Retail Express - 7 May 2019

SOFT DRINKS SUCCESS How Lucozade Ribena Suntory is set to make this store an extra £9,664 a year P24 CATEGORY ADVICE

24

7-20 MAY 2019 betterretailing.com

In association with

RECHARGE YOUR SALES hamshire checks in with Bucking DE RIBENA RETAIL EXPRESS to find out how LUCOZA has increased retailer Dilmeet Singh expert Jemma Healy SUNTORY category ing his soft drinks range to drive sales. his sales by rearrang drinks display sparkle store in your soft visited Dilmeet’s is the time to make and strong the horizon, now Healy from Lucozade Ribena Suntory eye-catching display WITH summer on expert Jemma advice on how an retailers.

Last month, category ire, and shared her independent worth £1.7bn to Gerrards Cross, Buckinghamsh sales in a category core range can grow

AFTER

FOCUS ON DILMEET SINGH

Londis Gerrards Cross, Buckinghamshire

7-20 MAY 2019 STRICTLY FOR TRADE USERS ONLY

CHANGES CHALLENGES AND couldn’t

Shoppers we Prioritise bestsellers: products easily, so see the bestsellingspace in the chiller and gave them priority multiple facings. displayed them with To cater to different Segment the category:and needs, we blocked customers’ missions and then by brand to products by category easy to shop. make the fixture To drive excitement Create excitement: into trying something and tempt shoppersroom for new and limiteddifferent, we made next to big sellers. edition products by “I COULD I am not surprised straight away, so Adding new facings the sales increase. effective for our has been particularly have increased sales. Energy salesnew flavours have considerably, and display. Shoppers are helped refresh our the changes.” responding well to

3

data to find your Analyse your sales them priority in bestsellers and give the chiller. by by arranging drinks Make shopping easy easy to navigate. brand, making the chiller regularly, adding Refresh your displays new products next excitement by stocking to bestsellers.

LUCOZADE RIBENA SUNTORY’S TIPS

JEMMA HEALY

can find eye level so shoppers Place top-sellers at their favourite brands. layout, sales by focusing on Maximise year-round range and availability. by blocking categories Make it easy for shoppers and brands.

1 2 3

GET INVOLVED

Commercial activation controller, Lucozade Ribena Suntory

increased in Dilmeet’s store have the changes we made data to work out what sells best, the “IT’S great to see that Dilmeet is to look at the centrepiece of the category and as his sales. The key for top-selling products and then use those new and limited-edition products.” a signpost for exciting

SALES IN YOUR STOREadvice and tips, DRIVE SOFT DRINKS shop and for more To see more of Dilmeet’s /recharge-your-sales go to betterRetailing.com

IC E

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EXPERT ADVICE

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BEFORE

sales The predicted annual based increase for Dilmeet on data from the past six weeks

KEY LESSONS

1

THE RESULT

£9,664

SAYS the shop DILMEET see the change in

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MARK

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FUEL YOUR PROFIT

A MUST STOCK FOR 2019 *IRI UNIT RATE OF SALE, STIMULATION ENERGY CATEGORY, CONVENIENCE GB, 52 WEEKS ENDING 30TH DEC 2018.

HORIZON TRIAL

KNOW THE LAW

‘ONGOING INVESTMENT IS KEY’

The National Federation of SubPostmasters accuses rivals of takeover conspiracy

Get track and trace ready with our guide to the new tobacco legislation

How Lancashire retailer Simon Dixon keeps his shop looking fresh

P2

P19-23

P30

F L AV OURE D GIN I S IN G R OW

TH

SOFT DRINKS SUCCESS How Lucozade Ribena Suntory is set to make this store an extra £9,664 a year P24 CATEGORY ADVICE

24

7-20 MAY 2019 betterretailing.com

In association with

RECHARGE YOUR SALES hamshire checks in with Bucking DE RIBENA RETAIL EXPRESS to find out how LUCOZA has increased retailer Dilmeet Singh expert Jemma Healy SUNTORY category ing his soft drinks range to drive sales. his sales by rearrang drinks display sparkle store in your soft visited Dilmeet’s is the time to make and strong the horizon, now Healy from Lucozade Ribena Suntory eye-catching display WITH summer on expert Jemma advice on how an retailers.

Last month, category ire, and shared her independent worth £1.7bn to Gerrards Cross, Buckinghamsh sales in a category core range can grow

AFTER

FOCUS ON DILMEET SINGH

Londis Gerrards Cross, Buckinghamshire

7-20 MAY 2019 STRICTLY FOR TRADE USERS ONLY

CHANGES CHALLENGES AND couldn’t

Shoppers we Prioritise bestsellers: products easily, so see the bestsellingspace in the chiller and gave them priority multiple facings. displayed them with To cater to different Segment the category:and needs, we blocked customers’ missions and then by brand to products by category easy to shop. make the fixture To drive excitement Create excitement: into trying something and tempt shoppersroom for new and limiteddifferent, we made next to big sellers. edition products by “I COULD I am not surprised straight away, so Adding new facings the sales increase. effective for our has been particularly have increased sales. Energy salesnew flavours have considerably, and display. Shoppers are helped refresh our the changes.” responding well to

2 3

data to find your Analyse your sales them priority in bestsellers and give the chiller. by by arranging drinks Make shopping easy easy to navigate. brand, making the chiller regularly, adding Refresh your displays new products next excitement by stocking to bestsellers.

BEFORE

sales The predicted annual based increase for Dilmeet on data from the past six weeks

KEY LESSONS

1

THE RESULT

£9,664

SAYS the shop DILMEET see the change in

LUCOZADE RIBENA SUNTORY’S TIPS

can find eye level so shoppers Place top-sellers at their favourite brands. layout, sales by focusing on Maximise year-round range and availability. by blocking categories Make it easy for shoppers and brands.

1 2 3

GET INVOLVED

EXPERT ADVICE JEMMA HEALY

Commercial activation controller, Lucozade Ribena Suntory

increased in Dilmeet’s store have the changes we made data to work out what sells best, the “IT’S great to see that Dilmeet is to look at the centrepiece of the category and as his sales. The key for top-selling products and then use those new and limited-edition products.” a signpost for exciting

SALES IN YOUR STOREadvice and tips, DRIVE SOFT DRINKS shop and for more To see more of Dilmeet’s /recharge-your-sales go to betterRetailing.com

R E V I L E D O T E R U FAIL Parcel model in crisis as insider warns retailer commission cuts will continue P3

HORIZON TRIAL

KNOW THE LAW

‘ONGOING INVESTMENT IS KEY’

The National Federation of SubPostmasters accuses rivals of takeover conspiracy

Get track and trace ready with our guide to the new tobacco legislation

How Lancashire retailer Simon Dixon keeps his shop looking fresh

P2

P19-23

P30

our say

Chris Dillon, editor – insight

The time for meaningful action on plastic waste is now

The five biggest stories this fortnight 01

NFSP accuses CWU of on Post Office conspiracy

ALEX YAU COMPOSTABLE, 100% biodegradable, fully recyclable, carbon neutral, low emissions – the language around environmental issues has become the latest discourse to be confounded by confusing jargon.

Whether it’s multiple retailers pledging unspecific targets for reducing plastic in far-away decades, or bottles of water carrying a ‘please recycle me’ flash that are then discarded on the pavement, your customers are being bombarded with these messages on every billboard and product they buy.

The trouble is, the environment is an issue that invokes such passion that people who do care know the claims made by the majority of these companies are either too little, too vague, or cynical marketing ploys.

The growing voice of protest THEY EXPECT groups such as Extinction Rebellion, which brought parts of London to a EVERY BUSINESS standstill earlier this month in the – EVEN THEIR name of net-zero greenhouse gas emissions, shows that this issue LOCAL RETAILER isn’t going away.

– TO TAKE The clean, green claims by DRASTIC ACTION these companies are not fooling anyone. The general public are no longer turning a blind eye to environmental issues and they expect every business – even their local independent retailer – to take drastic action.

Whether it’s stocking more loose fruit and veg, leading local litter picks or selling reusable coffee cups, there are so many ways that you can be part of changing your local community – and the world – for the better. Lead the way.

FOR MORE OPINION, GO TO PAGE 14 @retailexpress betterRetailing.com facebook.com/betterretailing Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Editor – news Jack Courtez @JackCourtez 020 7689 3371

News editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Features editor Daryl Worthington @DarylNewtrade 020 7689 3390

Features writer Priyanka Jethwa @Priyanka_NT 020 7689 3355

Reporter Alex Yau @AlexYau_ 020 7689 3358

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Head of design Anne-Claire Pickard 020 7689 3391

Production editor Ryan Cooper 020 7689 3354

Editor in chief Louise Banham 020 7689 3353

Head of sales Matthew Oliver 020 7689 3367

Sub editor Jim Findlay 020 7689 3373

Account director George McCracken 020 7689 3364

Sub editor Tom Allaway 020 7689 3395

Account director Charlotte Jesson 020 7689 3389

Designer Jody Cooke 020 7689 3380

Account manager Jon Melson 020 7689 3372

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Published by: Newtrade Publishing Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

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nothing to do with whatsoever.”

However, the CWU’s aim to replace the NFSP was only for the interest of subpostmasters, according to its postmaster branch secretary, Mark Baker. He said: “It’s immature for him [Greenhow] to use the language he has.

Bestway own label

BESTWAY is to help its retailers boost their ownlabel range with a rollout of new products available from the summer.

The range was unveiled in secret in Glasgow in April at the �irst of three nationwide retail development seminars exclusively for Best-one re-

tailers who agreed to sign non-disclosure agreements.

RN was told the wholesaler has focused on new products in the Best-one ready meal range.

Read more at betterRetailing.com/ bestways-secretplans-for-own-labelrange-revealed

We’re not out to get the NFSP. We’re preparing the framework to secure union recognition for subpostmasters.

Without a body independent of the PO, postmasters will continue to get a raw deal from the PO. “They have signed this deal with the PO, which ren-

03

ders them subservient and you won’t get any meaningful representation. This has been recognised by a High Court judge.”

An upcoming tribunal will decide whether subpostmasters qualify for ‘worker status’, allowing collective bargaining by the CWU against the PO.

Co-op own label

NISA and Costcutter retailers that pricematch nearby Coop stores experience negative gross margins on 4.9% of Coop own-label lines.

The RRPs for Costcutter and Nisa stores were compared with the prices of 184 lines in a London Co-op store. Overall, Nisa and Costcutter RRPs were

respectively 6.83% and 4.73% higher than Co-op’s pricing.

When pricematched, gross margins fell by 12.7% and 9.7%, respectively.

Read more at betterRetailing.com/ negative-grossmargins-on-co-opown-label

Sales support executive Michela Marino 020 7689 3382 Head of marketing Jessica SalisburyFielder 020 7689 3352 Managing director Parin Gohil 020 7689 3375

Management accountant Abigayle Sylvane Production coordinator Business Ashley Reid development executive 020 7689 3383 020 7689 3368 Kurran Jagpal 020 7689 3363 Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85

THE National Federation of SubPostmasters (NFSP) has accused rival trade body the Communication Workers Union (CWU) of conspiring to replace it amid ongoing Horizon trials.

In March, Justice Fraser at the High Court in London ruled the NFSP was not independently acting in subpostmasters’ interests. The trial was the �irst of four to decide whether losses blamed on retailers were caused by faults in the Post Of�ice’s (PO) Horizon till system.

NFSP chief executive of�icer Calum Greenhow dismissed the claims and said Justice Fraser “allowed the court to be embroiled in a conspiracy theory” by the CWU. “There’s a rival organisation that wants to occupy the space we do.

“Its membership is small in relation to the subpostmaster network and it represents the Crown Post Of�ice network, which is being closed because it’s unpro�itable and costs them money.

“They’re trying to embroil us in something that we have

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

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

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

04

Brexit price tips

THE government has stressed the importance of food prices and security amid Brexit in the latest parliamentary debate.

During last week’s discussion, Lord Bilimoria quoted British Retail Consortium chief executive Helen Dickinson: “The bigger threat

to food in�lation remains the risk of a chaotic no-deal Brexit, which would lead to higher prices.”

GlobalData analyst Thomas Brereton has urged independents to focus on store standards and customer service rather than price.

05

Rising knife crime risk

THE risk to shop staff from knife attacks is on the rise, with the Of�ice for National Statistics (ONS) reporting a signi�icant increase in offences involving bladed weapons.

The ONS reported a 6% rise to 40,829 offences, the highest annual number since 2011.

A third of offences were in London, followed by the UK’s other major metropolitan areas. Manisha Kumar, owner of Kumar News in Manchester, advised retailers to be mindful of who is in their shop.

“We’ve had customers show us they have a knife,” said Kumar.

@retailexpress facebook.com/betterRetailing

7-20 MAY 2019 betterRetailing.com

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

Parcel commission rates squeezed by competition MEGAN HUMPHREY PARCEL commission rates paid to stores are falling and an industry insider has warned that the trend is likely to continue.

PayPoint launched its CollectPlus eBay partnership in November with 25p commission per parcel, a 28.6% decrease on commission paid by the �irm for Yodel parcels.

Last week, MyHermes announced that commission on sent and returned parcels would be slashed by 12.5% from July.

Speaking to Retail Express,

a UPS insider said: “Parcel companies are beginning to realise that the service costs a lot to run, it’s tech heavy and requires a big support team and plenty of drivers.”

Asked about the impact of increased competition from different click-and-collect networks for contracts, the insider said: “Commissions aren’t going to go up, if anything they are going down. Watch this space, because it’s not all going to be roses.”

Meanwhile, parcel volumes are falling for retailers who receive higher commissions due to contract losses. DHL,

which runs PassMyParcel, informed retailers it would no longer be handling Amazon parcels last August.

Graeme Pentland, owner of Ashburton Village Store in Newcastle upon Tyne, who receives 50p per parcel, said collections had fallen by 95%.

“Now I’m lucky if I get �ive a week,” he said.

Informed about the new cuts to retailer terms at other providers, Pentland said: “Parcels were supposed to be the saviours of small shops, but now they are looking more like newspapers, slowly cutting our terms.”

Speaking previously to Retail Express, former PayPoint CEO Dominic Taylor said that parcel volumes from the eBay deal would make the service pro�itable for retailers.

Like the UPS insider, he suggested the cost of car-

GOOD WEEK LONDIS: Partnered retailers were given two reasons to celebrate – the launch of a new promotions programme to mark the brand’s 60th anniversary, and Londis director Martin Swadling’s pledge to make each shop in the Londis network an extra £10,000 in profit in the coming year. He said this was to help retailers face “increased cost pressures”.

REPOSS: The 2,200 independent stores using Reposs EPoS systems will have access to a new customer reward programme that company managing director Paul Lansdale says gives shop owners the same tools as supermarkets.

Store owners can target specific customers based on buying habits or the time of day they visit with individual offers.

Read more at betterRetailing.com/rewardvouchers-for-reposs-epos

BAD WEEK

CO-OP OWN LABEL

Read the full story online at betterRetailing.com/ negative-gross-margins-onco-op-own-label

The impact of Co-op’s pricing strategy on independents

4.73%

4.9%

184

riers operating standalone networks was too high and suggested they use CollectPlus’ store network instead.

“We have already got the kit there, so let’s clean up the counter and share carriers,” he said.

03

of Co-op own label had a negative gross margin when pricematched by independent stores

6.83%

The number of Co-op lines compared with those sold in Nisa and Costcutter

express yourself “It’s useful to look at what other stores near you are doing, even supermarkets with pretty standard store formats will move different lines around depending on the level of risk in the individual store and what is being frequently targeted. Suppliers always say to put their lines out or to multi-site them around the store, but store owners need to make a decision on whether the added sales will offset the level of theft they may experience because of it.”

Chaz Chahal, Simply Fresh, Worcestershire

The increase from Co-op’s prices to Costcutter’s RRPs

The increase from Co-op’s prices to Nisa’s RRPs the column where you can make your voice heard

How do you combat theft in store?

“My advice is to spend a bit extra on CCTV for peace of mind and personal safety. What you go for will depend on the size of your store, the location and how safe your staff feel. I’m sure you could go to a similar-sized store somewhere else and find only two cameras, and that may work just fine. I’ve found that the price range for a basic but reasonable system is between £400-£500, with a very good one around £1,000.”

Hussan Lal, Park License Grocer, Glasgow

“We catch somebody stealing from us at least once a week – cheeses and Nescafé Gold Blend seems to be a popular choice. We can’t solve it completely because the police struggle to respond, but we can reduce it. That’s fully down to our cameras, store layout and lines of sight. We put expensive items near the counter, but it’s impossible to do that with all of them. Putting pictures of the thieves on social media and in the shop can also be a deterrent.”

Paul Gardner, Budgens of Islington, London

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

SAINSBURY’S & ASDA: Regulators completely blocked the proposed Sainsbury’sAsda merger due to concerns about grocery and fuel price rises, reduced quality and less choice. The supermarkets were unimpressed. Sainsbury’s boss Mike Coupe said regulators had got it wrong and hit back: “The CMA is today effectively taking £1bn out of customers’ pockets.”

PMI REPS: The tobacco manufacturer has made sections of its field team redundant and was forced to reveal that rural independent retailers will be most affected by reduced in-store support, as the company pivots its focus towards city stores in its latest attempt to boost sales of its Iqos heat-not-burn device.

Read more at betterRetailing.com/ pmi-cuts-rural-rep-visits

NEWS

04

7-20 MAY 2019 betterRetailing.com

Delivery terms put strain on retailers ALEX YAU RETAILERS are spending less time developing their shops because of Booker’s “dif�icult” £1,000 minimum delivery requirements According to affected retailers, the minimum requirements introduced last month, which exclude tobacco, are double what was previously required from Booker. Colin Reed, who runs a 500sq ft newsagent in

Carlise, Cumbria, has to spend three hours of his week visiting the cash and carry.

He said: “I’ve halved my number of deliveries to one and I spend more time in the cash and carry now. I used to spend this time working on other areas of my shop.

“It’s �ine during the summer, when impulse items sell quickly, but it’s dif�icult during other times of the year to meet the requirement.

“My store struggles to hold that much stock. I was informed by my depot manager, who said his hands were tied because the increase is now policy.”

Delivery terms for Booker’s symbol group retailers are to change alongside unaf�iliated retailers. According to some store owners, the minimum case requirement per delivery for Londis retailers are to drop from 150 to 100.

Despite an invoice from a

retailer con�irming deliveries of less than £550, a Booker spokesperson claimed: “We are sorry to hear of the retailers’ concerns and will happily pick up with them directly.

“Although we do not discuss individual customers, it is important to note that the minimum order level of £1,000 for regular retail deliveries has been in place for a number of years and is not something new.”

Ram-raid epidemic due to unsecure sites NEARLY 90% of attacks in Northern Ireland’s ATM ramraid ‘epidemic’ this year are because of poor security on building sites.

The 11th attack happened last year, with at least nine having used construction vehicles.

Investigations by Retail Express’s sister title, RN, found

plant and agricultural vehicles made before 2008 lack certain safety features including unique ignition keys.

After meeting with the Police Service of Northern Ireland last month, Retail NI chief exec Glyn Roberts said: “We want action to immobilise diggers. Security of construction sites must be made a priority.”

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Manoj Patel receives the ‘Best Lotto Event Performance’ award

INDEPENDENT retailers have been vital in bringing National Lottery ticket sales to growth “for the first time in many years”.

Speaking at Camelot’s Retailer Celebration Awards at the Leicester Space Centre, the lottery operator’s chief executive, Nigel Railton, praised retailers for following the

highest standards. “You’re here because you’ve scored 10 out of 10 for store standards,” he said.

“National Lottery sales grew by 3% last year, despite a challenging environment and the number of retailers scoring eight and above for store standards went from 39% to 72%.”

Two weeks left to tobacco deadline

Rapid charge time

For more information please visit

blu.com or email

sales.uk@blu.com blu® e-cigarettes © 2019 Fontem. 18+ only.

This product contains nicotine which is a highly addictive substance. Not a smoking cessation product.

RETAILERS are running out of time to register for selling tobacco.

Track and trace regulation aims to tackle illicit trade by requiring tobacco retailers to obtain unique IDs by 20 May; one identifying them as the business owner and separate codes for each store selling tobacco. The purchase or sale of tobacco is prohibited without the codes.

Retailers with multiple sites can register online for the

codes, while those with one shop could apply from 30 April.

KEL0217_Merlin Trade Ad_UKM_RE_AW2 copy.pdf

1

18/04/2019

08:50

TM, ®, © 2019 KELLOGG Company

STOCK UP NOW FOR YOUR TICKET TO AMAZING CEREAL SALES!

© The London Eye 2019 all rights reserved. Conceived and designed by Marks Barfield Architects. DreamWorks Shrek © 2019 DreamWorks Animation L.L.C. All Rights Reserved. LEGO, the LEGO logo, the Brick and Knob configurations, the Minifigure, DUPLO and LEGOLAND are trademarks of the LEGO Group. © 2019 The LEGO Group. © 2001 & TM Julia Donaldson & Axel Scheffler. Licensed by Magic Light Pictures Ltd. © Orange Eyes Ltd. 2012. "Bear Grylls" is a registered trademark of Bear Grylls Ventures LLP. *Please note that the Grown-Ups Go Free offer can only be redeemed against the attraction gate price. **18+ UK/ROI. Based on full gate price entry to LEGOLAND® Windsor Resort UK, prepayment is required for online bookings. Voucher valid until 30.06.2020. See side of pack for details. Must be accompanied by a separate adult or child paying full attraction gate price. For full terms and conditions and a list of all UK and Ireland attractions see www.grownupsgofree.co.uk or www.grownupsgofree.ie

IT’S ANYTHING BUT AVERAGE

#IAA19

ASSESS. COMPARE. IMPROVE. Taking part in the Independent Achievers Academy enables retailers to focus on key disciplines that help them evolve.

In this series, we talk to various UK retailers about the value they get from benchmarking their shops. Here’s a behindthe-scenes discussion: Meet Tejal Modhvadiya and Suraj Agath. Located in Oakham, they own and operate Whissendine Mace & Post Office, a 1,100sq ft independent store.

Independent Achievers Academy: Why did you benchmark your shop with the IAA? Tejal Modhvadiya: We wanted to assess our shop and see how we compared with the rest of the nation. We were featured in the Top 100 last year, and this year we wanted to do better. We are consistently improving.

IAA: What have you changed in your business as a result of benchmarking?

TM: We thought about our customers more and brought in a coffee machine. It came about by thinking of ways we could be more convenient for our consumers, especially the morning passers-by.

IAA: What would you say about the IAA to other retailers?

TM: It’s worth doing. It’s a journey that enables us to enhance our store each year. You get time to take a step back from the day-to-day and look at what you are doing well and the things you can improve upon.

Think you have what it takes? Benchmark your shop now and compare with the rest. betterRetailing.com/iaa/benchmark

PRODUCTS Flavour is key to spirit sales PRIYANKA JETHWA DIAGEO has revealed a £5.2bn opportunity across the total alcohol category, saying that by 2020, the market is predicted to be worth £46.7bn.

This growth will come from the rise in demand for premium lines, as more people opt to drink less, but better quality.

At the launch of its drinks report earlier this month, Jennifer King, the company’s senior customer category manager for off-trade, advised that retailers take advantage of this by ranging their premium alcohol according to �lavours, so

spirits such as whiskies, which are traditionally thought of as an ‘old man’s drink’, don’t seem as intimidating.

“For example, range whisky by sweet, fruity, spicy and smoky. In gin: herbal, fruity, juniper, citrus, �loral and spice.

This way, everything is made simpler for the shopper, using terms they understand.

“You can also inspire your customers by posting recipe cards near relevant ingredients, or make your own display with everything in one place, as 40% of consumers now serve cocktails before or after dinner when hosting,” she said.

7-20 MAY 2019 betterRetailing.com

Big Bear rolls out single shelf-ready packs FOLLOWING a trial at Co-op, Big Bear Confectionery is introducing single facing shelfready cases across its core Fox’s Glacier lines.

The new cases are designed to maximise space where it’s at a premium, making it easier for retailers to manage stock.

Andrew Ovens, marketing manager at Big Bear Confectionery, said: “Talking to inde-

pendents and symbol groups, it’s clear the need to balance space and range has never been so acute.

“There’s a de�inite move towards retailers looking for alternatives to hanging bags, so having successfully trialled single facing shelfready cases at Co-op, we’re now rolling out the new single facing cases of 10 to stores nationwide.”

Pot Noodle launches Asian Street Style UNILEVER is launching a range of Asian-inspired rice noodle pots under its Pot Noodle brand.

Asian Street Style comes in four varieties, including Thai Red Curry, Malaysian Laksa, Japanese Miso Noodle Soup and Vietnamese Beef Pho, with an RRP of £1.75.

Lena Portchmouth, brand lead at Unilever, said: “Hectic lifestyles mean food has to �it around jam-packed schedules, so it’s no wonder food to go is experiencing rapid growth.

“We know that shoppers are no longer satis�ied with a sandwich or salad at lunchtime – instead they’re looking to try a variety of �lavours as our taste palettes become more adventurous.”

*

Get healthier sales with PepsiCo’s new labels PEPSICO has launched its �irst ‘guarantee’ promotion across its healthier ranges to tackle the misconceptions regarding taste in the category.

The range includes reduced fat, wholegrain and corn snacks.

The packs will include a distinctive �lash to stand out on shelves, stating: ‘Great taste guarantee, or your money back’.

Michal Iwasyszyn, marketing manager at PepsiCo, said: “We know that shoppers’ numberone concern when choosing snacks is the taste.

07

Snack-A-Jacks, Sunbites and Walkers Oven Baked all taste great, so we have no doubt that this campaign will be a success for retailers.”

T&Cs apply. *Nielsen ScanTrack Total coverage, Unit Sales MAT, data up to 06.10.18. Includes Tablets and Singles.

PRODUCTS

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7-20 MAY 2019 betterRetailing.com

Focus on plant-based, says Unilever Nestlé increases the PRIYANKA JETHWA UNILEVER is encouraging retailers to merchandise plant-based foods next to mainstream lines to increase incremental sales.

Andre Burger, the company’s vice president of foods, said the supplier was putting major investment this year behind promoting plant-based diets, as seen through its acquisition of Vegetarian Butcher and having recently launched Hellmann’s Vegan Mayo.

Burger added that for independent retailers to make the most out of this opportunity, they needed to site plant-based foods next to mainstream lines.

He said: “One per cent of the UK population is vegan, 4-5% vegetarian, and then 30-35% who are flexitarians. The people you should be looking to disrupt are that 30-35%, because vegans and vegetarians already know where to look for meat-free options – the flexitarians are those who you need to present an option to. Retailers can do this by placing a plant-based option next to a regular one to encourage them to pick the non-meat option.”

He added that creating a plant-based or freefrom bay was a good idea, but it missed out growth opportunities.

“In 86 Tesco stores, they are

Thorntons turns its attention to tablets FERRERO is expanding its Thorntons portfolio with a range of premium tablets available in 70% Dark, Caramel Cheesecake, Honeycomb, and Orange Crisp �lavours, with an RRP of £2 each.

Thorntons Tablets will allow the brand to capitalise on the growth in the tablets category, which is worth £603m.

Levi Boorer, customer development director at Ferrero, said: “The launch of Thorntons Tablets is an exciting proposition for shoppers, as it offers a premium product with popular �lavours. We know that tablets are incredibly popular among shoppers, and we’re con�ident that expanding Thorntons into the

format will bring more consumers into this category.”

trialling siting the Vegan Mayo next to the regular

option – independents can learn from this.”

Bliss factor

NESTLÉ has launched Aero Bliss, a new premium boxed chocolate version of Aero, available in Milk Chocolate and Mixed Selection varieties, both with an RRP of £3.99.

The launch comes at a time when the sharing chocolate category is growing, currently worth more than £2bn, with larger sharing formats driving category growth.

The launch will be supported with a campaign, including outdoor, social and digital advertising, as well as sampling. The supplier said the Aero brand in total will bene�it from £3m media spend across 2019.

New sliced bagels are Molson Coors launches a cut above for stores first Pravha campaign WARBURTONS has launched a new bagel range that comes pre-sliced, available in Cinnamon & Raisin and Plain �lavours, and with an RRP of £1.60 each.

It follows the brand’s Thin Bagels, which now count for 20.2% of the bagel market, having generated £20.5m in sales in the last year.

Bagels are the secondbiggest-growing segment in the sandwich alternatives market. Last year, 8.7 million households consumed bagels.

Darren Littler, innovation and product marketing director at Warburtons, said: “Unlike most on the market, the bagels are pre-sliced, making them convenient for

consumers. They also offer a sandwich alternative whether toasted or untoasted, and can be enjoyed with a variety of �illings.”

MOLSON Coors has unveiled its �irst national UK advertising campaign for its premium beer, Pravha.

The campaign, which will span outdoor, social media and sampling opportunities, features the brand’s new packaging design and has the tagline ‘A balance of bold �lavour & light taste’.

Jim Shearer, marketing director at Molson Coors, said: “Within the premium beer category, the largest value growth is being driven by world beers, which are up 15% and delivering £30m year on year.

“Pravha is the fastest-growing 4% ABV lager in the top 20 on-trade brands.”

Spar wholesaler extends veg range

Carlsberg gets mean Win instant cash prizes with Mars Petcare about its old beer

FOLLOWING the launch of its new vegan and vegetarian range, James Hall & Co has extended its plantbased food-to-go offer with the addition of two salads.

Somewhere Over The Grainbow and Hey Mambo Italiano have RRPs of £2.75, and will be included in Spar’s £3.50 meal deal.

Both salads are being launched under James Hall & Co’s Great Northern Sandwich Company brand.

The range is currently only available to Spar retailers across the north of England.

CARLSBERG has marked the launch of its new Carlsberg Danish Pilsner by sharing some of the meanest things people have tweeted about its old beer.

The video series captures the reactions of employees across the business, which are a mix of shock and bemusement.

Carlsberg’s vice president of marketing, Liam Newton, said: “Drinkers’ interest in

mainstream lager has waned because, though the world has moved on, the mainstream category hasn’t.

“At Carlsberg, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. In order to live up to our promise of being ‘probably the best beer in the world’, we had to create a better beer.”

MARS Petcare has rolled out a new on-pack promotion across its Dreamies and Pedigree Daily Dentastix range.

For every pack of Pedigree bought, shoppers will be able to redeem a free sel�ie stick online and enter a competition to win £1,000.

Running until 1 July, the promotion will be supported in store and by a social media campaign.

The supplier is also running a competition giving shoppers the chance to win four £1,000 prizes, 100 £100 prizes, plus a chance to win £1,000 in a draw.

As well as in-store

displays, there will be online video across social media platforms encouraging cattreat shoppers to participate.

www.golocalextra.co.uk

Our Go Local Extra fascia, means that MJ’s is the standout store in the local area, and the promotions are the strongest in the marketplace.

The store’s gross profit has seen a 7% increase, and a 50% increase in sales, whilst maintaining my independence.

Mandeep & Jai Singh Go Local Extra Sheffield

Join Parfetts FREE Retail Club & Symbol Group today and boost your sales!

Go Local Extra retailers can benefit from: -

2% Rebate on Go Local Purchases FREE fascia & imagery scheme No joining, membership or weekly fees Full symbol store development programme FREE merchandising advice and support FREE marketing support FREE personalised POS package

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For more information contact John O’Neill, Customer Development Manager Tel: 0161 429 0429 Email: John.ONeill@parfetts.co.uk

PRODUCTS

10

A new Infusion joins the market PRIYANKA JETHWA DIAGEO has launched new Smirnoff Infusions, a spirit drink made with vodka and fruit.

The drink is available in two varieties, Infusions Orange, Grapefruit & Bitters and Infusions Raspberry, Rhubarb & Vanilla.

The company urges retailers to stock the spirit next to vodka.

The supplier says that retailers can make the most out of sales this summer by cross-merchandising Infusions with soda water.

When mixed with soda, the drink contains 87 calories, based on a 50ml serve.

The launch will also be supported by a £4.4m campaign, which is predicted to reach 97% of the population across its �irst year in the market.

Sarah Shimmons, Smirnoff marketing manager at Diageo, said: “Smirnoff Infusions looks to tap into the growing demand from consumers for drinks with a depth of �lavour.”

She said that the process for creating the product involves infusing real fruit and distilling them individually.

“The resulting spirit drink is blended with Smirnoff Vodka and crafted at 23% ABV, to ensure the balance of natural and fruity �lavours,” she added.

7-20 MAY 2019 betterRetailing.com

Take a Poke at new Kikkoman sauce KIKKOMAN has launched new Poke Sauce, a dipping sauce designed to accompany fresh foods, with an RRP of £2.79.

The Poke Sauce contains ingredients such as soy sauce, toasted sesame oil, lemon juice and hot chilli. It is designed to pour over a poke bowl, a traditional Hawaiian dish made up of white rice and raw �ish (tuna or salmon), topped with a selection of vegetables.

Bing-yu Lee, general manager at Kikkoman, said poke bowls have hit the mainstream market, driven by foodservice, and in particular restaurants adding their own take on the poke bowl.

“Poke’s popularity started in 2016 in the US and the trend has been mirrored across Europe,

most notably in France, Germany and in the UK. It’s now poised to be one of the hottest food trends around,” he added.

Vimto collaboration Rosy wine sales on the John West to get your results in lolly remix way from Campo Viejo customers shipshape PERNOD Ricard is launching its �irst rosé under its Campo Viejo brand to cater to the growing demand for pale rosé.

Chris Shead, off-trade channel director for Pernod Ricard, said the rosé category has been growing steadily over the past two years, with the main driver being paledry rosé.

“Campo Viejo is the biggest Spanish brand on the market, accounting for 15.8% of Spanish wine sales and contributing £99m to the UK wine category,” he said.

“Not only that, but it is the UK’s favourite red wine, so this incremental launch to the category provides shoppers with something new.”

Seabrook partners with Alton Towers

Beer campaign crosses Graze relaunches Lively Lemon Flapjacks bridges with Amstel

SEABROOK Crisps has partnered with Alton Towers Resort as its exclusive category partner.

Running through to September, the partnership will feature an on-pack promotion across all Crinkle Cut multipacks, 80g price-marked packs and single bags, offering shop-

pers two-for-one entry at the theme park.

Seabrook will also return to TV screens and will support the launch with a marketing campaign, including radio, social media and digital advertising. In store, PoS materials, including dump bins, will be available.

GRAZE has relaunched its Lively Lemon Flapjacks, containing 50% less sugar than the average cereal bar.

The relaunch forms part of the supplier’s plan to reduce sugar across its range by 2020.

JOHN West is launching its ‘Get yourself shipshape’ campaign, designed to encourage healthier eating and active lifestyles.

The campaign aims to promote �ish as part of a balanced lifestyle, and as part of the campaign, John West will become the headline sponsor of The Great Swim in 2019.

The sponsorship includes

large-scale ‘Get yourself shipshape’ branding across The Great North Swim and The Great East Swim, sampling activity and social media advertising.

John West is also supporting the Great Run Series 2019, which includes the Great North Run, and will be giving away more than 200,000 samples at 21 events across the UK.

NICHOLS has collaborated with confectionery distributor Innovative Bites (IB) Group to launch Vimto Remix Sodapops.

The new lollipop comes in Vimto Remix’s Mango, Strawberry & Pineapple �lavour. The Remix range is worth £9.6m since it launched in 2016.

Helen Hartley, brand licensing manager at Vimto, said: “Our new partnership capitalises on the Vimto brand, which is worth £88.9m, with IB Group’s confectionery experience to create a range that will help retailers boost their sales.”

Eleanor Freeman, head of health and nutrition strategy at Graze, said: “Over the coming months, the sugar reduction will be rolled out across the cereal bar range to include �lapjacks, protein bites and superfood bites.”

HEINEKEN’S new advert for Amstel, ‘Bridges on bridges’, will feature actor Jeff Bridges, encouraging people to come together over Amstel.

The advert will form part of a £7m campaign running until August across TV, cinema, video-on-demand and digital channels. PoS will be available for retailers.

Nic Casby, brand director at Heineken, said Amstel

remains the fastest-growing mainstream premium 4% ABV brand, growing at 70% year on year.

“This growth is driven by the brand being increasingly popular with younger drinkers. This performance has been crucial in rejuvenating the mainstream premium beer category, which has historically struggled to recruit younger drinkers,” he added.

ACADEMY IN ACTION

7-20 MAY 2019 betterRetailing.com

11

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

Name: Rahul Odedra Upton St Leonards Post Office Shop: Location: Gloucester 900sq ft Size: Staff:

We’re here to help.

Call 020 7689 0500

Two full-time, one part-time

PARTNER ADVICE

IN-STORE DISPLAY How the IAA and MONDELEZ INTERNATIONAL are helping retailer RAHUL ODEDRA boost sales with impactful in-store displays IN-STORE theatre can inspire customers and drive sales.

Attention-grabbing displays keep customers in your store and browsing for longer.

Mondelez International’s Susan Nash worked closely with Rahul Odedra to develop an action plan for improving his store displays and boosting sales.

Situated in a quiet area in Upton St Leonards, Gloucester, Rahul’s post office’s busiest periods are before and after school hours, but customers often bypass his fresh produce and locally sourced meats. Here’s how the IAA is helping Rahul boost sales by making his displays stand out.

Want to see more?

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

Our role now is to work with Rahul to help increase basket size and really provide convenience to his customers.

Susan Nash

Trade Communications Manager Mondelez International

YOUR ACTION PLAN 1 Walk your shop

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

2 Benchmark your shop

Use the checklist below, ticking all you see evidence of

WHY I TAKE PART The IAA enables me to help my customers, boost sales and improve my shop displays. I’m looking forward to working with Susan and Mondelez to see how my shop can improve and deliver a better experience for my customers. If I can make any changes within my shop, then I want to work with the IAA to try them.

IAA ADVICE

Arranging products in impactful point-ofpurchase displays Using theatre in displays to grab customers’ attention Planning in-store opportunities to maximise results Working with suppliers to maximise impact Recording what works and using it to improve

Grab customers’ attention through theatre

Highlight product quality with impactful displays

Work with suppliers to maximise impact

Rahul uses PoS to highlight displays and encourage shoppers to pick up items they might not otherwise consider, but what more can he do to increase basket spend?

Inspired by other shops, Rahul’s fruit and vegetable display uses plastic trays.

An angled mirror reflecting the produce attracts shoppers’ attention, but what more could he do?

Rahul has a great range, but struggles to make products stand out and worries about confusing customers. How can he make his displays easier to shop and stand out more?

Susan says: “Rahul should place signs around his shop to advertise locally sourced meat and promote key deals. Tailored signage attracts customer attention, is costeffective and can boost sales by getting your shoppers to pick up extra items.”

Susan says: “I love the mirror and it’s great his range is locally sourced. Changing the plastic trays to something more rustic, like a basket, could transform the area, prompting shoppers to buy. This will also communicate quality and authenticity.”

Susan says: “Rahul should work with suppliers on coordinating these displays, highlighting his bestsellers and using signs to draw shoppers’ attention to them. Going back to basics can help the right items stand out and increase overall basket spend.”

ACTION Use tailored signs to highlight locally sourced products, and deals.

ACTION Source rustic-looking baskets to promote the quality of local produce.

ACTION Work with suppliers to find out how to increase sales of bestselling items.

3 Pick one thing to improve Write it down, implement it this week and let us know how you get on using #IAA19

INSPIRE SHOPPERS TO BUY MORE Visit betterRetailing.com/IAA/benchmark to pique interest with your displays and see how you can improve in 11 other categories.

Next time: Availability

PRODUCTS

12

Treasury Wine launches 0.5% range PRIYANKA JETHWA WITH more consumers reducing their alcohol intake and demand for non-alcoholic drinks growing by 40.5%, Treasury Wine Estates (TWE) has launched Lindeman’s 0.5% wine range.

The wine will be available in three varieties, including: chardonnay, cabernet sauvignon, and a sparkling blend of pinot noir and muscat.

To support the launch, the supplier is investing in a marketing campaign, comprising in-store merchandising, social media activity and sampling.

All activity will reinforce the new Lindeman’s brand

message, ‘Better for you, better for the community’.

Kirstie McCosh, the company’s European marketing director, said low- and no-alcohol is a category in growth, with teetotallers now making up 21% of the population, and 75% of millennials limiting the amount of alcohol they drink on a night out.

“The wine industry is changing and consumers are turning to other drinks categories, or choosing not to drink at all,” she said.

“By giving shoppers an alcohol-free alternative, we are helping to recruit these consumers back into the category and provide them with new ways in to enjoy our wines.”

Cadbury gets grown up with new ad MONDELEZ’S new £6m campaign for Cadbury Darkmilk features ’80s and ’90s icons Jason Donovan and Kim Wilde.

Accompanying the TV advert will be a series of short �ilms for digital and social media channels, using behind-the-scenes footage from the TV shoot.

Peter Seymour, category director of chocolate for Northern

Europe at Mondelez, said: “We know our audience are looking for a new and more grownup taste when it comes to chocolate, so we’ve introduced Cadbury Darkmilk.

“To match this, our �ilms bring our grown-up audience face to face with iconic stars of their younger years who are sharing some of those classic memories.”

duces quality berries that we know our customers are going to enjoy throughout the season.

“Castleton Farm raspberries and strawberries are available in Spar stores in Scotland and more soft fruits will be available right through until November.”

Punnets will be priced at £2.20 each, or two punnets for £4.

Savsé kicks off ‘Love me or I’m free’ promotion SAVSE is launching its �irst on-pack campaign, ‘Love me or I’m free’, supporting its recent brand refresh and newlook packaging.

Customers will be able to purchase any 250ml or 750ml bottle from Savsé’s range of juices and smoothies with the ‘Love me or I’m free’ crown.

With this, they will be given the opportunity to claim their drink for free if they feel it doesn’t deliver on the brand’s taste promise.

Within 28 days of receiving a claim, Savsé will send customers a refund cheque for the cost of the drink.

Asahi introduces cask Win Ashes tickets ales and ciders with Barr Soft Drinks ASAHI has introduced a range of cask ales and ciders into its super-premium beer range following its acquisition of the Fuller’s Beer Company.

The range will include Fuller’s London Pride, Frontier and Asahi UK’s �irst premium cider brand, Cornish Orchards.

Tim Clay, managing director at Asahi, said: “Through our existing super-premium brand portfolio, distribution network and customer marketing, we aim to extend and grow our new range across the UK and Ireland to offer our customers a comprehensive range of premium beer and cider brands.”

Castleton Fruit to supply 7UP brings back old Scottish Spar stores mascot Fido Dido SCOTTISH soft fruit growers Castleton Fruit will supply all Spar stores in Scotland with soft fruit for the 2019 season.

Stewart Ferguson, trading manager for Spar Scotland, said: “We are delighted to be working with a family business based in Scotland, which is also very close to our depot in Dundee. Castleton Farm pro-

7-20 MAY 2019 betterRetailing.com

BRITVIC is bringing back pop culture icon Fido Dido, which will feature on limited-edition packs of 7UP Free as part of the brand’s ‘Feels good to be free’ campaign.

The launch will be supported with a marketing campaign, including a TV advert launching in June, and outdoor and digital advertising.

Rachel Phillips, outdoor commercial director at Britvic, said: “The 7UP Free limited-edition cans will be available as part of our twofor-£1 PMP deal within the impulse channel, providing retailers with an additional sales opportunity.”

The launch of the limited-edition packs also

ties in with the brand’s 90th anniversary celebrations.

BARR Soft Drinks is reinforcing Rubicon’s position as the of�icial soft drinks partner of the England cricket team with a new campaign called ‘Catch the taste of summer’.

Throughout June and July, consumers will have the chance to win Ashes tickets on a daily basis in the Rubicon ‘Smash a wicket, win Ashes tickets’ onpack promotion.

Wimbledon on-pack promotion for the win A NEW on-pack promotion across Robinsons Refresh’d will offer shoppers the chance to win Wimbledon experiences.

Prizes include branded towels and VIP tickets to tennis matches during the tournament, and to promote the offer, the supplier is investing in a £3m campaign, which includes TV advertising and social media activity.

The promotion will run across all three �lavours in the range – Raspberry & Apple, Orange & Passionfruit and Apple & Kiwi. To win, shoppers need to scan the QR code on the pack.

The promotion will be on standard and price-marked 500ml bottles, with prize

draws running until the end of July.

Rachel Phillips, out-of-home commercial director at Britvic, said: “With Robinsons Refresh’d available in 500ml bottles, including price-marked packs, it is a great option for retailers to include in meal deals or as part of a picnic offer.”

ACADEMY IN ACTION

7-20 MAY 2019 betterRetailing.com

13

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

Name: Rana Ali Spar Errol Shop: Location: Perth 800sq ft Size: Staff:

We’re here to help.

Call 020 7689 0500

Four full-time, one part-time

PARTNER ADVICE Although Rana uses multiple suppliers, he organises the extra work effectively.

Implementing this action plan will drive his sales further.

Mark Southgate

AVAILABILITY

Area Business Manager

How the IAA – and its category partner, BLU – are helping Perth retailer RANA ALI grow sales by improving availability GOOD availability means always having what customers need, when they need it. Keeping on top of stock levels keeps shoppers loyal and encourages repeat purchases.

Blu’s Mark Southgate helped Rana Ali create an action plan to monitor sales and stock at his Spar in Errol Perth.

With the store located in a rural area and next to a pub, strong availability is key to customer loyalty. Rana’s Spar has three areas to stock – frozen, ambient and chilled – but a small stock room makes maintaining high levels of availability challenging.

Want to see more?

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

Blu

YOUR ACTION PLAN 1 Walk your shop

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

2 Benchmark your shop

Use the checklist below, ticking all you see evidence of

WHY I TAKE PART The IAA has been fantastic for my business and the team is always on hand to help. Today, I hope to learn how to improve my availability. The IAA’s ideas will hopefully improve my processes and the service I provide.

I’m confident this will take my business to the next level and keep my customers coming back.

Setting availability targets and monitoring success Day-to-day management and checks Avoiding overstocking and waste Managing suppliers and deliveries Planning ahead to ensure new and seasonal items are available in time

IAA ADVICE Day-to-day checks to avoid running out of key lines

Managing suppliers and deliveries more efficiently

Involving staff with day-to-day stock management

Rana gap scans his store once or twice a week. By not gap-checking frequently, he risks being out of stock on key lines. How can Rana improve this?

Rana identifies low or out-of-stock lines by walking around his shop, which is timeconsuming. What processes can Rana implement to be more efficient?

Rana does the stocktakes, meaning it remains unchecked if he is away. Bestselling items can be out of stock for days, risking sales and customer loyalty. How can Rana improve?

Mark says: “The way Rana currently manages his stock-taking process is reactive and his gap checks are too infrequent. By becoming proactive and regularly carrying out gap checks, you are more likely to keep bestsellers in stock and see a real improvement in sales.”

Mark says: “Introducing a traffic light system to highlight your top-selling lines with green stickers, slow-selling with red and core products with yellow can help identify the fast-selling products you need to pay attention to and avoid going out of stock of.”

Mark says: “Finding someone and putting a bit of trust in them to help with things like stock rotation and gap checks will help you identify and replace any products that are running low, and will give you the time you need to focus on other areas of the store.”

ACTION Complete gap scans once a day to spot out-of-stock items.

ACTION Implement a traffic light system to identify what’s running low.

ACTION Trust staff with more responsibility, such as performing gap scans.

3 Pick one thing to improve Write it down, implement it this week and let us know how you get on using #IAA19

GIVE SHOPPERS WHAT THEY WANT Go to betterRetailing.com/IAA/benchmark to anticipate shopper desires and see how you can improve in 11 other categories.

Next time: Responsible Retailing

14

DON’T MISS THE 17 MAY ISSUE OF RN

OPINION LEADING INDUSTRY OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Get in touch for the chance to be featured in Retail Express

SAINSBURY’S-ASDA: Was it right to block the deal?

“THE speci�ic reason for wanting to merge was to lower prices for customers.

The CMA’s conclusion that we would increase prices post-merger ignores the dynamic and highly competitive nature of the UK grocery market. The CMA is today effectively taking £1bn out of customers’ pockets.”

“IT seems rather shortsighted that the CMA has blocked the merger over fears it would reduce competition and therefore raise prices for consumers. With competition so rife in this sector, it’s actually quite unlikely that this merger would have had any signi�icant impact on the consumer.”

Mike Coupe, chief executive, Sainsbury’s

John Perry, managing director of supply chain specialist SCALA

The CMA is today effectively taking £1bn out of customers’ pockets

The healthy snack trend is on the rise – what changes have you made to your range to adapt to evolving attitudes towards well-being?

PLUS

GOVERNMENT: Will the Rural Economy report benefit rural shops?

How you can keep your news sales strong with a home news delivery service

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The best independent retailers stay ahead by reading RN each week.

Do you?

ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 7689 3394 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

“RURAL communities and the economies in them have been ignored and underrated for too long. A rural strategy would address challenges and realise potential in struggling and under-performing areas, and allow vibrant and thriving areas to develop further. Doing nothing is not an option.”

James Lowman, chief executive, Association of Convenience Stores

Donald Foster, chair of Select Committee on Rural Economy

»

UNITAS WHOLESALE: Will a supplier council help retailers?

»

Interv iews wit protec h shoplifter ting you s rev r busine eal the sec PMI’s ret ss retailer roach Page 10 What Nisa’s app Pages 3 & 12-13 » » from theft s to Learn RN rural and m new rep Bestway’s winning frosecret d products aimed redat lan uc Book tion Vol 130 No 17 £2.50 Irefood-to-go Tobacco in Cork fund retailers back 3» persfrom multiples manu cutsPage deliv er’s Gov’t given The factu FOR TRADE USE ONLY in-sto that shop for rural re supportrer hot spot spend their be 16 £2.50 No demaery to on majo shops to focus usider VolFOR130TRADE USE ONLY want todays in Page 18 » Rise nds r cities Small e re-foc birth Page stores to cons m to 3» follow Puzzl lead suffer publi in Minister of £675 t in ing part inves minim increased using ers mags rket SAT faisher levels um order help retailPage 4 » Page ls 5» Telegraph thesisma security reveals STORE

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Analysis of the latest ABC figures for newspapers for newspapers revealed

RETAIL NEWS THAT MATTERS

How ectionery T Pages 24-26 L REPOR conf

“WE welcome the Rural Economy Committee’s �indings, which highlight the ways in which rural shops are left at a disadvantage compared to their urban and suburban counterparts. There are around 17,000 rural shops and they need more support from the government to trade on a level playing �ield.”

“SUPPLIERS are also our customers, and they have a choice of which route to market to take. If we listen and actively engage with them, that route to market will be us, which is excellent news for our membership. By working together, we can gain a better understanding of each other’s businesses.”

“UNITAS Wholesale is taking the right direction by trying to bring suppliers closer to retailers. This strategy can help ensure retailers have their voices heard higher up the supply chain, but the group must ensure it isn’t working too favourably for its supplier partners.”

Darren Goldney, wholesale managing director, Unitas

Alex Yau, symbol and wholesale reporter, Newtrade

By working together, we can gain a better understanding of each other

PMI: Are rural retailers affected by a decrease in reps?

I’m getting half the number of visits that I did three years ago

“WE have completed a restructuring of frontline operations to allow the business to concentrate commercial activities in key cities where Iqos has the greatest chance of success. In these focus areas, we increased the number of roles. However, outside those key cities, the restructuring led to a reduction.”

A PMI spokesperson

“THE frequency of rep visits for me has changed.

I’m only getting half the number of visits than I did three years ago. I’ve been told it’s because they’re being given new areas to focus on. I get a lot of information online these days.”

Trudy Davies, Woosnam & Davies, Llanidloes

LETTERS

7-20 MAY 2019 betterRetailing.com

15

of CHRISTINE Hopes Longtown, HOPE Hereford

Letters may be edited

Share your retail knowledge and become an expert at gaining and retaining customers

‘There needs to be zero tolerance for knife crime’ KNIFE crime is becoming a big worry across London right now, following the murder of Ravi Katharkamar.

We are always concerned about working in the shop by ourselves, and especially opening the shop up in the morning at 5am. You just never

know what’s going to happen because you don’t know what people are capable of.

I think as retailers we are far more vulnerable. I think there needs to be zero tolerance to crime. I know police resources are slim right now, but they have to clamp down hard on

the little issues before they become big ones. We need to start somewhere.

You read in the papers all the time about the recent attacks and rise in knife crime, and as shopkeepers I believe we are easy picking for offenders. It’s like using the broken window

theory, that one broken window needs to be �ixed otherwise more will start to emerge.

Something has to be done before it escalates even further.

Kamal Thaker, Stop Shop News, Edgware, London Tweet us to get featured!

TWEETS OF

THE WEEK

WIN £50-worth of Signature stock

LAST year, Scandinavian Tobacco Group (STG) announced the rename of the UK’s leading cigar to Signature. To celebrate the arrival of its new Signature packs into convenience stores nationwide, STG is offering five lucky retailers the chance to win £50-worth of stock to sell in their store.

TO ENTER Fill in your details at:

betterRetailing.com/Retail-Express/competitions Our competitions remain online for four weeks from publication date.

Editor’s decision is final.

@retailexpress

Very grateful to @JackCourtez from @ThisIsRN and @retailexpress for his thoughts on the scale of the #postofficetrial story and how it is impacting on Subpostmasters.

Read his piece here: https://www. postofficetrial. com/2019/04/itsalways-good-toget-another.html @nickwallis

LOVE or hate her, we absolutely can’t get enough of BBC TV show Mary Queen of Shops at Hopes. I first did the Mary Portas guide to successful retailing course a few years ago, and now share the lessons from it with my own team.

We have just completed our second evening of team training on Each issue, one of seven top customer service retailers shares advice to and providing a make your store magnificent point of difference to gain and retain customers.

My colleagues and I adore the course’s simple explanation of the universal shopper and how it applies to us. The term explains that shoppers are now more likely to buy at a broader range of shops, like both a Lidl and Waitrose, than ever before.

We even drew up a list of shopper types we will specialise in on the universal shopper basis. One area my colleagues pointed out they wanted more training on was how buyers decide what to buy, and why. This led to the knowledge we could equip the team with so they become experts on the product ranges we have to offer.

It all sounds so simple. I thought we were a little place that hardly changes. However, looking at the 364 suppliers collected on our system was the eureka moment that helped me understand how we can constantly adapt and learn to stay relevant to the universal shopper.

This strive to become experts on what customers want has even got a us a free meal. A local company, Woodee, recently asked to come and demonstrate their artisan handmade firepits and cooking tools with a cookout at our store – which was broadcast live on Facebook.

We provided the venue and some ingredients and watched while they promoted themselves and us. As well as giving us the best-tasting lamb we’ve ever had, we also got some wonderful online exposure.

So, this summer, think about what your universal customer wants and who can provide exceptional knowledge to them while promoting your business. And if you are lucky, you will get a free lunch, too.

Reflecting on last night. 1) headache 2) extremely tired 3) wow, what a evening. Made even better being with the best indie retailers, whom are truly inspirational and care about selling @TNLUK – thank you all & have a cracking weekend #AmazingStartsHere @gregdeacon A certificate from The Haven charity for the £180 that customers donated using our @RvmSystems machine. DRS can not only help recycling, environment & also local charities @ZeroWasteScot @strathearnrose @yougotthebottle @ReverseVending @NFRN_Online @Deposit_return @BonnieBlantyre @morazzaq

Get in touch

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

STAFF

NEW NAME

SAME CIGAR

CATEGORY ADVICE TOBACCO & VAPING LEGISLATION

7-20 MAY 2019 betterRetailing.com

19

DO YOU KNOW THE LAW? TAMARA BIRCH looks at the latest tobacco legislation, as well as the opportunities the growth in vaping presents to retailers

THE NEXT DEADLINES RECENT years have seen the tobacco sector become increasingly regulated, from the loss of gantry displays in stores to the enforcement of plain tobacco packaging.

The latest legislation is track and trace, designed to block the illicit tobacco trade by requiring all products to be tracked through the supply chain, and a ban on menthol cigarettes is set to come into force in May 2020.

As tobacco sales are increasingly weighed down by regulation, vaping goes from strength to strength.

The UK market is now

worth £728m, with 3.2 million vapers now spending an average of £38 a month on vaping products.

Currently, category margins are between 25-30%, meaning vaping presents a huge opportunity for retailers. Significantly, while more and more limitations are placed on tobacco, the legislative situation for vaping seems more optimistic.

“Regulators and public health bodies are increasingly concluding the vaping category presents less of a risk to public health than cigarettes, and that vaping has

an important role to play in helping smokers switch to something better,” Chris Street, head of trade marketing at Blu, says.

“This includes, most recently, calls from MPs in the Science and Technology Committee for the government to relax its vaping laws and regulations, which they argued were hampering the sector – as well as highlighting that a ban on vaping in public spaces would be counterproductive for those attempting to quit smoking – with the ambition of helping more people to switch.”

TRACK AND TRACE – THE WHEN, WHAT AND WHY? When: 20 May 2019 What: Track and trace is the latest phase of the EUTPD II

legislation. It will require manufacturers to place a unique code on all tobacco products including individual packs, outers, cases and pallets.

Why: The legislation aims to fight illicit tobacco trade by

ensuring all products can be tracked throughout the supply chain.

The vaping category presents less of a risk to public health than cigarettes CHRIS STREET, BLU

TRACK & TRACE IS COMING SOON Make sure you’re ready for the 20th May Mark Yexley,

Head of Communications at JTI, says:

Any Questions?

It is essential that retailers and wholesalers are ready for the arrival of Track & Trace.

We are aware that compliance can be challenging, but we’re on hand to guide you through the changes. If you have any doubt about what you need to do, visit our dedicated Track & Trace microsite, or speak to your JTI sales rep.

Scan the code below with your smartphone camera to access www.jtiadvance.co.uk/ trackandtrace Or speak to your JTI sales representative.

CATEGORY ADVICE TOBACCO & VAPING LEGISLATION ADVISE TO THRIVE “IN terms of advice for retailers, it’s all about education. As our research showed, shoppers want retailers to help them choose what products are right for them, especially if their usual brand isn’t in stock.

“If retailers can take the time to forge a greater understanding of the products they offer and pass this knowledge onto their staff, so they can effectively engage with shoppers, they will reap the sales rewards as a result.

RETAILER

VIEWS

Adam Dipoti, Todmorden News Centre, West Yorkshire “WE will have to accept the changes, and one thing I’m unsure of is about those who sell loose tobacco. I’m not sure if they will be included as well, so we need better verification.

“I’ve not seen a lot of tobacco reps lately, so I haven’t been able to ask. The lack of capsule sales will be detrimental to retailers as a lot of our customers rely on them. Customers are getting hooked on these products and suddenly won’t be able to have them.

“I personally think it’s dangerous getting someone hooked on something then taking it away – it’s a shame we don’t have a strategy to keep them.

“It’s a tough one. The next step for our stores is to aim to push vape sales and e-cigarettes.”

Eugene Diamond, Diamonds, Ballymena, “I NEED clarification on the legislation. It’s just a bit odd that nobody knows anything.

“It seems to only affect those that break the law, I don’t think it will affect us that much. My biggest sellers are all mild cigarettes; the reason is those in duty-free aren’t stocked, so we provide something that a large company does not.”

Julie Ludlow, Steeple Ashton Village Shop, Wiltshire “WE are struggling to find information, so need some guidance, as it sounds like it will affect us in a substantial way.

“We don’t stock any menthol products or vaping liquids. It isn’t something that’s popular where we are.

We go more on customer request; as we have such a small range, we class it more as a customer service, rather than turnover and profit.

“We don’t have much information on the legislation.

We don’t carry a huge line on tobacco, and if we are going to need this type of ID for sale, then we’ll need information. I get my cigarettes from Booker; what do we need to continue to purchase from wholesalers?”

With the cigar market in the UK currently worth £197.8 million, here’s Alastair Williams, country director at Scandinavian Tobacco Group UK (STG UK), on the importance of expertise “Combining insights on the cigar category and products with their knowledge of their customer base will also help retailers identify what cigars are right for them and their customer base.

“It’s important for retailers

to tailor their range according to their shopper needs. Even when looking at the established value-for-money trend, this can mean different things for different people, so retailers should shape their range with their customers in mind.”

SUPPLIER

VIEW

Retail Express spoke to JTI’s head of communications, Mark Yexley, about what retailers need to do to be track and trace ready

01

Retailers will need to register for a free Economic Operator ID Code (EOID) for their business and a separate Facility ID Code (FID). They will need these codes for each of their premises where tobacco products are stored or sold.

02

Retailers must apply to government-appointed ID issuer Del La Rue to obtain the codes.

03

From 20 May, retailers will need to provide EOID and FIDs when purchasing tobacco products.

“Other than applying for codes, there will be minimal noticeable changes to retailers as a result of the legislation, and no impact on customers,” Yexley says.

7-20 MAY 2019 betterRetailing.com

21

TIMELINE: WHAT TO DO AND WHEN

20 May 2019

All cigarettes and tobacco manufactured or imported into the UK from this date must use the track and trace system, and will require their unique identifier codes.

20 May 2020

Wholesalers and retailers will be unable to sell cigarettes and rollyour-own tobacco manufactured before 20 May 2019.

• Menthol cigarettes will be banned from circulation.

20 May 2024

Track and trace will extend to all tobacco products, such as pipe tobacco and cigars.

STOCK UP NOW

8% POR *

Bigger PROFITS WITH *POR = Profit On Return. All on shelf prices are selected by the retailer alone and margin may therefore be affected by the retailer’s chosen selling price. This communication is for the information of tobacco traders only. Pack images are for illustration purposes only and do not represent actual packs produced by Philip Morris.

Tobacco smoke contains over 70 substances known to cause cancer

CATEGORY ADVICE TOBACCO & VAPING LEGISLATION MENTHOL BAN IS AN OPPORTUNITY FOR VAPING

buy, and this presents a potential competitive advantage, especially when it comes to the vape category.

“This relationship is particularly important when it comes to smokers looking to switch from tobacco to vaping, as – unlike online and vape stores – traditional retailers usually offer tobacco and vaping products for sale.

“Convenience retailers can therefore play a key role in terms of category advocacy, helping adult smokers switch to something better.

“With a dizzying number of different devices and liquids now available on the market, many consumers seeking to enter the category are unsurprisingly intimidated by the sheer breadth of the vape offering.

These consumers need knowledgeable advice from retailers on what to buy, along with reassurances on product quality and the benefits of switching. By

23

KEY FACTS ON VAPING:

Chris Street, head of trade marketing at Blu, explains how the menthol ban could be an opportunity for retailers “THE upcoming ban of menthol cigarettes presents a significant opportunity for retailers – and the vaping category – as consumers continue to seek out minty flavours from other alternatives. Retailers should stock up on menthol e-liquids and Liquidpods, especially those including nicsalts like Myblu Intense, and be aware of the forthcoming changes to legislation, in order to be well positioned to help smokers switch to something better.

“While research shows that 70% of vaping sales stem from online or vape shops, there is substantial scope for retailers to reap their share of vaperelated sales. The unique relationship enjoyed between convenience retailers and their loyal shoppers presents a huge opportunity for the traditional retail channel. In many instances, consumers trust and rely on advice from their local retailer regarding what products to

7-20 MAY 2019 betterRetailing.com

taking the time to expand their understanding of the category, retailers can effectively advise these customers and grow their sales as a result.

“As well as store owners themselves, it’s vital that staff also understand not only what products they are selling, but also the customers they are

selling to. Training is key to success, and by making the time and investment to educate all staff on the category, including the benefits of switching, retailers and their staff will be able to provide an exceptional level of service to customers that will encourage them to return again and again.”

• The UK vaping market is worth £728m • The are 3.2m vapers in the UK, spending an average of £38 per month on vape products Forty-six per cent of vapers also buy tobacco Around 8% of adults vape in the UK • Seventy per cent of vaping sales stem from online or vape shops • E-liquids are the driving force of sales, growing at 39% • Current category margins are between 25% and 50%

Illegal tobacco is damaging your local community, funding organised crime and undermining local businesses We all have a role to play to combat the issue.

Don’t be complicit in the illicit trade

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

CATEGORY ADVICE

24

In association with

7-20 MAY 2019 betterretailing.com

RECHARGE YOUR SALES RETAIL EXPRESS checks in with Buckinghamshire retailer Dilmeet Singh to find out how LUCOZADE RIBENA SUNTORY category expert Jemma Healy has increased his sales by rearranging his soft drinks range

WITH summer on the horizon, now is the time to make your soft drinks display sparkle to drive sales.

Last month, category expert Jemma Healy from Lucozade Ribena Suntory visited Dilmeet’s store in Gerrards Cross, Buckinghamshire, and shared her advice on how an eye-catching display and strong core range can grow sales in a category worth £1.7bn to independent retailers.

AFTER

FOCUS ON DILMEET SINGH Londis Gerrards Cross, Buckinghamshire

CHALLENGES AND CHANGES Prioritise bestsellers: Shoppers couldn’t see the bestselling products easily, so we gave them priority space in the chiller and displayed them with multiple facings.

Segment the category: To cater to different customers’ missions and needs, we blocked products by category and then by brand to make the fixture easy to shop.

Create excitement: To drive excitement and tempt shoppers into trying something different, we made room for new and limitededition products next to big sellers.

THE RESULT

DILMEET SAYS

£9,664

“I COULD see the change in the shop straight away, so I am not surprised by the sales increase. Adding new facings has been particularly effective for our sales. Energy sales have increased considerably, and new flavours have helped refresh our display. Shoppers are responding well to the changes.”

KEY LESSONS

1

Analyse your sales data to find your bestsellers and give them priority in the chiller.

2

Make shopping easy by arranging drinks by brand, making the chiller easy to navigate.

3

Refresh your displays regularly, adding excitement by stocking new products next to bestsellers.

1 2 3

BEFORE

The predicted annual sales increase for Dilmeet based on data from the past six weeks

LUCOZADE RIBENA SUNTORY’S TIPS Place top-sellers at eye level so shoppers can find their favourite brands.

Maximise year-round sales by focusing on layout, range and availability.

Make it easy for shoppers by blocking categories and brands.

GET INVOLVED

EXPERT ADVICE JEMMA HEALY

Commercial activation controller, Lucozade Ribena Suntory “IT’S great to see that the changes we made in Dilmeet’s store have increased his sales. The key for Dilmeet is to look at the data to work out what sells best, and then use those top-selling products as the centrepiece of the category and a signpost for exciting new and limited-edition products.”

DRIVE SOFT DRINKS SALES IN YOUR STORE To see more of Dilmeet’s shop and for more advice and tips, go to betterRetailing.com/recharge-your-sales

CATEGORY ADVICE WINE

TIME FOR WINE With consumer priorities changing rapidly, it’s vital to know what sells, what doesn’t, and how to get the most out of your wine selection. TOBY HILL talks to retailers and suppliers to find out how to adjust to new trends and maximise wine sales

KEY WINE FACTS Toni Ingram, head of marketing, Pernod Ricard • The rosé wine category continued to grow in 2018.

• Combined sales of sparkling wine and Champagne reached record highs in 2018, according to the latest figures from the Wine and Spirit Trade Association.

• New Zealand white wines continue to take the limelight with UK consumers, coming first, third and fourth for top bestselling light wines in the latest Nielsen data. Wines from New Zealand can command the category’s highest average price at £7.17, and are growing at 8.1% volume and 7.7% value.

• Australia remains the biggest share of the wine category at 22.5%.

7-20 MAY 2019 betterRetailing.com

25

CATEGORY ADVICE WINE

26

PREPARE FOR THE SUMMER SURGE Andrew Nunney, category, shopper & insights director, Accolade Wines “THE ‘wall of wine’ needs breaking up and shoppers need inspiring, so leading wine brands such as Hardys are a must-stock and should be called out, together with Mud House, which is growing at around 40%, and caters for the sauvignon blanc trend.

Kumala is another great representation of sauvignon blanc, as well as chenin blanc and pinotage, so should also be given prominence.

“With the mainstream premium sector showing good growth, it’s important to make these wines as accessible as possible.

The more premium options should be placed higher on the shelf where different tiers of the same brand are listed, to encourage shoppers who are looking to trade up but are not confident in what to choose.”

RETAILER

Q&A

Chris Shelley, Shelley’s Budgens and Sub Post Office, Horsham, East Sussex We talk to Chris Shelley about how his store approaches premium and traditional wines How important is wine to your product offering, and what are the leading brands in your store?

Wine is an important part of our alcohol offering. It’s mostly the big names that are on regular promotion that sell the highest volume. All the usual candidates – Jacob’s Creek, Echo Falls, Casillero del Diablo, that sort of thing. About three or four months ago, we started stocking Laithwaites, a fine wine range whose prices range from about £9 to £15. That works well as a premium offering which we’re trying to do in the store. It sits alongside the range we get from Booker Budgens, which contains the more traditional, household brands.

Like with lots of products, what’s on promotion will influence what will sell – people will come looking for what’s on offer. We don’t promote the fine wine range, that’s always the same price.

7-20 MAY 2019 betterRetailing.com

RETAILER

TIPS

Jai Singh, Go Local Extra, Sheffield “THE wine section can give a store a high-end feel and make it a pleasant place for people to spend time. So, when we did a refit, one of the areas we prioritised was our alcohol section: we wanted to give the store a bit of a wine-shop feel. That way, if people come in to buy a meal for tonight, they know they can grab a bottle of wine to go with it; or if they buy a takeaway for £20, they’ll think of us as somewhere to get a decent bottle of wine to go with it.

“We approached Concha y Toro through Parfetts. We want to make sure we have the knowledge and materials to educate our customers and influence their wine choice, encouraging them to trade up. Concha y Toro has taken six months’ worth of our sales data to analyse, and they’re going to get back to us with advice on what we should be stocking. They’ll also help us put together a simple chart or sticker to put on the chiller, saying what wine goes with what product.”

Soban Shanmuganathan, Burgess Stores, Godhurst, Kent “I OFFER a range of wines at various prices, and try to keep interesting options at every level.

At the lower end, the Spar own-brand wines have some unusual options, such as a Wild Flower Romanian Pinot Noir. In the mid-range, Tremenda Malbec and the CVNE Rioja are two of our bestsellers. Then I source speciality wines from Hatch Mansfield and Burkmann: these are wines you can’t find in Tesco or Co-op. I try to order them in larger quantities rather than taking a weekly delivery, so I can negotiate better margins.”

Are premium wines becoming more important?

There’s certainly a market for it and it works well to have the Laithwaites brand backing us up. People who are aware of wine are aware of them as a wine wholesaler. They’ve been very good helping us choose a range to start off with, and we’re just about to do a review of what’s worked and what hasn’t worked.

I think it’s a good point of difference, and it’s something the multiples aren’t doing as well. Premium alcohol in general, whether its craft lager or gin, there’s definitely a market for all those things with people trading up and buying the more premium offerings.

How do you display your wines to attract attention to them?

We have a wine tree when people walk in to the store, which has the top promotion wines. At the moment it’s a Booker brand. Other than that, everything is in the alcohol aisle itself. The Laithwaites wine is on a sort of crate shelving to separate it out from the rest of the offering, with some Laithwaites branding around it as well.

James McCormick, Bargain Booze Skelmersdale, Lancashire “Merlot and cabernet sauvignon are our most popular varieties, so I look for new-world versions of them. For example, Casillero del Diablo is a Chilean red from Concha y Toro with popular lines in both, while Oyster Bay is a New Zealand brand with a merlot and a pinot noir. People respond to promotions, so we highlight them wherever possible: we recently had Oyster Bay on offer at £7.99 and sales shot up. And if anyone asks, I don’t just pick out the bestvalue line, I’ll ask what they want it for and try to trade them up to a quality line.”

Harvinder Singh Thiara, Marty’s Convenience, Birmingham “I BUY my wine from East End and Soho cash and carries, which both have outlets near my store. They frequently have promotions on the big red wine brands, so I try and bulk buy when they’re on offer and maintain consistently low prices in store. We have an Asda and a Tesco nearby, so I aim to keep my prices below RRP. I aim for margins of around 20%, but it’s often more like 17% or 18%. It’s worth taking that cut because I know many of my regulars come back for good prices.”

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Finance

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PROFILE

30

7-20 MAY 2019 betterRetailing.com

RETAILER PROFILE SIMON DIXON PREMIER LOWER DARWEN

‘MY REFIT HELPED BRING IN MORE SHOPPERS’ CHRIS DILLON SIMON Dixon’s Premier store in Lancashire is a testament to what regular investment can do for your business.

Since opening the shop in a single terraced house in 1990 he has bought �ive more on the same row and knocked them through, constantly expanding and innovating with the space.

“I’ve concentrated on fresh & chilled and streamlined other ranges. I’ve also experimented with electrical items, toys and I’ve got a new protein range,” he adds.

“I’ve created a coffee and snack bar on my end-of-terrace house. I invested £10,000 in refurbishing it and it’s doing very well.”

Fresh & chilled is a key money maker for Simon’s store as it brings customers in and increases customers’ perception of the quality of his store overall.

“Give as much space to fresh as you can and don’t be afraid to lose money on it to bring shoppers in. I am working to reduce wastage, but I know that having it at the entrance to the store increases footfall and builds customer con�idence in my shop,” he says.

His most recent project was a £150,000 re�it last January, which included him installing 800mm shelving rather than the standard 1,200mm. The thinner shelves make his shop feel more open, but still enable impactful displays to be created.

“Booker helped me a lot with my refurbishment, along with a local company. We collaborated and the re�it was a year in the planning,” he explains.

In the past year, Simon has also introduced more local produce, such as beers, eggs, milk and bakery products.

Like many retailers, a big challenge for Simon’s store in recent years has been changing the way he sells tobacco. “Putting my cigarettes in drawers has been hard work, but I’ve also expand-

Why should you care about illegal tobacco?

ed vaping space to a one-metre bay,” he says.

“My tobacco sales haven’t been affected. I’ve done a lot of work with my staff because maintaining sales relies on them more now that customers can’t see the tobacco.”

His changes have earned him industry-wide recognition, with him receiving the trophy for

I’VE CREATED A COFFEE AND SNACK BAR ON MY END-OF-TERRACE HOUSE AND IT’S DOING VERY WELL

Shop Layout at the Independent Achievers Academy (IAA) Gala Dinner after working with the programme last year. “It gave me time to think, which you don’t always have when you are in a back of�ice typing away.

“You become blinkered when you walk around every day and this allows you to look at your shop with fresh eyes. I don’t mind people having a critical eye when they examine my store,” he says.

Simon’s focus on shop layout and continual investment in his store has enabled him to take his store to the next level and become a one-stop shop.

His challenge this year is to focus on the range in the middle of his shop. “I have a homeware section and I want to work with a company called OTL brands to bring in hardware, party and sewing items,” he adds. “The plan is to have it all in one area.”

Location: Lancashire Shop size: 1,500sq ft Staff: 15 part-time Opening hours: Mon-Sun 7.30am-10pm

your shelves 1 Slim “By installing 800mm-wide shelves, I’ve increased my floor space and made the shop feel more open and less cluttered,” says Simon. This has also helped to make his shop more accessible. with tobacco trends 2 Evolve

Simon moved his cigarettes under the counter and replaced the gantry area with vaping lines from mainstream brands such as Logic, Blu and Iqos, as well as challenger products from Vampire Vape.

To see more photos from Simon’s shop and find out top lessons across 12 IAA category disciplines, buy our special issue at betterRetailing.com/ tools-resources/the-retailsuccess-handbook

o threatens Illegal tobacc ages lihoods, dam retailers’ live and contains communities ingredients. unregulated Follow @suspect_report

with the IAA 3 Benchmark

“I’m not usually brilliant in talking up my shop, but I spent four hours on benchmarking and it was really useful,” Simon says.

IAA benchmarking is open until 31 May.

Contact us

0800 0495992

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