Retail Express - 6 April 2021 by BetterRetailing

CATCH A THIEF IN 60 SECONDS • Theft-busting trial cuts crime-reporting time to just minutes for stores • PCC Katy Bourne hints at plans for a national rollout P3

6-19 APRIL 2021 STRICTLY FOR TRADE USERS ONLY

This is a message for the newsagents. The open-all-hours heroes. Our dependable, unmovable, essential friends in lockdown. Thank you. Thank you for the smiles that brightened our mornings, even when things seemed dark. For the casual chat that took our mind off the R-rates. For remembering our ‘usual’ order, and putting aside some toilet roll just in case. Thank you for delivering to our homes when we were unable to leave the house. And for dropping off our elderly neighbours’ papers when they were shielding. But above all, thank you for being the one place of normality when the world turned upside down. Extraordinary times called for extraordinary people. And you answered. So, thank you.

BOTTLE RECYCLING

SUSTAINABILITY

THE EVOLUTION OF ‘ON THE GO’

UK delays rollout of its deposit return scheme as Scotland appoints administrator

Retailers prepare customers for upcoming 10p carrier-bag charge

How retailers can meet new demands for food on the go as we come out of lockdown

P20-25

Ramadan Mubarak

Wishing you and your family a blessed Ramadan from the team at Retail Express

FASCIA GUIDES

Your in-depth guide to the UK’s leading symbol groups and the support they offer P26-31 26

FOCUS ON FASCIAS

6-19 APRIL 2021 STRICTLY FOR TRADE USERS ONLY

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FOCUS ON

FASCIAS

is the were opening focusing on to improve join a fas- they others, joining a fas- stores and the livelihoods of THE decision to for the own. For to who run them. cia group – whether from cia group opened up doors that the retailers will learn �irst time or joining that food and drink ranges In this guide, we one crying leading fascias – another one – is not lightly. their customers were fund- what �ive Nisa, One Stop, retailers should take of rea- out for, or provided the enable Costcutter, Local and Spar – There are a number and know-how to Go a different ing or ex- Parfetts’ to re�it, improve sons for adopting doing to help their them been have and store the course fascia above one’s their stores. of retailers over prior re- pand as well as doing the proper During the pandemic of the pandemic, to underyear, fascia groups covering other support that search is essential group the past to standing which symbolyou the have been working hard offer and the projects other safety they in store. We will will be able to offer provide PPE and re- they have retailers best returns and support. the equipment to look after hear from their staff members and about their actions and amFor many retailers, provid- tailers, insights and advice fascia customers. As we continue bitions with each fascia, as in and emerge from they share their experiences ed by the experts them into 2021 a groups have enabled in far the coronavirus lockdowns, and thriving with joining of instore are plenty of other to open their �irst new fascia group. they could there and innovations better shape than done if vestments have hoped to have

CATCH A THIEF IN 60 SECONDS • Theft-busting trial cuts crime-reporting time to just minutes for stores • PCC Katy Bourne hints at plans for a national rollout P3

BOTTLE RECYCLING

SUSTAINABILITY

THE EVOLUTION OF ‘ON THE GO’

UK delays rollout of its deposit return scheme as Scotland appoints administrator

Retailers prepare customers for upcoming 10p carrier-bag charge

How retailers can meet new demands for food on the go as we come out of lockdown

P20-25

our say

Megan Humphrey, editor

Change doesn’t need to always be so expensive I’VE spoken before about the recent transformation of my local convenience store. At the time, they had started changing their store layout, but so much more has happened since. It’s very clear the priority of management during the refit was to strengthen their brand and retain new customers secured during the pandemic. I recognised this after noticing the alcohol category grow very quickly behind the counter. Although the store is able to rely on regular customers buying multicultural staples, younger shoppers living nearby began visiting more frequently during lockdown to find products meeting new trends, largely because it was local to them. Alongside this, the shop has been given a rebrand, with a new logo donning the newly installed frontage. The brand continuity is also evident inside, with staff members now wearing matching jackets. The biggest change, however, has to be the café being built THIS STORE in what used to be the freezer HAS PUT THE aisles. A seating area is expected, with a food-to-go offering. GROUNDWORK This store has put the groundINTO FINDING work into finding opportunity from the pandemic, and not all OPPORTUNITY at a high cost. By doing so, they have converted themselves from a location for passers-by to pick up forgotten goods, to a genuine destination. It can be hard to be inspired right now, but don’t be defeated – customers can easily be won over if they see you making the continued effort to cater to their needs.

The five biggest stories this fortnight 01

Progress for Scottish DRS, but delays for rest of UK

MEGAN HUMPHREY CIRCULARITY Scotland Limited (CSL) was appointed as Scotland’s deposit return scheme (DRS) administrator, while the rest of the UK was told to prepare for a fresh delay. Not-for-pro�it CSL represents a combination of drinks producers, trade associations

and retailers, and is responsible for setting the crucial retailer terms, including the rate of pay for stores. Interim director Donald McCalman described the move as a “milestone moment”. “The DRS is a gamechanger for Scotland’s ambition to become a greener, cleaner country,” he said. Last month, the govern-

ment announced it would be conducting a review into the go-live date of a DRS, but McCalman told Retail Express he didn’t know when the new rollout date would be. “In the next few months, we’ll get stuck into the detail of the plan and share the critical aspects of that with those who need to know,” he said. In the same week, the UK

government con�irmed the implementation of a DRS in England, Wales and Northern Ireland would be pushed back until late 2024 due to Covid-19. As a result, it announced a second consultation would build upon the �irst. This is open for another 10 weeks and is scheduled to close on 4 June.

TO READ ABOUT HOW RETAILERS ARE PREPARING FOR THE UPCOMING PLASTIC BAG CHARGE, HEAD TO PAGE FIVE @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 Digital content editor Jody Porter 020 7689 3378 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

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 and marketing Matthew Oliver 020 7689 3367 Senior account director Charlotte Jesson 020 7689 3389 Account director Natalie Reeve 020 7689 3372 Account manager Adelice Tatham 020 7689 3366

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

PO format trials

THE Post Of�ice (PO) is set to expand its new format pilots this month, following positive customer feedback. A further six new branch formats will be launched offering bill payment, pick-up and drop-off and mails services. The pilots incorporate

Equal pay win

the use of new technology for THE latest victory for Asda a streamlined service, space- shop staff in an equal pay saving designs for parcel stor- case could set a precedent age and reduced training ses- for similar action throughout convenience chains. sion timings. Last month, the Supreme The PO initially launched six formats at the end of last year Court ruled the supermarwhich involved independent ket’s shop �loor staff could take further action in a postmasters.

long-running equal pay battle arguing their roles were comparable with Asda distribution workers. Lime Solicitors’ head of employment, Neha Thethi, said the ruling could “open the �loodgates to further claims from other retailers”.

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.

Pandemic store value

INDEPENDENT stores are considered more important than local pubs and bank branches, according to a survey by PayPoint. Latest data found the average basket spend through independent convenience stores last month had risen

year on year from £5.61 to £7.47. More than a �ifth (22%) of those surveyed relied on their local convenience store during lockdown, while 27% said they would shop more at their nearest independent retailer once restrictions end.

Aldi National Lottery

NFRN national president INDEPENDENT retailers face competition from Aldi after Stuart Reddish said the move the discounter revealed it has “will dilute sales across the partnered with National Lot- whole retail estate” and that more outlets available to custery operator Camelot. The partnership will see tomers will mean they won’t Camelot bring its services “visit their local independent to all of Aldi’s 900 UK stores retailer to pick up their tickets or scratchcards”. from next month.

@retailexpress facebook.com/betterRetailing

6-19 APRIL 2021 betterRetailing.com

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

Crime initiative reduces reporting time for stores MEGAN HUMPHREY A NEW crime partnership launched by Sussex police and crime commissioner Katy Bourne has slashed the time it takes for retailers to report a crime to the police. Last month, Sussex Police in conjunction with National Business Crime Solution teamed up with 22 Co-op stores to develop new ways to simplify the reporting process, and reduce the impact of repeat offenders in communities. In the �irst two weeks, the ‘One Touch Reporting’ pilot successfully led to the arrest of �ive proli�ic offenders. Bourne told Retail Express the initial results prove how incidents of crime are going unreported. “I was concerned that Sussex Police would get berated for the surge of reports coming in, but the fact there was an increase shows how crimes are being committed and nobody is reporting them,” she said. “Our intelligence showed only 8% of crimes being committed in stores were being reported.” In the past, retailers have revealed they haven’t reported crimes due to a drop in con�idence in their local police force, as well as the time it takes to log incidents. However, Bourne con�irmed the creation of dedicated teams in Sussex Police has reduced the process from half an hour to just a few minutes.

“One of our concerns was receiving reports but not having the resources to deal with them,” she said. “We’ve now got dedicated of�icers in contact command who have specialist knowledge. “Any business crime report that comes in is automatically handed over to the specialist of�icers to deal with.” She added: “It’s important to have analysts who are able to spot trend patterns, rather than just treating theft as an isolated incident, as well as of�icers who speci�ically gather intelligence.” The ACS’ Crime Report 2021 revealed 65% of retailers experienced Covid-19 related threats toward staff in the last year, with reminding customers to wear face coverings as the top trigger for abuse. With the rate of crime expected to rise as lockdown eases, Bourne said she hopes the initiative will enable local authorities to better respond. “It’s important for us to get these processes in place now, so that when reports start coming in, we have the of�icers to help,” she said. NFRN national president Stuart Reddish fully backed Bourne’s work towards tackling crime, and urged retailers to continue reporting incidents. “Previously, we have known members have not reported crimes to police because they do not believe that any positive action will

express yourself “I ALREADY upped my five staff members’ hourly rate before the minimum wage increase to £10 as a goodwill gesture. It shows you appreciate them. My message to other retailers would be to think about what their staff have meant to the business throughout the pandemic and how lost they would be without them. We’ve had an increase in sales and it’s only fair to share a part of that with my staff.” Amrit Singh, Nisa Local High Heath, Walsall

GOOD WEEK DAILY MAIL: DMG Media protected retail margins with its latest price rise. Monday-Friday copies rose by 10p to 80p on 29 March. The current 22.31% margin was maintained. The move will generate just under £5m in extra annual margin for retailers. Head of circulation Shaun Jones said the publisher wanted to reward retailers for their work during the pandemic. For the full story, go to betterRetailing.com and search ‘Mail’ SPAR: A charity campaign focused on supporting local communities is to be launched in memory of inspiring Spar retailer Raj Aggarwal who died from Covid-19 last April, aged 51. #doasRAJwouldo encourages retailers to donate to people in need. The initiative takes place on 19-26 April. For the full story, go to betterRetailing.com and search ‘Raj Aggarwal’

BAD WEEK be taken,” he said. “Last year, a delegation of members from our South East district met with Katy and laid bare the true cost of retail crime on independent retailers and their staff. “At this meeting, she urged attendees to report crimes, no matter how small, so they are on record and can provide important statistics.” When asked about the potential for the trial to be rolled out across other areas of the country, Bourne pledged to make it a priority. “We are getting a real interest from other regions wanting to roll out a similar initiative,” she said. “I know

the column where you can make your voice heard

MENTHOL BAN: New tobacco products have received a mixed response from customers in the 12 months following the menthol ban. The number of shops selling more than 50 units of Rizla Menthol and Mint Flavour Cards per month on average decreased from 1,483 in July 2020 to 944 in February.

PCC Katy Bourne I’d like to expand the number of Co-op stores taking part across Sussex. “This has the potential to be used by police bosses nationally, and I will be encouraging this with the

National Retail Crime Steering Group.” Bourne added policing minister Kit Malthouse was “delighted with the work and is interested in discussing it further”.

CHILDREN’S MAGS: Waitrose is banning the sale of children’s magazines containing plastic disposable toys over the next eight weeks. The supermarket received a letter from a 10-yearold in Wales criticising sales of single-use plastic items. Publishers have been urged to find sustainable alternatives to the “pointless plastic”. For the full story, go to betterRetailing.com and search ‘Waitrose’

How will the minimum wage increase impact your store?

“SUPERMARKETS can up their prices to mitigate the wage increase. We can’t do a lot with pricing because we have price-marked stuff. We only increase card prices, but then we are at risk of being considered too expensive when the card shops reopen. We tend to cut an hour off staff hours to reduce wages. We’ll be alright at the moment because some staff are furloughed, so it won’t have such a big impact until they all come back.” Julia Bywater, Bywater News, Dudley, West Midlands

“I SUPPORT the wage increase, but it will be difficult for us. We’ve got to look at ways we can be more efficient, to make sure we’re as lean as possible. We want to to support our staff and ensure they can live a quality life. We’ve got to look at using staff hours more effectively, and how we can add things into our business to increase revenue. We are going to look into how food to go and home delivery services can help us with this.” Vince Malone, Tenby Post Office, Pembrokeshire

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

Vince Malone

ENJOY RESPONSIBLY

*No. 1 selling wine brand in Australia (bottled & cask), IRI MAT November ’20 **Wine Intelligence, Vinitrac® UK, Oct’20, (n=1,012) UK regular wine drinkers

NEWS

6-19 APRIL 2021 betterretailing.com

Indies prepare for 10p bag charge MEGAN HUMPHREY RETAILERS are prepared for the introduction of the 10p carrier-bag charges later this month. Last September, the Department for Environment, Food and Rural Affairs (Defra) con�irmed all shops would be expected to charge for carrier bags, and the fee would be double that �irst announced in 2018 as part of the government’s ‘25-year environment plan’. Defra revealed retailers would have to abide by the legislation from 30 April, and that shops with fewer than 50 employees would be exempt from retaining sales records. Anita Nye, owner of Premier Eldred Drive Stores in Orpington, Kent, told Retail Express she has introduced a bag donation service. “I’m worried customers won’t want to pay, and we will experience verbal abuse,” she said. “I’ve put a bin at the front of the store for customers to put old bags in, and for them to use when they do their shopping.” Customers using the donated bags won’t be expected to pay unless the drop-off

bin is empty. Nye has used signage to alert customers of the scheme. “I hope this starts to get people thinking about the importance of recycling and helps change their habits,” she said. “There hasn’t been a lot of media coverage about this, which leaves it down to us to

make sure we do something to help ourselves.” Symbol group Premier has already started sending out free point-of-sale material to its retail partners. The minimum price of a bag increased from 5p to 10p in Scotland on 1 April. Chris Cobb, owner of Cults Stores, said the move hasn’t

FSA IMPROVED RESPONSE THE Food Standards Agency (FSA) is exploring ways to be able to issue guidance quicker to stores in England and Northern Ireland. Changes being made to its existing code are expected to help them “be more responsive in issuing advice”. The framework has also been altered to enable more environmental health and trading professionals to “undertake official food controls”. FSA director for regulatory compliance, people and Northern Ireland Maria Jennings said: “There will be further reviews

of the codes over the next few years to ensure we have a fit-for-

purpose and sustainable regime that will protect consumers.”

Co-op’s community charity initiatives THE raft of new community initiatives from Co-op is set to create competition for independent retailers. The Community Partnerships Fund will see Co-op teaming up with charities to take part in national and local fundraising, with the intention of raising £6m. The food retail business has already partnered with Mind, the Scottish Association for Mental Health and Inspire. A ‘Local Hub’ service, launching this month, will give Co-op

members the opportunity to become a ‘member pioneer’. Through point-of-sale material, communities will be

given the chance to contact the relevant participant to work more closely on local causes.

created any problems. “We started charging the new price before the of�icial date,” he said. “We just started letting customers know, and nobody has had an issue with it so far.” How retailers use the proceeds is voluntary, though nearly all use the funds to support good causes.

PRODUCTS

Growing produce sales CHRIS DILLON OFFERING the right range, encouraging customers to buy extra items and disrupting shoppers are three ways convenience retailers can increase salad sales by £31m by 2024. This is according to Florette, who told Retail Express the produce market is growing within convenience stores, with vegetables up by 13%. But while produce is the second-biggest category in the channel behind dairy, there is still headroom for growth, with six in 10 shoppers (60%) buying produce from independent stores, but 100% buying it throughout the year across all types of stores. To help the channel pro�it, the supplier has launched a new Rainbow Crunchy variety, which contains three types of leaves and three vegetables. It is available in 125g bags with an RRP of £1.10, and will be supported by a £1m print advertising and social media campaign. Alongside offering the right range with new additions like this, retailers must also merchandise salad around meal occasions and events, as 66%

of convenience shopper missions are top-up shops. When it comes to disrupting shoppers, the supplier added a lot of customers are confused by how best to use its salad products, but retailers can help by displaying recipe cards to inspire dishes, thereby attracting incremental sales.

Lambert & Butler limited-edition pack exclusive to independents IMPERIAL Tobacco has expanded its Lambert & Butler roll-your-own (RYO) range with two new formats featuring a limited-edition on-pack design. Exclusive to independents, the packs come in 30g and 50g formats with an RRP of £12.80 and £21, respectively, and mark the brand’s one year anniversary. Research shows 82% of RYO consumers use tips, so the 30g format will offer 60 �ilter tips and 60 papers, while the 50g format will include 100 papers. Chris Street, UK market manager at Imperial Tobacco, said: “Despite launching into the market just over a year ago, Lambert & Butler has already grown to

become one of our fastestgrowing RYO brands. “Lambert & Butler RYO is a quality brand with a longstanding heritage, and with demand for value tobacco

COCA-COLA European Partners has launched two new Costa Coffee ready-to-drink (RTD) varieties: Vanilla Latte and Flat White, both with an RRP of £1.70. The supplier said Vanilla Latte is one of the bestselling hot drinks at Costa Coffee stores, with the new 250ml can designed to tap into 85% growth in vanilla�lavoured RTD coffee over the past 12 months. It joins other varieties in the range, including Latte, Caramel Latte and Americano. Meanwhile, the Flat White option, which comes in a 200ml can, aims to tap into growth in �lat white RTD cof-

fee sales, which have more than quadrupled over the past year.

YAZOO is extending its limited-edition range with a new Choc-Orange �lavour, available now in 400ml bottles. The new variety has an RRP of £1.15 for a standard pack, with it also coming in £1 price-marked packs. As the popularity of chocolate-orange continues to grow, with a 52% increase in UK online search demand for the �lavour versus last year, the brand hopes to capitalise on this and encourage incremental sales. The launch will be supported by a marketing campaign which includes video-on-demand, print

and digital advertising, social media support and nationwide sampling.

continuing to rise, we’ve seen year-on-year volume growth of 28%.” The limited-edition packs are on sale now to convenience retailers.

CCEP launches Costa Coffee Vanilla Latte and Flat White

Yazoo launches new Choc-Orange flavour

RETAIL

IN ACTION

PAID FEATURE BRAND SPOTLIGHT

6-19 APRIL 2021 betterRetailing.com

In partnership with

EXT IRI, MarketPlace GB, Value, latest 52 weeks to 29.03.20 2 YouGov August 2020 3Ext IRI, Marketplace GB, latest 52 weeks to 22.11.20 4EXT IRI, MarketPlace GB, Value, latest 13 weeks to 26.07.20 vs YA 5Mintel CSD Report 2019 6Mintel CSD Report 2019

Why Ribena Sparkling? AS the fourth2 most popular beverage brand in the UK, Ribena is an established brand to consumers, helping to drive increased value to the flavoured carbonates. Ribena Sparkling has added over £1.4m3 to the category since its September launch. The product is designed to sit alongside retailers’ flavoured carbonates range in the chiller – separately from Ribena’s core juice drinks – and is aimed at shoppers looking to try new flavoured fizzy drinks.

FOCUS ON:

RIBENA SPARKLING Ribena, the number-one juice drink in the UK , entered the flavoured carbonates category with the launch of Ribena Sparkling in two flavours, Blackcurrant and Raspberry. RETAIL EXPRESS finds out the opportunity for convenience stores 1

In action

Key stats

7.1%

The growth of flavoured carbonates in the past three months.

81%

The penetration of flavoured carbonates in the soft drinks category.

Four out of five6

people consume flavoured carbonates at least once a week.

Must-stocks Ribena Sparkling Blackcurrant Stock the bestselling brands, with a minimum of two facings of each line and more for segment leaders. Signpost segments with the bestknown brands to make them visible.

Group similar drinks together so shoppers can easily navigate the range. Encourage impulse purchase through clear signposting, activation and availability in store.

Kuldip Dhariwal, Butts Convenience, Reading

“RIBENA Sparkling is a great addition to our shelves. Shoppers are picking up not just the 500ml bottles, but also the larger 2l bottles. The Ribena range really stands out now, giving customers more choice.”

Vertically ‘block’ the layout, as this matches how shoppers view a range and cuts search time by 40%. This will help them to shop the fixture, resulting in higher spend.

Available in: 330ml, 500ml, 2l, 6x330ml

RRP*: 80p/65p PMP (330ml), £1.50 or £1.09/ two-for-£2 PMP (500ml), £1.85 or £1.79 PMP (2l), £2.99 (6x330ml) Case size: 24 (330ml), 12 (500ml), 8 (2l) or 4 (6x330ml)

Ribena Sparkling Raspberry Available in: 330ml, 500ml, 2l

RRP*: 65p PMP (330ml), £1.50 or £1.09/twofor-£2 PMP (500ml), £1.85 or £1.79 PMP (2l) Caze size: 24 (330ml), 12 (500ml), 8 (2l) *Retailers are free to price how they wish

To find out more, retailers can get in touch through SBG GB&I’s Twitter page at @SuntoryBF_GBI

81715 Yazoo Choc Orange Retail Express Ad.pdf

10/03/2021

16:23

PRODUCTS

Caffé Latte joins On The Go range PRIYANKA JETHWA WEETABIX has extended its On The Go range with a new Caffé Latte variety, available from wholesalers now and in supermarkets from July. The Caffé Latte breakfast drink contains 37.5mg/ 100ml of caffeine, and is the brand’s �irst coffee variety. It highlights on pack that it contains the same amount of sugar as a glass of milk, hoping to attract incremental sales and introduce new shoppers to coffee-based drinks. Weetabix On The Go is currently the leading brand in the breakfast drinks category with a 60% share.

Emma Varlow, general manager for Weetabix On The Go, said: “Coffee is now the second-most-popular �lavoured milk preference, having grown by 18.1% in the past year and now worth £34.5m.” To support the launch of Caffé Latte, the brand will continue its ‘Strikethrough’ programme in convenience and wholesale, and launch with a limited-edition £1 pricemarked bottle. The programme aims to get retailers to restock the On The Go range and build distribution. The �ield support campaign offers direct-to-store packages and wholesale vouch-

Unilever launches trio of ice creams

UNILEVER has launched three new ice cream products under its Wall’s brand, including Cornetto Soft, Cornetto Go and Twister Peek-A-Blue. Cornetto Soft comes in three varieties, including Strawberry, Salted Caramel and Chocolatey, with the latter available exclusively to independent retailers. The Strawberry and Salted Caramel �lavours come in multipacks of four with an RRP of £3, while Chocolatey comes in a single stick format with an RRP of £1.60. Cornetto Go is an ice cream sandwich – also

exclusive to convenience stores, with an RRP of £1.40. Finally, Twister Peek-ABlue follows the launch of Twister 3-Ster last year, and is made up of Melon, Strawberry-Lemon and Apple-Blueberry �lavours. It comes in single stick formats with an RRP of £1.10, and a multipack of �ive with an RRP of £2.79.

ers, as well as providing in-store advice to grow awareness of the various breakfast drink mission

occasions. A social media campaign will also be rolled out later in the summer to support the launch.

Highland Spring’s sparkling water HIGHLAND Spring has ventured into the sparkling �lavoured-water category for the �irst time with the launch a fruit-�lavoured can range. It comes in three varieties, including Pear & Elder�lower; Blackberry, Plum & Hibiscus; and Rhubarb & Ginger, available in 330ml slim cans and packs of four – formats that are a �irst for the brand. The canned sparkling �lavoured-water segment has grown in value by 40% in the past year and the launch will be supported with a social media and digital campaign, as well as in-store

activity focused on driving trial and repeat purchase.

6-19 APRIL 2021 betterRetailing.com

Going bananas for Dead Man’s Fingers New JPS Players Easy Rolling Tobacco

New identity for Fuller’s London Pride ASAHI UK has unveiled a new design for Fuller’s London Pride, featuring a new logo and typography. The new contemporary look, which retains its white and red colour palette, will now feature ‘gilded’ lettering, similar to the style found on London pub windows. The supplier said, during the pandemic, bottled ale

increased in value by 26.8% in retail, with Fuller’s now worth £577m. Tim Clay, managing director at Asahi UK, said: “Bottled-ale drinkers continue to be extremely valuable to the beer market, with the share of spend in the category currently highest among the older, more af�luent demographic.”

IMPERIAL Tobacco has announced the launch of JPS Players Easy Rolling Tobacco. The supplier said the new variety has a more vibrant colour and lower levels of moisture, making it easier to handle and roll. It is available to stock now in 30g and 50g formats, with respective RRPs of £11.95 and £19.60. Chris Street, UK market manager at Imperial Tobacco, said customers remain fo-

cused on seeking out the best value in tobacco, and this is especially true within the rollyour-own segment, with the economy sector accounting for just under half the market at 49.87%

BREWDOG is launching its Lost Lager into convenience, available in 660ml glass bottles (£2.20), and 4x440ml (£5) and 10x440ml cans (£12). With every multipack of Lost Lager sold, the supplier will plant a tree as part of its ‘Buy one, get one tree’ initiative. Alex Dullard, head of customer marketing at BrewDog, said: “With 40% of the population drinking once a month or more, and 70% more likely

to purchase a beer made in a sustainable way, there is the prospect a sustainable beer offering will drive frequency.” Dullard added craft lager “hugely over-indexes” with �irst-time craft buyers, and the launch will be supported by a £6m campaign spanning digital, social media and outdoor activity.

Lost Lager launches in convenience

HALEWOOD Artisanal Spirits is shaking up the rum category by making its Dead Man’s Fingers Banana Rum a permanent line, on sale now with an RRP of £22. Dead Man’s Fingers Banana Rum was �irst launched as part of a series of limitededition varieties in the run up to Christmas 2020, but is back as a permanent addition to the range. The rum features vanilla and banana �lavours with caramel and honey, packaged in a yellow bottle with Dead

Man’s Fingers branding. Sam Caul�ield, brand manager for Dead Man’s Fingers, said the �lavoured and premium rum category is continuing to see strong growth, with Dead Man’s Fingers now the fastestgrowing �lavoured spiced rum brand.

WEETABIX has added to its cereals range with a new subbrand, Melts, available now in milk chocolate and white chocolate varieties with an RRP of £2.99 each. Weetabix Melts comprise a soft centre �illed with chocolate with a crunchy outer shell. The supplier said it is designed to meet the growing demand for “indulgent yet nutritious cereals”, with the ‘tasty’ cereal category seeing a 12.1% growth over the past year. Melts have no ‘red traf�ic lights’ on its nutritional labels, and are classi�ied as non-HFSS. The launch will be supported by a £2.5m investment

over 12 months, including a new TV advert set to air in the summer, as well as social media, in�luencer campaigns and in-store activities.

Weetabix launches chocolatey cereals

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WIN WITH THE UK’S FAVOURITE WINES:

BRANCOTT ESTATE

This feature is created by Newtrade Insight. Data is gratefully received from retailers representing 184 independent stores across the UK. Any data from other sources is cited.

part 3 In the final part of a three-part series, RETAIL EXPRESS reveals how retailers are driving their wine sales with the right brands

CHAMPION AWARD-WINNERS RETAILERS have reported how difficult it can be to build a strong wine offering that encourages new and existing shoppers to the category. Stocking top-selling wines, like Brancott Estate, which is the second-bestselling wine in the UK and has won awards including Gold at the 2020 Global Sauvignon Blanc Masters, is a good starting point. Brancott Estate is growing in value each year by 8%1 and has increased in value by 21% in the past 12 weeks.

Thirty-five per cent of retailers say Brancott Estate is always on their shelves, but 28% say they have never stocked the brand. With the ongoing success and recognisability of the brand, retailers could be missing out on higher footfall and basket spend by not stocking a selection of Brancott Estate. For the past two years, the brand has partnered with Ben Craven, a UK designer, to launch limited-edition bottles.

insight in action The brand has again partnered with him to design four limited-edition labels on their Sauvignon Blanc 75cl bottles, which are available now to independent convenience retailers this year for the first time. The designs feature a new and improved ‘New Zealand’ design on pack to help drive stand-out on shelf. This feature will launch on the limited-edition designs initially before being rolled out to the wider Brancott Estate range later this year.

In November 2020, Pernod Ricard UK teamed up with Retail Express publisher’s Newtrade Insight service to work with 10 independent retailers for a trial of their new free-standing display units (FSDU). With the trial now closing, here’s how they got on:

Swarti Rabadia, Rabadia Convenience Store (Go Local Extra), Leigh, Greater Manchester

Steve Archer’s display unit

BUILD AN IMPACTFUL DISPLAY WHEN it comes to building an eye-catching display that drives interest in the fixture, longer dwell times and encourages shoppers to try new products, 39% of retailers find doing this effectively is one of their biggest challenges. PoS materials, including shelf-edge labels, window posters, digital adverts and free-standing display units, are effective ways to capture

your shoppers’ attention. In fact, these PoS materials were highlighted by independent retailers as the most important to have in store. Gail Watling, of Reds Convenience Store in Norwich, participated in a trial with Pernod Ricard UK and Retail Express’ publisher’s Newtrade Insight service to test the effectiveness of a free-standing display unit to drive wine

sales. She uses it to highlight a ‘wine of the week’ promotion or product. “We’ll highlight a particular ‘wine of the week’ product using a star, which helps to bring shoppers to the display and has helped sales,” she says. Vasanti Jesani, of Bargain Booze Atherton in Manchester, used the trial to look at the category as a whole, merchandising her main display based on

Steve Archer, Hightown Convenience Store (Premier), Congleton, Cheshire her top 30 bestselling wines. Introducing a secondary siting, too, can also inspire shoppers to treat themselves and pick a bottle of wine, like Brancott Estate or Jacob’s Creek. This can also drive cross-category purchases if shoppers decide to impulsively treat themselves, or buy products related to the ever-growing evening meal occasion.

Retailers looking to get hold of a similar stand should contact Pernod Ricard UK’s field agency, McCurrach, or email emma.thurlow@pernod-ricard.com Nielsen, Total Impulse, data to 02.01.21

“WE’VE sold mostly everything that was offered during the trial, but Jacob’s Creek and Campo Viejo were our strongest sellers. Brancott Estate, Jacob’s Creek and Campo Viejo have now become permanent additions to our range. We ran promotions in line with symbol group promotions on the brands, which changed every three weeks. Overall, the trial has been a success.”

”SALES still remain strong in store, with Brancott Estate consistently selling. We had an uplift in sales over the weekend due to the nice weather and shoppers wanting to treat themselves. We’ve also found shoppers are willing to treat themselves more while we continue to be in lockdown. The trial has helped us to expand our range and drive sales.”

Sandra Tickner, Selection Box, Pen-y-fai, Bridgend “Brancott Estate has sold very well, so I’ve started stocking it on a weekly basis. I’ve noticed the Brancott sales more because I’ve never stocked it before, but people were seeing it and commenting: ‘Oh, you’ve got Brancott in.’ We’ve even started to stock the Brancott Estate Merlot variety following the success of the other brands offered as part of the trial.”

PRODUCTS

6-19 APRIL 2021 betterRetailing.com

New berry flavour joins Aqua Libra

First Spanish wine from Concha y Toro PRIYANKA JETHWA CONCHA Y TORO has launched its �irst Spanish wine with Casillero del Diablo Tempranillo, RRP £8. The supplier said Spain currently ranks as the seventh-biggest origin country in the light wine category, with a market share of 8.4%. While Spanish wines have grown by 17.2% in value versus last year, it’s a largely untapped category and is losing sales to wines

produced in other regions. As such, the brand aims to �ill this large gap in the market with its Tempranillo, which focuses on its ‘smooth notes’, catering towards more intimate and relaxed settings, an occasion Spanish wines in particular are under-trading in. The supplier assured retailers the launch of the new Tempranillo is predicted to bring in 25% incremental sales to the Spanish wine category, without totally

detracting from other origins. Claire Raine, marketing manager for Casillero del Diablo in the UK, said up until now, with a lack of Spanish wines from major brands in the UK market, marketing investment hasn’t been as strong. To address this, the supplier will be supporting the launch with a campaign, spanning outdoor and digital advertising, as well as via Casillero del Diablo’s existing partnership with Sky TV.

NICHOLS is relaunching its core squash range Vimto with an emphasis on it now containing vitamins D and C, alongside a new �lavour: Blackberry, Raspberry & Blueberry. Available now, the launch follows the rollout of new packaging earlier this year across the entire Vimto range. The supplier said as the number-two squash brand in the UK, part of Vimto’s ambition is to reframe the squash category with new �lavours and functional health bene�its,

“providing consumers with additional reasons to shop the category and driving sustainable incremental longterm growth”. It added over the past 10 years, the squash category had become stagnant. However, with an increase in tap water consumption and in-home occasions, recent value sales of squash have increased by 15.1% year on year. Squash, it stated, also caters to a need of ‘healthy hydration’, the second-biggest draw to buying into the category.

BRITVIC has expanded its Aqua Libra range with a Raspberry & Blackcurrant �lavour to attract incremental sales to the �lavouredwater segment. The supplier said plain water is “under increasing pressure” with 52% of consumers stating it is ‘boring’. However, given that 56% of plain-water buyers also buy �lavoured options, Britvic added retailers stocking

new varieties such as these can help divert shoppers from the declining plainwater segment and strengthen soft drinks as a whole. Phil Sanders, out-ofhome commercial director at Britvic, said: “Infused sparkling water is performing ahead of water plus and total soft drinks, as more consumers search for healthier, less sweet or sweetened options.”

Aqua Libra Raspberry & Blackcurrant will be available in single 330ml cans with an RRP of £1 and packs of 24 at an RRP of £15.96. A four-pack, at an RRP of £3, will launch in May.

PLADIS has launched a £4.5m ‘Welcome to Cheddar Town’ campaign for its Jacob’s Mini Cheddars brand. The campaign will run for seven weeks on TV and social media, and sponsors Channel 4’s ‘Friday nights in on 4’ with a series of ads running across its Fridaynight schedule. It aims to increase Mini

Cheddars’ appeal among 25-to-45-year-olds and encourage them to buy the brand, which is growing at 8% year on year. The social media campaign will spotlight different products from the Jacob’s Mini Cheddars range. The campaign follows the launch of Jacob’s Mini Cheddars Sticks, which in the �irst eight weeks of launch

gained a 20% share in the sharing snacks segment. Christopher Owen, marketing controller at Pladis UK&I, said: “We encourage all retailers to stock-up on Jacob’s core range and new products to drive incremental sales – particularly among younger shoppers – at a time when brand awareness will be top of mind.”

Welcome to Cheddar Town with Jacob’s

Vimto focuses on vitamins and flavour

THE UK’s

No.1 CIGARILLO

1 IRi Market Place, Volume Share, Total Cigarillo Category, Total UK, Dec 2020.

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+22%

PRODUCTS

6-19 APRIL 2021 betterRetailing.com

Focus on core biscuits range, says Pladis CONVENIENCE retailers need to focus on a core range of biscuits, with the top 10 lines driving 84% of growth in 2020, and 80% of sales coming from the top eight lines. This is according to Pladis, which stated these include McVitie’s Chocolate Digestives, KitKat, McVitie’s Jaffa Cakes, McVitie’s Digestives, Oreo, McVitie’s Rich Tea, Belvita Breakfast Soft Bakes, McVitie’s Club, McVitie’s Chocolate Hobnobs and Nakd Bar in its latest annual biscuits report.

Haig Club taps into aperitivo moments PREMIUM Scotch brand Haig Club has announced the launch of a new Mediterranean Orange variety. Available from wholesalers later this month with an RRP of £25 (70cl), the new variety has been created in collaboration with brand partner David Beckham, and is aimed

at broadening the appeal of whisky among customers by marketing it as an aperitivo (a pre-meal drink). The supplier said Haig Club Mediterranean Orange is an accessible option for �irst-time whisky drinkers as well as connoisseurs, as it contains orange �lavours as well as whisky notes, so there is something there for

whisky fans and those new to the category. Violeta Andreeva, whisky marketing director at brand owner Diageo, said: “The launch of Haig Club Mediterranean Orange is an exciting step forwards for dark spirits. We see this as a huge opportunity to recruit a new generation of drinkers as more consumers are choosing

PEPSICO has launched a new look across its core Walkers range in line with the brand’s latest campaign, ‘When life gives you potatoes, make crisps’. The new design will span Ready Salted, Cheese & Onion, Salt & Vinegar and Prawn Cocktail varieties, and features statements

regarding the brand’s sustainability, a ‘great taste’ promise, and that it uses no additives, arti�icial colours or preservatives. The supplier will also be partnering with Comic Relief and British comedians Asim Chaudhry and Jessica Knappett to showcase the effect humour can have to positively

in�luence mental well-being. To kickstart the collaboration, the brand launched its #WalkersTweetRelief event last month and pledged to donated £1 to Comic Relief for every positive tweet sent using the hashtag. A TV advert will follow, alongside outdoor advertising and a social media campaign.

DANONE Waters UK has launched its �irst addedbene�its water with Touch of Fruit Pineapple & Orange Vitality with added vitamin B6. Volvic Touch of Fruit Pineapple and Orange Vitality with added vitamin B6 is low in sugar, made with natural �lavours and contains no arti�icial sweeteners. It is suitable for vegans and vegetarians, and comes in a 100% recyclable bottle. The supplier said health continues to be a top prior-

ity for consumers, and the added-bene�its segment is growing by 21.7%. This segment is also driving 9.8% of growth in the �lavoured water category. Orange as a variety is the second-biggest �lavour in the soft drinks category, with exotic �lavours seeing double-digit growth. The orange and pineapple combination itself has been growing by 13.4%. The drink is available in 1.5l (RRP £1.10) and 6x 1.5l packs.

PRIYANKA JETHWA

Walkers undergoes on-pack redesign

Pladis vice president of customer Scott Snell said with restrictions on HFSS coming into play, it predicts the snacking category in total will lose out on £1.6bn of sales, with 15% of this a loss in sales of sweet biscuits, so focusing on core lines has never been more important. He added independents also need to focus on pricemarked packs alongside innovation, with 11.4% of sweet-biscuit sales coming from new launches in 2020.

�lavours and sweeter drinks. “The whisky comes in Haig Club’s signature blue bottle and tastes great mixed with lemonade for aperitivo moments, but it also tastes good neat.” For retailers looking to cross-merchandise the spirit in store, the supplier added it is best enjoyed with Fever Tree lemonade, ice and oranges.

Touch of Fruit with added benefits

THE UK’s No.1

CIGARILLO 1

*RRP effective 16th November 2020. Retailers are free at all times to sell JTI products at whatever price they choose. 1 IRi Market Place, Volume Share, Total Cigarillo Category, Total UK, Dec 2020.

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OPINION

IAA #COMMUNITYSTARS

6-19 APRIL 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 CRIME: Indies should be given the same protection as emergency workers “RETAILERS have been having this issue, even before the pandemic – crimes against shop keepers deserve tougher punishments. Retailers have played a key role in the pandemic, so it makes sense for the bill to apply to us.” Joe Williams, The Village Shop & Post Office, Hook Norton, Oxfordshire

The Independent Achievers Academy (IAA) joined JUSTIN WHITTAKER, of MJ’s Premier Store in Royton, Greater Manchester, to find out how he’s built his online presence, used a variety of platforms and turned social media posts into sales

Justin says every social media post has to have a purpose, so he strategically places products in the background to increase engagement and drive sales, as well as a link to his website for immediate purchase, opening hours and price.

To grow his delivery service, Justin focused on improving his store, from new food-to-go options to strong availability. By maintaining 99% availability in store and having a great offering, his online sales have quadrupled.

Justin wanted to target a younger audience, so he enlisted the help of his newest staff member to build a TikTok account after seeing her passion for the platform. This will further increase his online presence.

JUSTIN’S TOP IDEA “Every post has to have a purpose and needs to make you money. If you’re giving something away, put something in the background because half of the comments will be about what’s in the background.” Read all the tips from Justin’s session and find out how to join the next IAA #CommunityStars event on 13 April at betterRetailing.com/ justin-whittaker-community-stars

Peter Wagg, News on the Wharf, Canary Wharf

Crime needs to be taken more seriously

KEY TAKEAWAYS 1

“WITH fewer people and staff members at independent stores, they are more vulnerable, especially stores opened longer and selling alcohol and cigarettes. Crime needs to be taken more seriously. Unless there’s violence involved, there doesn’t seem to be action taken.”

PANDEMIC: How are you continuing to retain new customers?

You have to do your best and hope it’s enough

“FOR every new customer, we’ve always made a point of getting to know them. We don’t need a loyalty card to collect data to know what they like. We are more approachable, and with every new customer you have a chance to show them who you are and how much you care.” Alpesh Patel, Londis Ferme Park Road, Haringey, London

“WE launched an online service during the coonavirus pandemic. Customers who live close to our store say they enjoy coming into the shop because it breaks up their day. Our new target audience is people who live farther away. You have to do your best and hope it’s enough.” Chaz Chahal, Simply Fresh, Bromsgrove

SALES: What categories are performing well as lockdown eases? “ALCOHOL across the board has been our biggest increase as a category. We’re selling far more party packs than we normally would at this time of the year. Normally they are big sellers in the summer. Per unit, our 10-pack Guinness has been doing very well.” Vince Malone, Tenby Stores & Post Office, Pembrokeshire

“OUR food-to-go sales have doubled. That includes sandwiches and hot food like pies. People are going back to work and schools have reopened, so we’ve increased our capacity in hot products and food to go by adding lines and working with Country Choice.” Mike Nicholls, Costcutter Dringhouses, York

Our food-to-go sales have doubled REPS: How has the level of engagement changed during the past year?

Some reps haven’t been taking orders

“WE have had very minimal engagement and we’ve suffered because of it. It’s meant that some reps haven’t been taking orders, so we have had a lot of items out of stock, which affects customers’ trust in us. We’ve been putting £500-600 of stock in the bin per week.” Gaurave Sood, Neelam Convenience & Post Office, Uxbridge

“WE’VE had different responses from different reps; some have really got involved and helped us, whereas others have stayed away. I can’t really say I know why this is, but we’ve just concentrated on the relationships with the ones who’ve helped us, and those relationships are very strong.” Amrit Singh, Nisa Local High Heath, Walsall

THE UK’s

No.1 CIGARILLO

*RRP effective 16th November 2020. Retailers are free at all times to sell JTI products at whatever price they choose. 1 IRi Market Place, Volume Share, Total Cigarillo Category, Total UK, Dec 2020.

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LETTERS

6-19 APRIL 2021 betterRetailing.com

of CHRISTINE Hopes Longtown, HOPE Hereford

Letters may be edited

There is a bigger market out there

‘I keep receiving wet tote boxes with damaged mags’ I STILL can’t believe I still receive wet tote boxes and damaged, often beyond saleable magazines. Here are two photographs that were taken on 23 March and 24 March. Both tote boxes shown

have only one lid pushed down, instead of two. The more I receive them like this, the more it raises the question of missing credits as clearly items can be lost if boxes are dropped or knocked over.

How can anyone in the packing centre think this is an acceptable way to send out tote boxes?

Jim Moorhead, owner of Top Cards in Johnstone, Renfrewshire

A spokesperson for Menzies Distribution said: “Menzies Distribution is committed to providing service excellence. We have been in contact with Mr Moorhead to address his concerns and do not envisage any further issues.”

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Scott’s Porage Oats

SCOTT’S has teamed up with Retail Express to give five retailers the chance to win £50-worth of its revamped Original and Old-fashioned Oats ranges. Having grown by 13.8% in value over the past year, the refreshed packaging will see the heritage of the brand brought to life on pack.

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 are running an Easter competition’

I’M always doing projects with the Rotary Club because they’re a good charity to be involved with. This year they’re doing an Easter drawing and colouring competition for the children. They hand in their entries to us, and we give them a Creme Egg and put their artwork up in the window for everyone to see. People who are isolating are missing the children, so it’s a way of keeping up the morale in the community. It doesn’t take a lot, it’s just something we can do to keep the community together. The more we can make everyone feel part of the community, the better, and it won’t be long until we come out of it at the other end.

THE pandemic changed the way that we built our offer at Hope’s of Longtown, which in turn brought in many new customers and showed us there is a bigger market out there. As things start to change again as we come out of another lockdown, we are looking at how we can strengthen Each issue, one of seven top recent customers’ retailers shares advice to loyalty to us, while make your store magnificent continuing to generate new ones and develop our unique selling points as a convenience store. The customers we gained over the past 12 months came to us because of the new lines that we introduced for them, and they will be expecting our offer to stay the same to meet their needs. There is a juggling act of retaining what we have while also developing the offer further with very limited space. We have identified 16 different customer types and we will look at creating an offer that works for each of them. But we also need to communicate what we’re about to as many of them as possible, and that’s what we’re working on right now. With summer on the way and likely to be bringing more tourism customers to our area, we are looking to improve our external signage to direct people to us. We’re looking at a finger signpost that will direct people to our store. Real-life signage is as important as an online presence. However, we’re also looking at our social media and digital presence as we try to set up a system that communicates with all our customers and lets them know what’s going on. It has to be based on the solutions that we are bringing as a convenience store. We’re not interested in bombarding people with offers. We are interested in building up communication and loyalty. We have a narrative that rewards loyalty and retains customers. If we can create an offer that appeals to people, then we’ll generate the best communications of all – word of mouth. As we consistently adapt, colleagues need to be updated as soon as possible. As such, we are trialling an internal WhatsApp group, which has been greeted well by our team. Our top three words for the next few months are adaptability, communication and availability.

Get in touch

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

O EL

’VE GOT U V O Y

18+ only. This product contains nicotine and is addictive. For adult nicotine consumers only.

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*Based on ending w

ADVENTURE EVERYWHERE #1 NICOTINE POUCH IN SCANDINAVIA*

ADVENTURE EVERYWHERE. LEARN MORE AT VELO.COM

QR CODE AREA

n Nielsen RMS data on Volume Share and Share of Modern White Segment for the 12-month period October 2020 for Sweden & Denmark total retail market. Excludes Norway where nicotine pouches without tobacco cannot be sold. VELO is sold under the brand name LYFT in Sweden and Denmark.

29/01/2021 15:08

CATEGORY ADVICE FOOD TO GO

ON THE MOVE Eating and drinking on the go is likely to change this year rather than simply going back to normal. CHARLES WHITTING explores the options available for retailers

NO RETURN TO THE WAY THINGS WERE FOOD to go as a category has experienced considerable upheaval over the past year, with offices shut and people working from home. The end is appearing on the horizon when it comes to coronavirus restrictions, but we would be wrong to assume that things are simply going to revert to normal. Workplaces may reopen, but people will be slow to return to five-day weeks in the office. But that doesn’t mean that demand for food to go will decrease – it

will simply evolve – and retailers need to make sure that their offer has evolved with it. “We didn’t have that coffeeshop culture in 2020, where you meet someone in a café for a coffee and a chat,” says Matthew Goddard, wholesale trading controller at PepsiCo. “I don’t think we’re going back to that. A meeting over a coffee isn’t going to happen in a coffee shop; people are going to pick up a coffee and a sandwich and go for a walk around the

park together. We’re going to see this blended reopening and this gives independent retailers an opportunity. The market changes and the ones who adapt are the ones who’ll make a success out of it.” While food to go was previously the preserve of lunchtime trade, it is likely that other meals will grow in importance, from afternoon snacks to breakfast. “Breakfast continues to be a key occasion for shoppers when picking up something on

the go,” says a spokesperson for Lantmännen Unibake UK. “In fact, 17.8% of all eatingout occasions happen at breakfast, which means it is vital for retailers to include a selection of convenient options, such as pastries in grab bags, to help drive sales in the morning. “What’s more, shoppers are spending more on breakfast – an average of £5.61 per occasion, which is a 1% growth on the year – as choice and variety increase.”

6-19 APRIL 2021 betterRetailing.com

Become an alcohol destination for your shoppers

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

Only £4.99

Handbook

IO BECOME AN ALCOHOL DESTINAT FOR YOUR SHOPPERS

On sale 27 April

Don’t miss our essential guide to the alcohol category With the huge increase in drinking at home, independent convenience retailers are investing heavily in their alcohol ranging on shelf, as well as cocktails to go and other features commonly found in pubs and bars, such as beer on tap. This issue will provide exclusive ranging data, advice and market insight from the beer, cider, wines, core spirits and gin categories.

PLUS • A look inside the shops of three retailers who are leading the way in the alcohol category. • Everything you need to know about changing convenience shopper expectations. • What to stock, ranging advice and how to drive sales of ready-to-drink and low- & no-alcohol products.

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

CATEGORY ADVICE FOOD TO GO

ACADEMY IN ACTION

TAKING YOUR OFFER TO THE NEXT LEVEL

Three-month follow-up:

TAKEAWAY and delivery services were one of the major trends of the Covid-19 period, with convenience stores stepping up to the plate to bring food and drink to people’s doorsteps. This has also heightened customer expectations of what they can get from their local store. As the food-to-go experience evolves, retailers who step up their offer to provide an almost on-trade experience can make a real name for themselves and their stores, creating a destination store. Suppliers are producing a range of options for retailers, from hot food options like piz-

zas and hot dogs to takeaway treats like popcorn, milkshakes and ice cream. AJ Singh, from Premier Morley in Leeds, has launched a huge range of takeaway food and drink stations in his store, including Rollover Hotdogs, F’real milkshakes and Fwip ice creams. He’s also investing in a Hershey’s milkshake machine and has introduced a takeaway cocktail bar in his store. “We’re running a trial with Booker called Welcome to the Premier,” he says. “It’s a big-night-in section. It’s cinema-themed, with posters and the theatricality of a cocktail bar. We’ll run deals

ENVIRONMENTAL SUSTAINABILITY Last year, the IAA and JTI visited JACK MATTHEWS’ store in Quorn, Leicestershire, to discuss the growing demand to operate more sustainably. Three months on, we find out what he’s achieved

IAA ADVICE 1

Ask customers which products they’d like to see sold loose in store.

Install light sensors or a ‘switch off’ policy to reduce energy use.

Work with suppliers to find more sustainable household products.

THE RESULTS

£100

We introduced annual energy saving loose porridge oats following customer feedback, selling up to 4kg in the first week, as well as refillable household products. We installed light sensors, which switch off after 90 seconds, saving £100 annually.

PARTNER ADVICE Every business needs to be thinking in more sustainable terms – and it’s great to see Jack is leading the way here. By making simple changes, Jack has seen the benefits of reduced energy usage throughout the store.

Ruth Forbes Head of Responsible Business Projects JTI

MINIMISE YOUR ENVIRONMENTAL IMPACT Call us on 020 7689 0500 to find out ways to run a more sustainable business, and to see how you can be a part of our next visit programme.

SUPPLIER

VIEW

Matthew Goddard, wholesale trading controller, PepsiCo “WHEN we thought about food to go previously, we thought about lunch. What it really means now is more consumption occasions than ever before. Now it’s still lunch, but it’s also breakfast – coffee and porridge – and it’s ‘I’m allowed to go to the park and have a beer and a packet of crisps’. Food to go is all those things – there are more occasions. That’s the big difference for food to go in 2021. “I think this summer is going to be huge. We’re going to have a massive staycation. As we hit holiday season in the middle of July, most restrictions should be gone and people will be able to socialise, but the ability to go to Tenerife will be quite challenging, so we’ll be spending more time in the UK than two or three years ago. But the desire to socialise is going to be off the scale. So, how retailers prepare for that is going to be huge. “We’re launching some new products, such as £2 sharing packs, exactly for this reason. We’re going to be socialising, but we won’t be travelling, whether that’s a barbecue in the back garden or a picnic in the park. “Retailers need to capitalise on that. Eighty-nine per cent of sharing purchases are done outside of impulse stores. There’s a huge market there for retailers to capitalise on that. They’re in the right place, they have the right footfall. They can capitalise on it by stocking up on bigger products.”

similar to going to the cinema and that will tie in with our delivery service. “Once people have had a big blow out to the clubs it’ll ease off,” says Singh. “I don’t think people will carry on spending and going to clubs every weekend. It will peak and then die down, and then there’s an opportunity for retailers to carry on. It’s the new ideas that are going to push sales. The offering that we had – groceries and alcohol – it’s not enough now. People have stepped up and they expect more, so we have to deliver that” However, stocking hot meals

that customers can grab and go requires significant understanding of throughput. The shelf life on these hot options is remarkably short compared with anything else in store, but you can’t afford to run out if demand soars. “It’s about having enough so you don’t run out, but making sure you don’t have to throw it away, or the margin goes down the toilet,” says retailer Gareth Cass, from Baxters in Dartford, Kent. “It might be sausage rolls or steak bakes – it depends on the day. We look back over the previous week and try to predict what we might need.”

6-19 APRIL 2021 betterRetailing.com

BOOSTDRINKS.COM

four key trends Amy Burgess, senior external communications manager at Coca-Cola European Partners, reveals four soft drinks trends to be aware of Low- and no-sugar Consumers continue to make positive changes to their lifestyles, with 63% saying they are trying to be healthier. Since 2015, we have reduced the sugar in our range by 22% – surpassing our ‘20% by 2020’ target – and now two-thirds of our volume in GB comes from low- or zero-sugar soft drinks. Sustainability Dedicating space in store to products with the strongest sustainability credentials is becoming more important. It’s the right thing to do for the planet, and it’s an increasingly important factor in consumers’ buying decisions. In fact, post-Covid, consumers’ motivation to buy products made with recycled materials has gone up. Flavour innovation Consumers are becoming more adventurous than ever, and are looking to experiment with new and exciting varieties of their favourite soft drinks. More than a third of shoppers (35%) agree they like trying new things when grocery shopping, so it is important for retailers to keep an eye out for the latest flavour innovations launching this summer. Value and pack formats Thirty-five per cent of consumers say their income has taken a hit as a result of the pandemic – and many remain focused on saving money as a result. Price-marked packs (PMPs) have an important role to play in delivering visible value for shoppers and give convenience retailers a point of difference versus the supermarkets. PMPs account for more than 60% of total soft drink sales in convenience stores.

CREATING AN APPEALING RANGE BUDGETS have been stretched over the past year, so retailers should focus their energies on providing deals and promotions where possible. Meal deals have been the predominant option for food to go and should not be done away with. Stocking well-known brands will also help to generate easy sales, while healthier alternatives will provide customers with options that are increasingly on-trend. “Our insights show that, at 49%, the most in-demand item shoppers want in their meal deal is crisps or snacks,” says Matt Collins, trading director at KP Snacks. “Thirtynine per cent of consumers specifically want nuts in their meal deal while 27% look for healthier options. Consumers will likely also demand healthy snacking alternatives as they are becoming more conscious of what they are consuming and they want products that are better for them, and better for the

environment.” Alongside crisps and nuts, bakery goods and hot drinks can cater for breakfast and afternoon demands, providing plenty of flexibility in a store’s offer and generating incremental sales as well. “The opportunities are plen-

tiful, from grab-and-go bakery treats to handheld lunches and street-food dishes to be eaten on the move – all with the added benefit of flexibility in case of changing restrictions in the coronavirus climate,” says Paul Baker, founder at St Pierre Group.

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CATEGORY ADVICE FOOD TO GO

ACADEMY IN ACTION

COMMUNICATING THE FOOD-TO-GO OFFER TO SHOPPERS THE pandemic has allowed people to reconnect with their local convenience store as retailers have come good for their communities. The challenge as we head out of these lockdowns is to keep those customers. Retailers do need to evolve their offer, but they also need to make sure customers are aware that they’ve done so. This requires a concerted promotional campaign in store and online. “As we reopen society, re-

tailers need to communicate with shoppers about their coffee-and-catch-up offer, their breakfasts and brunches,” says PepsiCo’s Matthew Goddard. “Whether that’s PoS, putting your coffee machine next to your sandwiches or focusing on apps, social media and WhatsApp, it’s about using whatever works.” Placing your food- and drink-to-go offer in prominent positions in the build-up to the loosening of each restric-

tion will keep your store in people’s minds when they finally venture out in numbers during the summer. Talking to customers – either in person or digitally through social media – can also generate promotion via word of mouth, as well as potentially gathering useful information about their preferences. “Despite consumers continuing to spend more time at home, retailers can drive food-to-go sales by clearly

promoting and signposting their meal deal offers in store for those shoppers on an onthe-go mission,” says Matt Gouldsmith, channel director, wholesale at Suntory Beverage & Food GB&I. “Retailers should also monitor changes in shopper buying habits and both local and national coronavirus lockdown restrictions to ensure they can appropriately judge when it’s time to scale up their food-to-go offer to previous levels.”

Three-month follow-up:

SERVICE TO THE COMMUNITY Last year, the IAA and RN visited PAV GARCHA’s store in Middleton, Salisbury, to advise how to increase community involvement. Three months on, we find out what he’s achieved

IAA ADVICE 1

Display details of the charities you support on your notice board.

Offer to join the local parish council and ask how you can assist.

Have a calendar with preparation dates for key events you support.

THE RESULTS

I’ve applied to join increase in footfall the parish council to plan events once lockdown ends. We donated to The Trussell Trust and received a certificate, which is on our community notice board. Footfall has grown by 5% as a result.

PARTNER ADVICE Community involvement is key to driving long-term loyalty and cannot be overlooked. By utilising his community notice board to highlight supported charities, Pav has been able to encourage donations, resulting in higher footfall from new and existing customers.

on-the-go options New on-the-go launches Babybel Babybel has launched two new varieties – Babybel + Vitamins and Babybel + Live Cultures – to cater for growing demand for healthier grab-and-go snacks. “Available in convenient packs of two, Babybel Plus is the perfect graband-go snack for consumers looking for healthier options,” says Emily Galazka, senior brand manager at Babybel. PepsiCo PMPs PepsiCo is introducing new PMPs for Walkers Classic Variety and Quavers Cheese six-packs. New larger Doritos and Walkers Sensations sharing bags will also launch with an RRP of £2, with pack size having increased in size by 20g. The £2 PMPs will be available across three products: Doritos Chilli Heatwave, Tangy Cheese and Walkers Sensations Thai Sweet Chilli, offering better value than its existing 65g bags. KitKat Zebra KitKat has launched a new Zebra bar. It features wafer on a dark chocolate base, topped with marbled dark and white chocolate. “KitKat Zebra brings you the best of both worlds, combining deliciously rich dark and white chocolate with our crispy wafer,” says Callum Smith, assistant brand manager for KitKat.

Jack Courtez Editor RN

DRIVE AWARENESS AND LOYALTY Call us on 020 7689 0500 to find ways to contribute to your local area, and to see how you can be a part of our next visit programme.

Aero Dark & Milk Nestlé has announced an exciting new addition to its Aero range – Aero Dark & Milk. Made with 51% cocoa solids and 9% milk solids, it is available in a 90g sharing bar with an RRP of £1. Quaker Porridge to Go Quaker is introducing new RRP PMP formats in two flavours: Golden Syrup and Strawberry, Raspberry & Cranberry. “We’ve seen shopper sentiment towards breakfast change substantially, with consumers increasingly looking for convenient, on-the-go breakfast options,” says Danielle Mendham, senior brand manager at Quaker.

6-19 APRIL 2021 betterRetailing.com

SYMBOL GROUP

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Joanne Cramer, senior brand manager, Spar UK “FOOD to go continues to play a very important role in Spar convenience stores. We expect the lunch-athome occasion to continue beyond the pandemic and will heavily affect the return to strong performance within food to go. Having an enticing offer with impulse appeal will help recover food-to-go performance faster. Delivering great value for shoppers at any time of day, every day will be key to success in 2021. “We are also looking to extend our limited-edition range and support our national charity partner, Marie Curie, by displaying the best of our range alongside the great work Marie Curie does. Spar’s limited-edition programme will return this summer with 10p from the sale of every Limited Edition Sandwich going to Marie Curie. Once offices start opening up, we see food to go playing a big part in Spar store operations.”

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FOCUS ON FASCIAS

Find your partner

RETAIL EXPRESS explores how five leading fascias are supporting members

FOCUS ON

FASCIAS

THE decision to join a fascia group – whether for the �irst time or joining from another one – is not one that retailers should take lightly. There are a number of reasons for adopting a different fascia above one’s store and doing the proper prior research is essential to understanding which symbol group will be able to offer you the best returns and support. For many retailers, the insights and advice provided by the experts in fascia groups have enabled them to open their �irst store in far better shape than they could have hoped to have done if

they were opening on their own. For others, joining a fascia group opened up doors to food and drink ranges that their customers were crying out for, or provided the funding and know-how to enable them to re�it, improve or expand their stores. During the pandemic of the past year, fascia groups have been working hard to provide PPE and other safety equipment to look after retailers, staff members and customers. As we continue into 2021 and emerge from the coronavirus lockdowns, there are plenty of other investments and innovations

that each fascia group is focusing on to improve the stores and the livelihoods of the retailers who run them. In this guide, we will learn what �ive leading fascias – Costcutter, Nisa, One Stop, Parfetts’ Go Local and Spar – have been doing to help their retailers over the course of the pandemic, as well as covering other support that they offer and the projects they have in store. We will hear from their retailers about their actions and ambitions with each fascia, as they share their experiences of joining and thriving with a new fascia group.

PAID FEATURE IN ASSOCIATION WITH PARFETTS

FACTS

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Average store size: 1,500sq ft

Cost of joining: Free

Number of members: 650+

RETAILER VIEWPOINT Khalil Ahmed Go Local, Heaton Chapel, Manchester

The business is a lot better than this time last year

Go Local Employee-owned company PARFETTS has invested to support retailers under its Go Local banner

“I SWITCHED over in September 2020. But I’ve been a Parfetts customer for 29 years, since my father ran the store. It was the availability that convinced me that they were the best option. During lockdown they sorted out availability and allocated stock to all their customers. The package

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FIVE THINGS YOU NEED TO KNOW ABOUT PARFETTS Parfetts is uniquely positioned to support its retailers because it is employee-owned. The company says it had the flexibility to maintain promotions, opening hours and delivery during 2020 to support its customers. Its focus on the customer has seen a leap in the membership of Go Local and the retail club. Parfetts ensures retailers have the range they need while maintaining promotions and value.

and energy lighting at the back and new imagery on the inside and outside. “The business is a lot better than this time last year. Their promotions are good and I would definitely recommend them.”

parfetts.co.uk

www.golocalextra.co.uk

Its team focuses on providing the best wholesale experience possible. It’s an approach that has attracted first-time customers and more frequent visits. The past 12 months have seen new investment in its depots to ensure they provide an excellent experience. Parfetts has also grown its delivered operations’ capacity with its ‘Gold’ service, which allows retailers to order up to midnight for next-day delivery.

I’ve noticed the financial benefits straightaway, sales are up and margins have increased by 5%.

SYMBOL GROUP VIEW Guy Swindell Retail director, Parfetts

Each depot is designed to be user-friendly for retailers “AS an employee-owned business there is a lot of teamwork to ensure that each Go Local store operates to its maximum potential. In each depot, customers will find dedicated Go Local aisles, supplier takeovers and regular deals on promotional aisle ends. We also

they offered me, the investment in the business and the way they handled the customer service were all impressive. “They’ve redone the offlicence section for me; I’ve added a lot more lines as well and that’s helped. They also installed new shelving

dedicate areas to new products and work in partnership with suppliers to ensure they offer value. Each depot is designed to be user-friendly for retailers. “Close links are built with suppliers to ensure our members can take advantage of promotions. We use

Bay Bashir, Belle Vue, Middlesbrough the ‘Plan for profit’ scheme through Unitas, for depots and retail. “Additionally, we also share best practice and data-led insight on store design, and the recent rollout of dedicated alcohol areas in many stores is a great example of this approach.”

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PAID FEATURE IN ASSOCIATION WITH COSTCUTTER

Costcutter Using expertise, innovation and insight, COSTCUTTER helps independent retailers thrive FOUR THINGS YOU NEED TO KNOW ABOUT COSTCUTTER Costcutter’s focus is on helping its independent retailers convert new shoppers into lifelong loyal customers. That means working in partnership with retailers to help them deliver a strong offer.

FACTS

Shoppers are now looking for more than top-up and impulse from their local convenience store. They’re more prepared to do a full shop, so a strong fresh offer is fundamental, which is where access to Co-op own brand is proving to be a winner for Costcutter retailers. Costcutter research has found an estimated 47% of shoppers are changing their spending habits to focus on value and 25% are shopping more often at their closest, most convenient stores.

Number of stores: 1,550

Taj Badyal Costcutter Odeon Parade, Isleworth, Middlesex

We’re able to offer our customers something different

Costcutter Southborough

“WE only signed up recently. I’d been at British Airways for the past 25 years, so retail is a fresh thing for me, but my son wanted to get into the trade and has that retail background. “We went with Costcutter after a referral from a friend and it progressed from there. Costcutter has been very

good. They’ve been supportive and getting me into things gently. They helped with the refit, which was more cosmetic than anything else. I’ve had a couple of training sessions about the back office and I’ve received really good advice. “They’re very easy to get

in touch with. I’ve got a rep, a development manager and my own BDM, and I can talk to all of them. I would recommend Costcutter. The big pulling factor for me is the Co-op agreement. We’re able to offer our customers something different.”

SYMBOL GROUP VIEW US!

01904 232

Sean Russell

505

unique

Group marketing director, Costcutter

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customer insights

Come and meet the team & Let us show you our stores

Participants in our programme have seen a minimum 20% sales growth

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Switch to the right offer

Cost of joining: Free

RETAILER VIEWPOINT

Switching to value will be key for retailers to adapt to changing shopper needs as we continue through 2021. Costcutter will be working closely with its retailers to help them to understand more about their shopper base and what that means for their range, promotions and marketing.

CALL

Store size: 700sq ft to 7,000sq ft

Come and meet the team and let us show you our stores. www.freshstart.costcutter.co.uk

“OUR mission is to help independent retailers thrive. At the heart of our support for retailers is our unique ‘Shopper first: Drive five to thrive’ business growth programme. Available exclusively to Costcutter Supermarkets Group (CSG) retailers, it provides in-depth

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shopper insights to help tailor every aspect of the store. Retailers who have participated in our programme have seen a minimum of 20% sales growth. “CSG has partnered with Co-op to offer a unique franchise opportunity. Through CSG, independent retailers

01904 232 505

across the UK can open, own and operate a Co-op store. The benefits to joining include Co-op’s ‘by the book’ approach to running a store, leading forecasting and replenishment systems, as well as access to Co-op Membership cards that drive loyalty.”

costcuttersupermarketsgroup.com

PAID FEATURE IN ASSOCIATION WITH NISA

6-19 APRIL 2021 betterRetailing.com

Average store size: 2,200sq ft

FACTS

Cost of joining: £860+VAT

Number of members: 1,300

RETAILER VIEWPOINT David Sellers Nisa Local Market Square, Woodhouse, Sheffield

I’ll be staying with Nisa for the forseeable future

Nisa The support and range NISA offers its retailers has helped them to grow their businesses FIVE THINGS YOU NEED TO KNOW ABOUT NISA Nisa provided retailers with regular communications around Covid-19-related news, insights and guidance, as well as PoS to display in store. Safeguarding equipment, like protective sneeze guard screens, social distancing floor stickers and hand sanitising units, were also made available. Partners have access to an unbeatable product range comprising more than 13,000 lines, including more than 2,400 Co-op own-brand products.

tion and Nisa was keen to get things done. They care about you doing well. The fascia was up the week before we opened and they provided staff for a week. We’ve had support and store development from the area manager. They do what they say the will, which is refreshing.

“THIS is my first Nisa. I have a store in Leeds, but three weeks ago I opened this Nisa store in Sheffield. I’m opening another store in Hull, which will be a Nisa as well. “I was in touch with other Nisa store owners in Leeds who were well supported. There was good communica-

Nisa has formed partnerships with a number of delivery service providers to enable retailers to better reach their communities. Significant investment in technology was made in 2020 with the launch of a new EPoS offer, new website and new ordering app for partners. Retailers are assigned a dedicated induction team to support them during their first 100 days with Nisa.

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0800 542 7490

REASONS

“Then there’s the Co-op range. It’s massive and a trusted brand. “I’m looking to buy more stores in Sheffield, Hull and Leeds, and I’ll be staying with Nisa for the foreseeable future.”

Nisalocally.co.uk/join-nisa

JOIN NISA £ Sales +12% with Nisa Evolution store format

98% Next day delivery service*

98% Availability

2,000+ Co-op own label products

SYMBOL GROUP VIEW Steve Leach Sales director, Nisa

I really don’t think we would have succeeded in grocery without Nisa.

Nisa provides a complete retail support package “WITH a record number of retailers moving to Nisa in 2020, and those investing in new and upgraded stores enjoying average sales uplifts of 12%, there’s never been a better time to join Nisa. “Nisa’s modular ‘Evolution’ store format has had great success. Last year

also saw the launch of Nisa Express, catering for smaller stores such as inner-city or forecourt sites. “Nisa provides a complete retail support package comprising a strong retail-focused team, a staff training facility, category management guidance and a market-

ing package incorporating social media and PR support, promotional activity, bespoke leaflets, point-ofsale material, a personalised Nisa FM radio network and national advertising. “Partners can also make use of Nisa’s ‘Making a Difference Locally’ charity.”

Frank and Adrienn Ago The Snooty Fox Store, Shalford, Surrey

For even more reasons, visit nisalocally.co.uk/join-nisa #JoinNisa | 0800 542 7490 *currently in selected locations only

PAID FEATURE IN ASSOCIATION WITH ONE STOP

One Stop ONE STOP’s expertise, technology and promotions provide independent retailers with the ability to grow sales and profits FIVE THINGS YOU NEED TO KNOW ABOUT ONE STOP Harnessing the knowledge of Tesco and insight from its own 900 stores, One Stop is proactive in its approach and strategy. It was one of the first to provide retailers with the equipment needed during Covid-19, at no extra cost

Average store size: 1,377sq ft

FACTS

Cost of joining: £92 per week

A new EPoS system has been installed in all stores, free of charge. This enables all front-end operations to run through the system, helping with sales, stock control and reporting. One Stop has increased its efforts to offer quality and value for customers with the introduction of Jack’s value lines alongside its own-label range. BDMs offer franchisees with ongoing advice, training and look at the long-term vision for businesses. One Stop offers supermarket-value prices and promotions. Analysing sales data and shopper trends, it optimises product range and prices so franchisees are competitive within their local market.

You put the kettle on. We’ll bring the tea.

Number of stores: 900

Other benefits: £50,000 fixtures and fittings package upon signing

RETAILER VIEWPOINT Serena Khan One Stop, Walmsley Street, Lancashire

They’re there to help all the time “THE main thing that appealed to us were the positive reviews. There were so many people saying how good One Stop was and commenting on the support they’d received. This is our first venture and we opened on 29 January. “One Stop completed our refit within a week,

floor to ceiling. The shop looks great. We were very impressed. That was a key factor alongside the support afterwards. “The following week they sent in their own staff, who did all the shop set-up with the stock coming in. “They offered support

with EPoS and training, and didn’t leave until we felt comfortable opening. “They visit to check how things are doing, giving us tips on how to raise sales. They don’t just leave you to get on with it, they’re there to help all the time.”

FRANCHISE VIEW John Miller Head of franchise, One Stop

Our technology ensures product order aligns with consumer demand

If you’re wondering how to refresh your convenience business, we’d love to chat with you about becoming a One Stop franchisee

www.openaonestop.co.uk

“AT One Stop we work in a partnership model. We care about the longevity of a retailer’s business and how they operate, giving our franchisees the same dayto-day support as our company stores. “Retailers have access to a business development

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manager dedicated to help them. They will adopt all our systems and technology, free of charge, including our state-of-the-art EPoS, which we are continuing to develop. With the recent update to our systems, we ensure product orders align with consumer demand, and

01543 363 003

have moved to a six-day, short-life fresh delivery model to allow flexibility, so less stock needs to be kept in stores. “Regular market research and data from our 900 stores and Tesco ensures we’re competitive with price and promotions.”

openaonestop.co.uk

PAID FEATURE IN ASSOCIATION WITH SPAR

6-19 APRIL 2021 betterRetailing.com

Average store size: 1,700sq ft

FACTS

Number of stores: 2,600

Cost of joining: Free for the first year

RETAILER VIEWPOINT John Kay Spar Newent, Gloucester

We haven’t had this much help for years “EVERYBODY knows Spar and they have a great ownlabel range, so that was why we decided to go with them. We had been franchisees with other brands before we joined Spar. We’ve had a lot of positive responses from customers since we changed. They’re happy to see something new.

Spar As a leading symbol group, SPAR provides its retailers with a strong supply chain and marketing package

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“Spar has been helpful and they’re very easy to work with. We haven’t had this much help for years. My rep is always ringing up to make sure that we’re getting on with the computer systems alright. My father has already got a Spar and my brother has a shop.

020 8426 3700

I would recommend Spar to my brother as well. “We’re looking forward to things getting back to some kind of normality after Covid-19, with the shop opening up and people being able to come out.”

spar.co.uk/own-a-store @SPARintheUK

FIVE THINGS YOU NEED TO KNOW ABOUT SPAR Spar delivers profitable store developments and redesigns. Innovation is tailored to suit each store and its local community. Spar provides a reliable and efficient supply chain which is committed to keeping stores always stocked. Spar provides retailers with a multimillion-pound marketing package which includes promotions on popular products and seasonal events.

Spar makes sure its retailers are represented on all relevant trade associations and committees, and continues to lobby government on issues affecting convenience businesses. The Spar Benevolent Fund processes applications for those who have suffered from loss. It continues to help retailers and members of staff during difficult times.

Switch to the support you need to succeed Join us TODAY

SYMBOL GROUP VIEW Ian Taylor Retail director, Spar UK

We have a best-in-class supply chain “THE work we have done on the customer proposition was a huge project. Retailers are now benefitting from ranging being based on in-depth customer, demographic behaviour and location analysis. “We have continued to develop our exclusive and

award-winning own-label range with quality, customer-focused products that guarantee retailer margins. “New relationships with exciting partners provide additional in-store service solutions which are driving traffic to our stores. “We engage with and

attract new customers to our stores through effective digital marketing campaigns and marketing-led promotions on popular lines. “We have a best-in-class supply chain in terms of excellent availability and delivery lead times.”

Contact your local SPAR representative at www.spar.co.uk/own-a-store

CATEGORY ADVICE BEERS, WINES & SPIRITS

6-19 APRIL 2021 betterRetailing.com

OPPORTUNITIES IN ALCOHOL Alcohol is a rapidly changing category, with new trends and products emerging constantly. TAMARA BIRCH rounds up what’s new in beers, wines and spirits

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POST-LOCKDOWN PREDICTIONS THIS past year, retailers have capitalised on increased alcohol sales following the closure of the on-trade. In fact, takehome alcohol is experiencing growth of 28% year on year as people look to replicate publike experiences at home. However, as pubs are able to open for outdoor socialising from 12 April, what does this mean for sales? Michael Green, senior whisky specialist at Edrington-Beam Suntory, expects the off-trade to remain important as shoppers

celebrate the end of lockdown. “Outdoor socialising is expected to be incredibly important over summer 2021. “Retailers should look to respond to demand for on the go and convenient products, such as ready-to-drink (RTD),” Green says. Nick Graham, Berczy Drinks co-founder, agrees. “This summer will likely see some of these restrictions continue, and the behaviour of many consumers may well have changed forever,” he says.

Alex Dullard, head of customer marketing, BrewDog

“RTD options will become this summer’s must-have, from canned wine to hard seltzers, consumers will be looking for goods they can pick up in store and drink straight away without having

to chill, mix or prepare.” Make sure to dedicate chiller space to in-demand lines, especially on-the-go formats, as shoppers will be looking for instant refreshment in the hot weather.

“WITH the on-trade closed for most of the year, consumers turned to convenience stores to source their favourite alcohol brands. This has led to retailers re-evaluating their range to ensure they are tapping into shopper demands. “Craft credentials are increasingly important to shoppers as they look to experiment with different tastes and products. Craft beer shoppers in particular are extremely valuable to the category and are also more inclined to try new products and explore, meaning retailers should showcase any new listings to drive trial with this engaged audience. Ensure you stock the topperforming craft beer brands, such as BrewDog Punk IPA, which is the number-one craft beer brand.”

CATEGORY ADVICE BEERS, WINES & SPIRITS

6-19 APRIL 2021 betterRetailing.com

2021 IS THE YEAR OF SPORTS THE rearranged Euros, Olympics and Paralympics are just a few of the sporting events that convenience stores are able to capitalise on this year and drive alcohol sales. Beer tends to be the product of choice during these events as shoppers will be able to watch the events with their loved ones. To prepare for the event, Sasi Patel, owner of three stores in Manchester, is working with suppliers to create in-store theatre. “We normally have bunting, charts and a board to keep shoppers up to date about which teams are left standing.

Although there’s still some uncertainty about whether these events will go ahead, it’s important to prepare because convenience stores will be the hub for these this year,” he says. Jessica Markowski, convenience sales director at Budweiser Brewing Group UK&I, says: “The summer of sport will be a strong driver of at-home consumption this year and consumers will not be short of sporting events to enjoy from the comfort of their own homes. “We expect to see at-home occasions of all kinds maintain momentum, leading to

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James Stocker, marketing director, Halewood Artisanal Spirits “IN addition to traditional calendar events, retailers can also make the most of the changing seasons, getting prepared for the increased consumer demand in the run up to summer when shoppers are looking for drinks for barbecues and garden entertaining. In order to tap into this opportunity, we recommend inspiring customers with a range of eye-catching and interesting spirits that lend themselves perfectly to cocktails and simple summer serves. “With their wide variety of flavours and new lines, our Dead Man’s Fingers rum, JJ Whitley vodka and Whitley Neill gin range cater well to this trend.”

11% growth for the total beer category in 2021, with impulse and convenience growing ahead and gaining a share of the total market.” Summer officially starts on 21 June in the UK, which is the same day as lockdown restrictions are expected to end completely in England. Shoppers are likely to celebrate after a tough year, so it’s crucial to be prepared by stocking up and preparing for impromptu barbecues and social events. “This will be a year of outdoor eating,” says Chris Milton, off-trade sales and export

director at Thatchers Cider. “Cider lends itself to outdoor eating, so promote Thatchers with your barbecue displays.” Make sure to review your range throughout the year, especially your wine range, to ensure sales are maintained throughout the year. “Summer is a key sales period for rosé, with 44% of sales accounted for during the period,” says Ben Blake, head of marketing at Treasury Wine Estates. “White wines, including sauvignon blanc, pinot grigio and chardonnay are also top sellers over the warmer months.”

THE GIN BOOM SPIRITS have always been a staple part of any retailer’s range, but several trends, such as the boom in gin, have emerged in recent years that cannot be overlooked. “Gin is driving growth in spirits, with flavoured varieties making up 45.8% of total value share, and we expect this momentum to continue,” says Diageo’s off-trade head of category development, Hannah Dawson. “People are looking for quality drinks they can enjoy at home and gin forms the base of many popular mixed drinks, such as G&Ts and spritz serves.”

It’s no secret that gin has become a must-stock, but the pandemic has further cemented its place as the go-to spirit, according to Matt Ashton-Melia, sales director at Langley’s Gin. Sathiyarag Thiyagrajah, of Gilmerton Grocers in Edinburgh, has started to stock gins his customers are looking for. “We have customers telling us, ‘Oh, we can get a specific gin with you,’ and they’re now asking us directly if we can find and stock a specific gin,” he says. “Glen’s Vodka, though, remains our number-one-selling spirit per unit.”

CATEGORY ADVICE BEERS, WINES & SPIRITS

6-19 APRIL 2021 betterRetailing.com

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Chris Milton, off-trade sales and export director, Thatchers Cider “CIDER comes into its own in spring and summer, with drinkers enjoying the refreshing nature of cider across many different social occasions – Covid-19 restrictions permitting. In today’s climate, shoppers want to be able to shop quickly, make quick decisions, yet they don’t want to feel they are having to compromise their purchase choice. “So, make the choice easy by having a range on the shelf that is front of mind with your shoppers and meets their buying needs. The importance of the convenience sector will continue. Stores can build on this by ensuring they respond with the ciders their customers want to buy. Trading up to premium has been evident throughout 2020, and that momentum will continue.”

THE FLAVOUR EXPERIMENTATION TASTE and experimentation are expected to dominate the category, especially as we enter summer. Suppliers are already responding to this trend by launching new flavours regularly. Pernod Ricard UK, for example, has recently launched Absolut Watermelon, Havana Club Cuban Spiced and Beefeater Peach & Raspberry to help retailers capitalise on the trend. Meanwhile, the likes of Haig Club Mediterranean Orange has also hit the market. Sathiyarag Thiyagrajah says the amount of flavoured gin on the market can be overwhelm-

ing. “There are so many flavours that we can’t keep up, but gin sales are through the roof this year and the flavoured gins are selling out,” he says. “Tequila Rose was popular among women. Au vodka is also a strong seller with a good price.” EeBria Trade has noticed sales doubling in double IPAs. A spokesperson said: “Over the past four months, the strong, more intensely-flavoured beers have doubled.These beers have a higher RRP and seem to be emerging from niche products more into the mainstream.”

What’s more, the demand for more premium options goes hand-in-hand with a desire to try new flavour combinations. “Particularly with cider, shoppers are becoming more adventurous and looking for flavours that are different,” says Kevin Fawell, off-trade sales director at Molson Coors Beverage. “Retailers should pay attention to their cider range this summer, balancing the classic favourites with new variations like our newly launched Pink Lemon to catch the eye of customers looking to try something different.”

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Sasi Patel, Go Local Rochdale, Manchester

SHOPPERS ARE TRADING UP “Spirits have been one of our biggest growth areas this year in alcohol,” says Patel. “This is due to premiumisation and shoppers trading up. As they’re not going to pubs and bars, they have more money to trade up.” Thiyagrajah has seen a similar trend. “We’re selling more and more premium products and this is a trend that will stick. We’ll get those

higher sales as customers are realising we’re selling those premium lines in store and by bringing in more premium lines, customers will choose us automatically as we have a better range,” he says. Dining at home is one of the causes of this sudden demand to trade up, according to Molson Coors Beverage’s Fawell. “Nearly half (46%) of shoppers are more inclined to trade up

to premium food and drink options when dining at home and, as a result, premium brands are gaining more and more traction in the off-trade, growing ahead of the overall category in the 12 weeks to 31 January,” he says. While shoppers are trading up in spirits, Thiyagrajah has also noticed an uplift in premium wine brands. “Blossom Hill and Hardys were our bestselling lines before the pandemic,

but now we’re selling more Malbec and premium lines. Shoppers are quite happy to spend £10 on a bottle of wine,” he says. “We’ve also noticed shoppers are buying premium wine through our delivery service, but this can be applied in store as well. “We sell a case of Oyster Bay every week, which is priced at more than £10 a bottle.”

“BEERS, wines and spirits has performed really well in the past few months because of lockdown. The closure of pubs and bars has made shoppers notice how far their budgets can stretch – which has shifted their mindset long-term. This has also created more disposable income for shoppers to trade up and I believe this will continue to some extent as lockdown eases. “Craft beers and ales are also increasing in demand because they’re not easily accessible. Shoppers used to go to their local pub to taste new craft beer options, but since being made available to convenience stores, the trade has started to come to us instead.”

CATEGORY ADVICE BEERS, WINES & SPIRITS

6-19 APRIL 2021 betterRetailing.com

key dates Many stores experience high alcohol sales around sports events, so we’ve rounded up the top events happening this year after being delayed 11 June Euro 2021 kicks off, consisting of 51 matches in 12 cities across Europe. The highlight of the group stage is happening Friday 18 June when England hosts Scotland at Wembley. Wales have also qualified and are in the same groups as former winners Italy. 28 June Wimbledon makes a return after being cancelled last year, with the men’s final being played on 11 July, the same day as the Euro 2020 final at Wembley. 18 July The British Formula 1 Grand Prix is happening, where Lewis Hamilton will seek to win for an eighth time. In golf, the 149th Open open reaches its conclusion and British cyclist Tao Geoghegan Hart hopes to win Tour de France.

LOW- AND NO-ALCOHOL HEALTH is a growing motivator for consumers, particularly in alcohol, so make sure your fixtures include a range of lowand no-alcohol options. Calli O’Brien, marketing controller at Aston Manor Cider, says it’s crucial to consider low-alcohol options. “The increase in popularity of low- and no-alcohol options among teepartial and teetoal drinks is a trend set to continue, as more people choose to

moderate their alcohol intake or upgrade from their regular soft drink,” O’Brien says. By stocking a selection of low-alcohol drinks, retailers have the opportunity to attract new and younger customers. Berczy Drinks’ Nick Graham says: “As younger consumers are drinking less and becoming more conscious of nutritional credentials, retailers will need to be able to provide options that attract these customers.

This is where low-alcohol beers and hard seltzers come in.” Hard seltzers have taken the category by storm, and this is largely due to its lowcalorie count. “Hard seltzers provide incremental sales growth to a new set of customers and are ideal for those who still want to drink alcohol, but want a lower-impact option that contains lower sugar, calories and additives,” Graham says.

However, the success of hard seltzers depends on the area you’re in and the customer base you have. For Patel, the category hasn’t taken off as he expected. “There was a lot of hype and marketing around hard seltzers, but sales just weren’t there. The category is very popular in the south and we even ran a promotion, but we’ve had no choice to delist them as customers weren’t buying them,” he says.

23 July The 32nd Olympic Games will begin, and end on 8 July. Rugby union’s British and Irish Lions will play South Africa in a three-test series for the first time since 2009. 24 August The Paralympic Games begin in Japan.

THE RISE OF CRAFT BEER RETAILERS across the UK have been reporting the boom in demand for craft beer, with the pandemic only increasing this. “Craft beer is still growing, with many being converted all the time,” says Stuart Winstone, founder of Yonder Brewing. “Retailers need to be flexible with their craft beer range and keep it rotating as the craft beer drinkers want to explore.” Alex Dullard, head of cus-

tomer marketing at BrewDog, agrees. He says: “Set up a tasting evening when restrictions allow and offer free samples of new launches to engage your customers with the category.” Taste is a key motivator in beers, wines and spirits, and the closure of the on-trade has forced customers to look elsewhere – and it’s likely to stay. Molson Coors’ Kevin Fawell

says the category has grown in value by 43.7% in the 12 weeks to 31 January. Craft beer can be a difficult category to capture new customers, so education is key. Work with sales representatives or reach out to suppliers directly and find out about the right range to stock and to correctly market your range, whether this is through PoS in store or on social media.

DON’T MISS THE NEXT ISSUE OF RN OUT

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‘IF SOMEONE ASKED US TO STOCK SOMETHING, WE WENT OUT AND FOUND IT FOR THEM’ The RETAIL EXPRESS team asks how retailers are building the loyalty of new customers gained during the pandemic

THE PROBLEM The pandemic saw convenience stores attract a host of new customers. What can retailers do to retain them as we emerge out of lockdown?

Himansu Patel, Londis Parkhouse Road, Shipton Bellinger, Hampshire

“IT’S a question of asking them if they want anything. Ours is a village store with a limited customer base of around 1,500 to 1,700 people. So, the �irst thing I did was I enquired if they wanted us to stock anything in particular. It could be as basic as a particular �lavour of Space Raiders. “Mushroom ketchup was the weirdest one I got. We got asked to stock oatcakes and other gluten-free products, but we made sure if someone asked us to stock something, we went out and found it for them. “If they know they can come to you and you’ve shown that consideration and effort to get it, they’re more likely to come to get that and even more stuff as well. Changing with the seasons is important as well. When it comes to brands of whisky and vodka, for example, preferences change throughout the year.”

Ushma Amin, Londis North Cheam, Surrey

“AT the moment we are offering free deliveries on our convenience goods, from crisps and snacks to bread, butter and milk. We’d already been offering people that before the pandemic anyway, for some of our elderly customers, for example. But since the pandemic, we’ve picked up a fair few more. We’ll try to continue that service even after we come out of the pandemic. Supermarkets charge for their deliveries and we make sure that we don’t do that and that people know about it. “We’ve got a swing board outside that says ‘Free deliveries’. That’s what I’m trying to promote. I’ve picked up loyalty mainly from the elderly customers – the young and middle-aged, not so much. I saw a boom last year, but that’s mostly disappeared. I have some local people from round the corner. But it’s all my elderly clientele that have come back to me.”

Gerald Thomas, Arcade News, Ammanford, Swansea

“WHEN it all kicked off last year, we gained 150 new paper delivery customers and we’ve retained about 135 of them. These are brand-new customers that we’ve gained and the retention is good. One gentleman used to buy magazines in Tesco, but he won’t shop there now. He asked me to stock the magazines he buys. I got them in, and he buys them from us. People are asking us to get more magazines and we’re getting them. “We’re close to �ive schools and we sold a lot of sweets during the day. All that stopped during lockdown because you couldn’t have lots of children in the shop. We created sweet boxes for £5, and put them online. When lockdown started, we offered free delivery, and we’ve probably sold £5,000-worth of them. People keep ordering. We have done Christmas- and Bon�ireNight-themed boxes, with dress-up deliveries.”

Facing a challenge? We’ve teamed up with the betterRetailing.com Support Hub and the IAA to provide a helpline for the answers you need. Call 020 7689 0500, email iaa@newtrade.co.uk or visit betterRetailing.com/coronavirus