bira Member magazine - March 2018

THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 15 | MARCH 2018

DOING WHAT COMES NATURALLY

Mike Abrahams has made Fairtrade, organic and healthy products the successful recipe at Wild Oats in Bristol

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Comment

Let’s preserve our retail diversity CEO Alan Hawkins applauds the variety across bira's membership THIS MONTH’S MEMBERS’ magazine – already the 15th in its new format, would you believe? – revels in the excellent variety of shops sitting beneath the bira umbrella. Our recent arrangement with the health stores association has been a welcome development and we are delighted to highlight one of its members, Wild Oats in Bristol, as our cover feature. What a well-run business Mike Abrahams has.

From the other end of the country, our profile on Arragon’s Cycle Centre in Penrith celebrates a business with loads of family history. The two pieces together illustrate how bira members are keeping their customers healthy, in what they eat and how they exercise.

The Last Word feature on The Baby Barn, which is celebrating 25 years of trading in the Warwickshire countryside, is a cheering reminder we will all have future customers too.

It is interesting to note that each of these shops deals with the internet and more local competition by concentrating on the everlasting benefits of proper customer service and

value, rather than discounting their margins in a hopeless fight against huge online rivals.

It's good to think that various bira members will be trading on most high streets. At our recent parliamentary group meeting we were discussing the growing sentiment that the “traditional” high street is worth supporting. This seems to be a spreading opinion among several relevant parties. It is not based on nostalgia, but rather on the realisation that the playing field needs to be levelled to take away some of the current disadvantages of bricks-andmortar retailing.

For our average member, the demon of rates is an ever-present drain on profits. As an association, we continue to push to have a rate-free allowance of £12,000 applied generally. Under such a scheme, an average member sitting on a rateable value of £24,000 would see their rates halved. That, obviously, would be a real help to ensure survival.

The government seems to have “sorted out” (I joke) the appeals process by making it too Overall averag e perform ance by reg ion

BIRA SURV EY memb ers

are say Here ing: are receive just som e comple d from me of comme mb nts tradin ted the sur ers who g in Qu vey arter 4 on their 2017.

+7.93 %

Maybe slightly concerne would be d shop With the better than ope anxious. retailing ning, the futur town’s eigh th char does e of sma indeed ity need the look rath ll-shop the high powers that er be to take bleak. We street eyes. before a hard In the it vani look at good the spac old days shes before e ban their we moa ks and but now ned abo estate no agents ut us in favo longer sinc took up, e they ur of the Infor have aba The real mation factor ndoned increasin is footf Superhig East Ang all. As gly pop hway. walk cong lia ular past ing estion ime and is an is so bad walk, our traffi maybe that it is often c 2018 won’t be such quicker to a bad year!”

Our final week pre-Chri was very stmas disappoi to build fl nting. day-on-d at-lined rathe We good r ay as tradi normal. than continue The gene ng, but not There d a cont was ral still inuous feedback enough. ramp-up was Starting . pre-Blac in mid- that people k Frida had had Novemb of com y Sale er with s just mer made weekday cialised Chri people stmas.

Christma bored Clearly s did not help eithe the r.”

Local issu road infra es with chan ges to struc major impact. years to com ture taking We endure. plete have The resu have another had a severely lt year to constrain is catchme learned nt to shop ed. Old visit areas are now return ors have elsewhe soon. d re and The inter footfall are unlik net in ely to pension the high stree is severely impacting s t. dropping etc escalatin Rates, livin g wag g whil makes e, e turn for an anxious over is year ahe South ad.”

East / For 70 year London concentr s we have ated on to app well. Our wha reciate custome t we do our high never rs cont goin level of inue old-fashi g to be milli service. ona oned commun ires, but we We are seem s to provide ity serv changing keep us goin ice and g in the that aplenty world. The face of re are out ther a new cust doorstep e and omers they com once they Being are e back truly loca time and over the l seem again. s to help .” *This Qua conduc rterly Sale s Mon ted by itor, whi ending bira, cov ch was 31 Dec ers the mem qua bers comember 2017 . A tota rter pleted l of 245 the surv ey.

+0.76 % -2.02 % +0.70 % North East

Midland s

+5% -2.88 % +0.67 % -3.12% Northe rn Irel and

North West

Wales

ISSUE 15 MARCH 2018

This is your bira magazine, so share your news, views and ideas with like-minded retailers by contacting us at editorial@bira.co.uk All contributions will be gratefully received MARCH 2018

Scotland

Sou Londth East / on

Northern Ireland

South West

Our latest Quarterly Sales Monitor reveals retailer sentiment from across the UK Wale s

MAR CH 2018

North West

-2.59 %

Anglia

GDPR deadline looms. bira bank’s record year. Town centres valued at £589bn

was a tough 6 Itfinish to 2017

North East

news for 2 Trade bira members

East

IN THIS EDITION

South West

Midlands

Cover photograph: Ben Roberts

What our

Scotlan d

complex and financially risky for any retailer to appeal. So, the number of rating appeals are a mere fraction of what they would normally be after the general rates revaluation we saw last year. The three-stage Check Challenge Appeal process patently isn’t working.

We don’t want to see our members disenfranchised from correcting the iniquitous values stifling their businesses, but our £12,000 rates allowance idea may remove the pressing burden of an appeal.

Just to be clear, at bira we are not locked in a sepia-tinted past and we would never discourage our members from embracing online trading or developing their businesses in new ways.

The programme for our progressive annual conference on 10 May reflects that and I hope many of you will join us at Jurys Inn Hinckley Island to learn about some of the possibilities.

Yet at the same time, we are determined to continue to shout from the rooftops: Please, government ministers, give independent retailers a fair and fighting chance.

7

Big it's 14 The Interview 10 Atall inArragon’s, the service Sarah Graham and husband Phil maintain the family tradition in Penrith

At Wild Oats, health food pioneer Mike Abrahams blends commerce with ethics

retailing GDPR road art of VM Last Word: 27Learn lessons in Paris 19The to compliance 22 The in easy steps 28 The The Baby Barn URGENT ACTION REQUIRED! New rules for use of data are effective from 25 May

The principles of good visual merchanding apply to every type of retail store

Join this year's retail study tour to be inspired by the best French shops & stores

Sue Dronfield is ready to celebrate 25 years of serving babies' needs out-of-town

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TRADE NEWS

Record year for bira bank lending THE UK’S ONLY trade association bank, bira bank enjoyed another year of growth in 2017, breaking through the £10m barrier for lending for the first time in its 62-year history. The interest in its varied product range was driven by eyecatching promotions on equipment and working capital products, which enabled members to expand and diversify in the evolving retail sector.

John Collins, bira bank managing director, said: “Last year has set the bar high, with more members than ever before turning to us to help them grow their businesses. We’ve received an overwhelming number of enquiries from retailers looking to invest in the future. We enjoyed several excellent months as members invested in some really chunky items of equipment to help them diversify.

“The £10m of lending, done exclusively to SME retail businesses wanting to maximise their investment, is a positive sign for the economy and a shot in the arm for the high street.”

All bira members can apply for funding quickly and easily through bira bank's friendly and professional service.

Formal notice of bira AGM 2018 ALL BIRA MEMBERS are invited to attend this year’s annual general meeting, which will take place on the morning of the national conference on Thursday 10 May 2018 at Jurys Inn Hinckley Island Hotel, Hinckley, Leicestershire.

This important meeting will focus on the election of officers to carry the association forward.

Proceedings will involve an en-bloc election on a show of hands.

At the AGM Surinder Josan, owner of All Seasons DIY in Smethwick will succeed Vin Vara of Toolshop Group as national president of bira. He will be accompanied by most of the other members of the board of management..

At the AGM vice presidents will also be elected, along with the honorary treasurer, who will detail and comment on the accounts for the past year (2017). Attendance at the AGM is free for members, although the other proceedings on the day - the conference and the awards dinner - carry charges.

Members wishing to attend the AGM only (for free) can apply via the bira website or by contacting bira’s events manager Lauren Chadwick on 0121 446 6688 or on events@bira.co.uk Surinder Josan: bira's new national president will officially succeed Vin Vara at the AGM on 10 May

The bira AGM will be asked to elect en-bloc the board of management as listed below: POSITION

NOMINEES

President

Surinder Josan

1st Vice President

Howard Pullen

2nd Vice President

William Coe

3rd Vice President

Guy Lachlan

Immediate Past President

Vin Vara

Honorary Treasurer

John Morris

Divisional Chair – BHF

Guy Lachlan

Divisional Chair – CHA

Under review

Divisional Chair – PPRA

Debbie Keeling

Divisional Chair – BAGMA

Brian Sangster

Divisional Chair – FAB

Michael Hughes

Board of Management elected representatives x 2 (both appointments to be confirmed at the Board of Management meeting on 29 March 2018) Membership elected representatives x 2

lM atthew Hansford lR ichard Rowlatt

lC hris Patterson (Elected

2017 for a two-year term)

lJ ill Carver

Chief executive officer

Alan Hawkins

Executive directors

Beverley Long / Bob Jarrett / Jeff Moody

No let up in tough trade EVIDENCE OF CHALLENGING trading conditions for retailers of all sizes has dominated reports since the turn of the year, with the findings of bira’s own Quarterly Sales Monitor* for the last three months of 2017 being reflected in figures from other surveys.

The majority of bira members faced modest to significant pressure on their margins during October-December, with Brexit and the fall in the value of sterling contributing to the problems. As shown in the fuller report on pages 8-9, nine of the 12 sectors surveyed in the QSM suffered a decline. The best-performing categories were Computers/Telecoms, Music, and Books & Toys, which showed a 4.5% improvement on 2016’s Q4.

Elsewhere, according to figures

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released by accountancy and business advisory firm BDO, larger high-street retailers saw only 0.6% growth in total like-for-like sales in January, but this was at least an improvement on the -0.1% fall registered in the same month in 2017.

Sales of lifestyle goods and homewares both recorded year-on-year increases of 0.8%, with fashion stores recording a like-for-like increase of 0.5%. Excluding January 2017, the growth during the traditional post-Christmas discounting season was the lowest seen in five years. *Respondents to bira’s QSM have access to the full report. To join our confidential survey panel, please contact Sarah Arnesen on 0121 446 6688 or sarah.arnesen@bira.co.uk.

MARCH 2018

TRADE NEWS

Use GDPR to improve customers’ trust in you THE IMMINENT GDPR regulations may well Information Commissioner’s Office, which will encourage customers to have more trust and confi- enforce GDPR, realises that not everyone will be dence to share their personal details with retailers. compliant by then, but they want to see that you are Although for many businesses there are chal- moving in the right direction.” lenges involved in checking the way they collect, Although the emphasis on GDPR has been about store, use and delete data, the outcome should be looking after customers’ data, Andrew points out more efficient and more secure systems, and better that data on employees is also covered. Under existbusiness practice. ing legislation, any person (including a staff memGoing forward, bira members ber) can ask to see all the informamust be able to show to any interThe GDPR tion kept on him or her under a ested parties – such as customers, “subject access request”. This costs rules have £10 and the employer must supply employees and suppliers – how any data held is stored, how they col- been in place since the information within 40 days. lected it, how they use it and with GDPR, there is no charge 2016, so there will Under whom they share it. It must be kept and the information must be delivup to date and secure, and deleted be no grace period ered within a month. when appropriate.

“Our advice to employers is, be after 25 May. The path to follow to achieve careful what you put in an email these deceptively simple aims is explored on page 19. about a staff member, or indeed any individual.

The General Data Protection Regulation Work on the principle that one day, in the case of a (GDPR) comes into force in the UK on 25 May, dispute, he or she may read what you have written,” which is, coincidentally, Spring Bank Holiday Mon- says Andrew. day. Despite the confusion around it, many of its eleA major concern for members is managing existments are covered in the Data Protection Act 1998. ing databases of customer details. Under GDPR, “The spread of the internet and the huge growth customers must be told how their details will be of data in the past 20 years has prompted this used, stored and eventually deleted. While the rules update of the 1998 Act,” says Andrew Hartshorn, on e-marketing are not changing, the rules around partner in Shakespeare Martineau, the law firm consent are. See page 19 for more on this. advising bira on GDPR. “Retailers cannot ignore Andrew encourages members using third-party this. The regulations have been in place since 2016, cloud-based services to store data to check that their so there will be no grace period after 25 May. The policies and contracts are GDPR-compliant.

Beverley Long is the new group finance director-designate at bira. She will assume the full role in April, taking over from John Collins, who has chosen to concentrate on his role as MD of bira bank. Beverley was previously head of finance for a German company that installed asphalt plants, and she has also worked for two of the Big Four accountancy firms.

After more than 17 years with bira, membership team stalwart Sue Beard is hanging up her headset and retiring.

Most members will have spoken to her at some point and her helpful attitude will be missed by retailers and colleagues alike. Sue (left) is here with Lorna Lewis, north of England membership manager.

Town centres are worth £589bn NEW RESEARCH PUTS the value of town centres in England and Wales at £589bn in 2015, making them responsible for 35% of economic output. That rose from 33% in 2013.

Town Centre Monitor, a new service that provides a range of important statistics about town centres and their performance during 2004-2015, has measured the importance of town centres to the national economy for the first time.

Andrew Graves, co-founder of the report, said: “The subject of town centre performance has been one of much debate in recent years, with high streets under threat from changes in shopping habits. But never has the economic contribution of town centres been measured. Town Centre Monitor fills this gap MARCH 2018

and provides access to crucial evidence for anyone involved in developing town centres, from developers and investors to Business Improvement Districts and local councils..”

Key findings include: lT he relative importance of town centres for economic value creation is higher than for employment (28% of the national total) and business turnover (33%). lA s well as being crucial retail hubs, town centres have diverse economies.

For example, the creative and cultural industries have seen extensive growth in economic output in town centres. lL ondon is responsible for 61% of all town centre economic output.

lT own centres suffered a more significant hit from the recession than out-oftown economies. lP roductivity in town centres is £65,000 of GVA (gross value added) per employee. This is 27% higher than the England and Wales average and 41% higher than in out-of-town centres.

The report, The economic performance and value of town centres - GVA and productivity is available via towncentremonitor.co.uk. Town Centre Monitor is a joint venture between data science consultancy Geofutures and The Economic Monitoring Company, which uses business data to track and describe economic performance of UK sectors and places.

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British Independent Retailers Association (bira) is an Introducer Appointed Representative of Towergate Underwriting Group Limited. bira insurance is a trading name of Towergate Underwriting Group Limited. Registered in England No. 4043759.

Registered Office: Towergate House, Eclipse Park, Sittingbourne Road, Maidstone, Kent ME14 3EN. Towergate Underwriting Group Limited are authorised and regulated by the Financial Conduct Authority.

Get a quote from bira insurance today on 0330 123 5939

TRADE NEWS

Better deals in new Harris tie-up A THREE-WAY DEAL between bira direct, wholesaler Stax and quality paint brush and roller manufacturer Harris may result in even lower wholesale prices for bira members.

With its new Preferred Wholesaler status, Stax will distribute Harris’ entire product range to its customer base of over 50,000 trade and retail businesses via its nationwide delivered service and six warehouses across the UK. Prices will remain the same, although with Stax’s additional discounts, monthly offers and incentives, it is possible that Stax customers and bira members will be able to source even more cheaply.

Customers will be able to reduce overstocking as Harris products can be ordered through Stax in any quantity from singles to cases; an additional 5% discount will be available on full cases. Stockists will have access to a massively expanded range of products and a faster delivery turnaround of 1-3 days, with

ordering available via dedicated reps, phone, online and in-branch.

The minimum order value for carriage paid can be spread across many more product lines making it easier for customers to diversify their ranges without meeting multiple minimum orders.

Jeff Moody, commercial director and managing director, bira direct, said: “This is great news for independent retailers who can benefit from a vast range of quality Harris products, alongside the flexibility of ordering and delivery that Stax brings to our members.”

Chris Scott, Harris sales director, commented: “The new arrangement will help increase ordering ease for our valued customers and increase the distribution of our products.”

For more information on the product range or to apply for an account, call 0800 035 6421.

Family ties in East Midlands STUART BLOW OF Stu-pots in Oundle, near Peterborough, has maintained a family tradition by stepping up to be president of bira’s East Midlands branch. The long-term secretary of this active branch is Stuart’s father, Tony, who has chalked up more than 20 years in the role.

This year Stuart marks 25 years of trading for his business, which he describes as “a real mongrel”, covering cookware, domestic cleaning products, tools, ironmongery and key-cutting.

About a dozen years ago Stuart was also president of the branch, which has been in existence for more than 70 years. “We meet about four times a year and attract around 15 bira members to each event,” he says. “We try and make them enjoyable outings, like going to the theatre, rather than just sitting round moaning about trade!”

For its annual dinner at Normanton Park Hotel, Rutland Water on 22 March, the branch will welcome as speaker Alan Hawkins. Stuart expects the soon-to-retire bira CEO to attract a good crowd.

Congratulations go to Caroline Gordon, who received her bira honorary membership from Alan Hawkins at the AGM of the Five Counties branch in Staines, Middlesex. Caroline was a founder and the longest-serving chair of the Cookshop & Housewares Association. She was a board member and chair of bira direct. A long-time member of the bira board of management, she was president in 2012-13. She remains treasurer of the Five Counties branch. Caroline and Gary Gordon, who closed their Kitchen Kapers business last autumn after 38 years, are the only husband and wife to have both served as president and received honorary membership.

PATS Sandown is sold out SOME 37 PETS supplies companies will be exhibiting at a sold-out PATS Sandown for the first time this month. More than 150 firms will be in The Surrey and Esher Halls at Sandown Park, Surrey on 20-21 March. bira/PPRA will be on stand R6.

One newcomer is Different Dog, founded by Charlie Thurstan, former head of food at Pets at Home. He said: “We are excited to be making our debut appearance. We are bringing the first homecooked frozen dog food to the UK retail market.

MARCH 2018

The food is inspired by the nutritional needs of my own beloved spaniel Crumble.”

One of the show’s most popular features is the New Product Showcase, sponsored by pbwnews.

The New Product Awards will be judged by a panel of retailers on the morning of 20 March and the results will be promoted during the exhibition.

There will be a programme of free seminars on both days. Entrance, parking and show catalogue are all free. Register on patshow.co.uk.

Go global with the 2018 DIY Summit FOR THOSE WANTING to find out more about DIY trends internationally, the Global DIY Summit 2018 can’t be missed. This year’s conference will take place on 13-14 June at the Palau de Congressos de Catalunya in Barcelona.

The Global DIY Summit is the world’s leading event for retailers and manufacturers from the home improvement and garden centre industry. It is an opportunity to exchange views on current and future developments within the global market with the industry’s leading players.

The conference includes a menu of activities, including a study tour looking at the latest home improvement trends within retail. There are workshops on digital success, global insights into selling to millennials and baby boomers, as well as how to optimise your supply chain and use standard technologies to enter new markets.

The summit is being jointly hosted by the two leading European DIY professional organisations, EDRA (European DIY-Retail Association) and fediyma (European Federation of DIY Manufacturers), and the first global representation of interest of DIY trade, ghin (Global Home Improvement Network).

To find out more and book tickets visit http://diysummit.org. bira is taking a delegation to the event

TEXTILE FORUM AWAITS Retailers of dress fabrics and haberdashery can see the latest ideas from British and international mills at Textile Forum this month (14-15 March, One Marylebone, London NW1 4AQ). Since 2002 the show has established a reputation for presenting a comprehensive selection of stock and forwardorder collections, often with small minimum orders.

Register for free entry at textileforum.org.uk.

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BIRA SURVEY

bira’s Quarterly Sales Monitor

Q4 2017 results A disappointing fourth quarter, but not for our members in Scotland and Northern Ireland

THE OVERALL PICTURE from this quarter’s results is one of disappointment, with many of the figures showing a decline between Q4 2016 and Q4 2017. Brexit and the devaluation of the pound are continuing to have an effect, with the majority of retailers facing modest to significant pressure on their margins.

Interestingly, the overall picture is not reflective of the figures for Scotland, which saw an impressive 7.93% improvement between 2016 and 2017, and Northern Ireland, which saw a 5% improvement in the same period. Regions in England and Wales either saw a very small increase or decline, with the South West suffering most with a -3.12% decline.

Nine of the 12 sectors we monitor as part of the QSM saw a decline. The best-performing were Books and Toys, Computers/Telecoms, and Music, which showed a 4.5% improvement on 2016’s Q4. These are sectors you’d expect to perform well in this quarter.

The worst performing included Garden and Horticultural Machinery (-5%) and Cookshop and Housewares (-2.22%). The results weren’t quite as bad as Q3, which saw an -8.88% decline

for Cookshop and Housewares retailers.

As you’d expect with a lower performance, retailers are feeling anxious about the year ahead (48.98%, while 46.53% feel reasonably confident). Several members' comments refer to lower footfall, which is obviously of concern for bricks-and-mortar retailers. Suppliers increasing costs and consumers shopping online have also been cause for concern.

WANT MORE INSIGHT? Respondents to our Quarterly Sales Monitor have access to the full report results and detailed comments from other participants about what is influencing their trading.

If you would like to join our nationwide panel and receive the full results, please contact Sarah Arnesen on sarah.arnesen@bira.co.uk or 0121 446 6688

Performance compared with the fourth quarter in 2016

45.7% 7.12% 54.3% -8.25% -1.22% reported a higher performance

Average percentage increase of those with a higher performance

reported a lower performance

Average percentage decrease

The overall average performance

Overall average performance by business type

-0.91% +4.5% -1.92% -1.18% +0.25% -2.22% -1.81% +0.56% -5%

Books and Toys, Music, Computers/Telecoms

Other

Health store

Clothing & Footwear Garden and Horticultural Machinery

Pet Products

Cookshop/ Housewares

DIY/Hardware

Cards, Stationery, Crafts, Hobbies

Gifts, Glass, China, Jewellery, Accessories, Luggage

Furniture, Floor Coverings, Beds, Soft Furnishings

Clothing & Footwear

Department store

Department Store

Furniture, Floor Coverings, Beds, Soft Furnishings

Gifts, Glass, China, Jewellery, Accessories, Luggage

-2.17%

Cards, Stationery, Crafts, Hobbies

Books and Toys, Music, Computers/Telecoms

DIY/Hardware

Cookshop/Housewares

Pet Products

Garden and Horticultural Machinery

-1.23% -1% Health store

Other

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MARCH 2018

BIRA SURVEY Overall average performance by region

What our members are saying:

Here are just some of comments received from members who completed the survey on their trading in Quarter 4 2017.

+7.93%

+0.76%

Scotland

North East

-2.02% Midlands

+0.70% East Anglia

Our final week pre-Christmas was very disappointing. We flat-lined rather than continued to build day-on-day as normal. There was still good trading, but not a continuous ramp-up.

The general feedback was that people had had enough. Starting in mid-November with pre-Black Friday Sales just made people bored of commercialised Christmas. Clearly the weekday Christmas did not help either.”

+5%

Northern Ireland

-2.88%

Local issues with changes to road infrastructure taking years to complete have had a major impact. We have another year to endure. The result is catchment areas are now severely constrained. Old visitors haved learned to shop elsewhere and are unlikely to return soon. The internet is severely impacting footfall in the high street. Rates, living wage, pensions etc escalating while turnover is dropping makes for an anxious year ahead.”

North West

+0.67% Wales

-3.12% South West

-2.59%

Wales

South West

South East / London

Scotland

North West

Northern Ireland

North East

Midlands

East Anglia

South East / London

MARCH 2018

Maybe slightly concerned would be better than anxious.

With the town’s eighth charity shop opening, the future of small-shop retailing does indeed look rather bleak. We need the powers that be to take a hard look at the high street before it vanishes before their eyes. In the good old days we moaned about the space banks and estate agents took up, but now no longer since they have abandoned us in favour of the Information Superhighway.

The real factor is footfall. As walking is an increasingly popular pastime and our traffic congestion is so bad that it is often quicker to walk, maybe 2018 won’t be such a bad year!”

For 70 years we have concentrated on what we do well. Our customers continue to appreciate our high level of service. We are never going to be millionaires, but we provide old-fashioned community service and that seems to keep us going in the face of a changing world. There are new customers aplenty out there and once they are over the doorstep they come back time and again.

Being truly local seems to help.” *This Quarterly Sales Monitor, which was conducted by bira, covers the quarter ending 31 December 2017. A total of 245 members completed the survey.

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12-18 March

National Home Improvement Week Free consumer marketing and supplier support to drive your footfall AS THE OFFICIAL partner for independent retailers, bira is proud to be supporting National Home Improvement Week (NIHW).

The NHIW initiative aims to promote DIY and home improvement to consumers, in particular to home owners, between 12-18 March, just ahead of the key pre-Easter trading period.

Through a combination of consumer marketing and retailer support from leading industry suppliers, this is an excellent opportunity for bira members operating in the hardware, DIY or garden sectors. While this is a week-long promotion, it could change consumer buying behaviour over the long term.

Consumer-facing activity will promote the event via local and national consumer media, social media and a dedicated website. Product suppliers from across the hardware and DIY sectors will support independent retailers with a host of resources such as POS, material, advertisements and localised PR. Incoming bira president Surinder Josan, of All Seasons DIY in Smethwick, urges all retailers operating in the hardware or garden areas to look at this opportunity. It presents smaller

independents with a great platform upon which they can reconnect or strengthen their relationships with the local community and customer base, whether existing or new.

The campaign can be used to not only drive sales across the whole of the home and garden but to increase awareness of your business when the number of DIY superstores are declining.

Supporting suppliers include leading brands such as Dulux, Polycell, Hammerite, Cuprinol, Stanley, Loctite, Unibond, Solvite, No More Nails, Nitromors, Fiskars, ERA Home Security, T Rex tape, Flymo, McCulloch and Whatmore.

Many of those listed are also bira direct suppliers, which presents bira members with an additional benefit through exclusive pricing, improved terms and lower carriage-paid orders when buying through bira's buying group. bira direct is free to use as part of your annual bira membership.

For more information on the NHIW initiative, go to bira.co.uk/resource/nhiw/ To download your free support POS, visit homeimprovementweek.co.uk

Find expert tips and advice to improve your home at homeimprovementweek.co.uk 8

MARCH 2018

SPRING FAIR REPORT

What’s the mood for 2018?

We spoke to buyers and suppliers at Spring Fair (NEC, 4-8 Feb) to find out

Retailers seem to have a c autious optimism, being positive for the year ahead, but acknowledging that it is difficult.

Footfall has been the big topic, with retailers telling us that getting people into store is what’s tricky. Online trading, meanwhile, goes from strength to strength.

David Hibbert, joint MD, Stax Trade Centres

There is more of a good feel about the show this year, so we are pretty happy. Footfall has been better. The mood is very much like any other season, with retailers optimistic for the year ahead.

Howard Thomas, sales and marketing manager, Chain Products

I’m here to look at new trends. For 2018, it’s all about llamas apparently!

For me, January was spent clearing out old stock and it was a good month, but now is a nice time to find some nice new things.

There’s been a good reaction to our new Bee’s Wrap sustainable food storage range and our reusable coffee cups.

Independents should make time to get out of the shop to come here and find something new like this if they want any chance of keeping moving forward.

Alex Wall, For Something Different, Stratford-upon-Avon

Richard Walker, commercial director, Eddingtons

Last year was terrible for them, but we don’t underestimate our independent customers – they are the world’s best jugglers. Our raw material costs are going up by 10% or more, but we are not passing them on. No one is in the mood to put up retail prices. There has been a lot of interest in our Upcycled range.

Retailers always want newness.

The Gift Halls have been packed, but it has been quiet in other areas.

Orders are being placed though, so it all seems positive. The worry of Brexit doesn’t seem to be stopping retailers from spending.

Sarah Edmiston, Toolshop Group, London

Tony Grimshaw, director, Whatmore, (left) with marketing manager Adam Wilkinson

Christmas and January have been good for us, but we are expecting a tougher year. We are prepared and up for the challenge. We are going to have to work harder and make savings where we can as only the strong are going to survive. Spring Fair has been the busiest we’ve seen it, which is reassuring.

Donna Johnston and Claire Noye, Ruby & Scarlet, Felixstowe

MARCH 2018

Spring Fair seems quiet, but that is good for us as it means we can actually get round and speak to the people that count.

Kevin Pease, Pease of Garforth

I’d like to have seen more independents here. They need to come out of their comfort zones more. We have grown our business with indies by 65% in the past year, but I’m surprised more aren’t talking to us about how we can work with them and provide a support network that prevents them being lumbered with loads of stock.

James Thompson, account executive, JML

Independent stores are closing faster than they are opening, but they remain at the heart of what we do. I have been pleasantly surprised at how optimistic the visitors to our stand are. We have taken on four new staff to assist with sales and digital marketing for independents; we want to know how we can improve our POS and marketing for them.

James Robinson, marketing & product manager, Horwood

New products that serve how people live today are important. We’ve seen an upsurge in microwavable products, like our Betty Crocker cake maker. It’s ideal for people who live in small properties without large kitchens. We have also brought in a wine or beer cooler in the form of a plastic bag; it’s going to be very popular during this summer’s World Cup. Geoff Hounslea, sales director, JWP

It is our first time at Spring Fair and it has been quite slow for us.

Fewer people seem to be coming to shows, choosing to buy online as they can read all the details about products there. We have guys on the road to visit the customers.

Mark Diaj, managing director, Able2

9

It’s all about the service When it comes to running an independent cycle shop, there is no time for freewheeling. For Sarah and Phil Graham, it’s all about pedalling hard to keep their business relevant to all types of customers.

“WHEN I WAS a young ‘un, working in my holidays and as a Saturday girl, I always envisaged taking over my parents’ cycle shop,” recalls Sarah Graham, née Arragon. “As I got older, however, I never expected it to happen as my dad Mike had a gentlemen’s agreement with his manager to sell it to him. But in 2003 the manager changed his mind, so suddenly we had the chance to take it over.”

This surprise turn of events brought all sorts of changes for Sarah and her then-boyfriend Phil.

She was working in travel industry public relations in London, seeing him only for a weekend once a month. They had been looking at options to make the move to be together and the acquisition of the family business meant they were suddenly living and working together 24-7. It clearly suited them as they were married in 2007.

Their union also married two sets of skills that have served Arragon’s Cycle Centre well.

Phil’s First-class degree was in mechanical engineering, so he takes care of all the workshop responsibilities on the large two-storey corner

10

premises. “I do nothing mechanical!” Sarah is quick to point out. “Phil is upstairs in the workshop and I am downstairs taking care of customer service and the social aspect of the business. It works out really well.”

Sarah has retailing in her genes as her grandfather was well known in Penrith for running a variety of enterprises, including newsagents, a greengrocer’s and a pram-and-toy shop. The cycle business has been in the family for more than 50 years – dad Mike was assisted by Sarah’s mother Susan – and it’s been in its current prominent edge-of-town-centre location since 1989.

“We like to stress that we are independent.

We are a family firm that is family-oriented,” says Sarah. “Whether it’s for kids’ bikes or adults’, leisure cycling, commuting, road racing or triathlon, we do a little bit of a lot of things, but everything we do, we try to do well. There are about 3,500 independent bike shops in the country, but fewer than 40 of them are certified as official Shimano Service Centres. We are very proud to be one of them.”

The endorsement of their expertise by one of the biggest brands in cycling is an obvious advantage to Arragon’s but Sarah and Phil are keen to promote their own name as their identity.

“We deal with big bike names like Scott, Genesis, Ridley and Ridgeback, and we have a very comprehensive range of accessories, but in 2015 we took out all the display stands that these companies provided so that we could present everything in the Arragon’s way. Our product range starts with balance bikes for two-yearolds, or even child seats for babies. Many cycle shops have quite a masculine feeling about them, but we are unusual in employing two females on the shop floor, so I think we immediately appear more approachable, certainly to those new to cycling. We welcome everybody from the complete beginners to expert cyclists – we have the knowledge to talk to them all.”

No one can accuse Sarah and Phil of not knowing their subject. For eight years they were the driving forces behind a local triathlon club that carried the Arragon’s name. As they have MARCH 2018

ARRAGON’S CYCLE CENTRE 2 Brunswick Road, Penrith, Cumbria, CA11 7LU Established: 1947 bira member since: 2009 Staff: 7 f/t, including 2 owners, seen above Opening hours: Mon-Thur 9-5.30. Fri 9-7 Sat 9-5. Sun “We are out riding!”

Total size: 270sq ft. Ground floor selling area: 144sq ft. First floor workshop: 54sq ft.

Main brands include: Brompton, Garmin, Genesis, Madison, Pashley, Pearl Izumi, Ridgeback, Ridley, Saracen, Scott, Shimano.

Annual sales: £700,000 arragons.com  @arragons  @arragonscycles @arragonscycles  Arragons Cycles

MARCH 2018

stepped back from such a prominent role, it has been renamed the Eden Valley Triathlon Club, but they still walk the walk, or rather ride the ride. This year Sarah, who is 40 (a year younger than Phil, she quickly points out), is undertaking an Ironman Challenge, which over three consecutive weekends will involve an 8½-mile swim in Ullswater, a 323-mile cycle ride from Carlisle to Windsor and a 16-mile run from Carlisle to Penrith. Her companion on this punishing schedule will be a friend, Stephen Reid, and they will be raising money for cancer research in memory of another friend and triathlete, Graeme Higgins, who died in 2017.

Serious riders require serious equipment and an adult professional-standard bike can cost as much as £6,000. This spring there is a 2018 Scott Foil Premium Disc Road Bike on the Arragon’s website that costs £10,999, but Sarah admits “we don’t sell many of those”. (If you are interested, they can offer finance).

“Our adult bikes start at £300, but a lot of people are prepared to pay up to £1,000 to get out on the road. Cumbria is a beautiful part of the country and even leisure cyclists want to be on a beautiful bike as they ride around at the weekend. As well as the bikes themselves, servicing is a really big area for us,” she explains.

In the workshop, Phil is assisted by two fulltime mechanics, Norbert Bartkowiak and Zach Robson, while downstairs Sarah has shop manager Chris Nicholson, who looks after sales and the EPOS system as well as offering a bike fit service in their recently adapted studio, and her sister Lucy Arragon, who deals with sales and warranty administration. Completing the team is Ben Taylor, who was taken on as an apprentice to run the website and social media in 2015.

The business has had an online presence since 2003 but it was in 2015 that the owners revamped everything to set themselves up for the modern trading environment.

As Sarah explains: “In 2015 we employed

(cycling retail ecommerce specialist) CitrusLime, which is based not that far from us in Ulverston, Cumbria, to build our transactional website and set up an EPOS system so that everything we sell has a barcode. So now we have real time stock control, with the shop and the site fully integrated. We took Ben on to handle the online responsibilities.”

After two years, online sales are still only a small part of the business, but Sarah insists the right decision was made: “We would have felt like we were going backwards without a transactional site, but it does bring about changes to the way we work. The internet is the biggest threat to independents like us. Online is filled with crazy knock-down prices and, much as we’d like to, we can’t ignore them. If someone comes in asking for a deal because they have seen a bike cheaper elsewhere, we have to consider our price , but we certainly highlight the additional service that is on offer when you buy from a store like ours.”

To counter the drive down to the lowest price, for 2018 Arragon’s is pushing a new slogan that encapsulates everything that is special about its offering: It’s all about the service. While it’s a nice play on the activity in the workshop, it also reminds customers of the 360° approach to fulfilling their needs.

Part of It’s all about the service includes a drive to encourage customers to the store with a range of open evenings, mechanical classes and social events. Sarah says: “We’ve always aimed for our business to be at the heart of the community, which is why we started the Tri Club. Since we handed the reins of the club to its members, we now have time to look at new ways to make our store a hub.

“With my family having shops for such a long time, we are very well-known in Penrith and the surrounding area. We’ve been grateful to my parents and grandparents for the good reputation they built as we still feel that word of mouth is the best form of advertising. What I am most proud of is the team Phil and I have put together.”

11

Photography: Eric Musgrave

BUSINESS PROFILE

DON’T GET CAUGHT OUT

WITH HIDDEN CHARGES FOR YOUR

CARD PROCESSING BIRA AND GLOBAL PAYMENTS HAVE BUILT A TRUSTED WORKING RELATIONSHIP OVER 17 YEARS AND AS PART OF THIS RELATIONSHIP ONE THING YOU CAN BE SURE OF IS THAT GLOBAL PAYMENTS PROVIDE TRANSPARENT PRICING.

NO HIDDEN FEES

Everything you will have to pay is clearly presented on your service schedule and Global Payments will answer all of your questions about your fees, so there are no nasty surprises when your bill arrives each month.

As well as being clear on pricing you’ll also get access to other membership benefits should you switch to Global Payments including:

ADDITIONAL BENEFITS No separate authorisation fees

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Access to a cashback facility

Next day crediting* with cleared funds if you bank with HSBC plc

Terminal rental fees waived for the first 3 months if you’re new to Global Payments

LOOKING TO SWITCH? Give Global Payments a call on 0800 731 8921** quoting BIRA

*Maximum limit applies, call 0121 446 6688 opt.1 for more information. **Lines are open 9am to 5pm Monday to Friday except Bank Holidays Global Payments is HSBC’s preferred supplier for card processing in the UK. Global Payments is a trading name of GPUK LLP. GPUK LLP is authorised by the Financial Conduct Authority under the Payment Services Regulations 2009 (504290) for the provision of payment services and under the Consumer Credit Act (714439) for the undertaking of terminal rental agreements.

GPUK LLP is a limited liability partnership registered in England number OC337146. Registered Office: 51 De Montfort Street, Leicester, LE1 7BB. The members are Global Payments U.K. Limited and Global Payments U.K. 2 Limited. Service of any documents relating to the business will be effective if served at the Registered Office.

Issued by Global Payments, 51 De Montfort Street, Leicester, LE1 7BB. GP588

BUSINESS ADVICE

What Making Tax Digital means for your business Making Tax Digital is a HM Revenue and Customs (HMRC) initiative designed to use the latest technology to provide taxpayers with a streamlined system to store all tax information in one online place.

SINCE IT WAS announced in 2015, Making Tax Digital has undergone some revisions, but its introduction has already started.

Nearly all taxpayers and small business owners now hold a Personal Tax Account that allows them to check their finances and manage the information HMRC holds about them wherever they are.

Why is HMRC Making Tax Digital? lA ccurate tax information: Changing from paper-based bookkeeping to digital tax accounts means you can check the information HMRC holds about you is 100% accurate. lF ewer errors: Making Tax Digital’s online reporting will allow HMRC to look at up-to-theminute tax information almost instantly, greatly reducing human error from data input. lS impler to understand: HMRC is confident that taxpayers will find it easier within their digital tax account to understand how much tax is owed, in a similar way to using online banking. lE asier contact with HMRC: Making Tax Digital will make it simpler for you to contact HMRC online via webchats and secure messages.

When will it affect your business?

HMRC renewed its commitment to Making Tax Digital in summer 2017, but it also recognised that many small businesses would MARCH 2018

need more time to prepare for the changeover.

The original timeline therefore has been revised to the following: lL ate 2017 – HMRC began its small-scale private testing of Making Tax Digital. lA pril 2018 – HMRC will begin a wider, live pilot of VAT reporting; it is currently recruiting volunteers. lA pril 2019 – Businesses with a turnover above the current VAT threshold of £85,000 will be required to maintain digital records, but only for VAT purposes. The smallest businesses will not have to use the new system, although they can choose to do so voluntarily if they wish. lA pril 2020 – The earliest date at which businesses will be required to keep digital records or to update HMRC quarterly for other taxes.

from your smartphone, receiv ing payments quicker and managing your accounts on the go.

For more information about how to prepare for Making Tax Digital or any other tax-related matters, please call TaxAssist Accountants on 0800 0523 555.

This piece was compiled for bira

by Jo Nockels, senior training and technical communications manager at TaxAssist Accountants.

The information provided in this article is based on current guidance from HMRC and may be subject to change. Consult with your accountant before taking any action.

From 1st January 2018, leading gardening brands WOLF-Garten, Wilkinson Sword and Town & Country are now also available through Stax.

These high profile, premium gardening brands provide all the tools and accessories a gardener needs.

How to prepare If you are still using paper-based records, you should seriously consider changing over to digital accounting now, so that your business enjoys a much smoother transition to digital reporting when it is introduced. Trying to switch to digital record keeping and digital reporting at the same time could be an overwhelming task, so make the change gradually by taking the first step now.

By not delaying the switch to digital record keeping, you can also enjoy the many benefits of using online accounting software, which include being able to raise invoices

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The Power Behind The Brands

13

25/01/2018 09:47

THE BIG INTERVIEW

Doing what comes naturally Running a health food store for 37 years, Mike Abrahams has devoted himself to educating and advising customers on the benefits of healthy eating. Now he faces competition from even the largest supermarkets that have jumped on the organic trend.

We approached the entire project with that supreme confidence born out of total ignorance of retailing 14

AS BIRA MAGAZINE is given the tour of the warren-like layout of Wild Oats, one of the shop’s team is in the staff room tucking into a colourful-looking wrap. Owner and co-founder Mike Abrahams asks her where she got it. “It’s from the new vegan section at Tesco’s round the corner,” comes the unexpected reply. “They have got loads of vegan options there.”

Later in the interview, Mike wryly acknowledges that the work of health food evangelists like him has resulted in the largest retailers in the country muscling in on his once-specialist territory: “Why is Tesco stocking vegan foods?

Because their customers have demanded it. And that’s because shops like us have educated them.”

He can confidently claim to be one of the UK’s pioneers in natural, organic and Fairtrade products, having bought, with his Dutch girlfriend Loes, a small health foods delicatessen in Bristol in 1979. The pair had been working in the European Space Technology Centre in Noordwijk, The Netherlands, but their love of healthy, macrobiotic food and a desire to work in a more environmentally balanced and sustainable field brought them to Bristol and a career change.

“One day I got talking to the owner of a deli called The Larder and she told me she was looking to sell up. She only wanted £15,000 for it.

In those days engineers like me on a European Space Agency salary could buy that for cash,” he jokes, “so in no time at all, we found ourselves the owners of a natural foods delicatessen.”

The premises had seen better days, so refurbishing them was a priority, but even before the

official opening in June 1980 customers in the Clifton area of Bristol were tapping on the window wanting to buy stock they saw coming in.

The location in a more prosperous district was fortuitous. The locals backed the venture from the start and Loes (which is pronounced Loose) and Mike found they had a success on their hands from the start, even if they were on a steep learning curve: “We approached the entire project with that supreme confidence born out of total ignorance of retailing. Our plans to have a more relaxed, simpler lifestyle didn’t quite work out as we soon learned that working for yourself does not make you your own master.”

Given the proliferation of organic produce today, it is difficult to recall that three decades ago so much that is now familiar was virtually unknown. “We had one of the first macrobiotic cafes in the UK, but it was virtually impossible to get the foods in the UK, so Loes and I would drive to France, Belgium and The Netherlands to load up our Ford Fiesta with brown rice, lentils, rice cakes, seaweed, soya, pulses and fermented foods,” he recalls.

To educate customers on how to use the new foodstuffs the couple devised and shared their own recipes. That led them in 1983 to open a short-lived restaurant on nearby Whiteladies Road. “It would do great now, but it was far too early to have such a large space relying on vegans,” Mike admits.

The modern success of Wild Oats began in 1987 when they acquired the adjacent building and were able to more than double their  MARCH 2018

THE BIG INTERVIEW

sales space. The 19th century listed building comprises a double-fronted store containing an intriguing mix of irregularly-shaped rooms across several different levels, all of which can be seen on the virtual tour embedded into the excellent company website, woats.co.uk.

The configuration of the premises would give a retail designer used to a modern “big white box” space a headache, but the team has made it work well, with high-density shelving sitting alongside chiller cabinets and a take-away food area by the front door that sells only locallysourced produce.

The retailing novices of the early 1980s clearly learned fast. Today Mike has a brilliant overview of the business thanks to an add-on to their EPOS program which he devised himself.

The three tills in the shop provide stock control and sales analysis that goes back a dozen years or more. It is a very impressive system for this complicated and sophisticated retailing operation.

“We have about 220 suppliers and 6,500 lines. We have anything up to 20 deliveries a day and we don’t have a lot of space in our tiny Goods In area, so we have to be efficient. The business is run on JIT or Just In Time principles, which means stock holding is kept to a minimum. We have found our ideal is to have only three and half weeks’ stock, so we are turning the stock 13 to 14 times a year. It’s all based on optimising stockholding and cashflow.”

To the uninitiated, the sheer variety of categories of natural and organic produce is astonishing. It ranges from dried Japanese seaweed to organic wines and beers, from babies’ nappies to natural fermented soy sauce, from pet food

 Photography: Ben Roberts

WILD OATS WHOLEFOODS AND DELI 9-11 Lower Redland Rd, Bristol, BS6 6TB Founded: 1980. Size: 1,100q ft on split levels Staff: 1 full-timer, 23 part-timers Hours: Mon-Sat 9-6 Sun 10-4 Brands include for foods: Own brand packaged foods; Arcadia olive oil; Biona; Booja Booja; Essential Co-op; Kalamata olive oil; Local Honey; Luque; Meridian Foods; Nelson Honey; Provamel; Tree Harvest Body & skincare: Antipodes; Dr Hauschka; Green People; Kingfisher; Rio Rosa Mosqueta; Weleda Supplements: Biocare; BioKult; Natures Plus; Viridian; Wileys Peak National Association of Health Stores member since 1987 bira since: 2018  woats.co.uk  @WildOatsBristol @wildoatsbristol  @wildoatsnaturalfoods

16

to women’s sanitary products, and from protein powders to probiotics. Virtually every category has a sizable selection of options, underlining the expertise and authority of this specialist emporium. Who would have guessed that Wild Oats could offer 10 different varieties of sauerkraut?

Or have alternatives to cows’ milk that are as varied as soya, rice, almond, hazelnut, macadamia, coconut, cashew, brown rice and hemp?

While the general retail trade wrings its hands about reducing packaging and charging for plastic bags, Wild Oats has championed waste reduction for years. For example, it sells a huge selection of grains loose in bins. Customers are incentivised to bring their own bags to fill up – they are charged less if they do. Similarly, a large rack holds large containers of Ecover detergents and Faith shampoos, conditioners and soaps to encourage refilling old bottles.

While most products are organic, many others have not yet made the grade and therefore all organic products are clearly labelled to avoid confusion. Customers can be assured, however, that all products are free from GMOs (genetically modified organisms) and artificial additives. Mike points out that many of the newlyfaddish “superfoods”, like spirulina, barleygrass and wheatgrass, are products he has stocked for 10 years or more.

Although Wild Oats is based on a lifestyle choice and a code of ethics towards staff, customers, suppliers and society in general – as is elegantly explained on the website – it is still a business and Mike stresses that “everything in the shop has to earn its space on the shelves”.

While the front of the two units houses the food and household goods, the rear of the shop is devoted to a comprehensive range of skin and body products, including such niche items as vegan toothpaste and vegan hair conditioner, and a precisely presented and vast selection of food supplements and natural remedies. Many of the latter come from the US, which Mike says leads in the development of effective remedies.

The Wild Oats team – which numbers about 25 – includes practitioners of alternative therapies, so customers can be assured of expert and unbiased advice and opinions. They are so confident of their products that they offer a moneyback guarantee if a treatment does not have the promised result. In the two months before our visit only one product had been returned.

Predictably, Mike is extremely knowledgeable about his whole product range and he explains why what Wild Oats offers is different to what, say Tesco or any high-street vitamins store, sells. “Major retailers copy what specialist shops like us do, so we have to continue to find new products. But there is a huge difference between what shops like us sell and what the majors sell. Healthy food and natural supplements don’t make money for large manufactur-

ers, so they don’t put money into research.

“So many crops that are sold now are hybrids, developed for modern farming methods. They don’t have the same nutrients as they used to.

I firmly believe from experience that sensible eating augmented with appropriate food supplement will really bring someone’s wellbeing up a level. In kids it could be seen in a couple of days, in adults it might take a month.

“We back the integrity of our products and are confident our suppliers adhere to GMP (Good Manufacturing Practice) codes. The products we sell are not cheap as they have a different formulation that your body can absorb so you’ll see results. It’s a myth that it is expensive to look after your diet properly. The aim for many should be to eat well but cheaply and supplement this with a good multivitamin. But a lot of powerful vested interests are trying to destroy that sort of ethic.”

The store has developed a network of demonstrations of new products and events, held in a local church hall. It works with local schools on educating kids about diet and supports Penny Brohn UK, a Bristol-based cancer charity that uses a “whole life” approach to treatment. Additionally, the website carries blogs, fact sheets and recipes. Mike says the Wild Oats community has developed as a by-product of his constant work in spreading his message about healthy living.

Wild Oats is a member of the National Association of Health Stores, which recently became part of bira. Mike was NAHS chairman for five years until 2000: “The main benefit of the association has been to get the message out that a good, healthy society needs good, healthy food.”

Up until 2006 Loes was the operational driving force of Wild Oats, but the after-effects of a car accident meant that she had to give up work.

Mike was called upon to learn all that Loes had been doing. He points out that today five people cover the work she used to do.

Long service is a feature of Wild Oats’ staff.

For example, manager Pam Buckle has been there 30 years, while Sally Marshall joined 25 years ago. Heather Stephens arrived on the school leavers’ Youth Training Scheme in 1988 and rejoined the business after having a break to raise three children; her two daughters now work in the shop.

The future direction of the firm will soon be in the staff’s hands as Mike is working towards setting up a John Lewis-style employee ownership arrangement. A slim and healthy-looking 74-year-old, he is planning to arrange matters so Wild Oats can continue to be run on its very specific lines with minimal involvement from him.

“I believe I have a social responsibility to my staff, to the customers and to our suppliers. I want the business to maintain the same level of ethics which we have always worked to. It’s the right thing to do,” he asserts.

MARCH 2018

Many of Wild Oats’ long-serving staff are alternative therapy practitioners

BIRA POLICY

Ian Firth bids farewell AS HE STEPS down after 10 years of chairing bira’s legal and parliamentary affairs committee (LPAC), Ian Firth reflects on its work: “In recent years, by working with other trade bodies, bira has been instrumental in keeping the needs of the independent retailing sector to the fore, while bira itself has been recognised as the voice for independents working in the non-grocery sector. Last year our submission on business rates reform was especially well received in Westminster, even if we did not achieve all we hoped for.”

LPAC has benefited from Ian’s insight for well over 20 years, but his connection with the trade stretches back to 1960 when he joined his family’s Yorkshire-based industrial services business. Firth Brothers’ trade body was the National Federation of Ironmongers, which became the British Hardware Federation and then in 2011 became part of the modern bira.

“Following such hardware industry luminaries as Michael Shergold, Brian Appleton, Les Hansell, John Lawson and Brian Smellie

on LPAC has been a great honour for me. Since I retired from day-to-day trading in my area of tools and fixings, I have relied more on the enormous variety of knowledge of current members for how bira should advise government officials.

“We have welcomed ministers, shadow ministers, MPs, local councillors and civil servants to our quarterly LPAC meetings, while Better Regulation executives, local Better Regulation officers and representatives of the Low Pay Commission all have addressed us.

“During the party conference season, I have met with ministers, MPs and local government leaders, to explain the position bira holds on various matters. By providing suggestions for solutions to some of their concerns, we have been able to build strong relationships. I have attended Conservative Party conferences for many years; going forward it would be helpful for LPAC members to attend the opposition parties’ conferences to develop relationships.”

A highlight of Ian’s time in the LPAC chair came in August 2017 when CEO Alan Hawkins

Stronger

Ian Firth: 58 years’ service to the industry

and president Vin Vara led the first meeting to No 10 for bira representatives. They highlighted the depth of knowledge about independent retailing that LPAC members can provide to politicians and civil servants.

Ian, who was BHF president in 1989, will hand over the LPAC chairmanship to Duncan Mackay of Mackays of Cambridge at bira’s AGM on 10 May. He signs off with this: “My best wishes go to all bira staff and members to continue to keep independents, not only in business, but as huge creators of economic growth.”

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07/02/2018 08:49:56

MARCH 2018

LEGISLATION

YOUR JOURNEY TO

GDPR compliance By 25 May companies must be compliant with the new GDPR (General Data Protection Regulation).

That deadline is fast approaching, so make sure you are travelling in the right direction

Retailers should complete an audit and document what data they hold, where it came from, how they use it and with whom they share it. You should only keep personal data that you need for lawful processing. You need to keep it up to date, keep it secure and delete it when you can.

Retailers will need to be justified in sharing the data they have to third parties and cannot share it outside the European Economic Area COMPLETE A (subject to some exemptions).

DATA AUDIT

Your customers should be provided with a detailed “fair collection notice” when their data is first being collected. Consent needs to be a positive “opt-in” indication of agreement to personal data being processed.

You can only rely on consents given prior to 25 May 2018 if they were GDPR-compliant when received. If you didn’t get a positive opt-in for your current data, then you won’t be compliant.

Your customers can request to receive a copy of all the information you hold on them (via a Subject Access Request). Make sure you have a system by which you can provide this within a month’s timeframe.

Your customers need to know they have a right to withdraw their consent and they have a right to rectify and restrict the data you have on them. If they are unhappy with how their data is handled, then they have a right to complain to the Information Commissioner’s Office (ICO).

SECURE CUSTOMER CONSENTS

REVIEW POLICY AND SECURITY

Review your current privacy policies. You will need to explain the legal basis for having the data you have and for how long you plan on keeping it for. Policies and procedures need to be kept up to date.

You need to have appropriate security to protect the personal data you hold, to ensure it isn’t lost or inappropriately accessed. Check your IT and physical security policies.

You are obligated to notify the ICO of a data breach within 72 hours, so make sure you have a policy in place for if this happens.

MARCH 2018

ONGOING THINGS TO REMEMBER TRAIN STAFF Once you have your policies in place, ensure your staff understand their responsibilities to keep personal data secure. Personal data needs to be treated with care and only used in appropriate ways.

Changes apply to all UK businesses and the deadline for having your processes in place is 25 May 2018. Penalties for non-compliance will be introduced after this date and are going to be high with a maximum fine of up to £18m or 4% of an organisation’s global turnover.

19

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Make the right connections at www.exclusivelyhousewares.co.uk @ExclusivelyHW @Exclusivelyelec

COUNTERPOINT/DES COUNT

Stop blowing up a storm Why does the media hype up what is just regular winter weather without thinking of the effect on retail footfall, asks Des Count (who was a guilty party in a previous life)

When Storm Brian hit, yes OK, I had to put a chinstrap on my wig, but listening to the radio, you'd have thought Armageddon had arrived early

Have your say Would you like to share your views and experiences with the bira community? We welcome contributions like Des Count’s. You can write under your own name or under a pseudonym. You can contribute regularly or occasionally. If you are interested, please email editorial@bira.co.uk

MARCH 2018

AS A FORMER journalist who was involved in media for most of my working life, I have now turned to retail to make an honest living, so I feel very much like a poacher turned gamekeeper writing this piece, but it needs to be said.

All media outlets – the printed press, TV, radio and online – need to take a little more responsibility in what they say, report and predict, and realise the impact their words, written or spoken, have on us retailers.

Since the Met Office started the awful American practice of naming storms hitting the UK, the media seem to have become obsessed with the potential destruction they may cause. The Met Office believes if they name storms, the public will pay more attention to them. The downside of this, however, is our customers too readily think they will be worse than they are.

It used to be that only powerful and massively destructive tropical hurricanes afflicting places like the Caribbean and the Atlantic seaboard of America were named. Suddenly strong winds across the British Isles are being labelled in this way and too many people presume there will follow the sort of chaos that cyclones and typhoons inflict in far-flung regions that have totally different climates to ours.

I appreciate that the public needs to know about approaching strong winds, so they can secure their wheelie bins or prepare for the roof of their garden shed to disappear during the night. Maybe even some power lines and a few trees might be brought down. The forecasters would not want another Michael Fish gaffe, but, please, let’s get a grip! On our lovely little outcrops here in the north Atlantic we always have had to live with strong winds in the winter months. Now we seem to have gone a little over the top, with genuine concern having been replaced with unnecessary paranoia.

The attitude of the weather forecasters and the press have a huge impact on retailers and on our customers. Last November we were visited

by Storm Brian and some parts of the country were indeed battered, but in the Midlands where we live and operate our shops, we got off very lightly. OK, I did have to put my chin strap on my wig and a few wheelie bins ended up in the street, but that was about all.

If you had listened, however, to our local radio stations, both BBC and independent, the

evening before and morning after the storm, you would have thought Armageddon had arrived early. The world, clearly, was going to end or had nearly ended and many of their listeners had experienced a Wizard of Oz moment, flying around like Dorothy trying to keep hold of Toto.

Some strong winds in this country do develop into storms but very rarely approach anything like a hurricane, and most of us survive. Yet this type of hype and over-the-top “journalism” has a negative impact on we retailers as our customers decide to stay in their homes rather than coming out to shop.

It’s not just with the weather that media outlets disregard retailers’ bottom lines. In the town where we operate one of our shops, recently we had a major by-pass closed due to essential maintenance. The work went on for about a month and the traffic was diverted through the town, causing heavy congestion at peak times on a few days early on during the work.

The local BBC-tv news programme ended a feature on this traffic “chaos” by telling the viewers not to bother going into the town until the work was finished. And guess what? They didn’t bother coming in to the town.

The centre suddenly went very quiet for about three weeks. I hope the news editor’s inbox was rightly full the next day with messages from irate retailers. Once again, a media channel did not think about the impact its slightly hysterical angle would have on retailers and other businesses in the area.

When I was on the other side of the fence in my old role, I was guilty of such ignorance. In the 1990s, while in charge of a local city radio station, I read a traffic report about a local street being impassable due to road works and temporary traffic signals. Unthinkingly, I told my listeners they should by-pass the city as they would probably not get to where they were going.

Within minutes the chairman of the local business traders’ group was on the telephone, biting my ear off for a good 10 minutes. It wasn’t pleasant, but he was right to do so. In my haste to help drivers with an off-the-cuff comment, I didn’t think through the impact my suggestion would have on local businesses near the roadworks. On my next report I apologised for my error of judgment and explained that the shops were trading as normal.

21

RETAILING TACTICS

The art of visual merchandising The experience of shopping is highly visual. The right environment can influence the decisions shoppers make. Get it correct and you can entice potential customers in, sell them what they need and even sell them what they didn’t know they wanted.

Retail consultancy Vend's tips for enticing purchasers.

PAUL BUCKLE FROM retail consultancy Rolled Up Sleeves and a trainer for bira’s visual merchandising course believes catching cus- Francesca Nicasio at Vend, bira’s approved tomers' interest starts with your window display. Epos provider, says: “It is important that you Paul says: “First impressions count. Have take some time to thoughtfully arrange your a focal point to your display and think about merchandise to maximise conversions.” where you want the eye to travel. You could use colour by grouping similarly-toned Base your layout on in-store traffic products together. Can you make You want people to see your best your window surprising and and most enticing products playful? You want to catch or displays first, so you’ll people’s attention. Alterneed to know where natively, think about they go or turn to current events that when t hey ent er you can theme your your shop. Do they window around. tend to move left “ T her e a r e a or right? Where do number of techtheir eyes go? niques you can use.

Firstly, there’s a pyraAvoid the zone of mid – think about decompression placing your products in Av oid put t i ng t o o New York luxury this shape. Alternatively, many products or signs chocolate truffle brand you could think about repeatnear your entrance, aka the Xocolatti uses the walls of its ing the same product multiple decompression zone. Shoppers store as storage to create an ever-changing pattern when times or you could simply focus tend to blow past the merchanboxes are removed. The result on one single hero item.” dise in this area because they’re is that the retail environment feels as though it’s constantly Once you have attracted still in the process of orienting being reimagined, when in potential shoppers into your themselves with your store’s truth there is actually no new store, you want them to become look and feel. Display just a investment or kit required. purchasers, not just browsers. small number of items here.

22

Display impulse-buy items at the checkout Did you know that 27% of shoppers make an additional purchase at the checkout counter?

Moreover, the space beside your Epos system takes up about only 1% of store space, but could account for 7% of annual sales.

Displays on or around your counter don’t have to be big or fancy; the best impulse buys are easy to grasp – both physically and mentally.

Create a focal point in all your displays While it’s tempting to try to bring attention to anything and everything in your store, having just one focal point (preferably at eye level) is far more effective in drawing people in, strategically position other items and lights to bring attention to it. Once you have them hooked, they’ll naturally check out the other products around the focal point.

Use signage wisely As with window displays, attractive, wellpositioned signs will catch people’s attention and they can add value to your displays and the shopping experience overall. In addition to setting up eye-catching signs to entice people to check out your new arrivals or promotions, find ways to use signage to inform. Display signs to highlight the best features of a product.

MARCH 2018

RETAILING TACTICS

Kirsty Kean from retail transformation agency Visual Thinking shares her tips for transforming retail performance without breaking the bank 1. Break the routine

Regular shoppers will quickly become familiar with your space and will shop the store in a “routine” manner, so don’t let your instore environment become too static. Subtle changes to position and layout will keep things fresh and shoppers browsing for longer.

2. Know the principles

Do the basics well by getting to grips with core principles, from coordination and outfit building to chequerboarding and triangular balance.

Any product that is placed repeatedly in an artistic way creates impact and clearly communicates range choice.

3. Reduce choice

Shoppers are normally only in store for a few minutes, so the retail space needs to be easy to navigate, promotions must be clear and easy to understand, and displays need to be very impactful. Also consider incorporating advice in the display theme to create an authoritative feel, with recommendations from your own expert staff or highlight your “shoppers’ favourites”.

In Berlin, a specialist leather belt retailer called Hoffnung demonstrates the art of repetition in its displays.

4. Frame purchase decisions

Consider merchandising techniques such as “good, better, best”. As shoppers, context drives a lot of our intuitive thinking, so providing a quick frame of reference for comparing products will help you to nudge shoppers toward appropriate value, price and quality, which often gives higher profit margin.

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5. Create destination zones

Group all relevant products together in a “destination area”. This shows specialist knowledge and will encourage shoppers to buy more in themed ranges, as opposed to single items. Allocate product lines retail space and instore visibility according to their profit potential.

6. Lower fixture heights

Consider reducing the height of central fixtures in store to introduce space, create a change of pace in store and make displays feel less oppressive. “Eye level is buy level”, so place items with the biggest margins at eye level to maximise profit.

7. Think like a shopper

It’s all about understanding the shopping “mission” and providing shoppers with solutions. Grouping different, yet related, products together to provide usage ideas and pairing suggestions makes it easier for shoppers and saves them time.

Discover more on Twitter @shoptactics or visit visualthinking.co.uk

MARCH 2018

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23

Product news March

PRODUCT NEWS

New floorlayers’ trousers from Snickers Snickers’ new Floorlayers Work Trousers and the patented Knee Guard System combine to provide effective safety and comfort for anyone working on their knees. They combine the best features, fabrics and functionality from the new FLEXIWork range with the best of the classic Floorlayer trouser. The Ripstop fabric provides flexibility, while the kneepad pockets are made of an Armortex fabric with DuPont Kevlar aramid fibres that keep the kneepads in place. The trousers have an integrated belt, holster pockets with zipped compartment, leg pockets including knife fastener, mobile phone compartment and detachable hidden ID-badge holder.

Bright ideas by Polynesia Bamboo The Polynesia range from Portobello Mugs includes a set of cups, travel mug, jug and two serving trays, all made from eco-friendly bamboo that is dishwasher-safe. Suitable for hot and cold drinks, the stylish, practical and environmentally-friendly range features a bright and contemporary palm design. The Sippy Mug, with

01484 854788 info@snickersworkwear.co.uk

a handy silicon sleeve for extra grip, is great for taking to work, while the Large Tray and Handle Tray adds a touch of style to a meal, a barbecue, for serving snacks, or simply for carrying the matching 4 Cup Set. customerservice@portobellomugs.com 01619 342 268

Precision cutting tools from Hultafors Complementing the renowned HBX and HBS saws is a new Hultafors’ range of cutting and sawing tools that includes bow saws, general-purpose short hand saws, hack saws, a jab saw, a concrete saw, and a superb Japanese ryoba saw, which is perfect when a tool is needed to make the finest cuts with minimal force. What makes these different is the blade tips for an easier start and ongoing sawing motion control, the easy-to-use blade exchange system, the extra-stable precision blades, and the ergonomic design to make sawing easier and more precise.

01484 854788 hultafors.co.uk

Strong and stylish bins by Salter Made from high-quality iron with an epoxy coating, these colourful printed bins from Salter are strong, durable and stylish. The 30L capacity is sufficient for a family, without imposing on space. With a neat foot pedal mechanism, the bin offers a hygenic way to handle rubbish.

0161 934 2268 customerservices @salterhomewares.com saltercookshop.com

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MARCH 2018

Would bira members like your products?

TO DISCUSS APPEARING ON THESE PAGES, CONTACT SIMONE ADAMS ON 0121 446 6688 EXT 259 OR EMAIL SIMONE.ADAMS@BIRA.CO.UK

Salter Megastone: innovative and functional Born from the need for functional, durable cookware, Megastone from Salter is a hard and long-lasting innovative coating. Five times stronger than standard non-stick cookware, it can remain scratch-free even when used with metal utensils. The non-stick, dishwasher-safe coating will neither fade nor peel.

0161 934 2268 customerservices@salterhomewares.com saltercookshop.com

Russell Hobbs in stainless steel Made from durable stainless steel and ideal for everyday use, the Russell Hobbs Classic Collection range features fry pans, saucepans and casserole pots. Suitable for all hobs including induction, the versatile pans are in a range of sizes. The saucepans and casserole pots include tempered glass lids with steam vents, while the stainless-steel finish and matching hollow handles add a touch of style.

0161 934 2240 russellhobbshomewares@upgs.com uk.russellhobbs.com/russell-hobbsproducts

Diamond Tech from Salter healthy cooking

Stylish copper pans by Salter For a stylish way to cook delicious meals, look to the Salter Copper Pan range, which features fry pans, saucepans and a 2-in-1 casserole or steamer pot. Made from durable aluminium with a ceramic coating, the range comes in a variety of sizes and is suitable for all hobs includMARCH 2018

ing induction. The copper exterior and pressed stainless-steel handles would add a stylish touch to any kitchen.

0161 934 2268 customerservices@salterhomewares.com saltercookshop.com

Creating a healthy way to cook, the Salter Diamond Tech cookware range uses a diamond effect PFOA-free non-stick coating that requires little or no oil. Safe to use with metal utensils, the range is incredibly durable and employs soft-touch handles for an ergonomic cooking style. Available in a range of sizes, the pans are induction-suitable.

0161 934 2268 customerservices@salterhomewares.com saltercookshop.com

25

BIRA NOTICES

bira conference & awards 2018 The unmissable event for independent retailers The membership magazine of the British Independent Retailers Association Published 10 times a year by bira publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk Design Alan Bingle 07949 024737 alan@forty6design.com PA, senior communications & PR officer Kate Godber 0121 446 3730 kate.godber@bira.co.uk Multimedia sales executive Simone Adams 0121 446 6688 Ext 259 simone.adams@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Stephens & George

bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk bira national president 2016-18 Vin Vara, Tool Shop, London CEO Alan Hawkins Finance director John Collins Commercial director Jeff Moody Membership & marketing director Bob Jarrett

“We all had a really good time at the conference and learned a lot. It was very good to learn all about the changes at the bira headquarters and to meet so many of the staff. I was particularly impressed with the presentation by Jojo Maman Bébé founder Laura Tenison, and Kate Adie was very entertaining in the evening.

So, a very big thank you to bira for the wonderful accommodation and the excellent time.”

Don’t just take our word for it.

Here members tell us what they think about bira’s national conference and awards, scheduled this year for 10 May.

“We had a wonderful time, great talks, lovely people and a fun evening.”

Adriana Green, Scarecrow Boutique, Crouch End

“Just wanted to say how enjoyable the conference was. All the speakers were great, and the breakout sessions were very informative.”

Mick Belton, Belton & Slade,

fun and lots of great ideas to put into practice.”

Rachel Riley, central London

“Retailers must be encouraged to attend. There is always something good happening to help us in our business life and the interaction is great.”

Geoffrey Fendall, Essentials, High Wycombe

“Had a fabulous time at the conference and awards, thanks for all the hard work that went into organising it. Great event, good

Cambridge

Emma Woodward, Aspire Style, West Midlands

Wandsworth, south London

“I wanted to say a huge thank you for your warm and generous hospitality, after such a fun event! I am thrilled to be bringing the Independent Retail of the Year award back to the rest of my team.”

Duncan Mackay, Mackays of

“Thanks for organising such an interesting conference and an excellent awards night! Ian and I had a great time and the fact that we won a Team of the Year award made it a night to remember.”

“Loads to think about, a really stimulating programme and very enjoyable. I know these things are hard work to organise, but it looked effortless on the day.”

William Coe, Coes, East Anglia

& Nursery Centre, Marton, Rugby

“We enjoyed it immensely and found the talks very interesting with lots of useful advice.”

(See p28 for more on The Baby

Lyn French, The Stitch Mouse,

Barn).

Epsom

Sue Dronfield, The Baby Barn Pram

Join your fellow members at your national conference and awards Date: 10 May 2018 Where: Jurys Inn Hinckley Island Hotel, Watling Street, Burbage, Hinckley, Leicestershire LE10 3JA Who: Hear from Levi Roots, Hardeep Singh-Kohli, Trouva, Vend, and the Local Data Company, as well as other speakers, all discussing the future of retail.

More information: Visit bira.co.uk/conference-2018 How to book: Book online or speak to Lauren Chadwick on 0121 446 6688 or email events@bira.co.uk

We welcome our newest bira members bira membership magazine incorporates bira alert, Hardware Today, Cookshop, Housewares & Tabletop and Pet Product Focus. If you would like to reproduce anything from bira member magazine, please contact the editorial team for permission.

While every effort is made to ensure the accuracy of the material we publish, bira publishing cannot accept legal liability for any errors or omissions, nor can they accept responsibility for claims made by advertisers or contributors. Unless specifically stated, goods or services mentioned are not formally endorsed by bira. Views of the contributors are not necessarily those of bira.

All rights reserved. © 2018

26

Alyn Robson, Guisborough, Yorks; Andymeatman, Blackpool, Lancs; Appliance Spares Direct, Blackpool, Lancs; Bengal Tiger, Stockton-on-Tees, County Durham; Blue Lake Aquatics, Middlesbrough, North Yorks; Browns Hardware, Bradford on Avon, Wilts; D & V 15, Birmingham; Deckchair Barbering & Hairdressing, Nottingham; Easy Buy Car Sales North East, Middlesbrough, North Yorks; Effie McLean, Deal, Kent; Endeavour Leisure, Stocktonon-Tees, County Durham, and Skelton-in-Cleveland, north Yorks; Enlots, Lewes, Sussex; Hydramart, Colwyn Bay, Conwy; James Lister & Sons, Birmingham; JG Agri Solutions, Telford, Shrops; Just Jayne Interiors, Bridgnorth, Shrops; Lodgeway Tractor Company, Blunham, Beds; M J Chivers, Nailsworth, Glos; Misters Barbers Shop, Leamington Spa, Warks; N Richardson, Norwich; Norla, St Helens, Merseyside; Printland, Birmingham; Pro-Test (Scotland), Perth; Quality DIY & Hardware, Leicester; Roger James Furnishers, Swadlincote, Derbys; Symonds & Co, Hereford; The Carpet Company Dorchester, Weymouth, Dorset; The Gyle Shopping Centre, Edinburgh; The Hosiery Company, Wembley, Greater London; The Travelling Cupcake, Andover, Hants; Tina’s Off Licence, Warrington, Cheshire; UBC, Swansea, West Glamorgan; W1 Hardware, London; Welcome Health Pharmacies, Whitley Bay, Northumberland; Wooly Wonders, Yeovil, Somerset; Yorkshire Cleaning Fabrics, Halifax, Yorks.

MARCH 2018

PARIS STUDY TOUR

Bonjour Paris

Join bira’s fabulous retail study tour on 1-5 July

ONE OF THE world’s most inspiring and diverse cities for retailing, Paris is the destination for this summer’s bira retail study tour. From Sunday 1 July to Thursday 5 July, the visit will take in independent boutiques, behind-the-scene looks at top department stores, window shopping on wide boulevards - and amazing food!

The tour will submerge delegates in Parisian culture, style and retailing excellence. Without doubt they’ll come away feeling inspired with ideas for their own businesses.

Retailers from all sectors will enjoy this unique programme, which will take in famous grand magasins or department stores and bijous boutiques, selling everything from fashion to cookware to furnishings.

Lauren Chadwick, bira event manager, says: “There will be something that every member can bring home from a visit to beautiful Paris. As well as being a fashion capital, it offers some other hidden gems that we will be unearthing on our behind-the-scenes shop tours, including visits to cookware independents and homewares retailers.

“You’ll have plenty of time with the retailers themselves to uncover their secrets to success. Find out how they use their displays to lure customers in and how they make themselves stand out in this retailing capital.” C bira’s retail study tours are a unique opportunity toM network with likeminded retailers too. Delegates will Y come from all over the UK and from all different types CM of businesses, so this shared time together will inspire new ideas and get the creative juices flowing.

MY “We had the opportunity to engage and question the owners and management of the stores and to networkCY with the other retailers on the tour, which is of particu-CMY lar importance,” says Charles Barker, from Barkers ofK Northallerton, who travelled with Melanie, Ian and Guy Barker on the retail study tour to New York in 2014.

This year there’s a sightseeing tour planned, as well as a trip to the Eiffel Tower and the Louvre, so delegates will have the chance to be a tourist in between the retail visits.

There will even be a formal dinner on the Seine, providing an opportunity to dress up while enjoying the views.

MARCH 2018

If that isn’t enough, there will also be time within the The cost of this jam-packed itinerary for your own exploration of this year’s bira retail wonderful city. Whether you want to have some retail study tour is Guide therapy on the Champs-Élysées, or perhaps give your price from £800 pp. credit card a rest and go exploring the booksellers on the (Single supplement bank of the Seine, or seeing the beautiful stained glass at will apply.) To book or Notre Dame, the choice is yours. bira will provide suggesfind out more, contact tions of places you might want to explore.

Lauren Chadwick on Delegates will meet up in Paris, so flights, the Euro0121 446 6688 or email star or the car ferry must be booked by delegates indeevents@bira.co.uk. pendently. Accommodation is included from the evening Please be aware the of Sunday 1 July, with check out scheduled for Thursday itinerary is subject to 5 July. A buffet breakfast will be served each day. Travel change and places arrangements between locations and tours will be proare limited. vided for the duration, so it won’t be too taxing on the Bira Magazine_MPU_2018_P2.pdf 1 feet.

05/02/2018 13:11

27

THE LAST WORD Sue Dronfield (second left) and the team at The Baby Barn

Sue Dronfield THE BABY BARN, MARTON, RUGBY

Opening The Baby Bean coffee shop last autumn has improved the sales of the main product ranges at The Baby Barn, which Sue and Ian Dronfield set up in 1993. In the highly competitive world of pram and nursery retailing, it has given this destination store in the Warwickshire countryside another point of difference.

Q

How did you start The Baby Barn?

Not many bira members can have been inspired by an ad in Farmers Weekly. When my husband Ian and I had our daughter Lottie more than 26 years ago, I didn’t want to go back to work in recruitment. We spotted an ad looking for franchisees for a company called Nippers, which sold new and secondhand nursery goods. Although we had not run a retail business, we decided to put a former grain store on our farm to good use. We were a franchisee for 14 years before going it alone in 2007, when we were able to trade upmarket.

Q

Your rural location looks very pretty.

It is, and it definitely makes us a destination store. Twenty five years ago, out-of-town shopping wasn’t as common as today. Our first customers were from the farming community, but we began to attract customers from Coventry, Leamington Spa and Rugby, which are 20 minutes’ drive away, and Banbury, which is 30 minutes away. We are just off the main A423 road, so we are easy to find. We are now the largest independent baby equipment shop in Warwickshire.

28

Q

What prompted the coffee shop?

It takes a long time to sell someone a pram or a car seat. In most cases people go away to think about the purchase or to look at other places. At the end of a consultation, customers would often say “Where can we get a drink round here?”, so we decided, as we had space, to supply the required refreshments. We sell proper tea and coffee with lovely cakes. It’s worked out really well.

Personally speaking The Baby Barn Pram & Nursery Centre, Marton Fields Farm, Rugby, Warwickshire CV23 9RS Size: 2,500sq ft Staff: Owner Sue Dronfield, plus two fulltimers, two part-timers. All female, all mums.

(Husband Ian is “behind the scenes”) Main brands: Baby Style, Britax, Bugaboo, Egg, iCandy, Joolz, Mamas & Papas, Maxi Cosi, Silver Cross, Venicci.

Opening times: Tues-Thurs 10-4.30. Fri-Sat 10-5. Mon & Sun closed Sales: £450,000 bira member: since 2009 Awards: bira Team of the Year Award winner 2016. Finalist in Coventry & Warks SME Customer Service Awards 2017 www.babybarnltd.co.uk  @thebabybarnltd

Q

How has it affected your sales?

It has taken the business to the next stage. Before having the coffee shop, it was unusual to sell something on a customer’s first visit. We are finding that customers will sit in the coffee area and consider everything we’ve told them, then buy before they leave, rather than going off and maybe coming back later.

Our product range is extensive – from travel systems to nursery furniture and toys, but about 75% of sales is on pushchairs and car seats. It can take up to 90 minutes to explain the qualities of a pushchair to a customer. We need to find out about their lifestyle. Have they got a back problem? Will they be doing a lot of walking with it? Has their car got a small boot? All the staff are fully trained in the latest legislation and technical specifications.

Safety is of paramount importance to us and we always check a car seat is compatible with our customer’s car before purchase.

Q

How has the product mix changed over the years?

We are a destination store, aiming for a select, discerning market. Our pushchairs range from £400 to £1,400. What we sell is not the sort of thing customers can just pick up anywhere in town. We research the market well to bring in new products, like an organic range of cot mattresses and bedding. Originally, we catered for children from birth to 10 years, but we have narrowed our product range and our age range so we specialise from birth to four years. The pick-up items we do now are good for bottom drawers, baby showers and presents. Our aim is to sell as much as we can during one visit.

Q

How do you view online selling and competition?

Online competition is a headache! We promote any offers through our Facebook page, which is linked to our website. I do most of our social media, which is very time-consuming.

We have had a website for 11 years, but we don’t sell through it as it is designed to encourage customers to visit us and enjoy the shopping experience. Margins are very tight, so we do not have a price-match policy. Rather than obsessing about price, we stress that we offer a complete and unique peace-of-mind shopping experience. We offer free parking, free assembly, free storage and payment plans. We have always prided ourselves on our customer service and product knowledge.

What we do is very personal. We want to give new parents good positive memories.

Word-of-mouth recommendation is our best advertising and, if we do our job correctly, hopefully the customers will come back to us when they have other babies.

MARCH 2018

Spring Trade Shows 2018

EXETER TRADE SHOW

GREAT EASTERN SHOW

Thursday 8th March (2pm - 6pm)

Thursday 22nd March (12pm - 8pm)

Sandy Park, Exeter (Chiefs) EX2 7NN

Norfolk Showground, Norwich NR5 0TT

HALESOWEN TRADE SHOW

CWMBRAN TRADE SHOW

Tuesday 13th March (1pm - 9pm)

Thursday 19th April (2pm - 9pm)

Chateau Impney, Droitwich WR9 0BN

Chepstow Racecourse, NP16 6BE

GREAT SOUTHERN SHOW

GREAT NORTHERN SHOW

Tuesday 20th March (10am - 6pm)

Thursday 26th April (12pm - 9pm)

Newbury Racecourse, RG14 7PN

Macron Stadium, Bolton BL6 6JW

100+ BRANDS ON DISPLAY EXTRA TERMS ON 1,000+ PRODUCTS GREAT NEW PRODUCTS FROM

ALL OUR SHOWS PROVIDE FREE HOSPITALITY & ON-SITE PARKING Have you had your invitation? If not please contact your local branch, sales representative, email b2binfo@toolbank.com or call 01322 321460

SANDOWN 20-21 March 2018 The UK’s Spring Pet Trade Event

Free entry Free parking Free refreshments Free show catalogue 100’s of new launches

Where the pet trade meet to do business

Register for your FREE entry Simply go to www.patshow.co.uk or call our hotline 01892 862848

www.patshow.co.uk