Retail Express: 16 July 2019 by BetterRetailing

LEARNING CURVE

How Amy Pawley turned her small village store into a huge success 32

16-29 JULY 2019 betterRetailing.com

PROFILE

RETAILER PROFILE AMY PAWLEY CENTRAL STORES Location: Sherburn, North Yorkshire Shop size: 245sq ft Staff: Three part-time, two full-time

RGY ‘WE’VE CUT OUR ENE DGES’ BILL BY CHANGING FRI the store has build relationships do a paper with them. We don’t want peoround because we shop for DARYL WORTHINGTON the ple to come into their papers. Central about AMY Pawley, from North “We’re trying to think We want to Stores in Sherburn,worked the bigger picture. to actually Yorkshire, has only years, encourage people build a conin retail for three come in, to help us overcome but she’s quickly to nection with the community.” coma number of challenges To keep customers be as of her small meansites, to tries make a success Amy ing back, in the and caravanning village store. In their three years made ing it gets lots of holidaymakers competitive as possible with Julin the sumstock a lot She and business partner Amy and Julie have through its doors her pricing. “We background store, of that, it’s close to of price-marked products, so ie Luke both had a top On a number of changes. mer. “Retail’s range so it bene�its in the care industry. curve,” They now stock a wider know they’re gettwo steel works, and customers been a steep learning into it of locally produced products, from footfall from workers ting a fair price. came sandwiches but it’s admits Amy. “We including cakes, lorry drivers. “We lose a bit of pro�it, comproved peoexperience.” have that These people with minimum “Generally, we �ind worth it if it keeps the �irst and pastries. their customers. with Theft was one of go for the same things ing back,” she explains. to overcome. popular like to know where ple will tobacco they come into the problems they had “People “It’s the same with to RRP. has a big Amy each time stick reveals. to “Anything being stolen small in- their food has come from,” try Amy a driver – we always don’t mind shop,” competiimpact when you’re says. “A lot of them “Whether it’s a lorry We don’t have much a bit extra for something for the factory or an elderly per- tion around here, so perhaps dependent store. a chain, so paying a bit extra the village, they all “We’re not part of special.” we could risk putting the son living in something that’s someone stealing They’ve also boosted mak- have their own routines.” says. quite a lot is getting on,” Amy a customer came in that costs £5 is worth shop’s energy ef�iciency, For Amy, a priority to help “But if overcharged into the shop, to us,” Amy explains. a lot of ing it cheaper to run. and realised we’d energy-ef- customers come back. “But we’ve done By installing more them, they wouldn’t sure we can moving to a lot more in things to make �icient lightbulbs and they’ve A LOT OF CUSTOMERS We’d end up losing fridges, catch thieves. CCTV energy-savingsave a quarter on DON’T MIND PAYING the long run.” to “We’ve installed good on what to managed and trained our staff made the their energy bills. A BIT EXTRA FOR To see more photos has to do. That training has The small shop of Amy’s store, go to SOMETHING SPECIAL getting them needs of a wide mix the biggest difference, m/ meet do they can betterRetailing.co to understand what customers. central-stores-sherburn – like packing of the local to minimise theft As well as being Central We haven’t bags for customers. for nine shop for the village, to camping had anything stolen Stores is also close months now.”

16-29 JULY 2019 STRICTLY FOR TRADE USERS ONLY

Why should you care about illegal tobacco?

1 products is not selling, Know your

“If something an item you need to swap it for says that’s more popular,” Amy. “Speak to your customthey’re ers and find out what as looking for. Try to meet many needs as possible.”

Learn from your staff

we Amy explains: “When started, we had everything the best to learn. We found the way was to learn from staff who were already experiworking here. Their ence was valuable.”

atens cco thre ages Illegal toba ihoods, dam ’ livel retailers contains ities and commun edients. t Follow @suspect_repor ted ingr unregula

local 3 Look

“Our locally made products popular are some of the most holidaysellers, especially with more makers, who will pay for something that’s special. Customers from the village Amy. enjoy them, too,” says

0800 0495992

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

UNITED AGAINST RETAIL CRIME • More than 20 convenience players call on the government for a tougher crackdown on shop violence P3

INDIE BRAND OPPORTUNITY

OWN-LABEL DIVIDE

SERVING THE COMMUNITY

Sainsbury’s move to premium creates room for independents to grow sales and profits

Reports of own-label sales decline greatly exaggerated, say industry experts

Five key services you can offer in store to better serve your customers

P26-28

P32

our say

Louise Banham, editor in chief

Extra services are an easy way to get shoppers onside

The five biggest stories this fortnight 01

Indie opportunity from Sainsbury’s premium prices

ALEX YAU What services do you offer in your shop that make you stand out? Speaking to retailers recently, their answers to this question have ranged from making sure elderly and less physically able customers get the products they need through a home delivery service, to teaming up with schools and groups to carry out litter picks in the area, and then on to hosting screening events outside their stores for national sporting events. In this issue, we focus on what you can do in your shop by taking a look at five key in-store services that can help you to be the lynchpin of your community. THERE’S A While none of them are groundBIGGER POINT breaking, and some of them may not be right for all retailers, HERE ABOUT there’s a bigger point here about ESTABLISHING offering something that your YOUR STORE shoppers need and want, and about establishing your store as AS A GO-TO the go-to destination – not just for local customers, but for those will- DESTINATION ing to travel further for something they can’t get elsewhere. Find out what it is customers need from you and your store. And then investigate whether that service will benefit your business. Whatever works best for your shoppers and your store, be the pillar of your community and keep customers coming back for more. FOR MORE OPINION, GO TO PAGE 12

@retailexpress betterRetailing.com facebook.com/betterretailing Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Editor – news Jack Courtez @JackCourtez 020 7689 3371

News editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Features editor Daryl Worthington @DarylNewtrade 020 7689 3390

Features writer Priyanka Jethwa @Priyanka_NT 020 7689 3355

Reporter Alex Yau @AlexYau_ 020 7689 3358

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Reporter William Dodds @WilliamDoddsRN 020 7689 3350

Production editor Ryan Cooper 020 7689 3354

Editor in chief Louise Banham 020 7689 3353

Head of sales Matthew Oliver 020 7689 3367

Sub editor Jim Findlay 020 7689 3373

Account director George McCracken 020 7689 3364

Sub editor Tom Allaway 020 7689 3395

Account director Charlotte Jesson 020 7689 3389

Head of design Anne-Claire Pickard 020 7689 3391

Senior account manager Natalie Reed 020 7689 3372

Designer Jody Cooke 020 7689 3380

Account manager Adelice Tatham 020 7689 3366

Production coordinator Ashley Reid 020 7689 3368 Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85 Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler. Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

SAINSBURY’S premium branding offers independent retailers an opportunity to compete, despite its convenience sales growing by 1.5%. According to the multiple’s �inancial results for the quarter ending 29 June, total grocery sales in the same period declined by 0.5%. Total retail sales, which also include sales from the Argos brand and clothing, dropped by 1.2% during the quarter. In its results, Sainsbury’s claimed its Taste the Difference range is helping it outperform in premium products. Despite the increase in Sainsbury’s convenience business, GlobalData retail analyst Thomas Brereton said independent retailers still have a chance to compete. “Although Sainsbury’s is trying to compete – such as recently reducing prices on more than 1,000 own-brand products to save customers 18% on an average basket spend – its more premium image means it will continue to stumble if it tries to overcome its competitors on price.” Retail expert David Gilroy

added: “Sainsbury’s needs to rethink where it sits in the market. You’ve got Tesco surging and discounters such as Aldi

PayPoint One Success

PONTEFRACT retailer Ken Singh is bene�iting from better margins, cash �low and sales after one store of his switched to PayPoint One from a rival provider, and another upgraded from a cash register. He explained: “It’s the onthe-go access and category re-

ports that help. For instance, with bottled water, the reports helped me adjust facings and increase my sales.” The success comes as PayPoint continues to convert the remaining quarter of partnered stores using its yellow terminals to PayPoint One.

and Lidl doing really well. It’s got no point of difference to help it compete. “Convenience growth of

Hard to sell up

STORES with a low turnover looking to sell must show there’s “opportunity” in their site, according to Christie & Co’s head of retail, Steve Rodell. “There is still a market for stores turning over £10,000 a week, but there has to be an

Head of marketing Jessica Salisbury-Fielder 020 7689 3352 Managing director Parin Gohil 020 7689 3375 Management accountant Abigayle Sylvane 020 7689 3383

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

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

opportunity for buyers.” The comments follow a report by the business property experts that showed larger groups are increasingly requiring stores to have sales of £20,000 per week to be considered for acquisition.

Read more at betterRetailing.com/ small-store-potential

Business development executive Kurran Jagpal 020 7689 3363 Sales support executive Michela Marino 020 7689 3382

1.5% isn’t really that great, either, when you compare it with the performance of rivals across the rest of the market.”

Fox to depart Booker

BOOKER Retail boss Steve Fox will continue to be involved with Londis and Budgens retailers in his new role as Motor Fuel Group (MFG) managing director. Fox will join the forecourt operator, which is one of Booker’s biggest partners,

in September after 17 years at the wholesaler. As part of his new role, Fox will sit on MFG’s Londis and Budgens retailer councils. Colm Johnson, who has led Booker’s impulse business, will take over as managing director of Booker Group Retail.

Boris bobby bonus

CONSERVATIVE leader candidate Boris Johnson has pledged to protect rural retailers from ‘soaring crime levels’ if elected prime minister. Johnson promised to put 20,000 additional police of�icers on the street by 2022,

and post them in rural areas which have seen the highest drops in police funding. “More police on our streets mean more people are kept safe,” said Johnson. “Crucially, we need to increase the physical presence of police on our streets.”

@retailexpress facebook.com/betterRetailing

16-29 JULY 2019 betterRetailing.com

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

Convenience takes a stand against retail crime MEGAN HUMPHREY MORE than 20 convenience and grocery businesses and trade bodies have taken a stand against retail crime by signing a letter calling on the government to be tougher on tackling violence faced by shopworkers. The letter, which includes signatures from Costcutter, Spar, Co-op, Iceland Foods, Asda and Musgrave Group asks for tougher sentences, a change to court penalties to prevent reoffending and a full review into the response of

police to incidents. In a bid to strengthen efforts, signatory ACS chief executive James Lowman has urged retailers to continue reporting cases to the police. “We have called for a joined-up approach from the whole justice system to stop repeat offenders, intervene when so called ‘low-level offences’ occur and to deal with reported crime properly every time,” he said. “We urge retailers to continue reporting every incident when it happens.” The letter comes two weeks after the Home Of�ice

closed its call for evidence on violence and abuse in retail. Labour MP and vice-chair of the all-party parliamentary group on retail crime David Hanson welcomed the letter. He told Retail Express: “It has demonstrated with great clarity that the retail industry is facing an unprecedented threat against its employees and how they need legal protection.” However, in a poll carried out by Retail Express's sister publication, RN, out of the 24 retailers asked, 92% said they have no con�idence the

government will take action following the closure of the consultation. Billy Kinder, owner of Today’s Extra in Gloucester Avenue, Northampton, agreed: “It’s never the

What can retailers learn from the multiple’s Q1 financials?

The increase in total sales, excluding fuel

express yourself “The collapse is frustrating for us. We’ve been given numbers for alternative suppliers, but there’s the worry the customers won’t like the taste and they’ll go elsewhere. They also had fewer restrictions as well. For example, suppliers like Costa Coffee required us to sell a certain number of cups each day. We’ve still got some stock from Espresso Essential left and customers don’t buy as many hot drinks in the summer, which means we should be fine temporarily.” Anita Nye, Premier Eldred Drive Stores, Orpington, Kent

Read the full story online at betterRetailing.com/ sainsburys-financials

1,000

+1.6%

The number of ownbrand products with price reductions

400

supermarket sites to see improvements

supermarkets have a self-scan app

the column where you can make your voice heard

GOOD WEEK INDEPENDENTS’ DAY: Retailers across the UK celebrated Independents’ Day on 4 July to promote independent retailers and local stores. Trudy Davies, of Woosnam & Davies in Powys, told Retail Express that Independent’s Day helped remind people how important it is to shop locally. “People don’t realise how much their local shops do for the community,” she said. PARFETTS: Parfetts now has 450 stores operating under its Go Local Extra symbol group, having added 15 retailers since taking over Blakemore’s Middlesbrough depot last year. Parfetts Middlesbrough general manager Joe Kaye said: “Parfetts’ reputation for great value has attracted new customers to our retail club and gained new fascia members.” Read more at betterRetailing. com/news/parfetts-450-stores

BAD WEEK

Sainsbury’s results explained

148

government’s priority.” But, Rajan Patel, owner of Brent Post Of�ice in Dartford, stressed that retailers cannot give up. “We have to keep pushing for the common good,” he said.

PAYPOINT: PayPoint has lost its utilities contract with British Gas to a joint bid from rivals Payzone and Post Office. It expects the loss to reduce net revenue for this year by £1.4m. Owner of Windmill Select & Save in Birmingham Harj Gill told Retail Express: “I was surprised and I think it’s going to affect footfall.” ESPRESSO ESSENTIAL: Espresso Essential’s collapse will cost its independent store partners thousands of pounds, with retailers stuck under lease hire agreements. One shop owner told Retail Express: “I’m stuck paying £200 per month for a machine that isn’t even working properly, and I’ve got more than a year left on my contract.” Read more at betterRetailing.com/news/ espresso-essential-collapse

How will the collapse of Espresso Essential impact your business?

“I had contacted Espresso Essential for spare coffee machine parts, but they were asking for around £650 for a part and a year’s warranty. I had wanted some extra time to think about this because it was quite an expensive price. The company has gone bust, so I don’t know what to do now. I’ve searched the internet for spare parts, but I have not found any which will work with the machine in my shop.” Anonymous retailer

“We’re 18 months into the contract with Espresso Essential and we were promised 10,000 free cups to sell. However, we don’t get this now the company has gone bust and we have to find alternative supplies out of our own pocket. I’ve tried contacting the head office but have been unable to get hold of anyone. I have been contacting my old Espresso Essential rep, who left the company, and he’s offered to help us.” Robert Kirkwood, The Corner Shop, Crossgates, Fife

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

Robert Kirkwood

NEWS

16-29 JULY 2019 betterRetailing.com

Own-label demand debate continues Rons, of Wheatsheaf Advisory, told Retail Express that OPINION is split over the sales data from EPoS provider ongoing popularity of own- The Retail Data Partnership label products after MCA (TRDP) showed an 8% yearInsight and HIM research on-year increase in the numsuggested there had been a ber of transactions containing own-label products. long-term decline. “TRDP has 3,000 symbol and The analysts found there was a 22% drop in customers buy- independent stores and has aning non-branded goods com- alysed 140 million baskets over pared with last year, but retail a 12-month period across all of locations,” he said. consultantEmbassy Jonathan Rons said these 172 x 240 mm.pdf 1 28/05/2019 15:27 “Soft drinks have performed other data did not support this. WILLIAM DODDS

particularly well for own label, with an 11.3% jump in the number of transactions containing own-label soft drinks, and a 16.1% increase in the value of these goods.” The MCA Insight and HIM report found that 18% of baskets now contain own-label products, down from 22% last year, and that 55% of convenience shoppers prefer to purchase branded products. Vince Malone, of Tenby Post

Office in Pembrokeshire, added that his own-label sales depend on the type of customer that comes into the store. He didn’t report a decline in sales. “Our customers are split into two,” he said. “We have the locals who buy own-label products because they like the quality or the taste. With the tourists that don’t know the own-label products, they will go for Heinz or Nescafé as their default choice.”

WAS £11.95 NEW PRICE

£9.35

RRP*

Juul tops IRI list as no.1 vape brand in UK JUUL was ranked as the number-one closed vaping brand in the UK by retail analyst IRI. This follows news that Juul signed deals with Nisa, Costcutter and Bestway to grant more than 10,000 independents access to its products. Nisa and Costcutter retailers can now stock Juul, while Bestway has extended its listings of Juul products. All

stores must promise to use a Challenge 25 policy to stock the lines. Sales director for Juul Labs UK John Patterson said: “Independent and symbol retailers are responsible for almost half of all tobacco sales in the UK, but only around 10% of vape sales, so the commercial opportunity for them is huge.”

BARCODE FESTIVAL RAISES £450,000 C

CMY

INTRODUCE TODAY’S CONSUMERS TO EMBASSY A NEW PRICE FOR THE ORIGINAL NUMBER ONE

BARCODE Festival raised more than £450,000 for industry charity GroceryAid earlier this month. On 4 July, 2,200 grocery industry staff including shop owners gathered in London to enjoy free food, drink and music acts

including Jessie J, Basement Jaxx and Nick Grimshaw. GroceryAid’s chief executive, Steve Barnes, said: “The festival’s purpose is to raise funds for grocery colleagues who need support, and it is a must-attend event in the industry calendar.”

One Stop grants shops single-ordering boost

FOR TOBACCO TRADERS ONLY. *RRP: FOR THE AVOIDANCE OF DOUBT RETAILERS ARE FREE AT ALL TIMES TO DETERMINE THE SELLING PRICE OF THEIR PRODUCTS. NEW RRP ON EMBASSY NUMBER 1 RED AND BRIGHT BLUE ONLY.

ONE STOP provided a boost to retailers by offering single-pick ordering on chilled, fresh and meat products. The first of four weekly releases started this month, with retailers granted greater flexibility when selecting from One Stop’s own-label range. Retailers have greeted the decision warmly, claiming the move will help smaller stores reduce waste and offer greater variety. “We’ve been giving One Stop

feedback about this and it’s fantastic they’ve finally started taking action,” Aman Uppal, of One Stop Mount Nod in Coventry, told Retail Express. Serge Khunkhun, of One Stop Woodcross Convenience Store in Bilston, added: “The move to single pick will be good for retailers like me who have a smaller store. We don’t have to worry about whether we have enough space to hold the stock or wastage, and it will benefit our overall margins.”

Turn up the sales with Fajita Friday! Old El Paso is World Foods’ #1 Mexican brand* £6m ATL campaign from August Impactful new pack design

GEN0078_Old El Paso Ad_RE_AW2.indd 1

08/07/2019 17:06

PRODUCTS

Mr Kipling partners Roald Dahl PRIYANKA JETHWA TO MAINTAIN cake sales throughout the summer, Premier Foods has brought back four limited-edition Mr Kipling Roald Dahlinspired packs. The range features Fantastic Mr Fox’s Apple Mini Batts and James’s Chocolate & Raspberry Ladybird Slices, as well as two favourites from last year’s range – George’s Marvellous Lemon & Raspberry Whirls and The BFG’s Strawbunkles & Cream Fancies. An on-pack promotion will give shoppers the chance to win prizes, including Roald Dahl-inspired holidays, family days out and theatre trips.

Shoppers will be directed to a microsite where they can enter a code to see if they have won, and can also gain access to hints and tips on how to make the most of the school summer holidays. The supplier has also launched a website for retailers, ‘Your grocery partner’, which includes insight and information about shopper trends to help retailers choose what to stock. Steve Kelly, convenience channel director at Premier Foods, said: “We understand that retailers have a hard job of making sure they are carrying the right ranges to best serve

Skittles dips into yoghurty sweets IN THE brand’s biggest launch of this year, Mars Wrigley Confectionery has introduced Skittles Dips, a premium treat featuring original Skittles covered in a yoghurt coating. It follows the launch of Skittles Chewies last year, and taps into the trend for yoghurt-coated snacks, which is predicted to grow by 6.5% between 2017 and 2022. Alyona Fedorchenko, marketing director at Mars Wrigley Confectionery, said: “In keeping with that ethos and following the launch of Skittles Chewies last year, we are disrupting the category even further by launching Skittles Dips. “By tapping into the growing trend for yoghurt-

coated treats, we want to provide more premium options for consumers.”

their shoppers, with more categories and brands than ever competing for the same space in store.”

being met, so in developing our own range of products we have set out to ensure that they not only deliver what our customers want, but stand out,” she added.

PURE Bite, the healthy snack brand, has announced that it will have a central distribution listing at Nisa and Costcutter stores across the UK. The range includes Popped Rice Clusters in Blueberry & Cranberry, Popped Rice Clusters in Strawberry & Gojiberry, Nut Clusters Almond, Nut Clusters Hot & Spicy and Crunchy Coconut Clusters in Strawberry. Jonathan Hastings, pro�it improvement manager at Costcutter, said: “Our healthy snacking range has grown and we are delighted to introduce a new brand.” According to Kantar Worldpanel, 92% of consumers could be encouraged to try a new

type of snack – crisps, savoury snacks or nuts – with a third of people looking for healthier types of snacks all or most of the time.

A protein-packed promo for Boost

Wine Gums drives down sugar content

MONDELEZ’S new £1m campaign for Cadbury focuses on its Boost+ Protein bars range. The Cadbury Boost+ Protein range was launched last summer and is now available in standard and Peanut varieties. Each bar contains 12g of protein, which is four times more protein than a standard Boost bar. Radhika Pai, brand manager for Cadbury Singles at Mondelez, said: “The outdoor campaign will run across convenience stores and shops that stock Boost+ Protein so that Boost is at hand when people are seeking it. “The campaign is also rolling out across social media and digital channels.”

JUMPING on the health trend, Mondelez has introduced a 30%-less-sugar version of Wine Gums, with approximately 19g less sugar per 100g. The reduced-sugar confectionery market was worth £8.7m in 2018, and is growing at 56% year on year. Furthermore, more than a third of consumers are actively cutting down their sugar consumption, making reducing sugar one of the biggest priorities for shoppers. Anna Ulrich, brand manager at Mondelez, said: “Wine Gums are popular with consumers already, so our new less-sugar launch is set to shake up sales for retailers even further.” Point-of-sale material will be available to retailers.

Wrights Food Group A Mediterranean targets vegan market melody of flavours FOUR new savoury products will join Wrights Food Group’s vegan range from this month. The range includes a vegan sausage roll, red Thai slice, Moroccan-style tomato & chickpea pie and a spicy potato & cauli�lower pie. Helen Bowyer, commercial director at Wrights, said research from Mintel shows that 27% of Brits plan to buy vegan food this year, and it expects the trend to further develop over the next two years, with a growing number of millennials in particular opting for vegan food as a lifestyle choice. “However, �indings have also revealed that consumers’ taste expectations are not

Pure Bite expands into convenience

MEDITERRANEAN Olive & Feta �lavour is the latest limited-edition variety to join Kettle Chips’ premium snack range. Designed to complement summer events such as barbecues, picnics and gettogethers, the crisps will be available in 135g sharing bags at an RRP of £1.99. Independent and convenience retailers can place orders through Hider and D&D Snack Foods. The company’s senior brand manager, Kizzy Beckett, said: “Kettle is always looking for new ways to transport consumers with exciting �lavour experiences. Where better to be transported than the Mediterranean?”

A new CBD rum from Dead Man’s Fingers SPICED rum brand Dead Man’s Fingers is tapping into the interest and growth in CBD with a new hemp rum. The fourth addition in the brand’s portfolio is infused with natural hemp and CBD, and has hints of cola, coffee, hops and pine, and, according to the supplier, is best enjoyed mixed as a ‘Hemp and coke’. Dead Man’s Fingers Hemp Rum is available in a 70cl format and has an ABV of 40%, with an RRP of £22. The launch will be supported by a £2m marketing campaign, including outdoor advertising, digital media, partnerships, events and a nationwide sampling campaign. Lucy Cottrell, brand manager for Dead Man’s Fingers

at Halewood Wines & Spirits, said: “Flavoured and spiced is the fastest-growing rum sub-category, driven by younger consumers, yet almost a quarter of rum drinkers are frustrated with the lack of choice in rum, the highest out of all spirits categories. “With this launch, Dead Man’s Fingers will bring fun back to a category that has become stale in recent years.”

16-29 JULY 2019 betterRetailing.com

Haribo’s expansion Enter the Upside Down with Coca-Cola appeals to veggies ry of ‘New Coke’ interwoven into Season 3 of the cult show. The �irst 800 guests to visit the pop-up and �ind the ‘hidden Upside Down world’ will be able to get their hands on a limited-edition, upsidedown Coca-Cola x Stranger Things can.

Inspire shoppers with new soft drinks range

HARIBO is adding new colours and �lavours to its vegetarian Jelly Beans and Funny Mix, and a mini edition for Giant Strawbs. An ice-cream-shaped piece with pineapple and blackcurrant juice has also been added to Funny Mix. Both Jelly Beans and Funny Mix come in £1 pricemarked packs. Claire James, trade marketing manager for Haribo, said: “Vegetarian treats have been an important part of Haribo’s range for many years, so we are really excited to be able to strengthen this range further with exciting �lavours and formats.”

ST CLEMENTS is the new adult soft drinks range by Barr Soft Drinks, available in 500ml premium glass bottles. It comes in Apple & Pear and Raspberry & Blackberry �lavours. Adrian Troy, marketing director at Barr Soft Drinks, said the launch ties in with shoppers’ changing attitudes toward drinking, with one third of under-25s abstaining from drinking alcohol. “Retailers should stock the range in the adult soft drinks �ixture to maximise sales. Stocking both �lavours will boost visibility and help to build incremental sales,” he added.

Trooper beer gets a heroic new look

A lighter Clipper tea bag helps recycling

Pop these Scampi Bites in your freezer

ROBINSONS Brewery and British rock legends Iron Maiden have announced a brand redesign for their golden ale, Trooper Light Brigade, available in a premium bottle. The refreshed design re�lects the taste of the beer and follows charity Help for Heroes’ brand refresh from earlier this year. Sam Kennerley, Trooper brand manager, said: “Since its launch in 2018, Light Brigade has been very well received, including in international markets such as the Americas and Europe, and we are delighted to be maintaining our commitment to the charity Help for Heroes with this further investment in the brand.”

FOLLOWING on from the launch of its plastic-free, unbleached and non-GM tea bag, Clipper has updated the material it uses to be more environmentally friendly. The greener material is made out of paper with a thin heat-seal coating, which means it can be put into home paper recycling and is 33% lighter. Rebecca Vercoe, Clipper brand controller at Wessanen UK, said: “Since we launched our plastic-free, unbleached and non-GM tea bags six months ago, we’ve been determined to keep up the momentum and make our tea even better for the environment. We can’t wait for the new sustainable solution to roll out this year.”

YOUNG’S Seafood is tapping into the growing sharing and snacking trend with the launch of Popcorn Scampi Bites. Inspired by a ‘popcorn’ serving style to resonate with younger families, the newformat scampi and white�ish bites are wrapped in Young’s breadcrumbs, and come in 300g packs. Yvonne Adam, marketing director at Young’s Seafood, said: “We’re seeing growth in snacking and sharing formats across the category, particularly among younger families. Our Popcorn Scampi Bites introduces a new format that is perfect for snacking, sharing and families spending time together.”

COCA-COLA European Partners has paired up with Net�lix series Stranger Things to launch a pop-up arcade in London’s Shoreditch. The pop-up celebrates the launch of the partnership between Coca-Cola and Stranger Things, which will see the sto-

Salted Caramel joins Michelob Ultra the Flipz line-up launches new bottle A SALTED Caramel �lavour is joining Pladis’s Flipz range, available in 90g pouches with a £1.50 RRP. The launch is designed to appeal to younger consumers and families. Sarah Horowitz, director of new ventures at Pladis, said the brand reached sales

worth £12.3m in its �irst year on shelves, with 2.1 million households buying it. “We already know how popular Flipz has been in the UK, and with £500 now spent on snack foods every second, there’s no let-up in the demand for on-the-go and sharing snacks,” she added.

BUDWEISER Brewing has added a new 330ml bottle format for its premium beer, Michelob Ultra. Forty-three per cent of UK beer drinkers only drink bottled beer, as opposed to other formats, such as cans, meaning the new Michelob Ultra bottle will help retailers to tap into this market. Tim Deeks, marketing manager for Michelob Ultra at Budweiser Brewing, said British drinkers are demonstrating a taste for lower-strength brews – beer brewed to between 0.5% and 3.5% ABV. “In the 12 months to July 2018, consumers bought more than 61 million pints of lowalcohol beer, representing 34% growth on the same

period last year. “As a beer that’s responding to the evolving preferences of today’s consumer, we want to provide our customers with a wider choice of pack formats to suit shoppers’ different occasions and needs.”

New York Bakery Co finds some Friends NEW York Bakery Co has announced its �irst headline TV sponsorship deal as part of a new summer campaign. The supplier will sponsor Friends on Comedy Central and Comedy Central Extra for three months, with a new recipe collection inspired by the characters. A total of six TV ads, one per recipe, will bring the line-

up to life at the beginning and end of each Friends episode, and around the advert breaks during episodes. The ads will run alongside social media content created to celebrate the brand’s sponsorship of Friends, including a weekly recipe reveal and a challenge to guess the character inspiration behind it.

PRODUCTS

Focus on core to grow sales PRIYANKA JETHWA THE total savoury snacks market is in 5.1% growth year on year, but retailers must focus on core lines to improve sales, according to PepsiCo. This �igure rises in the impulse channel, with savoury snacks growing at 6.9%. Will Kerr, head of impulse category at PepsiCo, said this is being driven by core lines. “There were 1,860 savoury snacks on the market last year. An average store stocks 64 lines, with 38 of those making up 70% of sales. “Twenty out of the 38 are Walkers, which represents 40% of sales,” he explained.

The supplier said the top 20 includes single packets of Cheese & Onion, Ready Salted, Salt & Vinegar, Prawn Cocktail, Quavers, Squares Salt & Vinegar, Frazzles and Baked Cheese & Onion; as well as sharing formats of Sensations Thai Sweet Chilli, Doritos Flamin’ Hot, Doritos Tangy Cheese, Doritos Cool Ranch, Max Strong Hot Chicken Wings, Quavers, Wotsits, Cheetos Twisted, Monster Munch Pickled Onion, Cheese

Tropical soda rolls out for Fentimans FENTIMANS is adding a Tropical �lavour to its premium soft drinks range, made speci�ically to complement rum. With spicy notes, the supplier says it is best served as a ‘Tropical Sailor’, made with Sailor Jerry rum, Fentimans Tropical Soda and a squeeze of lime.

According to CGA data, the rum category has grown by 37% in the last four years, driven by premium golden and dark rums. The popularity of rum has increased among millennials, with 80% now regularly enjoying the spirit.

Alpen reaches peak with golden promo WEETABIX has hidden 20 golden tickets in selected packs of Alpen for the launch of its ‘Reach your peak’ campaign. The £1m campaign, which includes the on-pack promotion on core Alpen bars and muesli, is designed to increase consumer awareness and drive sales this summer. Through the campaign, consumers will get the chance to win a range of prizes, including £1,000 in cash. The campaign will be supported by in-store PoS, as well as digital activity. Helena Blincow, marketing manager at Alpen, said: “It’s been a big year for Alpen

with our packaging refresh and new products, including the Protein Bars and the Coconut & Chocolate �lavour. “The brand is growing at 2% and we’re hoping to build on this growth and reach our peak, too, with the new campaign.”

& Onion and Ready Salted. These lines, added Kerr, make up 25% of total sales in the savoury snacks category. To make the most of sales, he advised

retailers who are allowed to stock sharing bags near the beer, wines and spirits chiller, while single packets should be sited near the till.

16-29 JULY 2019 betterRetailing.com

KP Snacks launches new McCoy’s flavour KP SNACKS has extended its £1 price-marked range with McCoy’s Thai Sweet Chicken �lavour. Exclusive to convenience and impulse retailers, the new format is available in cases of 16. Matt Collins, KP Snacks’ trading director, said 47% of shoppers prefer a price-marked pack as it reassures them they are getting value for money. “Stocking the right products in the right formats is crucial to retailers wanting to drive sales. “By adding brands and �lavours that are rooted in insight, like McCoy’s Thai Sweet Chicken, we are enabling retailers to maximise food-to-go sales and will continue to see growth in this area.”

Juul expands indie distribution

Say yes to recyclable paper for Nestlé bars

JUUL Labs has con�irmed it has signed deals that will give more independent retailers access to its range of products. Nisa and Costcutter retailers can now sell Juul Starter Kits and JuulPods following an agreement with Nisa, while Bestway has extended listings to another 17 depots, after a trial in an initial 10 ‘test’ depots to ensure adoption and compliance of the supplier’s Challenge 25 policy. John Patterson, sales director at Juul Labs, said: “Independent and symbol retailers are responsible for almost half of all tobacco sales in the UK, but only around 10% of vape sales, so the commercial opportunity for them is huge if they can get their fair share of the category.”

NESTLE’S Yes! snack bars will be wrapped in recyclable paper for the �irst time. Yes! bar wrappers will now carry the message ‘carefully wrapped in paper’ to highlight new packaging made from coated paper that is widely recyclable with other types of paper. Stefano Agostini, chief executive of�icer at Nestlé UK and Ireland, said: “The bar

New gourmet Heinz range hits shelves

Premier Foods’ premium pasta pots

TO TURN up the dial on premium condiments, Kraft Heinz has launched a gourmet Ketchup range in three �lavours. The �lavours include Roasted Garlic & Sundried Tomato, Balsamic Vinegar & Sun Ripened Tomato and Aromatic Herbs & Sun Ripened Tomato. The new �lavours can be used in cooking, as a dip or as a condiment, and are suitable for vegetarians and vegans. Joel Hughes, UK marketing manager for Heinz Tomato Ketchup, said: “At Heinz, we are dedicated to creating the taste of Heinz Tomato Ketchup with quality ingredients

that are balanced to deliver the familiar taste consumers know, but now with a unique twist.”

PREMIER Foods has extended its Loyd Grossman range with the launch of Pasta Italia Pots. The pots are available in three �lavours, including Sundried Tomato & Basil, Sundried Tomato & Chilli and Creamy Chicken Pesto. The range will also be launching in a sachet format to appeal to shoppers looking for a lunch or dinner option at work or at home. Steve Kelly, convenience channel director at Premier Foods, said: “Shoppers trust the premium quality of Loyd Grossman sauces and the Pasta Italia pot format brings relevance to the convenience channel, helping retailers to

represents exactly what more and more people are demanding from manufacturers. Last year, we introduced Yes! as an entirely new brand, offering healthier fruit and nut bars. “Now we’ve turned our attention to the wrapper so that the packaging is sustainable and easy to recycle. It’s an important step as we work to make all of our packaging recyclable or reusable by 2025.”

tap into the on-the go eating trend and provide consumers with a convenient meal.”

KEL0219_Coco Pops White Chocolate Ad_RE_AW1.pdf

01/07/2019

12:27

NEW TO THE

white choc

£3M

MARKETING CAMPAIGN

Pricing is at the sole discretion of the retailer.

RANGE

ON TV

FROM JULY 2019

PRODUCTS

16-29 JULY 2019 betterRetailing.com

M&M’s biggest launch in a decade Sweet treat bakery PRIYANKA JETHWA FOLLOWING the success of M&M’s block in the US and Australia, Mars Wrigley Confectionery is launching four M&M’s blocks in the UK – Chocolate, Crispy, Hazelnut and Peanut. Considered to be M&M’s biggest launch in a decade, the blocks will contain mini M&M’s alongside pieces of peanut, hazelnut or crispy puffs, covered in milk chocolate. Supporting the release, a £1.4m campaign will launch with a British adaption of the brand’s 2018 Super Bowl commercial. Cordelia Linacre, M&M’s senior brand manager, said:

Walkers’ new veg chip on the block WALKERS is launching Oven Baked with Veg crisps to capitalise on the growing savoury snacks category. The range is available in two �lavours: Beetroot & Sweet Chilli and Sweet Potato & Paprika, across single-serve (35g),

launch for Aryzta

“We’re excited to be launching M&M’s block into the UK market this year. We know that block is the biggest segment in chocolate – however, block currently under-indexes in under-35s, while M&M’s overindexes in this demographic.” The supplier is also launching a new �lavour, M&M’s Salted Caramel, available in three different sizes – pouch, treat bag and singles. M&M’s Salted Caramel aims to tap into the bitesize category, the fastest-growing segment in chocolate. Linacre added: “Salted caramel is a major trend across snacking categories and the fastest-growing consumer �lavour, growing by 32% year on year.”

multipack (6 x 23g) and sharing bags (140g). The launch will be backed with TV advertising, alongside the rest of the Oven Baked range in a new ad featuring the Spice Girls, who recently partnered with Walkers Cheese & Onion.

AN almond-�illed croissant, a chocolate-�illed croissant and a Caramel Heaven slice will be joining Aryzta Food Solutions’ bakery range. With research showing that 42% of shoppers buy due to temptation – higher than the convenience average of 14% for stores without an in-store bakery – the supplier’s new products aim to create additional opportunities to attract shoppers and drive sales of impulse and take-home products. Paul Maxwell, marketing manager at Aryzta, said: “With 52% of shoppers choosing taste over health bene�its when snacking on the go, our new products enable retailers to boost appeal among shoppers looking

for breakfast on the go or an afternoon snack.”

Brindisa targets cooks Irn-Bru Energy for with seafood launch Scottish retailers FOR both home cooks and professionals, Brindisa is expanding its seafood range with Nortindal Cuttle�ish Ink. Available in single 4g sachets and 500ml jars, the ink is used in Basque cuisine, and Cuttle�ish Ink is used in recipes such as Arròs Negre, a dry black rice dish typical of Alicante.

Monika Linton, chairman and product director at Brindisa, said: “We pride ourselves on our premium range of Spanish seafood, so we’re excited to be able to extend that range while offering outlets across the country an authentic Spanish ingredient.”

EXCLUSIVELY available to Scottish retailers, Barr Soft Drinks has unveiled Irn-Bru Energy in its biggest brand launch of 2019. The drink will combine Irn-Bru with taurine, caffeine and B vitamins, and will be available in sugar and nosugar varieties. The launch will be supported by a campaign, including digital and social media activity. Jonathan Kemp, commercial director at Barr Soft Drinks, said: “Energy is an exciting and fast-growing part of the soft drinks market, delivering the highest pro�it per litre for retailers, with more than four in 10 soft drinks sold in Scottish convenience stores being an energy drink.”

UK’s first vitaminHow you can raise a Spar’s sweet tooth fortified HPP smoothie hell of a lot of energy drives 3% sales growth COLDPRESS, the smoothie company, has launched two new smoothies to its range: Mend & Defend and Survive & Thrive. The smoothies are designed to re�lect the growing trend for food and drinks with added health bene�its, and are available with an RRP of £3.20 (750ml). Andrew Gibb, managing director at Coldpress, said: “Over the coming months we’ll be making a signi�icant foray into the independent sector. We will also offer a ‘taste guarantee’, which entitles consumers to ask for their money back if they believe we’ve fallen short of our fresh taste promise.”

ENERGY drink supplier Hell Energy has launched a new line aimed at the leisure and �itness market – Hell Active. The new product contains BCAAs – in-demand workout supplements. UK manager of Hell Energy Michael Edward said: “Within two days, we’ve got through four pallets. Our usual apple and red grape lines are 50p price-marked, but we’ve left Hell Active unprice-marked. That’s because the added vitamins and health focus means there’s an opportunity to put a premium price on it.” The RRP is 79p, but Edwards said the line is selling well in stores charging £1. “We’re happy retailers are making that bit extra,” he said.

Retailers can stock the line directly from the team’s van sales team or through selected independent wholesalers.

SPAR is expanding its ownlabel confectionery range with six new products for adults and children. These include Lemon Sherbets, Butter Mintoes and Fun Mix for adults (all pricemarked at £1), and Ice Cream Cones, Myles the Meerkat Jellies and Sour Snakes for kids (all price-marked at three for £1). The symbol group has bene�itted from a 3% rise in sugar confectionery sales, with sharing bags and vintage sweets in particular supporting this growth. Bhavika Thakrar, senior brand manager at Spar, said: “The range will help retailers make the most of the trend for sharing bags and pouches,

which are rising in popularity as shoppers become more conscious of portion sizes. “Vintage sweet variations, like Lemon Sherbets and Butter Mintoes, are also all on the rise, with a recent survey �inding that classic lines dominate Britain’s top 20 favourite sweets.”

#LSS19

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

Learning partners

9 OCTOBER Royal Institute of British Architects, London

DON’T MISS THE 26 JULY ISSUE OF RN

OPINION

16-29 JULY 2019 betterRetailing.com

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

RURAL SHOPS: How is the

government supporting rural retailers?

“IN their response to the Rural Affairs Committee’s report, the government has recognised the challenges that rural communities and businesses face, and their plan to reform and rethink the rural proo�ing process will help to ensure that policy decisions consider the needs of the people living and working in these areas.”

“THE Committee is right to point out some of the challenges facing those living and working in rural areas. Poor digital connectivity, whether �ixed broadband or mobile, is a constraint on businesses and also affects the wider community. The government recognises these challenges and is taking action to address them.”

James Lowman, chief executive, ACS

John Gardiner, MP

The government recognises these challenges and is taking action to address them

RN’s must-stock products to boost your cakes and biscuits range

PLUS The biggest trends you need to know about in the energy drinks market

THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LEA DING Winning TITLE

TITLE DING THE LEA

WS FOR NE

RS RETAILE IENCE NVEN AND CO

at waste

How Pinkie Farm keeps its food to go efficient STORE TOUR Page 20

more Makem gin helping fro products ey

RETAIL NEWS THAT MATTERS

L NEWS

THAT

MATTE

SP RE ECIA PO L RT

RETAI

● bette

RETAI

IN VE R ST N IG AT IO N

rReta

What a promotions rice- ban means Are pd packsfor your store e r

iling.

com

● 21.06

.2019

mark for you good siness? bu

40% of your bestsellers

CRIME

p Nisa, Co-obosses Waitroseimpact on outline Page 4 » retailers

LS & WHOLE

LEGISLATION

STORE

19 18:08

18/06/20

● bette

rReta

iling.

com

Su m sporm t sucerceof ss

How to to ge use the Rug t sale s off to by World FEATUR Cup a good E Page 22 » start

● 05.07 .2019

TOUR

How Kirti built up Patel has range his store’s and business boosted Page

WHOLESALE

MUP Getti vegg ng booze veganie and boost right Alcohol sales thrive a year

APERS NEWSP

SALE

oupp more p1 Cover.indd Grou ly to suppoutside stores e Page 5 » its estat

MATTE

How sho ck ma partne jor contrac t switch red sto res on wil both sid l affect Page 5» es

HMRC’s clampdown Fanta cial Finan showson illicit threat Times se Coca-Cola legal Indies dies face less s saw competition from promi aims warning for t illegal alcohol and ABC figure Nisa aller stores selling US Latest the broadshee 3» products Page25 h on tobacco sellers Page 4 » £2.50 No for sms sales of 1.2% mont USE ONLY Vol 130 rise by Page 6 » FOR TRADE shopmakes play month

SYMBO

told Gov’t us on to foc crime store and ex-

RETAIL

THAT

Payzo n vs Pa e and PO yPoin t

● Government plans to target

Page 10

L NEWS

E SIV CLU EX

● Experts explain how to prepare

y, Bestwa red by roscope Ps offe mic the PM under the a SUPPLIERS We put and Nis Page 3 » Imported Booker

AND CO NVEN IENCE RETAILE RS

● betterRetailing.com ● 28.06.2019

ds and more mon The trenes makeE Page 24 » indi FEATUR

FOR NE WS

Cover.in

dd 1

on from price rises Page 5 »

REGUL

ATION

Supp crack ly planndown ed

Governme grocery nt tighten regulator to controls wholesale on rs Page

25/06/2019 18:19

SYMBO

Vol 130 No 27 FOR TRADE £2.50 USE ONLY 27

One singleStop reveal pick ed New

deliv cuts wast ery optio n impro e and ves franchiseemargins s Page for

dd 1

02/07/20

p1 Cover.in

19 17:36

The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 7689 3394 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

RETAIL CRIME: What support is the government offering? “SAJID Javid asked that we continue to work with the Home Of�ice Minister to ensure this issue is addressed by providing evidence and sharing suggestions as to how the government can help. He brought up the subject of low-value shop theft, adding this should be given greater priority by the police.”

Retail workers deserve the protection of the law

“EVIDENCE from employers, police and shop workers shows that violence, threats and abuse against retail staff is a persistent and increasing problem. Retail staff have a crucial role in our communities and that role must be valued and respected – they deserve the protection of the law.” Paddy Lillis, general secretary, USDAW

Mike Mitchelson, immediate past president, NFRN

SAINSBURY’S: How did convenience perform in its latest results? “OUR convenience channel continued to grow in the quarter by 1.5%. We continue to adapt our business to changing shopping habits and made good progress in a challenging market. Our premium Taste the Difference ranges are growing market share and we continue to improve customer service.”

“ALTHOUGH Sainsbury’s is trying to compete – such as recently reducing prices on over 1,000 own-brand products to save customers 18% on an average basket spend – its more premium image means it will continue to stumble if it tries to overcome its competitors on price.”

Mike Coupe, chief executive, Sainsbury’s

Thomas Brereton, retail analyst, GlobalData

Our convenience channel continued to grow in the quarter by 1.5%

HIGH STREET: Will stores benefit from the new government task force?

We want to see vibrant town centres where people shop

“WE want to see vibrant town centres where people shop, use services and spend their leisure time. High streets must meet the needs of their local community. This is why we are providing additional support through a High Streets Task Force, drawing on the best expert advice and data that’s available.” Jake Berry, high streets minister

“WE are looking forward to working with our partners through the High Streets Task Force. With support from the government and professionals across the country, we have a fantastic opportunity to develop places that are valued by the local communities they serve.” Cathy Parker, co-chair, Institute of Place Management

Weâ&#x20AC;&#x2122;ve had a refit

Faster access, 24/7 Refreshed membership packages Recommended content based on your preferences New tools and downloads Plus all the exclusive news and insight crucial to making better-informed business decisions, better stocking and pricing comparisons, and better relationships with your shoppers â&#x20AC;&#x201D; and suppliers Harness the power of

to improve your bottom line.

LETTERS

16-29 JULY 2019 betterRetailing.com

Lifestyle Express

Vue bay Belle Convenience, bashir Middlesbrough

Letters may be edited

Rewarding your staff and keeping them motivated is vital to making sure your store is a success

‘It’s no surprise the company has gone into liquidation’ I READ recently on betterRetailing.com about the demise of this coffee supplier and how it had hit the stores that had worked with it. Espresso Essential used to go into Booker cash and carries to pick up customers for their coffee machines. They approached me and I read through their contract and realised they were getting retailers to sign up to long contracts that were three-to-�ive years. I was told by another retailer that even at the end of the

contract the machine didn’t belong to the retailer and they were told they’d have to ship it back. I spoke to Booker to tell them it was happening and also reported Espresso Essential to the Of�ice of Fair Trading and Financial Conduct Authority. They were blocked from going into cash and carries at Booker, Bestway and Dhamecha. It’s not a surprise to me that the company has gone into liquidation. I call it karma. They stitched a lot of people up.

Retailers have to be careful what they’re signing up to. Anonymous Espresso Essential failed to respond when approached for comment

Tweet us to get featured!

TWEETS OF

THE WEEK

WIN £50-worth of stock from Bundaberg

DRIVE your summer sales with Bundaberg, the unique range of Australian craft-brewed, premium non-alcoholic beverages, in iconic glass ‘stubby’ bottles. Five retailers will each win £50-worth of Bundaberg Ginger Beer for their store, plus a barbecue hamper complete with apron, barbecue tools and rubs.

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.

@retailexpress

Yesterday was #UKIndieDay and we were celebrating our #indie retail partners up and down the UK.We had a great day with new partners at #HQ with some interesting thoughts and ideas shared. @NisaRetail

ALTHOUGH I’m a very hands-on retailer, I know the most important people working in my stores are my staff. As far as our customers are concerned, our employees are the face of the business. That means they decide what the shoppers think about the store. As every retailer knows, a good Each issue, one of seven top reputation takes a retailers shares advice to long time to build make your store magnificent up, but you can lose it overnight. It’s important to make sure your staff are happy and enthusiastic about their jobs. One of my biggest faults is that I don’t give enough praise. This is something I’m working on improving because, as a retailer, you always need to have your eyes and ears open for ways you can do better. It’s very easy to fall into the trap where your staff are doing a good job, so you just expect them to carry on. But you should never underestimate how far a thank you, a well done, or any praise, can go. It can really motivate people to keep working hard. Recently, I started a reward scheme, giving some gift vouchers to one of my best members of staff. It seems to have motivated the whole team. One thing it’s important to do is listen to your staff’s ideas. I know from my own experience that there are certain things they’ll know more about than I do because they have to deal with them on a daily basis. You need to give your supervisors and store managers the chance to share their thoughts. You can get some great suggestions that way. Even if you decide not to take up one of their ideas, it’s important that you explain to them why. Of course, disagreements will happen sometimes, but you always have to treat your staff with respect. Talk about the issues like adults and come up with a solution. If you’ve got an upset employee behind the till, they’re not going to portray you in the best light.

Great couple of days in Belfast looking at fabulous stores with a great group of retailers and suppliers, followed by a really productive independents board meeting. Thanks, everyone! @JMLowman We’re so proud to share that we’ve raised a HUGE £450,000.We couldn’t have done this without you – thank you so much for joining us. See you at Barcode 2020! #BarcodeFestival #GreatCause @BarcodeFestival

Get in touch

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

CATEGORY ADVICE CRISPS & SNACKS

CRUNCHING BIGGER SALES A key footfall driver, crisps and snacks are an exciting market, with lots of new product developments taking place in healthier and premium options. TAMARA BIRCH looks at how retailers can get the most out of the category

IMPULSE SALES CRISPS and snacks are a top category for boosting footfall and encouraging additional spend. Retailers have multiple opportunities to increase sales for the category by stocking a core range to cater for consumer needs. A good start is to make sure promotional material is in highly visible locations. According to KP Snacks, 71% of impulse occasions relating to alcohol include the purchase of at least one snack

product. Retailers can drive sales by implementing more than one location for bestsellers in high-footfall areas. A customerâ&#x20AC;&#x2122;s shopping experience should be as simple as possible, so retailers should ensure they stock a wide and varied range. Stock crisps and snacks near the till or by confectionery. Retailers should also make the most of seasonal events by creating end-of-aisle displays and using promotional signs

to direct shoppers to related purchases, such as soft drinks. Shopper habits have changed, with customers visiting convenience stores more often and only visiting the supermarket for their main shopping trips. Most customers will visit a convenience store up to three times a week. Retailers can drive sales by displaying their products effectively, stocking products to meet demand and tapping into the latest trends.

16-29 JULY 2019 betterRetailing.com

WALKERS SELLS OVER DOUBLE 1 ITS NEAREST COMPETITOR

Unlock your snacking sales with Walkers by focussing on the right range and best sellers. For more information visit www.countsformore.co.uk

THE NATIONâ&#x20AC;&#x2122;S FAVOURITE CRISP BRAND2

1 The total RSV for Walkers Crisps vs nearest competitor (Nielsen Scantrack, value sales MAT WE 09.09.18) 2 Based on Total UK Sales data. Walkers were the best-selling crisps brand as recorded by Nielsen (52 Weeks date to 15.06.19) excluding ROI

Retail_EXPRESS_Walkers_Hero20_FINAL.indd 1

05/07/2019 15:47

CATEGORY ADVICE CRISPS & SNACKS

16-29 JULY 2019 betterRetailing.com

the stat

45%

of purchases are made in under 60 seconds

RETAILER

TIPS

TOP TIPS

Riki Mhatre, Today’s News, Newcastle upon Tyne

FOOD TO GO

Muststock products

Hula Hoops BBQ Beef Big Hoops 87.4g AS CONSUMER lifestyles continue to adapt, shoppers have less time to dedicate to cooking and are looking for convenient ways to eat, meaning food to go is on the rise. Jon Wood, Calbee UK’s commercial director, says meals have become snack-orientated. “Retailers can take simple steps in order to cash in on the rise in on-the-go consumption, such as positioning crisps near the till, which can entice customers to purchase more while they’re in the store stocking up on other categories,” he adds.

Stock a large range “Crisps and snacks is my biggest category, and has experienced the largest growth. I stock more than 60 lines for this category, and we are the top store in our region that sells Walkers. We have a bigger range than most supermarkets, and only stock sharing bags and the bags customers can buy with our meal deal. Crisps and snacks generate a healthy margin for us, and communicating with our customers has been vital.”

Doritos Chilli Heatwave Tortillas 80g

Carole Birnie, Corfe Castle Stores, Dorset

Doritos Tangy Cheese Tortillas 80g To find out the top 25 crisps & snacks lines in independent and symbol stores, go to betterRetailing.com/tools-and-insights/what-to-stock

Know your market “We stock a large range of crisps, including vegan and vegetarian options. We’ve noticed a rise in healthy trends, so we did some research and catered for locals and tourists. Trade is different for us in the summer as we have more tourists, and crisps are often bought as link purchases when our customers go sightseeing. Supplying what our customers need at competitive prices has increased our basket spend and keeps customers returning.”

Sue Nithyanandan, Costcutter Epsom, Epsom, Surrey

Be ruthless “We stopped stocking small bags of crisps, because sharing bags generate a healthier margin for us and reduce wastage. Sharing bags are almost always bought on impulse, so stocking a large range is vital. We are also focusing on protein bars and nuts because our customers are becoming more healthconscious and are requesting healthier alternatives. Being ruthless with product delisting has helped decrease our wastage and allowed us to expand our range based on customer recommendations.”

KEL0220_Merlin Pringles 70g Ad_RE_AW1.pdf

01/07/2019

11:38

NEW GRAB CAN

FREE

OFFER

CATEGORY ADVICE CRISPS & SNACKS

16-29 JULY 2019 betterRetailing.com

SUPPLIER

VIEW

Matt Collins, sales director for convenience, wholesale, discounters and foodservice at KP Snacks, gives his three top tips for success with crisps and snacks

Stock a range hard to beat by your competitors Stock a core range that covers the top-selling lines that will deliver category growth – 60% of sales go through the top 50 bestsellers.

Make your fixture easy to shop

Linking similar products together, such as ridged crisps, will make it easier for your shoppers to find what they need – 45% of purchases are made in under 60 seconds.

Drive impulsive purchases in store Thirty-eight per cent of shoppers buy something from a secondary siting. Make use of impactful branded displays and PoS, such as stackers and dump bins, to drive basket spend. Use PMPs and promotional offers to create value and gain customers’ trust, using brand strength to heighten appeal.

SUPPLIER

VIEW

Will Kerr, head of impulse category, PepsiCo “OUR research has found that retailers are continuing to struggle to achieve the right mix of products to drive sales. To address this uncertainty, focus on a core range of bestsellers that is right for your store to help boost sales. We challenge norms and delve deeper than ever into the savoury snacks category. We hope this ongoing research demonstrates the changes to the impulse category.”

big night in To drive shopper spend, consider running events throughout the year, like for big nights in Link products Blocking products together is one way retailers can drive sales. Stock a range of crisps and snacks near drinks to encourage additional purchases. Promote the event Use signage and promotional posters to entice customers into your store, and make it the ultimate destination. Trade-up Stock sharing bags, such as Butterkist Popcorn, to maximise sales. Place them near confectionery sharing bags to drive trade-up purchases.

CATEGORY ADVICE RUGBY WORLD CUP

16-29 JULY 2019 betterRetailing.com

WORLD CLASS OPPORTUNITY With just a couple of months until the Rugby World Cup, DARYL WORTHINGTON looks at how retailers can start preparing

the stat

15,000,000 watched the 2003 Rugby World Cup Final

SALES CONVERSIONS SUMMER sports events provide huge opportunities for independent retailers to boost sales, and the 2019 Rugby World Cup will be no different, especially with all four home nations – England, Ireland, Scotland and Wales – involved. With the tournament taking place in Japan, the games will be happening in the morning and early afternoon UK time. Nevertheless, weekend fixtures involving the home nations, such as England v Argentina on Saturday 5 October, will be a great time for shoppers to make an occasion of watching the game at home with friends and family. Retailers can capitalise by running promotions connected to big nights

in, such as sharing bags of confectionery and snacks, and soft drinks. Interest in Rugby will rocket if one of the home nations does well. Fifteen million people tuned in to watch England win the World Cup final in 2003, and that was in Australia, which has a similar time zone to Japan. With the tournament kicking off on 20 September, there’s still plenty of time to prepare in store.

SUPPLIER

VIEW

DRINKS OPPORTUNITIES

New ranges and flavours

Toby Lancaster, category and shopper marketing director, Heineken “WITH the Rugby World Cup hosted in Japan, the majority of matches will take place early in the day in the UK, when an alcoholic drink may not be appropriate. As such, the Rugby World Cup presents a strong opportunity for unlocking value in the no- and low-alcohol category, with customers wanting a great-tasting beer to feel part of the occasion, but without the alcohol. “With this in mind, retailers should ensure they introduce a core no- and low-alcohol range so they don’t miss out on one of the fastest-growing segments in the market. “Retailers should also ensure that the World Cup is promoted in store, to remind customers of the key moments they should purchase for. Using creative PoS and having clear signs directing customers to the beer and cider fixture means independents will not lose out to competitors.”

KICK-OFF YOUR SALES

WITH PROMOTIONAL PREMIER LEAGUE PACKS

70%

OF PREMIER LEAGUE VIEWERS DRINK SOFT DRINKS*

GIVE YOUR CUSTOMERS A CHANCE TO

To find out more visit www.cokecustomerhub.co.uk or call Customer Hub

& HELP CHANGE LIVES THROUGH FOOTBALL

on 0808 1 000 000

Â©2019 The Coca-Cola Company. Coca-Cola Zero Sugar, Dr Pepper, Fanta, Oasis and Sprite are registered trademarks of The Coca-Cola Company. All rights reserved. *BARB Additional Panel Classifications (Season 16/17, based on 3 minute consecutive reach)

COC1109_PL_SUMMER_Ad_RE_CONVENIENCE_AW1.indd 1

28/06/2019 10:39

CATEGORY ADVICE RUGBY WORLD CUP

16-29 JULY 2019 betterRetailing.com

The dates and games to look out for in the 2019 Rugby World Cup. All times are for the UK.

TACKLING PROMOTIONS RETAILERS and suppliers alike report that major sporting events, from football to motor racing, can lead to sales boosts. However, it’s important to have a strategy to make the most of these opportunities. Retailers take a range of different approaches, including in-store theatre, stocking the special promotions offered by symbol groups and suppliers,

and siting popular ranges to encourage link purchases. “Creating a display with packs of beer and rugby balls can make a hell of a difference for events like this,” says Kam Singh Nijjar, from Spar Meriden, Coventry, who is already preparing for the Rugby World Cup. “Theatre really works.” Nijjar is also looking at meal options to encourage basket spend. “We’re focusing on

KEY WORLD CUP FIXTURES Friday 20 September 11.45am Opening game between Japan v Russia

meals for tonight and chilled in store this year, and stock curries and sausages – all locally made produce. “These can add to the snacks and alcohol in a basket for big events,” he adds. Even if the size of your store restricts the amount of promotions you can do, there are still ways to encourage sales around the time of the Rugby World Cup.

“When big sporting events come along, it’s about making sure we’re stocking the promotions our symbol group puts on,” says Chaz Chahal, from The Forge Shop Simply Fresh in Inkberrow, Worcestershire. “Every customer wants to come in store and be inspired, so we also make sure we stock big new products such as Walkers MixUps.”

Sunday 22 September 8.45am Ireland v Scotland Sunday 22 September 11.15am England v Tonga Monday 23 September 11.15am Wales v Georgia Thursday 26 September 11.45am England v USA Saturday 28 September 8.15am Japan v Ireland Sunday 29 September 8.45am Australia v Wales Monday 30 September 11.15am Scotland v Samoa Thursday 3 October 11.15am Ireland v Russia Saturday 5 October 9.00am England v Argentina Wednesday 9 October 10.45am Wales v Fiji Saturday 12 October 8.15am Scotland v Russia Saturday 12 October 9.15am England v France Saturday 12 October 11.45am Ireland v Samoa

RETAILER

VIEW

top tips

HOME ADVANTAGE

New ranges and flavours

Check the fixture list With all of the home nations involved in the World Cup, make sure you know when the teams your customers care about are playing.

Sunday 13 October 9.15am Wales v Uruguay Sunday 13 October 11.45am Japan v Scotland Saturday 19 October 8.45am First quarter-final

Dennis Williams, Broadway Convenience Store, Edinburgh

“ANY event like the Rugby World Cup is an opportunity for retailers. We prepare by working with our suppliers, especially beer and snack companies like Budweiser, Walkers and KP, as sporting events are popular times for those categories. We work with them to create displays to promote in store, and to get things to post on Facebook. Facebook is a great platform to let people know about your special promotions. “A lot of people watch rugby, and we should definitely get some kickback on the fact that all of the home nations are playing. You need to keep an eye on the fixtures and plan around them. If Scotland are playing, for example, we’ll put something on promotion two or three days before the game. “The time-zone differences could actually be a benefit for independent retailers and convenience stores. With games so early in the day, shoppers might be looking more at takehome food and drink options instead of going to a pub.”

Work with your suppliers Find out what PoS materials your suppliers are offering.

Sunday 20 October 8.15am Third quarter-final

Remember the time difference All the games are in the morning (UK time), so stock no- and low-alcohol options.

Sunday 20 October 11.15am Fourth quarter-final

Use in-store theatre Use rugby balls and other decorations to remind your customers the tournament is on.

Promote through social media Go online to tell your customers what’s going on at your store.

Saturday 19 October 11.15am Second quarter-final

Saturday 26 October 9.00am First semi-final Sunday 27 October 9.00am Second semi-final Saturday 2 November 9.00am Final

CATEGORY ADVICE FIVE KEY IN-STORE SERVICES

GIVING MORE FOR YOUR COMMUNITY With convenience stores becoming increasingly important as community hubs, TOM GOCKELEN-KOZLOWSKI spoke to retailers to look at five key in-store services you can offer

CHANGING TIMES THE high street is changing and, with it, convenience. When former Iceland boss Bill Grimsey released the Grimsey Review 2 last year, it boldly stated that it was time for the government and the industry to “accept that there is already too much retail space in the UK”. Instead, the review argued, this retail space needed to be turned into community hubs, including housing, health and leisure, entertainment, education, arts and office space. While convenience stores have been community hubs

for decades already, the point the review highlighted mirrors a trend for local shops. As pubs, banks, post offices and other amenities have closed or moved away from communities, retailers have been building these services into their own offers. The Post Office has even built its future plans around this with Post Office Local branches moving into shops alongside churches and some remaining pubs. A spokesperson for the company says: “The modern post office is compact, open-

plan and designed to work in convenience stores.” It appears to be a ‘win-win’ situation. While the company says 93% of shoppers are more likely to visit a store with a post office, HIM research shows that a third of post office customers will buy three or more items during their visit. But this is just one example. Across the country, retailers are using different in-store services to grow profits, increase footfall or simply offer better support for their community.

16-29 JULY 2019 betterRetailing.com

IN-STORE SERVICE #1

PAYPOINT

Meten Lakhani, St Mary’s Supermarket, Southampton

IN-STORE SERVICE #2

• Elderly customers use PayPoint to pay bills, and rely on us for that. We’re on a road into town, so we also get a lot of passing customers as well, and I would say that more than 50% of PayPoint customers will buy something else. We use ‘Mega Deals’ alongside it to attract extra sales.

Joey Duhra, Jule’s Convenience Store, Telford, Shropshire

• We recently integrated the service into the rest of our card payment system with the help of The Retail Data Partnership. It costs £85 per month, which is a little more than we were paying, but now we’re used to it, it’s so much easier and we use a PayPoint cash machine to deposit our cash, too – it’s brilliant.

• We’ve had Camelot in store for seven years now and, year on year, it’s getting better. In terms of turnover for the business, it can take £3,000 per month. It attracts a mixture of regular clientele and passers-by, but it does help turn customers into regulars and brings them back to collect their winnings.

• We’ve had PayPoint for more than 20 years and we now take as much as £15,000 per week during winter. On the downside, when we first had it, we were taking less, but would make £250 per week. Now we make £85 per week.

IN-STORE SERVICE #3

• Scratchcards outsell the Lottery by four to one in our store. When EuroMillions started, it was our biggest seller for a time, but it’s faded away. People now really like Set for Life, which is only £1.50 and gives winners £10,000 every month for 30 years.

PRESCRIPTION PICK-UP

• The National Lottery has been going since 1994, and the margin has remained at 5% for retailers despite increases in inflation and to staff wages. I wouldn’t ask for a lot, but retailers have helped them have 25 years of success and an extra 1% margin would be a great gesture.

Joe Williams, Nisa Hook Norton Village Shop, Oxfordshire • We were approached by our local doctors’ surgery about handling prescriptions. We have about 15 customers who have a regular prescription – they ring up their doctor to order them and can then pick up from us. It saves them a journey all the way to Chipping Norton, five miles away. • We actually offer quite a lot of other things. We also offer post office services, dry cleaning services and even act as a box office for local events such as a local music festival, Music at the Crossroads, and performances by our amateur dramatic society.

NATIONAL LOTTERY

YOUR CHANCE TO MULTIPLY YOUR SALES

• When it comes to our prescriptions service or being a box office, it’s not something we get paid for, but it shows that we are a hub in our community and it often brings in customers who wouldn’t usually visit. We get a boost in sales of foods such as picnic foods, too.

TOP SALES TIPS: l Keep your dispenser fully stocked as per your planogram l Ensure the £250,000 MULTIPLIER game is on sale l Display your POS on arrival from 22nd July Rules & Procedures apply. Players must be 16+. Scratchcard Game Procedures are available at national-lottery.co.uk/scratchcards

CATEGORY ADVICE FIVE KEY IN-STORE SERVICES

IN-STORE SERVICE #4

16-29 JULY 2019 betterRetailing.com

POST OFFICE

the stat

93%

Kate Clark, Sean’s News, Upton-upon-Severn, Worcs

of shoppers are more likely to visit a store with a post office

• Our local post office was closing down and they were looking for a new site. They approached us three times, but I wasn’t sure it would work for us. In the end, I realised if it wasn’t us, then nobody would host it and our elderly customers would be left stranded. • The Post Office has completely changed. We’re a Post Office Local Plus, which means we offer everything apart from passport replacements. Our banking is really popular and businesses have switched their accounts so they can use us to deposit cash (up to £2,000 a time). • We would have liked more support after we started, and we floundered at the beginning. Employing a former member of staff from a post office branch was the best thing I’ve done and now it works very well. I think they need area managers to help new branches when they start out.

IN-STORE SERVICE #5

LAUNDRY

Martin Mulligan, Mulligans Service Station & Grocery, Athlone, Co. Westmeath

O T D E T T I COMM

• We offer a laundry service and have washing machines and driers available in our car park. They were installed with a profit-share agreement from the supplier and you can hear them being used 24/7. It fits in really well with our forecourt offer and is another reason for shoppers to visit us.

OUR RETAILERS SINCE 1977

“I chose Nisa and have stayed with them because of the wide range of chilled and ambient products available just a click away, with the best prices in the market and great promotions for our customers. I’m so glad to be a part of Nisa as availability of stock is great with great delivery services.

I joined Nisa as an independent retailer many years ago, then I moved my store under the Nisa brand fascia in 2016, when we rebuilt the whole new building and we designed our store with Nisa’s outstanding designing and merchandising team. Recently we’ve also had a great chance to try Co-op’s best-selling own-label range which has increased my shopping basket.”

• We get a 20% profit from the laundry service, but customers can wait for up to an hour for their clothes to be washed and dried, so they will often come in store and have a Costa Coffee and a sandwich. It definitely helps the rest of the business. • We also offer a photocopying service – we own the machine and can make 80%-plus profit – and we have a coin-counting machine and an ATM. Other businesses in our area offer some of the same services, but none offer as many all in the same place.

I’m looking forward to what’s to come in the future with Nisa. Mahmood Saleem, Nisa Local, Ardeer Services, Stevenston, Scotland

Join the family... visit www.join-nisa.co.uk 14647_NISA_TradePress_Mahmood_Saleem_2018_172x240mm_AW02.indd 1

05/12/2018 09:30

CLASSIFIED

NFRN

“NFRN Retail Standards can help you implement or maintain “NFRN Retail Standards caneffective help procedures to support and achieve you implement or maintain effective successful business growth.” procedures to support and achieve successful growth.” Our library ofbusiness Training Modules, Fact Sheets, Risklibrary Assessments andModules, Checklists is invaluable Our of Training Fact Sheets, and available free to members. Risk Assessments and Checklists is invaluable and available free to members.

But, we do so much more... But, we do so much more...

CCTV

Join us now by calling 0800 121 6376

www.nfrnonline.com

Join us now by calling 0800 121 6376

www.nfrnonline.com

GLASS GLASS DOORS DOORS AVAILABLE AVAILABLE 16-29 BE JULY 2019 AND AND CAN CAN BE FITTED FITTED TO TO betterRetailing.com 31 YOUR YOUR EXISTING EXISTING CABINETS CABINETS

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

Quote ‘Retail Express’ when enquiring

Advertise with us

OSAKA OSAKA22

Refrigeration

H. H.2030mm 2030mm L. L.3750mm 3750mm D. D.767mm 767mm(shelf (shelfdepth depth450mm) 450mm)

THORNBURY REFRIGERATION LTD

The success of initial ads helped us attract five new customers which then prompted further bookings

OSAKA GLASS DOORS AVAILABLE GLASS DOORS AVAILABLE AND CAN BE FITTED TO AND CAN BE FITTED TO YOUR EXISTING CABINETS

YOUR EXISTING CABINETS

Sophie Parker, Allied Drinks

anama axi & P t Avon M dairy cabine Remote

OSAKA 2 H. 2030mm L. 3750mm D. 767mm (shelf depth 450mm)

Contact Matthew Oliver to find out more adteam@newtrade.co.uk 020 7689 3367

OSAKA 2 H. 2030mm L. 3750mm D. 767mm (shelf depth 450mm)

01376 512974

www.thornbury-refrigeration.co.uk thornburyref@aol.com

Licensing

Stocktaking Professional stocktaking services

ALCOHOL LICENSING

Premises licence applications to sell alcohol Personal license applications REGISTER FOR SELLING TOBACCO UNDER TRACK AND TRACE REGULATIONS l We can apply for your alcohol licence or vary existing hours and lay-out of premises l We can also represent you at hearings and reviews of premises licences

PR Retail Consultants Ltd

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

01279 850 753 or 07774044585 Established 2005

Stocktakers to independent:

FOR ALL YOUR STOCKTAKING NEEDS Specialists in CTN

Retailers/wholesalers Grocery stores DIY stores

Off licences Forecourts

For competitive rates and professional service call now on...

H/O: 13 Green Moor Link, London N21 2NN

07899 002692 020 8360 2491 TEL:

Mob: 07802723561 Fax: 020 8360 6348

nikharstocktaking.com

ajit.nikhar@gmail.com

Telecoms

YOUR EDGE IN PAYMENT MANAGEMENT YOUR EDGE IN BUSINESS MANAGEMENT powered by

ces software R

0000 0000 00 0000 000 0000 0

From

0.33%

DebitCard

Per transaction*

Mobile Top-Up Up to

4.50% Per transaction*

From

£599 ing & Train Free tallation Ins

0000 0123 23 4567 45 567 5 67 8910 8 From

0.63%

CreditCard

Per transaction*

*T&Cs Apply. Rates are subject to change.

Durable touch-screen EPoS with optional extras Bespoke screen customisation, the way you want it Integrated with contactless payment and mobile top-up Standalone debit/credit card payment facility available Support for hardware/software/back-up available UK-based customer support, 24/7 365 days

Finance options available (subject to credit approval)

sales@3rtelecom.co.uk

Some Of Our Supplier Links:

01992 574 650

www.3rtelecom.co.uk

PROFILE

16-29 JULY 2019 betterRetailing.com

RETAILER PROFILE AMY PAWLEY CENTRAL STORES Location: Sherburn, North Yorkshire Shop size: 245sq ft Staff: Three part-time, two full-time

‘WE’VE CUT OUR ENERGY BILL BY CHANGING FRIDGES’ DARYL WORTHINGTON AMY Pawley, from Central Stores in Sherburn, North Yorkshire, has only worked in retail for three years, but she’s quickly overcome a number of challenges to make a success of her small village store. She and business partner Julie Luke both had a background in the care industry. “Retail’s been a steep learning curve,” admits Amy. “We came into it with minimum experience.” Theft was one of the �irst problems they had to overcome. “Anything being stolen has a big impact when you’re a small independent store. “We’re not part of a chain, so someone stealing something that costs £5 is worth quite a lot to us,” Amy explains. “But we’ve done a lot of things to make sure we can catch thieves. “We’ve installed good CCTV and trained our staff on what to do. That training has made the biggest difference, getting them to understand what they can do to minimise theft – like packing bags for customers. We haven’t had anything stolen for nine months now.”

In their three years in the store, Amy and Julie have made a number of changes. They now stock a wider range of locally produced products, including cakes, sandwiches and pastries. These have proved popular with their customers. “People like to know where their food has come from,” Amy says. “A lot of them don’t mind paying a bit extra for something that’s special.” They’ve also boosted the shop’s energy ef�iciency, making it cheaper to run. By installing more energy-ef�icient lightbulbs and moving to energy-saving fridges, they’ve managed to save a quarter on their energy bills. The small shop has to meet the needs of a wide mix of customers. As well as being the local shop for the village, Central Stores is also close to camping

Why should you care about illegal tobacco?

and caravanning sites, meaning it gets lots of holidaymakers through its doors in the summer. On top of that, it’s close to two steel works, so it bene�its from footfall from workers and lorry drivers. “Generally, we �ind that people will go for the same things each time they come into the shop,” Amy reveals. “Whether it’s a lorry driver for the factory or an elderly person living in the village, they all have their own routines.” For Amy, a priority is getting customers into the shop, to help

A LOT OF CUSTOMERS DON’T MIND PAYING A BIT EXTRA FOR SOMETHING SPECIAL

build relationships the store has with them. We don’t do a paper round because we want people to come into the shop for their papers. “We’re trying to think about the bigger picture. We want to encourage people to actually come in, to help us build a connection with the community.” To keep customers coming back, Amy tries to be as competitive as possible with her pricing. “We stock a lot of price-marked products, so customers know they’re getting a fair price. “We lose a bit of pro�it, but it’s worth it if it keeps people coming back,” she explains. “It’s the same with tobacco – we always try to stick to RRP. We don’t have much competition around here, so perhaps we could risk putting a bit extra on,” Amy says. “But if a customer came in and realised we’d overcharged them, they wouldn’t come back. We’d end up losing a lot more in the long run.”

your products 1 Know “If something is not selling, you need to swap it for an item that’s more popular,” says Amy. “Speak to your customers and find out what they’re looking for. Try to meet as many needs as possible.” from your staff 2 Learn

Amy explains: “When we started, we had everything to learn. We found the best way was to learn from the staff who were already working here. Their experience was valuable.”

To see more photos of Amy’s store, go to betterRetailing.com/ central-stores-sherburn

o threatens Illegal tobacc s ods, damage o h li e v li ’ rs e retail and contains communities ingredients. unregulated Follow @suspect_report

local 3 Look

“Our locally made products are some of the most popular sellers, especially with holidaymakers, who will pay more for something that’s special. Customers from the village enjoy them, too,” says Amy.

0800 0495992

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