Lifestyle Retailer 48 July/Aug 2018 by The Bright Media Agency

The magazine exclusively for

retailers

back to school It pays to plan ahead so stock up on your September essentials

Retailer Issue 48 july/aug 2018

Donâ&#x20AC;&#x2122;t miss

quench your thirst Soft drinks are big news â&#x20AC;&#x201C; are you getting yours right?

Ringing in the changes How one Swansea store transformed its fortunes

Heat up your sales From BBQs to ice cream, follow our guide to the hottest sellers in store this summer

Plus. . . retailer stories n industry news n latest must-stock products n store profiles

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SERVE UP YOUR BEST SALES THIS SUMMER WITH ROBINSONS NEW

WHO

LE LESA

E XC

LU S

IVE

LE IL AB AVA JUNE 11TH

ROBINSONS IS THE UK’S No1 SQUASH* REFRESH’D IS THE OTG BRAND FROM ROBINSONS, ONE OF THE MOST TRUSTED SOFT DRINKS BRANDS IN THE UK**

BRV424136_18

STOCK UP NOW XX

retailer issue xx 2018 *Kantar usage panel Aug 2017 in home occasions **Mintel, Soft Drinks Review, UK, June 2017

Welcome… …to your July/August issue of Lifestyle Retailer. Lifestyle Retailer is published six times a year by The Bright Media Agency, The Old Bank, 2 Cross Street, Enderby, Leicestershire LE19 4NJ on behalf of Landmark Wholesale. For Landmark

Stuart Johnson For The bright media agency

Editor Stephenie Shaw Head of Design Emma Bramwell Designer Rafaela Aguiar-Hill Staff Writer Rosie Bambury Photographers Matthew Horwood Jo Hanley Artworker Chris Gardner Head of Sales Adam Turner Publisher David Shaw To advertisE

Please contact Adam Turner: 0116 296 0214 or adam@thebrightmedia agency.com To DISCUSS EDITORIAL

Please contact Stephenie Shaw: 0116 296 0133 or stephenie@thebright mediaagency.com Disclaimer: All prices listed are correct at the time of going to press, but may be subject to change.

This time of year is all about impromptu picnics and barbecues, and your store will be a lifeline in the local community for people heading to gatherings or hosting their own. You can stay ahead of the game by keeping up to date with the latest trends and products for your shelves; turn to page 18 for our guide to barbecue season and page 45 for the perfect picnic preparation. It’s even more important to stay hydrated in summer and water sales will be great for your margins, so turn to page 23 for expert advice from the team at Highland Spring water. On page 25, we meet retailer Basky and his wife who have just given their store a makeover and are now reaping the rewards. Have you got a great makeover story? We’re always on the hunt for retailers to feature in our magazine. As a retailer, you’ll know how important it is to be prepared, so on page 28 we’re already looking ahead to September and how you can get ready for the back-to-school rush.

Stuart’s top tips for summer Check the weather forecast Keep a beady eye on the weather this summer. Customers are likely to head straight to your store for ice creams, chilled beer and impromptu gathering essentials when the sun appears, so make sure you’re ready for when it does.

Think outside the box It could be worth stocking items you wouldn’t normally at other times of the year, such as kids’ garden toys or plastic glasses. Make them visible in your store so customers know they’re there.

Promotions go a long way Think about promotions that could entice customers this summer; such as deals on soft drinks and sharing crisps and snacks. Check out your competitors to see what they’re doing.

You’ll see we’ve given the magazine a bit of a shake up to continue to provide you with the best advice to run your store. We’d love to hear your thoughts, so get in touch. I wish you a very successful and sunshine-filled summer!

Stuart Johnson Retail Controller, Landmark Wholesale

get in touch… email us at lifestyleretailer@ thebrightmediaagency. com

issue 48 2018

retailer

Hoops worth

£10S7Vm R

9 Million

hase Households purc* Hula Hoops*

The UK’s

No.1

Ridge Cut Cri

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4 Biggxer

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The UK’s

23 34 09 28

Contents 09 Need to know

The latest must-know news and products in the industry

18 BBQ SEASON

As the temperatures rise so too can your sales if you think smart when stocking up on BBQ must-haves

23 thirsty work

Soft drinks sales soar in the summer months; are you stocking the proven big sellers?

28 back to school It may not be until September, but it pays to plan ahead to be sure your store is top class

34 store profile

59 Healthy profits

45 Trend: picnics

60 next issue

47 store profile

62 five minutes with…

We visit a husband and wife team who have transformed their tired Swansea store

Do you have the perfect picnic products? If not, now’s the time to stock up for spontaneous shoppers

For Falkirk retailer Ajaz, it’s clear that owning a store is a family affair as he takes it to the next level

57 Trend: ice cream

Our suggestions to cash in on the increasing demand for healthier alternatives

What you have to look forward to in September!

We talk chocolate, retailing and Bear Grylls with Ferrero’s Business Unit Controller, Cash and Carry Wholesale, Jodie Wood

Our at-a-glance guide to the best ice creams for your freezer

issue 48 2018

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BYE BYE

SHELL! HELLO SOFT AND FRUITY

Supported by media investment of over £1.2 million!

MINI

Unwrapped JUICY CHEWS Perfect for Sharing! Skittles® and Starburst® are registered trademarks. ©Mars Wrigley Confectionery 2018

o t d e e n w o n k

latest e h t h t i ate w d o t stry p u d n i e Stay u h on in t s g n i o g

The scoop on ice cream trends

*Source: www.food.gov.uk

Huge potential in food-to-go The food-to-go sector is set to grow by 2.8% to a whopping £20.7bn in the year ahead, overtaking the expected 1.5% growth in eating out as a whole. The research, outlined in a recent MCA Food-To-Go Market Report, suggests that the growth is being driven, in part, by an increase in commuter numbers, coffee culture and a move away from the three-meals-a-day routine. This is paired with consumer demand for quick, nutritious and

satisfying food that can support busy lives. Does your store offer food-to-go? If not, or if it’s something you could invest more in, now may be the time. Many Lifestyle Express retailers have seen a surge in their sales after they’ve installed a hot drinks machine and a counter offering hot food-to-go, especially during the winter months. Why not contact the Lifestyle Express team to discuss how your store can benefit from increasing your food-to-go offering?

Lookr… o f t u o

Our round-up of the latest products that deserve space on your shelves

More than

20 million

people in the UK plan on having a picnic this summer* Turn to page 45 to see our must-stock picnic selection

A recent survey found that shoppers will happily pay a premium for luxury tastes and unusual flavours of ice cream. The ice cream category is worth a huge £342m to UK convenience stores and is growing 5% year on year. Traditional flavours are no longer the only choice for shoppers, as seen in Mintel data on more unusual options such as coconut, which is up 117% since 2015, pistachio, which is up by 34% and hazelnut, which is up 18%.

The ‘wow’ factor For customers watching their waistlines, Nestlé recently unveiled Milkybar Wowsomes. With milk the number 1 ingredient, the new bar contains crispy oat cereal and is a source of fibre. The addition is the first chocolate using Nestlé’s new structured sugar to reduce sugar content by 30%, and is perfect for parents looking for a healthier treat for their little ones.

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o t d e e n know

25.3% of 25–34 year olds do their

weekly shop in a convenience store*

cup a soup to go

Wicked new flavours

Batchelors Cup a Soup is now available in a convenient pot. Cup a Soup To Go is now available in a format which allows customers to pour hot water straight into the pot and enjoy. Whether it be for students eating between classes, or commuters grabbing lunch or a snack to eat on the way to a meeting, convenience stores are well placed to capitalise on this growing trend, especially as

the weather improves and we move into summer. Available in a variety of flavours, if retailers have a coffee machine or hot water point they can offer a complete takeaway solution. The number of single eating occasions are up 10%, so it’s the ideal way to keep up with consumer trends and increase sales in this area.

WKD, Britain’s top-selling traditional RTD, is adding a tropical new flavour to its range; WKD Mango Crush. Available in 275ml glass bottles and with the same 4.0% ABV as existing WKD flavours, the new variant launched this spring and comes in two innovative WKD multipack formats: a dual-flavour, price-marked four-pack and a multi-

flavour variety 10-pack. The four-pack contains 2x275ml bottles of WKD Mango Crush and 2x275ml bottles of WKD Berry (£4.99 PM). This dual-flavour approach is thought to be an innovative first for the whole RTD category. This new product is likely to appeal to young adults, so stock up in time for festival season!

surf’s up

Lookr… o out f Shock horror Oasis has launched Aquashock, a duo of flavoured waters, available in 500ml PET bottles in two flavours, Spicy Raspberry (with a hint of chilli) and Chilled Cherry. These new flavours are perfect for young adult shoppers looking for a new, exciting addition to the flavoured water category.

retailer issue 48 2018

*Source: www. globaldata.com

Unilever has launched Surf Gems to tap into consumer demand for fragranced detergents that offer a premium cleaning experience. Lily & Lotus Blossom and Violet & Wild Blossom scents are available as an 18-wash liquid (RRP £6.40) and 30-wash powder (RRP £9).

Wine for two? A new range of 50cl bottle wines is now available from brands including Hardys, Kumala and Mud House to give shoppers more choice. Perfect for mid-week customers who may not want a full 75cl bottle of wine, these new sizes are sure to fly off the shelves as they contain just enough for two large glasses.

How can Budweiser help your business during the

2018 FIFA WORLD CUP ? ™

75% of the UK adult population are expected to watch the 2018 FIFA World Cup Russia ™. As the official beer sponsor, Budweiser will help you to maximise sales during this huge selling occasion*.

Budweiser is perceived as the highest quality lager and the most easy to drink versus its competitive set (Fosters, Carling and Carlsberg) †.

During the 2014 FIFA World Cup Brazil ™, Budweiser grew it’s volume by 21% and share by 1.2% ‡.

MB, Nielsen CGA YOY to August 2014. *† Source: Source: AB InBev BPT Analysis 2016.

‡ Source: MB, Nielsen CGA YOY to August 2014.

o t d e e n know global success mapped out Recent research by Mintel has discovered that well-travelled Millennials are helping to keep world food sales buoyant as they seek different flavours and meals that are easy to prepare. The study found that close to nine out of 10 people eat

ethnic foods regularly at home, with foods once seen as exotic appearing on more dinner tables than ever before. So, when next stocking up your chillers and shelves, why not add some signage around store to let customers know about new ethnic foods you offer? You could even have a launch day and offer customers the chance to sample some of your new international food.

big win this summer

*Source: Global Data

This summer, retailers have the chance to win £5,000 every week. Simply buy any promotional pack of Lucozade Energy, Lucozade Sport or Ribena for your chance to win. Visit www.lrsuntory.com/win for more details.

2018’s UK food and grocery convenience market is set to grow by

4.1% Lookr… o out f

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Häagen-Dazs joins ice cream craze Häagen-Dazs has announced the launch of its new on-trend Peanut Butter Crunch ice cream, available in pint and stick bars. The new product combines peanut ice cream with a thick swirl of velvety peanut butter sauce and crunchy, salted and caramelised pieces of Argentinian peanuts. With an RRP of £4.20 per pint and £3.99 for stick bars, these are bound to be hugely popular with both children and adults. Mars has introduced M&M Peanut Ice Cream following the craze for

peanut butter, as part of its single service range. With a blend of peanut ice cream, M&M’s peanut pieces and a crunchy chocolate layer, it looks set to delight those looking for a tasty way to cool down this summer.

convenience is a community lifeline

Good news: the convenience sector is still an invaluable lifeline in communities, according to research by Nielsen, which has also found that online grocery remains a

“very small part” of the UK grocery market. Unlike other sectors, ordering online is mostly to complement the weekly instore shop, not a replacement.

Kids on the go Weetabix has expanded its popular On the Go drinks offer with a range aimed at children aged 5 to 10 years old. Bound to be a hit with parents the drinks are available in three flavours including strawberry, banana and chocolate. They provide the equivalent energy, fibre and protein of one Weetabix Original and contain no artificial sweeteners, colours or flavours.

Lager love Heineken’s Amstel has launched a bold new pack redesign which brings the brand’s famous look from Europe to these shores. Amstel is a premium lager with a clean, crisp taste.

In Impulse Strongbow, Old Mout and Bulmerâ&#x20AC;&#x2122;s over-index on value sales of Cider in the summer months by 16%. Source: Nielsen Impulse Full year 2017, Summer months calculated as 4 weeks ending 17/6 to 9/9.

need to know

If you only do one thing…

*Source: Office For National Statistics

James Lowman, Chief Executive at Association of Convenience Stores, urges retailers to future proof their stores The corner shop of 20 years ago is not the convenience store of today. Where other specialist stores on the high street like banks, pharmacies, off-licences and post offices have faded away, c-stores have embraced those services, continuing to provide them for a demanding customer base. The role of the c-store is an important one, as it acts as a traditional social hub as well as a collection of products and services in one place that is often more convenient and

accessible than online. This can’t be taken for granted though, as high streets are littered with empty fascias of businesses that thought they were more relevant to consumers than they actually were. As c-stores have embraced change, the challenge is now to find new ways to collaborate with other services that people want, and to co-exist with online businesses to remain as relevant in this changing retail landscape.

six times faster than British retail grew

expected in the month preceding the 2014 FIFA World Cup*

NEW REPORT SHOWS shoplifting RISE

It’s still just as important to make sure your store is as secure as can be, as the number of shoplifting crimes recorded by police in England and Wales rose once again last year, according to the latest Office for National Statistics report. The official figures show the number of shoplifting incidents rose 8% to 385,265 in the 12 months to December 2017, following a 10% increase for the year ending September 2017. Violent offences such as knife crime and robbery also

increased over the same period, up 22% and 33% respectively. Stay safe: work with your local police to identify any suspicious looking individuals.

Get in touch with your Lifestyle Express representative to discuss measures to make your store as secure as possible

Lookr… o out f An emoji for that Nestlé Pure Life has added new emoji bottles to encourage children to drink more water. The new range, with dedicated POS, has four designs across the brand’s 33cl bottles.

Max Strong ‘Perfect with Beer’, Max Strong Chilli and Lime, Hot Chicken Wings and Jalapeno and Cheese crisps are 80p RSP for a 50g bag. Hot Chicken Wings is also available as a 75g £1 price-marked pack.

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retailer

get ready for the bank holiday Are you ready for the upcoming August bank holiday? Retailers have reported seeing a 10–30% increase in sales over bank holiday weekends, depending on weather conditions. Be prepared for spontaneous barbecue occasions if the weather is warm enough, and make sure your chillers are well s tocked with your most popular products. Remember the children too – if you’ve got space in your store, why not get some plastic tennis rackets and footballs?

wise up on tobacco sales More than half of convenience stores could be missing out on tobacco sales, new research by the Scandinavian Tobacco Group UK Limited (STG UK) suggests. The survey revealed that smokers often rely on retailers for advice on what to buy, especially if their favourite brand is out of stock. Ensure you understand the different products to make the most of the high profit margins of alternative brands. Your planogram is the perfect starting point.

Lookr… o out f sweet treat Delight your sweet-toothed customers with Dexters’ ‘Three for £1’ range. All products, including Cool Bottles and Sour Worms, are produced in a Halal-accredited site and retail individually at 39p for 50g bags* or three bags for £1.

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At the peak of a midsummer heatwave in 2017 (week ending 24 June), sales of

strawberries and cream rose

by 18% and packs of strawberries increased by 10% in the final week of Wimbledon*

Dress it up Hellmann’s is on a mission to reinvigorate the dressings category with a relaunch of their range offering new flavours including Caesar with Smoked Garlic, Fat Free Vinaigrette, Honey & Mustard and Thousand Island. Natural ingredients, a new pack size and flavours embracing modern food trends are key features of the relaunch.

Dates for your diar y July

2–15

July

7–29

July

19–22

July

august

Wimbledon Stock up on the strawberries and cream for this one Tour de France Why not try a special in-store Tour de France promotion? FIFA World Cup Final Get fully stocked up with beer and snacks for the key World Cup fixtures

The Open Push your sales by offering a free beer with every frozen pizza to celebrate the golf National Vanilla Ice Cream Day Add signs in and outside your store to prompt impulse buys National Prosecco Day Stock up on prosecco and let your customers know by popping promotional signs up Bank Holiday If the weather plays ball, expect buys for the BBQ

*Source: www.talkingretail.com

o t d e e n know

MORE WINGS TO MAKE SALES FLY.

These days, more and more shoppers want a low-calorie alternative to their favourite drinks. That’s why the Red Bull Sugarfree range has grown, offering shoppers new flavours, new sizes and a choice in how they get their wings. As Red Bull Sugarfree 250ml is the number one low kcal drink in the Sports & Energy category (+7% vs 2017 )*, selling Sugarfree alongside Red Bull Energy Drink can help your category sales fly. So if you want to give your business a lift, it’s easy to see:

*IRI £SALES LOW KCAL SPORTS & ENERGY SINGLES (TOTAL COVERAGE | 52 WKS 20.01.18)

Barbecues

Grill your bottom line When it comes to barbecues, we’ve got the low-down on how to make sure your sales sizzle this summer

Stay ahead of the game

Go the extra mile

Convenient advantage

Lifestyles are increasingly more casual and spontaneous, and as a result, pre-planned barbecues are becoming less popular in favour of impromptu occasions. Pre-planned barbecues are down from 70% to fewer than 22% in recent years. So, keep an eye on the weather forecast during the summer months and even as we head into September, and get ready for shoppers flocking to your store to make impulse purchases when the sun makes an appearance.

Look after your customers and your bottom line by going the extra mile. Your customers may only be visiting your store to buy some burgers and sausages, so why not remind them with clear signage to stock up on chilled beers and wine while they’re there? Think creatively to drive up your sales, stock up on delicious alcohol-free options for those who don’t drink, and don’t forget the little ones – stock up on outdoor toys if you have space in store.

Put the ‘convenience’ into ‘convenience store’ this summer and use clear signage around your store to help customers find their way around quickly. Remember, especially for spontaneous purchases they may be more likely to pop quickly into your store rather than do battle with the major supermarket down the road. Use your planogram or head to the website at www.lifestyle-express.co.uk for more information to help you decide what to stock.

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48% of all barbecues are afterâ&#x20AC;&#x201C;work or midâ&#x20AC;&#x201C;week occasions

The UK was once again Europeâ&#x20AC;&#x2122;s leading barbecue nation, hosting on average more than 130 million a year

the average number of barbecues held per family during the summer has risen sharply from around 2.5 to more than 9

the amount the average customer will spend on food and drink for a barbecue

the amount the overall barbecue and alfresco eating and entertaining market is reportedly worth issue 48 2018

retailer

Barbecues Our guide to stocking up for barbecue seasonâ&#x20AC;Ś Beginner Stock up on barbecue essentials such as fresh and frozen meat including burgers, sausages, vegetarian sausages and bread buns. And absolutely key are chilled beers, ciders, wines and soft drinks. Donâ&#x20AC;&#x2122;t forget disposable barbecues, charcoal and barbecue lighter fluid.

Intermediate What else do your customers need? Think tomato ketchup, brown sauce, mayo, barbecue sauce and salad dressings. Add in some fresh salad ingredients, cheese and tasty sides such as potato salad and coleslaw.

Expert Be a one-stop shop for your customers by going the extra mile with disposable cups, napkins, paper plates, cocktail sticks and plastic tablecloths. If you have spare space in your store, how about selling outdoor toys for children?

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ANY 3 FOR ÂŁ9.99 REFRESHING

NEW BOTTLE

Sparkling 24 x 500ml

Still 15 x 750ml

Still 12 x 1L Sports

Still 12 x 1.5L

Still 24 x 500ml

STOCK UP NOW Promotion valid between March - September 2018. Not valid in conjunction with any other offer, promotion or discount scheme. Promotion valid on Highland Spring 24x500ml Still PET, 24x500ml Sparkling PET, 15x750ml Still PET, 12x1L Still PET & 12x1.5L Still PET. Total price of ÂŁ9.99 when any combination of 3 cases of the aforementioned products are purchased. While Stocks Last. Highland Spring is a registered trade mark of Highland Spring Limited.

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water

Summer cool down Despite the recent sugar tax, soft drinks are still a huge sales opportunity. Make a splash this summer with our top tips

55%

more plain water sold in summer than winter

oft drinks is a key category for convenience retailers, and summer is a great time to boost your bottom line as sales of cold drinks soar during the summer months – especially if the sunshine is on our side. As bottled water is now the soft drink of choice for millions of customers, it’s important to make sure your chillers are fully stocked and that you’re ready for the stampede to your store as soon as the temperature hits the 20s.

Lauren Maddocks, Shopper Marketing Manager, Lucozade Ribena Suntory “Although a spike in sales can be expected regardless of the weather during the summer months, it can be boosted even further when the sun comes out. Ribena benefits from an increase of almost +22% in the summer months. Its instant on-shelf recognition, backed by over 80 years of heritage, makes this best-seller a popular and profitable brand for retailers.”

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Water When you’re thinking about stocking up your chillers this summer, consider these points:

1 2 3 4

S hoppers like to have a choice, and they may well head to your competitor nearby if they can’t get the product they’re after, so make sure you have a varied assortment in your chillers. It’s also worth keeping note of any requests you get from customers and stocking up quickly. ifestyle Express recommends L prioritising a few facings of the bestselling products, as opposed to packing out your chillers with a random selection of products. Check out the planogram for advice on the latest must-stock products. aps on the shelves equate to G lost sales, so make sure you stay on top of your stock levels, especially during a heatwave. If a product sells out regularly, stock up and consider adding another facing, replacing a slower seller. ake sure your range is M tailored to local tastes as well as the top-performing brands, so listen to your customers and keep tabs on their favourites.

5 6

Group soft drink categories and brands together. Identify the best-performing brands in each category and stock these at eye level to maximise sales. The planogram is the best place to start when you merchandise your chillers. Keep a selection of waters on your shelves as well as in your chillers as during the warmest weather some customers will actually prefer to cool down with room temperature water.

Every degree above 18°C during summer

= 3.5%

increase in sales

Linsey Sykes, Lifestyle Express, Pant Waen “Our soft drinks sales are hugely successful in summer, increasing by around 30%. I’d say bottled water is more popular than fizzy drinks, simply because we have a lot of mountain hikers who pop in to get a drink on their way. For this reason, many of our customers prefer bottles to cans because they can’t close cans during their walk and so I make sure we’re always stocked up on bottles. It’s really important to make sure you’re catering for your customers, and that you’re paying attention to what they want and for what purposes. I also keep stocked up on cartons of juice for the kids and also flavoured water sells really well with parents wanting to encourage their kids to drink more during the warmer weather.”

Ajaz Ali Lifestyle Express, Falkirk “In the summer, my soft drinks sales increase from 10% to almost 20%. All my soft drinks are chilled so my customers always have a cool drink in hot weather. It’s a really important category to get right as I make about 30% margin on it. Availability and ensuring you have the correct range are key. It’s important to know the core range so I follow what Lifestyle Express advise through their planogram which is hugely helpful. My top selling brands are Irn Bru, Monster energy drinks, Volvic Touch of Fruit and Coca-Cola.”

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Water This summer, you might want to think about including the following products in your chillers:

Volvic Still Mineral Water 500ml

Volvic Touch of Fruit Strawberry 500ml

Pepsi Max 330ml

Evian Still Water 500ml

Diet Coke 330ml

Buxton Still Mineral Water 750ml

Vimto Still 500ml

Sunspring Water 500ml

Lifestyle Apple Juice 200ml

Oasis Citrus Punch 500ml

Fruit Shoot Orange 275ml

Rose Rickett Lifestyle Express, Walsall “Dr Pepper, Fanta Twist and Pepsi Max are hugely popular in my store during the summer months. I always make sure to keep an eye on my stock levels, especially when the weather is warm as our water sales rocket from passers-by popping in to impulsively quench their thirst. So far, I haven’t noticed a difference at all in sales following the recently introduced Sugar Levy, which is great news for us! Customers seem happy to pay the increased prices and they understand the positive reasons behind the tax.”

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In ot – 18 p y de Jul t 20 s 16 gu Au

strapline

ENERGISING

DEALS

Stock up on energy deals

Save up to

£20

on the Top 12

STOCK UP AT YOUR LOCAL LANDMARK WHOLESALE MEMBER DEPOT Abra Wholesale Blakemore Wholesale East End Foods (Plc) EDA Quality Foods First Choice Wholesale Ltd

JW Gray Hi Line Hyperama Cash & Carry Jones Food Solutions AG Parfett & Sons Ltd

Sutherland Bros Ltd Time Wholesale Services TRS Cash & Carry Ltd United Wholesale Grocers

For more details contact your local Landmark Wholesale member depot, or to find your nearest depot visit www.landmarkwholesale.co.uk Check your local Landmark Wholesale member’s PLOF and in-depot signage for details of local member pricing

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Back to school

As easy as

ABC

The kids will be heading back to school before you know it. Are you stocked up and ready for the school bell?

ow, we know it’s summer and the start of the school term feels like a long way away, but as you’ll already know, it always pays to be one step ahead. The new school year is a great opportunity to have a bit of fun with new products and create some in-store theatre. It’s also a good excuse to talk to your customers in store and find out exactly what they’re looking for when it comes to their kids’ packed lunches.

Matte sso ns 5 Sli ces Ho ney Roast Ha m

NestlÉ Pure Life Water 500ml

Ribena

Keep on trend

retailer issue 48 2018

Hartley’s ready to eat St rawberry Jelly

Chee st ri n

ns esso ders Matt i ge Ra ken d i r F ic t Ch Roas

Although demand for snacks doesn’t show any signs of slowing down, healthy eating campaigns are having an impact on the types of snacks shoppers are buying for themselves and their kids. Think fruit-based treats, yoghurts, reduced- or low-salt savoury snacks, and nutritious fillings for sandwiches, wraps or rolls. Why not try:

Lifestyle Apple Juice 200ml

Mini Babybel Singles

sits Wot

Nut

ella

Belvi ta Ho n

B–R e ady

ey & N u

’s Nut ri Grai n F ruit St rawber r y

for a mid–morning snack

93% of

parents give their children

sandwiches

for lunch

un lea D Dai ry

Snack attack Health officials recommend parents “look for 100-calorie snacks, two a day max” to cut sugar intake. So, when stocking up, try to include as many low-calorie options as possible. Think yoghurts, dried fruit, low- or reduced-sugar snacks, cereal bars, cheese and savoury options such as popcorn or pretzels. Why not try:

Kellogg

81% of parents pack fresh fruit

Quavers

Mi kado

kers

Eat Nat u and ral Al m Ap r ico o nd t

59% of

parents say their children’s lunch boxes usually contain a

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Back to school

52% of

of children are sent to school withth

juice

Mo ns ter M

BUTTER

u nch

KIST

Milky Way Magic Stars

Di ps KP CHOC te ocola Ch lk i M Row n t

rees F ruit Pasti lles

Harib 30

stics o Tangfa

retailer issue 48 2018

Sweet treats While there’s clearly a need for healthy options, the occasional after-school treat will always go down well. Chocolate, sweets and crisps will always delight your customers so don’t forget to stock up on these crowd pleasers.

McVitie’s Jaffa Cake bars

Just a thought…

• Don’t forget to stock up on mini treats for kids wanting to spend their pocket money after school • It’s a good idea to stock some low-sugar options (such as water) for parents wanting to avoid hidden sugars in fruit juices • If you’ve got social media, why not make a poll or post a status to ask your followers directly what they want you to stock for packed lunches?

Aero

Milk

Cadbu ry Dai ry Milk Giant Butto ns

Refer to your planogram or www.lifestyle-express.co.uk for more advice on what to stock

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Lifestyle extra, swansea

In good

company

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Basky Nada and his wife Jeetha invested in a major refit for their much-loved family store and they’re now reaping the rewards

usband-and-wife team Basky and Jeetha are clearly experts when it comes to running their own convenience store in Llansamlet, Swansea. Having both worked in retail for 14 years, the couple know what it takes to make a business tick like a well-oiled clock, which is how they knew the time was right to refurbish their well-loved store to make it really go the distance. “We knew the time had come to really give the store some TLC as it was starting to look a bit tired. We realised we hadn’t done anything to it for eight years,” said Jeetha. “We finished the refit in March and we couldn’t be happier with the result,” said Basky, proudly looking around his store. “We now have the new grey fascia, and it looks so smart. It’s made a huge difference to the look and feel of our store, and we get compliments from customers every day.” As part of the refurbishment, the couple worked with the team at Lifestyle Express who redesigned the store to increase their chillers by more than 50%. “Our old chillers were outdated, expensive to run and not eco-friendly,” Basky said. “We knew we wanted more space for chilled food and the team helped us

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STORE PROFILE

BEFORE to shuffle things around in the store to give us the space to increase it. We’ve already seen an increase in our sales and although it’s early days, I expect we’ll see a dramatic increase in our weekly turnover by the end of the year.”

SUPPORT

BEFORE 36

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Originally the store was an independent convenience store but wanting some extra support, the couple turned to Lifestyle Express more than 10 years ago and haven’t looked back since. “Lifestyle Express allows us the freedom to run our store the way we want to run it,” Basky said. “But it also gives us the chance to be part of a fantastic support network and to have a really helpful and experienced team just at the end of a phone. Even though we have a lot of experience between us, we know that the Lifestyle Express team has more and we can’t fault their expertise. They’re incredibly friendly and supportive and they work with us, rather than telling us how to run our store.” The couple also know that customer “It’s service is key when it comes to running a convenience store. early days, “There’s seven members of staff but I expect and we all live in the local area we’ll see a which does help as we tend to know everyone that comes in,” dramatic increase Jeetha said. “We always by the end of encourage our staff to be as friendly as possible. It’s the little the year” things that count for customers: holding the door open, asking shoppers

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STORE PROFILE

“Things are always moving forward, and you have to move with the times”

how they are and if they found everything they were looking for, and helping elderly shoppers with their bags if they look like they’re struggling. “A lot of it is just common decency really! But to customers it really does make an impact if they know they’re going to be greeted with a smile and by someone that will remember their name and their favourite brand of cigarettes or biscuits. I find that some of our customers also like to just have a chat when they come in. For some of them, particularly the more elderly shoppers, we know that we might be the only person they speak to that day, so I always make time to ask how

they are and if there’s anything else they need at all.” “The customers are the best thing about this job,” Basky added. “They’re a large part of the reason I wanted to get into retail in the first place. I enjoy meeting so many different types of people, having a chat and interacting with them. You see a lot of the same faces day in day out, so it really feels like you belong to a community.”

PASSING TRADE The location of the store has been key to its success. “We’re on quite a busy road in the middle of a residential area,” said Jeetha. “We get a lot of passing trade and it helps that we’ve got a small car park right outside, so people will often drive by and come in impulsively when they see our

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store. We’ve actually got a bus stop right outside our store too, so we also get a lot of people stepping off the bus and remembering they needed to buy milk or bread.”

BIG PLANS

“It’s important that we constantly try to better ourselves and improve our store”

Basky and Jeetha know it’s crucial not to get too complacent though, especially as they have nearby competition: “We have another newsagent about half a mile away and a large supermarket about a mile away, so we know that it’s important to constantly try to better ourselves and improve our store,” Jeetha added. “I believe that it’s the small things such as fantastic customer service that will encourage shoppers to choose us over the competition, especially because in the larger supermarkets, customers just can’t get that personal interaction they can get from us. Time is precious in larger stores, and staff can’t spend time chatting with customers in the way we can. I always keep my eyes open to see if there are any other ways we can improve our offering and offer something our customers won’t be able to get elsewhere.” Basky and Jeetha haven’t finished with their store yet, though; they have big plans for the future. “We’re planning 40

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BEFORE

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STORE PROFILE

on installing a hot drinks machine, and opening a deli counter,” Jeetha said. “We want to be able to serve hot food and pasties as there’s nowhere else close by that does that. I’m really looking forward to putting the wheels into motion and really get the ball rolling. I’ve asked a few customers what they would think about having these available in store and I always receive very encouraging “We responses, so I think keep an it will not only impress the eye on our local customers but competition to see also boost our if there are any bottom line – which is always tricks we’re good news!” missing” “We just know that you can’t stand still too long in this industry,” she continued. “Listen to what your customers are looking for, and act on it. If a customer requests a certain product that we don’t have in store, I always make a note of it and try my best to source it and I do always try and keep an eye on local competition, also. Not to pinch ideas, of course, but for inspiration and to see if there are any tricks we’re missing. Things are always moving forward, and you have to move with the times.” 42

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lifestyle express, falkirk

"I’ve had SUCH a great experience. I definitely plan on converting my other stores soon� Ajaz Ali recently converted his flagship store into a Lifestyle Express and he hasn’t looked back since

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Fall in love with Echo Falls Please drink responsibly. drinkaware.co.uk for the facts LOVE ISLANDâ&#x201E;˘ and ÂŠ ITV Studios Limited and Motion Content Group 2018. Licensed by ITV Broadcasting Limited. All rights reserved.

retailer issue xx 2018

store profile “We’re delighted with the changes we’ve made this year”

jaz is looking after a legacy. It’s one that has been in his family for over 40 years, and as is the case with any legacy, you have to treasure it. Ajaz knew that to safeguard his store on Seaforth Road in Falkirk for the future, he needed to choose a symbol group that has his and his store’s best interests at heart. That’s why last January, Ajaz transformed his convenience store into a Lifestyle Express. “I started helping out here when I was eight years old,” Ajaz laughed, proudly looking around his store. “I remember being behind the till and not even being tall enough to see all the way over it. My granddad bought the store 40 years ago, and I’m 40 years old, so the store’s been a part of my family for as long as I have. My granddad passed it down to my dad who ran it for several years, before passing it down to me.”

Five a day This store is actually one of five that Ajaz owns. “This store’s the original and the biggest. Our jewel in the crown, if you

will.” Ajaz explains. “We have since bought four others and now lease out two of them, so I run three stores on a day-to-day basis. Although the other stores aren’t Lifestyle Express branded at the moment, I’ve had such a great experience with the team that I definitely plan on converting the other two sooner rather than later.”

Team work So, what inspired Ajaz to jump ship and

convert to Lifestyle Express in the first place? “Our previous symbol group just wasn’t a perfect fit for us. The store was actually a Lifestyle Express years ago, so I had already had a positive experience with the team, then one day a rep came to visit us and I knew instantly that what he was offering was exactly what we were after. “The store needed modernising. We spoke to Derek from Lifestyle Express who completed the CAD design of the

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stORE PROFILE store and we worked closely together to maximise the opportunity. We also opted for the new “The key is Lifestyle grey to keep an ear to fascia, and the ground and pay I’ve already received so many attention to what compliments your customers from shoppers. “The entire store want” was stripped back and redesigned with a new floor, ceiling, ECUapproved refrigeration, new shelving and woodwork. The shop was designed to improve our impulse offering and chilled alcohol, chilled soft drinks and food. In addition to the traditional convenience store offer, I knew there was potential for more. Following the advice and recommendation of the Lifestyle Express team, I decided to introduce both hot food-to-go and a hot drinks machine, which have already been highly successful because we’re the only store in the immediate area to offer these. “We also redesigned the counter area and introduced a customer queuing system to maximise the impulse pick up and also to open up the store, so it’s much more inviting. It was great to work with the team because they have such huge knowledge and expertise, so they knew exactly how to lay out the store to help it reach its full potential.”

The little things For Ajaz, there is much more to running a chain of convenience stores than just selling, selling, selling. He’s hugely aware of the importance of customer service, and also his store’s place within the community. That’s why, when elderly shoppers struggle to get to the store and pick up their own shopping, they know they can just pick up the phone to Ajaz to place their order, and he’ll deliver it straight to their door. “It’s just the decent thing to do,” Ajaz added. “Whether it’s helping a pensioner with their basket around the store, carrying products to their car or taking their order over the phone 50

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Landmarkâ&#x20AC;&#x2122;s best-selling energy drink brand

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football team. “It’s really important to us to give something back,” Ajaz added. “The members of our community have backed our store for decades, despite larger stores opening up nearby. They’re loyal to us and so we’re loyal to them! It doesn’t take much to organise a raffle, and again it’s just a good thing to do to show the community that we’re invested in them.”

Social butterfly

and delivering it, I think it’s hugely important to help those who may struggle more than others. My customers are always very grateful for the service we provide, and it’s so worth it to see the smiles on their faces.” Ajaz and his wife, Fozzia, are also involved with their local community, as they know the store forms an essential part of the local area. “Everyone in the community knows us,” Fozzia said. “We’re

Ajaz and Fozzia use social media to their advantage as a great way to advertise their latest promotions. “It works really well,” Fozzia said. “Our “It’s really customers frequently tell us they make sure to keep an important to us eye on our Facebook page to give something and head to the store as soon as they see the latest back to the promotion. We try and put as community” a central many promotions on there as spot for possible, as getting more ‘likes’ everyone to on our page helps to increase get together and awareness of our store. It’s also a there’s a real sense of great way to keep in touch with our community spirit here. Ajaz was brought customers and a place for them to make up in the area, and so between us we recommendations or ask for certain know everyone.” products to be made available. On a social Fozzia helps out with the local youth level, it’s also lovely to be able to share club and the store frequently raises money photos of our latest raffle or the football for the local bingo hall and the local team we sponsor. It’s definitely worth

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“I decided to introduce both hot food-to-go and a hot drinks machine, which have already been highly successful”

being on there and really helps to increase our footfall.

Future thinking So, does Ajaz have any more tricks up his sleeve? “I’m always looking for ways to freshen the store up. It’s about staying ahead of the game and never getting complacent. I think in a couple of years the Lifestyle Express team and I will take a look at the store and see if it needs changing around a bit again. I also hope to increase my chilled section once again and follow the latest trends at the time. In this industry, everything’s always on the move. The key is to keep an ear to the ground 54

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and pay attention to what your customers want. Listening to your customers is crucial. I constantly keep a notepad and pen underneath my counter and jot down any questions or requests I receive from shoppers, and if I can source the product they’re looking for then I’ll be sure to get it in stock as soon as I can. I’m very aware that if there’s something I don’t stock, the customer may head to the nearby supermarket to pick it up, and once that happens I may lose their custom for good. “All in all, we’re delighted with the changes we’ve made this year,” Ajaz concluded. “... And we can’t wait for the future!” Fozzia laughed.

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Healthy choices

Healthy, wealthyise

When it comes to meeting customer demand, your bottom line will thank you for thinking about healthy choices alongside your c-store staples

*Poll carried out by Harris Interactive

e all know that convenience stores are a haven for those looking for that indulgent treat, chilled beers or a snack on the go, but overlook healthier options at your peril. Retailers won’t have failed to notice the change in shopping habits lately, with more and more shoppers looking to top up little and often during the week. What these shoppers are looking for is no surprise: milk, bread, cheese and snacks topped the list in a recent poll,* but the demand for healthier alternatives is clearly on the rise. However, this poll also revealed that plenty of shoppers were doubtful that they’d find healthy options in their local convenience store so the pressure’s on to change their mindset. Are you up for the challenge? If you really want to meet customer demand for healthy options, here are some things to think about:

w d n a

Beginner Increase your fresh fruit, veg and salad options, adding healthy breakfasts to go like porridge pots and cereal bars.

Intermediate Think about your lunch-to-go options and add protein-packed salads and pasta pots to your sandwich range, plus plenty of flavoured still and sparkling waters. Don’t forget cold meats, fruit juices and yoghurts.

Expert Could you offer fresh orange juice or even fruit smoothies to go with your healthy breakfast options? For customers looking for their meal for tonight, try grouping together the ingredients for a chilli, spaghetti bolognaise or Sunday roast.

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Coming next issue... Spooky sales Make the most of Halloween

Firing on all cylinders Your must sells for Bonfire Night

Winter warmers From soups to pasta, beans to breads, what are the bestsellers as the temperatures drop?

THE

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Happy birthday! It’s a year since we launched The Lifestyle Learning Academy, have you enrolled yet?

Plus

It’s the sniffling season Our guide to winter remedies

retailers’ stories, must–stock products and the latest industry news

retailer issue 48 2018

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the lowdown

… h t i w s e t u n i m e Fiv Jodie Wood, Business Unit Controller – Cash & Carry Wholesale, Ferrero

If you could give retailers one piece of advice, what would it be?

Understand your shopper and their reasons for visiting your store. Is it for a top-up shop, an on-the-go snack, or to pick up a last-minute gift? Having the right range, clearly signposted with great in-store point of sale will drive both footfall and basket spend. The Ferrero trade website has lots of advice on understanding shopper missions and increasing your sales. Check out www.yourperfectstore.co.uk and make sure you visit our Your Perfect Display section, where you can order free-of-charge display tools to add excitement to your store and drive up those all-important confectionery sales.

What attracted you to a job in the food and drink industry? My first experience of the industry was temping at a food and drink company in the university holidays and I liked the industry so much that I never left. I’m inspired by innovative products and entrepreneurial people; this industry gives me the chance to work with both.

What’s the best thing about your role? Working for Ferrero makes it hard to single out just one thing. We have iconic brands loved by consumers that are driving growth in the market and, like so many of the retailers I work with, we are still a family-owned business.

later in the year. Ferrero have even more exciting innovation coming in September, this time from our Thorntons brand. I can’t reveal the details yet, but look out for the launch promotion in October!

What’s been your career highlight so far?

What’s your favourite product from Ferrero and why?

It’s a privilege to play a part in awardwinning new product launches, such as Nutella B-Ready. Being able to delight consumers while driving incremental sales for retailers is a real highlight.

My favourite product has to be our delicious Raffaello: smooth coconut with a whole Californian almond in the centre. It’s a fantastic product to share with friends.

What’s the most exciting new product from Ferrero at the moment and why should retailers get behind it?

What’s the best advice you’ve ever been given?

Nutella B-Ready is our most recent and exciting new product, giving consumers a new way to enjoy the number-one spread brand, perfect for a mid-morning snack. We supported the launch with £2.8m of media spend, including television and digital, with further activity coming up 62

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To be relentlessly dissatisfied. Challenge your success as much as your failures and always aspire to achieve more.

If you had to choose three things to take on a desert island, what would they be? I would take Bear Grylls so that he could take care of the survival side of things while I relaxed with a fully stocked Kindle and plenty of Raffaello.

If you could achieve one more thing in your career, what would it be? I would love to extend the success that Ferrero has had working with a number of Lifestyle Express retailers on driving their category sales through individual range reviews and bespoke display plans. If you’d like to work with us then please get in touch!

If you’d like to work with Ferrero, find out more by visiting www.yourperfectstore.co.uk

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