TalkingShop June 2017

Talking Shop ISSUE 89 – June 2017

The magazine for Premier retailers

PLUS

Taking control Kirkcaldy retailer Faraz Iqbal reshapes family store for success

Healthy Profits

Driving sales from healthy products

Smoke Signals

Tobacco retailing in a new era

12x355ml WSP £15.99

POR 60.03% RSP £4

LAGUNITAS DRINKABLE BARLEY ME 6.2% A.B.V.

Beer Speaks, P

S IPA IS WELL-ROUNDED AND HIGHLY E IPA. A TOUCH OF CARAMEL MALT ELLOWS OUT THE TWANG OF THE HOPS. V. • Lagunitas is the #1 IPA brand in the USA, tripling its volume growth in the UK vs. LY • Delivering incremental value into the Modern Craft category with an APPL +40p HIGHer than Modern Imported Craft.*

People Mumble.

Talking Shop | June 2017

Welcome Talking Shop ISSUE xx – xxXxx/x

xx 2017

Welcome to your latest packed

The magazine

issue of Talking Shop as we enter

for Premier reta

ilers

another critical trading period for Premier retailers. It’s a busy time in general with the recent Election still fresh in the memory and a busy summer lying ahead of us – hopefully with more of the footfall-driving sunshine and warm temperatures.

One of the main benefits of being a Premier retailer is being part of the biggest and best symbol group in the UK and being able to share knowledge and learn from other Premier retailers. You’ll find four inspiring profiles in this issue covering four very different stores but all showing fantastic creativity, commitment and passion.

Also in this issue we we will be continuing our series of in-depth articles outlining how to get the most out of social media for your store. This time we look at making more of Facebook in an article including coverage of some of the recent live Facebook Workshops we’ve been running across the country.

This issue also includes a closer look at three important categories for all Premier retailers – butters & spreads, frozen meals and healthier options. All three categories

Taking control

Kirkcaldy reta iler Faraz Iqbal reshape s family store for success

PLUS

Healthy Profits Driving sales from healthy produc ts

Smoke Signals

Tobacco reta iling in a new era

TalkingShop May-Jun.

indd 1

26/06/2017 16:15:11

COVER STORY Kirkcaldy retailer takes over the reins from his father with a major refit.

THE THREE BIG STORIES 15 Rewriting the rules

A look at Dan Cock’s exceptional new store.

27 Spread the profits

How to make the most of the growing butters and spreads category.

47 Facebook workshop

More advice on making social media work for you.

are performing well and our advice will help you ensure you are getting the very best out of them in your store.

I hope you enjoy this edition, however if you have any thoughts and suggestions please feel free to email me at martyn.parkinson@booker.co.uk. Good trading!

Martyn Parkinson, Brand Director Premier

4 TalkingShop

JUNE 2017

Share your shop news

If you’ve got news, tips or feaure ideas, get in touch with Talking Shop. Just pick up the phone and call:

0141 22 22 100 or write to: Talking Shop c/o 55 North Ltd. Waterloo Chambers 19 Waterloo Street Glasgow, G2 6AY or email: talkingshop@55north.com DISCLAIMER: Prices are correct at time of going to press, but may be subject to change.

43

15

Healthier profits

Outstanding innovation in Cornwall

18

Big ambitions in Shrewsbury

31

Meal Deal

50 Great vaping opportunity

New frozen meal deals

2 PACKS OF BIRDS EYE COD, A BAG OF BIRDS EYE PEAS AND A BAG OF HAPPY SHOPPER CHIPS

for

5

£

78279 30 NP05 Prem

PM £1/£1.29/£2.49

Incl. Crinkle Cut Oven Chips/S traight Fry Chips 200g/375g/900g

A5 Vinyl.indd 1

12/06/2017 10:52

7

8

9

Premier news

18 Burning ambition

43 Healthier margins

Booker wins big once more at the

Shrewsbury retailers aiming high

Cashing in on growing demand for

CTP awards.

with latest store project.

healthy and free-from lines.

News

22 New direction

47 Facebook roadshow

Premier retailers win big in industry

Bury St Edmonds couple launch

New roadshow to help retailers

awards once more.

career in retail in style!

leverage social media.

News

24 Taking control

Three in a row for Booker at the

Kirkcaldy retailer takes over the

Grocer Gold Awards.

reins of the family store.

11 Community news

27 Spread the profits

A round-up of some great work by

Advice on making more of the

Premier retailers.

butter and spreads category.

13 Industry news

31 Super cool sales

It’s time to take a fresh look at the

New frozen ‘meal deals’ and ice

much changed tobacco category.

cream promotions to deliver sales.

15 Rewriting the rulebook

37 Ones To Watch

A look inside Dan Cock’s

Some important products to

outstanding new Premier store.

consider for your store.

50 Tobacco update Guide to managing the category post-EUTPD2.

57 Guest column Tony Mallaban makes and save mores with food to go.

37

Ones To Watch

JUNE 2017 TalkingShop

5

PremierNews NEWS, ACHIEVEMENTS AND OPINIONS FROM ACROSS PREMIER

INBRIEF Premier is the ‘Shopper’s Favourite’ – and it’s official!

RETAILERS THUMBS UP ON RESPONSIBLE RETAILING

Premier has been officially voted by shoppers as the UK’s favourite symbol group for the second year in a row at the recent CTP Awards, organised by HIM, in London.

Premier retailers are among those being congratulated

by National Lottery operators Camelot following a testpurchasing camapign in stores across the country where a massive 89% of retailers visited correctly asked for ID as proof of age on the first occasion – up 3% on 2015’s results.

Camelot visited 11,600 stores such as part of its longterm commitment to prevent underage sales and promote responsible retailing.

Camelot’s Head of Retail SHOPPER’S FAVOURITE: Steve Fox, Managing Director – Retail at Booker, collects the award in London.

James Pearson said: “We’re delighted with the 89% passrate and I’d personally like to

Premier’s place as the number one symbol group in the UK has been confirmed once more at the recent HIM CTP Awards in London. Premier was officially named the Shopper’s Favourite Symbol Retailer for 2017.

This is the second consecutive year Premier has won Symbol Retailer of the Year.

Steve Fox, Managing Director – Retail, was at the

event in London to collect the award.

Shoppers gave their ratings on a wide array of factors right across the store from availability and ease of shop to range and staff friendliness as well as loyalty and purchasing behaviours.

Martyn Parkinson, Brand Director Premier, told Talking Shop: “This is always a very

special reward for Premier to receive because it is based entirely on feedback from shoppers.

“It’s an exciting time for Premier and awards like this highlight the progress we are making.

“My congratulations go to all Premier retailers for their commitment – let’s aim for three in a row next year.”

thank all of our retailers for this achievement.”

TALKING TACTICS What are you doing in-store to stand out in your local market?

Share it with us and your Premier retailer colleagues at talkingshop@55north.com 0141 222 5380

June 2017 TalkingShop

7

News

INBRIEF Premier Smeaton Stores NEW E-LIQUIDS DEAL DELIVERS FRESH OPPORTUNITIES FOR PREMIER RETAILERS A new deal negotiated by Booker is set to open up new profit opportunities for Premier retailers. The deal gives retailers access to a new range of high quality e-liquids.

named SLR Community Retailer of the Year

Kirkcaldy retailing husband and wife team Asif and Abada Akhtar have been named Community Champions at the recent SLR Rewards in Glasgow.

Edge e-liquids are all made in the UK and meet all of the relevant EUTPD2 requirements which were implemented on May 20th.

The entire range is price marked at just £2.50 and is presented in an attractive counter top case provided free of charge to ensure maximum visibility in-store.

The liquids are available in 10 popular flavours to suit most tastes from the traditional to the more modern.

Premier retailers are being offered 20 free outers worth COMMUNITY FOCUS: Asif and Abadha collect their award.

£250 at RSP with replenishment outers available at £3.99 + VAT per outer, delivering amazing PORs of 61.7%.

The £2.50 price point is extremely competitive and will drive both trial and repeat purchase in this fast-growing category.

8 TalkingShop

June 2017

Retailers Asif and Abada Akhtar who run Premier Smeaton Stores in Kirkcaldy have been named Community Retailers of the Year at the recent SLR Rewards held in Glasgow. The couple, who have built an enviable reputation for an extensive range of community-based activity, were highlighted as the best in Scotland and picked up an iPad Air 2 into the bargain as their Reward.

The judges commented: “The work that Asif and Abada have consistently done in their store for the benefit of the local Smeaton community in Kirkcaldy is nothing short of remarkable. Their commitment to playing an engaged, active role in their local community seems to have no bounds and they seem to be at the heart of the majority of activity that takes place in the area.

“From raising funds for local charities to organising public BBQs, from helping to restore the local community centre to funding an electric wheelchair for a loyal shopper who couldn’t afford one, Asif and Abada are what community

retailing is all about.

“This dedication to their shoppers is what sets independent stores apart and it’s businesses like Premier Smeaton Stores that make this industry so special.”

Also picking up an award on the evening was Scotfresh Denny which won the E-Cigarettes Retail of the Year prize. The store picked up £1,000 in holiday vouchers for having what the judges called “the perfect e-cigarettes fixture, catering for every possible taste”.

VAPE KINGS: The Scotfresh Denny team accept their award.

News

Booker named Wholesaler of the Year for third year running!

Booker wins the Wholesaler of the Year title at the Grocer Gold Awards for the third consecutive year and seventh time out of the last eight.

Booker’s oustanding run of success has continued at the Grocer Gold Awards with the news that they have been named Wholesaler of the Year. Remarkably this is the third year in a row and the seventh year out of eight that Booker has claimed the biggest prize of all the Grocer Gold Awards!

The judging panel commented: “Much as the judges wanted to give rivals credit, such were the achievements of Booker in 2016, they found it impossible not to give this award to Booker.”

One judge commented: “Every aspect of the business keeps improving year after year.”

SAMSUNG has followed Apple and Android to become the latest business to launch its own contactless payment system via its mobile devices.

UK food sales rose 3.2% on a like for like basis in the three months to June, despite a slow down in the wider retail sector, acorrding to the latest data from the BRC-KMPG Retail sales Monitor.

WHAT’S

HOT What’s good and bad in the industry

BOOKER BRINGS IT HOME: Charles Wilson accepts the Wholesaler of the Year award for Booker.

WHAT’S

NOT

Improved Mega Deals package set to help Premier retailers drive footfall and lower sugar or salt items.

The first six ‘Mega Deals’ launched are: l Robinsons Fruit£1 & Barley 1L l ity locamun Ourcom £1.69 PM – buy 1 get 1 Free £2 £2 £2.49 l Nescafe Gold 100g – £2.49 £4 £5 l Bakers 1.35kg – £2.00 l Pepsi/Pepsi Max Cans 12 x £5 330ml – £3.50 £3.50 £3.50 £10 l Velvet Comfort 9 Roll – £3.50 l Echo Falls Chardonnay, White Zinfandel, Merlot 75cl £6.69 – any 2 for £10 Healthy living with healthier choices ANY 2

ONLY

for

£1.50

PM £1 OR 2 FOR £1.50

99p

6x500ml

500ml

BUY 1 GET 1

500ml

for

£1

PM £4

ANY 3

£5

£5

for

330ml/500ml/ 550ml

£5.50

£7.50

75cl

75cl

500ml/568ml

ANY 3

PM £3.99 100g

PM £3.69 1.35kg

PM £7.50

PM £5.50

75cl

ANY 3

EACH

PM £1.69 1L

PM £5

for

ONLY

ONLY

GET 1 FREE

EACH

550g/750g

VARIETIES AS STOCKED

75cl

BUY 1

PM £2.99

PM 85p 40g

VARIETIES AS STOCKED

new

ONLY

ANY 2

FREE

PM £1 85g

PROUD TO SERVE

ANY 2

for

£1

£2.49

INFLATION rose to a four year high of 2.9% in May, according to official Government statistics. The Consumer Price Index 12-month rates hit 2.9%, against a figure of 2.7% from the previous month, with food prices contributing to the upward trend.

ANY 2

£4

for

630ml/640ml/ 650ml/660ml

ANY 2

£5

for

for

3x330ml/4x330ml

330ml/500ml

offering bags of opportunity

£3.50 330ml

ONLY

One of 25

4K Smart HD Televisions

2 fo r £1.50

EACH

To enter visit:

ANYor 2

ONLY

£4.50 12x330ml

f

£4.49 9 Roll

£6.69 75cl

www.premier-stores.co.uk

Terms & conditions apply.

See www.premier-stores.co.uk for details. Prize images are for depiction only. TV screen at least 36”. Model confirmed when winners are contacted.

Opens 7/6/17 and closes 11/7/17.

Offers available 07/06/17 to 11/07/17

C0/M0/Y0/K70

@MyLocalPremier

NP04 EW LIC

Premier has announced that their promotional package is set to get even better with each promotional period now featuring not four but six market-leading Mega Deals.

The new Mega Deals will include a guaranteed alcohol and paper promotion every four weeks and still aim to deliver a POR of 15%. (excluding alcohol). Every promotion will also include a frozen meal deal. This will change every promotion to keep driving interest and sales. This mechanic has been specifically launched due to retailer feedback, who said they needed this everyday value from the freezer, while still maintaining a healthy POR of 20%.

There will also be a greater focus on health with a ‘healthy living’ section to drive footfall, including ‘free from’ products as well as water, protein bars

BOOKER Chief Executive Charles Wilson has been named Vice President of industry charity GroceryAid, a charity that is “very close to his heart”.

www.premier-stores.co.uk

C60/M0/Y40/K20

Kids and grown-ups love it so, the happy world of Haribo!

77836 NP04 Premier EW Lic Leaflet.indd 1-2

“We are proud of our Mega Deals and they have proved massively important to shoppers, which in turn has increased sales and profits in Premier stores,” said Martyn Parkinson, Brand Director Premier.

08/05/2017 10:21

RETAIL footfall growth has been tempered in the last few months by cautious shoppers, according to the Ipsos Retail Performance’s latest Retail Traffic Index. Overall store visits in April were up only +2.7% against April 2016 when Easter fell in the previous month.

June 2017 TalkingShop

9

The original light, refreshing, cold filtered apple cider. Best served ‘frosty’ over ice.

N I W

THE

E T A M I ULT

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1. Find the printed code on your ice cold Frosty Jacks 2. Enter online at www.frostyjacks.co.uk 3. Find out instantly if you’re a winner!

Pack sizes available: 3 litre sharing bottle (PET) - 4 x 3Ltr 500ml can - 4 x 500ml 2Ltr - 6 x 2Ltr 1Ltr - 12 x 1Ltr

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On pack promotion available from May until July 2017

CommunityNews OPINION, NEWS AND ACHIEVEMENTS FROM PREMIER RETAILERS

Mina raises £3,500 in INBRIEF memory of late husband NORFOLK RETAILER IMPROVES PERFORMANCE

After a quarter of a century without a trim, Diss Premier retailer Mina Patel took the bold and generous design to chop off her hair to raise £3,500 for MacMillan Cancer Research.

After taking ownership in 2015 of Dickleburgh Stores, a fixture in the rural Norfolk village for more than 100 years, Mike Humphreys decided to undertake a major renovation of the premises to ensure it appealed to the local community, whilst improving the store’s efficiency and running costs.

After receiving advice from expert installers, the store now boats a low cost, high efficiency Zeas refrigeration system, saving 30% in operational electrical power consumption – approximately £1,700 a year.

“The operating cost savings resulting from greater efficiency should give me a payback for the additional capital cost within 18 months,” Mike said. “The Zeas installation was fitted into a tight renovation programme to

In memory of her late husband Vijay, who passed away a couple of years ago after battling cancer, Premier retailer Mina Patel made the brave decision to chop off her 4ft 10in long hair to raise money for cancer charity, Macmillan.

Thanks to donations in store and through a Just Giving page, Mina raised £3,858 for the charity.

She also donated her hair to the Little Princess Trust charity to make wigs for children who have lost theirs due to cancer treatment.

Mina was humble in her ambition and only decided to do some fundraising on the back of her decision after locals showed their support. “I was only going to give my hair, but then people said ‘why don’t you fundraise as well?’ I don’t like to ask for things, but then they said ‘I would

like to give to you.’”

Mina was nervous about the haircut, having not set foot in a hairdresser for over 25 years, but her connection to the charity drove her to making the decision. “Our family has been deeply affected by this awful disease, and I wish to support these two amazing charities that do so much to help cancer patients and their families.”

The plait of hair she donated was 3ft long and weighed 17.6g. Mina says is still not used to having such short hair. “When I was little I always had long hair – I never had a fringe or anything in my life because I was worried about what it would look like,” she said. “But the charity are looking for real hair, so I thought I thought I could do something to help.”

minimise disruption of trading and any inconvenience for customers, for whom the shop is both a focal point in the village, and a convenient source of essentials.”

TALKING TACTICS What are you doing in-store to stand out in your local market?

Share it with us and your Premier retailer colleagues at talkingshop@55north.com 0141 222 5380

June 2017 TalkingShop

11

IndustryNews A DIGEST OF NEWS FROM THE INDEPENDENT RETAILING INDUSTRY

It’s time to ensure tobacco will continue to deliver for you

INBRIEF £4M LOTTERY PACKAGE FOR INDEPENDENTS

The new EUTPD2 legislation is a great reason for retailers to take a fresh look at the category and ensure they are doing everything they can to maximise profits in a vital category.

National Lottery organiser Camelot has announced a new £4m package of support specifically for independent retailers to help boost bottom lines – and build on the £36bn that they have helped Camelot to raise for Good Causes since 1994.

The first phase of the

The new EUTPD2 tobacco legislation is now in force across the UK, changing forever the way that retailers sell tobacco and related products.

While the new rules bring many new restrictions, tobacco will continue to be a vital category for all retailers and Premier is urging all retailers to use the implementation of the new regulations as a springboard to take a fresh look the category and ensure that they are doing everything in their power to maximise profits from what is still a very large and very important category.

All Premier retailers should now be fully up to speed with the new rules and fully compliant with all of the new legislation that came into force on May 20th. The real challenge going forward is for retailers is to ensure that the tobacco gantry is stocked with the right range to deliver the highest profits for the store.

Martyn Parkinson, Brand Director Premier, said: “In such an important category, identifying the fastest moving lines – and keeping them in stock at all times – is the key to success. With

70% of sales coming from just the 39 top SKUs, it’s vitally important that Premier retailers identify those lines and make sure they are in stock around the clock, seven days a week to make sure they don’t miss out on any sales or profits.

“Retailers need to understand if they are stocking the national best sellers and the regional best sellers, what the ‘cheapest on display’ are, and which products make the most profit. They should also ensure they have a copy of their price list available for shoppers, and that they have a great vape offer.”

To help retailers achieve all of these aims and as part of its long-standing commitment to keeping Premier retailers fully aware of all changes in the tobacco category, Booker has updated its very popular Tobacco Legislation Guide. Turn to page 54 for more information.

The Guide covers all aspects of the legislation but also focuses on helping retailers ensure they continue to reap maximum sales and profits.

ongoing programme will see independents receiving new permanent POS materials and signage such as pavement signs, floor mats, poster frames and door signs.

Camelot’s Head of Retail, James Pearson, commented: “Our retail partners play a huge role and we want to help them add value to their businesses.”

TALKING TACTICS What are you doing in-store to stand out in your local market?

Share it with us and your Premier retailer colleagues at talkingshop@55north.com 0141 222 5380

June 2017 TalkingShop

13

Whitstone, Cornwall | STORE PROFILE

Rewriting the

rulebook

OUT IN FORCE: The Whitstone community celebrating the re-opening.

Cornwall Premier retailer and PDG member Dan Cock’s newly rebuilt store is a fine example of genuine innovation, incorporating a bar and a café into an outstanding development.

Store CV:

Name: Premier Whistone Village Stores, Holsworthy Retailer: Dan Cock Time as a retailer: 10 years Time with Premier: 8 years Size: 3,000sq ft Staff: 15 Name: Licensed, ATM, PayPoint, Lottery, Costa Express, Restaurant, Bar, Post Office, Dry Cleaning, Photocopier Nearest Competition: No competition for around 7 miles Trading Hours: 7am – 9pm (Bar licensed until 12.30am)

I

t would be doing Cornwall retailer and PDG member Dan Cock a disservice to describe the recent relaunch of his Premier business as simply a refit. What Dan has done with this store could perhaps better be described as tearing up the rulebook and rewriting a brand new one all of his own.

Once a busy but traditional convenience store and Post Office, the new business now features a fully refitted store as well as a full café, bar and lounge that has very quickly established itself as the primary hub of the Whitstone community it serves.

“The idea for the refit started out a lot less grand,” admits Dan, “but it grew arms and legs and we just got more and more ambitious about what we wanted to do with

40%+

Growth in store sales since relaunch the business.” That journey began a couple of years ago when the village carried out a ‘Parish Plan’ exercise, a project that Dan describes as “more or less a SWOT analysis for the village”.

That analysis looked at what the village had as positives and what it was missing.

“It was the part about what was missing that really got me excited,” explains Dan. “Whitstone is a very small rural village and June 2017 TalkingShop

15

STORE PROFILE | Whitstone, Cornwall it basically didn’t have a lot of amenities that most places take for granted. There was no pub, for example, and no place where adults could meet socially of any description.”

Dan’s first idea – the “less grand” one – was simply to add a café to the store.

“The store basically occupied one of two adjoining cottages so when I acquired both those properties a few years ago I always planned to develop the derelict one next door to the shop. A café seemed a straightforward option, but as time went by I thought it might be better for the village to have something more ambitious.”

3%

Increase in retail GP since relaunch At the time Dan had been talking to other PDG members and having a look around the UK at what other retailers were doing in terms of innovation and quickly decided that he would move his plans up a gear or two and eventually settled on the concept of a full pub, restaurant and café development that would add most of the missing amenities identified by the Parish Plan, all in one go.

All of this was taking place around 18 months ago and the project finally started to come to life over the winter when a sixmonth building plan was sparked into life with a deadline set to be open for Easter. Not a man to miss deadlines, Dan is proud that the store opened on the very day planned.

“It was a huge project, and not just in financial terms,” says Dan. “It was a six figure investment in total but it also took a lot of time and energy to bring to life because I wanted it perfect.”

One quick look around the new store is enough to see that Dan got his wish. The new development is simply stunning. The once derelict cottage is now a sleek bar and restaurant while the existing store has been refitted to the highest standards with a doubling of chilled space and a similarly increased off sales section.

The new store has only been open since Easter but the response from the village has been quite phenomenal. “I think it’s fair to say the community loves it,” says Dan, modestly. “It gives the entire village a

16 TalkingShop

June 2017

much better focal point now and it will be intriguing to see how it develops in future.”

The future will indeed be intriguing, but it has already been special. Sales in the store are already up “well over 40%” with footfall up 20%. Most encouragingly of all, gross profits are up by 3%.

“We’re still finding our feet a little,” admits Dan. “But we knew it would be that way. The two businesses are helping to feed shoppers into each other and we’re learning how that works as we go. We spend a lot of time watching our shoppers and studying their behaviour and we’ve already made some changes like adding a carry out option to the foodservice side after a shopper literally brought a plate to the store and asked if he could buy one of our Sunday roasts to take home! We now offer a permanent ‘bring a plate’ option.”

Dan estimates that the ratio is already around 50/50 in terms of eat in sales versus takeaway sales and roughly 60% food versus 40% wet bar sales with Dan making around 60% GP on food.

Adding a restaurant and bar has obviously brought its own unique challenges for Dan, not least in terms of staffing. “We used to have nine staff and now we have 15,” he explains. “That includes a professional chef and staff for behind the bar, so it’s been a major upheaval and we had to do a lot of work training before the store re-opened so we could hit the ground running.”

Remarkably, all of this has been achieved without any significant marketing commitment, which suggests there is still a lot of room for growth in future. “We want to get the systems and procedures properly working and in place and we want to have a good handle on what our shoppers really want from this store before we switch the marketing machine on,” says Dan. What has Dan learned from the experience so far? “It’s strange because the concept is relatively unusual and very different from a typical convenience store but we’re learning that it’s exactly the same rules that apply: great availability, keep it looking fantastic and deliver great customer service.”

For Dan however, the hard work is only beginning. “At this stage we’re still a lot closer to the beginning than we are to the end of the development, or even the middle,” concludes Dan. “But it’s an exciting time for us and we’re learning every day – and we’re enjoying every day.”

BARMAN DAN: Dan pulling pints in his new bar.

CHEERS!: Dan’d partner Viki puring pints behind the new bar.

CAFE CULTURE: The cafe acts as a meeting point for community.

What are your views? Call 0141 222 5380 or email talkingshop@55north.com

20%

Increase in footfall since relaunch

RISING TO THE OCCASION: Fresh bread and bakery is a larger focus in-store.

INNOVATIVE IDEAS: The store is packed with new merchandising concepts.

ON THE MENU: Dan is still learning what its shoppers want from their new store.

SHOPPER TALK: Dan’s shoppers are over the moon with their new store.

June 2017 TalkingShop

17

STORE PROFILE | Shrewsbury

Talking about a

revolution Store CV:

Name: Premier Dedman Stores, Shrewsbury Retailers: Perdeep and Lakhvir Bhathal Time as retailers: 13 years Time with Premier: 3 months Size: 1,300sq ft Staff: 5 full time; 7 part time Services: Lottery, PayPoint, licensed, coffee machine, ATM Nearest competition: Small Co-op less than a mile away Trading hours: 7am – 10pm

W ORIGINAL & BEST: Perdeep and Lakhvir with their team.

Shrewsbury retailers Perdeep and Lakhvir Bhathal have transformed a tired, run down store into a stunning, modern Premier store and are already seeing the results after just a couple of months.

18 TalkingShop

June 2017

hen Shrewsbury Premier retailers Perdeep and Lakhvir Bhathal decided that, after 12 years running a small store, it was time for a bigger challenge they knew they had found what they were looking for whey they found a run down, tired store in leafy Shrubbery Gardens in Shrewsbury.

“My husband and I had run a store for over 12 years and it was quite a small store that was relatively easy to manage as we were also busy bringing up our small children throughout that period,” explains Perdeep. “But when the kids got a bit older we decided we wanted something a bit more challenging with a bit more potential for growth.”

The store the pair found was, in Perdeep’s words, “like the store in

What are your views? Call 0141 222 5380 or email talkingshop@55north.com

IN WITH THE NEW: Wider aisles allow shoppers freedom to move around much quicker and easier.

FRESH IDEAS: The store is trialling lots of ideas to bring new custom.

{

CAFE CULTURE: A new coffee machine adds another reason for shoppers to visit.

Open All Hours on TV” and had been in the same family for two generations. “The family we bought it from had owned it for over 80 years and I don’t think it had been refitted in that entire time!” she laughs.

Perdeep and Lakhvir concluded the deal and took the store over in August last year and tried to run it as it was for a few months but quickly realised that it was never going to work they wanted. Perdeep says: “We gave it a go but it was patently obvious that we needed to basically rip it up and start again from scratch. That meant a full refit and literally everything but the floor was replaced and upgraded.”

After periods with other symbol groups in the previous store, Perdeep says she needed to work with a symbol group who understood independent retailing and understood what was required to make a convenience store successful.

“When we moved to the new store we wanted a fresh start with a symbol group who was prepared to work with us to achieve our goals. I have two brothers who own stores – Amo and Mikey Cheema – and both of them

I have two brothers who own Premier stores and I was just jealous of they support and the package they were getting!

}

are with Premier. I was watching them and was just jealous of the support they were getting so I spoke to them both and they reassured me that Premier was the way to go – and I have to say that their advice was spot on!”

Perdeep says Premier’s help during the refit was “second to none” and Premier played an instrumental role in planning the layout for what was effectively a brand new store.

She comments: “The layout was all over the place before, with some categories spread out in three or four places around the shop. There was no logic to anything and it was very difficult for the shoppers to find what they were looking for, so we just started with a blank canvas and created what is now an attractive, modern convenience store that is easier and more enjoyable to shop.”

A lot of work was done to focus on key categories like fresh and chilled with five metres of new chilled refrigeration added and even a market-style barrow outside the front of the store for fresh fruit and vegetables to attract shoppers in and drive sales in an important, growing category.

“We were simply trying to build a modern store to modern standards,” explains Perdeep, “and I’m happy that we achieved it.”

A coffee machine was added and, as Talking Shop visited the store, a new ATM was in the process of June 2017 TalkingShop

19

your

favourite biscuits

nibbly nibble

Available in Booker now

in a

Code

Description

Format

M203397

McVitie's Digestives Nibbles Milk Choc £1PMP

14 x 80g

M203399

McVitie's Digestives Nibbles Caramel £1PMP

14 x 80g

M224297

McVitie's Hobnobs Nibbles Milk Choc £1PMP

14 x 80g

Stock up now!

What are your views? Call 0141 222 5380 or email talkingshop@55north.com

FRESH APPEAL: A barrow style display for fruit and vegetables attracts passers by.

COOL INVESTMENT: The store benefits from all new refrigeration.

being fitted. Being the only store of any description for around a mile, Perdeer and Lakhvir were keen to offer as many product categories as possible to ensure the local community didn’t have to go anywhere else for their impulse, top-up and main shop needs. As a result, grocery remains a major focus alongside the traditional impulse categories like soft drinks, confectionery, crisps, snacks and tobacco.

It hasn’t all been plain sailing, as Perdeep is happy to admit, but she had anticipated a challenging early period as the couple settled into a new area in a very traditional community. She says: “We’re new to this community and so we anticipated a bit of weariness from the locals. That being said though, so far though it has all gone well and the more we continue to trade here the more we can build a place for ourselves at the heart of the community. We had a Grand Opening Day in March, we’re already working on projects to raise funds for local charities and we’re supporting the community’s annual carnival in September.

That hard work is paying off.”

The store has also listed a range of Polish foods to help cater for the significant local Polish population, another move that has brought fresh faces through the door.

To help demonstrate their commitment to the local community, the pair also retained every single member of staff who were working at the store when they took over, a shrewd move.

“It definitely helped at the outset,” admits Perdeep, “but now I have to say that the team is absolutely fantastic and I’m so proud of how they’ve coped with so much

change. We couldn’t have done it without them.”

While it’s still very early days, Perdeep says that the store has been in “double digit” growth since the very first day after the re-opening – and she has high hopes for continued growth in future.

“It has taken time but I am confident we’re getting there,” concludes Perdeep.

“Not a day goes past without new shoppers crossing the door and we have had so much positive feedback on the refit. It’s an exciting time and we’re enjoying the journey!”

EXCITING TIMES: Lakhvir is enjoying his success with Premier.

PASS IT ON LAKHVIR HAS THE FOLLOWING TIPS FOR FELLOW PREMIER RETAILERS: Get a rapport with shoppers – they have to feel more like your friend than your customer.

Hard work and determination – nothing is achieved without hard work.

Change with the times – you have to keep evolving and adapting.

June 2017 TalkingShop

21

STORE PROFILE | Bury St Edmonds

control Taking

After a career in freight, Mahesh Odedra and wife Arti decided to take control over their own lives by buying their own convenience store – and have never looked back.

Store CV:

Name: Lake Avenue Convenience Store & Post Office Retailers: Mahesh and Arti Odedra Time as retailers: 18 months Time with Premier: 18 months Size: 1,350sq ft Services: Post Office; licensed; Lottery; hot food; hot drinks; ATM Nearest competition: Spar ¼ mile away; Co-op superstore ½ mile away Staff: 14 Trading hours: 6am to 9pm Mon – Sat; 8am to 8pm Sun

1,500 Households in catchment area 22 TalkingShop

June 2017

GROWING UP: The store was extended by over 350sq ft when Mash and Arti took over in late 2015.

B

ury St Edmonds Premier retailer Mahesh Odedra first got a taste of what it could be like running his own business after many years in the freight industry when he was appointed as Associate Director of the firm he was working for – and quickly decided owning his own business was the way to go.

“I had been in freight and transport for about 12 years but that taste of ownership and control really got me fired up and I decided, after a long chat with my wife Arti, that owning our own business was going to be the best way of controlling our own destinies,” says Mahesh, known better to his shoppers as Mash.

“At the time we were expecting a baby too and the nature of my job meant that I was commuting a lot and I could be away from home for long periods so we really wanted to make a change that would allow us to live a better life and have more say over what we did with our lives,” he adds.

Retail was only one of the many options that Mash considered but, with family in the trade, it was the one he felt most comfortable with and it was the one he felt offered him and his family the most potential.

He explains: “I looked at everything from pubs to manufacturing, but my family is in retail and we quickly decided to start looking for a shop.”

Eventually the pair found their store in Bury St Edmonds, a long way from their Leicester home, so it was all change. “We basically changed careers, moved house and had a baby in the space of three weeks,” laughs Mash. Arti had been a graphic designer but was equally enthusiastic

What are your views? Call 0141 222 5380 or email talkingshop@55north.com

FOOTFALL DRIVER: The Post Office helps drives footfall to the store.

DEAL MAKER: The Premier promotional programme is driving sales growth.

CHILL OUT: Over 15m of chilled space was added for beers, wines and ciders

KIDSZONE: Mash was sceptical about a kids zone but it has worked well.

BIG NIGHT IN: A big night in section adjacent to the alcohol chiller drives up basket spend.

40%

Year-on-year sales increase about a fresh start and a chance to own their own business. Mash’s mum also joined this new life in Suffolk.

The store, which had been a successful Premier store for many years, re-opened in November 2015 after a major refit and an extension that added 350sq ft. “To be fair, it was a good shop when we took over,” says Mash. “But we had a few tweaks we wanted to make and one major change which was to build an extension where we could site a new, much larger chilled alcohol section.”

That work took around a month and required the removal of a load-bearing wall which was both complex and expensive, but the result is spectacular. The store now has an extra 15 metres of chilled space for an extensive range of beers, wines and ciders.

The other major change made by Mash was the introduction of a dedicated hot food and drinks section, near the front door. A Country Choice hot food unit, a new coffee machine, a selection of muffins and cookies and a small range of energy drinks helps tempt shoppers as they walk through the front door. From a standing start, food to go now accounts for around 10% of turnover.

The rest of the shop offers everything shoppers could want and manages to get a lot of range into a relatively small space but without clutter. The fresh and chilled range is extensive, crisps, snacks and confectionery are sited in high traffic areas and soft drinks have prime siting by the front door. A kids zone has also been a success, even if Mash was sceptical about

the idea to begin with. “I didn’t think it would work,” he says. “But we went with it anyway and I’m glad we did”.

The result? A 40% year-on-year increase in sales. “We’ve been delighted with the results,” says Mash. “In the first six months we saw sales rise by 15%, which was encouraging, but with a full year under our belt now we can see we’ve delivered 40% growth which is beyond our expectations.”

Mash is quick to praise the Premier team for all their help throughout the entire process. “They have been so helpful,” he says. “Every time I need them, they are there. I couldn’t ask for more.”

As for the future, Mash’s thoughts are already turning to acquiring a second store – and with results like this, that’s no surprise.

June 2017 TalkingShop

23

STORE PROFILE | Kirkcaldy

40%

Increase in sales since refit

GOING FOR GROWTH: Faraz has seen sales uplifts of 40%.

Designs on the

future

A full refit of his store in Kirkcaldy has been a huge success for Faraz Iqbal with sales up 40% so far and no signs of that growth slowing down.

W

Store CV:

Store: Premier Linktown Local Retailer: Faraz Iqbal Time as a retailer: 9 years Time the store has been with Premier: 11 years Size: 1,300sq ft Staff: 10 Services: Post Office, licensed, Lottery, ATM, coffee machine Nearest competition: Morrisons ¼ mile away; U-Save 300 yards away; B&M 1 mile away Trading hours: 7am to 9pm Mon to Sat; 7am to 2pm Sun

24 TalkingShop

June 2017

hen a store is trading well and has been doing so for a long time it can be tempting to simply hold tight and carry on business as usual – and that’s exactly the situation Faraz Iqbal found himself in a couple of years ago. “My father had owned the store since 1999 and it had been doing pretty well since then, but I knew that it was capable of delivering greater sales and profits if we invested in it to bring it up to date in terms of layout and shop fitting standards,” says Faraz.

“The big challenge was convincing my father,” he explains. “He was understandably of the view that ‘if it’s not broken, why fix it?’ But he had faith in me and we eventually agreed to go ahead with a major refit that has totally reworked the store.”

As the son of a retailer, Faraz had grown up in and around the family business and knew it inside out but was keen to go to university and test himself in other fields.

He duly completed a Masters in Civic Engineering at Heriot Watt University in nearby Edinburgh but found himself drawn back to the store once more.

He explains: “When I graduated, I obviously had quite a few options available to me but the prospect of returning to the family business and being able to play a much more important role within it was really attractive to me. The one condition I put on re-joining the business, however, was that I wanted us to do a refit. The store was good, but I knew it could be so much better.”

Despite his father’s concerns, he ploughed on and produced a detailed business plan as well as a set of CAD designs for how the new shop might look.

“My degree came in handy for that,” he laughs, “because my proficiency in CAD design meant I could do a lot of the planning and design work myself.”

Faraz did all of this work in his spare time as he worked in the store by day and pursued some other interests along the way, but the plans came together and his father finally gave him his blessing to get started.

Working hand in hand with the professional shopfitters, Faraz saw his dream come to life before his eyes and, in June 2015, the store officially re-opened after having completely closed for a week to allow the works to be completed to the standard Faraz and his father demanded.

The result is a store that is almost unrecognisable from the one it replaced with clever design allowing the store to create the feeling of much more space without losing any sales space. The Post Office was effectively converted into a small ‘shop within a shop’ at the back of the building, a change made on purpose to force Post Office shoppers to pass through the store on their way in and out and hopefully pick up a few impulse buys in the process.

What are your views? Call 0141 222 5380 or email talkingshop@55north.com The main shop is brighter and provides a modern, easy to browse shopping environment while the addition of all new chillers, shelving, flooring and ceiling combine to create a store that the local shopper base quickly grew to love.

A stickler for detail and a freshly graduated university student, Faraz’s preparation for the refit was meticulous. He still has the extensive list of very detailed ‘Improvement Goals’, ‘Relaunch Strategy’ and more, but he is delighted to confirm that he achieved every one of the 25

CASH QUICK: New ATM is popular.

DEAL MAKER: The store makes great use of Mega Deals.

improvement goals he set himself!

These included some major improvements such as creating a brand new Goods In delivery door so that Booker deliveries no longer had to come via the same door shoppers used. He also succeeded in improving accessibility for all with a ramp at the front door and wider aisles, increasing chilled space, adding Premier radio, improving the green credentials of the store with LED lighting, adding a free ATM and more than a dozen other aims.

“When we committed to a refit, I wanted to be sure we got it absolutely right and that meant being really organised,” explains Faraz. “I’m sure I drove the shopfitters mad with my demands but I think the results speak for themselves.”

They do indeed. Since the refit Faraz has seen his sales rocket by an exceptional 40% – and that growth hasn’t yet finished.

“We’ve had the new store like this for well over 18 months now but we’re still seeing sales growth as we continue to tweak and continue to work closer with Premier to ensure every square foot of the store is paying its way.”

The increase in sales has allowed Faraz to recruit four additional members to the team which is also having a beneficial effect on the store.

“I completely believe that this industry is all about relationships; the relationships between our team, the relationships we have with Booker and Premier, the relationships we have with our shoppers,” he explains.

“We’re getting the best out of the store because we’ve built great relationships and everyone is contributing. Premier has been just fantastic from even before the refit

happened. They gave me their thoughts and advice and support – and have been there for me ever since.”

One important piece of advice that Faraz took to heart centred around focusing on a tight range that allowed him to include as many categories as possible by listing only the fastest-selling lines in each individual category.

“We’re in a busy residential area and we’ve got a fair bit of competition,” he says. “So we needed to give our shoppers as many reasons as possible to come to us for all of their requirements. That meant getting as many different categories in-store as possible which in turn meant being pretty ruthless on how much space we could afford to dedicate to each category. A full store audit and a lot of work with Premier showed us which lines were must-haves and which could be delisted without affecting the overall category.”

The end product was a store where most shoppers can get everything they want, almost regardless of their shopping mission: traditional impulse, grocery, chilled, post office services, alcohol, frozen, fresh produce, ATM, Lottery.

And the work hasn’t stopped. The next phase will see Faraz trial a new hot food solution to broaden out his offer while a new Tchibo coffee machine has also been ordered.

“We’re trying to give shoppers everything they need but without making the store cluttered or too busy,” he concludes.

“We’re still growing so I want to keep that momentum up.” And growth in the store is not the limit of Faraz’s ambitions. He may also be in the hunt for a second store in the not too distant future.

CHILLED GROWTH: Added chilled space has boosted sales.

PEOPLE POWER: A warm welcome is guaranteed.

CHILLER INVESTMENT: The store now has far more chilled space.

June 2017 TalkingShop

25

BRV377266_17

£3M IGN A CAMVPE IN LI E JUN

STOCK UP FROM BOOKER TODAY

Butters & Spreads | FEATURE

Spread the profits

Bought by over 98% of households, butters and spreads remain an important category for retailers – and the great news is that growth in independent retailing is outstripping the wider market.

June 2017 TalkingShop

27

FEATURE | Butters & Spreads

BEST SELLERS Top 10 products in independents in the last year (by value): 1. Lurpak Spreadable Salted 250g 2. Kerrygold spreadable Butter 200g 3. Clover Spread 500g 4. Flora Sunflower 250g 5. I Can’t Believe It’s Not Butter 500g 6. Flora Sunflower 500g 7. Utterly Butterly 500g 8. Country Life English Butter 250g 9. Anchor Salted Butter 250g 10. I Can’t Believe It’s Not Butter 250g Source: Nielsen 52 week data ending 25 Feb 2017

B

utters and spreads form an integral part of every Premier retailer’s offering to the shopper with 98.3% of households buying into the category; that’s more than toilet rolls, toothpaste and tea, according to the latest Kantar data! Additionally, households typically buy into the category once every two weeks, driving strong repeat sales and increased basket spends.

Despite pressure on shopper’s pockets, the butters and spreads category remains in growth, up 2.2% by value in the latest quarter. Even better news is the fact that the category is growing quickest in independent retail at 3.8% over the same period, reflecting how important these products are

for your shoppers.

Butters and spreads is also a heavily promoted category which helps to keep the lines front of mind for the shopper and turning over quickly in-store.

STAR PERFORMERS

While the entire category is clearly performing well for retailers, there are some top performing areas to pay particular attention to when ranging and merchandising the category in-store.

Among the star performers in the category are block butters and spreadable butters which have seen the greatest value growth, driven partly by the increasingly prevalent trend towards what shoppers view as natural products.

This evolution of shopping habits is good news for retailers as these products tend to carry higher price tickets and high PORs so it is vital that retailers site these lines at eye level in-store to drive impulse sales and encourage shoppers to trade up.

HEALTH & WELLBEING

The continued development of shoppers tastes and habits towards healthier, more natural products has helped give the butters and spreads category a real boost. A shift back into butters has been seen as shoppers move towards more natural lines while many of the top performing spreads have benefited by offering the shopper a range of perceived health benefits.

This trend towards healthier lines looks set to continue and should be reflected in the merchandising of the chiller, giving prominence and space to butters and spreads that deliver the benefits today’s shoppers are seeking such as more natural lines and those with reduced fat and additives.

BRAND & OWN LABEL

A key area of focus for Premier retailers in the category is striking the right balance between branded lines and own label lines, both of which deliver benefits to the shopper.

28 TalkingShop

June 2017

What are your views? Call 0141 222 5380 or email talkingshop@55north.com

RETAILER VIEW DAN COCK Premier Whitstone Village Stores, Holsworthy “Butters and spreads is an interesting category which has evolved quite a lot over the last few years. For a long time sales of butter had hit a plateau but these days shoppers are buying back into the category becuase I think they see butter as simple and natural, and that’s important to today’s shoppers.

The category also tends to drive footfall and, most of the time, the products deliver very good PORs which is always welcome. It’s important to have a mix of block butters, spreadable butters and spreads, particularly if they offer some sort of health benefit.”

SHOPPING LIST: Kerrygold Butter Block 200g PMP £1.49 Case Size: 10 WSP: £10.35 RSP: £1.49 POR: 30.5%

Lurpak Butter Slghtly Salted 250g Case Size: 10 WSP: £15.89 RSP: £1.99 POR: 20.2%

Lurpak Spreadable 350g PMP £2.35 Case Size: 12 WSP: £23.85 RSP: £2.35 POR: 15.4%

Lurpak Spreadable 250g Case Size: 12 WSP: £18.69 RSP: £1.99 POR: 21.7%

Clover PMP £2.00 500g Case Size: 8 WSP: £13.60 RSP: £2.00 POR: 15.0% I Can’t Believe It’s So Good 500g PMP £1.69

Case Size: 8 WSP: £9.99 RSP: £1.69 POR: 26.1% Utterly Butterly 500g PMP £1.89 Case Size: 8 WSP: £11.95 RSP: £1.89 POR: 21.0% Flora Sunflower Spread 250g PMP £1.00

Case Size: 8 WSP: £6.19 RSP: £1.00 POR: 22.6% Stork 250g Case Size: 8 WSP: £6.79 RSP: £1.09 POR: 22.1% Euro Shopper Buttery Spread 250g PMP 50p Case Size: 16 WSP: £5.59 RSP: £0.50 POR: 30.1% I Can’t Believe It’s So Good 250g PMP 89p

Case Size: 8 WSP: £5.29 RSP: £1.00 POR: 33.9% Anchor Butter 250g Case Size: 20 WSP: £27.99 RSP: £1.89 POR: 26.0%

BRANDS GIVES THE SHOPPER:

l Products they emotionally connect with or aspire to purchase. l Something new to excite them. l Products tapping into unmet needs. l Brands they love in new sectors. l Promotions with feel-good factor.

OWN LABEL GIVES THE SHOPPER:

l Products they want – affordably! l help to manage their budgets (particularly budget-bound). l access to premium sectors that they usually can’t afford. l Re-assurance of consistent quality.

There is a role for both brands and own label to play in the butters and spreads category and retailers should aim to provide the right range for their shopper mix.

Many of today’s shoppers seek great quality and great value – and Booker’s own label range delivers that combination consistently. Euro Shopper Buttery Spread is a good example. Price marked at just 50p, it provides a great quality product at an exceptional price.

Don’t forget that own label products in the butters and spreads category can often be footfall drivers as shoppers will visit your store specifically for a specific own label line. Having an entry level price point product like Euro Shopper Buttery Spread

could easily lead to bigger basket spends once the shopper has arrived in your store.

SEASONALITY

Even in a staple category like butters and spreads, there is a certain amount of seasonality and Premier retailers will often find that the category spikes in terms of sales at Christmas time as all cooking and baking products tend to see rises during the festive period. It may make sense to capitalise on this later in the year by using available POS and multiple facings to drive cross-category purchases.

Prices correct at time of printing.

June 2017 TalkingShop

29

Frozen | FEATURE

Frozen

meal deal

drives growth in

profits Meal Deal

2 PACK SO A BAG O F BIRDS EYE C OD F BIRDS EYE PEA , A BAG O S AND F HAPP Y SHOP PER CH IPS

5

for

£

78279

30 NP05

Prem A5

Vinyl.in

dd 1

PM £1/£ 1.

Incl. Crink 29/£2.49 le 200g/375 Cut Oven Chips/S g/900g traight Fr y Chips

12/06/201

7 10:52

As part of its updated promotional package, Premier is now guaranteeing retailers a special ‘meal deal’ every period, as well as a raft of great ice cream promotions to drive sales this summer.

June 2017 TalkingShop

31

What are your views? Call 0141 222 5380 or email talkingshop@55north.com

11%

Increase in frozen confectionery sales

A

s most Premier retailers will undoubtedly have observed over the last year or so, the frozen food market is enjoying something of a resurgence. According to the latest Kantar data to the end of March this year, the market grew by both volume and value in the last year, including growth across almost every sub-category.

Total sales of frozen food in retail grew by 1.3% in value year on year with the sector now valued at £5.77bn.

CURRENT PERIOD FROZEN MEAL DEAL: l San Marco pizza l McCain oven chips l Classic Vanilla ice cream

Buy any pizza, chips and ice cream for just £4.99!

FROZEN MEAL DEAL

Booker has already taken steps to help Premier retailers make more from this expanding opportunity by trialling a new ‘frozen meal deal’ as part of the wider Premier promotional package. The fantastic news is that the trial was a real success for both shoppers and retailers and, as a result, the newly relaunched Premier promotional package will include a different frozen meal

deal in every promotional period.

The current promotion period frozen meal features a San Marco Pizza, McCain Oven Chips and a tub of Classic Vanilla Ice Cream for just £4.99. The next deal will be two packs of Bird’s Eye Cod, a bag of Bird’s Eye Peas and a bag of Happy Shopper Chips for just £5. The meal deals will change every promotion.

Deals like these clearly represent amazing value for shoppers and will drive significant footfall uplifts – but the deals are equally rewarding for retailers with a minimum POR of 20% on all frozen meals deals.

The mechanic was launched in direct response to retailers who said they needed everyday value from the freezer, while still maintaining a healthy margin of 20%.

Premier retailers will receive bespoke POS kits including freezer door stickers to support the meal deals as well as a new set of planograms to help them organise and merchandise their freezers; all they have to do stock the lines and collect the cash!

June 2017 TalkingShop

33

Frozen | FEATURE

£5.77b Value of frozen category

Martyn Parkinson, Brand Director Premier, commented: “The recent changes in tobacco legislation potentially means that shoppers are visiting stores less, so it is important that we give them as many reasons as possible to visit Premier stores.

“Rising cost pressures on retailers mean that margin and profits are now a renewed focus for us and we have worked closely with our Premier Development Group and other retailers to understand what works best in store for them and we have then built this new package around their feedback.

“We are committed to improving choice, price and service for each of our retailers to help them make more and save more.”

BUY ANY 3 CASES

ICE CREAM DEALS

The increased focus on frozen is also reflected in the recent launch of a new series of ice cream deals running right the way through the traditional ice cream season.

Kantar data shows that ice cream and

frozen versions of popular chocolate confectionery bars were the stars of the frozen category over the last year with year on year sales value increases of 4% and 11% respectively – which means this new series of Booker ice cream deals should prove a big hit with shoppers.

The ice cream deals will help retailers save more by providing a series of ‘free case’ promotions that will reward retailers with free stock for achieving minimum buying levels. For example, the current set of deals offers retailers a free case of Wall’s Max Duo simply for buying a case each of Feast Sandwich and Solero Strawberry!

There are currently three different ice cream ‘free case’ deals running and there will be no fewer than four deals for the next period which runs until early August. Every deal offers Premier retailers the perfect opportunity to make more and save more, while offering their shoppers great choice, great value and great products.

June 2017 TalkingShop

35

Protein 10g of protein per bar

2 for ÂŁ1 in NP4

No Artificial Colours, No Artificial Flavours, No Artificial Preservatives.

Product description

Code

Case Size

Nature Valley Protein Salted Caramel 85p PMP

M224312

12x40g

Nature Valley Protein Peanut & Chocolate 85p PMP

M224313

12x40g

*Recommended promotion for NP4

To purchase these products now, visit www.booker.co.uk

Ones to

watch

A selection of key products that will deliver for you in-store

On a roll WHAT? SNAX ON THE GO SAUSAGE ROLL WHEN? AVAILABLE NOW WHY? Snacking and food to go continues to grow in independent retailing and Booker is helping Premier retailers cash in on this opportunity with its ever more popular Snax on the Go range. The latest addition is the Snax on the Go Sausage Roll which delivers the expected combination of fantastic quality and great value at just £1 for a large 150g product.

WHO? The brightly packaged line comes with transparent wrapping to let shoppers see the great product inside and is expected to be a big hit throughout the day with a broad range of shoppers.

WHERE TO STOCK? Merchandise the new Snax on the Go Sausage Roll in the chiller alongside other snacking items to drive up impulse and basket spend.

SNAX ON THE GO SAUSAGE ROLL Case size: 6 x 150g WSP: £4.32p RSP:£1.00 POR: 28%

New direction for Jack Daniel’s WHAT? JACK DANIEL’S TENNESSEE CIDER WHEN? AVAILABLE NOW WHY? The iconic Jack Daniel’s brand has unveiled an innovative new product that takes the Jack Daniel’s name into the cider category for the first time in its history. Jack Daniel’s Tennessee Cider is available in 330ml bottles and is expected to drive significant sales as loyal Jack Daniel’s shoppers and cider fans alike trial the new product. Created by blending crisp apple cider with Jack Daniel’s Tennessee Whisky, the product marks a striking new direction for the brand and should help drive sales in Premier stores.

WHO? The new product will find a market among existing Jack Daniel’s shoppers, keen to find out what the 5.5%abv product is like, while mainstream and premium cider shoppers are also expected to purchase the line. Jack Daniel’s Tennessee Cider is on a national Premier deal in Period 5 and is included in the EDLP cider 3-for-£5 multibuy deal.

WHERE TO STOCK? The product should be sited within the chilled cider fixture in-store where the famous branding will generate interest and drive trial.

JACK DANIEL’S TENNESSEE CIDER 330ML Case size: 12x330ml WSP: £14.99 RSP: £2.29 POR: 34.5% June 2017 TalkingShop

37

To purchase these products now, visit www.booker.co.uk

Light up sales WHAT? FRYLIGHT GOLDEN SUNFLOWER OIL COOK SPRAY WHEN? AVAILABLE NOW WHY? As the trend towards healthier living continues among shoppers, it pays to have options across the store that deliver health benefits. One great example is new Frylight Golden Sunflower Oil Cooking Spray. The product contains only one calorie per spray and includes no artificial ingredients of any kind. The product is ideal for all uses including frying, baking and roasting.

WHO? With a single calorie per spray, Frylight will be popular with a range of target audiences such as those on calorie controlled diets, those simply looking to make their home cooking a little healthier and those keen to manage their calorific intake as they can easily manage the amount of product they use through the pump spray mechanism.

WHERE TO STOCK? The product should be sited next to other cooking liquids and oils and wil deliver for both shoppers and for retailers, thanks to the strong POR of 27.3%.

FRYLIGHT GOLDEN SUNFLOWER OIL COOK SPRAY Case size: 6 x 190ml WSP: £9.99 RSP: £2.29 POR: 27.3%

New twist on Mars

Energise sales

WHAT? MARS CHOC BROWNIE

WHAT? LUCOZADE ENERGY PM £1 RANGE

WHEN? AVAILABLE NOW

WHEN? AVAILABLE NOW

WHY? As one of the biggest names in the confectionery industry, any new product from Mars is sure to drive trial in-store. New Mars Choc Brownie provides a new twist on an old iconic classic by combining two of the hottest categories in independent retailing: cakes and chocolate.

WHY? The Lucozade Energy range of drinks has built a loyal following across a wide variety of shopper demographics and new flavour launches often drive a spike in sales. The latest additions to the range are Blackcurrant Bliss and Pineapple Punch, two of the most popular current flavours in soft drinks.

WHO? Mars research shows that cake snacking is the category in biggest growth among millennials so retailers can expect younger shoppers to trial the product enthusiastically, but thanks to the iconic nature of the Mars Bar, it is also expected that a broad demographic of shoppers will be keen to try this launch.

WHERE TO STOCK? Ideally, the new product should be sited on the main fixture adjacent to classic Mars Bars, but also sited in impulse areas such as at the tillpoint where possible to drive trial and repeat purchase.

MARS CHOC BROWNIE Case size: 24 x 51g WSP: £9.69 RSP: 69p POR: 29.78%

WHO? Lucozade Energy is popular with many audiences from sports or gym fanatics to office workers looking for a midday energy boost and these new lines will find a following from these groups, as well as bringing new shoppers into the category.

WHERE TO STOCK? The new lines should be merchandised within the main soft drinks chiller, next to the existing Lucozade Energy range, where the bright packaging and prominent £1 price mark will help drive trial. The new lines will also be welcomed by retailers, delivering PORs of 35.1%.

LUCOZADE ENERGY BLACKCURRANT BLISS PM £1; LUCOZADE ENERGY PINEAPPLE PUNCH PM £1 Case size: 24 x 380ml WSP: £12.99 RSP:£1 PM POR: 35.1%

38 TalkingShop

June 2017

To purchase these products now, visit www.booker.co.uk

Share the sales!

WHAT? MCCOY’S £1 SHARING BAG RANGE WHEN? AVAILABLE NOW WHY? Cashing in on a number of trends in the snacking category is now even easier with the launch of two new £1 price marked sharing bags from major brand McCoy’s. The chip shop themed products are available in two flavours – McCoy’s Chip Shop Curry Sauce and McCoys Chip Shop Salt & Vinegar – and provide big flavour for shoppers and big PORs of 30% for retailers.

WHO? The McCoy’s range is popular with a wide array of shoppers and the continued growth of larger format sharing packs, price marked packs and stronger flavours means these products are sure to deliver sales in-store.

WHERE TO STOCK? Consider stocking the lines among the other sharing pack snacks as well as within any Big Night In or sharing fixtures in-store where the bold £1 price mark and the bright packaging will bring shoppers into the category.

MCCOY’S CHIP SHOP CURRY SAUCE; MCCOY’S CHIP SHOP SALT & VINEGAR Case size: 12 x 70g WSP: £6.99 RSP: £1 PM POR: 30%

Fridge magnets WHAT? FRIDGE RAIDERS RANGE WHEN? AVAILABLE NOW WHY? The ever popular Fridge Raiders range is set to drive even better PORs for Premier retailers thanks to a new and improved wholesale price of just £4.98 a case, the best available on the market. The new price represents a reduction in the WSP of £1.12. The range of three products – Fridge Raiders Roast Chicken; Fridge Raiders Southern Fried Chicken; and Fridge Raiders Tikka – have been selling well in independent retail and the improved margins means retailers will make even more money from every sale.

WHO? With a wide variety of consumption occasions, Fridge Raiders have become popular with a broad demographic from mums filling packed lunches to office workers looking for a mid afternoon snack.

WHERE TO STOCK? With even better PORs, it makes sense to site the lines as prominently as possible in the chiller to drive sales, particularly around the key breakfast, lunch and early evening dinner time sales periods.

FRIDGE RAIDERS ROAST CHICKEN 60G; FRIDGE RAIDERS SOUTHERN FRIED CHICKEN 60G; FRIDGE RAIDERS TIKKA Case size: 6 x 60g WSP: £4.98 (Was £6.10) RSP: £1.39 POR: 40%

June 2017 TalkingShop

39

PricesDown

FANTASTIC OPPORTUNITIES TO SAVE ON COSTS AND BOOST YOUR PROFITS

Drive footfall with amazing staple deals!

Driving footfall is one of the most effective ways of increasing sales and profit, so these great new deals on bread, milk and sugar are just what retailers need.

O

ne of the most efficient ways of increasing sales and profits in independent retailing is by bringing more shoppers through the door – and there’s nothing more effective in driving footfall than great prices on the staple foods shoppers need every day.

That’s why Booker has launched a new set of footfall drivers on the three most important staple products of all: bread, milk and sugar. The new deals kick off in July and will see the cost of these key products plummet for shoppers, giving them fantastic value.

The deals are all on household brands – Kingsmill, Muller-Wiseman and Whitworths – and are sure to bring more people to your store.

The wholesale prices of these three products have been lowered, allowing retailers to sell three key lines on to shoppers at fantastic prices: just 79p for a Kingsmill 50/50 loaf and 2x2L of MullerWiseman milk for just £2 and just 69p for a 1kg bag of Whitworths sugar. With deals like these, shoppers will have no need to go anywhere else and will pick up a few other items in-store too.

MILK RSP

WAS £1 NOW 79P

WSP WAS: £7.50 WSP NOW: £6.30 SAVING: £1.20 POR: 20.3% RSP: 79p

Muller-Wiseman Milk 2l WSP WAS: £3.56 WSP NOW: £3.20 SAVING: 36p POR: 42.2%/20% (2-for-£1) RSP: £1.39

Whitworths Granulated Sugar 1kg WSP WAS: £8.99 WSP NOW: £7.99 SAVING: £1.00 POR: 22.8% RSP: 69p

RETAILER VIEW MAHESH ODEDRA Lake Avenue Convenience Store & Post Office, Bury St Edmonds “Footfall is the lifeblood of a convenience store and nothing drives footfall like staple foods such as bread, milk and sugar. These deals will help ensure that shoppers return day after day.”

RETAILER VIEW

WAS £1.39

BREAD RSP

Kingsmill 50/50 800g

BHUPENDRA PATEL Premier Extra Convenience Store, Grimsby

NOW 2-FOR£2

SUGAR RSP WAS £1 NOW 69P

The key to growing business is bringing more shoppers through the door so that they get a chance to see what we have on offer because I believe what we have through Premier is second to none. One of the best ways of bringing people to the store is by delivering great deals on things they need every day.

RETAILER VIEW BARRY JENNINGS Premier Layer Village, Colchester Convenience means having the products that people want every day at great prices. A lot of shoppers will buy bread, milk or sugar every day so being able to give them great prices every day is a real bonus.

These deals will drive footfall to the store so it’s then up to us to convfert that footfall into spend once the shoppers are here.

June 2017 TalkingShop

41

BRV377266_17

OUR REFRESHMENT Y E S O O CH

STOCK THE RANGE PICK UP FROM BOOKER TODAY

BetterService IDEAS TO GIVE YOUR BUSINESS THE EDGE

Cash in on the healthy living trend!

COMING SOON Red / Green Grapes Case size: 10 x 300g

WSP: £1.10 RSP: £1.50

Shopper demand for healthier and free-from foods continues to grow strongly in independent retailing – Talking Shop offers a guide to making the most of this increasingly important trend.

O

nce perceived as the latest fad, healthier and free-from foods are now increasingly seen as mainstream products that should be incorporated into the core offer from all Premier stores. Healthier living is undoubtedly one of the most significant shopper trends over the last couple of years, although the term ‘healthier’ means different things to different shoppers. For some it is simply a case of eating more fresh produce or reducing sugar intake while for others it means actively cutting certain ingredients out altogether. Often this can be a medical necessity – cutting out gluten for instance – although an increasing number of shoppers are doing so purely as a lifestyle choice.

Whatever the reason behind the change, it makes sense for Premier retailers to cater for this increasingly large number of MORE shoppers looking for healthier

Â

TALKING SHOP RECO THE FOLLOWING CO MMENDS EVERY STORE FRESH RE IN PRODUCE LINES. These lines are ranked all deliver at least 25% in order of sales and one case of each they . If retailers sold just would earn £38.56 in profit: Pre Pack Potatoes 10 x 2kg WSP: £0.99 RSP: £1.4 9 POR: 33.00% Closed Cup Mushro oms PMP 8 x 250g WSP: £0.74 RSP: £0.9 9 POR: 25.00% Banana PMP 20 x 5s WSP: £0.74 RSP: £0.9 9 POR: 25.00% Tomatoes PMP 10 x6s WSP: £0.74 RSP: £0.9 9 POR: 25.00% Mixed Peppers PMP 10 x 3s WSP: £1.19 RSP: £1.5 9 POR: 25.00% Mild Onions PMP 20 x 3s WSP: £0.74 RSP: £0.9 9 POR: 25.00% Carrots PMP 10 x 500 g WSP: £0.50 RSP: £0.6 9 POR: 27.00% Cucumbers PMP 14 x sgl WSP: £0.50 RSP: £0.6 9 POR: 27.00% Red Apples PMP 8 x 4s WSP: £1.19 RSP: £1.5 9 POR: 25.00% Iceberg Lettuce 12 x Sgl WSP: £0.55 RSP: £0.7 5 POR: 26.00% Florette Crispy Sala d PMP 10 x 115g WSP: £0.74 RSP: £0.9 9 POR: 25.00% Broccoli 10 x sgl WSP: £0.65 RSP: £0.8 9 POR: 27.00% Prices correct at time of

printing.

June 2017 TalkingShop

43

40% 27%

THE PLANT-BASED OPPORTUNITY One in three households now buys into the plant-based food and drink categories every week. The plant-based category has increased in value by +13% bringing in over one million new shoppers in 2016. Alpro is the brand leader has seen growth in value at 24% and is now the UK’s fastest growing FMCG brand in grocery. The plant-based market has now moved from a niche market to mainstream category which is worth over £200m in the UK market.

Britons who actively avoid certain ingredients

Increase in gluten free sales in last year

Alpro branded household penetration has climbed to nearly 35% adding over one million new households last year alone.

Benefits:

l Great WSP’s to help deliver strong retail % POR position.

l Huge growth at over +24% making Alpro the fastest growing grocery brand in the UK.

l One Million New Households bought Alpro last year.

l 1 in 3 or 35% UK household purchased the Alpro brand last year.

TALKING SHOP RECOMMENDS THE FOLLOWING FREE FROM ITEMS: Alpro Almond Milk 1 Ltr % WSP: £0.99 RSP: £1.79 POR: 44.70 Alpro Coconut UHT 1 Ltr % WSP: £0.99 RSP: £1.79 POR: 44.70

Ltr Alpro Soya Original Sweet 1 % WSP: £0.99 RSP: £1.69 POR: 41.40 1 Ltr Alpro Soya Unsweetened UHT % WSP: £0.99 RSP: £1.69 POR: 41.40 UHT 1 Ltr Alpro Almond unsweetened % WSP: £0.99 RSP: £1.79 POR: 44.70 0 10 x 6’s PM15 roons Maca Choc C Mrs % WSP: £8.99 RSP: £1.50 POR: 40.10 12 x 6 ‘s Mrs Crimbles Jam Co/nut Ring % WSP: £12.99 RSP: £1.59 POR: 31.90 12 x 45g Eat Natural Protein Pack Bar % WSP: £6.19 RSP: £0.89 POR: 30.50 12 x 50g d+A lmon urt/A Yogh ral Natu Eat % WSP: £6.19 RSP: £0.89 POR: 30.50 18 x 35g Nakd Gluten Free Cookie Bar % WSP: £8.59 RSP: £0.85 POR: 32.60 18 x 35g Nakd Gluten Free Orange Bar % WSP: £8.59 RSP: £0.85 POR: 32.60 Pom Bear Original 32 x 19g % WSP: £8.29 RSP: £0.49 POR: 43.60 x 19g Pom Bear Cheese & Onion 33 0% WSP: £9.29 RSP: £1.49 POR: 143.6

44 TalkingShop

June 2017

alternatives. Talking Shop offers a guide to where retailers should look in order to build a range that will cater for these types of shopper:

and RSPs of £1.50 offer retailers fantastic PORs on every sale.

GET FRESH!

Free-from lines have been designed to exclude ingredients to which at least some shoppers can have an allergic reaction or an intolerance.

Typically, this might refer to gluten present in wheat or to dairy products in general.

This free-from market has been experiencing big growth, powered along in recent times by the increasing shopper interest in specialist diets.

This market is potentially huge for Premier retailers with the latest data from independent charity Coeliac UK showing that sales of glutenfree products rose by a massive 27% in 2016.

A recent Kantar study also found that a very significant 13% of Britons are now opting to go gluten-free while Mintel data suggests a third of British consumers consciously buy free-from foods in any six-month period. The same Mintel data estimates that the UK free-from market is worth £470m and is predicted to grow 43% by 2020.

Another recent study of over 2,000 shoppers

by VoucherCodesPro found that shoppers

Fresh produce is the obvious place for start for both shoppers and retailers when it comes to healthier living. The traditional ‘5 a day’ rule of thumb still applies and the growth of fresh produce sales shows clearly that shoppers in independent retailing are looking for high quality, good value produce.

A great place to start when building a core fresh range is with the Core In Every Store ‘Top 12’. These These lines include all the popular fruit and vegetable favourites and cover every base. Just as important, every line on the Top 12 delivers at least 25% POR and if retailers sold just one case of each they would earn £38.56 in profit!

Other great products to consider are two new grape lines coming soon from Farm Fresh which now offer even better PORs for retailers and lower price points for shoppers.

The red and green grapes will come in cases of 10 x 300g and with WSPs of just £1.10

FREE YOUR SALES

HEALTHIER MERCHANDISING ADVICE There are two main options when it comes to merchandising your healthier and free-from category in-store:

l Site your healthier and free-from ranges throughout the store with healthier or free-from products sitting alongside equivalent standard versions within each category. This makes it easy for shoppers to find the products as they sit naturally within the appropriate category.

l A second option is to create a dedicated bay or section in-store that is dedicated entirely to healthier and free-from lines. This makes it easier for these shoppers to browse your entire range and may help drive up basketspend.

gluten-free and other specialist diet lines in-store. Many suppliers specialise in producing free-from products and there is also an increasing number of major manufacturers now offering free-from variants of their most popular products.

Building a strong, profitable free-from range has never been easier for Premier retailers. who choose specific dietary requirements typically spend £2,000 a year more on groceries than those who don’t. Vegan, vegetarian, gluten-free and halal diets shoppers spend, on average, an estimated £162 per month extra.

This trend has big implications for retailers in terms of the range they stock and the way they merchandise dairy-free,

KEEP IT REAL

While it’s tempting to think shoppers looking for healthier or free from products are happy to pay a premium, data from Kantar indicates this is not the case. Freefrom shoppers are just as price and value conscious as other shoppers. The Kantar study found that over half of free-from consumers complain that price differentials

between free-from and non-specific equivalents are too wide.

It’s important then to treat the healthier and free-from category just like every other category in-store, aiming to deliver great products and great value every day.

“To some, free-from may still have the air of an “alternative” or niche category but it’s now nearly 40% bigger than a signature staple of British consumption, tea,” said Mike Watkins, Head of Retailer and Business Insight at consumer researcher giant Nielsen. “The nation is increasingly concerned about diet and health. Over four in 10 Britons now actively avoid certain ingredients in what they eat and drink, which is reflected in fresh fruit and freefrom being the fastest-growing categories.”

June 2017 TalkingShop

45

KEY PRODUCTS AND SERVICES Launched in 2010 with a focus on sports nutrition, Grenade ® is a leading innovator in the wider lifestyle and active nutrition space. Consistently bringing to market the best tasting, most nutritionally beneficial products made from the highest quality and most effective ingredients, Grenade ® has positioned itself at the forefront of innovation in the on-trend “better-for-you” health and wellness space.

KEY PRODUCTS AND SERVICES

OUR ADDED VALUE

Grenade ® s’ range of high protein bars and drinks are a must have for consumers looking for healthy, great tasting snacks to add into their daily lifestyle.

Grenade ® is a hero partner brand within the Healthy Snacking Category offering great POR% and giving the consumer access to a range of product so high in demand.

/GRENADEOFFICIAL

@THERMOGRENADE

GRENADE TV

@GRENADEOFFICIAL

BetterService IDEAS TO GIVE YOUR BUSINESS THE EDGE

Premier gets hands-on with social media

Recognising the growing importance of social media, Premier is organising a series of hands-on workshops for retailers to help them supercharge their social presence.

T

he role social media media plays in helping independnent retailers communicate directly with their shoppers has grown exponentially in recent years – and this trend shows no signs of slowing down. In recognition of this fact, Premier has announced a series of hands-on ‘social media workshops’ across the country in the coming months to help Premier retailers harness the benefits for their business.

Covering everything from how to set up a Facebook page to keeping it active and growing followers, Premier retailers will be able to benefit from expert help and advice on their device to make it simple and easy to operate. The team will also recommend

some top tips and mechanics to reach as many shoppers as possible.

The dates of some of the first workshops are listed here and it is expected that more

DATE

VENUE

5th July

Booker Swansea

6th July

Booker Sheffield

12th July

Booker Stoke

13th July

Booker Nottingham

19th July

Derby

20th July

Northampton

26th July

Peterborough

27th July

Cardiff

will be added in future in response to growing demand.

“Social media is becoming increasingly important to drive footfall into Premier stores,” said Martyn Parkinson, Brand Director Premier. “It can be simple and easy to use and really does drive sales and profits for our Premier stores that use if effectively.

Also, it’s a free marketing tool where retailers do not need to invest any capital to start reaching and engaging with their shoppers. Social media has proven results and I would recommend Premier retailers take advantage of these free to attend sessions. Anyone who would like to come along simply needs to talk to their MORE Retail Development Manager.”

Â

June 2017 TalkingShop

47

Facebook: A Premier retailer’s user’s guide While the social media workshops will cover the use of social media in far greater depth, Talking Shop has prepared a handy user’s guide for making the most of Facebook, the biggest social media platform of all.

OPPORTUNITIES & BENEFITS l Anyone can search, view and like your page.

l You can have unlimited Facebook users

who like your page: they are all potential customers!

l Build brand awareness: Facebook gets

your brand out there and puts your business on the map by posting interesting content using your Facebook page.

Put yourself out there and expand your customer reach!

l Increase your followers: use your page

to showcase new products, services and promotions, share photos of your products and store and get feedback from your customers.

l Layout of a Business page is more

l Target your Facebook audience using

professional than a Facebook profile account.

l You can pay for Facebook advertising

and ‘boost’ posts to promote posts and reach a larger Facebook audience.

HOW TO INTERACT ON FACEBOOK l Like and comment on other people’s posts if

they have tagged your store Facebook page to show them you are interested in them and their posts.

l Share posts which mention your Facebook

56%

Number of shoppers more likely to recommend a store after becoming ‘fans’ on Facebook

page or images that you have been tagged in to show you have acknowledged them and develop interaction.

Facebook Insights. An analytics tab lets you see which of your posts are most popular, what your audience age range is, what their locationis, what their interests are and a whole lot of other useful information besides.

l Tag other people, business, charities and more

in your posts to drive sharing and awareness. For example, if you are donating some products to a charity event, tag the name of the charity and like the event page to encourage them to share your post.

l Follow other pages in similar industries as well

as competitors to see what content they are posting. There’s nothing wrong with gaining inspiration from others and copying their post ideas and if it helps drive your business then so much the better.

HINTS AND TIPS l Talk to people, businesses and charities that your interested in. Build relationships with these organisations and your footprint on Facebook will grow.

l Run weekly competitions. For example, ‘Like and Share for a chance to WIN a free bottle of wine!’

l Post daily! Posting too much content can be counterproductive, but post at least one thing every day.

l Include pictures – keep the content engaging.

48 TalkingShop

June 2017

June 2017 TalkingShop

49

BetterService IDEAS TO GIVE YOUR BUSINESS THE EDGE

Managing tobacco profitably in a new era The new EUTPD2 legislation may now be in force but that doesn’t stop Premier retailers from continuing to manage tobacco well and reaping maximum profits from what it still a hugely important category in independent retailing.

W

ith the long awaited EUTPD2 deadlline now finally passed, it is more important than ever that Premier retailers are fully up to speed with the new rules and fully compliant with all of the new legislation that came into force on May 20th.

As part of its long-standing commitment to keeping Premier retailers fully aware of all changes in the tobacco category, Booker has updated its popular Tobacco Legislation Guide.

The Guide covers all aspects of the

50 TalkingShop

June 2017

legislation but also focuses on helping retailers ensure they continue to reap maximum sales and profits from what remains a hugely important category for the vast majority of independent retailers.

When all compliance issues are dealt with, the key moving forward will be to ensure that the tobacco gantry is stocked with the right range to deliver the highest profits for your store. In such an important category, identifying the fastest moving lines – and keeping them in stock at all times – is the route to success.

To help you achieve this, Talking Shop offers the following advice…

 MORE

QUICK TOBACCO CHECKLIST: Are you stocking the national best sellers and your regional best sellers?

Do you know your cheapest on display which makes you the most profit?

Have you got a great vape offer?

Have you got a copy of your price list available for your shoppers?

Has your gantry got the right information on it?

Best Sellers - National List BEST SELLERS – NATIONAL LIST Barcode TIME TO

EDGE INTO E-LIQUIDS?

Product Description

Pack Size

Amber Leaf

50g

Amber Leaf

30g

B&H KS Blue

20s

B&H KS Gold 20s

20s

B&H KS Silver 20s

20s

B&H SK Blue

20s

Carlton KS Red

20s

Carlton SK Bright Blue

20s

Carlton SK Red

20s

Chesterfield Blue KS

20s

Chesterfield Red KS

20s

Gold Leaf & Papers

30g

Gold Leaf & Papers

50g

Golden Virginia Original & Papers

30g

Golden Virginia Original Papers

50g

GV Bright Yell/Paper

30g

JPS KS Real Blue

20s

JPS SK Real Blue

20s

L&B KS Orig Silver

20s

Marlboro Gold KS Product Description

20sSize Pack

Barcode sales

Mayfair KS

20s

Continued overleaf

Mayfair KS Sky Blue

20s

Players KS Crushball

20s

Premier retailers will soon be taking advantage of a fresh range of high quality e-liquids thanks to a new deal negotiated

by Booker. Edge e-liquids are made in the UK and meet all EUTPD2 requirements.

The £2.50 price-marked products are available in 10 popular flavours to cater for most taste profiles: l British Tobacco l Very Menthol l Strawberry & Lime l Blackcurrant l Heizen l Cherry Menthol l Virginia Tobacco l Strawberry Milkshake l Blueberry l Forest Fruits Every Premier retailer will receive a counter display unit filled with 20 cases of stock FREE OF CHARGE, worth £250 at RSP. Replenishment outers are available at £3.99 + VAT per outer, delivering outstanding PORs of 61.7%. The £2.50 price point is extremely competitive and will drive both trial and repeat purchase in this fast-growing category.

Best Sellers - National List

70% value top 39 SKUs

Represents 70% of national sales Players KS Real Red 20s Players SK Real Red 20s Best Sellers - Regional Lists Richmond SK Green

20s

BestRichmond Sellers - Regional Lists SK Real Blue 20s Rothmans KS Blue

20s

New Tobacco Legislation Guide V2.indd 3

Your customers will be looking for cheapest on display.

Your customers will be looking 3 Which ones on make you the for cheapest display. most profit?

YOUR CUSTOMERS WILL you BE the Which ones make LOOKING FOR THE CHEAPEST ON most profit?

DISPLAY.

Based on SalesOut data 16/12/16 - 9/3/17

USEFUL NUMBERS & WEBSITES Imperial Tobacco Helpline 0800 018 5747 www.imperial-trade.co.uk/ tobacco-regulation

18/05/2017 09:29

Rothmans SK Blue

20s

Royals KS Red

20s

Silk Cut KS Purple

20s

Silk Cut Silv KS

20s

Sovereign KS Blue

20s

Sovereign SK Blue

20s

Sterling KS

20s

Sterling KS Dual

20s

Sterling SK Blue

20s

Sterling SK Green

20s

Windsor Blue SK Real

20s

JTI 0800 163 503 www.jtiadvance.co.uk

Which ones can make you thePlayers most profit?

RRP £7.35 POR 7% Players RRP £7.35 POR 7%

Gold Leaf 30g Hand Rolling Tobacco RRP £9.99 Gold Leaf 30g POR 10% Hand Rolling Tobacco RRP £9.99 POR 10% 77761 01 New Tobacco Legislation Guide V2.indd 9

Customs Confidential Hotline 0800 59 5000 www.suspect-it-report-it.co.uk Create your own price list at: www.mytobaccopricelist.co.uk ACS 01252 515001 www.acs.org.uk/ tobaccodisplayban NFRN 0800 121 6376 www.nfrnonline.com

9 18/05/2017 09:29

June 2017 TalkingShop 9 77761 01 New Tobacco Legislation Guide V2.indd 9

18/05/2017 09:29

51

LaunchReview FEEDBACK ON THE LATEST BOOKER PRODUCTS

Saucy launch hits the spot

Happy Shopper BBQ Sauce Case size: 8 x 450g WSP: £5.49 RSP: £1 PMP POR: 31.4%

Summer sun drives BBQ sauce sales Happy Shopper BBQ sauce has proven to be a big hit with shoppers and retailers since launch, helped no doubt by the recent spell of good weather.

Booker’s Happy Shopper BBQ Sauce filled what had been a gap in the increasingly comprehensive Happy Shopper range. The launch has been exceptionally well received by both shoppers and retailers, not least because, as with all Happy Shopper own label items, the product delivers a great POR of 31.4%.

The launch has no doubt been helped

over the last couple of months by some extended spells of good weather which have promoted gatherings of families and friends around the BBQ. Price marked at just £1, Happy Shopper BBQ Sauce offers shoppers a great value and great quality alternative to premium priced branded alternatives and perfectly complements the existing range of Happy

Shopper Tomato and Brown Sauces, as well as the popular Happy Shopper Salad Cream and Mayonnaise lines. The top-down easy to use packaging format also makes for a maximum of taste with a minimum of fuss and mess. Great for a wide variety of uses over and above the most obvious BBQ application, Happy Shopper BBQ Sauce has been a welcome addition to the range.

June 2017 TalkingShop

53

S ’ K EU

1 .

NOALIST

TH

* I C SPE EANER CL

RRP

£4.99

B E R A IN C

* D RAN

A R D 1 NO.

ING K * L L E S U T E S E H T H G I IN THE H ING ITEM HE N T A E N L A C H T R E IGG O.2 B % 15 ORY N S K G N E I T S CA NS, I A R D S R A CLE IPES G N I D N P A T S AND H UG O R S E H T T U S N SINK IN 5 MI R WATE

538

M171

shopper’s view…

Eilidh Lennon, London A BBQ just isn’t the same without some tasty sauce to finish off a treat in the sunshine but these types of products are often really expensive, particularly if you don’t use them regularly. The Happy Shopper BBQ Sauce is perfect because it tastes great and it just £1 it isn’t a major investment when you want to liven up some BBQ food. Having said that, I’ve been using the sauce for all sorts of things even when I don’t have the BBQ on.

I’ve had it on spare ribs done in the oven and I’ve used on home made burgers done on the grill so it’s very versatile.

Best of all it tastes great and the bottle is easy to use and mess-free.

IN SUMMARY

1

Great extension to the Happy Shopper range of sauces, complementing the Brown, Tomato, Salad Cream and Mayonnaise options.

2

Fantastic POR of over 30% as retailers have come to expect from the entire Happy Shopper range which has never been stronger.

3

Exceptional value for shoppers at just £1 and easy to use in a mess-free bottle that makes livening up a whole range of foods quick and simple.

4

Superb quality product from a trusted own label brand combined with outstanding value – everything that shoppers want in a product.

RETAILER VIEW BALBIR KULAR Premier Eggborough Village Post Office & Store, Doncaster For many shoppers, products that they don’t use every week in life can be treated like something of a treat, which means that they don’t want to pay over the odds for something that they might not use again for another week or two.

The Happy Shopper BBQ Sauce fills that gap perfectly, providing a top quality product but at just £1 so they can pop it into their basket without worrying about how much they are spending.

The product looks good on shelf, the packaging is great and the £1 price mark is prominent so it achieves great standout and I’m convinced it brings new shoppers into a category they maybe don’t buy into very regularly.

The mess-free bottle is also a big positive because I know lots of shoppers don’t particularly like the whole rigmarole of scooping sauce out with a spoon or knife and having to clean up after themselves.

It’s all about value, quality and convenience these days and products like this tick every box – and if retailers really want to squeeze every penny they can out of their stores, then they need be stocking products like these that push up basket spend and deliver repeat sales. Happy Shopper is just a great brand for doing all of this and more.

RETAILER VIEW SANJEEV SINGH Premier Fairholm Convenience Store The Happy Shopper sauce range has been popular for a while so it makes sense to keep broadening it out now because shoppers are used to the products, have tried them and like them.

That means they have more confidence in new products when they’re added to the range and that’s certainly true of the Happy Shopper BBQ Sauce. It’s been warm and sunny on and off for the last couple of months so we’ve seen lots of shoppers add this to their basket on sunny days alongside the usual BBQ essentials, which is always great to see.

RETAILER VIEW ROBERT KIRKWOOD Premier Express Corner Shop The timing of this launch couldn’t have been much better because it’s been sunny and warm ever since, or much of the time anyway! Shoppers love a BBQ or an al fresco lunch and they’re usually in a good mood when they’re shopping for food and accessories for a BBQ so they tend to be a bit less careful with their cash. Products like Happy Shopper BBQ Sauce really help to add that extra item into what is already a decent basket spend and that’s always great news for retailers. The product tastes great and looks great, it’s great value and retailers get great PORs.

June 2017 TalkingShop

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Food To Go | GUEST COLUMN

Tony Mallaban Mallaban, Premier Avon Gold, Bristol.

Bristol retailer and PDG member on why food to go helps increase profits and reduce costs.

GOOD TO GO: A food to go offering is a great way of both making and saving money for Premier retailers.

Make more and save more with food to go A great way to boost your profits and make a dramatic impact on your cost savings is through a food to go operation.

W

hen it comes to implementing a ‘make more, save more’ strategy, one of the most effective way of achieving both aims in one go has been the expansion of the food to go offering at our store in Keynsham in Bristol.

We are all aware that food to go is a growing market and more and more shoppers are looking to buy food for instant consumption from their local Premier store. At our store, we have been aware of that trend for a long time and have also offered a food to go range for many years but we recently decided to expand that side of our business.

We now provide a very extensive range of hot and cold food, all freshly made on the premises from pasties and pies to filled rolls, sandwiches, salads and traditional hot dishes. There’s no question that this move has helped us grow our business, develop an increasingly large and loyal food to go shopper base and, at the end of the day, make more money.

The margins on food to go tend to be exceptional – often as high as 60% or 70% – which is great news, but the food to go operation also helps by increasing footfall both by bringing regular shoppers in more often and by bringing new shoppers to us.

Additionally, most people that buy food to go products will also pick up some extra items like a soft drink, a newspaper, cigarettes or

some confectionery which helps drive up basket spend right across the store.

In that way, there’s no question that we ‘make more’ from food to go. But possibly just as important is how much we save through having a food to go operation. Where once we used to have to waste significant quantities of out-of-date fresh and chilled stock, these days virtually all of it is simply transferred to the foodservice side.

In that way we have almost entirely eliminated waste of cold meats, salads and other fresh and chilled produce. When stock gets down to only having a couple of days left of the ‘use by’ date, it goes into the freezer – and we can then use it perfectly safely and perfectly legally as we require it in the kitchen.

It helps that we have invested in walk in chillers and freezers to support the food to go side but even with a small chest freezer, retailers could eliminate waste and well and truly ‘save more’.

On the same theme, with a lot of freezer space we also tend to buy big on Chef’s Larder promotions when it’s products we know we’ll sell. We often buy 10 or 12 big catering packs during the promotions and put them in the freezer, which helps us ‘make more’ and ‘save more’ at the same time. Taking advantage of good deals while maintaining quality is one of the cornerstones of our business, after all.

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ACS Viewpoint | General Election

James Lowman The aftermath of a General Election is a great time to get in touch with local politicians.

The General Election is a good reminder to retailers about how important it is to engage with your local politicians year round.

T

he recent General Election and hung parliament arguably leaves the independent retailing industry no clearer on how its future looks. The ultimate outcome has wide ranging implications for security, the economy and people’s personal lives, but there will also be many policies and new laws to consider that could change the landscape of the convenience sector.

There is one area where there is almost universal agreement between the major parties: something needs to be done about the business rates system. In our sector, one in three retailers have seen an increase in their business rates bills, with some of the worst affected stores being those which operate on forecourts and that have free to use cash machines. At the same time, internet distribution warehouses like those operated by big players like Amazon are seeing a fall in their business rates. In all of the major manifestos, commitment to reform features prominently although the details differ on things like self assessment of rates, whether to use RPI or CPI, and how often revaluations should take

place. We have been campaigning view is that the Low Pay for months along with other Commission should be left to business organisations to encourage do the job of recommending Government to conduct a proper wage rates without having to hit review of the way the rates system arbitrary political targets, and works, and we are hopeful that to make recommendations IF YOU whoever’s in power after based on an independent WOULD LIKE TO the election will follow assessment of the impact GET INVOLVED IN THE POLITICAL WORK OF ACS through on their manifesto that any changes could promises. have to the business ....................... CALL ......................

Unfortunately, the community.

01252 515 001 election campaign has But just as the ............. OR LOG ON TO ........... also been an opportunity national policy landscape www.acs.org.uk for politicians to advocate is important, it’s also potentially damaging policies essential that you keep on wage rates. Across the abreast of local commitments manifestos you’ll find a range of and issues surrounding your different numbers thrown out for what store, and the best way to do the rates of the National Minimum that is to arrange a store visit Wage and National Living Wage with your MP after the election should be by 2020, with many aiming to make your voice heard. This for the National Living Wage to is especially important over the be redefined and hiked at a higher next couple of months, as there rate than is currently planned. In will be many new MPs taking our sector, we know from research seats in parliament, all of which of convenience store owners that who will be keen to campaign measures are already being taken on local issues. If you’d like to reduce the impact of wage rises, to arrange a store visit in your ranging from reducing the number constituency, get in touch with of staff hours in a business, to laying us and we can help out. Just off staff altogether and delaying or email steve.dowling@acs.org. cancelling investment plans. Our uk for more information.

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YOURSHOUT GOT A QUESTION? Want to post a question or raise an issue with the Premier Team?

Get in touch by email at talking shop@55north.com or call 0141 222 5380.

YourShout WHAT’S ON YOUR MIND? RETAILERS PUT THEIR QUESTIONS TO PREMIER

Are we losing out on better value vaping sales?

From everything we hear from our RDM, it seems clear that vaping is a big opportunity for Premier retailers, particularly after the new EUTPD2 regulations have clamped down even harder on tobacco sales.

One problem we often encounter is that the vaping options from the big brands often come with premium price tickets and I’m not sure that’s what shoppers are looking

for. We may be losing sales to stores selling better value products. What can we do about this?

ASIF AKHTAR, PREMIER SMEATON STORES, KIRKCALDY ALAN FASHAM, TOBACCO CATEGORY MANAGER, SAID: Vaping does indeed represent a significant and fast growing opportunity for Premier retailers but with so many options and so many different

pricing models around it can be difficult to find a proposition that’s right for your market.

That’s why we have just done a deal with British vaping company Edge and all Premier retailers will be receiving free of charge an attractive counter-top display case and 20 outers of Edge liquids, which are worth £250 at RSP. The extenisve range of liquids retails at just £2.50 per bottle and will allow Premier retailers to offer UK-made quality liquids at competitive prices.

Making more of Mega Deals There’s no question in my mind that the Mega Deals are among the most important tools in the Premier armoury.

They consistently deliver huge sales and great profits, so is it time to make more of them and develop the concept even further?

DENNIS WILLIAMS, PREMIER BROADWAY CONVENIENCE, EDINBURGH

MARTYN PARKINSON, BRAND DIRECTOR PREMIER, SAID: We are very proud of the Mega Deals and we are delighted to announce that the Premier promotional package is being improved to deliver not four but six Mega Deals every period as well as guaranteed alcohol and paper promotions every period. We are also introducing a ‘Frozen Meal Deal’ every period to help retailers make more and save more.

Scores on the Doors The ‘Scores on the Doors’ green hygiene ratings systems is getting more and more important for Premier retailers? Where do we go for help with it?

BALBIR SINGH, PREMIER EGGBOROUGH VILLAGE STORE & PO, DONCASTER KEVIN THACKERAY, HEALTH & SAFETY MANAGER, SAID: The introduction of the Food Hygiene Rating scheme means hygiene standards are more visible than ever as your rating is available online for all to see. It should be possible for all Premier retailers to achieve the highest rating of 5 and by using previous inspection reports you should know what to do to achieve that. Do not wait for your inspection if you want advice. Contact your local authority Environmental Health department to make the necessary improvements now if you are disappointed with your current food hygiene rating.

You can always apply for a re-assessment and if suitable improvements have been made your new rating will reflect this. It is likely in the future all food businesses will have to display their rating at the premises. Food businesses in Wales already have to do this.

Visit www.food.gov.uk for full advice.

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Talking Shop

Issue 89 June 2017