Retailer Matters 34, Mar/Apr 2016

Retailer Matters

Issue

34

March/April 2016

The magazine exclusively for Lifestyle Express retailers

DON’T MISS

ASK THE EXPERTS

Why working with suppliers reaps rewards

Pet project Don’t forget Fido when you stock up

winners Tell All

Why the new store format is offering so much more for one Lifestyle Extra retailer

Ex cl fr usi om ve ly

Offer a little extra

Top tips from the UK’s best retailers

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Hello…

Retailer Matters is published six times a year by Made By Sonder Ltd on behalf of Landmark Wholesale.

FOR LANDMARK Stuart Johnson FOR SONDER Editor Stephenie Shaw Assistant Editor Emily Craft Sub Editor Kate Feasey Senior Art Editor Emma Bramwell Account Manager Adam Turner Managing Director Simon Chappell TO ADVERTISE Please contact Adam Turner on 07702 368651 or email adam.turner@ madebysonder. com TO DISCUSS EDITORIAL Please contact Stephenie Shaw on 07921 928464 or email stephenie.shaw@ madebysonder. com Made By Sonder Ltd, Victoria Court, 8 Dormer Place, Leamington Spa, Warwickshire CV32 5AE Disclaimer: All prices listed are correct at the time of going to press, but may be subject to change.

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… and welcome to the March/April edition of Retailer Matters.

As we head into spring, it’s much easier to feel upbeat and optimistic about the months ahead, which include one of the biggest dates in the retail calendar: Easter.

On page 18 we have suggestions for boosting your confectionery sales with premium lines and those all-too-important impulse purchases, and don’t forget your hot cross buns!

This issue also contains fantastic advice from some of our national retail award winners. If you’re looking to improve your customer service, expand your range or embrace social media, turn to page 36 for some top tips from retailers who have been named the best in the UK. With food-to-go increasing in popularity, we have an at-a-glance summary of what you need to know about food hygiene to ensure you meet all the standards required to keep your food safe and your business booming (see page 53).

As always, I want to hear from you. Do you have a suggestion for a story, or would you like us to visit your store? Do you have any tips or great ideas that you’d like to share with other retailers or have any tips you’ve read about in here paid off for you? We’d love to hear from you, so please get in touch.

Stuart Johnson Retail Controller, Landmark Wholesale

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get in touch, share your news If you have news, top tips or ideas for features, get in touch with Retailer Matters.

Just email

retailermatters@ madebysonder. com

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Contents 36

20

18

43 Store profile

53 food hygiene

07 N eed to know

All you need to know to keep your store standards i n tip-top condition

The latest news and views from around the industry

60 Your guide to. . .

13 ones to watch

… keeping it legal

The latest product releases, including one retailer’s bestsellers list

62 t he lowdown Fast facts about new store formats

18 Spring time

Mick and Suki Bains are passionate again about retailing and it’s all thanks to a brand-new look and feel for their store courtesy of Lifestyle Extra

Getting you prepared for the Easter rush

20 Store profile An insight into the role of a small village store – there’s more than meets the eye

13

on the cover Thanks to cover star Suki Bains, from Fallings Park Store, Wolverhampton (p43)

29 hot drinks

All the reasons why you should offer hot-drinksto-go and how to do it

36 Retailer advice

Some of the UK’s best retailers share their tricks of the trade with you

49 Ctheonsult experts

How to improve your business from an unexpected source

55 Pets

Why not to overlook your pet care section in store

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Need to know Holding out for a WHEN IT COMES TO putting customers first, one Lifestyle Express retail manager really does deliver.

Janette Tucker, who is the manager at Lifestyle Express Winscombe, a few miles east of Weston-Super-Mare, has been named as the first Independent Retail News’ Unsung Hero for 2016 for the incredible work she carries out in the community and in store.

CUSTOMER FIRST

Since joining the store in 2014, Janette has instilled a firm focus on customer service for her five-strong team. They centre a lot of attention on the needs of their many elderly customers, including a personal shopping service where customers come into the store, hand over their list, take a seat and all of their items are selected, packed and even carried to the car.

The store also offers a newspaper delivery service (where newspapers come with a

What’s hot … top of the pops Popcorn is the go-to snack for those wanting a healthier treat.

Brits spent more than £114m last year, a 30% year-on-year growth.

sales on the up

cheery drawing or note) and staff are quick to check up on elderly shoppers that they might not have seen for a while. They offer a dry-cleaning and laundry service, which has proved a lifeline for some residents nearby, and think nothing of sending regular customers flowers if they’re celebrating a milestone or are unwell.

And it’s not just the elderly who get support from Janette and her team. The primary school benefits from a regular visit for story time, plus donations of books.

It’s clear that the store has a well-earned reputation as the hub of the village.

GOING THE EXTRA MILE FOR CUSTOMERS John Drake, Head of Convenience at P&G, sponsor of Unsung Heroes, said: “Janette’s dedication and commitment really encapsulate what Unsung Heroes is all about. She lives and breathes what makes the independent retail sector so special: to always put her customers first and go the extra mile to exceed expectations.”

Lager loses its fizz to ale sales More beer drinkers turned to ales and craft beers last year, according to market analysts.

The research by Mintel discovered that 49% of beer consumers drank lager in 2015, compared to 54% the year before, with 3.15 billion litres consumed in 2015

compared to 3.18 billion litres in 2014. In total, lager sales have fallen by 8% over the past five years.

However, sales of ales grew by 2% between 2014 and 2015, to reach 913 million litres with about 20% of drinkers now consuming craft beers. Indian Pale Ales and golden ales are also seeing growth.

Retail growth is increasing with 41% of retailers surveyed reporting sales in January 2016 were up on January 2015. According to the IGD, symbol group stores sales growth looks set to continue in 2016.

Winning combo The Rio Olympics and Euro 2016 look set to drive up sales this summer. Use promotional offers to attract those enjoying the big match, race or game.

What’s not…

Sugar baddy According to the NHS chief executive, shops are fuelling the nation’s obesity crisis by selling confectionery and sugary drinks.

Marked card It pays to be on your guard when it comes to payments.

Card fraud cost retailers more than £50m in 2014.

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Need to know

Overcome the challenges

them shopping elsewhere.

ALL RETAILERS know that when Remember, shoppers are often it comes to staying in business, you on a grab-and-go mission. can never stop trying to improve.

Interrupt and inspire shoppers with Whether retailers are faced with the bigger and bolder displays that multiples, discounters or other local really catch the eye. independent retailers, the pressure Offer the latest promotions and is on to attract and keep customers. always use the POS provided to Stuart Johnson, Retail Controller, grab the attention of shoppers and has these tips for Lifestyle Express really drive home your message retailers to make the most of the about offering great value. opportunities that lie ahead. “It’s When it comes to retailers faced essential that retailers are always with a discounter right on their thinking ahead and spend time doorstep, Stuart has the following getting to know what their words of advice. “While discounters customers, and the local area, need.” are great for value, there are a number of areas they don’t do well.

STUART ’S TOP THREE does pay for retailers to TIPS FOR RISING TO THE It really e on areas such as capitalis CHALLENGE newspapers, tobacco, confectionery, as ge Ran Don’t forget Core impulse soft drinks and chilled these are the products your beers, ciders and wine that customers want and need. You need discounters don’t deliver well.” to have them on your shelves to stop

2

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Returning for convenience Did you know?

25%

of all e-cigs could be banned under the EU Tobacco Products Directive in May 08 retailer matters

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SHOPPER HABITS continue to evolve as the UK economy recovers from the recession and it’s local convenience stores that look set to benefit from the changes.

A new report from Shoppercentric shows that nearly 40% of shoppers chose to use a convenience store for groceries in the past month. More than a quarter of shoppers said they shopped locally because of time, while 18% said that they were now shopping little and often.

In the

know James Lowman, Chief Executive at Association of Convenience Stores, talks local political power

W

e will look back on 2015 as a landmark year in politics. But just when you thought that election season was over, we are now looking at a bumper year of Scottish, Welsh, local council and potentially European referendum votes that could have just as big an impact on your business. This government is committed to giving councils powers to make decisions on the local economy, planning, investment, licensing, and even public health.

Sunday trading and business rates are both being driven by this. Despite the radio silence on Sunday trading, it is still on the government’s agenda and we are actively campaigning against changes to the rules. Your help is crucial to fighting the changes. Find out more atkeepsundayspecial.org.uk At the Conservative Party Conference last year, the Chancellor announced the ‘end of the uniform business rate’, allowing councils to set and keep the rates income that they generate. We’re yet to see any proposals for your rates bills to be set locally. The only firm policy change is for councils to get the power to increase rates to fund infrastructure projects.

With more decisions than ever being made locally, it’s crucial that you engage with local decision makers to educate them on the importance of your business to the local economy and community. We’d love WHAT O to hear about the DO YOU D OUR Y IN things that you ITY? COMMUN currently do in your us Tweet lshops @ACS_locall community. Contact or ca 5001 51 01252 us and let us know.

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Need to know

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❄ Frozen sales ❄ ❄ heat up FROZEN FOODS HAVE enjoyed another successful 12 months of growth and there are no signs of their popularity slowing down.

According to Kantar Worldwide, the frozen food market is now worth £5.8 billion with frozen confectionery, ready meals and pizza sales all seeing year-on-year increases.

Frozen foods still represent a fantastic opportunity for convenience retailers,

with customers looking for frozen foods that are high quality, convenient and good value.

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Staff pay price for pay hike According to new research, as many as 30% of convenience store retailers will have to make significant changes to their businesses as a result of April’s increase in wage rates.

A new survey by him! Research and Consulting polled 300 retailers, revealing that 3 in 10 will be significantly rethinking their staffing levels as a result of the increase. The pay rate for over-25s is jumping up from £6.70 per hour to £7.20, as part of the National Living Wage.

Of the 30% of retailers who are looking to make changes, 20% will be reducing staff numbers and 80% will be cutting the hours worked by staff.

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Ones TO watch Our round-up of new products to keep an eye out for in your depot

Chile comes to UK Viña Anakena is an award-winning Chilean winery whose wines are sold in more than 50 countries. The Birdman Series has just launched in the UK and will be available as a Sauvignon Blanc, Merlot and Cabernet Sauvignon RRP £5.99, 75cl

Sparkling addition

Volvic’s Touch of Fruit Sparkling range is being expanded with the launch of new pack formats for its two bestselling flavours. Strawberry & Raspberry and Lemon & Lime will both now be available in 500ml PET bottles, combining lightly sparkling Volvic mineral water with natural fruit flavours, sugar and sweetener from a natural source.

RRP 95p, 500ml

Egg-stremely naughty and nice Tapping into the appeal of the Creme Egg at this time of year, Cadbury has reissued big-seller Creme Egg Biscuits following last year’s bumper sales of £1.7 million. Now available as a price-marked pack with POS for retailers, but only until Easter Monday. RRP £1

Packet in!

Walkers has introduced a no-fuss solution to the sharing snacks segment – a crisp packet that functions as a bowl. The new Tear ‘n’ Share range features some of Walkers’ best-loved flavours and offers an innovative alternative to traditional sharing bags. RRP £1.99, 150g

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Ones TO watch Watch the game with a Bud The second biggest premium lager in the world, Budweiser, saw more than 15% sales uplift in convenience during the football season in 2015.

Think ahead for this year’s sports fixtures, including UEFA Euro 2016 in June. RRP £6, 6x300ml bottles

Head to the bar Kellogg’s has launched two new premium snack bars for those wanting to breakfast on the go. The bars, Nutty Chewy Bar and 5 Grain Muesli Bar, are both supported by a £2m marketing campaign.

RRP 69p

my big sellers Manjinder Singh, Lifestyle Express Parkhill Convenience, Wednesbury At the moment I’m offering large bags of Haribo, Maltesers, Minstrels and Revels all on offer at £1 per bag and so the local kids are in here regularly stocking up.

I’ve got an offer on with Pepsi Max where customers can buy one 2-litre bottle for £1.99 or two for £2.50, which has been so popular I’ve had to go back to the depot and stock up on more.

I also stock up on 15-pack cases of Carling and Fosters, which I always have on offer for £10, and these remain my most popular product as word has spread. For me, it definitely makes sense to offer promotions on the big names to attract customers into the store.

Return of the Mac The humble Pot Noodle has seen great success following its 2015 You Can Make It advertising campaign.

Tapping into the cheese flavour trend, Unilever has just launched a new Pot Noodle Mac & Cheese Flavour in its trademark convenient format.

RRP £1.09, 90g

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Guilt-free tipple 7Up Free Mojito offers the flavour of lemon, lime and mint, perfect for cocktail lovers who want to stay on the soft drinks. No alcohol or sugar. PMP 99p, available in 600ml PET bottle

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Ones TO watch all set for pets Our Lifestyle Chunks In Gravy dog food and Lifestyle Chunks In Jelly cat food from the Value range are sure to fly off the shelves. The 400g tins offer a competitve value solution for pet owners on a budget. PMP 55p, 400g

Grown-up treats

What is your flavour?

Burton’s is launching two exciting new flavours into its Fish ‘n’ Chips range for eight weeks and the public have to choose the winning flavour to join the range permanently. The new flavours, Brown Sauce and Red Sauce, will no doubt delight customers thrilled by the snack’s remarkable comeback. RRP 50p, 40g

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Following its launch in the multiples last autumn, Cadbury Amaze Bites are now arriving in convenience stores and are perfect for grown-up shoppers looking for a treat.

Available in three flavours, Double Chocolate Brownie, Chocolate & Orange and Chocolate & Mint. Site them next to cake fixtures and Big Night In offers.

Advertising hits TVs later this year. RRP £1.99

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Focus on spring

Prepare for

eggcellent s

Spring signals plenty of innovation and new lines,

E

aster provides a wide range of opportunities to drive in-store sales and while confectionery may be the first category to spring to mind, take the opportunity to promote your non-food categories as well.

MID-TERM TOP-UP

The school Easter holidays kick off just before the start of spring, so boost footfall by delivering great offers on items for kids.

Consider a brightly coloured fixture for stationery, such as colouring pencils, notepads and rulers, ready for the new term. Be sure to use POS in your windows or shopfront to let passers-by know what you have in store.

GET-TOGETHERS

The Good Friday bank holiday kick-starts the Easter weekend, with many families gathering to make the most of the time off.

Sharing bags will be a must-have for those catering for visitors, so group together bags of Doritos, Mini Cheddars, KP Nuts and Pringles on a promotional end to encourage

your customers to pick up a selection.

Consider offering some chilled or ambient dips alongside them to boost basket spend.

Adding to your light lunch selection, why not try a 3-for-2 deal on deli-style pastry snacks? Wall’s Slices and Sausage Rolls are a great grab-and-go option that can be served hot or cold and straight from the packet.

While confectionery may be the first category to spring to mind, DISH OF THE DAY take the Sunday traditionally features a hearty opportunity to Easter roast dinner, and while your store may not promote your sell cuts of meat, you can boost basket spend by offering the essential accompaniments. non-food Consider disposable dishes – ideal for categories cooking large portions of meat or vegetables. to boost Lifestyle Value Kitchen Foil was the fourth bestselling item from the Lifestyle Value incremental range in 2015, so go to town on promoting sales this it. To gain even more traction, merchandise Easter Lifestyle foil alongside branded foil to emphasize the great value of your offering.

A good roast dinner is not quite complete without the condiments. We recommend Colman’s Classic Mint Sauce in our Core Range as a kitchen cupboard staple. Bisto

Stock up for a family meal. . .

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sales

ew lines, so get your confectionery prepped for the sales rush Chicken Gravy Granules and Bisto Gravy Granules are the most popular dressings for roast dinners. Using POS to group these items together will encourage shoppers to pick up all the essentials in one go.

DON’T FORGET SWEET TREATS

Desserts are a top shopping mission around Easter time, particularly hot cross buns.

Stock up on these tasty treats and consider positioning a fixture in a prime location stocked with hot cross buns and Hartley’s fruit jams. Fruit jams are the perfect partner

Lifestyle Value Kitchen Foil was the fourth bestselling item from the Lifestyle Value range in 2015 across all our stores, so go to town on merchandising over Easter

And for afters. . .

for the currant-filled bun and are a great way to boost your incremental sales.

Confectionery is a category that sees major investment in the run-up to Easter.

Mondelez International has spent £10 million on its Cadbury Easter 2016 range, featuring a brand-new offering – the Bunny Vanilla Mousse Treat. In the chocolate snack-size category, the bunny will be accompanied by Mars’ inimitable MaltEaster Bunny, available in treat size, sharing and multi-pack formats.

Cadbury has invested in its Creme Egg range by giving retailers the chance to win Love2shop vouchers by uploading selfies with their Cadbury Creme Egg Gooless displays to deliciousdisplay.co.uk.

The visual appeal of your confectionery fixture and great availability of products is key to maximising the effectiveness of this category. The Easter gifting fixture needs to be clearly priced and fully stocked. And remember that it’s important to showcase, premium, impulse and value Easter goodies for all your customers and their various shopping missions.

tips for cheery sales price all your products clearly With so much choice across confectionery, make it easier for customers to complete their shopping mission by labelling all your products. Merchandise your products according to the Lifestyle Express planograms to make sure your offering is easy to navigate.

make sure you Stock the bestselling lines For maximum sales potential, it’s essential to stock Cadbury Creme Egg, Cadbury Mini Eggs, Cadbury Buttons Egg and Nestlé Smarties Egg. Impulse snack-size buys, such as Mars’ MaltEaster Bunny, should be on your list too. While large gifting eggs are popular, if space is limited, go for sharing bags of mini favourites and single impulse buys.

prioritise key categories Cash in on the seasonal events, such as Easter Sunday roast dinner, by merchandising condiments, disposable foil trays and gravy.

key dates for your calendar n Spring Sunday 20 March to Sunday 19 June n Good Friday bank holiday 25 March n Easter Sunday 27 March n Easter Monday bank holiday 28 March n School Easter holidays Friday 18 March to Sunday 3 April (depending on region)

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Store profile

“Our customers rely on us to always have what they need, so it’s down to us to make sure we deliver” The role of a small village store goes far beyond selling milk and bread.

For Lifestyle Express Writhlington, with its new look and extended lines, it’s about providing everything local residents could ever need ➥ 20 retailer matters

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Store CV Name Lifestyle Express Writhlington

Time with Since November 2015 Lifestyle

Express Staff Nine Features PayPoint,

CollectPlus, Lottery, newspapers, off-licence

Bestsellers LSV, newspapers, confectionery, food-to-go

Nearest Several stores in neighbouring village, competition 2 miles away

Trading times 7am-10pm,

7 days a week

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Store profile

T

o say that the Lifestyle Express store in Writhlington, Somerset, is a lifeline to its many regular customers is an understatement.

With a large number of local people who can’t easily get to other stores within walking distance of its doors, it’s essential that the store always meets the needs of its customers. And luckily, thanks to Amy Tucker, who manages the store, and her team, this is exactly what the store does every single day.

“We have a lot of regular customers who come in daily and we know they rely on us to have all the things they need,” said Amy. “They don’t have transport and there are

no other stores nearby for them to get to easily, so it’s down to us to ensure they don’t go without their essentials.” But the team at Lifestyle Express know it’s about far more than that.

“We have a lot of regular customers. For all of us who TAKING TIME TO TALK “While it’s crucial for us to have the work here, products people need, it’s also about being a friendly face and passing the time of retailing is about far more day with customers who might not see anyone else all day,” said Amy. “We have than groceries” some regulars who come in two or three times a day, buying an item at a time, and we always take the time to chat. For all of

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Store profile

Amy’s bestseller basket us who work here, retailing is about far more than groceries.”

Dan Stenning, Retail Operations Manager for L&F Jones, the wholesaler which owns the store and 11 others locally, agrees completely. “This store is a really special one as it’s all about the staff we have and the relationships they’ve developed with their regulars. While convenience stores are about offering the items customers want, it’s also about offering a service, and this team really excel when it comes to service and doing the right thing by their customers.”

A BROAD CUSTOMER BASE

The customer base of the Writhlington store is varied, from elderly residents to parents with young children or the local schoolkids that swarm into the store before and after school. As it’s on a busy main road, the store also attracts a lot of passing trade, so is constantly buzzing with activity.

The popularity of the store has never been greater, despite being part of the local community for the past 35 years plus. This is partly due to the staff but also due to the complete overhaul L&F Jones gave the store in November 2015 to rebrand it as a Lifestyle Express store.

“It was the ideal time to look at what already worked well and identify what opportunities there were to take the store to 24 retailer matters

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the next level,” said Dan. “We know chilled is a huge area of opportunity for convenience stores and in particular for us, with so many customers on our doorstep that don’t want to shop anywhere else. So when we designed the new store we knew we needed a much bigger area for chilled and fresh foods, as well as soft drinks and confectionery, which were already big sellers.”

The introduction of the chillers has been an inspired decision as already the new lines, including ready meals, fresh pizzas, fresh meat, dairy products, snacks and essentials such as cheese and milk, are selling fast.

“Now customers can come in to get their tried-and-tested favourites, such as cigarettes, newspapers, milk and bread, but they can also get all the ingredients to make ➥

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Store profile

“We’ve just introduced hot drinks and we’ve been amazed by how well they’re going. The new look is definitely appealing”

WOULD YOU LIKE YOUR STORE TO BE FEATURED? Let us know. Get in touch. retailermatters@ madebysonder.com

their meal for that evening, or family favourites, such as spaghetti bolognese,” said Dan. “We’d hoped it would be popular and so far sales have been excellent.”

CONSTANT BUZZ

One reason for the store’s constant buzz is students from the local secondary school, who come in droves before and after school and at lunchtime. “We can go from having a store with three customers in to more than 30 in the space of just a few seconds,” said Amy. “They come in for chocolate, crisps, sweets and soft drinks, but our food-to-go range is hugely popular. We have Rollover Hotdogs, Bake and Bite hot snacks, as well as chilled snacks and sandwiches. In fact, the hot pasties, pies and sausage rolls are always sold out by early afternoon.”

Dan agreed: “It’s not just the schoolkids who like them, local builders and workmen are huge fans of the hot food-to-go too.

We’ve just introduced hot drinks and we’ve been amazed by how well they’re going. We expected schoolkids to stick with their favourite soft drinks, but we’ve found that they’re choosing hot chocolates and lattes.”

The new look is definitely appealing to customers, old and new. “Since we’ve refurbished the store, it’s given the local area a real lift,” said Amy. “There’s a lovely new housing development being built just yards from us, and our new-look store with its gleaming signage gives a fantastic first impression for people coming to look at the new houses. Plus, the builders working

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amy’s top tips...

Know your stock Identifying categories that sell well means that you can cater for your customers’ needs.

Be flexible If customers want things we don’t currently stock, we’ll always get them in and give them a try. If one person wants it, there’s always a chance others will too.

always look ahead What could your store do better? We knew chilled and fresh were a real area of opportunity for us, so we’ve devoted more space to both and our sales are showing it was the right decision.

there are loving the store and visiting every single day.”

And it’s not just the locals who are loving the new-look store. Amy and her team of nine members of staff are too.

“It’s just wonderful to feel so proud of where you work,” she said. “We’re all so delighted with the look and feel of the store, and with our extended range and new lines, it feels like we’re giving something back to the customers who use us and rely on us to do our best for them.”

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hot

Hot drinks

FEELING

hot

hot

T

he UK is well known for its long-standing love affair with tea, and despite the soaring popularity of coffee and other hot drinks, this shows no sign of waning. The tea category is worth more than £591 million, with some big brands competing for space on your shelves.

When it comes to stocking up, the first port of call has to be Lifestyle Express’s Core Range and planograms. This way you’re guaranteed to have the range of hot drinks, branded and own brand, that your customers are looking for.

EXPLORE ALL TYPES OF TEA

Why hot drinks, both on the shelves and to take away, are delivering steaming sales in stores

When you think of tea, it’s all too easy to focus on the big names, as traditional black teas account for more than 70% of volume sales. However, do remember the ‘healthy’ options such as decaffeinated, green teas, and fruit and herbal variants as these are key to growth and are worth exploring.

PG Tips introduced three new flavours to its existing range last year: Zesty Lemon & Ginger; Vibrant Blackcurrant; and Delicious Cranberry & Apple. The combination of these flavours and the well-known name has led to an impressive sales increase.

There are also the speciality flavours to consider, such as Earl Grey, which are also growing in popularity. Twinings has taken the flavours of their products to a whole new level with the launch of a range of Sweet Green Teas (Cherry Bakewell, Gingerbread,

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Hot drinks

FANCY A COFFEE?

With the UK’s love of coffee shop culture, it’s no surprise that the coffee market is now worth in excess of £1 billion. And, as consumers enjoy the taste of freshly ground barista-style coffee, coffee companies are on a mission to produce new, innovative and more premium products.

However, while shoppers want great quality, they’re also mindful of which products offer the best value. Like many categories, coffee is an area where customers remain loyal to a particular brand and if you want to tempt them into trying something new, it has to be at a great price.

Despite this, more than a third of coffee sales are classed as premium products.

Nescafé launched Nescafé Gold Blend Barista Style, which gives consumers the chance to trade up, and so far, more than one million households have bought into it.

It definitely pays to provide your customers with options when it comes to personal taste, preference and budget.

SOMETHING DIFFERENT

With the hot chocolate UK drinks market now worth more than £100 million, it pays to ensure you’re selling the right products.

Mondelez has the majority market share, with 53% of volume sales, due mainly to Cadbury and the more premium offering, Green & Black’s. Cadbury offers a wide range of products, such as Drinking Chocolate and Hot Chocolate Cocoa, as well as its Highlights low-calorie options.

Often an impulse purchase, make sure you remember to stock up on single-serve sachets to offer customers additional choice.

Consider offering these as a multi-buy to drive up basket spend in your store.

Also think about creating displays and promote cross-selling opportunities with a magazine, newspaper, confectionery or biscuits.

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cash in on coffee “With 36% of consumers regularly eating and drinking on the go in convenience stores1, it is clear that a convenience revolution is fast taking hold. This poses a huge opportunity for convenience stores to cash in on coffee,” said Lynn Little, Category Business Unit Lead for Standard Ingredients at Nestlé Professional.

Only 13% of consumers who currently buy breakfast to go from a convenience store also buy a hot drink2, presenting a considerable opportunity for retailers to cash in on selling coffee. If you’re looking to install a machine, Nestlé Professional® is easy to use and delivers high-quality coffee every time.

Option 1: Nescafé&GO® The latest Nescafé&Go machine is a great value-for-money option for retailers selling up to 20 cups a day. This entry-level, compact machine is easy to use and maintain – you simply take it out of the box, plug it in and start earning money straight away. Customers have the choice of up to 11 drinks, including Nescafé Gold Blend®, Nescafé Cappuccino, Aero® Hot Chocolate, Tetley Tea and three Maggi® soups, as well as the new latte. It costs £99, and stores can earn a return in weeks and are not tied into long contracts.

9%

of consumers now order drinks to go at least once a week

Option 2: NESCAFÉ Alegria Retailing at just £1 a cup – and filling the gap between entry level and barista coffee – Nescafé® Alegria can deliver up to 15 quality cafe-style coffees, including cappuccino, latte, mocha and espresso, all from the same coffee cartridge. The Nescafé® Alegria range offers stores an opportunity to drive profit by selling just four cups of coffee a day3. Quick and easy to operate with virtually no training time, the machine is flexible to fit within whatever space is available.

1. him!, 2014 2. him! Food to Go, 2014 3. Based on a 10oz ingredients fill for a 12oz Latte Cup. RRP assumed at £1. Resale prices remain at the sole discretion of the retailer. 3 drinks per day revenue covers the cost of the ingredient and a Nescafé Alegria 6/20 CafeCare fee for 1 day. Pricing correct on 04/03/2015.

Fudge Melts, Caramelised Apple and Salted Caramel), while a range of whole leaf mesh tea bags will be launched later this year in Nutty Chocolate Assam, Green Sencha, Bollywood Chai Latte and Popcorn Tea flavours.

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Retailer advice

What does it take to be

top of the shops?

Have you ever wondered what makes a retailer truly exceptional? At Lifestyle Express we have several award-winning retailers who have been named as among the UK’s best. Whether this is for responsible retailing, customer service, digital engagement or overall retailing excellence, here they share the tricks of their trade 36 retailer matters

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Nicky Kaur

N

icky Kaur was named as Drinks Retailer of the Year at the Retail Industry Awards 2015 as a result of her fantastic store, Drinks Express Anchor Wines in Aldridge.

Her store won praise from the judges for range, promotions, pricing and customer service, all of which are overseen by Nicky and her children, who help her run the store.

NICKY’S TOP TIPS FOR DRINKS RETAILING n STAY INFORMED

I’m an avid reader of the trade press, which means I’m always keeping a close eye on emerging trends. Whenever a new product comes out, I’ll have it for my customers to try. So when fruit-flavoured ciders first came out, customers knew they could come to my store and I’d have a large range of different flavours for them to choose from. Customers know this is a contemporary, forward-thinking store that always has the perfect blend of products: traditional favourites and innovative new products.

n OFFER SOMETHING DIFFERENT

While I make plenty of space for the bestselling brands, it’s essential to offer something new that isn’t easily available elsewhere. I stock all flavour variants of bestselling spirits like Absolut, as customers have a favourite and want the reassurance they can always get it here. Last year I introduced Royal Dragon vodka, which has sold really well despite being a new brand, but customers like to try something different.

n KNOW YOUR STUFF

I pride myself on knowing my customers and the local area, plus I keep a close eye on the competition. A significant percentage of my customers are regulars and I know they stick with their tried-and-tested favourite products, so I’m always mindful of stock levels and never, ever run out. Never give your customers a reason to shop elsewhere.

n PROMOTIONS ARE KEY

I always look to have at least five of my popular products on promotion. Not only does this keep customers happy but it also attracts new customers too as I advertise these offers outside the store. It’s also essential to offer customers a value alternative, such as Prince Consort, which sells brilliantly.

Don’t be tempted by poor-quality brands though, customers won’t appreciate it and won’t be back to buy again.

n REMEMBER THE EXTRAS

You can’t go wrong by offering bottles with fancy boxes or in different bottles or formats. If you know spirits sell well in your store, branch out a little when it comes to making them look like gifts, with wrapping, cellophane, boxes, bags, tags and ribbon.

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Retailer advice “Having a social media presence and an active website is a real area of opportunity for convenience retailers. It really pays off with customer engagement and interaction. It’s a brilliant way to spread the word about promotions”

Calum Duncan

C

alum Duncan and his parents run a Lifestyle Express store in Kincraig, near Aviemore, Scotland, and they were awarded two titles in 2015: Best Use of Technology at the Scottish Local Retailer awards; and Best Digital Engagement at the Independent Achievers Academy awards.

“It was amazing to think such a small shop from a small village could win against stores right across the UK,” said Calum. “These days, I think having a social media presence and an active website is a real area of opportunity for convenience retailers. It’s not rocket science but you do need to dedicate time and effort into creating and developing an online presence, but it really pays off with customer engagement and interaction. It’s a brilliant way to spread the word about promotions, offers, new products and community news. Our customers love our website and our Facebook page, and it’s helped cement our role in the community.”

CALUM’S TOP TIPS FOR DEVELOPING AN ONLINE PRESENCE FOR YOUR STORE n GET A WEBSITE

If you don’t have a website, set one up and maintain it yourself rather than go for a deal that involves someone else updating it at a cost – that would be a big cost to your bottom line. Shop around – there are DIY sites that you can use to get something basic up and

running. Even a page with your address details, how to contact you and opening hours is better than nothing.

n UPDATE IT EVERY SINGLE DAY

No one likes to see old news or an empty page.

n TALK TO YOUR CUSTOMERS

Remind them that you have a website and social media. Ask if they’ve liked your Facebook page or are following you on Twitter.

Explain why they should, such as finding out about special offers or promotions on their favourite products.

n FACEBOOK IS A FANTASTIC STARTING POINT

Create a page for your store with details of offers and promotions, new suppliers and products and use it to engage with your customers and local community. Don’t be upset if you get a negative comment on Facebook – respond in a professional and positive manner and people will be won over.

n ALWAYS LOOK AHEAD

We were the first convenience store in Scotland to be online with WeDeliverLocal.co.uk and that really impressed the judges. You always need to look for opportunities to do things differently.

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Retailer advice

Bay Bashir

A

fter taking home three national awards in 2014 for responsible retailing, last year Bay Bashir, of Lifestyle Express Belle Vue Convenience in Middlesbrough, won Best Customer Service at the Independent Achievers Academy awards.

BAY’S TOP TIPS FOR DELIVERING EXCEPTIONAL CUSTOMER SERVICE n MAKE THE MOST OF YOUR STAFF

They’re the eyes and ears of your store and I know they’re my best asset. For me, knowing that my customers are receiving the best possible service is critical to the success of my business, and so I invest significantly in staff training to ensure all staff deliver the very best possible service.

n BE FRIENDLY

A high proportion of our customers are regulars and we make a point of greeting them by name. As all of the staff are local, it creates a warm, welcoming and friendly store as we’re an integral part of the community. Lots of our customers live alone and we know we may be the only people they see that day, so we always take the time to ask them how they are and pass the time of day with them.

n ALWAYS DELIVER

Customers rely on us to deliver great value and fantastic promotions. I’m constantly asking for feedback and customers know I’ll always act on it. In response to customer feedback we’ve added new lines, trialled new products, carried particular promotions and even added or expanded sections of the store, such as frozen or meal-fortonight. We’re always talking to customers about what they need from us to ensure we can deliver all that and more.

n GO THE EXTRA MILE

We have a number of elderly and housebound customers and we support them as best we can with home deliveries or doing their shopping for them. There’s always a member of staff free to walk someone home with their shopping and for a few housebound customers, we’ll even go to other stores to buy the items we don’t stock.

n COMMUNITY SPIRIT

We actively support numerous local good causes, sponsoring youth football teams, school teams, and holding raffles and donating prizes or products to local charities or events, even sending a whole team’s football kit to a football-mad Indian orphanage. There’s no cause too big or too small – if I can help someone in any way, I will. I know our store makes a big difference to the community and my customers respect that too.

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n The Bains have upheld the retail heritage of Fallings Park, previously operating as an AF Blakemore store 100 years ago

STORE PROFILE

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Store profile

Store CV Name

ifestyle Extra L Fallings Park Stores

Time with Eight years Lifestyle Express Four, including Suki Staff and Mick

Features Off-licence, Payzone,

Amazon parcel shop, PayPoint, National Lottery

Bestsellers Four-pack lagers,

LSV, fresh bread, fresh milk, Lifestyle Value dog food

Nearest Less than one minute’s walk away competition Trading times 6.30am - 11pm, seven days a week

F

or Mick and Suki Bains, working with the Lifestyle Express team to overhaul their store in Wolverhampton has made them fall in love with their store all over again.

“We both have retailing running through our blood,” admitted Suki. “But, like anything else, when you’ve been doing the same thing for years, it can start to feel ordinary. Since the refurbishment, it almost feels like I have a new job – I can’t wait to open up every morning.”

NEVER LOOKED BACK

The couple, who run Fallings Park Stores, previously known as Dhillon’s Wines, have owned the store for 14 years. Originally owned by AF Blakemore more than 100 years ago, the couple joined Lifestyle Express back in 2008 and have never looked back. However, over the past few years, other convenience stores have opened up right on the couple’s doorstep and that’s tempted customers away and threatened the future of their store.

“We knew that if we wanted to continue to run the store, we had to make some changes,” said Suki. “With so much competition within walking distance, we recognised that we had to give our 44 retailer matters

customers a reason to choose us over other stores. Although we have a loyal customer base, no one can afford to rely solely on goodwill – you have to offer more.

Providing the items that customers want is critical, and our small store was struggling to compete.”

Both Mick and Suki knew that they

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Suki’s bestseller basket

wanted to stay with Lifestyle Express and when Adrian Nichols at Blakemore first mentioned Lifestyle Extra – the new format from Lifestyle Express – the couple knew that it ticked all the boxes.

“We’d wanted to make some big changes for a long time, and when Adrian and the Lifestyle Express team first mentioned the new format, it matched what we wanted to achieve,” said Suki. “We wanted a new contemporary look and feel for the store and, essentially, we wanted to add a more comprehensive chilled and grocery line, so Lifestyle Extra seemed perfect.”

USING EVERY INCH OF SPACE

Determined to gain as much space as possible, Suki and Mick worked with the Lifestyle Express team to extend, taking space from next door, a downstairs bathroom and the store room. Every extra inch in the store has been put to good use.

“We had strong ideas about what we ➥

“When Adrian and the Lifestyle Express team first mentioned the new format, it matched what we wanted to achieve. We wanted a new contemporary look and feel…

Lifestyle Extra seemed perfect”

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Store profile

suki’s top tips...

“We used the Lifestyle Express Core Range… then added extra items based on what we knew our customers wanted”

Always be friendly It sounds so simple, but you’re not allowed to have an off day. Your customers rely on you to always provide a smile.

Try something new If you stick to the same things all the time, customers will get bored and you could be missing out on a great seller.

know your strengths Be objective, identify what you’re good at and what sells well and use that to your advantage.

customers wanted and what we thought they might like. So far we’ve been absolutely spot on!”

The additional space has allowed Mick and Suki to expand their range of products by around 20%. In particular, introducing 2.5-metre chillers has let them drastically increase chilled and fresh offerings.

“Before, we would stock one butter, one margarine, one ham, and so on. Now, with the additional space, our customers are spoilt for choice.” wanted but when we talked to Craig Bourne, our Business Development Manager, he came up with his own suggestions and they were brilliant.”

As Mick and Suki were starting again from scratch, they were able to take a step back and think clearly about what their store needed to offer.

“We looked at what the area needed, talked to customers and examined the products that already sold really well and this formed the basis for the decisions we made around stock,” said Suki.

“We used the Lifestyle Express Core Range as the base, then added extra items based on what we knew our 46 retailer matters

EXCEEDING EXPECTATIONS

Both Mick and Suki agree that their new-look store has more than exceeded their expectations.

“I expected it to look brilliant, but this is something else. The red promotional ends are really eye-catching, and instantly attract customers, while the new signage is professional and modern. We love it, but most importantly so do the customers and it’s their opinion that counts the most,” said Suki. “We’re attracting new faces every day, so couldn’t be more delighted with the way the store looks and feels, and we know we’re giving the competition a real run for their money.”

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The experts

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The experts

A: Collaborated with suppliers

S

witched-on retailers wanting to tap into their store’s potential are calling in the help of the experts: their suppliers. And retailers really are spoilt for choice.

For advice on tobacco, Imperial Tobacco works with retailers to help them understand the many legal changes about to hit the sector with its Partnering for Success programme. Through its Youth Access Prevention Scheme, JTI runs test purchases in hundreds of stores to identify those ‘at risk’ of selling to underage customers. It also runs the ARTIST programme, which encourages best practice around availability, range and staff training.

FEEDBACK AND ADVICE

PepsiCo launched its Walkers Counts for More website, a platform that offers category advice, tailored planogram information and rewards retailers who engage with the advice. Last April, United Biscuits launched a retailer Ambassadors Club, a 12-strong panel of independent store owners who meet quarterly to provide feedback to United. This is then incorporated into the advice given to retailers by United’s team of reps.

Mondelez has developed an online platform, Delicious Display, which retailers can use to access the latest news, planograms, display materials and more. Ferrero provides similar through a trade site for UK retailers.

One of the most widely recognised supplier initiatives is Heineken’s Star Retailer programme. Heineken states it’s likely to grow a retailer’s sales by at least 12%. The programme includes rep visits and telephone support, as well as access to a website that tracks retailers’ progress and provides category advice. Retailers are rewarded for following guidance on core range, category share of space and brand share of space.

So with all of this priceless product, range and sales advice just waiting to be tapped into, what are you waiting for? Two retailers have put some of these schemes to the test, with impressive results.

12% 50 retailer matters

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The amount Heineken is likely to grow a retailer’s sales by, which could be worth an additional £5,500 to the average store

‘‘

We followed Heineken’s advice and have been given a Gold Award

“We decided to take part in the scheme as our Retail Development Manager suggested having a go and were happy to give it a try – especially if the advice was going to boost sales of our beers and ciders.

“The Heineken team came out and they re-merchandised our chillers completely.

Since then, we’ve not changed a single thing as the new set up works so well. It flows together so beautifully and customers can find exactly what they need easily, which makes their shopping experience so much better than before – when products were mixed up and they had to really look to find what they wanted.

Our chillers are now packed with the products people want, which works brilliantly for regular shoppers and for passing trade, who pop in for a particular product.

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“We now prioritise the fastest-moving lines, rather than trying to squeeze in lots of variety, and as space in the chiller is at a premium, this ensures we don’t have issues with availability on the bestsellers. We followed the Heineken advice and information to the letter and have been given the Gold Award in recognition of our commitment to the category. We started to see a difference in our sales immediately and our sales are still increasing now.

“We first got involved nearly a year ago, and the Heineken team still visit regularly to check on our progress. We’re delighted to be involved and apply some of the things we’ve learnt to other categories too.”

Bobby and Raj Singh, Lifestyle Express Newhouse MiniMarket, Kilbirnie

‘‘

We work with a number of suppliers as part of their retail schemes and it’s been one of the best things we’ve done “The suppliers know their products and their categories inside out and you’re offered great rewards and vouchers in exchange for selling the products that they know sell well, so why wouldn’t you?

“We work with Heineken on their Star Retailer programme and are visited every three to four weeks. The rep tells us all about their latest products, sales volumes and the kind of details you’d never know otherwise.

“Their advice on merchandise is really helpful, particularly for beer and cider. It can be a tricky category to get right as there are so many products to choose from. Our beer sales are a large percentage of our overall sales, so it’s definitely in our best interests to get it right.

“It’s a win-win situation for us. We get honest, helpful advice on what to stock and our sales have increased since we started working with them. And then, as an added bonus, we are given points for stocking products, which we would have stocked anyway, and these points lead to vouchers and free products.

I’ve been so impressed with the scheme that I’ve started working with other suppliers too, including Walkers. They have given some great advice and I have a new display stand that catches customers’ attention, which has led to a boost in sales.

“I’d definitely recommend other retailers to get involved. What have they got to lose?”

Pardeep Singh, Lifestyle Express BK Stores, Immingham, Grimsby

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All you need to know…

Safer food, better business

With nearly half of all convenience stores now selling food-to-go, it’s absolutely essential that retailers’ food hygiene standards are tip top

U

p to 49% of retailers now offer food-to-go in their stores and 24% have a coffee machine for hot drinks-to-go, according to the 2015 Local Shop Report from Association of Convenience Stores.

Retailers not only have a duty to ensure the food on offer is fresh

KEEP IT CLEAN

1

An area of high risk for bacteria is the chillers, so keep them safe by cleaning as you go. Create a rota for staff to clean when the store is quiet. Ensure no areas of the store are neglected, and keep an eye out for cracks or holes in walls, which could provide access for bugs or vermin.

for more information Go to the Food Standards Agency website at food.gov.uk/ratings

and safe to eat, but all staff must be fully trained on how to comply with the law. By paying extra attention to cleanliness in your store, you will also improve your customers’ experience and encourage them to come back. Here’s our guide on how to stay on top of food hygiene legislation.

Did you know?

Bacteria can grow and divide every 20 minutes. One single bacterium can multiply into more than eight million cells in less than 24 hours.

CHILLED

2

Many of your food-togo items will need to be chilled to prevent harmful bacteria from growing. Raw food and ready-to-eat food must be stored and handled separately. Check temperatures on a daily basis and make sure air can circulate freely round the chillers by not overfilling lines.

STAFF DEADLINES

3

For staff handling fresh food, they must wear a clean uniform, hairnet, gloves and a tabard, with watches and jewellery removed. Staff toilets must have a wash basin with antibacterial soap, hot and cold water, and drying facilities. If a member of staff is ill, remember that bacteria can be easily transferred to surfaces for up to 48 hours after symptoms have stopped.

AUDITING

4

Retailers must be able to prove they have cleaning procedures in place if visited by a local authority or trading standards.

This could include a rota and easyto-access cleaning materials, such as detergents, sanitisers and disinfectants.

Retailers must ensure all staff have a clear grasp of procedures in place.

HOT, HOT, HOT

5

Hot food must be displayed at 63 degrees Celsius or above. If the food falls below this temperature, it must be disposed of. Ensure food cooked on-site hits a core temperature of 75 degrees for at least 2 minutes.

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Paws for thought

Pet care

We are a nation of animal lovers, owning 8.3 million cats and 7.3 million dogs between us.

Our treasured pets chomp through more than 100 million meals every week making pet food one of the biggest categories in convenience*

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*Kantar Worldpanel 2013

P

et food is an essential category for all convenience retailers, yet is one that is so often overlooked.

For Lifestyle Express stores, the pet care category is a proven bestseller, with Working Dog Beef and Chicken Super Chunks both featuring in the top 10 of Lifestyle Value bestselling products for 2015.

Pet owners are an incredibly important group of shoppers for retailers to target as their basket spend is much higher than other customers. According to him! CTP 2015, pet food shoppers spend on ➼

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Pet care

average £1,454 more each year than non-pet-owning shoppers, making them a key audience for engagement. We have put together some top tips to help you push this category and reap the benefits.

GET THE RANGE RIGHT

It makes sense to sell your customers’ most sought-after brands to maximise your profits. While it’s a good idea to push the Lifestyle Value products for those more cash-conscious shoppers, don’t forget to account for more premium brands to show your customers that you have the range they are looking for. According to the Independent Retail News Guide, Felix’s Wet Pouch Adult Fish Selection is the most popular cat food across convenience, while Bakers Complete Adult Beef and Vegetable dry food takes the top spot for dog food.

Pet food sub-categories are seeing a surge in popularity, with many owners using the pet food shop as an opportunity to grab a treat or toy for their pet too. Tap in to this trend by displaying treats next to the essential pet care items.

Just as the trend for premium offerings in grocery is taking off, the same can be said for everyday pet food, with owners opting for premium brands with luxury packaging.

An example of this is the switch from cans to pouches and a whopping 70% of pet owners now buying dry food, according to Nestlé Purina Research 2013. Doting owners love to indulge their pets and the expansion of products and lines on offer makes the pet food category worth £2.5 billion in the retail market.

Think about personalising your offering to attract a range of pet food shoppers.

Stock single pouches or packets for owners with just one pet and fill up on multipacks of pouches, tins and treats for shoppers with lots of mouths to feed.

Nestlé Purina research indicated that 60% of sales on treats were purchased on impulse, making a great incremental opportunity for convenience retailers

MERCHANDISING IS KEY FOR SALES

The pet food category is worth

£2.5 billion in the retail market

A great range will help maximise sales but good merchandising is equally as important. Consider blocking products by brand to create an eye-catching, easy-to-navigate display as your customers know

Five tips for pet food category

1

Invest in impulse Make sure you stock sub-categories, such as cat and dog treats, by customer hotspots to drive up basket spend.

2

Cover all bases While the demand for premium is growing, cover all preferences by

stocking Lifestyle Value products too.

3

Maximise sales potential The key to great sales is great merchandising. Follow our Lifestyle Express pet food planogram to make sure best-selling lines are in prime position.

4

Stock up Build trust with your customers by making sure their favourite pet food is always available.

5

Stay competitive Encourage petowning shoppers to pick up other items by showcasing great offers.

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Pet care

the brands their pets prefer. Enhance your offering by including price-marked packs to reflect value for money and encourage impulse purchases. Position bestselling lines just below eye level, the central focal point for browsing customers, to encourage them to add products to their basket.

Drive up impulse spending by positioning cat and dog treats near newspapers. Nestlé Purina research indicated that 60% of sales on treats were purchased on impulse, making a great incremental opportunity for convenience retailers. If you don’t sell newspapers in your store, position treats by the till; a great way to engage with customers just as they are about to complete their shopping mission.

Pet food is an essential category, which makes it the third most valuable product category in the convenience sector. For some shoppers, pet food is their sole shopping mission, so think about ways you can encourage them to shop other aisles and pick up other products at the same time.

AVAILABILITY IS CRUCIAL

The pet food category is growing at a rate of 4.7% year-on-year in the convenience sector, so it’s essential that you keep up with demand. Make sure your pet food shelves are always full to give customers the confidence they can return to your store at any time to pick up their preferred product.

With pet food shoppers ranked as high basket spenders, it’s important to prioritise this category to encourage shoppers to fill

The pet food category is growing at a rate of 4.7% year-on-year, so… keep up with demand

their basket and pick up pet food in your store over anyone else’s.

Lack of availability is the number-one reason shoppers fail to buy pet food and with many animals accustomed to a certain product, owners will look to make repeated purchases of the same brand. Speak to your customers to find out which brands they want and make sure to always have stock.

n Make sure your pet care section covers all types of pet food, and bestselling brands and products to please every customer

Pet food shoppers spend on average

£1,454

more each year than non-pet-owning shoppers, making them the perfect audience for retailer engagement

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Your guide to…

Keeping it legal

Being a responsible retailer offers the benefits of business sustainability but also the ability to improve the lives of those around you

T

hese days, retailers are acutely aware of the penalties of allowing age-restricted goods to fall into the wrong hands. Yet, despite the best intentions, only 64% of stores passed tobacco test-purchases in 2015 according to Serve Legal.

While it might seem like an optional extra, responsible retailing is far from it. Ensuring age-restricted products are sold responsibly is a legal obligation and retailers could face a £5000 penalty, have their alcohol licence revoked or face prosecution if they take the risk. It’s not just about the sale of these products, responsible retailers actively improve their local area’s safety. So how can you prove yourself as a responsible business?

PREVENTING UNDERAGE SALES

Retailers have a responsibility to make sure staff are clued up on age-restriction procedures. The Challenge 25 scheme provides training for staff to ID anyone who looks under the age of 25 attempting to buy age-restricted products. Clearly communicating your zero tolerance policy with POS is a great deterrent and also shows you take your responsibility seriously.

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REFUSAL APPROACHES

It’s normal to feel anxious about asking a customer’s age, but most people know it’s a legal obligation and can be handled in a number of ways. If a customer is confrontational, try deflecting responsibility, saying the matter is out of your hands and is a matter of company policy. Be aware of proxy sales, where an underage person asks an adult to purchase an age-restricted product on their behalf.

By building good relationships with the community, they will also feel encouraged to tip you off in these situations.

PROOF OF AGE

Valid forms of identification include an individual’s date of birth, picture and spam-proof hologram such as a driving licence, passport, provisional licence, military ID and the proof of age standards scheme (PASS) card. In June last year the PASS scheme launched a new standard card design to prevent confusion. There is no such thing as a UK National Identity Card or a Motorcycle Learners Permit.

RECORD KEEPING

Every store selling alcohol must have a valid premises licence but also a company policy on underage sales. You must keep a refusals register to log any attempted purchases by someone underage or without valid proof of age.

This can be manual or collected by E-POS technology. You’ll need to be able to produce this info for authorities.

So who can buy what?

At 18, customers can buy: n Alcohol n Adult magazines n Category 1 fireworks n Cigarettes, rolling tobacco and cigarette papers n DVDs and video games n E-cigarettes, liquids and refills

n Knives n Lighter fuel/ butane n Solvents drinks n Lads’ magazines n Aerosol paint n Liqueur chocolate n Category 2 fireworks n Lottery tickets (party poppers, At 12, customers sparklers) can buy n Fireworks n High caffeine/energy n Christmas crackers

At 16, customers can buy

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Lowdown THE

New store formats Want to offer something different? Try Lifestyle Extra or Lifestyle Value Lifestyle Value Lifestyle Value is the ideal choice for retailers whose customers want the lowest prices and the best deals.

Offering numerous promotions, value and pound zones, Lifestyle Value leaves shoppers under no illusion that this store is all about value.

40% rise in sales

Lifestyle Extra “Since converting to Lifestyle Value our sales have risen significantly.”

Barjesh Kumar

Perfect for a larger store, Lifestyle Extra is a fulloffer neighbourhood convenience store providing shoppers with a complete range of chilled, fresh and frozen foods, alongside all of the impulse and essential groceries and services.

20%

“As a Lifestyle

increase Extra store, we in range have everything our customers need.” Mick and Suki Bains

coming next issue...

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BE in thE know

Why tobacco is a category you have to get right

The latest news and updates from the retail industry

62 retailer matters

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Smoking hot sales

Take stock What should you be stocking to drive up sales?

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23/02/2016 18:15

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23/02/2016 17:01

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23/02/2016 15:34