Lifestyle Retailer 49 Sep/Oct 2018 by The Bright Media Agency

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Retailer Issue 49 sep/oct 2018

Don’t miss

gin’s a winner Are you making the most of the star spirit?

Are you ready? Why it’s never too early to talk about Christmas

grab the opportunity

With Bonfire Night, Halloween and the lead up to Christmas, autumn is a great season for retailers

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

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Welcome… …to your September/October issue of 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 Caters Photographic George Archer 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

Lifestyle Retailer. This time of year offers huge potential for retailers. With key events such as Halloween, Diwali, Bonfire Night and, of course, the lead up to Christmas, autumn is a great time to drive sales. It’s the beginning of party season too, so now is a great time to ensure your shelves are constantly stocked up and reflect exactly what your customers are looking for. Page 53 gives the lowdown on the drink of the moment, G&T, and how to cash in on this soaring trend. It’s getting chillier outside, and your customers will be looking for ways to stay warm. Page 39 offers top tips how to use this to your advantage. In this issue, we focus on key events and how to make them really work for your store. Turn to page 16 for advice on how to make the most out of Halloween, page 19 for hints and tips on what to stock this Bonfire Night, and page 55 for how to get really prepared in time for Christmas. As we head into flu season, make sure your medicine counter is fully stocked up for customers struggling with the sniffles this autumn (see page 31 for the essentials). This magazine is all about you, our retailers; we love sharing your success

To DISCUSS EDITORIAL

stories and I hope you

Please contact Stephenie Shaw: 0116 296 0133 or stephenie@thebright mediaagency.com

enjoy this issue. Have a

Disclaimer: All prices listed are correct at the time of going to press, but may be subject to change.

great autumn!

Stuart’s top tips for autumn Big night in Autumn is the time when families start to nest in for the winter. Alfresco occasions such as barbecues and picnics are replaced with the big night in. It’s worth stocking up on popcorn, sharing bags of sweets and large bottles of soft drinks such as Coca-Cola for those wanting to stay home this autumn.

Take the plunge Take a look at your local competition to see where you can make a difference this autumn. Shoppers love to grab a coffee on their way out, so if no one else has a hot drinks machine, it may be worth talking to your customers to see if this is something they’d be interested in.

offer it all There are many crossmerchandising opportunities at this time of year. Whether it’s selling children’s Halloween costumes, or sparklers for Bonfire Night, make sure you maximise every opportunity and be a truly one-stop shop for your customers.

get in touch… Stuart Johnson Retail Controller, Landmark Wholesale

email us at lifestyleretailer@ thebrightmediaagency. com

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retailer

IN 2017, MARS CHOC BROWNIE DELIVERED AN ABOVE AVERAGE NUMBER OF NEW BUYERS INTO THE BARS CATEGORY* Click here for more info… ®Mars is a trademark of Mars or Affiliates. ©2018 Mars or Affiliates. SOURCE : NIELSEN HOMESCAN| Data TO 15 WE 09.09.2017

47 39

53 43 THE

CADEMY LEARNING A

Contents 07 Need to know

35 big night in

The latest must-know news and products in the industry

From crisps to confectionery, soft drinks to ciders, get ready for the great sales opportunities Big Night In brings

16 Halloween

Are you stocked with the spooky essentials? Here are our tricks to making sure Halloween’s a treat

39 winter warmers

As temperatures drop, your customers are looking for comfort, so stock up with all the hearty winter essentials

19 trend: BONFIRE NIGHT Think Bonfire Night, think hot dogs, sweet treats and hot chocolate

20 store profile

Lifestyle Express retailer Ram seized the chance to breathe new life into another store

31 trend: winter remedies Beat the bugs this season by stocking up on essential winter medicines

43 lifestyle learning academy

53 trend: gin and tonic Sales show that gin is a winner

55 christmas

It’s the most wonderful time of year for your sales. Are you ready?

60 next issue

All you need to know about your essential mag for November and December

62 five minutes with...

Stay up to date with the latest training for you and your staff with our free online learning tool

We talk desert islands, store redevelopments and all things retail with Lifestyle Express’s Craig Bourne

47 store profile A run-down, family-owned store at the heart of a community in Tipton reaps the benefits of a huge transformation

16 issue 49 2018

retailer

Click here for more infoâ&#x20AC;Ś

Beers and barbecues provide summer sales

UK retail sales saw an uplift during the summer months thanks to the heatwave and, of course, the World Cup driving up those crucial spontaneous summer sales. June and July’s endless sunshine saw barbecues and picnics the order of the day, resulting in a rise in grocery sales, while football fans helped to drive up alcohol sales as England progressed through the World Cup. Joanne Denney-Finch, chief executive of IGD, agreed: “June was another positive month for food and grocery, thanks

largely to exceptional sales of drinks in the final week due to hot weather and World Cup festivities.” Interestingly, sales figures revealed a noticeable increase in ethical sales during 2018. “Animal welfare, the environment and support or local producers are all increasingly important to shoppers,” said Denney-Finch. “For instance, 44% of British shoppers now say the environment is very important when choosing grocery products, the highest we have ever seen.”

o t d e e n ow kn

test a l e h t with e t a d o ustry pt d u n i y e a t h t S n in o s g n i go

technology downtime disasters A recent survey of 1,000 UK shoppers found that one in three had been unable to complete their purchases due to technology downtime, and two-thirds had experienced technology failing on at least one occasion, including mobile and contactless payment machines and automated tills. We all know it’s important to keep your in-store technology as up to date as possible, but it’s worth making sure that installing and of shoppers maintaining your technology doesn’t say they fully support interfere with sales so that you don’t lose in-store technology and frustrate innovations that make sales customers in the shopping convenient process.

72%

Lookr… o f t u o Our round-up of the latest products to fill up your shelves

An apple a day Lucozade has launched a new limited edition ‘Croft Apple’ flavour. This product is the next stage of Lucozade Energy’s partnership with the film Tomb Raider. Available in £1 pricemarked packs, the new flavour is exclusively available to independent retailers.

Butter wouldn’t melt Perfect for customers stocking up for a ‘big night in’, Butterkist is launching Butterkist Toffee Grab Bag, a new 60g bag of the most popular flavour. The new format is the perfect addition to a lunchbox, for enjoying on-the-go as a snack, or as a meal deal selection for shoppers looking for a sweet finisher.

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The UK spent a scary

£320 million

on Halloween products in 2017*

minimum unit pricing leads to retailer sucCess Scottish convenience stores have reaped the rewards of the new law on alcohol pricing, where alcohol products must be sold at a minimum 50p per alcohol unit. Not only does this increase the cost of some products, but it also enables independent retailers to compete with the multiples on price as the price gap has narrowed. In reality, this means that a bottle of cider, such as a Strongbow 2ltr, has increased from £3 to £6. Some retailers chose to phase out highABV, low-price lines, discovering that customers are trading up to more premium lines where MUP has less impact. For retailers, this is good news as more premium products often offer higher margins. Wales looks set to follow suit next year with a 50p per unit minimum price likely.

Lookr… o out f Sweet Squidglets Treat your customers this Halloween with new Haribo Squidglets. A mix of squidgy foam gums in a variety of six tasty flavours, in share-size packs, these are an ideal, fun new treat to indulge in this autumn.

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own brand is flavour of the month

Own-label products are proving to be the dish of the day, according to analysts IRI, as 2018 sales show that own-brand goods are outperforming national brands. Once considered a poor imitation of brands, own brand is now leading the way when it comes to customer choice, with shoppers wanting quality and value. In particular, homecare and personal care products, such as toiletries and kitchen roll, crisps and biscuits, are popular with shoppers. Own-label wines and sparkling wines are also big winners for retailers with customers choosing them over branded products.

Stock up on Lifestyle homecare products such as tin foil, cleaning products and kitchen roll, and direct customers to Lifestyle cookies and biscuits. Also point out the Vintners Collection wine range and award-winning Santa Loretta Prosecco and Santa Loretta Frizzante.

Ghoulishly tasty A terror-ific twist on the Classic Creme Egg, Cadbury’s Ghooost Egg is filled with a fiendishly gooey centre. A great Halloween treat, there’s absolutely nothing scary about this taste.

*Mintel

to d e e n ow kn

Click here for more infoâ&#x20AC;Ś

*Mintel

o t d e ne ow kn Sweets and food (75%) are the most popular Halloween purchases, followed by decorations (41%) and fancy-dress outfits (36%)*

bellarini For customers looking for a refreshing treat this summer, Lifestyle Express is encouraging retailers to stock up on Bellarini, a lightly sparkling perry. Already incredibly popular with shoppers thanks to its light, invigorating taste, Bellarini is made from pears and is perfect for wine lovers looking for a slightly different taste this autumn. It’s great value and great taste, with an eye-catching, tasteful bottle design retail customers love. Bellarini has an RRP of £2.59 per 1.5 litre bottle and £1.45 per 70cl bottle.

Lookr… o out f Trick or treat Get into the Halloween spirit with Nestlé Milkybar Ghosts. Available in four individual designs and with great creamy tasting, smooth white chocolate, your customers can enjoy the milky deliciousness of the hollow figures with no artificial flavours, colours or preservatives.

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coca-cola goes green Coca-Cola is encouraging customers to recycle on the go with ads airing later this year. Bottle lids will carry a recycling message and sleeves will state ‘I am 100% recyclable’. This is part of Coca-Cola European Partners’ pledge to ‘innovate and ensure all packaging is as sustainable as possible’. All large PET bottles of Coca-Cola, Fanta and Sprite will be reduced to 40% PET this year, in line with its promise to reduce PET by 50% across its range.

What is PET? PET is polyethylene terephthalate, which is used to create plastic bottles.

Spooky poppet Ideal for kids looking forward to trick or treating this Halloween or grown-ups looking forward to a big night in, Poppets is launching a snack pack multi-pack format just in time for the spooky season. The packs launch this September and contain 10 individual 21g bags of chewy toffee covered in milk chocolate and milk creams covered in dark chocolate.

Click here for more infoâ&#x20AC;Ś

Click here for more info…

Text SNACKS to 88222

followed by a space, your name and a photo of your invoice. T&C’s apply. *UK only, 18+. Bestway, Landmark, Today’s and Parfetts members only. Employer’s permission to enter required. Open 01.07.2018 to 30.11.2018. To enter, purchase any 4 x cases of Pringles Snack Cans or Kellogg’s Better For You Snacks, take a photo of your invoice/receipt and text it with the word SNACKS followed by your name to 88222. 1 entry per invoice/receipt. Max. 3 entries per person. Entry by text only. Text charged at standard network MMS rate. 1 x £10,000 cheque, 1,000 x two cases of stock (one case of Pringles Original 70g and one case of Special K Protein), and 22 x ten cases of stock (one case of each of the following: Squares Mallow, Squares Choc, Squares Choc Mallow, Special K Protein, Special K Red Berries, Nuts & More, Pringles Original 40g, Pringles Sour Cream & Onion 40g, Pringles Original 70g and Pringles Sour Cream & Onion 70g) available to be won. For full T&Cs, visit https://www.kelloggsvantage.com/en-gb. © Kellogg Company 2018

need to know

If you only do one thing…

James Lowman at Association of Convenience Stores talks about in-store cash machines On 1 July, LINK set in motion the first of four years of cuts to the interchange fee for cash machines. The reduction of 5% per year will see interchange fees fall from 25p to 20p in 2021. LINK, which operates on behalf of the big banks, is taking this action to try and reduce the total number of cash machines in operation, but has claimed that this won’t affect those in rural or isolated areas. So what is the real impact of LINK’s move? Retailers are telling us that when LINK’s plans were announced, they started to

think more carefully about whether or not they would be able to continue offering a cash machine in their store, and Which? have claimed that 1,500 machines have closed in the last six months alone. If LINK’s cut to interchange fees has led to you having to remove a cash machine from your store, then we want to hear from you. Email steve.dowling@ acs.org.uk, as your experience will help us in making the case to the Payment Systems Regulator that they need to intervene.

*Mintel

£38bn

At , the UK convenience store sector makes up one-fifth of the country’s total grocery market*

Lookr… o out f Lemon and Lime A new limited-edition lemon and lime flavour of Jaffa Cakes has launched capturing the popularity of weird and wacky new flavours. These new Jaffa Cakes are predicted to be a big hit with kids and their parents. The new products are available for 12 months in price-marked single packs retailing at £1.

pot noodle relaunches pot rice Pot Noodle has relaunched its Pot Rice range of instant rice snacks in response to “consumer demand”, supported by a £1m marketing campaign. Hitting store shelves for the first time in 15 years, the relaunched range included three flavour variants – Vegetable Curry, Chicken

Teriyaki and Chicken Risotto. The new flavours have been inspired by popular recipes and come in a pack based on the Pot Noodle brand. Pot Rice Vegetable Curry, Chicken Teriyaki and Chicken Risotto have a recommended retail price of £1.39 each, with a suggested promotional price of £1.

plastic bag sales down since charge We’ve got great news! Plastic bag sales in England’s biggest seven supermarkets have dropped by nearly 90% (a decrease of almost 300 million) since the government introduced its 5p charge three years ago, according to new government figures. The figures come following the government’s crackdown on plastic, including proposals revealed in January to extend the 5p charge to cover almost all retailers. Ministers are also planning a deposit return scheme for plastic bottles and new taxes on single-use plastics.

Everything’s coming up Rosé Chilean wine brand Casillero del Diablo has launched an updated version of its Reserva Rosé. The new rosé features a lighter-coloured wine and softer flavour, as well as a painted bottle design featuring the brand’s devil logo which looks set to catch customers’ eyes, priced at £8.

Drum it home With the spooky season fast approaching, it pays to have a top-notch confectionery range. Drumstick Squashies are now available in 50p pricemarked packs and will make the perfect addition to any trick or treat bag this Halloween.

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to d e e n ow kn gluten-free beer sales pasS £10m Sales of gluten-free beer have more than doubled this year, sailing past the £10m mark on the back of Britain’s free-from explosion. Brits splashed out an extra £5.9m on gluten-free beer over the past 12 months, bringing the total value of

the market to £10.7m. That’s an increase of a whopping 122.4%. As a result of the huge success of the market, Stella Artois has recently revealed the launch of a gluten-free version of its lager, available this autumn.

firework sales: paypoint collect+ the facts partners Don’t be tempted to stock fireworks if you don’t have a licence. All retailers must obtain a with ebay licence from the Explosives Licensing Authority, usually your local council or fire service. If you have a licence, you must keep a record of your fireworks supply chain for 10 years. Without an all-year-round licence, most retailers can only begin selling fireworks at a minute past midnight on 15 October and must take them off sale before midnight on 10 November. It is illegal to sell category F2 or F3 fireworks to under 18s, and category F1 fireworks to under 16s.

PayPoint has partnered with eBay in a move that means eBay customers will be able to have their deliveries made via Collect+ retailers, through their own choice of carrier service. An initial 2,500 Collect+ network stores are expected to start offering services to eBay customers this month (September) so make sure you’re ready for increased footfall. Get ready for busy online trading periods including Black Friday, Cyber Monday and Christmas.

Lookr… o out f

retailer issue 49 2018

More customers than ever are flocking to convenience stores for snacks and lunch on-the-go. Whether it’s a hot drink and a pastry in the morning or a meal deal at lunch, shoppers are starting to grab a bite to eat on-the-go to fit in with their busy lifestyles. In fact, according to a recent report, convenience stores and supermarkets now have a 14% share of all eating out occasions and a 24% share of out-of-home snacking occasions. With this in mind, it’s important to make sure you have a strong on-the-go offering that reflects your location. It may also be worth looking at other services you can provide, such as breakfast or lunchtime delivery service if your store is based near offices. Make sure your range is well-stocked with variety and located in clear view of the front of the store to maximise the opportunities available.

New look for Grant

Grab and Go Fruit-tella has added a ‘grab and go’ sachet format to its less-sugar and sugar-free portfolio, which is likely to be very popular with health-conscious shoppers. The format is available in Strawberry and Summer Fruits flavours, retailing at 60p. At just 99 calories per

dine and dash

pack, the new packs fit within the NHS Change4Life snack recommendation.

Grant’s, the world’s number three Scotch whisky brand, has launched a global brand refresh which includes striking new packaging with a renaming of its signature blend. It also includes a refined core range and a new direction for its communications campaign.

Dates for your diar y sept

sept

18–19

sept

oct

National Coffee Ice Cream Day It’s often still warm in September, so pack your freezers with ice cream.

REFRESH REFRESH YOUR YOUR PROFITS PROFITS WITH WITH THE THE FASTEST FASTEST GROWING GROWING SPORTS SPORTS DRINK DRINK**

Yom Kippur Traditional Yom Kippur fare includes stuffed dumplings, bagels, chicken and fish. National Pepperoni Pizza Day Tell your customers about this celebratory day and point them in the direction of your fully-stocked freezer. National Dessert Day Go to town with some in-store signage to inspire customers and highlight your tinned, chilled and frozen desserts. National Cheesecake Day Get stocked up on both frozen and chilled cheesecakes to celebrate National Cheesecake Day. Clocks go back Get ready for the Big Night In season now that the clocks have gone back. Stock up on sharing treats and snacks. Halloween Go on, dress up your store for the spooky season. We dare you!

Click here for more info…

More Maltesers? Two new Maltesers products are already proving to be a hit. Maltesers Buttons is a chocolate button with the brand’s signature crunchy texture and will be available with a full suite of point of sale materials, including outside-of-store advertising and prefilled units to deliver maximum impact in store. Maltesers Truffles offer a more grown-up indulgent treat.

*IRI Marketplace Data Symbols and Independents 52 wees unit sales to 22nd Apr 2018

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retailer

Halloween

Trick o

Inspired by the big bucks made over in the States, UK Halloween sales are rising steadily year on year, and 2018 is expected to be no different. Make this year a real treat for your bottom line

alloween is a huge opportunity Intermediate for retailers to boost their profit Costumes are a huge seller for margins, especially if your store Halloween. Ghosts, ghouls, grim is sat in the heart of a reapers, superheroes or cute residential area. pumpkins; you name it, they’re Last year, UK shoppers spent more bound to fly off your shelves. than £310 million on Halloween goodies, Remember it’s not just kids that will a figure that has risen year on year. mark Halloween. Grown-ups like to To put it into perspective, in get involved too, so it’s worth 2001 the Halloween stocking up on your Big industry was valued at Night In favourites just £12 million. for those celebrating Get prepared by with a scary If your store is on social thinking of ways movie night. media, make sure you let you can make your customers know of your store a real Expert your Halloween-themed destination for Impress your promotions well in shoppers. Here’s our customers and go advance step-by-step guide to all out by dressing making sure you’re your store for the ready for the spookiest occasion. By using visual night of the year. merchandising you’ll encourage your customers to browse and spend. Beginner Carve some pumpkins to place Make sure your store is a real outside your store to let passing traffic destination for Halloween shoppers know you’re celebrating the spooky by stocking up on the essentials. We’re season, and dress the inside of your thinking fresh pumpkins, children’s store with cobwebs and fake spiders. sweets, decorations such as cobwebs We all know in-store theatre drives and fancy-dress accessories such as up sales, so why not push the boat fake teeth. Keep your prices sharp out? You could even encourage and provide offers on grab and sharing your staff to dress up in Halloween bags of sweets for all the trick or costumes themselves to really get treaters, with price-marked packs into the spirit (pun intended). Put showing your customers that your on some themed music and you’ll store offers the best value in town. be on for a Thriller.

Shout!

retailer issue 49 2018

dress up Really get into the spirit by encouraging your staff to dress up in Halloween costumes

or Treat In 2017 UK consumers spent

ÂŁ320 million on Halloween goodies

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retailer

Click here for more infoâ&#x20AC;Ś

trends

donâ&#x20AC;&#x2122;t forget If you have room in your store, why not stock gloves and hand warmers to help your customers stay cosy this Bonfire Night?

Remember, remember Bonfire night is almost upon us, and your store is bound to be a lifeline in your local community. Get stocked up!

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retailer

Store profile, Nottingham

â&#x20AC;&#x153;After chatting with the team, it was clear that Lifestyle Express was the way to goâ&#x20AC;?

Opp knoc 20

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portunity cks When the opportunity to breathe life back into an old-fashioned store first presented itself, Ram grabbed it with both hands

am Balasubraman is the proud owner of two Lifestyle Express stores. We recently visited the second of his stores, which opened for business earlier this year on Victoria Road, Nottingham. “I’ve worked in retail for more than 20 years,” said Ram, nursing a warm cup of coffee in his hands. “So, you could say I’m a dab hand at this by now. I previously worked at a service station, but there just wasn’t the freedom and financially I knew I could be doing better on my own. So in 2013, I decided to open my first convenience store.”

issue 49 2018

retailer

Click here for more infoâ&#x20AC;Ś

store profile

“Joining Ram was keen to was clear that enrol the help of the Lifestyle Express Lifestyle experts and so was the way to go. Express has contacted the “I spoke with been the best Lifestyle Express Craig Bourne from team: “After the Lifestyle move I’ve ever speaking with Steve Express team. I had made” at my local Landmark a really firm idea of depot, Hyperama, I spent what I wanted, and I was a long time deciding on worried that my ideas which group would offer me the wouldn’t be taken on board. most in terms of support, offers and great Thankfully, I was wrong. I gave Craig my products. After chatting with the team, it ideas, and he drew up the plan. It was

teamwork and it really couldn’t have been an easier process. “Joining Lifestyle Express has been the best move I’ve ever made,” he continued. “From the moment I met with the team, I knew it was the perfect fit and they’ve exceeded all my expectations.” But Ram wasn’t content with owning just one successful Lifestyle Express store. Last year, he discovered another store in desperate need of some TLC. “It was a very old-fashioned store, almost as though it was straight out of the 1950s. All

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retailer

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store profile

the products were behind the counter and there was very little on offer at all. I was so pleased when I had the opportunity to buy it and I knew exactly the team to approach to help me get it up to the standard I wanted.” As part of the process, the store layout was completely changed, and the Lifestyle Express premium grey fascia was put up which instantly provided the store with real kerb appeal – a huge advantage when

competing against other stores for customers. To spread the word about the store opening and what it had on offer, Ram created thousands of leaflets, targeting local households. “It’s a great and easy way of letting the local residents

know about our promotions. I’m not on social media yet, but I know that that’s a great way to encourage new customers so I’ll definitely look to getting on there when my feet touch the ground!” Another option to create a point of difference will be to get more involved with the local community, which Ram already has big plans for. “I want to give something back to “I want to the community for supporting our give back to the store opening community for when we’ve settled in a bit. I’m supporting our planning on store opening” sponsoring the local children’s community centre and other local charities.”

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store profile

“Lifestyle promotions are so popular with customers, I’ve noticed a huge lift in my sales”

“We’ve received so many compliments from customers who love the transformation, and are happy to now be able to pick up daily bits and bobs that they’d have had to head to the local supermarket for beforehand,” said Ram. And the promotions are going down

well too. “Oh yes, one of the best things about Lifestyle Express are the promotions. They’re so popular with customers, I’ve noticed a huge lift in my sales since I’ve started displaying promotions around the store.” Ram also intends to develop his

seasonal offering. During the summer months, he had a Slush machine to help his customers cool down during the heatwave, which he has since replaced with a hot drinks machine to warm them back up during winter. “All retailers know the importance of staying with the seasons and offering exactly what customers will be looking for at that time of the year,” he explained. And he has plenty of plans for the future. “At the moment, I’m still

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store profile

“Listen to your customers, they’ll help you know exactly what to stock”

settling into my new store. I want to make sure I’ve got this store running smoothly before I look ahead to the next challenge. In a few years, though, I would definitely like to find another store in need of some love and do it up. There’s something really nice about taking a store that is a little bit run down and tired, or maybe not as modern as convenience stores should be these days, and breathe life back into it.” When we asked what nuggets of advice or pearls of wisdom Ram had to give to 28

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other retailers, he admits he’s still a student himself, despite having been a retailer for more than twenty years. “I’m still learning,” Ram laughed. “I believe in this industry if you can ever look around your store and think ‘Yes, I know everything now’, then you’ve made a mistake and you’ve become too complacent. Retail is constantly changing and nothing stays still for long. Once you think you’ve nailed the products your

customer base wants, a whole new trend or technology platform will come along and pull the rug from under your feet but that’s what I like about it,” he chuckled again. “Listen to your customers, because they’ll help you know exactly what they want you to be stocking and if there’s anything you’re missing out on. I also like to keep a close eye on my competition, to make sure there’s not any untapped opportunities that I’m missing. Lastly, I always make sure to constantly keep my eye on the trends and make sure I’m still on top and not playing catch up. I’m definitely never bored, that’s for certain!”

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A proper breakfast. Bottled.

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Trends

Winter remedies Winter is coming which means one thing â&#x20AC;&#x201C; the dreaded cold. Get ready to look after the customers feeling rotten this season

boost your sales Boost basket spend by asking a sniffling customer buying tissues if theyâ&#x20AC;&#x2122;d also like paracetamol or lip balm

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big night in

Let’s stay

home

The start of autumn means one thing for convenience store retailers: Big Night In and a huge number of sales opportunities Stuart Johnson, Landmark Wholesale “Big Night In is a huge opportunity for retailers, especially when it comes to impulse purchases. Many customers may do their weekly shop at the nearby supermarket, but spontaneously head to their local convenience store to pick up a bottle of wine and some snacks on their way home for impulse nights in front of the TV as the weather gets cooler. It’s a great chance to use signage to cross-sell and remind your shoppers picking up their morning paper or some milk to stock up for that evening.”

hat’s it folks, summer is officially over. As darker evenings and cooler temperatures set in, summer occasions such as barbecues and picnics are all but forgotten as Brits batten down the hatches. Staying in is clearly the new going out as consumers choose to entertain in the comfort of their own home or treat themselves and their families to snacks and indulgent treats in front of the TV. The return of much-loved autumnal programming such as The X Factor and Strictly Come Dancing mark the beginning of this season and savvy customers aware of the expensive couple of months that lie ahead as the festive period creeps closer,

will try to save pennies by staying indoors in the months beforehand. Big Night In is a huge opportunity for retailers with some research suggesting it’s one of the most popular shopping missions in the retail calendar. So, adjust your stock and store offering, update your in-store signage, and store away the slush machines for the winter. It’s crucial that you stock up on up on Big Night In favourites such as wine, beers and ciders, soft drinks, confectionery, hot and cold snacks and sharing bags of chocolate and crisps. To help you prepare for a fruitful Big Night In season, turn the page to see our top tips.

big night in Shout about it Although the multiples are a still a popular choice for shoppers when stocking up for a Big Night In, figures also show that huge numbers will flock to their local convenience stores to stock up, especially for those all-important impulse purchases. You can compete or even overtake the multiples by offering shoppers a focused range supporting themed promotions. Lifestyle Express frequently runs promotions exclusively for our retailers, which are a great

Kesh, Lifestyle Express, Rutherglen

“I always notice a huge surge in sales of certain products during autumn. I notice it as soon as the nights draw in and The X-Factor starts, and people start to settle down in the evenings rather than head out. We want to capitalise on the darker nights, so I make sure we have plenty of options for people staying in. Soups and pot noodles are always popular, but the real difference I notice is with sharing bags of chocolates, especially the £1 price-marked packs. These fly off the shelves on Saturday nights – so I make sure I’m always stocked up. It’s a great time of the year for my store!”

opportunity for you to access some of the biggest brands at the best prices. Use clear Big Night In themed displays, off-shelf display plus external POS and shelf edge tickets for maximum sales impact to build excitement and drive home what’s on offer to your customers. Communicating with your customers is key to letting them know what’s on offer, so make the most of in-store communications such as leaflets and social media to flag up offers.

2 3

Get stocked Make sure you keep key categories well stocked. Use any sales data you have from last year to identify the best sellers and make sure you always have them available. If a customer asks for a product that you don’t currently stock, consider giving it a trial. It could end up being a bestseller for you. Remember to stock up for the health-conscious customers too. As the festive period often goes hand in hand with excessive food and drink, many will be watching their purse strings and waistlines beforehand. So, stock up on a good range of soft drinks and healthier snacks to cater for all.

Think outside the box Although summer has come to an end, the nation’s love of ice cream is far from over. Sales of ice cream bought for treating occasions have soared in recent years and it continues to be a popular indulgent treat even during the colder months. And ice cream’s not the only treat in demand. Crisps are always popular and right now, there’s a trend for unusual flavours as tastes become more adventurous and shoppers venture away from the safety of cheese and onion and salt and vinegar. Show you’re keeping up with the times and cater for all tastes by stocking up on the latest products. Check out our product pages for what’s new.

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SEASONAL WARMERS

Harvest

MORE sales The cold weather is looming, which means a key sales period for retailers is on the horizon. Make sure you’re ready to pack a punch this autumn

he nights are drawing in, the smell of bonfires is in the air and Christmas adverts are already starting to appear on TV to cries of joy from half of the population and “but it’s only September!” from the rest. Autumn is here, and by now your customers will have firmly packed their barbecues away for the winter and will already be on the hunt for warming foods to keep them going through the colder months. So now is the time to adapt your offering to welcome the changing seasons. Think soups, hot drinks and comforting ready meals.

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sEASONAL WARMERS

Here are our top tips to help you drive sales this autumn

stock up on these comforting winter warmers to keep customers happy

If you’re tight on space in store, have a look and see if there’s anything you can pack away until the warmer seasons. For example, Slush Puppie machines are a big hit during summer, but your sales are likely to decline during autumn and winter. Pack it away to make space and regain some novelty value with your customers when you bring it back out next year.

Don’t forget winter favourites like soup and hot drinks as these will be great for driving up your sales. When it comes to soup, try to offer a variety for shoppers who aren’t fond of the classics such as tomato. If you sell fresh bread, add an additional siting near the soups to really help increase basket spend. Don’t forget the proper butter!

Have you thought about creating a gondola-end display near the front of your store, dedicated to winter warmers? Think porridge, custard, hot puddings and old-fashioned comfort food such as Smash. This is a great time to cross-merchandise too – why not offer a meal for tonight multi-buy deal with warming ready meals and a bottle of red wine with a classic dessert, such as an apple pie, to kick start your autumn sales?

If you don’t currently offer hot food or hot drinks to take away, now is the time to revisit the possibility and consider whether it is a service you could offer in your store. Take a look around your nearby competition first and see if there’s an appetite for it in the local area – if so, start brewing!

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Quick swap Watch how products sell during the cooler months and if their sales slow down, use the space for a winter bestseller

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HYDRATE YOUR PROFITS

On-the-go refreshment and exceptional value

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TRAINING

Learn

to ear n

It’s one year on since the launch of The Lifestyle Learning Academy, and we’re celebrating with the launch of three new modules

did you know? Free of charge, The Lifestyle Learning Academy can be accessed any time, anywhere and on any device, so is ideal for when you have a quiet moment in the store, or staff are on a break, minimising time taken off the shop floor THE

CADEMY LEARNING A

ith one in five symbol group retailers admitting that they don’t carry out induction training for their new staff and one in three saying that training poses a challenge for their business, Lifestyle Express recognised the need to support its retailers with training resources and so partnered with Bolt

Learning last year to make it happen. Since then, more than 800 individual training modules have been issued and already 200 trainees are currently engaged with modules. To celebrate the huge success of the first year of The Lifestyle Learning Academy, Lifestyle Express have now launched three additional modules to further support retailers.

Exclusively for Lifestyle Express retailers, the original training modules cover age-related sales, basic health and safety, wine selling, customer service and the importance of Core Range. Retailers can allocate and track staff training and progress using an ‘online filing cabinet’ to record which training sections have been completed and prove compliance.

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TRAINING sign up now

The latest modules already live ON THE Academy include: Active Selling This module covers the importance of upselling, which products to upsell and how to do it. Research shows us that 74% of shoppers either like or don’t mind being upsold products when in store, and this module will help to raise your staff’s confidence in doing so.

Food Safety Level 1 This module covers the basics of hygiene when working with food. It helps retailers and staff identify risks and put procedures in place to minimise those risks. This module helps retailers and their staff to understand their responsibilities. All retailers should complete this module.

Food Safety Level 2 This module builds on the basics of Level 1 but will further enable users to hygienically store, prepare, cook and work with food. This module is particularly suitable for retailers and staff in stores that either have food-to-go counters or are considering adding them in the future.

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tuart Johnson, Retail Controller, Landmark Wholesale, says, “The first year of The Lifestyle Learning Academy has been a huge success. We always promised that further modules would be added further on down the line, and we’re delighted to fulfil that promise with the launch of these new components. “People are the greatest assets that our stores have. The Lifestyle Learning Academy allows all of our retailers and their staff to access a range of essential training modules which will enable them to help maintain compliance and grow sales. We know that retailers

andy MacEwen from Bolt Learning is a big fan of The Lifestyle Learning Academy, knowing what value it will bring to retailers: “It’s been a pleasure to work alongside Lifestyle Express on this training platform, and I’m very confident that retailers will be very pleased with the latest modules to be added. “I’d like to give full credit to Lifestyle Express, who have been the first symbol group to embark on digital training, proving that they

struggle to find time to train their staff and online training tackles all those issues. The bite-sized modules are fun to complete and will enable retailers to give their customers even better service. “We’ve had great feedback from our retailers who have embraced the training platforms over the past year and have already seen a huge increase in their staff ’s confidence as a result. The latest modules are already live on the Academy. If not already signed up, retailers should take advantage of this fantastic FREE resource at the earliest opportunity; it really can keep you safe AND build your sales and profits!”

really are ahead of the times when it comes to supporting their retailers. This market has become tougher and tougher over the last twelve months, and all retailers will surely know the importance of providing top-notch customer service when it comes to standing out against their competitors. “It’s fantastic to see that Lifestyle Express recognises the importance of training their retailers when it comes to staying ahead of the game.”

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store profile, tipton

A Phoenix from the ASHES

Mr Singhâ&#x20AC;&#x2122;s independent convenience store was tired and struggling so he looked to Lifestyle Express for an impressive transformation issue 49 2018

retailer

store profile

avdeep and Kamaljeet Kaur are settling into their freshly designed Lifestyle Express store on Ocker Hill Road in Tipton, after their uncle, Gurmet Singh, turned to the team for help last year. “The The family-owned store sits in store was in a bad so he spoke to the way. Originally an Lifestyle Express the heart of the independent team to start the community but convenience store, ball rolling. was untouched it was tired, run down and in need of Time for for more than transformation more than just a little 40 years” tender loving care. It “I bumped into Mr sits in the heart of the Singh one day at his community but had local Hyperama depot, and remained totally untouched he asked me then and there if I for more than 40 years. could help him redesign his store after he It lacked stock and inspiration, and recognised that it could be working a lot as a result the family were losing a lot harder to earn its keep,” said Craig Bourne, Retail Operations Manager, of custom to another convenience store Lifestyle Express. and large supermarket, both based on “The store needed a lot of work. It the same road. Sensing that it was time for desperate measures, Gurmet decided looked more like a house than a store it was time to ring in the changes and let from the outside, and I suspect that many the store live up to its full potential, and people in the local area would just 48

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store profile

pass it by without even really realising opportunity or an entire ‘rip out and that it was a convenience store.” start again’ job such as this.” It was clear to Craig that this was a real And what a transformation it has labour of love for Mr Singh and his family. been. Previously, the store had out-of-date “Mr Singh had a vision of what he wanted technology and no suspended ceiling, so to achieve and I was absolutely delighted the team rectified these and installed a to work with him to make his vision new floor, new ceiling, new shelving and become a reality. While we have the the latest EPOS technology to enable the experience of transforming stores, store to be run far more efficiently. the retailers are there every single day Many new lines were added as part of and they know exactly what will work the transformation, and the store now for their individual customers. has a full grocery offering, Our team doesn’t believe frozen foods, soft drinks in a ‘one size fits all’ and a wide choice of “Navdeep, approach. We know alcohol. This has that every store is proved to be a real Kamaljeet and different and so we hit with local Gurmet are so work alongside our customers as new pleased with the retailers to make faces walk through sure each store the doors every result and a huge fills its potential, week. What’s more, lift in sales” whether it’s a case regular customers of simply moving the are now relying on the space around to maximise store for their main shop, 50

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rather than just a top-up. A number of additional services are also key to the store’s success. They now have Paypoint and an off-licence, and the family are hopeful that they’ll soon be accepted to offer the National Lottery.

Handing over the baton The transformation was so successful that Mr Singh was happy to embrace his upcoming retirement. He has handed over the baton to his nieces Navdeep and Kamaljeet, who now work in the store each day. Although he can’t resist popping in to cast his eye over his masterpiece, he knows that his family and store are safe in the hands of the Lifestyle Express team. “The store doesn’t even slightly resemble its former self, it’s been a real phoenix from the ashes,” said Craig. “I’m so thrilled that Navdeep, Kamaljeet and Gurmet are all so pleased with the finished result and are enjoying such a huge lift in sales as a result.”

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GIN & TONIC

s ’ n i G a winner

There are few things more British than the traditional G&T and with our top tips, your sales will be in the pink

f a stand-out star of the spirit shelves over the past couple of years was to be singled out it would have to be gin. Shoppers are buying more gin than ever before. Sales of the spirit have risen by 29.7% in the past year alone, a rise worth a whopping £63.4m. The trend is showing no signs of slowing down, so are you cashing in? Gordon’s is leading the way, with Bombay Sapphire and Tanqueray hot on its heels. Customers new to gin are likely to try these well-known brands and the good news is that existing gin fans are trading up and are happy to spend more.

Do your research: start with the Lifestyle Express planogram, then find out what your local competition is stocking and be prepared to trial new products to see if this whets your customers’ appetites. Don’t ignore the new flavour variants or premium offerings such as Gordon’s Premium Pink. Get limited stock to trial them and see how they sell. Whatever you do, don’t forget the all-important extras: tonic water, ice and a slice. Stock fresh lemons and limes (or even pink grapefruit), ice cubes and an assortment of tonics, and your bottom line will be as happy as your customers.

Don’t forget

Fresh lemons, limes and pink grapefruits, and ice cubes For those grabbing and going, remember chilled ready-to-drink cans, perfect for parties, picnics and sipping without sharing!

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CHRISTMAS

It’s the most wonderful time of the year…

While it may not be Christmas just yet, it’s never too early to start planning for the most important date in retail

hile the days may still be warm and the nights only just starting to draw in, it’s actually the ideal time to start thinking about all things Christmas to You can make sure your ensure your festive customers don’t forget a thing period is a cracker. by cross-merchandising All convenience throughout the store retailers know that very few of their customers will be doing their main Christmas shop in store, but it’s over the festive period that retailers can really cash in; whether customers are looking for a last-minute gift, beers, wines and spirits, emergency top-up shops or those essential sweet treats. By shopping locally with you, not only can shoppers avoid the supermarkets’ overflowing car parks, endless checkout queues and sold-out items on the shelves, but they can also benefit from your flexible opening hours and, of course, friendly, personal service. Here’s our guide to the essential categories to get right in the lead up to the big day.

did you know?

Sweet treats Start early to make the most of the festivities. Put up a festive confectionery display in a prominent position with the bestsellers at eye level. The benefit of selling confectionery lines early is that customers are more than likely to buy and then buy again nearer the big day. Focus on impulse lines, festive-themed gifts and those essential advent calendars (most of which are bought in the last week of November).

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l m 0 3 3 n u S i r Cap o o t s d i k g i for b

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CHRISTMAS Oh crumbs!

Cheers! The festive period is key for alcohol sales, especially spirits. With so many more social occasions on the calendar, shoppers are likely to head to your store if they forget to pick up a bottle. If they usually buy mid-to-low-end spirits, shoppers will often choose this time of the year to opt for premium versions as both gifting items and to offer to guests visiting over Christmas. So, make sure you’re stocked up with a good variation of price points to suit all. Place some gifting bottle bags at eye level near your alcohol selection to encourage customers to gift wrap their presents. Having a selection of chilled alcohol readily available is essential as your store will be a lifeline to customers who are heading to a festive gathering and want to pick up a bottle of wine on the way. You’ll already know that impulse purchases are particularly substantial at this time of year – so get ready to upsell and remind customers buying biscuits and other gift items to stock up on wine or prosecco while they’re in store.

Biscuits are a guaranteed crowd pleaser at Christmas as families love to share them on the sofa or offer them to visitors. Luxury tins are a great way to offer customers something special. And, of course, it wouldn’t be Christmas without a mince pie or two, or a traditional Christmas cake or stollen. While the demand is higher for sweet biscuits, don’t forget the savoury biscuits and crackers for a cheeseboard.

did you know? Having a selection of chilled alcohol available is essential as your store will be a lifeline to customers heading straight to a festive gathering

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CHRISTMAS Softly does it Soft drinks generate fantastic sales. Convenience stores accounted for 39% of soft drinks sold over the 2016 Christmas period, generating £651m.* Cola and lemonade are first on the list, but remember the tonic waters and soda waters. Just make sure you’re cross-merchandising by putting mixers alongside their spirit matches.

did you know? Availability is vital for retailers to really make the most of festive sales, so make sure your key items are well stocked

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crucial when people need so many for toys – cranberry sauce, tin foil, Sellotape, milk and bread. Availability is vital for retailers to really make the most of festive sales, so make sure your key items are well-stocked and everyone will have a very merry Christmas!

*Nielsen Scantrack GB Total, Convenience & Impulse Soft Drinks £ Value 12 weeks ending 2 January 2016 vs previous year)

Don’t forget Help make sure your customers don’t forget a thing by cross-merchandising throughout the store and ensuring you have a steady supply of essentials including batteries – Lifestyle own-brand batteries offer great quality at a great price,

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Coming next issue...

Three cheers for Christmas From craft ales to premium spirits, alcohol sales soar during the festive period so make sure you’re making the most of the opportunity

Rise and shine The cereal category is a key one to get right; follow our tips to start the day right

Act on impulse Customers love Christmas confectionery – have you got the right range?

Plan ahead Celebrate Valentine’s Day and Mother’s Day in store Free–from goes full steam ahead As more customers want dairy or gluten-free products, are you satisfying the demand for free-from products?

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Plus

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

BREWED IN THE UK

the lowdown

… h t i w s e t u n i m e Fiv it’s been refitted. I know those positive comments will equate to increased sales, which is fantastic news for the retailer.

What’s been your career highlight so far? It has to be when I was given control of the Lifestyle Express South Retail Development team. Being able to influence and improve the entire Lifestyle Express image and brand is fantastic, and I love having the chance to influence the design and standards of the whole team’s stores as well as my own.

Are there any stores that have really stuck in your mind as a fantastic transformation?

Craig Bourne, Lifestyle Express Retail Operations Manager What attracted you to a job in retail? I started as a product analyst in a PVC company and when I was offered the opportunity to head up a department I realised I didn’t enjoy it and needed a change of career. I saw an advert for a circulation representative for a local newspaper and despite having no experience, they hired me. From there I became a Business Development Manager with Palmer & Harvey and discovered a passion for store development.

What’s the best thing about your role? Transforming stores, without a doubt. There’s nothing better than hearing customers talking about how good a store looks when they first see it after 62

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I’ve done so many that have been genuinely stunning transformations there’s not one that stands out. For me, it’s the people that really stand out. We are dealing with people’s livelihoods and there’s nothing better than working with retailers that want to embrace new concepts, and they’re the ones that really see results. Years later I can walk into a retailer’s store and the friendship is still there, it’s wonderful.

What should retailers never forget when they’re refitting their store? It’s essential to seek expert advice. Don’t gamble with your livelihood, especially when you have a team of experts on hand to ask. The Lifestyle Express team is made up of the best in the industry. I’ve seen hundreds of jobs where retailers have been given poor advice and the retailer has wasted thousands of pounds. Always ask the experts.

What’s the best advice you’ve ever been given? My dad always says ‘It is not enough to do the job, you have got to be seen

to do the job’. In store development, don’t spend thousands of pounds improving the interior of a shop if you don’t update the exterior at the same time. Kerb appeal is key to attracting new customers and increasing sales on the back of a refit.

If you could give retailers one piece of advice, what would it be? Don’t be afraid to invest. I say to retailers on a daily basis, ‘every investment, in any business, needs to fund itself. Don’t spend money if you are not going to get a return’. Too many retailers see a refit as spending money but this isn’t spending, it’s investing in your business and you should expect to see a return on that investment. The increased turnover should always cover the cost of the refit, usually within three years but sometimes much sooner than that.

If you had to choose three things to take on a desert island, what would they be? Definitely something to stream boxsets on, a pack of playing cards and my family to play poker with.

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