Retail Express - 1 June 2021

2.5p OR BUST

• Stores campaign for ‘fair’ handling fee in bottle return scheme • Outsiders hired to decide fate of retailers after ‘intense’ debate on payments

1-14 JUNE 2021 STRICTLY FOR TRADE USERS ONLY

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SERVICES BOYCOTT

SUPPORT POST-PANDEMIC

STAFF ADVICE

Retailers threaten to cull in-store services over repeated commission cuts

Stores call on government to provide clarity after Covid-19 protection nears end

Essential tips for retailers looking to improve staff skills and confidence

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FINALISTS ANNOUNCED

Independent Achievers Academy unveils its 41 top stores

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IT’S ANYTHING

BUT AVERAGE

UNCED FINALISTS ANNO

MERS MARKETING TO CUSTO & Food GB&I In association with

Suntory Beverage

muir, Day-Today Stenhouse Stenhousemuir H & Jodie’s Nisa, Walsall McLeish, Inverurie Raven’s Budgens, Abridge

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IN-STORE DISPLAY In association with

l Mondelez Internationa

kets, Bradley’s Supermar Loughborough Sandall, Costcutter Kirk Doncaster Aylsham, CT Baker Budgens

Aylsham Community Shop, Hampstead Norreys Hampstead Norreys

CUSTOMER SERVICE In association with

Post Office

e, Costcutter Armthorp Doncaster Convenience, Go Local Belle Vue Middlesbrough Nisa Cherry Hinton, Cambridge Office, Post & Tenby Stores Tenby

G RESPONSIBLE RETAILIN In association with

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Costcutter Epsom, Epsom One Stop Etwall,

Derby Spar Wigston, Leicester Wharfedale Premier, Hull

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n, Ash’s Shop Fenstanto Huntingdon Road, Londis Ferme Park London Tysoe Village Stores, Warwick , Welcome Faversham Faversham

MENT STAFF DEVELOP In association with

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s, Londis Caterway Horsham London Road Bakery, Boston Spar Pennings Road, Tidworth ce Store Convenien Vicky’s e & Post Office, Bromsgrov

2.5p OR BUST

• Stores campaign for ‘fair’ handling fee in bottle return scheme • Outsiders hired to decide fate of retailers after ‘intense’ debate on payments

P3 SERVICES BOYCOTT

SUPPORT POST-PANDEMIC

STAFF ADVICE

Retailers threaten to cull in-store services over repeated commission cuts

Stores call on government to provide clarity after Covid-19 protection nears end

Essential tips for retailers looking to improve staff skills and confidence

P2

P4

BACK PAGE

our say

Megan Humphrey, editor

Go the extra mile for your customers STOCKING a product is one thing, but being able to recommend it is the difference between making a sale, and losing one.

During the pandemic, stores expanded and adapted their offering to cater to the needs of returning and new customers, who relied on local more than usual.

Simply having a product was enough, but the tables have turned now that people aren’t as afraid to travel to pick up their goods.

Knowing your ranges inside and out has never been more important. For example, last week I nipped into my local to see if they sold hay-fever tablets. At first glance I was confident after seeing a huge healthcare range behind the counter.

However, things got difficult when I asked for what I was looking for. The store owner hesitated, and spent nearly five minutes with his back turned analysing the labelling of each product. It was clear he didn’t have a clue. As a result, I left, not KNOWING having the time to wait. I was disappointed at what could’ve been a YOUR RANGES quick and easy sale if the retailer HAS NEVER had known his stuff.

BEEN MORE Nonetheless, there is a lesson to be learnt. Make educating IMPORTANT yourself on the ranges you sell a priority. It’s essential in today’s world where customers are looking at their convenient store as a place they know tailors to what they need. Retailers came through during everyone’s time of need, now it’s about becoming a destination people can’t do without.

The five biggest stories this fortnight 01

Stores to turn off services in protest against cuts

ALEX YAU RETAILERS have threatened to cull in-store services from their stores following repeated commission cuts.

More than 200 retailers have signed up to switch off one service from myHermes, PayPoint, Payzone and UPS per day after myHermes an-

nounced the handling fee per parcel would drop from 35p to 32p on 6 June. myHermes had previously reduced the handling fee in June 2019.

An organiser of the action, who wished to remain anonymous, claimed legal guidance was also being sought.

Speaking to Retail Express’s sister title, RN, they said: “The

�inal straw was the latest myHermes cut. We’re sick of the way we’re treated by suppliers. Cutting commissions and telling us it’s good for us is an insult. When shops started working with the likes of PayPoint, PayZone, myHermes and UPS, the agreement was very different.”

One myHermes retailer,

who asked not to be named, added: “It is a big issue for me.

They keep moving the goalposts and the contracts are vague. I am examining whether to stay with them.

“The real question is whether the same cuts are being applied to the multiples.”

Call Retail Express on 020 7689 3358 if you’re considering removing services in your store

TURN TO PAGE FOUR TO FIND OUT WHAT SUPPORT STORES WANT FROM GOV’T AS LOCKDOWN RESTRICTIONS LIFT @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief (maternity cover) Tan Parsons 020 7689 3353

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355 Features writer Jasper Hart 020 7689 3384 @JasperAHHart Production coordinator Nadeem Masood 020 7689 3368

Director of sales Editorial assistant Suhara Pavithri Jayasena and marketing Matthew Oliver @suharajourno 020 7689 3367 Production editor Senior account Ryan Cooper director 020 7689 3354 Charlotte Jesson 020 7689 3389 Sub editor Jim Findlay Account director 020 7689 3373 Natalie Reeve 020 7689 3372 Head of design Anne-Claire Pickard Account manager 020 7689 3391 Adelice Tatham 020 7689 3366 Designer Jody Cooke 020 7689 3380 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

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

02

Slush machine failure

SLUSH machine �irm Frozen Brothers has been criticised for failing to install machines and mixing up orders.

Several retailers said the �irm, who supplies Tango Ice Blast and Coca-Cola Frozen slush machines to convenience stores, had left them

with unful�illed orders. Amrit Singh, of Nisa Local High Heath in Walsall, said: “After my initial order, the communication was bad.

“Now I’ve been sent random machine parts and some syrups, but I still have no machines or an installation date.”

03

Tougher policing

THE government has been urged to amend the Police, Crime, Sentencing and Courts Bill to help tackle repeat offending in stores.

Evidence submitted called for tougher penalties on offenders who attack shopworkers, while ensuring a

new system of cautions is effective in dealing with repeat shoplifters. Last month, home secretary Priti Patel said the government was on track to reach its target of recruiting 20,000 police of�icers. Nearly 9,000 have been recruited so far.

Account manager (new business) Jimli Barua 020 7689 3364 Sales support executive Charlotte Brady 020 7689 3382 Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

46,191

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

Reproduction or transmission in part or whole of any item from Retail Express may only be undertaken with the prior written agreement of the Editor. Contributions are welcome and are included in part or whole at the sole discretion of the editor.

Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

04

Ice cream dates

RETAILERS supplied with in- being incorrect by one year. correctly dated Fwip products “This is not expired stock. We have been reassured the prod- have a letter from the factory which has issued an apology. A ucts are safe to sell.

The ice cream supplier’s third-party laboratory has also founder, Paul Kali, said la- tested and con�irmed these �labelling errors at the factory vours are safe,” he said. where Fwip ‘pods’ were proStickers with correct dates duced had led to the dates have been sent to retailers.

05

Magazine partnership

RETAILERS will be able to buy magazines without paying carriage charges as part of a new partnership between Smiths News, magazine specialist Lucid and wholesaler Abra.

A limited range of top-selling magazines will be stocked

at Abra’s Edmonton depot in north London on sale or return. Despite there being no carriage charges, the retail margin will be 15%, lower than the industry standard of 25%. Abra founder Dee Thaya was hopeful the model could be adopted elsewhere.

@retailexpress facebook.com/betterRetailing

1-14 JUNE 2021 betterRetailing.com

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

Stores demand a 2.5p bottle return handling fee MEGAN HUMPHREY INDEPENDENT stores are calling for a 2.5p handling fee to be applied to each bottle returned to them in the upcoming deposit return scheme (DRS).

The fee paid to stores for each container received is yet to be decided by Scottish scheme administrator Circularity Scotland Limited (CSL), along with the frequency of collections, size of bags and labelling.

Chair of the NFRN’s DRS Steering Group and owner of Jack’s of Blantyre Mo Razzaq told Retail Express campaigning for a fee that is “�inancially viable” ahead of CSL’s �inal decision is “vital”.

“For manual returns using a reverse vending machine (RVM), retailers need a handling fee of at least 2.5p per bottle, and 1.5p for manual take-backs,” he said. “This is similar to what a lot of other European stores receive.”

He added: “I think it is essential that we make it public what works for us as retailers before any �igure is put out by the scheme administrator, so it doesn’t look like we are just trying to go against them if it’s too low.”

Soft drinks manufacturers refused to comment on whether they support the proposals made by stores.

Regulations published by the Scottish government in March 2020 stated par-

ticipating in the scheme should be “cost-neutral” for retailers.

Consultation documents submitted by Razzaq, and seen by Retail Express, revealed retailers will need to generate an extra £600 per week in revenue to accommodate a DRS, including the purchase of an RVM and store layout changes.

Participating stores will be required to pay a 20p deposit when purchasing a glass bottle, can or PET container, which is reimbursed once the empty container is brought back.

Razzaq calculated this will have a £1,400 negative cash-�low impact on retailers based on stores holding an average of 7,000 containers in stock.

However, a decision on the handling fee is far from being announced. Last week, speaking at the ACS’ Responsible Retailing Forum, CSL interim director Donald McCalman admitted “intense debates” had taken place between retailers and producers over the cost.

“As a result, we have had to appoint a consultant to carry out an investigation independently,” he said. “We are currently preparing the tender documents for this.”

In addition, McCalman revealed CSL intends to “tweak” elements of the scheme once live to meet the needs of retailers.

“We are aware there isn’t a smooth line for all parties involved,” he said. “We

express yourself “I LEAD by example and wear a mask, and I am planning to continue wearing one for a long time. Many of the restrictions in my store are here to stay for a while. This includes the Perspex screen, which has been really helpful in enforcing safety and hygiene measures. Until Ireland’s health secretary tells us otherwise, I will be keeping all the restrictions that I put in place during the pandemic, because it’s better to be safe than sorry.”

Judith Mercer, Spar Greenway, Belfast

03

GOOD WEEK JAMIE OLIVER: Jamie Oliver’s exclusive Tesco line is now available to order by independent shops through Booker. The range includes the TV chef’s Bolognese, Tortellini, Spinach & Ricotta Ravioli and Tomato & Ricotta sauce.

PARFETTS: The wholesaler has launched a new fascia aimed at retailers who are interested in a smaller format off-licence.

Called ‘The Local’, the fascia will sit alongside the existing Go Local symbol group. Haydn Hicks’ Bargain Booze in the Lake District has already been converted to the brand. Retail director Guy Swindell said it will target sub-1,300sq ft stores and include a range of traditional canned lagers, and a new range of premium products such as gin and cocktails.

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

BAD WEEK

don’t know how many containers will be returned, so therefore we are doing a lot of learning in the absence of certainty. Our aim is to try to get to a good �irst position by the launch date, but we recognise once live and we learn more, we will have to reiterate.”

A spokesperson for Circularity Scotland said: “Under the DRS regulations, a reasonable handling fee will be paid to return point operators to re�lect a de�ined set of costs they have incurred in operating a return point.

the column where you can make your voice heard

“We will appoint an independent company in due course to develop this fee structure and will set out the handling fees once that company has concluded its work.”

At the same event, the Department for Environment, Food & Rural Affairs’ (Defra) policy lead for DRS, David Gell, con�irmed the administrator in England, Wales and Ireland will be known as the ‘Deposit Management Organisation’.

The news comes three months after the UK gov-

ernment pushed back the implementation until late 2024. The 10-week consultation came to an end on 4 June.

Gell also revealed Defra will be following the same regulations proposed by Scotland, meaning all retailers selling drinks containers will be obligated to operate a returns point.

Industry sources speculate the handling fee eventually decided by Scotland is likely to be the same for the rest of the UK once implemented.

SCAMS: A caller pretending to be from the business rates department at Redbridge Council tried to fraudulently claim £400 in outstanding bills form an Ilford retailer. Nilesh Patel, owner of PJ & VP Patel received a call asking for accrued back payments to be made over the phone. The caller said Patel should have received a letter outlining the arrears.

TELEGRAPH: More than 100 Spar Scotland stores operated

by CJ Lang removed the Telegraph from their shelves over the publisher’s poor retailer terms. This decision comes after the Telegraph angered retailers by recharging them for vouchers and lowering margins. CJ Lang confirmed the Telegraph was ‘reinstated’ two days later.

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

What restrictions will you keep in your store after 21 June?

“WE will still be using the one-way system for our store and we are probably still going to carry on wearing masks until we are absolutely sure that everything is safe. However, when it is completely guaranteed by the government that this pandemic is over, we will probably remove most of our restrictions and just go back to being careful and mindful with using hand sanitiser and keeping the store hygienic and clean.”

Cathryn Williams, The Hub at Abercrave, Swansea

“WE are likely to keep our screens up and continue with our one-way system. Also, once everything has settled down considerably, I will probably have a meeting with my staff to see how comfortable they feel with removing restrictions and not wearing masks while working. If my staff want to keep Perspex screens up and continue wearing masks, then I will listen to them. At the end of the day, I have to look after my staff.”

Dennis Williams, Broadway Premier, Edinburgh

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

Dennis Williams

NEWS

04

1-14 JUNE 2021 betterretailing.com

‘Future gov’t store support is vital’ MEGAN HUMPHREY RETAILERS are calling on the government to detail exactly how it will continue supporting them after the pandemic.

The retailers’ demands come a month before the legislation preventing landlords from evicting tenants comes to an end on 30 June.

Ravi Raveendran, owner of Colombo Mini Mart in Lon-

don, told Retail Express he wants the government to support a ban on rent increases.

“I want reassurance from the government and protection from our landlord that there won’t be any rent increases put on us,” he said.

“I believe we are entitled to some sort of compensation to protect small businesses from facing any more damage during this time.”

The ACS last week submit-

ted evidence to a consultation into jobs, growth and productivity after the pandemic, urging the government to ensure support is extended to local shops.

The trade body recommended extending the timetable for the National Living Wage’s target to reach twothirds of median earnings and ensuring new employment regulations are targeted to avoid introducing unneces-

sary burdens on retailers.

ACS chief executive James Lowman stressed the importance of remembering the impact of the past year varies on each speci�ic independent store. “The impact varies greatly depending on trading location and local shops have welcomed the support that the government has provided at each stage,” he said.

“Convenience stores provide local, �lexible and secure

What to Stock: the ultimate product guide for independent retailers

The Retail Success A MUST-READ FOR PROFIT-DRIVEN INDEPENDENT RETAILERS

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new convenience categories

jobs for around 412,000 people across the UK, and it’s vital the government continues to

provide support to retailers to ensure they are still able to trade beyond the pandemic.”

Keeping chillers cool A NEW retailer-designed device to help prevent chiller wastage and breakdowns has been recommended by stores.

EnviroGuardian, developed by One Stop retailer Dee Sedani, can be placed inside a chiller.

The wireless device operates on batteries and alerts

retailers to irregular temperature changes through an email or smartphone.

There is a one-off cost of £475 for a ‘base station’, and £90 for each sensor required for the chillers.

Sedani said there are up to 4,000 customers using the service currently.

Handbook

WHAT TO STOCK

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Don’t miss our essential What to Stock edition of The Retail Success Handbook Compiled using exclusive EPoS data from 3,451 independent stores across the nation, and covering more than 60 core convenience categories and areas of growth, What to Stock is every independent retailer’s essential stocking guide.

This year’s What to Stock has the first comprehensive, cross-category look at how convenience has changed in the past 12 months and will show you the opportunities you may be missing out on, so you can be confident that you have the best product range for your customers.

PLUS • 1,385 bestselling products highlighted • An in-depth look at the core convenience categories, including beer, chilled and household • A look inside one of the UK’s best-ranged shops

Order your copy from your magazine wholesaler today or contact us on 020 7689 3363

UBER EATS ‘MENU MAKER’ GLITCH

UBER Eats has been criticised by retailers who have reportedly lost access to the ability to directly control their online ranges.

The menu maker feature on the app allows outlets to amend their products, terms, images and pack sizes. It enables stores to quickly respond to availability and pricing changes.

Wolverhampton retailer Sundeep Singh called for the

delivery platform to “take action and bring back the menu maker immediately”.

A spokesperson said the issue was currently “under investigation”.

Better Payzone terms RETAILER Maqsood Akhtar renegotiated his Payzone fees down by making “one simple phone call”.

The owner of Blackthorn News in Rotherham successfully saved himself £141.36 a year. “Our low usage is now down to 15 transactions per

week from 40, and the staff member waived the terminal fee (99p) for three months.”

Payzone’s terms list a 99p weekly service charge and a £2.49 low-usage charge for each week where fewer than 40 Payzone transactions take place.

WIN tickets to the ™ UEFA EURO 2020 semi-final!

Chance to win one of six prizes – 3x pairs of tickets to UEFA EURO 2020™ semi-final on 6th July and 3x Smart HD TVs to be won.

To be in with a chance of winning, please scan the above QR code and follow the instructions to submit an image of your UEFA EURO 2020™ display that features the #1 beer for sporting occasions1, Heineken®.

Competition closes on 20th June. Promoter: Newtrade Media.

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PRODUCTS

1-14 JUNE 2021 betterRetailing.com

07

Paid feature

Philip Morris’ 2021 vision PHILIP Morris Limited (PML) has set out its 2021 vision to become a leading player in the next-gen nicotine category through three new initiatives.

First will be the relaunch of its Heetwave Open platform, a digital trade engagement tool.

The supplier said it had received feedback from retailers and customers saying they found the old device registration process too complex. As a result, it has simpli�ied the website and it now takes less than two minutes to register the device.

Other features include a

fast-track, 24-hour delivery service for Heets.

Secondly, the supplier is doubling its sales force team. As part of this, it has announced plans to increase distribution of Iqos and Heets to 18 more cities/regions in the UK – 70% urban and 30% rural.

The UK is now one of the fastest-growing markets for Heets with a 2% share among cigarettes and heated-tobacco sticks. In London, Heets has a 5% share, a �igure that has more than doubled compared with this time last year.

Kate O’Dowd, head of commercial planning UK & Ireland at PML, told Retail Express that prior to the

�irst lockdown, its focus was on urban city centres, but

PLADIS has launched McVitie’s Jaffa Jonuts, the biggest format innovation from the brand in two years.

Jaffa Jonuts will come in a 4x43g box (RRP £1.99) and individual 43g packs (RRP 60p). Jaffa Cakes is one of the top 10 bestselling biscuits brands – with sales having grown by 14.4% in 2020.

The launch follows the

brand’s £1.7m ‘Be what you want to be’ campaign, aimed at driving incremental sales among new and younger shoppers.

Jaffa Jonuts will also bene�it from a separate £2.1m consumer campaign, which will include outdoor, digital, social media and in-store advertising, set to reach 85% of its core audience more than nine times.

DIAGEO is adding limitededition Cîroc Summer Citrus to its range, available in a 70cl bottle with an RRP of £35.90.

The supplier said �lavoured vodka is a popular choice among all adults, with the segment having grown by 39% in the off-trade in the past year.

Total value sales of Cîroc are also up by 28%. The summer variety aims to tap into this growth with a premium offering and will be supported by a marketing campaign.

The vodka will be �irst available to the off-trade, with plans to launch into hospitality at a later date this year.

PRIYANKA JETHWA

Jaffa Cakes launches new Jonuts format

the pandemic has made the supplier revaluate this.

Alex Dullard Head of customer marketing, BrewDog

Be more sustainable

Summer flavours from Cîroc vodka

The offer will appear across more than 68 million packs of 21 Cadbury chocolate, biscuits and seasonal lines.

The on-pack promotion will be supported with a campaign between July and August across social and digital advertising, as well as in-store marketing to attract shoppers to the range.

HEINEKEN, as the of�icial partner of UEFA Euro 2020, has launched a limited-edition range of bottles across its standard and zero-alcohol varieties with each featuring a qualifying country’s �lag.

There will also be a competition offering consumers the chance to win match tickets to UEFA Euro 2020 or an of�icial Adidas match ball if the tournament is disrupted – codes to

The problem Sustainability has always been important to us. We thought we were doing our bit for the planet, but as the climate crisis worsened, we realised this was not enough.

Huge change is needed, right now.

Ninety-two per cent of Brits claim they want to live a sustainable lifestyle, but only 16% are actively changing behaviour1. It’s therefore the responsibility of brands and suppliers to help their customers and shoppers act more sustainably – and we want to be a catalyst for that change.

Our solution In 2020, we made a commitment – to make Earth great again. We are determined to rapidly change the way we work as we aspire to set a new global standard for sustainability. We know we won’t be perfect, but we want to strive to do our best and encourage other businesses to do the same and to showcase that business can be a force for good. From planting more than one million trees to replace the carbon we emit, to using green energy, upcycling waste produce and moving our delivery fleet to electric vehicles, we’re doing our best to reduce our environmental impact.

Cadbury joins forces Heineken champions with Merlin attractions Euro 2020 tournament MONDELEZ International has partnered with Merlin Entertainments for the return of an on-pack Cadbury promotion.

Available now for six months, it will offer a free standard ticket with every purchase of a full-priced adult ticket to a host of UK attractions, such as Alton Towers Resort.

ALEX Dullard, head of customer marketing at carbon negative brewer BrewDog, shares his thoughts on sustainability, stresses the urgency for businesses to take action, and shares the opportunity for retailers to be more sustainable.

win will be found on-pack.

The supplier said it will be promoting the limitededition packs and competition with a campaign spanning digital and TV, with a focus on the ‘friendly rivalry’ that the UEFA Euro 2020 tournament creates.

The mainstream premium beer category is currently growing at 28%, with Heineken growing at 65%.

The opportunity Seventy per cent of shoppers would be more likely to purchase a beer made in a sustainable way2, and with 40% of the population drinking once a month or more3, there is the prospect that a sustainable beer offering will not only drive existing frequency, but could grow overall penetration. We want to encourage retailers and shoppers to start their sustainability journey. Whether it’s through products, like our planet-first Lost Lager, or initiatives, such as our ‘Lost Forest’, the aim is to prompt people to think more consciously about their purchases. Ensuring we – and future generations – have a planet to brew and sell beer is the single biggest focus for BrewDog.

1 Kantar Foundational Study 2020 (UK), 2YouGov BrewDog Commissioned Survey – Beer Drinkers – Sept 2020. Unweighted base: All UK adults who drink beer every month (1,735), 3YouGov BrewDog Commissioned Survey – Unweighted Base: All UK Adults (4,460) – 2020

PRODUCTS

08

Kahlúa premieres new look PRIYANKA JETHWA PERNOD Ricard UK has launched a new bottle design for its premium coffee liqueur, Kahlúa, with increased coffee cues and a more contemporary brand image.

The pack refresh is set to capitalise on the growth of the brand’s original variety, which has increased by 90.6% in value over the past 12 months, as more consumers experiment with at-home cocktail making.

The new bottle design emphasises the coffee liqueur by focusing in on its Mexican provenance.

It also features a new brand logo complemented by

a matte label �inish to drive on-shelf appeal.

Chris Shead, off-trade channel director at Pernod Ricard UK, said Kahlúa is in double-digit growth as consumers have been experimenting with serves such as the Espresso Martini at home.

“The pack refresh is a natural evolution for the brand, and we’re con�ident it will attract coffee lovers and recruit incremental shoppers to the category,” he added.

Along with the new bottle design, Kahlúa Original has reduced its ABV to 16% to address evolving consumer trends towards conscious drinking and lower-alcohol options.

1-14 JUNE 2021 betterRetailing.com

Guinness extends its rugby partnership DIAGEO has con�irmed its partnership between Guinness and the Rugby Football Union (RFU) for four more years.

The partnership extension, which commences next season, runs until August 2025, and will see Guinness continue as the of�icial beer partner of England Rugby

Lucozade invests in summer of sport

Find your other half with Extra gum

SUNTORY Beverage & Food GB&I is investing £2.5m behind a new Lucozade Sport campaign spanning social media, digital, TV and in-store marketing – all in preparation for the football season.

The supplier said 75% of all adults will see the brand throughout the summer; in 2018 during the World Cup, Lucozade sales increased by 39%.

Limited-edition Lucozade Sport footballs are also available for consumers to win through a text-to-win competition running across the Lucozade Sport range.

It follows the sub-brand’s latest marketing activity for Cherry Kick.

MARS Wrigley has launched personalised packs for 2021 across its Extra Chewing Gum range.

As an extension of its ‘Find your other half campaign’, this year in partnership with ITV’s reality TV series Love Island, core singles, bottles and multipacks of Extra will feature an initial – urging consumers to pair a pack with partners, friends or family.

Last year, the ‘Find your other half’ packs sold 1.6 times faster compared to gum bottles with the standard packaging, and twice as fast compared to standard multipack lines.

The supplier is also ramping up its marketing

investment through improved PoS. With 51% of shoppers only buying gum when it’s visible in store, bespoke pre-�ill units will be available to retailers.

UNILEVER is adding Yummies to its ‘Responsibly made for kids’ ice cream range.

The launch follows a year of growth for Unilever in the ice cream category, up by 19.8% at the end of last year.

Each product in the range contains no more than 110 calories, 12g of sugar and 3g of saturated fat per ice cream portion.

This initiative is also part of Unilever’s ‘Future foods’ ambition, which is committed to helping people move towards healthier diets by lowering calorie, salt and sugar levels across its products, and to reduce the environmental impact of the global food chain.

JAM Shed is tapping into the rosé category with its �irst pink variety, Californian Rosé, on sale now with an RRP of £7.

Jam Shed Californian Rosé features strawberries, cream and melon �lavours, suited to summer occasions.

The rosé category is currently worth more than £809m and is growing at 25.7%. Meanwhile, the Jam Shed brand overall is worth £4m, growing at 120% in value year on year. The line-up now comes in four varieties: Shiraz, Malbec, Chardonnay and Rosé.

Accolade Wines brand manager Lindsay Holas said: “We are con�ident the Californian Rosé will follow in

the footsteps of our Malbec, already worth £6m despite only being launched in August last year.”

Yummies joins Wall’s A Californian Rosé from Jam Shed ‘responsible’ range

and maintain its rights as exclusive stout at Twickenham Stadium for RFUcontrolled events.

In addition, the brand’s Surge Bar will remain present in the British Airways West Fan Village, as well as continuing to reach fans outside the stadium through a number of digital campaigns.

Piccolo drives organic baby food sales PICCOLO, the baby and toddler food brand, has expanded its Cooking range with single-serve cooking sauces (RRP £1.50), risottos (£2.75) and gluten-free pasta packs (RRP £3).

The two gluten-free pastas include Baby Macaroni and Gemmine, while the sauces come in Classic Tomato, Squash

Mac & Cheese, Beef Bolognese (previously in a 80g size), Mascarpone Stir-in and Tomato Batch Cooking varieties.

The risottos come in Pea & Courgette and Tomato & Basil varieties.

The range is available from wholesalers including CLF, Tree of Life, Springvale and Holleys.

Lynx targets Gen Z in brand overhaul UNILEVER has refreshed its Lynx brand to drive better relevancy among Gen Z audiences.

This will feature new-look packaging, alongside product reformulations, all backed by a £12m investment, spanning TV, video-on-demand, outdoor and social media, featuring heavyweight champion Anthony Joshua, music artist Aitch, and YouTubers Calfreezy and Chunkz.

The campaign comes with a “refreshed, respectful approach” that doesn’t rely on gender stereotypes.

New technology will also guarantee longer-lasting scents and freshness. As part of this, it is adding three products to the range:

a deodorant body spray, antiperspirant, and three-in-one body, face and hair wash.

Stock the #1 * World Beer Brand With premium price marked packs soaring by 22% last year, Budweiser Brewing Group UK&I are now introducing pricemarked packs for our #1 World Beer, just in time for lockdown restrictions lifting.

Priced at £5.99 for 4 x 330ml, contact your supplier now and get ready to turn up the heat with sales this summer!

CORONA NOW PRICE-MARKED ©2021 AB InBev UK Limited, all rights reserved. *Nielsen 52 Weeks MAT WE27.02.21 *Neilsen Total Impulse | Volume Sales WE02.01.21

PRODUCTS

10

Veg Vibes from Popchips KP Snacks’ �lagship betterfor-you brand, Popchips, has launched a new subbrand, Veg Vibes.

Made using chickpea, rice, and sweet potato, Veg Vibes come in Sriracha and Sea Salt & Balsamic Vinegar varieties, which, according to the brand, have been designed to meet bold �lavours shoppers are looking for.

The supplier added that plant-based eating trends are becoming more prevalent, with more consumers choosing diets that incorporate veg and plant-based foods.

Forty-six per cent of 25-to-

44-year-olds believe plantbased eating is healthier, and 38% believe it’s better for the environment.

Zoe Cashin-Howe, marketing controller at KP Snacks for Popchips, said Veg Vibes have been created to drive greater penetration of the brand and drive appeal among younger, health-conscious shoppers.

Cashin-Howe added: “This is our second-biggest initiative of 2021 for Popchips following our new TV campaign.”

The launch also follows the introduction of a new look, which was launched at the end of 2020, giving the brand

a modern look and feel.

Alongside the new pack design, KP Snacks also reduced Popchips’ packaging, saving an estimated 23 tonnes of material, the

SHARP’S Brewery has launched a new Doom Bar ‘fridge pack’ format to capitalise on the popularity of multipacks in the convenience channel.

The ‘fridge packs’, which include 10x440ml cans of Doom Bar, are encased in a recyclable cardboard sleeve, and include an easy-

to-carry handle and quick tear-open fold.

Sharp’s Brewery’s marketing controller, James Nicholls, said: “With changing shopper behaviour, consumers are looking for trusted brands that offer larger pack formats at better value, making it easier for them to be stocked up for longer.”

‘WE will summer’ is the new £1m campaign from Diageo for Pimm’s, which will highlight its refreshed packaging and new variety, Sundowner, which is a raspberry and redcurrant aperitif.

Capitalising on the growing popularity for aperitifs (a pre-dinner drink), the supplier said spritz serves lend themselves to early evening occasions, making Sundowner “perfectly placed” to cater to these moments.

Adrienne Gammie, gins, Pimm’s, Baileys and nonalcoholic spirits marketing director at Diageo GB, said ‘early evening moments’ are growing, with 58% of consumers choosing to drink cocktails from 5-8pm.

PRIYANKA JETHWA

equivalent of more than �ive million fewer packs per year.

Popchips Veg Vibes will be available in 85g sharing (£1.99) and 23g singles (89p) formats.

Doom Bar showcases Pimm’s Sundowner new fridge pack for the summer

35cl and 20cl bottles Old Jamaica brings

from JJ Whitley Vodka the sunshine vibe JJ Whitley Vodka has extended its range with 35cl and 20cl formats across its bestselling varieties.

The supplier said the smaller formats will allow more consumers to try premium vodka at an accessible price.

With the addition of the new sizes, the JJ Whitley range now includes 5cl, 20cl, 35cl, 70cl, 1l and 1.75l formats across its Artisanal Russian Vodka and �lavoured varieties.

Graeme Sharp, trade marketing manager for impulse at Halewood Artisanal Spirits, said: “We know shoppers are keen to experiment with new �lavours and drinks, particularly in the �lavoured

vodka category. Our new 35cl and 20cl bottles provide an option for these shoppers, who may want to try the product before purchasing the larger format.”

OLD Jamaica is bringing the carnival spirit to TV screens this summer as part of a £1.5m campaign, ‘Get the sunshine vibe’.

The campaign celebrates ‘the feel-good attitude’ and carnival atmosphere of Jamaica to the UK. The ad will be shown on Channel 4, All4, E4, 4OD, Film4 and More4, supported by social media

and digital activity.

As its biggest consumer campaign to date, it said: “We feel the advert captures the current mood of the nation and is what everyone needs after the past 14 months. We always say that you feel the �lavour and taste the sunshine with Old Jamaica Ginger Beer, hopefully now you can see it as well!”

1-14 JUNE 2021 betterRetailing.com

11

Salted Caramel joins £2.4m Ribena F’real milkshake campaign revealed F’REAL, the self-serve milkshake brand, has added an eighth �lavour to its UK range, Salted Caramel.

Made with cream and caramel pieces, Salted Caramel is predicted by the supplier to be popular in the UK after its success in the US. The launch will be supported by a social media campaign, with digital PoS available to retailers to help them drive sales of the new �lavour.

Isla Owen, senior marketing manager at F’real, said the trend for salty and sweet combinations is “clearly here to stay”.

“Increasingly popular across confectionery and

desserts, it’s especially popular in the UK, with the caramel ingredients market predicted to grow by 7% between 2019 and 2021,” she added.

Limited-edition sour drinks flavours

OCB papers get a new countertop unit

BARR Soft Drinks is adding to its carbonates range with two limited-edition varieties, Sour Berry and Sour Apple.

The supplier said the drinks have been developed to drive excitement around the Barr range, and come in 500ml 79p pricemarked bottles.

Adrian Troy, marketing director at Barr Soft Drinks, said: “Limited-edition �lavours are always popular with shoppers, where taste is still the key driver. Not only do they drive sales, they also increase brand engagement and conversation while creating excitement at �ixture.

“New �lavours in the

category have also delivered more than £50m worth of sales over the past two years.”

REPUBLIC Technologies (UK) Ltd has introduced a new countertop display unit for its mainstream paper brand, OCB. The units hold 10 booklets each of the three OCB Slim & Tips varieties – OCB Virgin, OCB Premium and OCB Organic Hemp – and measures 130mm (w) x 140mm (h) x 135mm (d).

Gavin Anderson, head of sales at Republic Technologies (UK) Ltd, said OCB products are currently the fastestgrowing mainstream paper brand in the UK market.

“We are also seeing increased interest in premium paper and tips format, with the sub-category growing at

66% year on year, so now is the ideal time for retailers to build their ranges and boost visibility to see an uplift in pro�its,” he added.

MEAT-FREE Smoked Bacon Rashers are the latest addition to Richmond’s meat-free range, available in packs of eight with an RRP of £2.50.

The supplier said bacon makes up 8.1% of total meat sales, but plant-based bacon accounts for only 4% of sales in the category – represent-

ing a clear opportunity for growth. Richmond also has the highest repeat purchase rate of any brand in the category.

To support the launch of Richmond Meat-Free Smoked Bacon Rashers, the brand is investing in an £3.5m campaign spanning TV and social media.

FUNKIN Cocktails has launched price-marked packs of its ready-to-drink (RTD) Nitro Cocktail Cans.

The cans are marked at £1.99 and are available in three varieties: Passion Fruit Martini, Pina Colada and Strawberry Daiquiri. It will be supported by a £1m advertising campaign.

Cocktails are the fastest growing sub-category in RTD. Most notably, the impulse RTD category has grown in the past year by more than 72.8%, with Funkin commanding a 12% value share of the total RTD cocktail market. This is a result of its Nitro variety sales increasing by more than 800% in 2020, with Passion Fruit Martini being the bestseller.

Funkin marketing director Ben Anderson said: “We’ve noticed there has been a rise in consumers shopping more locally at convenience stores and wanting to recreate barworthy concoctions at home.

Also, due to the economic impact of the pandemic, consumers are also searching out value products.”

Richmond expands its meat-free range

SUNTORY Beverage & Food GB&I is investing £2.4m behind a summer campaign for Ribena Sparkling, ‘Bursting with refreshment’.

This will include new clips added to the brand’s TV advert, outdoor advertising, a social media promotion and updated in-store PoS material.

The campaign is predicted to reach 65% of adults, and the supplier recommends displaying it separately from the brand’s core juice drinks.

The Ribena Sparkling campaign is part of a wider £6.6m media investment across the total Ribena brand for 2021.

Funkin Cocktails’ new price-marked range

OPINION

12

IAA #COMMUNITYSTARS

1-14 JUNE 2021 betterRetailing.com

Some photos on this page were taken prior to the Covid-19 pandemic

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured COVID-19: Are customers still complying with in-store restrictions?

“I’VE had customers coming in without masks, and rather than getting into arguments I just give the customer a free mask to use. It is more sensible this way. Since catching Covid-19 myself, I have been very strict with following instore restrictions.”

Manish Mehta, William’s News, Streatham, London

The Independent Achievers Academy (IAA) joined VICKY ONIONS, of Vicky’s Convenience Store in Bromsgrove, and SUE NITHYANADAN, from Costcutter Epsom in Surrey, to find out how they motivate and develop their staff to ensure their stores continue to thrive

“ABOUT one in 10 of my customers don’t follow restrictions and don’t wear a mask.

We have been advising customers, but some are rude, or just cover their face with their clothes. If the shop is quiet, we allow people to buy what they need without a mask.”

Dilip Patel, RM Terry’s Newsagents, Amersham

KEY TAKEAWAYS 1

2

Delegating responsibility allows you to grow your business. Vicky follows a ‘do it, delegate or ditch it’ mantra, and has an everyday task list for staff, enabling her to focus on improving profitability.

One in 10 customers aren’t following restrictions

Sue uses job descriptions to lay out her expectations for each role. To offer more responsibility, Sue places team members in charge of different sections, taking on tasks such as ordering and cleaning.

3

To keep her team motivated, Vicky uses her ‘Shop talk’ WhatsApp group to send regular messages to help improve their confidence.

Texts often include quick tips on building rapport and creating conversation with shoppers.

4

To keep staff retention high, Sue uses an online training programme to upskill and develop her team. There’s both at-home and in-store training, covering topics including health and safety and first aid.

VICKY’S TOP IDEA “It’s important to learn to share responsibility so you can create and develop your business. Train your team to take on more tasks in store, giving you the chance to focus on improvement.”

Read all the tips from Vicky and Sue’s session and find out how to join the next IAA #CommunityStars event on 10 June by scanning the above QR code or searching IAA Community Stars at betterRetailing.com

DRS: What impact would the inclusion of cartons have on your store?

They might start to smell once they’ve been returned

“THEY will take up more space, “I HAVEN’T really put my mind to gearing up to the scheme. and there’s a potential hygiene However, if cartons are added issue. They are often used for dairy products and might start to the scheme it’s likely to create problems for us in terms to smell once they’ve been returned. I support the scheme, of storage and handling. Once it becomes clear how in effect but there is a danger the the whole scheme will operate, proposition is changing from we really cannot become too what was agreed initially and judgemental about it.” the terms are worse.”

Mo Razzaq, Jack’s of Blantyre, Glasgow

Shakir Shakoor, Weaver Row Newsagents, Stirling

PRODUCTS: How do you find out about new convenience launches?

“I FIND a lot of my information through the trade press. It is also good to keep an eye on the opposition as well and have a look at promotions that they have on offer. I also see what is going on down at the cash and carry and enquire to find out more.”

Mark Dudden, Albany Road Post Office, Cardiff

“I USE trade press, or I receive a brand’s pre-launch information. If a company is launching a product, most brands will promote it for months in advance, so I tend to look at what they are promoting and see if it is something that we want to sell.”

Amrit Singh, Nisa Local High Heath, Walsall

I see what’s going on down at the cash and carry SUPPORT: What gov’t support would help you as lockdown restrictions lift?

There has been a serious lack of clarity

“WE have enforced masks, but I have had customers refusing to wear them. There has been a serious lack of clarity from the government on whether or not we should be enforcing this, and lack of support from local authorities that do not have the resources to help enforce it since the easing of lockdown.”

Liam Cross, Spar, Dersingham

“I’D like the government to keep a level playing field on business rates relief. It was right to freeze them until 2021/2022, but assessing this further would help us to compete fairly against online only businesses that have been thriving in the past year because of the pandemic.”

Atul Sodha, Peverills Londis Harefield, Uxbridge

Kellogg's Vantage Retail Express Advert 260x339mm May 21 HIGH RES.pdf

1

19/05/2021

16:20

#retailtogether

NEXT SESSION

Thursday 3 June 4.30pm

We know that it’s been one of the most challenging years in independent retail with the way you need to run your stores having changed almost overnight. We also know that with the lack of physical events taking place, there’s less of a chance to connect with like-minded retailers.

That’s why we started #retailtogether, an informal digital networking event to help independent retailers share experiences, discuss issues and ideas, and see a few friendly faces.

Join us every other Thursday at 4.30pm

For more information, contact Samantha Gunston 020 7689 0500 / @samanthagunston

LETTERS

1-14 JUNE 2021 betterRetailing.com

15

Harj Mickleton Village Stores, Dhasee Gloucestershire

Letters may be edited

Some photos on this page were taken prior to the Covid-19 pandemic

Preparing for a summer of fun

‘Social distancing measures have cost us our footfall’ OUR county council has changed the roads, and created closures, which means people have to travel around the town centre in one particular way.

Local authorities can get money from emergency grants, but they aren’t thinking it through.

Within six weeks of getting it, they spent it. Hertfordshire County Council got money and bought barriers which have been put up for

social distancing. As a result, cars can’t park outside our shop, people have to walk on different sides of the road and now we hardly get any footfall. The pavements are wide enough as they are.

They could’ve made it easier for social distancing without spending any money. They’ve now blocked off roads and parking so no one can come in.

It doesn’t make any sense, and our business is down by

80%, largely because customers can’t park anywhere.

Hitesh Patel, Gays Newsagents, Hertfordshire

A spokesperson for Hertfordshire County Council said: “Our priority has been to keep residents safe during the Covid-19 pandemic. We implemented these measures in some of our town centres to help social distancing and

have supported our local businesses to open in line with government guidance.

In a number of locations, including Hertford, there has been a good level of support for these measures, and we’ve had requests to keep them in place for longer. As the focus shifts from public health to economic recovery, we are consulting residents and business owners on whether these measures should stay, be altered or removed.”

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Purdey’s

TO celebrate the launch of two flavours into the Purdey’s natural energy range, the growing functional wellness brand is offering five lucky Retail Express readers the chance to win £50-worth of stock each. The full range now comes in Rejuvenate, Refocus and Replenish varieties.

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.

Trudy Davies, Woosnam & Davies News, Llanidloes – @trudydavies1964

‘We listen to what our customers want’

“WE’VE started selling biodegradable cutlery after our customers expressed interest. We are selling an eightpiece set as a trial for £1.29, but if it’s popular we’ll look to extend the range. I’ll make sure I keep talking to people about it to make them aware I’m a responsible retailer who prioritises sustainability. I’ll also keep posting updates on social media to show how it’s being received. It’s important to listen to what customers want to keep them coming back, and to stay aware of what your community wants.”

AS things start to open up again there’s been a massive acceleration in activity, with people going to the pub to meet friends.

But even when things are completely open, there will be a drive for people to be doing a lot more hosting in their homes and gardens. There have been shifts in how much socialising Each issue, one of seven top people expect to retailers shares advice to do, and how they make your store magnificent expect to do it. A lot of people will want to be outside, in well-ventilated areas.

People understand they don’t need to go to the pub.

Aside from anything else, they’re realising how expensive going to pubs can be, and how much money they can save by socialising at home. The combination of these factors will see people entertaining in their gardens this summer, as long as the UK weather obliges.

With that in mind, our store is dedicating a whole bay to barbecues. We’re offering plates, napkins, forks and everything else people may need. We’re gearing up for that at-home experience. I think the majority of retailers should be offering everything to do with barbecues. They should ask themselves what barbecues involve – what are people going to be doing, and how are they going to be doing it?

We’ve put out lots of sharing bags, alcohol and snacks.

People will continue to shop locally, and you’ve got to ensure they can get everything they need at your store. We’re introducing a range of serving platters and disposable cutlery and plates. We’re creating a nice range of that next to our sharing bags, and arranged them to lead on to each other.

When people are entertaining at home, ‘premiumisation’ has been a major trend. Because people haven’t been spending so much money on going out, they don’t mind spending a bit more on thing like crisps. We’ve also seen people move to more expensive, premium alcohol, rather than just going for whatever is on offer. There’s been a massive shift to champagne, the sales of which have gone up in our store.

It’s less about buying whatever is cheaper, and more about people wanting something nice. A lot of people aren’t going to travel abroad this year, and holidaying in the UK is quite expensive, so many people will be staying at home and will want to spend a bit more money on treating themselves.

Get in touch

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

16

PAID FEATURE ENERGY ADVICE

GET ACCURATE ENERGY BILLS WITH SMART METERS

1-14 JUNE 2021 betterRetailing.com

In partnership with

Avoid estimates and only pay for what you use. Ask your energy supplier if you are eligible for a smart meter

ENERGY EFFICIENCY THE Covid-19 pandemic has been incredibly challenging for businesses across Great Britain. As firms begin opening up amid continuing restrictions, many are assessing their financial situation and focusing on how to operate in this difficult new trading environment.

In these uncertain times, many businesses are looking for ways to save money and maintain a healthier bottom line. The good news is that getting a smart meter for your business is a small change that could make a big difference.

Smart meters are a great way to gain more control and understand how much energy you’re using. Since energy is a key expense that businesses factor into their outgoings, identifying ways to reduce your consumption could help you save money.

Smart meters are available for many businesses. Depending on your circumstances, your smart meter could come with an in-home display, which will enable you to see up-to-date consumption in pounds and pence, making it easier to visualise how much energy you actually use. In fact, some business owners who have had one installed said it highlighted areas of spending they weren’t even aware of. This could give you the information you need to help reduce your consumption and therefore save money.

On top of that, smart meters can help save you time. They can automatically send meter readings to your supplier, so you no longer have to. That’s one less thing on your to-do list.

Your energy supplier will be ready to fit your smart meter once your eligibility has been confirmed. They will arrange a date and time that is suitable for you and your business requirements. A trained installer will then call round to your premises and fit your smart meter, and after the installation process is complete, they can show you and your staff how it works and answer any questions you might have about it.

Contact your energy supplier about eligibility for your business

IT’S ANYTHING BUT AVERAGE

FINALISTS ANNOUNCED

MARKETING TO CUSTOMERS In association with Suntory Beverage & Food GB&I

CUSTOMER SERVICE In association with Post Office

EFFECTIVE RANGING In association with Coca-Cola European Partners

Day-Today Stenhousemuir, Stenhousemuir H & Jodie’s Nisa, Walsall McLeish, Inverurie Raven’s Budgens, Abridge

Costcutter Armthorpe, Doncaster Go Local Belle Vue Convenience, Middlesbrough Nisa Cherry Hinton, Cambridge Tenby Stores & Post Office, Tenby

Ash’s Shop Fenstanton, Huntingdon Londis Ferme Park Road, London Tysoe Village Stores, Warwick Welcome Faversham, Faversham

IN-STORE DISPLAY

RESPONSIBLE RETAILING

STAFF DEVELOPMENT

In association with Mondelez International

Bradley’s Supermarkets, Loughborough Costcutter Kirk Sandall, Doncaster CT Baker Budgens Aylsham, Aylsham Hampstead Norreys Community Shop, Hampstead Norreys

In association with JTI

Costcutter Epsom, Epsom One Stop Etwall, Derby Spar Wigston, Leicester Wharfedale Premier, Hull

In association with BAT UK

Londis Caterways, Horsham London Road Bakery, Boston Spar Pennings Road, Tidworth Vicky’s Convenience Store & Post Office, Bromsgrove

The Independent Achievers Academy (IAA) is a learning and development programme for independent news and convenience retailers, helping improve standards, grow profits and celebrate success. Congratulations to the 41 local shops that are exceeding expectations in the 12 IAA disciplines.

Twelve Category Stars, Best Innovation and the Overall Best Shop will be announced at the IAA Virtual Gala on 15 July.

#IAA21

INNOVATION – the most innovative changes made to add value to retailers’ stores, or for their customers Costcutter Armthorpe, Doncaster Premier Morley, Leeds Nisa Local Halesowen, Halesowen Spar Rocket Stores, Bolton

AVAILABILITY In association with Mars Wrigley

SHOP LAYOUT In association with Retail Express

MERCHANDISING In association with Vape Retailer

Budgens of Holt, Holt H & Jodie’s Nisa, Walsall Londis Caterways, Horsham Londis Chatsworth Road & Post Office, Chesterfield

Bradley’s Supermarkets, Loughborough Budgens Arbury, Cambridge Jack’s of Blantyre, Glasgow Whites Calver, Calver

Ash’s Shop Fenstanton, Huntingdon Costcutter & The Food Shop, Swanage Simply Fresh - The Forge Shop, Worcester Spar Rocket Stores, Bolton

SERVICE TO THE COMMUNITY

DIGITAL ENGAGEMENT

ENVIRONMENTAL SUSTAINABILITY

In association with RN

H & Jodie’s Nisa, Walsall Spar Pennings Road, Tidworth Woosnam & Davies News, Llanidloes Wych Lane Premier, Gosport

In association with betterRetailing.com

London Road Bakery, Boston MJ’s Premier Store, Royton One Stop Mount Nod, Coventry Stretford Foodhall, Manchester

In association with JTI

Aberdyfi Village Stores, Aberdyfi Bradley’s Supermarkets, Loughborough Bridge Stores Goonhavern Londis & Post Office, Goonhavern Londis Caterways, Horsham

WANT TO BE PART OF THE IAA? Visit betterRetailing.com/iaa-finalists-2021 or call 020 7689 0500 and we’ll be in touch with advice to help grow your sales and profits, and details of how you could make this list in 2022

CATEGORY ADVICE SOFT DRINKS TRENDS

20

MAKE THE MOST FROM SOFT DRINKS Soft drinks are an incredibly important part of a convenience offering, but what is in store for this category? CHARLES WHITTING finds out

the stat

£2.5bn

WHAT DOES THE FUTURE HOLD FOR SOFT DRINKS? CUSTOMER habits and preferences are always changing, but few years have seen such stark differences in purchasing behaviour as the past 12 months. The question for retailers and suppliers alike is which changes were purely driven by Covid-19 and which will outlast the pandemic to become lasting desires and demands.

The most obvious change was the huge drop in on-thego sales, with smaller bottles and cans taking a considerable

hit in sales, which was offset by a growth in larger bottles and multipacks. “We’ve seen a 23% increase in take-home soft drinks and a 12% drop in dayto-day, on-the-go products,” says Meten Lakhani, from St Mary’s Supermarket in Southampton. “Sales of dilutes have increased. It will stay like this for the rest of the year. There are still a lot of people not returning to work until September.”

With at-home socialising likely to return before wide-

spread commuting, retailers should expect demand for multipacks to remain strong as people look to spend their summer in the back garden with their friends and families. The challenge for retailers will be to maintain strong sales in takehome soft drinks, while regrowing on-the-go purchases.

“We expect larger packs to remain in high demand this summer as people start to socialise again, with consumption in and around home likely

The value of the convenience soft drinks category

to continue. Value sales of our Coca-Cola multipacks are up by 25.8% in independent and symbol stores,” says Amy Burgess, senior trade communications manager at Coca-Cola European Partners (CCEP). “However, we expect on-the-go occasions to return as restrictions are eased and the weather improves.

That’s why it’s important for retailers to find the right balance between on-the-go and athome formats, keeping space for both.”

LUCOZADE, LUCOZADE ENERGY and the Arc Device are registered trade marks.

**Recommended retail price.

cider

CATEGORY ADVICE SOFT DRINKS TRENDS

1-14 JUNE 2021 betterRetailing.com

23

THE GROWTH OF HEALTHY HABITS THE sugar tax on soft drinks may have been imposed by the government, but customer demand for healthier drinks has been on the rise for some time now in any case, making a range of healthier, sugar-free options a profitable investment for most retailers. Repeated lockdowns have only increased people’s awareness of the need to eat and drink more healthily.

“We have seen a long-term trend towards drinks with lower sugar as consumers are becoming more aware of their health and well-being,” says Matt Gouldsmith, wholesale channel director at Suntory Beverage & Food GB&I (SBF GB&I).

“With 45.8% of soft drinks shoppers agreeing they ‘try to lead a healthy lifestyle’, retailers should ensure their chillers are stocked up on lower-sugar soft drinks.”

Bobby Singh, from BB Nevison Superstore in Pontefract, has expanded his soft drinks of-

fer to include a focused range of sugar-free and healthy drinks.

“There’s a lot more awareness of sugary and sugar-free drinks,” he says. “At one time, the flavour or the branding was the deciding factor for the customer. Now, I think the sugar quantities and the healthiness of the drink are having a big impact on decisions. We’ve had to bring those in store to cater for customers. Volvic flavoured water has done well for us, especially Strawberry. That’s a big seller in all sizes. Health is a big market now and a lot of customers do look at that across the board in food and protein bars and the rest. It’s a big factor.”

It’s not just sugar that customers are looking to cut from their soft drinks intake. The total market value of non-dairy drinks is now £367m and is experiencing a 41.% year-on-year growth in convenience.

“More than 500,000 people signed up to Veganuary in

2021, surpassing 400,000 in 2020, and so we are delighted to be able to offer consumers additional ways to enjoy

their favourite brands.” says Michelle Frost, general manager at Mars Chocolate Drinks & Treats.

the stat

17%

The seasonal uplift in flavoured carbonates

SUPPLIER

VIEW

Simon Gray, Founder and managing director, Boost Drinks “TO maximise soft drinks sales, consider what you stock as well as how products are merchandised.

“With regards to developing a strong range, it’s important that retailers offer products that suit a wide range of tastes and budgets.

“When it comes to merchandising, at the simplest level, we would recommend making bestselling brands accessible and positioning them at eye-level.

Signposting the aisles and directing people to what they need with ease will also make it even more likely for them to purchase.

“We would also recommend using PoS displays to draw shoppers’ attention to new products and promotions.”

CATEGORY ADVICE SOFT DRINKS TRENDS

24

LOOKING FOR A QUALITY EXPERIENCE FOR many customers, saving money is the driving force behind purchasing decisions. Retailers should therefore always have a range of value options on their shelves. But for an increasing number of people, value for money is determined not so much by an item’s price, but by its quality. More people are willing to spend that little bit more to ensure that they get something that is that little bit better. Bobby Singh has seen that shift in his customers. His

Tango Ice Blast machine, something he previously thought customers would not be willing to pay for, has become a massive hit in store, despite its comparative cost.

“Once, I wouldn’t have thought slush machines would work and it would be better to get something that I could sell for a pound. But with Tango Ice Blast I’m looking at £3.50-£4.50 per drink. I would have said ‘you’re mad’ if someone had recommended Tango Ice Blast

top tips from britvic

Highlight new products New products should be given extra visibility to encourage customers to try something different. Include PoS to highlight the fact that it is a new addition.

Be visible Make sure soft drinks are in a prominent location in store, such as close to other on-the-go food items for smaller formats, and use gondola ends for take-home soft drinks.

Restock shelves frequently to keep up with demand – any gaps in the chiller represents potential missed sales.

Cross-category merchandising Create dedicated fixtures to locate complementary products together to encourage cross-category purchases and increase basket spend. For example, site larger soft drinks formats with crisps, snacks and confectionery for big-night-in occasions.

Social media Use social media as a tool to promote any offers you are running in store. This will encourage customers to come in and check them out, even picking up other items along the way.

Offer value PMPs are a key sales driver and need to be available next to regularly priced soft drinks to ensure that shoppers have a clear choice when it comes to selecting a soft drink.

Wellness drinks Understand that wellness drinks are a future growth driver of the soft drinks category. Therefore, it’s important to stock these drinks, such as Purdey’s, which delivers the important benefits shoppers look for in functional soft drinks – taste, wellness and energy.

to me a few years ago, but they sell consistently throughout the year. Times have changed. And customers are happy to pay for premium-quality products and treat themselves. There are still customers who look for value for money and give price a priority, but there is a change in balance where the quality product is even weighted more than the value.”

Meten Lakhani has also seen a considerable rise in popularity for his slushie machines as

people’s expectations rise and they seek something more than a simple on-the-go can or bottle from their convenience store when they head out to socialise in parks and gardens. “They’re flying out,” he says. “We have Fanta and Coke slushie machines. The Fanta Strawberry and Tango Ice Blast are really working. We sold 200 on the first day, including online. It was a £13,000 investment, but I could make £1,000 a week and cover that cost over one summer.”

1-14 JUNE 2021 betterRetailing.com

RETAILER

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Bobby Singh BB Nevison Superstore, Pontefract “WITH Covid-19, customers have been consuming a lot at home and haven’t been able to go on holiday, so we’ve seen an increase in sales.

“In this day and age, presentation is key for impulse buys. Where you place things in store and your merchandising are essential factors. It’s about having that more professional display in your store and thinking about what can work better in which place.

“I’m a big believer in every store is different and every customer base is not always the same. Look at your customer base and see what kind of shoppers you’ve got and don’t rule out anything. Look at the trends out there and what’s working.”

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CATEGORY ADVICE SOFT DRINKS TRENDS

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1-14 JUNE 2021 betterRetailing.com

FLAVOURED OPTIONS AND PMPS WHILE the established favourites will always make up the majority of sales for convenience stores and therefore demand most of the shelf space, the category has also been defined in recent years by new flavours entering the market to match customers’ desire for something different and their willingness to experiment.

“Flavours now make up 30% of the stimulation market and are in 12% growth,” says Simon Gray, founder and managing director at Boost Drinks. “In recent years, flavours have become a key purchase driver for consumers, with 39% of stimulation shoppers making their

purchases based on flavour. To make the most of this trend, it’s important that retailers offer a large range of products that suit differing tastes to drive incremental basket spend.”

With flavours a growing phenomenon and even new styles of soft drinks also growing in popularity, new lines are being launched on a regular basis. For retailers, they offer opportunities to capture customers’ attention and increase spend. When showcasing new products, it is important to give them pride of place. Ed Woolner, Feel Good general manager, believes that price-marked packs (PMPs) are a great way

to encourage trial purchases of new lines.

“We believe that visible PMP pricing encourages shoppers to try new products with the confidence that the price will be the same next time they visit, encouraging repeat purchase.”

With such an array of flavours available, customers can easily become disorientated, reaching out instead to drinks which with they are familiar.

The way that you stock your soft drinks should take them on a journey, guiding them through different styles and flavours to encourage experimentation, incremental sales and then repeat purchases.

“We worked with Umesh Patel, of UP1 News in east London, to find out how small changes can help to grow soft drinks sales” says SBF GB&I’s Matt Gouldsmith. “After putting all flavoured carbonates together in one block in the chiller, sales grew by 7.1%.

“Range formats within each category together so they flow smoothly. Putting colas together, for example, and then segmenting this section further into cans and formats, will improve the ‘shopability’ of the category by making it easier to find the right format.”

new launches

Tango Sugar Free Dark Berry Britvic has introduced a new flavour to its Tango sugarfree range. The new flavour will be available in six-can multipacks and 2l bottles. For impulse purchases, it is also available in singles, with the addition of a £1 PMP 500ml bottle. “The addition of Tango Dark Berry brings a mouth-watering taste of sweet, tangy raspberries and rich blackberries ensuring shoppers don’t have to compromise on taste when choosing a healthier option,” says Britvic’s Phil Sanders.

Aqua Libra Raspberry & Blackcurrant In March, Britvic added Aqua Libra Raspberry & Blackcurrant to its infused sparkling water range, joining Cucumber, Mint & Lime and Pineapple & Grapefruit in single 330ml cans, with a multipack rolling out in May to capitalise on the take-home occasion.

New Purdey’s products Purdey’s has added two new products – Refocus and Replenish – to its range. Refocus is a blend of dark fruits, naturally caffeinated and contains guarana and B vitamins – inspired by people wanting to stay mentally sharp.

Replenish is a lighter blend of sparkling raspberry juice with rose extract. It contains fewer than 50 calories per bottle, and is enriched with B vitamins and magnesium to help restore natural balance.

Plastic-free Feel Good Drinks Nichols PLC has relaunched Feel Good Drinks, a sustainable purpose-led range of flavoured sparkling waters, with a 100% natural new drink formulation, in plastic-free packaging. It is available in 330ml cans, with just 27 calories per can, in three flavours: Peach & Passionfruit, Rhubarb & Apple and Raspberry & Hibiscus.

Ribena Sparkling Ribena has launched Ribena Sparkling in two flavours.

Ribena Sparkling Blackcurrant and Sparkling Raspberry are both available in 500ml and 2l bottles, and 330ml single cans.

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CATEGORY ADVICE EPOS

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USING SALES DATA With the need for customer retention clashing with a rise in online shopping, JASPER HART looks at how EPoS can help retailers stay competitive

THE NEED FOR EPOS THE past year has highlighted the importance of a robust EPoS system to independent retailers, and that importance has only been amplified as we reach the halfway point of 2021. Retailers have had to prove themselves to their local communities throughout lockdown, and many did with aplomb.

But coming out of lockdown, they face challenges around customer retention, new delivery rivals such as Getir, and

even the prospect of competing with checkout-less shopping as seen in Amazon Go’s pilot store in Ealing, west London. A good EPoS system can help retailers keep pace with these challenges and help to retain the trust – and spend – of the shoppers they have gained in the past year.

“Technological advancements in the retail sector now provide an in-depth understanding of how the modern consumer is shopping, as well

as invaluable data to help retailers identify shopping habits and bestsellers and predict busy periods,” says Richard Cox, managing director at West Bromwich-based provider Langley Compass Group.

“This information is especially important while retail begins its economic recovery post-lockdown, as retailers have access to data that can inform stock-purchasing, staffing levels and the maintenance of social distancing.”

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Darren Nickels, retail technology operations director, Henderson Technology “IN addition to the arrival of Amazon Go stores in the UK, there is now a focus on ‘frictionless retail’, which allows shoppers the easiest possible way to get what they need from a store. There are many steps on the journey between what can be considered to be a traditional store and an Amazon Go-style store where no checkouts exist. We will begin to see more retailers adopting many of these types of technologies in the coming years.”

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MAKING THE MOST OUT OF EPOS HAVING an EPoS system in place is all well and good, but retailers also need to know how to use it. “The challenge with these technologies is whether they are used in the correct manner to allow businesses to get the most out of the information that is made available,” says Cox. “There are far too many instances where businesses have the technology, but don’t use it to its full potential, and in turn view it as a poor investment. For retailers to reap the rewards of technology such as

EPoS, they need to ensure they fully maximise all it can offer.”

Retailers should see how their EPoS can help them beyond the immediate till setting. “EPoS should be saving you time in operational roles and systems so you can give better customer service,” adds Christine Hope, of Hopes of Longtown in Herefordshire.

“It saves time and money, but you should use that saved time and money to improve the customer experience, because if you don’t do that, you won’t make the additional gains.”

Hope combines the high level of inventory management in her EPoS system (provided

by The Good Till Company) with the comparatively low-tech telephone ordering service her shop provides.

“We have a headset on with our trolley, till and scanner in front of us, and we can pick what shoppers want while talking to them on the phone.

If we haven’t got the extramature cheddar they want, we can offer a nice organic brie, and we can offer that extra customer experience.”

29

SUPPLIER

VIEW

Adrian Felton, managing director, TLM Technologies “TWO main reasons stand out as to why retailers should have an EPoS system. One: retailers without an EPoS system will be left behind – today’s shoppers expect levels of customer service in line with a digital world.

Two: to make the best decisions for their business, retailers need to free themselves from time-consuming laborious tasks, such as manual price changing, and use the time saved to make intelligent decisions based on real-time data provided by their EPoS systems. They offer additional revenue streams and efficiencies to their existing operations.”

BEING AGILE IN THE MODERN WORLD WITH the easing of lockdown restrictions, there are predictions about how shoppers will change their spending habits. But with unpredictable weather and the tiered opening structure, retailers need to be more flexible and responsive than ever. “Whether the channel is home delivery, scan in-

store, wastage apps or loyalty, integrations make sure retailers have control via real-time information to allow them to make quick decisions, increase revenue streams and deliver great customer service,” says Adrian Felton, managing director of TLM Technologies.

“Our EPoS gives us the ability

to pick out our top 100 sellers each day, week or month, which reinforces in our mind what is selling,” says Vince Malone, of Tenby Stores & Post Office in Pembrokeshire, who has been kept on his toes by fluctuating footfall as restrictions have lifted, but the weather has not necessarily improved in tandem.

“It also gives us the capability to pick up not only the biggest sellers, but also the biggest revenue drivers in terms of profit, and those aren’t always the same thing. That gives us a sense of focus on where we can make the biggest differences in the shop, using the ‘80-20 rule’ that 20% of what we do

will make 80% of our profit.”

Hope, meanwhile, benefits from her system being cloudbased, giving her access to any pertinent information wherever she is. It also is synced directly to her accounts, reducing the amount of data entry she needs to do and giving her more time to think ahead.

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CATEGORY ADVICE EPOS

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1-14 JUNE 2021 betterRetailing.com

LOOKING TO THE FUTURE “WE’RE looking at being costeffective, and how to resource staffing to make that happen, and we don’t have straight answers,” says Hope.

“We’re on a journey to be better in two years’ time, and we’re going to do lots of research, but there are so many opportunities out there it’s unbelievable.”

EPoS providers also need to be flexible, not only to give retailers a base level of customer service, but also to change their offering and respond to

retailers’ concerns and feedback about helping them develop their offerings in such a competitive environment.

“An important thing [for a retailer] to consider is whether the technology will stand the test of time,” says Cox. “Is there the ability to upgrade software should new features be introduced?”

For example, Malone would like to integrate product code checking into his system, which could allow him to check which of his products are

reaching their expiration dates in one place – he currently manually enters the data onto a spreadsheet on his back-office computer. “With regards to managing our business, that would be the one thing that would make me look at another system,” he says.

Another less urgent example is Malone’s provider not yet being compatible with Apple devices, a shortcoming which he says he is being kept up to date with.

epos providers Shopmate EPoS retaildata.co.uk Henderson Technology henderson.technology Langley Compass Group langleybusinesssystems.co.uk The Good Till Company thegoodtill.com TLM Technologies tlmtechnologies.co.uk HTEC htec.co.uk Point Four pointfour.co.uk

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Danyal Shoaib, Hylands Store, Leatherhead, Surrey “WE’VE invested in more technology in the past year than we have in the past decade. evoPOS from TLM has integrated all the apps and services I wanted including home delivery, Near St, fuel monitoring software and innovative cash processing. “evoBackOffice has been a game changer for my business. I was in the process of hiring a store manager, but since having it installed I’ve realised I don’t need to. The fact I can use it from anywhere on a variety of devices means I don’t have to be onsite to manage my store – in fact, I use it on my mobile around 60% of the time. The auto-ordering function works brilliantly and has drastically cut down the amount of time I spend on ordering to just a few minutes.”

DON’T MISS THE NEXT ISSUE OF RN OUT

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Post-pandemic: what to expect this summer – and how to get your shop ready PLUS Special report – newspapers: the latest consumer trends you need to know THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ERS TITLE RETAIL FOR N IENCE EN V EWS A N D CO N ND CO A S NVEN R NEW IENCE FO The biggest mistakes TITLE RETAIL G IN ERS AD these local shops THE LE reat est th e bigg stores’ ‘It’s thnveniencebillion-pound findTHAT MATTERS ● betterRetailing.com ● 21.05.2021 to co new multialsRETAIL andNEWS

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CATEGORY ADVICE CHEESE & DAIRY

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FIND NEW DELIGHT IN YOUR DAIRY CATEGORY The outbreak of Covid-19 has led to new trends boosting sales of cheese and dairy in convenience. JOANNA TILLEY finds out what retailers can do to keep up with demand

HOW DEMAND FOR DAIRY IS EVOLVING WITH more lunches taking place at home, a growing desire from consumers to trade up and more cooking from scratch, cheese and dairy have been thriving since the start of Covid-19. Philadelphia, for example, experienced double-digitgrowth during the pandemic.

Warwickshire retailer Bart Dalla-Mura, of Tysoe Village Stores, told Retail Express his cheese and dairy sales have gone up 20%, with home baking going “bananas” over the

past year. Soft cheeses such as mascarpone and ricotta, which he previously struggled to sell, are now selling within their shelf live, and there is a greater demand for specialist cheeses such as feta, halloumi and paneer. Dalla-Mura’s experience matches up with Saputo Dairy UK’s statistics, which found that consumers spent 11.8% more on cheese in convenience in the year up to March 2021, with 900,000 more shoppers buying in the channel.

“Growth has been delivered across all sectors with block (+14%), grated (17%) and recipe (21%) sectors driving the most dynamic growth,” says Neil Stewart, Cathedral City marketing controller. However, due to less demand for foodto-go products, Stewart says mini-cheese formats have taken a hit as people opt for bigger formats, such as blocks.

“With easing of lockdown measures from late May and phased return to workplaces,

we have observed shoots of recovery for our Cathedral City grab-and-go snacks, with rate of sale climbing back towards pre-lockdown levels,” clarifies Stewart.

Always popular, everyday block cheese has driven volume and value ahead of the category in convenience retail, as home-bound households have sought flexible meals.

“Cathedral City has significantly outperformed the sector (28.8% volume, +34.8% value).

Its 350g mature, 200g mature, and 350g extra mature blocks are the top three branded

block products for value sales in traditional convenience,” says Stewart.

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Read Vape Retailer to get your offer right and cash in on this huge opportunity.

COMING UP IN THE JUNE ISSUE OF VAPE RETAILER • ‘How I doubled my vape sales’: The inside story on how one convenience retailer doubled sales of vape products in his 650sq ft store • Appealing to first-time vapers: From asking customers the right questions to stocking the right range, everything you need to grow sales from new vapers PLUS Analysis: With vaping in the spotlight as one of the best ways to help smokers quit, we find out how convenience stores can benefit

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*Compiled by The Retail Data Partnership using exclusive EPOS data from 3,451 independent stores across the UK.

CATEGORY ADVICE CHEESE & DAIRY

34

SPECIALITY CHEESES AS consumers upgrade everyday occasions with affordable luxuries, such as speciality cheeses, Heloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland, says French continental cheese brand Président has seen a rise in popularity. She adds that mozzarella brand Galbani is driving growth with +57% value sales as consumers have taken to scratch cooking during the pandemic.

When it comes to selling mozzarella, retailers should be mindful of the effect seasons

have on its popularity. During the spring and summer months there is a peak in sales of mozzarella, which begins in April as daylight hours get longer.

“Sales of Galbani mozzarella 125g and Galbani Burrata 150g grew by 94% and 182%, respectively, during the months of May to August 2020 (versus the previous period of January to April),” says Le Norcy-Trott.

“This growth is due to consumers using mozzarella and burrata products as key ingredients for their barbecue and al fresco dining.”

With 73% of consumers seeing cheese as an easy way to get protein and 55% deeming it a healthy snacking choice for children, retailers should also be aware of cheese’s growing health credentials amongst shoppers. To capitalise on this trend, Bel UK has launched Babybel Plus with two varieties, Babybel + Vitamins and Babybel + Live Cultures. “Offering the classic taste of Babybel, Babybel Plus is now available to retailers nationwide in cases of 20,” says Emma Preston, brand manager at Bel UK.

CASE

STUDY

BUTTERS AND SPREADS DUE to the increase in scratch cooking and home baking, Emilie Grundy, butter, spreads, oils and plant-based marketing controller at Saputo, says butters and spreads have grown almost 11% in the year to March 2021. Saputo’s Clover brand is bought by almost three in every 10 households, and has delivered 13% revenue growth in convenience in the latest year, outpacing spread sector growth almost threefold.

With value for money high on the agenda for those struggling during the pandemic, value brands such as Utterly Butterly are delivering growth as they instil consumer trust and drive rate of sale. “Showcase ways shoppers can save money, for example price-marked packs (PMPs), TPRs and bundle deals, and consider ranging value propositions such as Utterly Butterly,” says Grundy.

Retailer Dalla-Mura reports

that spread sales in his store have been on the decline, with more customers moving back to butter. “Due to home baking and cooking from scratch, our good-for-you spreads, such as the Benecols and others, have struggled a bit, and butter is back,” says Dalla-Mura. “Butter sales have gone up a lot in proportion to margarine sales.

Wyke Farms brand sells well due to its value and Président butter also does quite well.”

Jey Sivapalan, Go Local, Derby RETAIL Express and Mini Babybel teamed up to give away a store makeover and a month’s worth of stock to one lucky retailer, Jey Sivapalan. By placing a Mini Babybel-branded fridge by the till, grouping snacking products together and adding visible PoS across the fixture, Sivapalan saw his sales double with an increase of 22% in Babybel sales alone. This shows how important correct merchandising is when it comes to driving sales and impulse purchases.

“Fresh and chilled products are always in high demand, so it’s important that I have good availability,” says Sivapalan. “My chiller is now merchandised logically and it’s easier for my customers to find what they’re looking for quicker. Introducing a secondary siting has also really helped to increase impulse sales.”

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Some photos on this page were taken before the Covid-19 pandemic

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DAIRY-FREE OPTIONS WITH vegans and vegetarians projected to make up a quarter of the British population and flexitarians just under half of all UK consumers by 2025, retailers ignore this growing movement at their peril. Grundy tells Retail Express that Saputo’s dairy-free spread, Vitalite, is in growth and now valued at £11.7m.

“Plant-based dairy reached almost 45% household pene-

tration in November 2020, and more than one million new households bought into dairyfree spreads in the latest 52 weeks,” says Grundy.

Although vegan cheese is still in its infancy in convenience, Londis Harefield retailer Atul Sodha has introduced a Violife consumer pack, which works more effectively for the channel.

“I used to buy vegan cheese

from a catering warehouse, but this made the packs larger and dearer,” says Sodha.

“This format is handier for customers. I feel that you need to have vegan options as part of your category now.”

Sodha uses the dairy-free cheese slices in his vegan burgers and says it melts really nicely, and that he also has grated vegan cheese available in store.

RANGE AND MERCHANDISING RETAILER Dalla-Mura recently invested £20,000 on new fridges to display his cheese and dairy products more effectively. This has enabled him to organise his category properly, with European cheeses in one section and soft cheeses in another, and he believes this has increased his profits. “Often people assumed I didn’t have the product they were looking for,” says Dalla-Mura. “The fact our sales are still up on pre-Covid-19 numbers is because people are realising they can get everything they want

here, and there is no need to go to a supermarket.”

While offering a special deal on mainstream cheeses such as cheddar, Dalla-Mura says customers looking for speciality cheeses do not expect them to be on offer. Dalla-Mura stocks branded cheese labels as well as working with an independent cheese supplier in Warwickshire called Fowlers.

Lactalis’ Le Norcy-Trott recommends retailers stock a wide variety of flavours and formats to cater for different eating occasions and uses. “We also

recommend ensuring facings on the shelves are proportional to spend share of each area, such as the spend share for everyday consumption being 52%, recipe 17%, speciality cheese 12.2% and snacking 7.3%,” says Le Norcy-Trott. Another tip she suggests is positioning vertical ranges in a good, better, best flow where good is at the bottom of the bay and best towards the top.

The importance of PMPs should also not be underestimated as it can make a customer’s decision-making process

that much faster and easier.

“PMPs offer reassurance they are not being overcharged, while contributing to an overall positive price perception,” says Susan Nash, trade communications manager at Mondelez International.

“For retailers, the perception of improved value, convenience and trust from their customers make stocking PMPs a good option – with a fifth of shoppers even going as far as to say they would choose a particular convenience store if they knew it stocked PMP products.”

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Some photos on this page were taken before the Covid-19 pandemic

‘LET YOUR STAFF KNOW YOU TRUST THEM TO DO THE JOB’

The RETAIL EXPRESS team looks at the importance of staff training and how retailers can get the best out of them for the good of their store and community

What are the most important lessons you can teach staff members? – Gunel Zaidova, One Stop Town End, Sheffield

1

Nico Ali Scotch Estate Premier, Jarrow, Tyneside

“WHEN I’m going to employ someone, I always look out for the desire to learn in them. I want them to want to change themselves, to support us all and to follow advice. That’s the only way forward. But if they’re going to be laid back about the role and improving themselves and supporting us, I’m not interested.

“I always train my staff to be better and friendlier to our customers because it’s not my shop, it’s everyone’s shop. If I can’t get customers to come in, then there won’t be jobs for anyone.

Without customer support, we won’t have customers, and without customers, we won’t be here. I tell my team that if they need anything, they should just ask. We need to pull together and support each other. I tell my staff not to worry if they’ve done anything wrong or made a mistake. Life’s too short to �ight and argue. All these things will be left behind. What’s more important is that they learn from it and move on.”

2

Serge Khunkhun, One Stop Woodcross, Bilston

“YOU have to instil in staff an element of trust, so they know you trust them to do the job. In terms of training, the basics are making sure you are legal, so performing age-veri�ication training. Quite a lot of training resources are on the One Stop training portal – and modern slavery training is one of the things we have gone through recently. There is a legal requirement to complete in a timely fashion and make sure all staff go through that as well.

“These are the standards we want in store: how things are stocked, faced, cleaned and what controls are in place in terms of cash. For these we are careful not to micromanage.

There are staff that have been with us a long time and they know what is expected. With youngsters, we run through what we expect, but we let the permanent staff manage them, as they work on the same shifts together at the weekends.”

3

Vip Measuria, One Stop @ The Prior Way, Derby

“TRAINING is key in terms of letting people progress and also maintaining store standards and communication around what needs to be done. We have a WhatsApp group and online system through Retail Guardian. Through this, we make sure they have signed off on health and legal documents. They are prompted through the system with regard to age-veri�ication training – which they need to do every six months. In terms of store training, that is ongoing.

“We have an induction at the beginning. There are often different training schemes going on, such as range reviews and planograms that need to be changed and veri�ied. We brought in Retail Guardian three years ago and it has made a big difference. We are more organised, there are targets on there, staff can sign in and out, which helps with payroll, and we can set daily tasks that need to be completed.”

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