THE MAGAZINE EXCLUSIVELY FOR
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spirit of christmas Encourage your customers to go premium
ISSUE 50 NOV/DEC 2018
free from The latest big opportunity for retailers
Cereal thrillers Our guide to breakfast must stocks
LET THE TILLS RING
Christmas is the busiest date in the retail calendar so follow our top tips to make the most of your festive sales Plus. . . RETAILER STORIES n INDUSTRY NEWS n LATEST MUST-STOCK PRODUCTS n STORE PROFILES
WELCOME… …to your festive issue of Lifestyle Retailer. We’re already preparing the tinsel and the tree 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 Unitas Wholesale. FOR UNITAS
as we head into the busiest time of the year for retail. Christmas is an incredibly exciting time for convenience retailers but only if you get your offer right. We all know that alcohol sales are key during the festive period and a major focus of sales with customers stocking up for Christmas parties, gifts and New Year’s Eve. This is a
Stuart Johnson
perfect time to encourage customers to opt
FOR THE BRIGHT MEDIA AGENCY
for premium products as a gift or to treat
Editor Stephenie Shaw Head of Design Emma Bramwell Designer Rafaela Aguiar-Hill Staff Writer Rosie Bambury Photographers Caters Photographic 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
themselves. Head to page 16 for our guide to Christmas drinks. Impulse confectionery is also a huge money maker as customers’ budgeting and healthy eating flies out of the window. Turn to page 21 to find out how you can make the most out of your impulse sales. We recently visited Kesh Bagha (page 49) to see the results of his major refurbishment, and we’re delighted to see he is busy enjoying a huge lift in his sales. Another of our fantastic Lifestyle Express retailers, Nicky, has also upgraded her off-licence store to a full neighbourhood convenience store which is going from strength to strength. Turn to page 22 to read all about it. I wish you all a successful Christmas and a happy New Year!
Disclaimer: All prices listed are correct at the time of going to press, but may be subject to change.
STUART’S TOP FESTIVE TIPS BE PREPARED Look at your sales data from last year and review what sold well and what didn’t. Don’t be afraid of cutting products that don’t tend to sell well and keep an eye on our product pages for the latest new products to stock.
GO PREMIUM People are far more likely to go for the more expensive option at this time of the year to either treat themselves, as a gift, or to impress guests. Move the products you usually keep on your top shelf to eye level and don’t be afraid of investing in more expensive brands during this time.
LISTEN TO YOUR CUSTOMERS As always, listen to any requests you receive from your customers. If you can help your customers out during Christmas by ordering something they’ve requested, they’ll be sure to remember and shop with you again.
GET IN TOUCH… Stuart Johnson Retail Controller, Unitas Wholesale
email us at lifestyleretailer@ thebrightmediaagency. com
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NEW R E L L A M S CASE SIZE! WAS 30
6 2 W O N P A C K S!
Improved stock rotation l Less cas h outlay l Still the UK’s ridge cut crispNso.1 l
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® Registered Trade Mark.*AC Nielsen Data Impulse Market MAT 11.08.18.
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CONTENTS 07 NEED TO KNOW
The latest must-know news and products in the industry
16 CHEERS!
Sales of alcohol always soar at Christmas so encourage your customers to trade up when buying spirits, wines and fizz
21 TREND: CHRISTMAS CONFECTIONERY Impulse confectionery flies out at this time of year so stock up now
22 STORE PROFILE
For Nicky, transforming her store from an award-winning off-licence to a full convenience store was the obvious next step for her business
35 BREAKFAST LIKE A KING
Are you ticking the right boxes for your customers?
41 FREE FROM
With sales of free-from products growing at quite a pace, here’s our suggestions for how you can make the most of the growing demand
47 HEALTHY OPTIONS Customers are considering more than just their wallets when they shop, so think about your low-sugar and low-fat offering
49 STORE PROFILE
Glasgow retailer Kesh is focusing on his store’s strengths and seeing his sales soar as a result
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59 TREND: MOTHER’S DAY/ VALENTINE’S DAY It pays to think ahead for key dates in the diary. Trust us, your customers will thank you for it
60 NEXT ISSUE
What you can look forward to in your January/February issue
62 FIVE MINUTES WITH... We talk about desert island must-haves, retail tricks of the trade and favourite products with John Farrell, Retail Operations Manager from Lifestyle Express
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NATION’S FAVOURITE CAKE REVEALED Lemon drizzle is officially Britain’s favourite cake, according to a new study. A poll of 2,000 people, commissioned by Protein World, revealed that the flavour won with 40 per cent of the votes. Chocolate fudge cake was a close second place with 38 per cent. The nation’s
previous best-loved cake, the humble Victoria sponge, was knocked down to a measly fifth place. It’s worth bearing these results in mind when you’re next stocking up on baked goods to make sure you’re giving your shoppers their favourites.
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latest e h t h t te wi a d o stry t u p d u n i y e a t S n in th o s g n i go
Kellogg’s has revamped its Nutri-Grain bars giving them a new recipe and new packaging. The bars’ fillings, which come in three flavours, strawberry, blueberry and apple, have been stripped back to basics and improved to enhance the fruity flavour.
STORE VIOLENCE RISING
Lifestyle Express is encouraging retailers to make sure CCTV is in place and working in stores and to speak to your Lifestyle Express representative for more advice on how to make sure your store is the safest it can be.
k o o L r… o f t ou Our round-up of the latest products to fill up your shelves
This comes as an Usdaw survey has revealed that violence, threats and abuse against shopworkers are rising. The annual survey has revealed that two-thirds of shopworkers were verbally abused last year, 42 per cent
were threatened, and there were more than 265 assaults every day. Remember to work closely with the police to report any threatening, violent or suspicious behaviour in your store.
HALF AND HALF Parents looking to up their family’s intake of vitamins and minerals are sure to snap up the newest Kingsmill product. The 50/50 Vitamin Boost loaf, available in November, retails at £1.15 for a 750g loaf. Two slices have 30 per cent of the recommended daily allowance of many vitamins and minerals.
B–READY FOR NUTELLA Ferrero has launched a 10-pack of its Nutella B-Ready biscuit brand. The £2.99 pack is available along with a 59g price-marked single bar, perfect for impulse purchases in store.
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O T D E NE OW KN WAR ON WASTE The UK’s supermarkets and discounters have signed up to a brand-new commitment to drive down the 10 million tonnes of food that is wasted in the UK each year. The ground-breaking industry Food Waste Reduction Roadmap asks participating large businesses to set new food waste targets, measure and share their learnings and act to reduce food waste in their own operations. The Roadmap also sets out how these businesses can
support their suppliers and engage with consumers to help reduce their food waste. Just under 90 businesses including food producers, manufacturers and hospitality and foodservice companies are on board. It is hoped this will soar to 250 food businesses by September 2019. Each year Brits rack up a £20bn food waste bill, equivalent to more than £300 per person. Are you on board with the challenge? Whether it’s not over-ordering or donating unsold products to homeless shelters at the end of the day, there are plenty of ways you can help. Please speak to your Lifestyle Express representative for more information on how to reduce food waste in store.
Lookr… o out f PERFECT PRETZEL Penn State pretzels are now available in a new multipack format. With six individual 22g packets, containing fewer than 100 calories in each one, the multipacks come in Salted and Sour Cream and Chive flavours.
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Popular lager brand Stella Artois is being relaunched with a brand-new pack design. The new design features a new logo which “highlights Stella Artois’ namesake, the star, and nods to the brand’s 600 years of Belgian brewing heritage”. The bottles will also feature an easy-to-tear gold tab. The new design and label launched across all Stella Artois packs will feature a matt finish from early 2019.
HELP YOURSELF
Brits are increasingly turning to retailers who offer self-service payment options, with 57 per cent of us opting to avoid human interaction while shopping, a new study has revealed. The research – conducted by delivery management company Whistl – also found that more than half of Brits prefer to speak to a person when they need customer service support. However, 17 per cent find human interaction when buying groceries unimportant.
BOOST YOURSELF Boost is adding a new flavour to its range of energy drinks. A mix of grape and cherry, Cosmic Glow is a vibrant new limited edition flavour in neon packaging this winter and is bound to be a hit with consumers looking for sugar-free energy drink options.
BIRDS EYE VEGGIE BOWLS Flexitarians are the target for a new range of vegetarian ready meals, as Birds Eye taps into the healthy and nutritious trend that’s sweeping the nation. Priced at £2.89 for 380g packs, there are four options: Moroccan Tagine, Thai Curry, Super Green Italian Risotto and Asian Sweet and Sour Noodles.
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LABOUR VOW TO BAN ATM CHARGES
Labour has pledged to ban ATM charges under a five-point emergency plan to save the UK’s high streets. Responding to the plan, British Retail Consortium director of business and regulation, Tom Ironside, said: “Taking action to fix a broken, outdated business rates system is essential if the country’s largest private sector employer is to work towards a positive future.”
Popular spirits brand Whitley Neill has re-designed the bottles across its entire range, in a move to make its premium brands stand out on shelf. The brand’s new glass bottle features ‘Whitley Neill’ embossed on the shoulder and ‘distilling for 8 generations’ embossed on the bottom of the bottle. The new bottle will roll out across its entire range and will be bottled at 43 per cent ABV. All are available in a 700ml format with an RSP of £26.
PACKAGING SALES FALL
The crackdown on plastic rages on, with major supermarkets announcing an end to plastic carrier bags as part of a strategy to ban all single-use own-brand plastic packaging within five years. It has also been reported that 54 per cent of small retailers have seen sales of plastic-packaged goods fall over the last six months, as a growing number of customers request package-free
products, according to a survey by ComRes. In summer it was reported that plastic bag sales had dropped by 86 per cent since the government introduced a 5p plastic bag charge in 2015. Could you incentivise your customers to bring their own recyclable bags by offering 15p off a hot drink, or a loyalty stamp card that is stamped each time they don’t request a bag?
Lookr… o out f NICE CREAM TREAT Ben & Jerry’s has launched ‘Moo-phoria’ – a duo of ice cream tubs containing 128 and 132 calories per 100ml. Chocolate Cookie Dough and Caramel Cookie Fix have been launched to tap into the growing trend for low-calorie ice cream, with an RSP of £4.60.
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BEER–Y GOOD Your shoppers are sure to love Asahi Super Dry, which is now brewed to the authentic Japanese recipe to deliver its dry, crisp taste and quick, clean finish. This distinctive dry taste is known as Karakuchi: the same taste as a bottle enjoyed in Tokyo.
TIME FOR TEA Sure to fly off your shelves, PG Tips has redeveloped the taste of their decaf cuppa in response to feedback from customers. With a rich, fresh and rounded flavour inspired by their tea gardens in Kericho, Kenya, this is a regular cuppa, just without the caffeine.
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If you only do one thing…
GROWING STRONGER UNDER UNITAS
Following the decision for Landmark Wholesale and Today’s Group to merge to create Unitas Wholesale, Darren Goldney, managing director of Unitas, and John Mills, deputy managing director, are reassuring retailers about the future. They said: “Both buying groups have their own fascias which have been invested in by
members and retailers to create fantastic, contemporary stores that satisfy the needs of customers on a daily basis. “We want to reassure these retailers that the fascias will continue as they are, but will directly benefit from the support of a stronger, scaled-up Group working closely with suppliers to do an even better job.”
Just in time for Christmas, Maryland Cookies will be re-named ‘Merryland’ and will include a 175g Maryland Minis share box with an RSP of £1. Maryland Minis are growing at 11 per cent.
*Source: Nielsen, Value Sales MAT, 52 weeks to w/e 15.07.18
Lookr… o out f WHAT A RELIEF Halls, the UK’s number one relief candy brand,* has unveiled a new look which will champion the range’s qualities and make it easier for consumers to select which product is best suited to their needs, alongside a new PMP range.
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James Lowman at Association of Convenience Stores talks about tackling plastic in stores
It’s hard to ignore the debate on plastic and its environmental impact and we must ask what can local shops do to help? A deposit return scheme could be a starting point, and one that covers the whole of the UK, rather than different schemes in Scotland, England and Wales. The Scottish Government has already decided to introduce such a scheme and is now working out what it should look like. Firstly, it has to be decided which products we’re talking about. The gap in current recycling is the packaging binned while on-the-go, so that should be our starting point. However, once you start talking about large
SUPER NOODLE The much-loved Batchelors range now includes Super Noodles pots and Pasta ‘n’ Sauce pots for a ready-to-serve solution. Available in a range of flavours, the pots offer shoppers a tasty snack or speedy meal from a well-known and trusted brand.
plastic bottles, tins and glass bottles, we risk undermining local authority collections from homes, meaning they could become less frequent or more limited. Secondly, where do these products get returned to? Should it be to every store that sells them or should we define a smaller number of return points? We also must analyse where people would want to return products and build the system from there. That means transport hubs, office buildings, and yes, some stores. Making small shops act as return points when they don’t have the space isn’t feasible, but allowing retailers to apply to accept returns is the best approach.
SWEET SALES Swizzels’ Chew Bars are flying off shelves with sales growing at 11 per cent year on year. The sweet company are now raising the bar with the launch of an additional flavour popular with kids – Drumstick Bubblegum – which is also vegetarian and vegan friendly. The new product will officially launch in December.
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RETAILERS FEARFUL OF BREXIT
A quarter of small UK retail businesses admit they are fearful of Brexit, according to new research. The results of the survey from retail software provider Vend show that 80% of retailers think the talks with the European Union are not going well, with another 26% saying that they are feeling less confident about Brexit than they were when the referendum took place in 2016. Meanwhile, 32% of small retail businesses believe Britain’s global influence will decrease because of Brexit. “The UK retail sector has a huge international footprint, both in the staff it employs and the supply chain it sources through, so it’s understandable that some retailers are nervous about what will happen after March 2019,” said Higor Torchia, UK country manager for Vend. “But UK retailers are an innovative bunch and have succeeded through many ups and downs over the generations.”
Lookr… o out f LEST WE FORGET Cadbury is launching a limited-edition Remembrance Day Dairy Milk bar in partnership with the Royal British Legion, to mark 100 years since the end of WWI.The 260g bar has an RSP of £4.23, will feature packaging adorned with poppies, and for every bar sold 30p will be donated to The Royal British Legion.
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GUIDANCE TO PREVENT UNDERAGE BOOZE BUYS Retailers can now access guidance to tackle the proxy purchasing of alcohol which leads to a hefty fine. Developed by the Retail Alcohol Standards Group (RASG), the guidance is available free on the RASG website, and includes a document on common scenarios where proxy sales occur. Hardish Purewal, chair of the Retail of Alcohol Standards Group, said: “For retailers, identifying when an adult is buying alcohol for a child
is difficult, but we believe the guidance we have produced will help to support retailers and their staff in identifying, preventing and deterring proxy alcohol purchasing. “Retailers have done a great job of ensuring that alcohol is not sold to anyone under the age of 18 but it is important that retailers, policy makers, families and local communities recognise that the ways that children and young people are accessing alcohol is changing.”
Retailers repeatedly caught selling illicit tobacco faced tax bills and penalties in excess of £11m last year as HMRC took a new approach to punishing the crime. Fraudulent retailers were caught by till receipts, bank accounts and business cash books after HMRC shifted its focus to gather evidence. Financial Secretary to the Treasury, Mel Stride MP, said, “We will not allow honest, hardworking shopkeepers to be undercut by tax cheats. We are determined to level the playing field.”
HO HO J20 Following its success last year, limitededition J20 Glitter Berry will be available earlier for retailers to stock up. Last year Glitter Berry was the third-largest SKU in the adult soft drinks category over the festive period, so don’t delay.
PROSECHO DELIGHT Tapping into the prosecco craze, Echo Falls is adding ProsEcho Falls to its portfolio. Launched in October, the 11 per cent ABV bottles are available in a 750ml format retailing at £10, with a smaller 200ml bottle retailing at £3.49 to meet Christmas demand.
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Guy Fawkes Night Stock up on toffee apples, marshmallows, hot chocolate and jacket potatoes. Diwali Get in traditional Diwali snacks and treats to impress your customers. Thanksgiving Landing on the fourth Thursday in November, could you offer USA-themed delights?
LIMITED EDITION
St Andrew’s Day The official National Day of Scotland, take advantage of celebrations and stock up on treats such as haggis and whisky. X Factor finale Retailers frequently notice a sharp spike in sales on the eve of the X Factor finale, so stock up on Big Night In essentials. Christmas Ensure you’re fully stocked with all festive essentials and daily must-buys as you prepare for a hectic few weeks. New Year’s Eve This has the potential to be busy so stock up on prosecco, wine, and party foods.
TIGER TONGUES Popular confectionery brand Dexters is expanding its halal-accredited range of sweets with the launch of Tiger Tongues individual bags. Officially launched in October, the new sour candy belts are available in four distinctive flavours: strawberry, apple, blue raspberry and mix. The moreish sour candy belts are available in 10p price-marked packs.
S LAST K C O T S E IL WH
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CHRISTMAS DRINKS
Christmas THE SPIRIT OF
Christmas is a huge time for your alcohol sales, so here’s our guide to what to stock to make sure you get off to a cracking start
A
lcohol has always been one of the top-performing categories for convenience retailers at Christmas, and if you get your selection of wines, beers, ciders and spirits right this festive season then you could be in for a huge sales boost. Be prepared for a shift in shopping patterns. Typically, sales of larger pack sizes peak from mid-November, then come the impulse purchases of spirits, sparkling wines and champagne, and finally those last-minute wine purchases. Make your life easier and head to your planogram for advice from the experts at Lifestyle Express on what to stock.
Bring out the big guns The approach of the party season bodes well for beer and cider but it’s important 16
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to focus on the bestsellers in this category as these are the brands your shoppers will be looking for. Heineken, Carlsberg, Foster’s, Stella Artois, Guinness, Carling, Strongbow and Budweiser are all must haves for your shelves. It’s worth selling cases on promotion to compete with supermarkets, but also offer the top brands in sharing bottles, singles and four-packs too, to cater for your top-up shoppers. Don’t forget to keep all of your beers, white wines and ciders in your chillers, offering an ideal option for customers grabbing drinks as a last-minute ready-to-consume purchase to take to a dinner or party. Also don’t forget the designated drivers and stock a good selection of alcohol-free options alongside your top brands of beers and ciders.
Think premium
Last December, it was reported by Kantar that alcohol sales are up by nearly £172 million compared to the previous year, which they said could be put down to consumers “choosing more expensive festive tipples” than in previous years. Gin, whisky and sparkling wine all saw huge growth of 26%, 10% and 7% respectively. As shoppers move into more impulsive, indulgent and unpredictable shopping moods leading up to Christmas, premium spirits, wines and beer is where to focus your attention. Consumers are keen to trade up, giving you plenty of opportunity to sell more premium spirits. Again, it’s all about offering the leading brands, such as Smirnoff and Gordon’s, but with a selection of more upmarket and unusual options too. When it comes to beer and
wine, make sure you’ve got a good selection of craft beers and better quality wines for people wanting to trade up. Rearrange your shelves and make sure the products normally kept on the top shelf are at eye level. If you haven’t already, consider creating a display on the promotion end opposite your counter to showcase premium alcohol products. Of course, there will always be shoppers in your community who The first port of call on what can’t afford to spend on to stock is the Core Range, premium products at which has been carefully put Christmas, so make together by the experts at sure you offer a good Lifestyle Express to make selection of own-brand your life easier alcohol options to cater for them too.
TOP TIP
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CHRISTMAS DRINKS
DID YOU KNOW? 11% of shoppers choose to buy alcohol in convenience stores [him! Research & Consulting]
Time for wine A third of wine sales at Christmas are made through convenience stores (Nielsen 2016) – whether it’s for a party, a ‘big night in’, a gift or for the Christmas dinner table. Stock up on a good selection of white, red and rosé wines. Don’t be afraid to offer more expensive products as shoppers will be more likely to splash out at Christmas to impress guests.
Black Friday Falling annually on the fourth Thursday of November, the Black Friday hype continues to sweep across the UK and represents the beginning of the country’s Christmas shopping season. For the eagle-eyed shopper looking for a bargain, it’s worth considering hosting a Black Friday sale in your store as many will be looking to stock up before Christmas and this isn’t just limited to present buying. Whether it’s a 2-for-1 deal or 25% off a bottle of wine when spending more than 18
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£10 in store, this is a great opportunity to encourage your shoppers to stock up on premium spirits, wines and beers for the festivities. Remember to make sure you let them know well before the day that you will be having a sale so that they can remember and spread the word for you.
New Year’s Eve Keep a good stock of sparkling white and rosé wines, Santa Loretta Prosecco and champagne and make sure they’re kept chilled. Spirits that also sell well in
the lead-up to Christmas will be essentials for New Year’s Eve celebrations, too. Make sure you also stock a good selection of premium mixers and soft drinks, such as J20 and Shloer.
It’s all in the detail Remember the small details to help customers in a hurry. Stock premium plastic cups next to napkins and sharing snacks for those hosting parties. Gift bags and bows are a must for people buying alcohol as Christmas presents. Place next to boxes of chocolate for people popping in to buy a last-minute gift.
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FESTIVE SALES
HO HO HOT PROFITS
Christmas is a busy time for your confectionery sales. Whether purchases are for gifting or indulging, make sure your customers know that your store has what they’re looking for
REMEMBER Our furry friends like treats too. Many popular pet food brands will have festive confectionery-style treats available which will be a real impulse item for your pet-loving customers
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‘‘THE STORE’S HUGE STOCK ROOM PRESENTED ME WITH A GOLDEN OPPORTUNITY TO EXPAND AND REALLY WOW MY CUSTOMERS’’ Spotting an opportunity to expand her store from off-licence to full convenience store, Nicky’s future-proofed her business in style 22
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STORE PROFILE, ALDRIDGE
Left: Nicky’s right to look delighted with her recently refurbished store which has been transformed to deliver the wow factor
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icky Kaur is reaping the rewards of her newly refitted Lifestyle Express store on Anchor Road in Aldridge, West Midlands, after she expanded and transformed it from an off-licence to a full-service convenience store earlier this year. The transformation has been a long time in the making for Nicky, who had been thinking of converting the store for a few years. “I last refurbished the store five years ago and I was tempted to expand it back then,” said Nicky. “At the time I wasn’t quite convinced so decided to keep it as an off-licence but once the refurbishment was complete, it looked fantastic but almost immediately customers started to pop in and request items such as bread and milk! Although I willingly ordered in the odd product for them, I knew there was huge potential for a convenience store to be successful here. So eventually I took the plunge!” Before throwing herself into tearing everything out of her store and starting again, Nicky spent time speaking to her customers to see if there really would be interest in a full convenience
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STORE PROFILE
Nicky and her team have been delighted with the transition from off-licence to full grocery store
store. “I spoke to my customers when they visited, and simply asked them if they would think about buying their groceries from me if I expanded my offering,” she said. “The support was overwhelming so it was clear I was onto a winner.”
“I asked my customers if they’d buy their groceries from me if I expanded my offer”
Seizing the opportunity Having worked in retail for more than 25 years, Nicky relies on her instinct and she instantly knew it was the right time to seize the opportunity to expand. “We were lucky because the store had a huge stock room, which gave us a golden opportunity to expand easily. I contacted Matthew at Lifestyle Express and told him what I was planning on doing and how I envisaged it looking,” she said. “He was amazing. I know some symbol groups don’t give you that same balance of support and freedom that Lifestyle Express do, and I’ve been really impressed with the level of service I received from the start. The whole experience was just really easy from start to finish.” Nicky and the Lifestyle Express team expanded the store 24
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STORE PROFILE “The new grey fascia looks really impressive. Customers say it’s like Selfridges!”
into the existing store room, and inserted chillers, freezers and shelf space for grocery items. Since reopening her store as a full convenience store in summer, Nicky has enjoyed countless compliments from her customers. “They say it looks really posh – just like walking into Selfridges,” she laughs. “We’ve upgraded to the grey fascia and it looks impressive. I have to admit that I love to see the shocked impression on their faces as they walk in and take a look around. Even months later I’m still receiving lovely comments.”
Spreading the word Launching a whole new store isn’t always easy, but Nicky knows that persistence is key: “I’ll be honest, a thousand new customers didn’t come flooding in to buy my new full range of groceries the first day I was opened, but I wasn’t expecting them to. I know that it takes time for the word to spread organically, plus I also took time to announce the launch myself by leafletting the local community. “I also held a grand launch event in September which was a really successful way of getting customers in to look at the
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STORE PROFILE “I often feel like a glorified agony aunt – I know all about my customers’ lives”
new store. We raised money for Neuroblast, a local charity, and it was a great way to bring the community together and unveil my beautiful new store. I’ve also noticed a huge increase in my footfall since the opening, too.” When it comes to delivering top-notch customer service, Nicky knows that communication is key. “I often feel like a glorified agony aunt,” she laughed. “It’s actually one of my favourite things about the job. Customers come in to pick up a tin of chopped tomatoes or a bottle of wine, and they tell you a small snippet of their life and offload their problems. The next day they’ll pop in to stock up on toilet roll and update you on that snippet. Within a few months, you know an awful lot about them, and they know about you too. You become friends. “To me, this is what makes convenience stores so special because my customers know they’ll receive a service they just won’t get at the local supermarket. You can’t have a natter and gossip with the person behind the checkout in a supermarket because their time is far more controlled than mine. I can spare a few minutes with each customer and give them a one-to-one service and they’ll go home with a smile.” 28
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STORE PROFILE
“When making plans for your store, talk to your customers so you know there’s demand”
Nicky also makes sure to go one step further for her customers to help them out. “If they request a product that I don’t have, I’ll make a note and go and pick it up for them as soon as possible. As I said, delivering that service is what actually led me to refitting and expanding my store in the first place!”
Talk to your customers
Adding new lines such as chilled, frozen, grocery and cards has opened up a world of fantastic new opportunities for Nicky
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It’s been quite the year for Nicky, so what tips would she give to other retailers thinking of expanding their offering and doubling the size of their store? “Take the plunge,” she said. “It feels quite scary, and it took me five years to get the courage to actually do it, but I’m so glad I did. Talk to the Lifestyle Express team because they really know what they’re talking about and they will guide you through the whole process. “However, my advice is to talk to your customers first,” she continued. “If you get a sense that the interest for a grocery store isn’t there because there’s too much local competition, it’s best to find a niche and succeed at that. If there’s not demand for your plans, then stick to what you do best.”
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BREAKFAST
BREAKFAST Breakfast has long been considered the most important meal of the day and has huge potential for your bottom line if you get it right
club W
ith 95% of the UK population buying into the category according to PepsiCo, it’s worth putting some time and resource into perfecting your breakfast offering. So, we’ve rounded up the products we think should make an appearance on your shelves.
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BREAKFAST
FOR KIDS
DID YOU KNOW? According to Mintel, British consumers are the biggest spenders on breakfast cereals in Europe, splashing out a total of £1.8bn in 2017
FOR GROWN UPS
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CLICK HERE FOR MORE INFO…
BREAKFAST
THE LATEST MUST HAVES
Place kids’ cereal on the lower shelves and adults’ cereal on higher shelves to make sure they reach the right eye level
CEREAL SUCCESS HIM research reports that 27% of shoppers want more healthy options to be available, so tap into this trend by offering low-sugar options
HERE ARE OUR TOP TIPS FOR MAKING YOUR BREAKFAST OFFERING A WINNER
According to Nestle Cereals UK, more than one in ten adults (15%) in the UK eat breakfast on the go or at work, so stock up on cereal bars, ready-to-eat pots and on-the-go breakfast drinks for people in a hurry or looking to eat at their desk
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Head to your planogram for more advice on what to stock and how it should be merchandised
Free-from is currently outperforming the cereal competition, so stock up on gluten-free options
Keep your eyes peeled for the latest must-have products. Check out our product pages each issue for the latest new products to try in your store
FREE-FROM SALES
THE GROWTH OF The free-from products market is getting bigger year on year. Are you missing out on a massive opportunity?
free-from
*Harris Interactive
WHO REGULARLY BUYS FREE–FROM PRODUCTS? *
53%
16–24 YEAR OLDS
64%
25–35 YEAR OLDS
59%
24%
35– 44 YEAR OLDS
OVER 55
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FREE-FROM SALES
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t’s official – free-from products are taking over. The number of Brits dodging dairy, gluten and wheat is growing at a huge rate, and as a result the market value of free-from products has surged to more than £806.1m (Kantar Worldpanel). Not only that, but research by The Grocer has revealed that the number of Brits who claim to regularly buy free-from products has more than doubled since 2015. In 2015, 12% of new food products launched in the UK claimed to be gluten-free, and with high-profile celebrities such as Novak Djokovic, Kim Kardashian, Gwyneth Paltrow and Victoria Beckham getting behind free-from products and the general popularity of healthy living, it’s not hard to see why this is a rapidly growing market.
Huge opportunity More than half of us bought a free-from product in the first three months of 2017, according to Kantar Worldpanel, with younger people leading the trend towards buying products without dairy and gluten in particular. And yet, at the moment, this is an opportunity that is largely only being snapped up by supermarkets, and not by convenience retailers. UK supermarkets are increasingly stocking aisles with wide ranges of the products, both sweet and savoury. Fraser McKevitt from Kantar Worldpanel also claims that this is not purely down to medical reasons, but mostly as a result of a fashion for ‘clean eating’ trends including paleo, vegan and other diets popularised online. “The majority of products are bought by people who do not identify as having an intolerance. Consumers are associating ‘free-from’ with a natural form of health in general,” said McKevitt.
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FREE-FROM SALES
DID YOU KNOW? Celebrity champions of the gluten-free lifestyle include Victoria Beckham, Miley Cyrus, Gwyneth Paltrow and Novak Djokovic
AROUND ONE–THIRD OF BRITISH CONSUMERS ARE BUYING AND EATING FREE–FROM FOOD, OF WHICH:*
19%
22%
16%
*UK Government website
AND LACTOSE–FREE PRODUCTS
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Embrace the trends Currently, the route to market isn’t as obvious and free-from products are less likely to be on promotion in your local depot, but when the demand is out there, there’s no reason you can’t embrace and benefit from this massive opportunity too. Why not talk to your customers and see if they’d be interested in buying free-from products, or post a status on your social media channels to ask your followers. If the demand is there, create a ‘free-from’ area in store to trial the products, ideally near the door or near the till to attract the maximum attention and use in-store signage to let your customers know that you’re trialling free-from products. Free-from products are popular with shoppers at both affluent supermarkets and popular discounters. As you’ll already know, it’s hugely important to find a niche in the market and depending on what stores around you are offering, this could well be an opportunity to improve your point of difference and boost your bottom line.
STRAPLINE
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HEALTHY OPTIONS
THINK HEALTHY
With shoppers watching their waistlines and prioritising their health, are you offering the right products?
Be prepared as your customers are more likely to want to eat healthily in the new year after indulging over Christmas
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STRAPLINE
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STORE PROFILE, GLASGOW
KEY TO SUCCESS Busy enjoying a sales increase of 12% since his store refit, retailer Kesh Bagha has proved that it pays to focus on what you do best
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STORE PROFILE
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’ve been behind a counter since I was four,” Kesh laughs proudly, standing behind the till at his newly refurbished Lifestyle Express store in Rutherglen, near Glasgow. It goes without saying that retail runs in Kesh’s blood, and even without knowing his back story it’s plain to see from a brief look around that his store has had an awful lot of time and dedication ploughed into it. With beautifully presented aisles, spotless chillers and not a single product out of place, it’s obvious that this store is Kesh’s pride and joy. “I used to help out at my dad’s store all the time,” Kesh continues. “I could barely see over the counter but I absolutely loved it. Whether I was helping to face up shelves, or helping in the stock room, there was always something to do and I loved feeling a part of the family business. “As soon as I left school I worked there full time and then in 2000, my brother and I bought our own store which we ran for eight years, until my dad started to struggle with his store. I then returned to help him run the store. Then,
“It pays to know your strengths and focus on those to boost your sales”
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Below: Kesh beat the competition to be named Confectionery Retailer of the Year at the Scottish Local Retailer awards earlier this year
STORE PROFILE
finally, in 2014 I bought my own store and the rest is history, as they say.”
Joining Lifestyle Express When it came to making it a success, Kesh knew he wanted the support of a symbol group. And, for Kesh, it was a no brainer: “My brother had dealt with John Farrell from Lifestyle Express for years, and we had always valued his opinion,” he explains. “I can put my hand on my heart and say that to this day, John has never been wrong. It means an awful lot to be able to fully put your trust in a team and our relationship with John and the rest of the Lifestyle Express team has blossomed since day one. Their expertise is invaluable and not only that, they’re a joy to have around – John genuinely brightens up my day each time he visits.”
Build on success After more than 30 years in retail, Kesh knows the key to success is focusing on your strengths. With a large Aldi directly behind his store, it’s proved crucial for Kesh to recognise his store’s pulling power and focus on this. “I know I have three aspects of my
business that are particularly strong: impulse, soft drinks and confectionery. Grocery is never going to be hugely successful in my store because of how close Aldi is. So, rather than compete, I made the decision to cut back on that and instead extended the space for my most popular items. “It’s absolutely critical to focus on your strengths and create a point of difference rather than trying to compete unnecessarily.” With this in mind, Kesh worked closely with the Lifestyle Express team to completely redesign his store. “I brought in John and Derek Ramsay from Lifestyle Express. I told them what I wanted, asked for their opinion and then we were on our way. They agreed with me that we should cut grocery and extend my impulse, confectionery, snacks and soft drinks lines. We added nearly 15 metres of shelving for confectionery, 1 metre for hanging bags and 8 metres for crisps and snacks. “We also upgraded to the new Lifestyle Express grey fascia which totally transformed the store. I’m just so proud of the store now, it looks amazing
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STORE PROFILE
and it’s not just me, my regular customers love it too.”
Market yourself Now that Kesh has his newly fitted store, he makes sure to never get complacent and is constantly on the lookout for new customers. “With Aldi right behind us, powerful promotions are an absolute must, and they’re so popular too. We publicise our offers with traditional leafletting door to door, but now that the store has been refurbished I’m planning on using social media much more. I think it’s a great opportunity to market your store and your promotions to your target audience, especially the younger generations, as that’s where they are.”
Customers and community When it comes to being part of his local community, Kesh always aims to make sure his store is first in line. “There’s a community centre next door, and I always make sure we donate products from the store whenever they host an event or auction, and I’m currently in talks with them to fund a defibrillator to
Kesh’s years of retail experience mean that he can identify key categories to focus on. The store’s close proximity to Aldi means that a full grocery offer isn’t the best use of space in store
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STORE PROFILE
Since the refurbishment, Kesh’s sales are soaring, thanks to his focus on impulse, confectionery and snacks
“Just be yourself. Don’t look at the person as a customer but as a friend.”
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the centre. I think it’s really important to give something back to the community when they help us out so much.” And Kesh doesn’t stop there, always going above and beyond for customers in the store too. Realising that many elderly customers may struggle to get out and about during the winter months, Kesh is looking to develop a delivery service to help them. When we ask him what the key to delivering great customer service is, he answers: “Just be yourself. Don’t look at the person as a customer but as your friend. I see some of my regular customers more than I see my family,” he laughs. “When a shopper comes in every day, it’s the small things they’ll appreciate, like you asking their name and their favourite brand of cigarettes or alcohol. It’s important to make a nice atmosphere in your store and to create an experience they’re not going to have at nearby competition. The staff next door at Aldi aren’t going to remember their name or what sort of dog biscuits their pet likes, and especially for some of our more elderly customers
we may be the only people they speak to all day. Make it count.”
A final word Kesh knows that the real jewel in his store is himself. “I know that sounds awful,” he laughed, “but it’s true! I feel like I’ve been in this game for long enough now to know exactly what I’m doing and how to make a store a success. “I’m never afraid to chop and change. My recent refit is a perfect example. Sometimes you need to put your hand in your pocket and dig deep to make a change in your store, but when you turn around six months later and can literally see a huge increase in your sales as a result, it’s obviously worth it. “Customers respond to clean, tidy, fresh-looking stores. No-one wants to do their top-up shopping in a store that’s tired and run down, they want to leave your store feeling uplifted and positive. For me, it’s about making sure my customers are happy and can get exactly what they want. At the end of the day, what benefits them will benefit me.”
OCCASIONS
All
wrapped up Mother’s Day and Valentine’s Day will be here before you know it which is a great opportunity to maximise impulse sales. Get stocked up!
14 FEBRUARY 2019 VALENTINE’S DAY
31 MARCH 2019 MOTHER’S DAY
Use signage around your flower stands and wine shelves to remind your customers of these dates, just in case they’ve forgotten (trust us, they’ll thank you!)
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Coming next issue... JANUARY SALES Now’s the time to really shout about value, from pricemarked packs to promotions
HOT, HOT, HOT What are the latest hot drink trends? IT PAYS TO PLAN Follow the 2019 planogram to make the most of your store
P cts CLEAN U ing produ n a le c n o Stock up
MAKE THIS YEAR YOUR BEST YET Top tips to make your store sales fly
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PLUS
RETAILERS’ STORIES, MUST–STOCK PRODUCTS AND THE LATEST INDUSTRY NEWS
THE LOWDOWN
… h t i w s e t u n i m Five What’s the best thing about your role?
Without a doubt, the team I work with. They are the most professional people I’ve encountered during my time in retail. We share a passion for the business, work as a team and support one another, continually bouncing ideas off one another. We’re never afraid to ask one another for opinions on various aspects of the job.
What’s been your career highlight so far?
John Farrell, Retail Operations Manager, Lifestyle Express What attracted you to a job in retail? I started in Woolworths as a Saturday boy and they offered to put me through the management trainee programme. I worked up the ranks thanks to a great manager who mentored me right through my time with them, and this led to a manager’s role in a major Scottish department store group where I stayed for eight years. I then moved to Spar, before moving to Lifestyle Express as I was keen to mentor other managers. In most of my jobs in the retail industry I’ve been lucky enough to have someone to help guide me and I’m passionate about doing the same for colleagues over the coming years. 62
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Playing such a key role in the development of Lifestyle Express. I joined Landmark Wholesale 10 years ago and I’ve loved being able to use the skills I acquired during my shopfitting days to make a difference. Another highlight was being made Operations Manager not long after starting with the company. I’m incredibly proud to work for Landmark.
What are your favourite convenience store products and why? I’m passionate about our own brand and am very proud of its quality and price. We have a fantastic range and I’m
committed to making sure that we get as many of our own-brand products into the new stores we develop. My motto is: ‘If it says Lifestyle above the door, it should be Lifestyle in the store!’
What’s the best career advice you’ve ever been given? Show you care, and listen to what’s being said. Be open and honest with people, don’t tell them what you think they want to hear, tell them as it is but be constructive, not destructive.
If you could give retailers one piece of advice, what would it be? Look at your business critically every six months. What are you selling and what’s gathering dust? Are your promotions working? Could your store layout work better? Does your store have genuine kerb appeal? Don’t be afraid to spend money: invest in your business, be it in equipment or in people as this investment will always give you a return. Just look at the retailers who have taken this step and look at how much they have grown their businesses as a result.
If you had to choose three things to take on a desert island, what would they be? My wife, a knife and some fish hooks!
If you could achieve one more thing in your career, what would it be? Following the merger between Landmark Wholesale and Today’s Group, I would be delighted for our team to remain as a team and play a key role in growing the business for Unitas Wholesale and its members.