like to listen to what our consumers tell us and, with October seeing

DEL Monte has launched two on-the-go fruit snacking products: Fruit Express and Fruit Fusions, available in nine �lavours. The Fruit Express pots come in two sizes: 113g and 227g. It is available in six varieties, including Gold Pine-

apple, Tropical Fruit Mix, Fruit Cocktail, Peach Chunks, Mandarins and Peach & Pear. The Fruit Fusions range is available in three �lavours, Gold Pineapple in Coconut Water, Gold Pineapple with Green Tea and Peach & Pear in Elder�lower Water.

Rollover rolls out festive cinema ticket giveaway FANS of Rollover Hot Dogs will have an additional reason to purchase after Kerry Foods announced a partnership with Cineworld to give away more than 1,000 cinema tickets. The on-pack promotion runs until 31 December. To boost the promotion, Rollover has designed a joint-

ly-branded promotional tray. These trays direct consumers to the Rollover Facebook Page, where they will have a chance to win a pair of cinema tickets. Ashley Fletcher, commercial director at Rollover, said: “We target to reach over one million shoppers, so we expect a lot of engagement from our fans.”

Illegal tobacco is damaging your local community, funding organised crime and undermining local businesses We all have a role to play to combat the issue. Don’t be complicit in the illicit trade

Anyone with information about this type of crime should contact Trading Standards on 03454 04 05 06 or visit www.jtiadvance.co.uk/DontBeComplicit

CATEGORY ADVICE

in association with

SWEET SUCCESS MARS WRIGLEY CONFECTIONERY’s merchandising expert, Sean Thacker, and retail mentor Trudy Davies check in to see how their advice has helped improve confectionery sales in two local shops SIX weeks ago, Retail Express visited two local retailers to help them increase their confectionery sales. We brought in a top merchandising expert from Mars Wrigley Confectionery, Sean Thacker, and seasoned retailer Trudy Davies

BEFORE

to assess their sweets and chocolate fixtures in store. With some key tips and invaluable advice, have the experts managed to boost the retailers’ confectionery sales?

EXPERT ADVICE SEAN THACKER

Field Sales Representative, Mars Wrigley Confectionery “It’s great to see that by making a few simple changes, both stores have benefitted from increased confectionery sales. By increasing display space with Mars Wrigley Confectionery equipment, arranging confectionery products by brand for ease of shopping and prioritising bestselling products, customers will be able to easily locate confectionery lines whilst retailers can boost sales.”

THE RESULT

17%

AFTER

The increase in confectionery sales

FOCUS ON YOGI TATLA Londis Binfield Road, Bracknell

CHALLENGES VISIBILITY: Yogi’s bestsellers weren’t in prime position and had only one facing, meaning he was missing out on sales. VERTICAL BLOCKING: Confectionery products weren’t arranged in vertical blocks by brand and variety, making it difficult for shoppers to find what they were looking for. DISPLAY: Yogi’s share-size chocolate bars weren’t displayed horizontally to catch shopper’s attention, so he was missing out on additional purchases.

CHANGES TO DRIVE SALES VISIBILITY: With limited space, the bestselling products were prioritised and positioned primarily with multiple facings so they’re easy to spot and generate more sales. VERTICAL BLOCKING: Products were arranged vertically by brand, size and flavour to create a neat display for shoppers to easily find what they were looking for. DISPLAY: An invisible wire-mesh shelf platform was added to the fixture to make it tidy and well ordered, prompting shoppers to pick products up.

KEY LESSONS YOGI SAYS “The results are stronger than I ever would have imagined. I knew that positioning more chocolate by the till was working well for us, but had no idea something so simple as a

wire-mesh mini-shelf would be able to provide us with so much extra display space. The chocolate looks much more appealing – no wonder more people are tempted.”

Give popular products multiple facings and position them at eye-level.

Make it easy for your customers to spot their favourite brand by arranging confectionery neatly.

For smaller items, such as chocolate, investigate shelving accessories, which can double your display space.

4-17 DECEMBER 2018 betterRetailing.com

BEFORE

FOCUS ON JASON BUSHNELL Budgens Mortimer, Berkshire

CHALLENGES IMPACT: Confectionery wasn’t immediately visible when customers entered the shop and it wasn’t instantly grabbing shoppers’ attention. SECONDARY SITING: Popular products had only one siting and weren’t standing out from other snacks and drinks, so Jason was missing out on additional sales. PRESENTATION: Jason’s single chocolate bars by the till were untidy and not clearly labelled, and weren’t seducing customers as they should.

THE RESULT

15% The increase in confectionery sales

CHANGES TO DRIVE SALES

IMPACT: Confectionery was moved closer to the entrance, enticing shoppers immediately and encouraging them to treat themselves. SECONDARY SITING: Popular share bags, such as Maltesers Buttons, were given additional sitings at gondola ends, creating more opportunities to buy. PRESENTATION: Jason’s single chocolate bars were branded with clear and colourful product labels, making these impulse purchases easier to spot.

AFTER

JASON SAYS

“Since seeing the results of the trial, I have kept the layout as advised by the experts. It is a really positive result for us; during Halloween, our ‘Scarecrow Trail’ brought about 5,000 more locals into the store and we saw another massive rise in chocolate sales because the current arrangement invites impulse purchases.”

KEY LESSONS 1

Position confectionery as close to the door as possible to encourage customers to treat themselves.

Chocolate is sociable, so place it next to sociable products such as wine or multipacks.

Everyone has a favourite flavour or brand, so use bold labels to signpost customers’ favourites.

MARS WRIGLEY CONFECTIONERY’S TIPS

1. Confectionery is a sociable treat, so stock up on sharing

bags, which are more popular than ever.

2. Chocolate singles are an impulse purchase, so they should be displayed near the till.

3. Arrange chocolate neatly and at eye-level so it’s visible to shoppers, letting it sell itself.

GET INVOLVED

AFTER

DRIVE SALES IN YOUR STORE

MENTOR ADVICE TRUDY DAVIES,

For more advice and tips, follow @betterRetailing

Woosnam & Davies News, Llanidloes, Powys “What an amazing result just from altering a couple of displays. It just goes to show how inviting experts to look at your shop can help you see what you are missing. I also learned a great deal from Mars Wrigley Confectionery’s expert. This is what I love about working in retail: there is always something more to learn.”

To boost confectionery sales and store performance, call 020 7689 0500 or visit betterRetailing.com/boost-confectionery-sales-results

DON’T MISS THE 21 DECEMBER 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

MAKING TAX DIGITAL: Should the policy be delayed? “THE average small business loses £5,000 and 15 working days a year to tax compliance activities. Done right, the roll-out of Making Tax Digital in April should help to arrest this shocking waste of time and money. Done wrong, it will mean confusion and increased costs.” Mike Cherry, national chairman, Federation of Small Businesses

“WE back the Economic Affairs Committee’s calls for the Government to postpone the project. There’s still time to delay the plan and avoid putting small businesses in a dire situation. The NFRN would welcome a consultation with small businesses’ representatives to rede�ine a realistic implementation schedule.” Mike Mitchelson, national president, NFRN

Done wrong, it will mean confusion and increased costs

The results: we reveal which suppliers, wholesalers and products retailers voted for in 2018 PLUS

ENERGY DRINKS: What would age restrictions mean for stores? “THE convenience sector is extremely effective at enforcing age restrictions in-store on a wide range of products. More than half have introduced policies to prevent the sales of energy drinks to under-16s, but a legally enforced age restriction would provide absolute clarity on purchasing energy drinks.”

Your essential guide to what to stock in 2019

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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

betterRetailing.com/rn

James Lowman, CEO, ACS

Department of Health spokesperson

£2,500 fine Smiths utter for verbal Costc ers blames abuse of retailnew‘flawed strategy’ face ers shop staff Wholesaler lesaler lists Read d to Politician fights for e reasons why it terms new powers to keep five and futur urge t your use its customers Current must failed employees safe to £2.50 partnersbranding cut oustoatrethe counter Page 4 » ONLY in 2018 Page 10 » No 46 USE Vol 129 symbol deal Page 5 » youra encourages FOR TRADE get full TI Medi to order readers tly with direc 10 » mags Page subs offer

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g ts mark rulin penden in land banned access for inde Inside the new wholesaler that’s bigger than Booker, ATMs rates on cash machine and its pledges to grow your business Page 4 » iness ● Bus greater Page 4 » predict RETAIL CRIME NEWS SUPPLY SYMBOL NEWS Experts

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“WHILE we recognise the efforts of retailers who have already acted, there are still many retailers who continue to sell these drinks to children. Legislating to end the sale of high-caffeine energy drinks to children would create a level playing �ield for businesses.”

The total foodto-go c-store

food in Freshminutes five

vania Pennsyl to go NEWS THAT MATTERS ● betterRetailing.com ● 23.11.2018 idesRETAIL ity food o prov GetG with qual5) How rs (PART 3 OF consume Page

A legally enforced age restriction would provide absolute clarity

SMITHS NEWS: What has gone wrong in 2018? "WE failed in some of our promises to customers. A year of signi�icant challenges exposed weaknesses in our strategy and its execution, with a consequent impact on results. A �lawed attempt to combine operation of Tuffnells and Smiths News removed focus from planned ef�iciency savings.”

“THE company’s results highlight the issues retailers have been mentioning to us, poor operational performance, increased reliance on contractors and mismanagement of World Cup stickers and Pass My Parcel. With more 'ef�iciency savings' planned for 2019, things may get worse, not better”

Gary Kennedy, chairman, Connect Group

Jack Courtez, editor of news, Retail Express

We have failed in some of our promises to customers

PAYPOINT: How is the eBay parcel deal affecting stores?

We are already looking at ways to make this easier for retailers

“PAYPOINT are paying retailers less than a standard CollectPlus parcel, yet they don’t scan so are far more time-consuming. I have more than 80 parcels in a 350sq ft shop, including kitchen units, a child car seat, a hoover and a TV. I have nowhere to put them.”

“IT is driving valuable additional footfall and we have a long waiting list of those wanting it in their store when we expand it. We are already looking at ways to make this easier for retailers, including being able to use the imminent CollectPlus Store scan app to read the code.”

Leon Hill, owner of Spar Sithians in Cornwall

Steve O’Neill, marketing director, PayPoint

LETTERS

4-17 DECEMBER 2018 betterRetailing.com

15 Meon Vale

jeet Londis, Stratfordbansi upon-Avon

Letters may be edited

Jeet Bansi explains why engagement with industry schemes makes good business sense

Royal Mail needs to stamp out Christmas order errors On 12 November, I placed an offer for Christmas stamps from the Royal Mail. We always get them because they sell really well. They have to be bulkordered and they cost a lot of money – I paid £713.86 by card. The next day, they delivered them, but they had sent out standard stamps instead of Christmas ones. I sent an email about the error on 14 November, advising

them they’d sent the wrong stamps. They replied on 19 November apologising and explained they’d be sending me out a special delivery bag. They then added that their returns process takes 28 days and therefore they are unable to issue a refund until the process is completed. They suggested that if I required replacements as a matter of urgency that I place and pay for another order �irst.

I then rang them, but couldn’t get through to anyone as they don’t provide phone numbers. I then tweeted about my problem, and received another email on 23 November, explaining what they’d already told me. I have since sent the stamps back, but have yet to receive any kind of refund at all. I was really expecting them to sort this out. Tim Morton, Spar Tattenhall, Cheshire

A Royal Mail spokesperson responded: “We would like to apologise to Mr Morton for the service he received when ordering his 2018 Christmas Special Stamps. This fell below the high standards of customer services we set ourselves. “We have contacted Mr Morton to advise that we have dispatched the stamps he has ordered and to offer him £50 as a gesture of goodwill.” Tweet us to get featured!

TWEETS OF

THE WEEK

WIN £25-worth of Vimto

@retailexpress

Local newsagent broken into last night and lots of stock taken.They are a really nice, hardworking couple and feel really sorry for them @Harborne_Jayne @HarborneWMP @ryan_stait

WE spend a lot of time evaluating and judging our store, but it is equally important to have others evaluate your store and for them to share the feedback. This is why industry awards and benchmarking play such a crucial role in our sector, and why stores that are serious about continuous Each issue, one of seven top improvement retailers shares advice to should be taking make your store magnificent part. It can show you where there are areas to focus on and also give you the confidence that you are on the right path. Even just applying to enter your store in competitions is an opportunity to think through and develop answers for the big questions: what makes your store special, what do you better than anyone else and why is your shop a positive contributor to your local community? For all these reasons and more, it is the taking part that counts, but it’s also useful to have a plan for if you win. Being recognised by the industry is more than a trophy to put on a shelf and remember warmly – it can have a huge legacy for your business. We’ve been promoting our recent award on social media and customers have been coming in and congratulating us, proving that people are paying attention online and that it is helping us to stand out from our local competitors. The win is also a great way to keep staff morale up following a busy, yet challenging year in store, and ahead of the most important month of the year. This means recognising that the win is the result of everyone’s hard work, and organising an occasion in which we celebrate together. Beyond 2018, our New Year’s resolution as a store is to instil an awards culture in our business throughout the year, not just at awards season. This means getting out there and comparing our store to others in the market to see what we can learn. Hopefully, both better market awareness and the chance to win next year will inspire us to really exceed in our two target categories for improvement in 2019 – food to go and beer.

@WomanMagazine and @WomansOwn @timedia shame on you for literally giving titles away for almost free (recent reader subscription offer) while us newsagents have fought hard to keep your sales up all these years! Is this something you will do for all your titles? Gaurave Sood CONGRATULATIONS, Peter! Category Star for Availability at #IAA18 @PBhadal @LondisRetail RETAIL Express has teamed up with Vimto to give away stock worth £25 to 10 lucky retailers. The prize includes a case of Vimto No Added Sugar 500ml and Vim2o 500ml – Vimto’s flavoured water brand, which taps into the booming healthy hydration trend.

TO ENTER To take the survey, go to:

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

Get in touch

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

THE FUTURE OF CONVENIENCE RETAIL STARTS HERE The 13th annual Independent Achievers Academy Gala showcased and celebrated the retailers and suppliers who continue to evolve with the times. The event follows nine months of benchmarking, secret shopping, interviews and store visits to compare and offer tailored advice to the 390 stores that took part. Head of the IAA Samantha Gunston comments: “The IAA is proven to make the stores that take part more profitable, and this year was no exception. The rising standards we’ve seen in 2018 are testament to the hard work, innovation and dedication of store owners. There’s much we can all learn from the newly announced stars of each of the 12 categories.”

ASSESS HOW EFFECTIVE YOU ARE IN THE FOLLOWING CATEGORIES Marketing to Customers

Availability

In-store Display

Service to the Community

Customer Service

Shop Layout

Responsible Retailing

Digital Engagement

Merchandising

Staff Development

Retail Innovation

Effective Ranging

Participating in the IAA has helped retailers across the country realise real, measurable results. These retailers below share the positive impact being a part of the IAA has made to their business.

Pragna Patel increased breakfast sales by

David Ramsey increased soft drinks sales by

15%

Kam & Dal Nijjer increased beer and crisps sales by

£200

a week

Toby Stokes increased tobacco sales by

BENCHMARK YOUR BUSINESS IN 2019 Find out how our partners are helping retailers like you improve their stores and work out how to get similar results Visit betterRetailing.com/iaa/benchmark-your-store

IAA STARS

Overall Best Shop

Mo Razzaq

Family Shopper Blantyre, Glasgow

Don’t be frightened to make changes. If something isn’t working, then stop flogging a dead horse

IT TAKES 15 YEARS TO BECOME AN OVERNIGHT SUCCESS SAHAR HASHEMI, OBE, COFFEE REPUBLIC CO-FOUNDER AND IAA SPEAKER

THE STARS OF 2018 Top retailers and suppliers gathered in London as the Independent Achievers Academy unveiled its Category Stars and Overall Best Shop. We find out their tips for success

Marketing to Customers

Scott Graham

McLeish, Inverurie, Aberdeenshire

Don’t take a scattergun approach; have a strategy in place so you have clear reasons behind what you are doing

Customer Service

Dennis Williams

Broadway Convenience Store (Premier), Edinburgh

We don’t go by a CV, we bring people in on trial and put them on the tills. It’s soon obvious whether they are good with people

Effective Ranging

Scott Graham

McLeish, Inverurie, Aberdeenshire

Look at your data and seek help from your wholesaler to identify opportunities, and talk to other retailers, too. Don’t be afraid to ask

4-17 DECEMBER 2018 betterRetailing.com

Availability

Peter Bhadal

Londis Woodhouse Street, Leeds

Think about when your deliveries arrive and plan accordingly. Don’t stock lines you don’t need to hold on to

In-store Display

Terry Mulkerns

Mulkerns Eurospar, Newry, Northern Ireland

Your store has to be relevant and the customer has to find it interesting enough to engage with it

Service to the Community

Asif and Abada Akhtar

Premier Smeaton Stores, Kirkcaldy, Fife

Start small. Have a simple conversation with people. It sparks trust and confidence, and from that you can start forming events

Shop Layout

Simon Dixon

Premier Lower Darwen, Darwen, Lancashire

Give as much space as you can to fresh and don’t be afraid to lose money on it to bring customers in

Responsible Retailing

Samantha Coldbeck

Wharfedale Premier, Hull

Speak to people who can help you, like the police, PCSOs and your local counsellor. We make ourselves very visible in the community

Digital Engagement

Mo Razzaq

Family Shopper Blantyre, Glasgow

Do the basics first and then build on it. Start with being on Google, take control of your page and update the pictures of your store

Merchandising

Jacqui Dales

London Road Bakery (Spar), Boston, Lincolnshire

Bring in proper training and don’t assume that your younger or new members of staff understand merchandising

Staff Development

Terry Mulkerns

Mulkerns Eurospar, Newry, Northern Ireland

Talk to your staff and have regular training meetings to unlock their potential. People are expensive to replace, so invest time in them

Retail Innovation

Ferhan Ashiq

Levenhall Village Store, Musselburgh, East Lothian

If you are short on space, you need to think outside of the box. Use the most efficient equipment possible

ROUNDTABLE

the stat

66%

The sales growth in Lucozade Cherry over the past year

REFRESH YOUR SALES Worth £1.6bn1 and growing at 5%2 year on year, the soft drinks category is thriving, but it doesn’t come without its challenges. RETAIL EXPRESS met with four retailers and LUCOZADE RIBENA SUNTORY to discuss how they have grasped opportunities and overcome barriers in the category this year

Attendees Retailers

Anita Nye

Premier Eldred Drive Stores, Orpington, Kent

Lucozade Energy

Kay Bartlett Senior brand manager for Lucozade Energy

Sue Nithyanandan

Brookside Filling Station, Hungerford, Berkshire

Yogi Tatla

Dee Park Londis, Reading, Berkshire

“WE know that 50%4 of soft drinks are bought on impulse, so it’s really important that independent retailers really capitalise on these impulse purchases,” says Kay Bartlett, senior brand manager for Lucozade Energy. “Soft drinks are the number-one reason why customers go into convenience stores5, and almost a third6 of soft drinks sales come from energy drinks, so it is important to demonstrate that energy is important and a prominent aspect of the soft drinks market.” Bartlett recommends retailers consider their use of PoS because, if used effectively, it can contribute to a 25%7 increase in sales. Surrey retailer Sue Nithyanandan, of Costcutter Epsom says dump bins are the most effective way to disrupt shoppers. “We had one

Costcutter Epsom, Epsom, Surrey

Tariq Majid

Soft drinks are the numberone reason why customers go into convenience stores KAY BARTLETT, LUCOZADE ENERGY

CATCHING EACH IMPULSE PURCHASE with lights on it placed just before the chiller. It really caught people’s attention,” she says. For Anita Nye, of Premier Eldred Drive Stores in Orpington, Kent, shop space is limited, which means she focuses on PoS such as shelf wobblers. “We put PoS by our till where we have a big perspex screen at eye level, so people can see it easily,” she says. The public’s increasing focus on sustainability is something that Tariq Majid, from Brookside Filling Station in Hungerford, Berkshire, addresses. “My concern with PoS is how much paper it uses – it’s not great for the environment,” he says. “I do have some screens for adverts, but I don’t control what goes on them. I was thinking of getting my own screens so I can promote what I want.”

DEALING WITH LEGISLATION

ON 6 April, the Soft Drinks Industry Levy (SDIL) came into effect, increasing the price of drinks that contain 5g of sugar or more per 100ml. The tax has had differing impacts on independent stores depending on their customer base. “It was confusing at first, especially when you had diet drinks next to regular drinks with different prices, but once you explain it, people still buy what they want to buy, so it makes no difference in sales,” says Majid. Nithyanandan agrees. “If people want to buy something, they will,” she says. “We sell a lot of price-marked packs (PMPs), but I don’t think people have stopped buying full-sugar drinks because of the tax. They’ve accepted it.” In Yogi Tatla’s Dee Park Londis in Reading, Berkshire, the SDIL has altered some shop-

pers’ buying habits. “My shop is on an estate where we have many school children and a lot of students,” he says. “We found they have shifted to cheaper brands because they only have a certain amount of money, but adults still buy the same product they did before. “Brand loyalty has shifted as budget is more important, and we’ve changed our range to accommodate that. We are stocking a lot of cheaper brands.” A big problem for retailers was the shortage of direct communication to consumers. “We felt a bit let down by the lack of information from the Government because we were left to pick up the pieces,” says Nye. “It’s another thing we had to explain that people didn’t know about.”

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DRIVING SALES FROM FLAVOURS

BARTLETT explains that all Lucozade Energy flavours apart from one benefitted from doubledigit growth over the summer. “In 13 weeks, Lucozade Cherry had 40% growth,” she says. New flavours in soft drinks can be a big driver for sales among 16-21-year-olds, she adds. This trend is reflected in Nye’s store, where many of her customers are younger. “Even though we have a small shop, we sell Lucozade Original, Orange, Caribbean, Apple, Cherry, Pineapple, Pink, Pink Zero and Brazilian,” she says. “There’s a gym nearby, run by the public, and there is a boxing academy as well, so they

The amount of money Lucozade Ribena Suntory gave away to retailers over 12 weeks

come over and buy energy drinks. In the evening, there can be several football teams playing nearby, and when they come over it can be a bit mad. They tend to go for Lucozade, followed by the Euro Shopper 39p can. “The last promotion we did – where shoppers who bought a bottle of Lucozade could get a Larazade Croft Apple for free – was absolutely crazy.” Nithyanandan has several younger members of staff in her team who keep her up to date with what she should stock. “They try everything and tell me about it,” she says.

PRICING IT RIGHT

WHILE Majid doesn’t have to stock pricemarked products for his forecourt customers, Nye, Nithyanandan and Tatla all agree that price-marking is a key part of their business. Nye and Nithyanandan say they sell a lot of PMPs. “As a small shop, it is especially important, because people always assume that we are more expensive than a larger shop,” says Nye. “But with PMPs they can go next door and see that it is the same product at the same price. People are more cautious about what they are spending and being able to clearly see the price of something is helpful.” Bartlett agrees, adding that 76%8 of conven-

ience shoppers think PMPs improve a store’s overall price image by showing them they’re getting the best value. At his Londis store, Tatla has a slightly different strategy. He brings in PMPs on certain lines and categories and once he has improved his sales on the product or within the category, he reverts to non-price-marked packs. “Some of the customers are able to accept the new price, others are not. But I have to do it to protect my margin,” he says. “PMPs can be the difference between selling one case a week and five or six cases a week in energy drinks.”

top tips 01 02

04 PMPs can be the difference between selling one case a week and five or six

“Create theatre in your store. I find that if I throw energy behind something, it will immediately sell.” – Yogi Tatla “Study your target area and your customers and arrange your goods according to your demographic. We have a lot of young people, so we get soft drinks that appeal to them.” – Sue Nithyanandan “Invest in sustainable chillers. We are trying to be more energy efficient, so we have a company coming in to put door scoops on our chillers. It fits on the front of the chiller, catches the cold air and puts it straight back into the fridge.” – Anita Nye “You have to get all soft drinks flavours in when they are new to get to know which are the bestsellers.” – Tariq Majid “Use the PoS you are given effectively. We know that PoS can really tempt shoppers and gain a 25%9 increase on purchases in store because it grabs their attention.” – Kay Bartlett

YOGI TATLA, BERKSHIRE

To find out how Anita, Sue, Tariq and Yogi worked with Lucozade Ribena Suntory to increase their sales, go to betterRetailing.com/soft-drinks-sales-increase-guide 1 IRI EXT Symbols and Independents, latest 52-week data ending 26.08.18, 2 IRI EXT Symbols and Independents, latest 52 week data ending 26.08.18, 3 IRI EXT MarketPlace , latest 52 week data ending 30.09.18, 4 IGD Food to Go 2016, 5 HIM! Food to go study 2016, 6 IRI EXT Symbols and Independents, latest 52 week data ending 30.09.18, 7 POPAI, The Grocery Display Effectiveness Study, 8 HIM Wholesale Hot Topic 2016, 9 POPAI, The Grocery Display Effectiveness Study

CATEGORY ADVICE EASTER

CHOCS AWAY Easter presents a massive chance for retailers to boost sales, as shoppers are on the hunt for sweet treats to cast off the winter blues and spend time with family and friends. OLIVIA GAGAN finds out how retailers and key brands are capitalising on this sweet opportunity

HOW TO GET STARTED IT pays to plan in advance and to bring Easter-themed products into your store gradually. Delia Metral, brand manager at Mondelez International, says consumers are looking for Easter products earlier each year and demand in December for small treats, like Creme Eggs, is a growing trend. “Start the Easter countdown with single-serve products, when consumers are looking to keep their spirits up after Christmas,” she says Phil Griffiths, general manager at Spar Llanrwst in North Wales, makes sure to order well in advance to secure the stock he needs. “Our Easter stock has already been ordered in November and we make sure we cover all price ranges, from cheaper to premium eggs. We

have a range of hard boxed eggs and then also smaller eggs and mini eggs.” Julian Taylor-Green at The Taylor-Green’s Spar, Lindford, East Hampshire, says he focuses on lines that can meet the broad range of gifting occasions that occur between December and April. “Straight after Christmas, we focus on getting the value message out there and put effort into promoting Valentine’s Day and Mother’s Day,” he says. “One important thing we think about is whether our boxed chocolates, bags and pouches can sit comfortably through Valentine’s, Mother’s Day, Easter and further into the year – and that they are not totally event-specific.”

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Mo Lowrey, Premier Bear Street Convenience Store, Barnstaple, North Devon “WE usually stock medium-sized egg lines and any buyone-get-one-free offers that Premier provides. Last year, we performed well with a £1 egg range, but we do also stock bigger products – ones with mugs, for example. “For children, Kinder Eggs with the toy inside sell well in our store, and the Thornton’s range is popular, too. It is important to try not to order too much stock, especially when stocking more expensive eggs, as you can lose quite a bit of money. “The tough part of this season is ordering the right amount of product, so we will make a basic order and top up manually through our local Booker. We also like to buy a massive £25 egg and put on a raffle for our customers – with profits going to the Lions Club, a charity that helps local organisations.”

4-17 DECEMBER 2018 betterRetailing.com

BOOST GIFT SALES DELIA says this year, shoppers are looking to buy gifts and sharing products for friends and family, especially their children. “They are also looking to create memorable moments through the egg hunt ritual, using a range of different products,” she adds. To meet these occasions, she suggests products which can double up as sharing products and small gifts, “like Cadbury Mini Eggs and Cadbury Egg ‘n’ Spoon”. Alan Fincham of One Stop in Attleborough, Norfolk, makes sure his Easter gift products are front and centre of any display units and in

the store windows. He also relies on his symbol group for display and promotion ideas, which saves him time. “The offers and promotions are prepared by One Stop and we usually have them on floor stacks and in window displays. We have a reputation for a big range of eggs.” When it comes to gifts, Phil says: “Anything new on the market does well, so it’s good to stock new products.” One final tip? “The most important thing we have learnt from the past is not to order too many eggs – as then you have to sell them at a reduced cost.”

DRIVING SHARING SUCCESS JOHN Parkinson at Broadway Premier in Penhryn Bay, Llandudno, says sharing bags offer a chance to break away from trying to compete with multiples on standard Easter eggs. “It’s good to be attached to a symbol group because for the past 20 years, it has been near-impossible to compete with supermarkets on individual eggs.” Instead, creating a buzz around

the Easter event and creating opportunities for customers to see something new in store is another way to keep momentum up as Easter approaches, John says. “We’ll decorate the window and make it look springlike. We’ll also do an Easter raffle, which is a thank you to our customers,” he adds. Chirag Shah, seasonal brand manager at Mars Wrigley Con-

fectionery, says lost sales can be averted by focusing on themed sharing bags like Galaxy Golden Eggs in the run up to Easter, then featuring boxed shell eggs closer to the Easter weekend. He adds: “Given Easter falls late this year, the run up to Easter is even longer and, as a result, the products that retailers prioritise throughout the season should vary.”

launches & promos Cadbury Dairy Milk’s Easter Bunny, RRP £6.99, 72g, six packs per case After last year’s Peter Rabbit gift, Mondelez is introducing Cadbury Dairy Milk’s Easter Bunny, which comes with a toy. Galaxy Golden Eggs, RRP £1.29 A combination of gold-coated chocolate eggs and crunchy caramel pieces, Galaxy Golden Eggs is an eye-catching variation on Galaxy bars. Cadbury Heroes Easter Pouch, RRP £5.69, 384g, eight packs per case New this year, this sharing pouch offers an opportunity for retailers to offer an Easter-themed version of a year-round sharing favourite. Cadbury Oreo Egg, RRP 58p, 31g, 48 packs per case After a successful launch in Canada, an Oreo-filled variety of Creme Egg is reaching our shores in 2019. M&Ms Eggs, RRP £7.99, promo two for £12 M&M’s is launching a medium-sized egg gift featuring the sweets.

*Source: IRI Total Market Value Sales to 01.04.18 Inc. Discounter **For full consumer TnC’s go to https://www.cadbury.co.uk/terms-and-conditions *** Independent retailers within the UK, 16+. Display the White chocolate Cadbury Creme Egg POS for the chance of a winning egg to be placed within your store between 01/01/2019 and 21/04/2019. If a winning egg is distributed in your store and is registered by the winning customer with the Promoter, you win. Prizes: a maximum of 1 x £1,000 and 1 x £500 and 109 x £50 either as Mondelez Stock Vouchers or Love2Shop vouchers, depending on store type. See https://www.deliciousdisplay.co.uk/welcome for full T&Cs. Promoter: Mondelez Europe Services GmbH – UK Branch, Sanderson Road, Uxbridge, UB8 1DH.

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ONE-MINUTE CATEGORY MANAGER WINE

What to stock CHRISTMAS is a key period for driving sales in the wine category, with a 5.1% growth in alcohol sales last year versus the year before1. In preparation for the increase in demand and to ensure all tastes are covered, retailers need to make sure they have a wide variety of products available to shoppers, including sparkling, red, white and rosé. Pernod Ricard UK provides a wide range of core and premium wines, which offer competitive RRPs across its three bestselling brands: Campo Viejo, Brancott Estate and Jacob’s Creek. BRANCOTT ESTATE

CAMPO VIEJO Red Tempranillo

Viura Tempranillo Blanco

Reserva

Cava

Classic Sauvignon Blanc

Classic Pinot Noir

RRP £9.75

RRP £10.05

RRP £12.75

RRP £14.95

RRP £11.59

JACOB’S CREEK Terroir Sauvignon Blanc

Terroir Pinot Noir

Le Petit Rosé

Classic Chardonnay

Classic Shiraz

Double Barrel Shiraz

RRP £13.29

RRP £15.39

RRP £8.00

RRP £8.59

RRP £12.99

How to stock it

MINU

CATEGORY M

You can drive sales by expanding your range to ensure it meets consumer demands for wine this Christmas. You need to make sure you are reflecting consumer trends in your range, as shoppers increasingly expect to find popular white wine brands in the chiller and key reds on display, to make impulse purchases easier.

top Tips Stock popular household names, such as Campo Viejo, which is the number-one red wine line in the UK. It is the biggest Spanish brand on the market, accounting for 16% of sales and 45% of Rioja sales in the UK2.

Increase basket spend by giving greater prominence to premium wines. For example, Brancott Estate Terroir Series is growing at 62.5%2 and out-performing the category. Also, Jacob’s Creek Double Barrel, which is up 27%2, can command a higher-thanaverage price, making it more profitable for the retailer.

Where to stock it

Be sure to have a large range of the most popular grape varieties offered by your bestselling brands. The top five choices among consumers are: Sauvignon Blanc, Pinot Grigio, Chardonnay, Shiraz and Merlot2.

Due to the increase in demand for alcohol during the festive season, retailers need to dedicate more shelf space to wines at key traffic areas to ensure they benefit from the uplift in Christmas sales.

top Tips Make sure your key brands are featured at eye-level, with more facings of popular brands and ensure that your bestsellers are located in high-visibility locations to drive sales.

Display all products from the same brands together. This will introduce customers to other options they may not have realised were available.

Make sure sparkling wines are given more prominence than normal, in order to maximise Christmas and New Year sales, as these lines are more popular at this time of year.

WIN

In association with

Equipment needed Retailers should dedicate more space to wine to maximise the uplift in the wine category, on the shop floor and in the chillers.

UTE

MANAGER

4-17 DECEMBER 2018 betterRetailing.com

If you’d like to improve your wine sales or if you want to see a rep, call us on 020 7689 3378 or email priyanka.jethwa@newtrade.co.uk

Increase the floor space for display cases to encourage volume sales. Provide additional space required for sparkling wines in the chillers to encourage impulse purchases.

Now shout about it top Tips Highlight award-winning products to customers by using PoS, with images of Campo Viejo Reserva and Tempranillo with Bronze International Wine & Spirit Competition (IWSC) award, Brancott Estate Terroir SB and Classic Sauvignon Blanc with Silver IWSC awards, and Jacob’s Creek Cabernet Sauvignon with Decanter Bronze award.

PoS or cards are great ways of drawing customers’ attention and making the product stand out.

Social media is invaluable for showing your customers what you have available in store.

How I do it METEN LANKHAIN St Mary’s Supermarket, Premier, Southampton WE price wine above the RRP because it’s not an everyday seller, but more of a weekend thing. This month, for example, we have a promotion on sparkling wine and prosecco. Sales in this category are boosted during seasonal times, such as Christmas and New Year. You should focus on the bestselling lines and be prepared for increased demand during holiday seasons.

To see the full range of Retail Express category management spreads and planograms, visit betterRetailing.com/categorymanagement

Sources:

Kantar Worldpanel 09.01.2018 2 Nielsen MAT 08.09.18

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PROFILE

4-17 DECEMBER 2018 betterRetailing.com

RETAILER PROFILE SUKHI DHAMI NISA LOCAL, EARL SHILTON, LEICESTER Location: Earl Shilton, Leicester Hours: Mon-Sun, 6.30am-10pm Staff: 11 Size: 2,700sq ft

‘HOW WE PLAN TO TREBLE OUR TAKINGS WITHIN FIVE YEARS’ MEGHAN HUMPHREY LEICESTER retailer Sukhi Dhami has watched businesses boom and bust in his area, having lived there for 16 years, but it also allowed him to spot an opportunity. He already had one successful Nisa Local under his belt, but set his sights on another store just nine miles away in the town of Earl Shilton. “This used to be the only road you could use to travel into Leicester, and shops were thriving,” he says. “But 11 years ago, a bypass was built, meaning the high street was left empty.” However, this didn’t stop a carpet shop at the top of the road from catching his eye. “Two years ago, I saw this property, and continued to hassle the owners to sell it to us,” he explains. “They soon agreed at the right price, and last February the deal went through.” After deciding to extend his partnership with Nisa, the re�it began. “This was a Co-opregistered building in 1926,” says Sukhi. “After discovering how beautiful and bespoke it was,

we decided to keep all of its original features.” The store boasts original �ittings and �ixtures, bespoke lighting and a café. “We wanted to turn the back of the building into a café to generate more income and jobs for the local area,” he adds. “The concept of our food-to-go area will be similar to Subway. We will have a dedicated team offering a variety of eggs, bacon, steak bakes and sausage rolls. We have even managed to hire an ex-Starbucks barista – it’s all very exciting.” One of the biggest challenges the store faces right now is its location on the high street. “We are situated at the top of the road, so a lot of people don’t tend to come this far up,” he explains. “But we’ve

become heavily invested in the community to help get our store on the map. We are planning on putting a hot dog stand outside the shop for the Christmas light switch-on.” The shop might only have been open for a month, but nearby residents are already taking full advantage. “There is a lot of council housing

I DON’T WANT THE STORE TO JUST BE A NISA LOCAL, I WANT IT TO BE KNOWN AS THE NISA LOCAL OF EARL SHILTON

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behind us which is great for daily income, as well as a big housing development which is helping to bring in a wider range of clientele. People like coming to our store because it has a premium feel but is very affordable,” he says. Ensuring his store remains appealing is Sukhi’s priority. “We want to break people’s shopping habits,” he says. “We try to stock products our customers ask for, we want to become their shopping destination.” Although feedback has been positive, Sukhi is far from satis�ied. “We are going to continue to improve this shop by bringing in new categories and elements. This is what drives us,” he says. In �ive years, he wants to treble the store’s takings and have great customer relationships. “I want to become a part of this community,” he adds. “I don’t want the store to just be a Nisa Local, I want it to be known as the Nisa Local of Earl Shilton.” To see more of Sukhi’s store, go to betterRetailing.com/ nisa-earl-shilton

new technology 1 Use “Our live advertising board keeps anyone walking past the shop updated with all our latest deals,” explains Sukhi. “It can be updated every day in order to reflect our most recent offers.” in food to go 2 Invest

“By introducing a café, we have given our customers more choice and help provide jobs in the local area,” he says. “We have been offering free samples to generate excitement.” your bestsellers 3 Showcase

“Our gin bar includes 40 different varieties of the spirit. Our customers love trying new types,” he says. The store suggests matches for different tonics and gins and rotates stock regularly to keep it fresh.