C&C Management Feb 15

UNDER THE SPOTLIGHT: LANDMARK’S JOHN SEARLE

THE BUSINESS MAGAZINE FOR CASH & CARRY/DELIVERED WHOLESALERS

Uncovered!

Family holds the key for Wing Yip

Palmer & Harvey extends deal with Moto Hospitality

Food Market closure as Brakes scraps concept

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Contents

February 2015

This month don’t miss...

07

16

20

Trial and error: Brakes ditches Food Market concept.

Blinding ambition: John Searle’s journey from sailor to buyer.

Ultra convenient: Kepak set to redefine micro snacking.

ESSENTIALS 05 06 22

14

Editor’s Comment Industry News Products & Promotions

FEATURES 14

Behind the Scenes We uncover the family secrets behind Wing Yip’s stranglehold on the oriental wholesale market.

16

Spotlight featuring John Searle, trading director of Landmark Wholesale.

20

Supplier Strategy Kepak Convenience Foods has targeted £66 million annual sales in the convenience sector by 2018.

OPINION 18

Diversification with a difference: the Wing Yip business model may have changed from establishing restaurants to supplying them, but the group’s laudable family values continue to drive customer loyalty.

22

26

Product of the month

Employment Law Cate Ritchie outlines key reforms that will soon come into effect.

21

Legal Advice Commercial disputes: a 10-point plan to reduce the risk of litigation.

SUPPLEMENT 23

Category Management A definitive guide to enhancing the customer experience.

Take action now! Why category management could make or break your business.

Seventh heaven: Cadbury Dairy Milk has unveiled a new £7 million marketing campaign.

www.cashandcarrymanagement.co.uk

February 2015

03

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[ EDITOR’S COMMENT ]

Applying the Brakes emember Batger’s Silmos Lollies, Duncan’s Walnut Whips and Eldorado ice cream? And what about Cargo Club (Nurdin & Peacock), Home & Colonial Stores and A&O group?

I doubt whether any younger readers (those under 40) or most older ones will remember even one or two of these names, which are no longer in existence in the food trade.

Everything has a shelf life.

When highly-paid innovators at our leading manufacturers or retail chains launch a new product, or outlet, under a new trading title, at the back of their mind must always be the nagging doubt that this ‘fantastic, exciting, unique’ innovation might not still be going in, say, five years’ time.

When a product or food chain is withdrawn from the market, there is rarely a reference to it not catching on with consumers. The blame is often linked to market forces or the economy.

One of the latest casualties is Brakes Professional Food Market in Croydon, which is ceasing trading after just a year.

What triggered the highly respected delivered wholesaler to diversify into cash & carry is known only by a few who have leading roles at the Ashford, Kent, company or its owner, Bain Capital.

The 25,000 sq ft outlet, aimed at the catering trade, included among its staff a butcher, fishmonger and others who

R

trained as chefs. The company says it will offer all of them its ‘full support’.

What adds a touch of coincidence to the venture’s demise is that it should be only a stone’s throw from the ill-fated and aforementioned Cargo Club, which also had branches in Birmingham and Bristol, and which incurred a trading loss of £13 million in 1994 – massive for any company, but shocking for one of N&P’s reputation.

Within a few months of the Brakes Professional Food Market opening in Croydon – with a raft of offers and purchasing incentives – there were reports that more branches were in the planning stage. Fortunately, and to save the company’s blushes, no more proposed venues were actually announced.

The foodservice wholesaler has, understandably, declined to say why the embryonic business failed. To divert attention, it has made interested parties aware that other aspects of its operation are proceeding well. Needless to say, it won’t be opening more cash & carries.

It is just one of a long line of companies whose diversification programmes have hit a brick wall.

Doubtless, many more will follow. That failure will make Brakes concentrate all the more on what it knows best.

Mervyn Gilbert News Editor

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Address Winlove Publications Ltd PO Box 366 East Grinstead RH19 4ZE Tel (01342) 712100 Email mail.winlove@btconnect.com Fax (01342) 712101 Publisher Winlove Publications Ltd EDITORIAL Managing Editor Kirsti Sharratt News Editor Mervyn Gilbert Editorial Assistant Michael Catling ADVERTISING AND MARKETING Publishing Director Martin Lovell Media Sales Manager Clare Phillips 4,560 July 2013-June 2014 Audit Bureau of Circulations Printed by Bishops Printers ISSN 1352-254X All media rates and feature lists can be accessed online by visiting: cashandcarrymanagement.co.uk

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February 2015

05

[ INDUSTRY NEWS ]

C&Cs promote retail club Landmark member in fascia drive Blakemore Wholesale plans to increase ‘significantly’ its Lifestyle Express estate by launching in-depot retail club sections to promote the brand and what it offers.

The scheme was unveiled

last month in 11 of the company’s Landmark Wholesaleaffiliated cash & carries (Gateshead, Middlesbrough, Killingworth, Birmingham, Grimsby, Barnsley, Walsall, Wolverhampton, Newport, Swansea and Cardiff).

Each retail club area features the Lifestyle Express store fascia plus examples of

Inside the Middlesbrough cash & carry.

promotional posters and displays. There are also TV screens showing customer testimonials, supplier incentives, retailer of the year case studies and planogram information.

Blakemore Wholesale Stores group director Nick Rose told Cash & Carry Management: “Early feedback from customers has been excellent.

“We’ve had a number of requests from retailers already who are keen to see how they can transfer their stores to Lifestyle.”

The company currently has around 540 Lifestyle Express members, while Landmark Wholesale group members in total have about 2,000. a Blakemore Wholesale (01902) 371515

Products at the four-front Bidvest 3663 has launched a scheme to promote a select range of branded and ownlabel goods.

Called New4You, the monthly initiative features four ‘innovative and ontrend’ products, or product ranges, that the wholesaler feels its customers should stock.

The opening February batch includes Greek-style yogurts and toppings from Yeo Valley – following the trend for on-the-go breakfast – and lower-than-500-calorie meals from the Authentic Food Co. Bidvest 3663’s campaign & activation manager Gail Bridgman said: “We know that the eating-out market is increasingly competitive and that operators must constantly innovate to drive new 06

February 2015

Yeo Valley leads the way.

and repeat custom.

“We invest heavily in NPD and sourcing products that are right for our customers, launching over 2,100 new own-label and branded products each year.

“The New4You range showcases a selection of key products that our experts believe hold great potential for customers to capitalise on industry trends.”

To make further choices

www.cashandcarrymanagement.co.uk

for the ongoing promotion, the wholesaler’s sales teams will sample potential New4You products at corporate Customer & Product Spotlight (CAPS) events, which are held three times a year.

The activity runs alongside Bidvest 3663’s existing ‘Give Me a Go’ promotion to support the own-label range. a Bidvest 3663 (0370) 3663 000

Still looking in Midlands Pradip Dhamecha (above), chief executive of Dhamecha Cash & Carry, has refuted reports that the Wembleybased operator is on the verge of opening a new branch in the Midlands.

He said: “While I can confirm that we have looked at several options in that area, we haven’t quite identified a suitable site.”

When Dhamecha does begin trading in the Midlands, it will be its eighth cash & carry.

Turnover of the company, which has 125 Day-Today members and 550 retail club members who do not carry Today’s Group fascias, was £628 million in the year to March 2014. a Dhamecha Cash & Carry 0208-903 8181

Burns Night Palmer & Harvey played host at a Burns Night charity celebration in Brighton, raising more than £80,000 for GroceryAid. The event was attended by 230 staff, suppliers and their guests, the main sponsors being Mars Chocolate, Mondelez UK, Nestlé UK, JTI, Britvic and Coca-Cola Enterprises. a Palmer & Harvey (01273) 222100

[ INDUSTRY NEWS ]

Closing after a year A project by Brakes to diversify into cash & carry is being discontinued a year after the blueprint branch began trading in Croydon.

Designed to appeal to caterers, the 25,000 sq ft Professional Food Market, which carried 4,000 lines across the fresh, frozen, grocery and non-food categories, failed to attract sufficient business, despite attractive terms being offered over the initial trading period. The company has already announced that no further branches will be opened.

The depot was headed by former local Costco manager Martin Sandler, whose staff of 50 included a butcher and fishmonger.

Softening the blow about the impending closure, Brakes said in a brief statement that, since the new venture began, “the core Brakes business has grown

ahead of expectations”.

A pleasing development has been the interest shown by independent customers in e-commerce, with 24% now registered to shop online. In addition, multi-temp services have been launched in several locations.

The statement adds: “We have also announced a joint venture with Fresh Direct to accelerate sales growth in the fresh category – the fastest part of the foodservice market.” a Brakes Group (01233) 206000

Bestway own-label meat range Bestway Wholesale has launched a range of Best-in fresh butchery products in fixed-weight, colour-coded packs covering beef, pork, lamb and chicken.

Each includes country of origin details, sell-by date and a ‘competitive’ price mark, with an average retail margin of around 30%.

Independents should show more interest in fresh and chilled food, said chilled category controller Steve Carter. “If you look at the smaller format stores from the multiples, the first category you come across when entering is chilled and fresh.

“That’s simply because

more and more shoppers are looking for fresh meal solutions in convenience. Two out of every three baskets in convenience now contain chilled products.”

Regarding wholesalers, he said: “They have a role to

play in ensuring that the right products and formats are available to retailers. In the past they have left fresh meat and poultry to the larger supermarkets.” a Bestway Group 020-8453 1234

Buying group makes changes Two new appointments have been made at Fairway Foodservice, the 18-member buying group.

Steve Jeavons has been promoted from purchasing manager for grocery to director, while Keith Hepton has joined as purchasing

manager for frozen.

Jeavons, who has been with the combine since 2011, previously worked for Makro, McCormick, Uniq and Anchor.

Hepton’s 40 years in food manufacture and retail include managerial roles

with Asda, Kwik Save, the Co-op and Greencore. He replaces director and purchasing manager for frozen Kevin Denyer who has joined e-foods as purchasing director. a Fairway Foodservice (01422) 319100

Bielby: FWD is developing a datashare solution.

Inroads by foodservice According to the recentlypublished annual review of the Federation of Wholesale Distributors, the Eastbourne-based trade body’s members have total annual sales of almost £30 billion.

Retail accounts for more than £16 billion of this and foodservice/catering for over £13 billion.

Members have a combined payroll of around 66,000.

The most recent highprofile signings by the FWD were Country Range Group and Caterforce.

Reflecting on growth in the foodservice channel, chief executive James Bielby said: “This year we are working on bringing to market a product information datashare solution for foodservice, either directly or working with a third party.

This will create a single point of contact for all suppliers’ product attributes.”

He continued: “In addition, our supplier council is engaged in a foodservicespecific workstream which will look at how understanding and influencing foodservice customers can bring about long-term sustainable business in this sector.” a Federation of Wholesale Distributors (01323) 724952

www.cashandcarrymanagement.co.uk

February 2015

07

[ INDUSTRY NEWS ] Energy drink Zero Sugar is a new variant in the Best-in Stimulation drinks range from Bestway Group.

The 250ml can, with silver and black livery, has a 35p price mark and comes in outers of 24.

The Best-in sports & energy drinks selection also includes Original Stimulation (250ml and 500ml cans, 500ml and one-litre PET bottles, plus a 99p price-marked four-can pack); Sugar Free in 250ml cans; and a five-strong 500ml range of Isotonic sports drinks. a Bestway Group 0208453 1234

Finance role Landmark Wholesale member L&F Jones, based at Midsomer Norton, has appointed Ann Sillwood as group finance director. She replaces John Schofield, who retires shortly.

Sillwood, a qualified accountant, has worked for several major companies, including Imperial Tobacco.

L&F Jones operates from a 58,000 sq ft warehouse, with a staff of more than 300. a L&F Jones (01761) 410595

Unsmoked bacon Country Range Group has launched 2.27kg packs of unsmoked back bacon, each containing between 38 and 42 rindless rashers. a Country Range Group (0845) 209 3777

08

February 2015

Delivered bolsters C&C Metro Group, which in recent years has been reducing the number of countries where it has cash & carry interests, recorded 1.4% likefor-like C&C sales growth in the first quarter of its financial year.

However, total C&C income over the corresponding three-month period was down from 8.5 billion euros to 8.2 billion euros.

While there were ‘distinct increases’ in Eastern Europe and Asia, with a double-digit like-for-like gain in Russia, figures were clouded by currency fluctuations.

Directors of the Dusseldorf-based group reported: “In Western

Europe, like-for-like sales (of Metro Cash & Carry) decreased slightly due to business development in Belgium and the Netherlands. In Germany, like-forlike sales also declined slightly.”

One particularly pleasing

factor was the growth of delivered trade through the cash & carries – up by more than 10%.

Over the three-month period, nine C&Cs were opened in various locations.

Metro has more than 700 C&Cs worldwide.

Russell joins Blakemore Wholesale James Russell (right) has been named as Blakemore Wholesale distribution managing director, reporting to group wholesale managing director Sam Wilcox.

Russell’s responsibilities in this newly-created role include the company’s new export operation.

He was previously managing director of Basildonbased Rowan International, which is engaged in the discount channel.

In addition to his three years at that company,

Russell worked for Britvic Soft Drinks, where he was in charge of the wholesale side, and Gallaher, where he

undertook different roles across finance, the supply chain and sales.

Commenting on the appointment, Wilcox said: “James has the experience and credentials to steer this important part of our operation to the next level and help us achieve our longerterm strategic objectives.”

Russell commented: “We will be expanding our customer footprint, both in the UK and abroad.” a Blakemore Wholesale (01902) 366066

Sharpe in new retail venture John Sharpe (pictured), who worked for Nisa as trading director for 24 years prior to setting up a consultancy last year, has moved to a new

www.cashandcarrymanagement.co.uk

online retail business due to be launched later this year.

He is joining Houghton Trading, a company formed in 1985 by brothers

Kishor and Pat Patel, and which until last year operated seven retail shops. It now has three Nisa Local stores – in Hemel Hempstead, Elstree and Stevenage. a Houghton Trading (01582) 583601

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[ INDUSTRY NEWS ]

Keeping ahead Booker Group sales, including Makro, in the third quarter to 2 January rose by 1.4% compared with the previous corresponding period.

Of this, non-tobacco income went up by 1% and tobacco business by 2.2%.

Booker alone like-for-like sales increased by 2.5%, with non-tobacco ahead by 2.6% and tobacco by 2.4%.

Chief executive Charles Wilson reported that the C&C division enjoyed a good quarter, with customer numbers up and sales on track.

Booker Direct, Chef Direct and Ritter all “performed in line with expectations”.

Nine outlets have so far been converted to the integrated Booker/Makro format. a Booker Group (01933) 371000

Chipping in JJ Food Service has been running several promotions in support of National Chip Week (16-22 February).

National account manager Sue Guilfoyle (below) said it was “a fantastic opportunity for pubs, restaurants, chip shops and schools to get involved”.

Customers can win a case of gluten-free Super-Crisp Chips, which were launched at the end of last year. a JJ Food Service (0843) 309 0991 10

February 2015

Irish chain’s new owner?

As this issue of Cash & Carry Management went to press, Appleby Westward owner BWG Group looked set to take over Londis in Ireland for around 23 million euros.

The convenience chain has about 200 symbol stores in the Republic.

The offer does not include the 2,000 Londis outlets in the rest of the UK. If the bid is accepted, the new owner has pledged that

it will retain the Londis name and invest in future growth and development.

BWG already controls 1,175 stores in Ireland, which operate either as SPAR, EuroSPAR, Mace or XL. Londis, which has been trading in Ireland for over 60 years, had sales of 195 million euros in 2013.

The proposed move comes shortly after the South African SPAR Group

paid 55 million euros for an 80% stake in BWG, whose total turnover is around 1.2 billion euros. BWG’s interests include 22 Value Centre cash & carries and a wholesale foodservice business. a BWG Group (003531) 409 0300

Lobbying for 5% VAT Bidvest 3663 has become the first major foodservice distributor to join the VAT Club Jacques Borel, the aim of which is to reduce the level of VAT in the hospitality sector from 20% to 5%.

The delivered wholesaler’s chief executive Andrew Selley said: “A number of our customers are members of the VAT Club.

As a large supplier operating within the sector, we want to do what we can to help.

“The reduction in VAT would enable the hospitality

sector to compete better with food retail, where the rate on the majority of food products is zero.

“Reduced rates would allow our customers to charge lower prices, thereby getting more customers in through the door, which would promote growth within the sector.”

Selley added that lower terms would help create more jobs and enable further investment to be channelled into wages and training.

The VAT Club Jacques Borel was formed five years ago and currently has nearly 60 members covering the club, restaurant, hotel and foodservice channels. It has offices in both London and Paris. a Bidvest 3663 (0370) 3663 000 a VAT Club Jacques Borel 020-7872 5535

Cheers for drinks wholesaler Drinks wholesaler Matthew Clark enjoyed a record December, with sales exceeding £100 million.

Wine business across the board rose by 3%.

There were several positive factors: premium varieties sold well, online ordering rose by 45%, and the number of customers using the online method was up by 68%.

Commercial director Ian Smith also reported that business with boutique

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Smith: ‘Delighted with the results.’

hotels grew by 24% and that champagne sales to the

‘quality local’ sector were up by 38%. Sparkling wines saw 20% volume growth.

In terms of country of origin, English increased by 58% and Argentine by 18%.

Smith told Cash & Carry Management: “We are delighted with the results, which reflect our ongoing commitment in supporting the on-trade and delivering quality and exceptional service.” a Matthew Clark (0844) 822 3910

[ INDUSTRY NEWS ]

Motorway deal extended

Palmer & Harvey, which has held a contract with Moto Hospitality since 2008, has been given a three-year extension by the motorway service area operator. The new deal runs until the end of 2017.

The delivered wholesaler is supplying 41 of Moto’s 57 sites with ambient, chilled and frozen food.

The arrangement follows P&H’s strategic partnership with Costcutter and a directto-store delivery contract

with Coca-Cola.

The wholesaler’s new sales & marketing director Jez Pegg said: “We are delighted to begin our 90th year by continuing to build on our successful distribution contract with Moto.

“Our national depot infrastructure and 1,500-strong fleet make us the first choice distribution partner for businesses of all sizes.”

Moto’s retail director Tim Gittins said that P&H had provided his company with “a consistently good service over a number of years”. a P&H (01273) 222100

On-Ward and up-Ward Martin Ward (below) who has been brand manager at Country Range Group for several years and who recently held a senior purchasing role, has been promoted to trading director.

He takes over from Mike Watson, owner of CRG member Ilfracombe Foodservice, who has retired from the CRG position.

Watson, whose company is a founding member of

CRG, had been trading director since the buying group’s inception 22 years ago. He will continue to play an active part on the group’s trading and main boards.

Ward, who graduated in business studies, first worked at Harvey Nichols in central London before becoming an ingredients buyer for manufacturing companies in the north of England. He joined CRG in 2002.

As trading director, he will be chiefly responsible for implementing the group’s long-term trading strategy. a Country Range Group (0845) 209 3777

Symbol hits right note SPAR UK’s overall like-forlike wholesale sales were up by 3.5% and own-brand wholesale business ahead by 8.1%* in the week to 28 December 2014 compared to the previous corresponding

period. In the same week, company-owned store likefor-like retail income increased by 5%.

The upward movements have continued into the new year, reports the group, with

like-for-like wholesale sales for the seven days to 4 January more than 4% up and SPAR brand wholesale sales ahead by 2%*. *excluding tobacco a

‘Terrific news’ In December, Landmark Wholesale cigarette sales rose by 14% compared with the previous corresponding month while licensed takings grew by nearly 5%.

The figures led to an overall increase of 10.5% from May to December.

Managing director Martin Williams said: “This is terrific news and highlights how our focus on key priorities is producing results month after month.” a Landmark Wholesale (01908) 255300

Trading post Brigid Davidson is the new trading director of Blakemore’s SPAR division. She joins the company from Iceland Foods, where she was head of buying.

Davidson replaces Mike Boardman, who became managing director of fellow SPAR wholesaler Appleby Westward last year (Cash & Carry Management: October 2014). a AF Blakemore & Son (01902) 366066

Same venue Confex will again hold its annual trade show at the Four Pillars Hotel & Conference Centre, near Cirencester, Glos – on 23 April.

On the day before the show, there will be a charity golf event followed by the group’s awards dinner. a Confex (01608) 652333

SPAR UK 020-8426 3700 www.cashandcarrymanagement.co.uk

February 2015

11

Host a

Pudding Party

and make the most of Spring occasions

As Spring approaches, footfall can be at a low ebb, after the expense of the festive period. However, this doesn’t mean that there aren’t smart opportunities to help drive your bottom line during quieter times.

A Kerrymaid Pudding Party is as good as it sounds and is a great way of livening up a slow evening. The Pudding Party is about trialing a selection of different desserts, and all your customers have to do is sit back and indulge, while scoring the puddings as they go.

The importance of using great dairy produce in a pudding is where Kerrymaid comes in. Kerrymaid offers a wide

range of dairy products created with the professional chef and busy kitchen in mind.

Independent research* has identified Kerrymaid Custard as the number one preferred custard as voted by consumers and Kerrymaid as the creamiest and best looking cream alternative.

The Kerrymaid range doesn’t just taste great; it has been specifically created

to deliver consistency during a busy service. Providing all the flavour, taste and texture of fresh cream, the products are highly versatile and suitable for use in hot or cold applications without splitting, and deliver great hold for the advanced preparation of many dishes.

Great puddings are important on their own, but served with a custard, sauce or cream, they become simply amazing!

Why choose Kerrymaid Cooks, Whips, Pours

Nine month ambient storage

Ready to serve straight from the pack, no mixing required

Creamy dairy taste

Whips to three times its own volume

Can be used in hot and cold applications

Contains no hydrogenated vegetable oils

Never splits even when used with acidic or alcoholic ingredients

Voted no.1 preferred custard by consumers*

*Research conducted by Cambridge Direction 2012 and 2014

help n a c d i a Kerrym ful s s e c c u s throw a Party Pudding ugh creating,

you thro dding can guide id a m y rr cessful Pu c u Ke s a g m the nd enjoyin estions fro running a g g u s e ip le point h rec Party. Wit wnloadab o d d n a d of Chefs n ensure ymaid ca Craft Guil rr e K – ls t, ateria nd insigh of sale m es, on-tre ip c re t a in re g eryth g access to In fact, ev . e ic v d a tial sful event! and essen t a succes s o h to d you nee aterials, site for m b e w id a errym ng and Visit the K e on hosti ic v d a d n help a Party: a Pudding marketing o.uk r ymaid.c r e .k w w w

The Old Wine Vaults Since The Old Wine Vaults in Faversham launched its first Kerrymaid Pudding Party in June 2014, the huge success of the event has meant that it has become a frequent addition to the diary, delivering increased footfall and gross profit of up to 60% per event. Why not start planning your Pudding Party today!

Make it a Party!

Pudding Parties are a fantastic way to theme busier Spring occasions such as Valentine’s day, Mother’s Day or Easter, and are suitable for all ages and ideal for anyone looking to have fun and socialise.

Operators can give their Pudding Party a Valentine’s Day twist by offering seductive choices such as this Chocolate and Passion Fruit Bavarois created exclusively for Kerrymaid by the Craft Guild of Chefs. And it isn’t just for couples, a singles Pudding Party can be great to encourage bigger groups to join in the fun as well...

Chocolate and Passion Fruit Bavarois Ingredients

Makes 4 Large Martini Glasses Method

To make the passion fruit glaze;

Mousse

1. Start by whisking the Kerrymaid Double to soft peaks, and set to one side.

1. Mix the water and sugar together and bring to the boil.

300g Kerrymaid Double

2. Warm the Kerrymaid Custard in a saucepan and add the chocolate, stirring all the time.

2. Remove from the heat and add the passion fruit seeds.

3. Allow the mixture to cool before gently folding in the Kerrymaid Double.

3. Soften the gelatine leaves in ice cold water.

When softened, remove excess water and add to the above mixture, dissolving the gelatine.

Passion Fruit Glaze

4. Leave the mixture to cool but not set, and pour on top of the mousse.

150g Sugar

4. Pour the mixture into chilled martini glasses leaving enough room for the glaze to sit on top.

5. Leave the mousse to set in the fridge before glazing with the passion fruit glaze.

5. Leave the glaze to set in the fridge for approximately 1 hour.

200g Kerrymaid Custard 220g Dark Chocolate

8 Whole Passion Fruits

225ml Water 2 Gelatine Leaves

Irish Dairy Craft For more information contact Customer Services T: 0800 783 4321 E: info@kerry-foodservice.co.uk W: www.kerrymaid.co.uk @KerrymaidDairy

Keeping it in the family With a business model built around family values and community spirit, few could have envisaged Wing Yip’s transformation from a little known Chinese grocer into the UK’s most renowned oriental wholesaler. But with two generations at the helm and a strategy built on generosity and customer loyalty, Wing Yip has redefined the C&C shopping experience.

By Michael Catling Editorial Assistant Exclusive insight s entrepreneurial stories go, Woon Wing Yip’s ascent from a penniless migrant to the UK’s first Chinese tycoon bears closer resemblance to a povertyto-prosperity film script.

Carrying little more than a scruffy £10 note, the founder of the UK’s leading oriental grocer left his family behind in Hong Kong and arrived in the UK by boat at the age of just 19.

Speaking near-perfect English, he spent the next 18 months working as a waiter before opening, with partners, his first restaurant in Clacton-on-Sea, Essex.

A decade later and with an extended portfolio of four restaurants and two takeaways in East Anglia, Woon Wing Yip partnered with his brother Sammy to open a specialist Chinese grocery store in Birmingham in 1970.

Forty five years on and the Wing Yip empire has reached unimaginable heights. Boasting a £104 million turnover, the West Midlands-based

A

14

February 2015

wholesaler supplies over 2,000 Chinese restaurants in the UK and is currently in the midst of consolidating and expanding its estate of four UK superstores.

Unsurprisingly, Woon Wing Yip's achievements have not gone unnoticed, and after receiving an OBE for his services to the oriental food industry in 2010, he was soon honoured with a Lifetime Achievement award at the World Food Awards.

Like all family businesses though, the mantle is eventually passed on to the next generation, and at the age of 77, Woon Wing Yip (pictured below) is deservedly taking a back seat.

Instead, much of the responsibility has been bestowed upon his nephew Henry Yap and son Brian, with the latter overseeing the trading operations from the group’s 10-acre Birmingham head office and national distribution centre.

Brian admits that it’s “a difficult juggling act”, with regular visits to Wing Yip’s Cricklewood, Manchester and Croydon superstores high on the agenda.

Spend a few hours in his company, however, and it is clear that Brian is relishing the opportunity to follow in his father’s footsteps.

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Fluent in Mandarin, Cantonese and English, he possesses a calming yet authoritative persona, with an admirable intelligence born from undertaking a three-year banking and finance degree.

“What we do is very simple,” says Brian (pictured above). “We move boxes for a living and there is no unique selling point. Moving more efficiently and effectively is the key to our success.

“Coining a phrase from Dave Brailsford, the British cycling coach, it is all about looking for a 1% improvement in everything you do, rather than doing just one thing 20% better.”

It is an analogy that Brian uses to explain why the company has postponed plans to open new stores in Nottingham and Cardiff, instead embarking on a sustained redevelopment project.

“The difficulty is manpower and ensuring we keep within our means and do not over-expand,” says the 39-yearold.

“We are regularly looking for sites and we still own those in Nottingham and Cardiff. We will build there in the future and we have bought some new land in Cricklewood as well.

[ BEHIND THE SCENES ]

From left to right: Brian Yip, Sammy Yap, Woon Wing Yip, Henry Yap.

“Meanwhile, our Croydon store is a big point of focus and we hope to break ground in the second half of this year.

“The site is over 20 years old and demand for oriental goods has increased since then. That’s why we are almost doubling the store’s size from 40,000 sq ft to 70,000, and adding a rooftop car park.”

Brian points to the emergence of celebrity chefs, such as Ken Hom, Rick Stein and Ching-He Huang, as instrumental figures in the rapid expansion of Far Eastern gastronomy, with Chinese food ranked as the number one cuisine in the UK (Sharwood’s).

‘We put family values at the heart of our business because we know how highly our customers value trust’

“We are very responsive to latest food trends, but we stick to what we know and only stock oriental and Asian products,” explains Brian. “We do have a lot of niche items which have been imported and are only available from one of our stores.”

From jackfruit and grass jelly to rambutan and dried orange peel liquorice, such an eclectic range of weird and wonderful products evokes memories of a 1980s sweet shop.

Wing Yip at a glance Opening times: Monday to Saturday: 9.30am – 7pm* Sunday: 11.30am – 5.30pm Product lines: Over 4,500 oriental items covering Pan-Asian concepts, including Indonesia, Japan, Korea, Thailand and Vietnam.

Total staff: 367 Head office tel: 0121-327 6618 Website: www.wingyip.com

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February 2015

15

*Wing Yip’s Cricklewood superstore closes at 8pm.

Brian Yip, director, Wing Yip

With nearly half a dozen aisles devoted to sweet chilli sauces, noodles and frozen prawns, it would be advisable for all four superstores to carry a disclaimer, preparing those of an indecisive disposition.

Instead, any humour is reserved for a goldfish tank in the corner of the Birmingham store, with a ‘Display Only Sign’ drawing plenty of finger pointing as customers marvel at an impressive display of live crab, carp and lobsters.

Unlike most cash & carries, Wing Yip is open to the public, with all four sites boasting a bilingual business centre.

Brian admits that business and family represent a focal part of the Wing Yip philosophy, with customers being able to utilise nearby beauticians, oriental restaurants, solicitors, Thai massage parlours and other specialised services.

“We put family values at the heart of our business because we know how highly our customers value trust,” says Brian.

“We offer a bursary programme every year to all our staff to fund their children’s education and we also sponsor students from abroad, in collaboration with Churchill College.

“It is all about giving back to the community. My dad was never obsessed with earning lots of money.

That’s why he set up the Wing Yip Charitable Trust over 30 years ago.”

Brian acknowledges that 2014 was tough for the foodservice industry, with increasing utility costs and discerning consumer spending habits resulting in reduced margins.

The very mention of the new EU Food Information Regulations causes Brian’s eyes to roll, with much of his dissatisfaction linked to the extra burden being placed on caterers.

Listening to Brian’s reasoning, though, it is hard not to become captivated by his humility and sincerity.

He speaks openly about the company’s plans to sponsor the illumination of a 40-foot granite pagoda, donated by the Wing Yip family to Birmingham city centre in 2002, yet remains relatively coy about his personal achievements.

He credits his colleagues for being named the Young Wholesaler of the Year at the FWD Gold Medal Awards in 2009, and cites a “team effort” for Wing Yip’s sales growth last year.

For many, trophies and awards act as a barometer for success. Yet Brian simply takes fulfilment from his family’s graft and ambition to thrive in such a cut-throat industry.

His greatest pride is reserved for placards and pictures dating back to the 1960s – all of which adorn the corridors at the Birmingham head office, which bears the hallmarks of a private museum.

Brian marvels at how the business has “transformed over the years”. Such appreciation for the company’s heritage perhaps explains why one in 10 employees have stayed with Wing Yip for over 20 years.

There is a penchant for equality, and customer service and inclusiveness rank above everything else.

In comparison with most film scripts, Wing Yip probably lacks the drama and in-house politics to rival the very best.

But based on feel-good factor alone, it stands head and shoulders above the CCM rest.

[ SPOTLIGHT ]

sponsored by

John Searle, trading director of Landmark Wholesale What most frustrates you in business and in life generally?

‘Computer says no’; headphones in the street – worse still on cyclists; mobile phones on trains; and ‘Celebrity’ anything on TV (except Strictly...shh!).

If you were able to retire tomorrow, would you?

I doubt it, not just yet, but when the time does come it will involve travelling to the remoter places on our planet and messing about on the river. I have owned three boats. Although I don’t own one now, there is definitely a role for a fourth.

What advice would you give someone starting his/her first job?

Trust others, believe in yourself, be willing to make mistakes and get on with it.

From would-be sailor to wholesaler What has been the major milestone or turning point of your career?

I have always worked in wholesale/ cash & carry, starting with a part-time job in 1978 with Lonsdale & Thompson.

I progressed to buying and managerial roles with L&T, Linfood, Booker and Landmark. This was broken only by a six-year spell with T&S stores (before Tesco!) which, while challenging, exciting and rewarding, was not where my heart was. So the turning point of my career came on 9 July 2002 when I rejoined Landmark.

How do you maintain a work/life balance and how have developments in technology affected this?

Make the weekends count with family and friends. Personally, I am happiest in the kitchen, whether cooking for two or 20. Smartphones, as an aid to business, are brilliant, but at the dinner table, no thanks! Be a master of, and not a servant to, your phone and we all stand a chance of the perfect work/life balance.

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February 2015

Who has been the biggest inspiration to you?

Mike Lynch, depot buyer at Lonsdale & Thompson Upper Ground, who would say “I’m ever so humble” – his simple response to self-importance – but it taught me that everyone’s role in any business is essential to its success.

What type of business would you go into if it wasn’t C&C/wholesale?

I haven’t really given it much thought since my nautical ambitions were overcome while at school by the lure of the cash & carry. However, if there were to be a late redirection, it would have to involve a kitchen.

If you had a million pounds to invest, how would you spend the money?

A cookery school or a small fleet of canal boats. Now there’s a plan…six CCM numbers anybody?

Colour blindness scuppered early ambition After attending The London Nautical School in London, John Searle set out to join the Navy and left with O-levels in Navigation and Seamanship, as well as a Helmsmans Certificate.

However, his ambition was scuppered when he was declared colour blind, and the immediate offer of a trainee buyer’s job at Lonsdale & Thompson in Nine Elms in 1979 set him on his wholesale career path. After 12 months he got his first depot buyer’s job at L&T Redhill, moving to King’s

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Cross three years later. Between 1986 and 1990, he took on various deputy and general manager roles with Booker, and he then joined Landmark for the first time as licensed trader.

Searle was approached by T&S Stores in 1996 to head up its licensed business and develop the One Stop convenience offer. In 2002, he rejoined Landmark as senior trading controller licensed, and two years later he was promoted to his current post of trading director.

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[ EMPLOYMENT LAW ]

New system of parental leave comes into force in April • From

1 July, the two-year cap on backdated holiday pay claims raised in the Employment Tribunal will come into force.

Meet the HR expert Cate Ritchie, 121 HR Solutions Cate Ritchie is a fellow of the Chartered Institute of Personnel and Development

•A

draft order to outlaw caste discrimination is expected to be introduced later in 2015.

arious changes in employment law are due to come into effect over the next few months. Here are the key reforms that employers and employees should be aware of.

V

• Various

changes were expected in 2015 as a result of the Small Business, Enterprise and Employment Bill.

However, due to the timing of the general election, it is unlikely that these changes will come into force before CCM parliament dissolves.

• The new system of shared parental leave (SPL) will be available to parents of children due to be born or placed for adoption with them on or after 5 April 2015. This provides parents with equal opportunity to take what was traditionally maternity leave for women.

• The requirement for 26 weeks’ service before employees become entitled to adoption leave will be removed on 5 April 2014.

• A new right for both single and joint adopters to attend adoption appointments will come into force on 6 April 2015.

• The

right to take unpaid parental leave will be extended to all parents of children up to the age of 18 years. This type of leave is currently only available where the child is under the age of five or under 18 if they are disabled. This is due to come into force on 5 April 2015.

This form of parental leave should not be confused with shared parental leave (see the first point in this article).

• The

annual index-linked change to the Employment Tribunal compensatory award cap will take place with effect from 6 April.

• The ‘Fit for Work’ service, which will

and assist employees to return to work who have been absent for four weeks or more, is expected to be fully operational throughout the UK by the end of May 2015. This includes funded support for employees to return to work and a mediation service to work with both the employee and the employer to aid a return to work.

The UK’s most irritating office behaviours!

We have all had colleagues with habits that just rub us up the wrong way!

Now, thanks to Flexioffices, a supplier of serviced office space across the UK, we have the results of its survey of 2,005 of the nation to find out what really gets on people’s nerves.

Up first with 17% of the vote is the ‘Blame Dodger’, the person who does anything in his power to deflect the blame. We have all heard: ‘Someone told me to do that’.

Next is ‘Lateness’ – this person shows up late to everything and still leaves on time at the end of the day!

This accounted for 15% of the vote.

In third place, with 14%, is the ‘Nosey Parker’, the colleague who

provide occupational health assessments 18

February 2015

121 HR Solutions provides employers of all sizes with professional, cost-effective human resource support. If you need further guidance about forthcoming employment law changes or any other HR issue, please contact Cate at cate@121hrsolutions.co.uk or phone (0792) 121 3890.

www.cashandcarrymanagement.co.uk

sticks his nose in to offer his opinion on a matter when it is not required!

Another pet hate is the ‘Clutterer’, the person who works in a mess and can never find anything amongst the dirty coffee cups, staplers, papers and magazines stacked on his desk!

Finally, an honourable mention must go to the ‘Phantom Printer Jammer’ – this person frequently jams the printer or allows the copier to run out of paper and never owns up or fixes it!

What was interesting about the findings of this survey is that these issues were mostly reported by 18-24 year olds from Scotland. Either these people are the most easily annoyed or they have the most time on their hands to complete surveys!

FOR SALES GROWTH 9X FASTER THAN THE TOTAL SOFT DRINKS * CATEGORY • Worth over £91m, growing by 9.8%* and bringing in over 250,000 new households** • Massive sampling campaign in 2015 to drive further trial • Striking packaging to stand out on shelf

Sources: *Nielsen MAT w/e 27.9.2014. **Kantar World Panel 52 w/e 12 October 2014. © 2015 The Coca-Cola Company. ‘Coca-Cola’, ‘Coca-Cola Zero’ and the design of the contour bottle are registered trademarks of The Coca-Cola Company.

[ SUPPLIER STRATEGY ] Rustling up something special...

Kepak Convenience Foods Founded: 1981

Website: www.kepaktrade.co.uk

Head office: (01772) 688300

Brand focus: Rustlers

Rustlers in numbers a

a a

2014 sales in convenience totalled more than £37 million, up 5.9%.

Over indexing at 200% vs grocery.

Rustlers Super 6 range represents 43% of all sales within the micro snacking market.

All data: IRI

‘Only one in four of our core target market buys micro snacks regularly, so the potential is huge’ – Angela Daulby, channel director at Kepak.

Words: Michael Catling

New this year: Kepak Convenience Foods has announced a multi-million pound investment to double sales in the convenience channel over the next three years. The UK’s leading supplier of micro snacks has targeted four shopper missions – breakfast, lunch, onthe-go and substantial snack – to help attain £66 million annual sales in the convenience sector by 2018. Led by its Rustlers brand, all 2015 activity is aimed at driving growth in the ‘hot, quick and tasty’ category, while also reflecting the evolution of its customer base (40% female, with a 16 to 34 age profile).

Accelerated growth development To coincide with the introduction of a refreshed logo and packaging redesign, Kepak has revealed a sustained NPD programme for Rustlers. A new ‘Cook in Pack’ range, featuring Quarter Pounder (rsp £2.50), Bacon Roll (rsp £2) and BBQ Rib (rsp £2.50), is currently being trialled at Nisa, CJ Lang & Son, Spar and James Hall. Supported by PoS material, including wobblers, shelf talkers and bus stops, the concept offers a low maintenence solution for retailers and is forecasted to generate £1.5 million incremental sales by 2016.

Elsewhere, Kepak has also released a new limited-edition 20

February 2015

range, entitled ‘Hot and Kicking’. Pricemarked at £1, the Habanero Chilli Burger and Chipotle BBQ Hot Dog variants will be available throughout 2015, with two new panini products – Chicken & Pesto and Pepperoni – set to join the Rustlers portfolio in May. Multi-media investment The Rustlers ‘on-the-go’ range will feature prominently in a new digital campaign, representing 40% of Kepak’s total media spend. The company expects to engage with six million people via social media, video on demand, sampling campaigns and reader offers. To increase shelf standout and encourage trial, a new on-pack promotion linking with this summer’s blockbuster movie, Terminator Genisys, will feature across eight million Rustlers’ packs in June and July, backed by a £100,000 digital and social drive. To conclude the brand’s activity, the Hunger Monkey TV commercial is scheduled to return in the autumn.

for Rustlers to new heights this year. We will be tripling our field sales investment and spending 45,000 hours with around 3,600 retailers over the next three years to improve merchandising.”

Kepak’s advice for wholesalers: Stock control: make sure your core range of micro snacks has good availability, both on and off promotion.

Visibility: position the fixture in the right location within the chilled room to ensure that it is visible to retailers.

Creating impactful displays and capitalising on seasonal trends will also help to entice new customers.

Range: offer the optimum range of market-leading brands, such as Rustlers, to help retailers meet shopper demands. PoS material, like bus stops and posters, will help customers make informed decisions on the right CCM products to stock.

Market overview a

Kepak’s commitment: Angela Daulby, Kepak’s channel director, says: “The combination of increased resource and focus on the convenience channel, major TV advertising, on-pack promotions, a new look and innovative NPD will drive demand

www.cashandcarrymanagement.co.uk

a

a

The convenience channel accounts for 23% of Kepak sales (vs grocery average of 7.7%, IRI).

Symbol groups generate 40% of micro snack sales, up 5.1% (IGD).

Food to go represents a £5.2 billion opportunity in convenience, according to Kepak.

[ LEGAL ADVICE ]

How to manage a dispute and reduce the risk of litigation litigation and more appropriate for the type of dispute. Your legal expert can help you identify the best method.

Meet the legal expert Helen Jenkins, Legal Edge Helen Jenkins is a legal counsel to small and medium businesses

ome issues just don’t go away. Whether a dispute is large and business critical or small but persistent, you can guarantee it will be disruptive, timeconsuming and result in unwanted cost.

In the sequel to last month’s article on avoiding commercial disputes, here are my top 10 tips for what you should do when a dispute does arise and how to minimise exposure to legal risk:

7. Evaluate the cost Without a doubt, you will need to make provision for legal advice and possibly make financial provision for exposure to liability and the other side’s legal costs.

You should also consider possible knock-on effects, like loss of business or increases in insurance premiums.

S

1. Identify the issues The first thing to do is pull together the facts. Get all the information you can: copies of contracts, documents, and who’s involved (both in your business and externally). Without the facts, you can’t make an informed decision about what to do next. Don’t panic or be too hasty. If you go in with guns blazing, you could make matters worse.

before you open negotiations. If you are trying to settle, then you may want to negotiate ‘without prejudice’ so that the other side cannot later rely on what you have said if you do end up in court.

4. Seek expert help If you can’t agree a solution then you will need expert legal help to advise on the potential liability or the strength of your position. Take time to appoint the right expert who has experience with the area of law relevant to the dispute.

You may also need experts in other fields, so identify early on who can help.

‘Don’t underestimate the resources you will need to get through a dispute or litigation. This will involve management time and effort’ 2. Have a strategy from the outset Whether in negotiation or litigation, have a strategy from the outset.

Consider at what point you would settle, for how much and when to walk away.

As in business, legal strategy can change and should be flexible so that you can adapt to your opponent’s moves, new facts and information.

3. Consider negotiating What will it take for the issue to be resolved – a simple apology, replacing product or compensating for loss? You will need to know your legal position

5. Identify your options Should you wait before you take action or are there time limits in place that dictate when you have to do something or prevent you from making a claim? Is there something else you can do to avoid litigation and do you need to preserve an ongoing business relationship?

6. See if there is another way If you have a contractual dispute, the contract may provide for how it should be managed, such as through mediation or arbitration. These routes may be less costly and more flexible than

8. Manage the process Don’t underestimate the resources you will need to get through a dispute or litigation. This will involve management time and effort, including collating documents and potentially witness statements. Get a good team in place and make sure your staff know what their obligations are in respect of document management and retention.

9. Manage the outside world There may be unwanted media coverage or damage to your reputation with your customers. You should plan for this and manage it properly. Consider timely statements to customers but watch out for confidentiality restrictions.

10. Review and learn Once the dispute is resolved, whether by negotiation, settlement or litigation, it will be tempting to shut the book and forget what happened. What you should do is review what happened, learn from your mistakes and, where necessary, make changes to your business process to stop the same thing from reoccurring. You should also note what you CCM would have done differently.

Legal Edge are a team of experienced legal consultants who provide commercial and practical advice to companies on managing and reducing legal risk.

Helen Jenkins can be contacted at helenjenkins@legaledge.co.uk.

www.cashandcarrymanagement.co.uk

February 2015

21

[ PRODUCTS & PROMOTIONS ]

Blockbuster campaign significant opportunity to drive incremental sales,” says Matthew Williams, marketing activation director for chocolate at Mondelez.

“We know there is little overlap in terms of shoppers and usage occasions and combined they have a reach of 32 million consumers, so the opportunity for retailers is huge (Kantar).”

Elsewhere, the company has released a new on-pack promotion for Dairylea, giving consumers the chance to win unlimited Vue 3D cinema passes for the whole family.

An annual family pass will be up for grabs every week until 29 March, with additional Vue cinema family tickets being given away every day.

The promotion, which is backed by digital and in-store activation, features across Dairylea Dunkers multipacks, Dairylea Stripcheese and Lunchables products – all of which display limitededition ‘moo-vie’ inspired pack designs. a Mondelez International (08702) 400861

BURTON’S BISCUIT COMPANY – The second largest biscuit supplier in the UK (Nielsen) has extended its £47 million Maryland brand by introducing two Soft Baked cookie variants.

With an rsp of £1.99, Maryland Soft Baked come in Caramel & Choc Chunk and Double Choc Chunk styles, with 8 x 25g cookies in each pack.

The launch involves a substantial investment by Burton’s in new manufacturing technology, together with a £3 million support package.

This includes national television advertising, which is due to air in late spring. a Burton’s Biscuit Company (01727) 899700

Barista brew

Making a splash

Igniting interest

NESTLÉ PROFESSIONAL – The Nescafé Azera range of barista-style coffee sachets has been extended with new Cappuccino and Latte variants.

Priced at £19.99 for a case of 50, the two launches offer wholesalers a greater range of super-premium products to help the hospitality industry and workplaces meet growing demand for high quality coffee.

Cappuccino and latte are ranked as the most popular coffees in the out-ofhome sector (Allegra), with 99 million lost coffee sales in the hospitality industry linked to poor quality (Incite). a Nestlé Professional (0800) 745845

MULTIPLE MARKETING – Sunmagic has launched a three-strong range of kids’ juice drinks – the first of their kind to be deemed healthy or ‘school-compliant’ by new government regulations.

Packaged in 330ml PET bottles, Sunmagic’s 45% Fruit Juice range is available in three variants: Amazing Apple & Blackcurrant (purple bottle), Outrageous Orange (orange) and Awesome Apple (green).

All three skus (rsp 69p) feature a sports cap for convenience and are available to the trade in cases of 12 x 330ml. a Multiple Marketing 020-7274 6090

RITMEESTER CIGARS UK – The manufacturer behind the Royal Dutch Panatella brand has launched a new single stick variant.

Priced at £12.99 for an outer of 20, Royal Dutch Panatella Singles offer retailers a POR of 22% if sold at the rsp of £1.

Single cigars are a popular purchase at convenience stores, with consumers looking for a single smoke on the way home or when they get home.

Branded presentation tins are also accessible from local Ritmeester territory managers. a Ritmeester Cigars UK 0118-903 4921

PRODUCT OF THE MONTH

MONDELEZ INTERNATIONAL – Cadbury Dairy Milk (CDM) has invested £7 million in a multi-channel marketing campaign, to remind consumers about the great variety of popular flavours and textures across CDM tablets and countlines.

The campaign, which features a raft of 120g and 200g CDM packs, will run throughout the first quarter of the year and include TV, PR, outdoor, digital, in-store and sampling activity.

“Focusing the campaign on both tablets and countlines provides a

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February 2015

www.cashandcarrymanagement.co.uk

Textural trial

FEBRUARY 2015

E ID U G T N E M E G A N A M Y R O CATEG

Exclusive views from suppliers, wholesalers and buying groups

ch ar M ue

s is

DON’T MISS NEXT MONTH...

Scottish Wholesale Achievers special supplement Exclusive interview with FWD chairman and Landmark managing director, Martin Williams Bestway Performance Awards review Five category insights: a Energy Drinks a Ice Cream & Frozen Foods a Laundry & Homecare a Snacks & Biscuits a Tobacco

H ISSUE ADVERTISE IN OUR MARC

For more information, call (01342) 712100 or contact mail.winlove@btconnect.com www.cashandcarrymanagement.co.uk

Promo Checker is a website reporting national promotional activity from suppliers in key wholesale outlets

“Promo Checker enables me to quickly get a rounded view of all the relevant promotional and competitor activity. This is mainly down to its concise and informative format.”

John Sutcliffe, Out of Home & Convenience Channel Controller, Taylors of Harrogate

For further information:

www.cashandcarrymanagement.co.uk tel: 01342 712100

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YOUR DEFINITIVE CATEGORY MANAGEMENT GUIDE 28

Biscuits sponsored by Burton’s Biscuit Company

30

Caribbean Foods sponsored by Grace Foods UK

32

Coffee sponsored by Nestlé Professional

34

Confectionery sponsored by Mondelez International

36

Dairy sponsored by Kerry Foodservice

38

Flavoured Milk sponsored by FrieslandCampina

40

Hot Snacking sponsored by Kepak Convenience Foods

42

Laundry sponsored by Unilever

44

RTDs sponsored by SHS Drinks

46

Soft Drinks sponsored by Coca-Cola Enterprises

48

Spreads sponsored by Unilever

50

Tobacco sponsored by Imperial Tobacco

52

Tea sponsored by Tata Global Beverages

54

Toiletries sponsored by Unilever

26 The wholesale perspective A leading cash & carry and buying group reveal the secrets to their category management success. Michael Catling reports.

For more information on our Category Partners, visit: www.cashandcarrymanagement.co.uk www.cashandcarrymanagement.co.uk

February 2015

25

[ CATEGORY MANAGEMENT ]

Standing out from the crowd The UK’s largest independent cash & carry and one of the oldest buying groups assess the importance of category management and explain why customer loyalty holds the key to future development. n an era where new regulations, technological innovation and changing consumer habits have taken centre stage in the wholesale industry, the importance of category management has perhaps never been greater.

The rapid growth of discount stores and online purchasing has created an increasingly fragmented market, with many retailers suffering from reduced margins due to the price war between the major multiples.

This knock-on effect has necessitated a more collaborative and less-ismore approach to category management, with simplistic navigational tools and consistent product groupings favoured over promotional blizzards and overloaded fixture displays.

Speaking at a conference last year, IGD chief economist James Walton urged wholesalers to create a compelling reason for customers to come back by “reinventing the depot experience,

I

26

February 2015

utilising technology for trading and staying relevant”.

To provide added flexibility for its customer base, Bestway and Batleys operates a full multi-channel approach to communication, with website advice, SMS messaging, app alerts, business

‘The customer is at the heart of our various channels of communication’ Martin Race, trading director, Bestway Wholesale development executive visits and telesales complementing more traditional methods of communication.

Martin Race, trading director at Bestway Wholesale, believes that more retailers are now embracing new technology, with the company’s new

www.cashandcarrymanagement.co.uk

app featuring in the UK’s top 10 chart for business downloads.

“The customer is at the heart of our various channels of communication,” explains Race.

“Some messages require more immediacy so therefore SMS and email are the preferred options. But if more detail is required, then face-to-face meetings and mailing information are the best policies.”

Boasting the widest retail range of any UK wholesaler, Bestway and Batleys prides itself on quickly identifying fast and slow sellers and adjusting stock levels according.

“Managing rate of sale is critical as lost sales means lost profits for customers,” says Race.

“Product availability is a key cornerstone of Bestway and Batleys and it is all about ensuring retailers have adequate stocks of best-sellers and eliminating out of stocks.”

Bestway and Batleys has recently

[ CATEGORY MANAGEMENT ]

initiated plans to re-evaluate how products are displayed in aisles to make the shopping easier for customers.

Although the company shares a similar ethos to manufacturers in grouping products together, Bestway and Batleys produces planograms for its Best-one stores and independents based on what sells through the group, rather than from a national perspective.

“We believe this allows customers to focus on the best-sellers in independent convenience, rather than across all channels like the major research houses do,” explains Race.

“It also frees up space for packs that are exclusive to our channel and ownlabel, which sell fantastically well in some categories.”

Sharing the same goals Tom Gittins, business development manager at Confex, has identified frequent collaboration as a key element in successfully implementing category management and guaranteeing longterm growth for both the member and the supplier.

“Over the past five years, we have seen our wholesale members having to diversify in order to survive in an ever competitive market,” says Gittins.

“As well as specialist wholesalers within the Confex membership, we have more members who are now stocking more skus across a wider range of product categories.”

To help facilitate the purchasing decision, Confex provides an online

resource which details each category and offers advice on top selling skus.

“We try to update our information each quarter, but this can depend on current market data, which varies according to different categories,” says Gittins.

“We use independent marketing agencies where possible and are currently working on a bespoke market research project with KAM Media to find out what delivered wholesale customers are looking for in terms of service and products moving forward in 2015 and into 2016.”

Confex’s members receive regular updates on brand and own-label buying habits across retail and foodservice, with unbiased core ranging advice and detailed planograms also accessible to help minimise risk and maximise sales.

Gittins believes the greatest difficulty is finding the right customer for an NPD to ensure it gains traction and market share in the medium term.

“In an ideal world, every supplier would like to see all wholesalers stock every sku within their range,” he adds.

“However, this is unrealistic and unprofitable not only for the wholesaler, but also for the supplier who does not want its products sitting in a warehouse.

“The key to category management is for the supplier and wholesaler to work together on their product mix to ensure sell through.

“When the relationship is working, we see the member willing to stock new products as it has faith that the supplier understands its individual business needs and is not just after a quick win CCM with NPD,” concludes Gittins.

‘The key to category management is for the supplier and wholesaler to work together on their product mix to ensure sell through’ – Tom Gittins (pictured, inset), business development manager at Confex.

www.cashandcarrymanagement.co.uk

February 2015

27

Grab a Bite of the Massive £2.6bn 1

Right Display Special Treat

Are your retailers stocking the correct range?

CBBs

• Allocate the right space by category to reflect market sales

Everyday Treat

See diagram for guidelines

Everyday

Source 2

2

Best Sellers

Right Range Stock the most popular brands and treat your customers!

• Over 45% of spend is on treatier biscuits 3 • Make sure range reflects this

3

• Merchandise by reason to shop: Top Up: Everyday, Chocolate Biscuit Bars Family Treat: Everyday Treat Special Occasion: Special Treat

A Big & Important Category

3

1. McVitie’s Ja ffa Cakes 2. McVitie’s C hoc Digestives 3. McVitie’s Pl ain Digestives 4. Cadbury Fi ngers 5. Kit Kat 6. McVitie’s Ri ch Tea 7. Maryland Cookies 8. McVitie’s C hoc Hob Nobs 9. Maryland Chunky Cookies 10. Jammie D odgers

- Treat - Treat - Everyday - Special - CBBs - Everyday - Treat - Treat - Special - Treat / Kids

n

.6b assive £1 2 m a s it • Biscu ing and grow t e k r a m

lds f househo o % 9 9 y b 1 • Bought ar e y a s e 46 tim x rowing 4 g l e n n a 1 ch • Impulse ket r a m l ta than to faster ter g 3x fas in w o r g d 1 • Brande bel la te a iv r than p * Fish ‘n’ Chips, Cathedral City Baked Bites, Snack a Jacks, Ryvita Minis, Jacobs Oddities, Ritz Minis.

Sources: 1. Kantar Powerview 07/12/14. 2. Nielsen Total Convenience MAT 6/12/14. 3. IRI Aztec Total Subscribed Markets 30/11/14.

4. HIM! 2014. 5. Kantar 2014. 6. Nielsen Total Impulse MAT 6/12/14 Based on £ ROS on products wtd dist > 15%. 7. Him! Food-To-Go online research 2014.

All Cadbury trademarks and copyright are owned by Mondelez International group and used under licence.

All Cathedral City trademarks and copyright are owned by Dairy Crest Ltd and used under licence.

Biscuit Opportunity!

1

Maximise NPD

Growth vs YA 27.4%

• Convenient savoury snacks 6* growing + 6x faster than total savoury

6

On the Go Opportunity

• 28% of shoppers are looking for a mid morning or afternoon snack: Biscuits are 7 the perfect fit for this need

• 31% of shoppers still only buy 1 item: Strategic off-shelf merchandising drives impulse purchase and basket spend

7

• Biscuits are the No.1 snacking choice at home. Single serve makes snacking out of home easier. Stock the well 7 known treaty brands

4.3% Total Savoury

• Burton’s Fish ‘n’ Chips has the highest ROS in savoury biscuits 6*

Convenient Savoury

Savoury Biscuit Sales

On The Go R Fixture & S ecommended hare of Sp ace eatiness

5

oes off-shelf Ensure NPD g pulse sales. to capture im ers are more Biscuit shopp ore d therefore m 4 impulsive an w products likely to try ne

y/Level of Tr

• Premium NPD is key to driving incremental category growth 5

Time of Da

4

Treats Cereal Ba

rs

Healthier

Merchandising biscuits snacks with hot drinks is a great opportunity for link sales

he Caribbean food •T and drink category is worth £92 million and is growing at +5% YoY* race Foods UK is •G e the UK’s number on d an d foo Caribbean th drink supplier, wi of annual retail sales * on £32 milli

Food * Source: UK Afro-Caribbean Sales, and Drink Category, Retail 5 MAT 52 w/e January 3rd, 201

race Foods UK •G of accounts for 34.9% (Chilli), and ** Source: IRI UK Table Sauces all Caribbean food 5 201 uary Jan 3rd w/e 52 * MAT drink sold in the UK

NURISHMENT is the UK’s number one nutritionally enriched milk drink*, available in the iconic can and PET formats.

Grace Aloe Vera meets fast-growing consumer demand for more choice in functional drinks.

Available in 500ml PET, rsp £1.09.

New Grace Aloe Refresh offers consumers a 50% reduced sugar variant, available in original, strawberry and mango flavours.

For more details on how Caribbean food can boost sales in your store, call

01702 326 555 or visit our website

www.gracefoods.co.uk

This year’s Caribbean Food Week runs from August 24 – 31.

Encona Sauces is the There’s never been UK’s best-selling hot a better time to stock pepper sauce**, boosted up on the Caribbean by profit-boosting food and drink that NPD and heavyweight your customers will brand support. be looking for.

The planogram below sets out how you can merchandise the Caribbean fixture in-st ore, using market-leading brands to signpost the category, attracting both ethnic and mainstream shoppers. Block similar brands and products together and remember to make effective use of shelf ready pack aging and POS.

RESPONSIBLE COFFEE. IT’S OUR BUSINESS. Make It Yours.

Our business is about more than just responsible coffee farming.

Our business is about reducing the environmental impact of our products.

At NESCAFÉ®, we do things differently. We’re developing better farming practices, using our local coffee factories and creating objectives for every part of our business - from plantlet, to production, to distribution, to the cup in a customer’s hand.

We’re making our coffee more responsible and embracing our social responsibility.

Join us, order today

NESCAFÉ® ORIGINAL Decaff 1 x 500g

NESCAFÉ® ORIGINAL 1 x 750g

® ® NESCAFÉ GOLD BLEND Decaff 1 x 500g ® ® NESCAFÉ GOLD BLEND 1 x 750g

We are proud to be part of it, are you?

For more information visit www.nescafe.com

It all starts with a ®

® Reg. Trademark of Société des Produits Nestlé S.A. Subject to availability.

ON TV APRIL

2015

Drive your mid morning sales with NEW Cadbury Dairy Milk Oat Crunch

150 cals

From The Nation’s No.1 Chocolate Brand**

Follows the Top Chocolate Singles confectionery Launch of 2014!*

For further information go to deliciousdisplay.co.uk

* The Grocer Top Products Survey 2014 Top Launch Cadbury Dairy Milk Ritz & Lu

Steps to sweet success...

The UK confectionery market is worth over £4.8bn* so make sure your depot gets its share.

Confectionery Top Tips

Availability is key - always have a core range in stock Highlight the best sellers Encourage retailers to focus on a strong core range covering countlines, gifting and sharing products Make the most of each seasonal opportunity Ensure NPD and promotional products are stocked in advance of consumer media

Cadbury top ten recommended must stock countlines: 1 Cadbury Twirl 2 Cadbury Wispa 3 Cadbury Double Decker 4 Cadbury Crunchie 5 Cadbury Freddo 6 Cadbury Dairy Milk 7 Cadbury Wispa Gold 8 Cadbury Dairy Milk Marvellous Creations 9 Cadbury Boost 10 Cadbury Dairy Milk LU For the full Mondelez International core range recommended list go to www.deliciousdisplay.co.uk/tools

Offer choice by stocking both price-marked and non-price-marked packs Advise retailers about spending strategy: some retailers go for products with the highest profit margins, but that’s not always the best approach - a great margin on a product that doesn’t sell isn’t helpful

For great retailer category advice go to www.deliciousdisplay.co.uk Supporting convenience retailers online 24/7 Confectionery • Cheese • Biscuits • Hot Beverages

0870 600 0699

Speak to suppliers for support and information Offer educational material to retailers in depot

*The Nielsen Company, Total Coverage Value MAT to w/e 28.12.13

Irish Dairy Craft

The complete dairy solution for the professional kitchen A professional range of dairy products developed by chefs, for chefs, Kerrymaid is a trusted brand that offers functionality, versatility, consistency and above all the great taste of fresh Irish dairy to foodservice operators.

Wholesalers stocking Kerrymaid can be sure they are meeting their customers’ expectations for a competitive range delivering repeat purchase and customer confidence.

The right range for your customers For savvy customers looking for the very best branded alternative to fresh dairy, the Kerrymaid range delivers the creamy taste of Irish dairy in a convenient and flexible format. Stocking the full range offers customers the best choice for all their catering needs.

Key Cream Alternative Benefits: All the taste of fresh cream No hydrogenated fats

Does not split with acidic or alcoholic ingredients* Nine month Ambient storage

Gluten Free Can be used in hot and cold applications

Banana Bread Pudding with Caramelised Banana and Kerrymaid Custard Serves 8

Prep time 15 mins, plus 15 mins soaking time Cooking time 1 hour 30 mins Pre heat oven to 180°c

Banana Bread Pudding Method 1. Blitz the bread to a rough crumb, add the dried fruit and spices and mixed spice 2. Mash the bananas, add to bread mix, stir in milk and Kerrymaid Single 3. Mix in eggs and brown sugar.

Leave to stand for 15 minutes 4. Grease a 20cm non-stick baking tray or square cake tin with Kerrymaid Buttery 5. Once bread mix has started to swell, add remaining melted

Kerrymaid Buttery, mix thoroughly and transfer into greased tin 6. Place in preheated oven and cook for an hour. Sprinkle over 2-3 tbsp of brown sugar for the remaining 30 minutes 7. Remove from the oven and leave to cool slightly while making your caramelised bananas

Caramelised Bananas Method 1. Heat the caster sugar and water together to form a caramel. Once the caramel starts to bubble and turn golden, add the sliced bananas and shake the pan to coat well 2. Cook for 1-2 minutes and serve with a slice of your banana bread pudding and lashings of hot Kerrymaid Custard

Ingredients 500g white bread 350g dried fruits 6 very ripe bananas 3 tsp mixed spice 300ml milk 300ml Kerrymaid Single 2 large eggs, beaten 140g brown sugar, plus extra for topping later 120g Kerrymaid Buttery Ingredients for Caramelised Bananas 75g of caster sugar 2-3 tbsp water 3 bananas peeled and sliced 35g Kerrymaid Buttery Kerrymaid Custard

FOR MORE FANTASTIC SWEET AND SAVOURY RECIPES VISIT KERRYMAID.CO.UK

A Slice of inspiration that tastes just Grate!

Boasting exceptional performance, convenience and taste, Kerrymaid’s range of grated and burger slices meet the market trend for casual dining favourites making it the brand of choice for wholesalers all year round.

Key Grated Benefits: Even melt, No Oil Out

Creamy dairy flavour Cost effective 2kg pack

Produces great

Increased functionality

Doesn’t burn easily

Kerrymaid Original Slices Great taste and structure

Easily peelable for quick service

The perfect melt for burgers

The complete spreads solution Following extensive independent research to understand the needs of caterers, Kerrymaid has refined its spreads category. The research into chefs and their spreads usage reported that functionality was the most important factor when choosing a product.

Kerrymaid Buttery

KERRYMAID BUTTERY GIVES OUR SPONGES A GOOD RISE, MAKING THEM NICE AND LIGHT. OUR SHORTBREAD HAS A LOVELY COLOUR AND TEXTURE, AND WE ALSO USE KERRYMAID BUTTERY IN OUR SUGAR FREE FRUITCAKES – IT HELPS THEM HOLD TOGETHER REALLY WELL. BECAUSE IT SPREADS SO EASILY FROM THE FRIDGE, WE’VE EVEN BEEN ABLE TO USE IT IN OUR SANDWICHES TOO.

A multipurpose spread with the great taste of Irish butter.

HELEN WHEAT, HELEN’S BAKEHOUSE

The range of Kerrymaid Spreads offers wholesalers the complete portfolio to meet the demands of all foodservice customers, whatever their outlet type.

Kerrymaid’s complete range of specialist spread products include:

Spreads, Bakes, Cooks

Spreads straight from the fridge

The great taste of Irish Butter

Kerrymaid Premium Baking

Kerrymaid Mini Portions

Made specifically for cakes, pastries and pies with 75% vegetable fat spread.

Convenient portion sizes that spread straight from the fridge.

Easy-to-measure guide on pack

Designed for chefs by chefs

For some great recipe ideas and application videos from Kerrymaid’s development chef Lee Williams, visit kerrymaid.co.uk

Less mess than foils

Convenient for FoH

Spread the Word @KerrymaidDairy

A DYNAMIC CHILLED FOODS CATEGORY WORTH £451 MILLION*¹.

INTRODUCING...

BOUGHT BY 60% OF ALL UK HOUSEHOLDS*¹ FORECAST TO GROW TO £1 BILLION WITHIN THE NEXT 10 YEARS

Rustlers Super 6 range accounts for 43% of all micro-snacking sales*² 1

2

3

4

5

6

HQT PRODUCTS ARE...

HQT COMPRISES 4 SUB SECTORS MICRO SNACKING

QUICK SERVE MICRO MEALS

MICRO PASTRY

CHILLED SOUP

CHILLED EATEN HOT PREPARED IN UNDER 5 MINUTES NOTHING ADDED SINGLE SERVE OCCASION

Source: Source: *1 – IRI 52 w/e November 8 2014; *2 – IRI 52 w/e January 3 2015

ADVICE FOR DEPOTS

Focus on availability

Range

• Make sure there is good availability of the core range products on and off promotion.

• Kepak is working closely with depots to offer retailers the optimum choice of micro snacking products.

• Educate retailers on the importance of driving availability.

•

Enhance visibility • Use POS at the main fixture all year round and pallet displays off the main fixture for key promotions.

• Use standees outside the chilled room to drive footfall into the chiller.

• Work with suppliers to provide retailers with POS to help drive category visibility.

The focus is on presenting market-leading products such as Rustlers at their very best, drawing retailers’ attention to core range best-sellers such as Rustlers Super 6 - see opposite page for more details.

• Ensure that retailers know what the must stock lines are.

Clearly communicate retailer POR • Ensure SELs are in place as they clearly communicate price and assist in re-ordering.

BEFORE & AFTER POS IMPLEMENTATION

BEFORE

AFTER

AFTER

AFTER

For further details or FREE POS please get in touch: 01772 688 300

www.kepaktrade.co.uk

@kepaktrade

spend a few min laundry fixture an what is Partners for Growth?

It is estimated that retailers miss out on ÂŁ1.2 billion every year in lost sales as a result of shoppers not being able to find the products they want.

1

Unilever Partners for Growth aims to benefit both the trade and the consumer by offering advice to address this issue. It is based on data which is gathered independently, providing unbiased advice which has been proven to increase sales, time after time.

Partners for Growth has been voted winner of the Best Merchandising Advice Award by Cash & Carry Management readers for 6 years in a row. To find out what it can do for you visit partnersforgrowth.unilever.com

laundry our category expert advice

advice from the retailer advisory panel Customers only have a limited amount of available space and welcome advice on how to make the best use of this to maximise profitability.

Help your customers to select a core range which has a number of format choices in main wash products plus fabric conditioners, stain remover, and hand wash powder.

If they are looking for help on shelf layouts, Partners for Growth has different sizes available on the website.

“

Most convenience stores stock products for main wash, in particular powder products, but some are losing out on potential sales of other formats, such as liquids and capsules, as well as products like stain removers and fabric softeners. Convenience retailers would benefit from advice, in depot, on how to broaden their range to suit a changing range of needs.

Powders are still the largest sector of the market, 2 accounting for 36% of value sales . However, shoppers have been quick to adopt the new formats of concentrated liquids which now account for 23% of the category. Liquids and Gels combined now have a 2 36% value share of the total market . Their growth in popularity justifies their inclusion on shelf, but retailers can be conservative and need support for from their cash & carry to change their own buying habits to match that of their shoppers.

“

Whilst consumers accept that they often pay more for the convenience of shopping locally, they are less inclined to do this on large items such as laundry.

Offering price marked packs gives retailers an opportunity to reassure their customers that they are still getting great value too.

recommended 2 b Stain removers & special wash Liquid

Gel Capsules

Tablets Powders

partnersforgrowth.unilever.com 1. him! data 2. Nielsen 52 w/e 8th Nov 2014 *Nielsen 52 w/e Nov 2014

nutes on your nd you’ll clean up!

laundry best sellers*

Liquids Persil Small & Mighty Non Bio 15w Gels Bold Lavender & Cammomile 16w Capsules Ariel 3 in 1 pods 12w Persil Non Bio Capsules 10w Powder Persil Non Bio 10w Surf Tropical 10w Daz 10w

key facts and tips Offer a product for each wash stage, ie prewash treatment, main wash and conditioning Stock a choice of different formats – powder, gel, capsules etc – as some shoppers will swap fragrance but not format Fragrance is an important factor to shoppers so ensure your range features some products which meet this need It can be difficult for shoppers to see which product does what, so keep detergents together, fabric conditioners together etc

Ariel Bio 10w Fabric Conditioner Lenor Spring 1.1l Comfort Pure 750ml Comfort Creations Strawberry 1.16l

recommended one-shelf retail layout Wash Aid

Powder

Liquid

Gel

Capsules

Fabric Conditioner

Include a non-bio product to ensure that someone looking for a product for sensitive skin can make a purchase

recommended two-shelf retail layout

ay wholesale layout

Wash Aid

Capsules

Fabric Conditioner

Iron Aid

Fabric Conditioner Powder

Liquid

Gel

Powders

for more planograms visit our website

WANT MORE BUSINESS? TO OPEN

1

STOCK THE RIGHT RANGE

2

THINK ABOUT GOOD SPACE AND LAYOUT

TOP TIPS FOR SPACE AND LAYOUT IN DEPOT

1 2 3

Sector block by need state (see flow below) and give more space to best sellers Brand block within sector, with best sellers first in flow

4 5

Use great POS to maximise promotions, highlight the best sellers and new products Offer customers category advice on maximising Soft Drinks sales

Help customers find what they want quickly by sign-posting sectors and using bay branding

FLOW ENERGY & SPORTS

COLAS

FLAVOURED CARBONATES & LEMONADE

Coca-Cola, Coke, Coke Zero and Diet Coke the design of the Coca-Cola Contour Bottle and the Dynamic Ribbon device are registered trade marks of The Coca-Cola Company.

STILLS

WATER & SQUASHES

JUICES

MIXERS & LICENSED PRODUCTS

TOP TIPS FOR RANGE IN DEPOT FACT

1

Maintain 100% availability of best sellers

2

The Top 30 immediate consumption products deliver 57% of retailers sales.* So make sure you stock the bestsellers.

The right range should include plain and Price Marked Packs

TOP 30 IMMEDIATE CONSUMPTION SOFT DRINKS*

TOP 5 TAKE HOME SOFT DRINKS* Soft Drinks is a key category within Wholesale and Cash & Carry. It is the most common category in shoppers’ baskets as well as the most common category bought on impulse.

For more information call Customer Services on 08705 33 66 99 Sources: *Nielsen MAT w/e 3.1.15, independents immediate consumption packs excluding own labels.

get a 40% bigge from your sprea what is Partners for Growth?

1

It is estimated that retailers miss out on £1.2 billion every year in lost sales as a result of shoppers not being able to find the products they want.

Unilever Partners for Growth aims to benefit both the trade and the consumer by offering advice to address this issue. It is based on data which is gathered independently, providing unbiased advice which has been proven to increase sales, time after time.

Partners for Growth has been voted winner of the Best Merchandising Advice Award by Cash & Carry Management readers for 6 years in a row. To find out what it can do for you visit partnersforgrowth.unilever.com

spreads our category expert advice

advice from the retailer advisory panel With limited available space in a chiller, each product needs to ensure that it earns its place through fast sales and decent profits. Help your customers to see which are the best selling products in the market and offer guidance on keeping chillers clean and tidy as shoppers can be put off buying chilled goods if they are kept in a grubby fridge.

If they are looking for help on shelf layouts, Partners for Growth has different sizes available on the website.

“

Butters and spreads are bought by nearly every household in the UK, making this category extremely valuable. As a kitchen essential, a high proportion of purchases are ‘need it now’, with consumers having to stock up quickly for packed lunches or baking. An amazing 86% of shoppers already know what brand they want before they set foot inside the store.

Over recent years, more food is being consumed out of home. However concerns over family finances have prompted many to make a return to the lunchbox.

The economic downturn has also driven a return to home baking, with strong growth in baking cupcakes, birthday cakes and brownies. Depots should ensure they can capitalize on this by stocking baking spreads, and encouraging retailers to stock them too.

“

Shoppers’ choice of which spreads to buy depends on their attitudes to taste and health. So it is vital that the brands you offer reflect the breadth of their tastes.

Sticking to a tight range of popular brands and formats in all product groups, and presenting them in a logical way, will bring success to this category.

recommended 2 b Block Butter

Spreadable Butter

partnersforgrowth.unilever.com 1. him! data *Nielsen 52 w/e Nov 2014

r slice of profit ds fixture

spreads best sellers*

Butter Lurpack Slightly Salted 250g Anchor Butter 250g Spreadable Butter Lurpack Spreadable 250g Lurpack Lighter Slightly Salted Spreadable 250g Lurpack Spreadable 500g Health Flora Original 500g Flora Light 500g Bertolli 500g Buttery Spreads I Can’t Believe It’s Not Butter 500g Clover 500g Flora Buttery 500g Baking Stork Tub 500g Stork Original Baking Block 250g

key facts and tips

Cholesterol Lowering Flora Pro Activ 250g

Stock the most popular brands and formats

recommended one-shelf retail layout Baking

Spreadable Butter

Make it easy for customers to find the products they want by grouping relevant products together, ie butter, buttery spreads, spreadable butter, healthy spreads, baking

Butter

Keep chillers full and clean at all times Butters and margarines are often purchased when browsing for other items so use visual reminders like point of sale or promotions to encourage purchase

Buttery Spreads

Health

recommended two-shelf retail layout

ay wholesale layout

Health

Buttery Spreads

Baking

Baking

Butter

Spreadable Butter

Retailer Choice

Buttery Spreads

Health

for more planograms visit our website

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

freshen-up your and you could c what is Partners for Growth?

1

It is estimated that retailers miss out on £1.2 billion every year in lost sales as a result of shoppers not being able to find the products they want.

Unilever Partners for Growth aims to benefit both the trade and the consumer by offering advice to address this issue. It is based on data which is gathered independently, providing unbiased advice which has been proven to increase sales, time after time.

Partners for Growth has been voted winner of the Best Merchandising Advice Award by Cash & Carry Management readers for 6 years in a row. To find out what it can do for you visit partnersforgrowth.unilever.com

toiletries

advice from the retailer advisory panel Shoppers buy the majority of their toiletries as part of their main shop or at specialist high street retailers but still use their local convenience store when they run out or to top up. With toiletries in particular, shoppers are looking to buy the brands that they normally use and that they trust to perform well. Therefore it is important for retailers get their range selection right to optimise cash flow and satisfy shoppers. If they are looking for help on range and shelf layouts, Partners for Growth has different sizes available on the website.

our category expert advice

“

Top-up purchases form a large part of convenience sales, so it’s important to stock products which meet this need.

The best range for convenience is one which features the top two or three products in each of the main subsections of toiletries, i.e. deodorants, haircare, skincare, shower, bath etc.

As a wholesaler, you should encourage your customers to stock a range like this, which will meet the needs of the maximum number of shoppers.

Stocking male toiletries is an important opportunity too, as men tend to be more brand loyal and spend more per product. It also opens up two avenues of spend because they’re not sharing their partners’ products. The biggest part of the washing and bathing category is shower products, but bath products still have a role to play as people look to find affordable ways to indulge themselves.

recommended 2 b Male Grooming Male Deos

“

Keep an eye out for promotional opportunities such as Father’s Day, Mother’s Day, Movember etc and use displays or point of sale to prompt the purchase of appropriate toiletries.

Dental

Soap

Bath & Shower Bath & Shower

partnersforgrowth.unilever.com 1. him! data *Nielsen 52 w/e Nov 2014

toiletries fixture lean-up

toiletries best sellers* deos & bodysprays Sure Compressed Invisible Ice 125ml Lynx Africa 150ml (bodyspray) Sure Compressed Crystal Aqua 125ml Dove Compressed Original 125ml Impulse Tease 75ml shampoo & conditioner Head & Shoulders Classic Clean 2 In 1 250ml Alberto Balsam Sunkissed Raspberry (shampoo) Alberto Balsam Sunkissed Raspberry (conditioner) hair styling Silvikrin Maximum Hold Hairspray soap, bath & shower Lynx Africa 250ml (shower) Radox Shower Refresh 250ml Dove Beauty Bar 100g

Stick to well known brands as these will attract shoppers Use the best seller list to identify fast selling products so you don’t tie up cash on-shelf for too long Keep men’s products together so that they are easy to find, if they can’t find what they are looking for they will leave empty handed

ay wholesale layout

skin, hands & lips Simple Cleansing Face Wipes Nivea Soft 75ml Vaseline Lip Therapy Original Neutrogena Hand Cream 75ml

recommended one-shelf retail layout Dental

Men’s Toiletries

Deodorant

Make sure that shoppers know you sell toiletries by putting them in a highly visible area of the stores or by using PoS to attract attention

Carex Original Liquid Handwash 250ml

Shave

key facts and tips

Bath & Shower

Skin Care

Shampoo

Skin Care

Shave

recommended two-shelf retail layout Men’s Toiletries

Bath & Shower

Shampoo & Conditioner

Dental

Deos

Skin Care

Female Deos

Hair Styling

Fem Care

Feminine Hygiene

Feminine waxing & Shaving

Hair Wash

Skin Care

Styling

Hair Wash

for more planograms visit our website

® Registered Trade Mark of United Biscuits (UK) Limited. Source: AC Nielsen. Volume sales sweet biscuits. 52 week period ending 12.11.2014. On-pack promotion open to UK & ROI residents aged 18+ only from 19/01/15-01/07/15. Normal exclusions apply. Purchase necessary. Entry by text only, charged at standard network rate. Internet access required to claim prize. See mcvities.co.uk for full T&Cs.

1 in 10 promotional packs wins...

...so stock up now.

Responding to consumer demand, the nation’s number one biscuit brand is giving shoppers the chance to win a McVitie’s sweeet friend.

TM

Our new on-pack promotion is supported by a £3 million campaign including TV, digital, social media, PR and shopper activity.

Promotional packs available in standard and PMP formats.

www.betterbiscuits.com Tips, tools and advice from UB

betterbiscuits@unitedbiscuits.com 020 8234 5010