Retailer matters 30

Retailer Matters The magazine exclusively for Lifestyle Express Retailers

Issue

30

July/August 2015 September 2013

PLUS‌

Chill out Make more of chilled and fresh

Cheers!

Stay ahead of the alcohol trends

Cream of the crop The inside scoop on ice cream you should be stocking

SHINE

What makes your Lifestyle Express store special?

Ex cl fr usi om ve ly

Time to

July/August 2015 welcome

Welcome

ON THE COVER Thanks to cover star Harnek Singh, from N & A Convenience Lifestyle Express Store in Birmingham (p46).

TOP STORIES

25 33 39 42

ICE ICE BABY Staying cool and ahead of ice cream trends

TOPPING UP Tips on boosting booze sales

BANG ON TREND Are you prepared for fireworks night?

STANDING OUT Making your mark as a retailer

GET IN TOUCH, SHARE YOUR NEWS If you have news, top tips or ideas for features, get in touch with Retailer Matters.

Just pick up the phone and call

01926 319982 Alternatively, email

retailermatters@summersault.co.uk or write to Retailer Matters, Summersault Communications, Victoria Court, 8 Dormer Place, Leamington Spa, Warwickshire CV32 5AE

Retailer Matters is published six times a year

by Summersault Communications Ltd on behalf of Landmark Wholesale.

For Landmark: Stuart Johnson For Summersault: Editor Stephenie Shaw Editorial Assistant Emily Craft Sub Editor Kate Feasey Senior Art Editor Emma Bramwell Account Manager Julia Fulford Advertising Account Manager Adam Turner Managing Director Simon Chappell

SUMMER IS WELL and truly here, and this issue has a strong focus on chilled. On pages 29-30, we look at ways you can revamp your chilled offering to secure sizzling summer sales. Make sure you get stuck into the second edition of Chilled Matters, enclosed, to give you top tips and the best industry knowledge.

If you only do one more thing this summer, take a look at your own brand offering (p53). No longer the poor relation to the bigger brands, own brand provides choice and great value for your customers and excellent margins for you, as well as building trust with your shoppers for providing all they need.

Staying one step ahead is always the name of the game, so now is the time to think forward to autumn so that you’re prepared for some of the biggest sales opportunities of the year – see pages 39-40.

Another feature not to miss is on pages 42-43, all about unique selling points, or USP. It’s a really useful read and should help you find your USP for even greater retailing success.

Like always, please get in touch and share your story.

To advertise: Please contact Adam Turner on 01926 319932 or email adam.turner@summersault.co.uk To discuss editorial: Please contact Stephenie Shaw on 01926 319982 or email stephenie.shaw@summersault.co.uk Disclaimer: all prices listed are correct at the time of going to press, but may be subject to change.

Stuart Johnson Retail Controller, Landmark Wholesale ISSUE 30 2015

Retailer Matters 03

July/August 2015 contents

42

63 33

07 Industry news The latest from the industry

15 New products Our round-up of this season’s best new products

46

21 The big interview Maesgeirchen retailer Brian Charlton tells us his story

25 Ice cream The inside scoop on driving up sales of the timeless favourite

29 Chilling out

46 Store profile Harnek Singh opens a new store

50 Harnek’s top tips

Time to review your chilled food offering

Advice for retailers old and new

53 If you only do one thing…

33 Focus on booze The key to great alcohol sales

37 Barbie time

… stock own brand

55 Core list

Make the most of Landmark Wholesale’s barbecue promotion

Essential products for all retailers

63 Secrets of my success 39 Autumn trends Get prepared for autumn events

42 What is your USP?

Robert Teal spills his trade secrets

66 Your guide to…

Successful retailers tell us what makes them stand out

… delivering the best customer service

21 39

15

industry news

Convenience wins war on top-up shop Basket size is on the up, as is spending for shoppers on a planned trip to convenience CONVENIENCE STORES HAVE successfully won back the lucrative top-up shopper this year, according to the 2015 Convenience Tracking Programme (CTP) from him!

Research & Consulting.

Four in 10 shoppers (40%) at convenience stores now say they are on a mission to top-up, which is a significant rise from 30% in 2013 and 31% in 2014. And the growth in top-up shopping is coming from planned missions: 26% in 2015 compared with 16% in 2014.

According to him!, top-up shopping now drives 45p in every £1 spent in stores, and the average basket size in convenience stores has increased to more than three

Almost half of convenience stores are now selling hot-coffee-to go*.

For retailers, coffee-to-go is a huge opportunity to provide great personalised service and send customers away happy. *Association of Convenience Stores Summit 2015

items for the first time since the recession.

Fresh fruit and vegetables is identified as a main reason for planned top-up shoppers, with

shopper, but gaining credibility for the planned top-up shop is what is driving larger basket shops at convenience stores,” said Katie Littler, him! Insights Director.

“Retailers investing in fresh, chilled, complete meal solutions and around-the-clock availability are all contributing to this growth.

Shoppers are now trusting the convenience industry to have what they need, which they would traditionally only have trusted the supermarkets to deliver.”

As many as 85% of UK adults now carry out top-up shopping every week (an increase of 5% year-on-year), while up to 30% say they no longer do a main shop.

10% of customers buying into the category in convenience stores, compared to 6% in 2005.

“Convenience has always been the first choice for the distress

Read all about it here Lifestyle Express is officially the Best Newsagent Convenience Retailer, according to UK shoppers, and it’s headline news LIFESTYLE EXPRESS SCOOPED this prestigious award at the annual him! CTP awards, voted for by 20,000 shoppers.

“This is fantastic news,” said Stuart Johnson, Landmark Wholesale Retail Controller. “This award is particularly gratifying as it was voted for by shoppers and it’s wonderful that they recognise the hard work of Lifestyle Express retailers. Given their very local nature, the newspaper and magazine category is key for our retailers, so it’s fantastic that our shoppers think we do a great job.”

And that’s not all – Lifestyle Express retailer Calum Duncan

Stuart (centre) collects the award

Calum (right) has big plans for his small store

is also celebrating after picking up the Best Use of Technology award at this year’s Scottish Local Retailer Awards (SLR). Calum’s store, Lifestyle Express Kincraig Stores, has its own website, which

he built and maintains, and has a strong presence on Facebook and Twitter.

“It was amazing to think such a small shop in such a small village could win,” said Calum.

ISSUE 30 2015

Retailer Matters 07

news

Young e-cig users rise University research shows surprising statistics about e-cigs usage among youngsters that 6% of 10-11-year-olds had tried an e-cigarette compared to 2% who had tried tobacco.

The survey also discovered that 5% of children who had never smoked tobacco said they had tried an e-cigarette, rising to 8% at age 15-16. However, just 1.5% of those aged 11-16 said they regularly used e-cigarettes.

The age limit for selling e-cigarettes will rise to 18 on 1 October this year.

NEW RESEARCH PUBLISHED in the British Medical Journal has revealed that more children have tried e-cigarettes compared to tobacco.

NATIONAL SURVEYS The research, by Cardiff University, used data from two national surveys that were carried out at more than 150 primary and secondary schools across Wales.

Results from the research showed

DID YOU KNOW? The humble banana is the seventh most sold item in food retail. Not only does stocking them demonstrate that you offer fresh produce, but they also form part of your food-to-go offering.

Back with a blast NOW, LOOKING BETTER NOW than ever, LSV Energy Zero is e back on the shelves.

Landmark La Wholesale has responded to the continuing trend resp for sugar-free energy and soft s drinks drin with LSV Zero. At just 10 calories per can, the drink is ideally ide suited for consumers looking for an energy boost loo without the sugar hit. wi Zero is the first drink in the bestselling LSV range to relaunch b with w the eye-catching new design, but b other variants are on their way.

And all still at fantastic value – price-marked at 35p per can.

08 Retailer Matters

ISSUE 30 2015

Being label conscious Call for calorie information to be displayed on all alcoholic drinks MEMBERS OF THE European Parliament have backed a resolution calling for calorie information to be put on all alcoholic drinks by the end of 2016.

Currently, there is no UK legislation of this kind for alcohol, although a law was passed in 2011

requiring food and soft drinks, including milk and fruit juice, to include nutritional information and ingredients.

Earlier this year, Diageo announced it would be displaying nutritional information on all of its product packaging, potentially leading the way for other suppliers.

news

I can see clearly now Shoppers with poor eyesight will no longer struggle to read the small print on product packaging thanks to brilliant new gadget COMMUNITY-MINDED retailers across the UK are helping to make the shopping experience easier for customers with less than perfect 20/20 vision.

ALL-TIME HIGH As interest in nutrition and allergy information is at an all-time high, it seems that product labels containing nutritional values are getting smaller and more complex.

And with 53% of the UK population wearing glasses, shopping can become a less-thanenjoyable experience for them.

An easy solution to help

customers with poor eyesight or the elderly is to install magnifiers on the edges of shelves. The i-viewer is designed to help shoppers read product labels quickly and easily, while the shelf fixing ensures it doesn’t take up valuable space and can be easily installed by retailers themselves. i-viewer has been put to the test by user trials and focus groups conducted by the RNIB. The results were promising, with 83% of people saying they had difficulty reading labels, and 38% saying they would shop more at stores where i-viewers were fitted.

i-viewer is a magniďŹ er and makes reading small print much easier for shoppers

new products

BOOST YOUR SALES

FIVE-A-DAY FIVE A DAY Following great success in the US, Chupa Chups will be bringing its chewy Airheads sweets to the UK market. Bursting with fruity flavours including lemon, blueberry, blueberry strawberry, apple and orange, customers can take their pick from the assortment of flavours in each bag of brightly coloured treats. RRP 60p, 57g

THE

Cherry Burst is the latest new product from Boost Drinks, giving independent retailers the chance to capitalise on the increasing popularity of the flavoured energy drinks category.

Cherry Burst comes in a 250ml can format, price-marked at 49p, and available in cases of 24.

Like the entire Boost range, Cherry Burst will not be sold in supermarkets, so make sure you let your customers know they can’t get it anywhere else.

The launch of Cherry Burst will be supported

by POS, merchandising, advertising and social media activity.

PMP 49p, 250ml

LATEST RELEASES

Keep your customers happy by offering the best new products out now SWEETIES Skittles and e Starburst brands are in year-on-year growth, th, so it makes sense to stock up on new £1 price-marked packs PMP lines, including Wild Berry, Confused?, ed?, Crazy Sours and Starburst Fave Reds ds hanging bags. These e £1 PMPs are supported by a multimedia marketing campaign, including TV ads and extensive POS. Skittles 125g, Starburst 150g, both £1

FFINGER-LICKING GOOD Ca Cadbury Fingers has two new additions to the family as part of its ‘Swavoury’ (sweet and savoury) range. The new (s fl flavours, Salted Caramel Crunch and S Salted Peanut Crunch, are available in s smaller case sizes (12 rather than 24).

2 The flavours aren’t the only t thing that’s new – the packaging has h been redesigned to give a m more sophisticated, indulgent feel. fe The launch is backed by a £ £1-million marketing campaign.

PMP P £1.29, 93g

FREEZY DOES IT Originally created as an April Fool prank, Kopparberg has launched Frozen Fruit Cider – the first frozen cider – into the UK off-trade. After demand for the fake frozen Kopparberg ice lolly went through the roof, the company decided to launch two variants in a metallic pouch that should be frozen before being squeezed into a glass. Available in Strawberry & Lime and Elderflower & Lime.

RRP £2.99, 250ml pouch

ISSUE 30 2015

Retailer Matters 15

new products

GET SOME NUTS Things are about to get even more nutty with the release of Mars Snickers & Hazelnut. Currently packed with caramel, nougat and peanuts, Snickers now has hazelnuts thrown into the mix for added crunch. The bar, formerly known as

Marathon, has been a staple shelf filler for decades and with previous variations including Snickers Peanut Butter and Snickers Flapjack, customers will no doubt look forward to trying this new product. oduc ct. ct gle bar RRP £1.79, 4-pack; RRP 55p, sing single

SHAKE IT UP Mr Kipling has introduced a new sweet treat as part of its handy snack pack range. The Milkshake Flavour Slices come in Strawberry, Chocolate & Vanilla and Banana varieties and are a perfect size for lunchboxes. Parents can pick and mix from different flavours in the smaller 4-packs or grab a 9-pack for great value.

RRP £1.29, 4-pack; RRP £2.39, 9-pack

CHEESE P PLEASE Cathedral City is so popular that Landmark Wholesale has featured the mature cheddar variety in its recommended Core Range. The full-flavoured taste of the current offerings makes it the perfect accompaniment for any dish, so Cathedral City is now launching a range of flavoured mature cheddars to inspire customers – Smoked, Sweet Chilli and Caramelised Onion. The new flavours are a great way for shoppers to make everyday dishes more exciting. RRP not available, 180g

GAIN FROM PAIN When it comes to relieving pain, customers need a product they can rely on. Nurofen Express is in the midst of a new £4-million advertising campaign educating consumers on the causes of headaches, which affect 80% of us, and the ways in which the Express pill targets pain at its source.

RRP £3.56, 16x256mg caplets

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ISSUE 30 2015

ORANGE O RA R A-PEEL Orangina is as famous for its bulbous Oran O rid dged glass bottle as it is for the sparkling ridged ffruit ru uit drink dr that comes in it. The brand has no ow been be relaunched as a high-end product, now with h a lo low-calorie option, Orangina Light.

Sp S i ce 1936, retailers can rely on the strong Sparkling since bra b brand familiarity to entice customers. RRP £1.20

THERE’S A MOUSSE LOOSE… Nestlé has launched a brand-new confectionery bar: Aero Mousse.

Aimed at busy women who want to indulge,, the new Aero Mousse is available as a single impulse bar and 150g sharing block.

Expect to see adverts far and wide and stock up p now.

RRP 62p, single bar; RRP £2, sharing block

new products

CRACKERS FOR CRISPS From Fr F the company that brought us u the humble cracker and the ‘love ‘lo them or hate them’ Twiglets comes a new range called c Cracker C Crisps. Jacob’s is set to t kick-start the launch with Thai Sweet S Chilli, Sour Cream & Chive and Sea Salt & Balsamic C Vinegar V flavours. Make room on your shelves for them and watch y o for the 40g handy bag that out will w follow shortly.

R RRP £1.09, 150g bag

ANYONE FOR R PIMM’S? Backed by a six-figure marketing campaign, the classic summer tipple is back with a new variant for 2015. Pimm’s Strawberry with a Hint of Mint has launched ready for the warm weather and is available in 70cl and 1-litre bottles, and a pre-mix can. RRP £15, PMP £11.99, 70cl; RRP £21, 1litre; RRP £2, pre-mix can

HOT SALES

BOLDER FOR OLDER Aimed at older children, Cheestrings Strong! expands the already popular range of dairy snacks. Made with mature cheddar, Cheestrings Strong! have a bolder and more distinct flavour, but still come in the same handy, snack-size pack. This new product is set to go down a treat with curious tastebuds.

RRP £1.50, 160g

BIGGER PACK, BETTER VALUE

SHAKE FACTOR

Amber Strong, Landmark Wholesale’s bestselling own-brand dry apple cider, is now available in a larger pack size of 500ml, rather than its previous 440ml.

Better value than ever before.

RRP £2.99, 4x500ml

18 Retailer Matters

In its bid to double its convenience sales in the next three years, Rustlers has two new variants of its Hot Panini: Chicken and Pesto and Pepperoni.

The launch is backed by a nationwide social media campaign, with TV ads to follow later in the year. RRP £2.49

ISSUE 30 2015

The world of sweet, cold beverages is about to (literally) be shaken up as Mars introduces three new contenders to the milkshake category.

M&M’s, Peanut M&M’s and Twix Thick Shakes will join fellow Mars Milk and Galaxy Smooth Milk drinks. RRP £1.39

the big interview

RETAIL

in detail Lifestyle Express retailer Brian Charlton made the big decision to convert his Welsh post office into a convenience store last year and is now reaping the rewards Can you give us a brief description of your store?

Maesgeirchen Lifestyle Express and Post Office is a small store in the middle of an incredibly large housing estate, the second largest in Wales. There are no other significant stores nearby and although the store is small, I make sure it’s bursting with the essentials that my customers want and need.

Q

How long have you had the store?

The store has been a post office for more than 30 years, and I’ve been

running it for the past four years. Having looked around the local area at the other stores and their offerings, I knew I could do better, so I made the decision to convert it to a convenience store nearly two years ago and we opened as Lifestyle Express back in October 2014.

As a post office, it just wasn’t sustainable and I’d always planned to add a more significant retail outlet. Since

TOP Remember that your staff are TIP your eyes and ears. They talk to the customers and hear what they want and what they like, so make sure you tap into this.

ISSUE 30 2015

Retailer Matters 21

W

Q

the big interview

“The best thing has been seeing my customers’ surprise when they realise they can buy the things they want at prices that are cheaper than the big supermarkets are asking”

the conversion, the store’s been given a new lease of life. I’m seeing new customers all the time, plus my regulars love that they can buy all the things they need right on their doorstep.

Q

Brian’s store has been given a new lease of life, with new customers and happy regulars

Did you always want to have a career in retailing?

Just 10 years ago, I was working for a national charity, clocking up 80,000 miles travelling a year. I wanted to do something different and as I like working with the public and providing an essential service, I decided that becoming a sub postmaster would be the right role for me. And I’m lucky, it has been a perfect fit.

Q

Q

Q

What has been the highlight so far?

I’m spoilt for choice as there’s been so many highlights so far. It’s wonderful

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ISSUE 30 2015

How has joining Lifestyle Express benefited you and your store?

The benefits are immeasurable. We have a strong own brand offering, which my customers love, and the promotions just fly off the shelves. I expected them to be popular, but I didn’t expect I would need

What has been your biggest challenge over the years?

It was incredibly hard persuading people that we were serious about our bid to become a convenience store. Lots of people didn’t believe I could do it, and their lack of vision meant that they couldn’t imagine the store being anything other than a traditional post office.

The conversion itself was a really smooth process, taking just 10 days.

There was lots of community interest, with people peering through the door to see how the new store was taking shape, which meant that when we opened there was a lot of interest.

that we have so many customers, and our approach of asking them what they want has worked wonders, with lots of new lines and happy customers. We haven’t been asked for a pink elephant yet, but…

The best thing has been seeing my customers’ surprise when they realise they can buy the things they want, such as soap powder, beers and soft drinks, at prices that are cheaper than the big supermarkets are asking.

We even have a small presence on Facebook, which helps raise our profile and spread the word about promotions.

to restock at the cash and carry after the first day of each promotion. Some promotions, such as Surf washing powder, meant I had to restock five times just to keep up with demand in the first week.

And, since I’ve added more extended ranges and product lines, sales of products have gone through the roof.

My LSV drinks sales have quadrupled since stocking the full LSV range.

Q

Have you got any tips for other, or potential, retailers?

It’s essential that you do your business plan. If you don’t do this, you’ll go into it blind and make mistakes.

Always look at the worst-case scenario, and anything better is a bonus.

Remember that your staff are your eyes and ears. They talk to the customers and hear what they want and what they like, so make sure you tap into this.

THE FINER DETAILS… AT WORK…

AT HOME…

Q What is your bestselling product? Budweiser, Carling and Carlsberg lagers have all exceeded my sales expectations.

Q Bestselling Lifestyle own-brand product?

Lifestyle Value Toilet Tissue and LSV Energy Drinks are proving really popular.

Q Best thing about your job? It’s wonderful to be my own boss. I’ve always worked for someone else and never had the courage to set up on my own, but I wish I’d done it 20 years ago.

Q Favourite holiday destination? I love the Republic of Ireland for its laid-back attitude, which really helps me to unwind. Plus, it’s really easy to get to from here, ial and I might be a little partial to the Guinness, of course.

Q What do you do in your spare time? I really enjoy hill walking and taking the dog for a walk. I also love watching my beloved Sunderland AFC and I’m a big fan of fine dining.

Q Favourite meal? Traditional meals all the way.

You can’t beat a delicious home-cooked roast dinner.

Ice cream feature

Ice cream has timeless appeal, particularly when the sun shines. Here’ss our inside scoop on how to drive up sales of ice cream

A

s the temperature soars, the he demand for ice cream is hot.

While the ice cream market ket continues to thrive, we in n the UK are missing out on a trick or two o as countries including Ireland and Sweden eden are selling more ice cream per capita. a.

For convenience retailers, ice cream am is an important category, as research shows hows that those who buy ice cream tend to o spend more on average than those who don’t. And, while we all think of ice cream as a treat while the sun shines, retailers ers should remember that 34% of ice cream eam sales are made during the winter.

There are a number of ways retailers lers can drive up ice cream sales. Here are re our top tips.

READ ALL ABOUT IT As ice cream is predominantly impulse ulse driven, retailers need to really shoutt about their offering. Use signage outside utside your store to tell people you stock ice ce cream and this could boost footfall and, therefore, incremental sales. Think about what customers can see as they passs by.

Inside the store, what opportunitiess are there to tell customers about your ice ce cream selection? Covered tobacco gantries are a great place to capture customers’ attention.

Make your freezer easy to locate,

W

CLEAN AND TIDY

WE ALL SCREAM FOR

ice cream ISSUE 30 2015

Retailer Matters 25

feature Ice cream

perhaps by the door, or the till point. Keep it clean and tidy with clear pricing information so that people know how much items cost.

Group categories together and keep the cabinet uncluttered.

Make it easy for shoppers to find their item. Research also shows that upgrading your freezer to a new, modern design can increase sales by up to 42%. Use supplied POS to raise brand awareness and drive up additional sales.

H T new launches this summer Add these new products from the leading brands to your freezers for bumper sales

NEW, NEW, NEW While it’s essential to always stock the bestsellers, make sure you keep space for the latest new products too. New products make up 18-25% of ice cream sales and price-marked packs are particularly effective for ice cream too.

While chocolate bar-style ice creams are experiencing a boom in popularity, other trends are emerging, such as new, exotic flavours.

GO PREMIUM While customers are mindful of price, don’t forget to stock the ‘super premium’ brands as ice cream is now regarded as an affordable luxury. Think indulgent sticks, such as Magnum, Dairy Milk and Galaxy, and premium tubs such as Ben & Jerry’s or Cadbury, particularly those price-marked.

Cornetto has extended its price-marked 90ml range to include Mint and Full Chocolate variants. Cornetto has also launched Peanut Butter Love and Cookies ’n’ Dream to its premium range. RRP £1.50, multipacks £2.99 There’s a new addition for fans of fruity flavours with Rowntrees Randoms Minis.

RRP £2.49, 12x30ml packs

WHAT’S THE ALTERNATIVE? With the demand for healthy options never higher, it pays to think about alternatives to calorie-laden traditional ice creams for those watching what they eat. Ensuring you have a stock of fruit-based choices means more sales, as those prepared to miss out on a frozen treat could find themselves tempted by a product they’re happy to buy and consume.

Mars has added Galaxy Vanilla to its range. RRP 75p

ALL ABOUT THE KIDS Ice cream used to be a treat for the little ones, but the move towards premium products over the past few years has ensured it’s become a treat for the whole family. In among the more ‘grown-up’ products, ensure you have enough to appeal to little ones. Funny Feet, Mini Milk, Twister, Calippo and fruit splits have timeless appeal. And consider stocking mini versions of favourites too.

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ISSUE 30 2015

Ben & Jerry’s has launched a Cookie Core range: What-a-lotta Chocolate, Utter Peanut Butter Clutter and Speculoos?

Specu-Love.

RRP £4.99

Magnum Caramel is vanilla ice cream with a sea salt caramel swirl inside, covered in milk chocolate. RRP £3.35, multipack of 4 m

Chilled feature

Chil OUT With demand for fresh and chilled foods on the rise in convenience, now’s the time to review your offering and identify what changes you could make

I

n today’s increasingly competitive convenience market, it’s not enough to just do a great job of impulse, news and grocery. To fully cater for your shoppers’ needs, you need a full, credible offer of chilled and fresh foods.

You also need a range of quality sandwiches and savoury snacks for the increasing amount of people who eat lunch while on the go or buy a sandwich on the way to work.

Now is the time to stand back and review your chilled offer. Ask yourself, if you were a customer and lived local to your store, would you shop in your store? Would you buy your lunch here?

Are there choices for tonight’s evening meal in your chiller cabinet? If you answer no to any of these questions, you’re almost certainly missing out and you need to take action.

Local shoppers are spoilt for choice these days, with other independent stores, symbol stores, convenience multiples and the rapidly growing discounters. It’s down to you to ensure you offer your shoppers the goods they expect to buy locally, and if you don’t, they’ll vote with their feet.

So, where do you start? Here’s Retail Controller Stuart Johnson’s top 10 tips to improve your chilled offer.

1GET THE BASICS RIGHT

The essential starting point is the Lifestyle Express Core Range and Planogram. Once you’ve established the basics, you can start to experiment using new and different products to inspire your shoppers and keep them interested.

2KEEP IT CLEAN

W

Absolutely critical for sales is to ensure your chiller cabinet is spotlessly clean and all of the lighting is in full

ISSUE 30 2015

Retailer Matters 29

feature Chilled

working order. No one wants to buy fresh food from a dirty, dusty or dark chiller.

3STAY LEGAL

Every day it’s vital that you do the following two things: Q Check use-by dates – you must not display or sell any foods that have passed their use-by date. If you have food on display that has exceeded its use-by date, you could be prosecuted by your local authority. At the very least, your customers will have a poor impression of how well you run your store.

Q Check your cabinet temperature – if a chiller has temperature-sensitive foods displayed in it, it should be running at 8 degrees C or below, if not, the food could spoil and be a danger to public health.

Carrying out these checks on date codes and cabinet operating temperatures is a legal requirement. You should also be recording the dates and times that the checks have been completed.

touch with their Business Development team, who can help you with range and layout advice, point of sale and display solutions. The Chilled Matters leaflet included with this copy of Retailer Matters also offers great advice.

NEED GREAT 5YOU SANDWICHES Fresh sandwiches are the perfect way to capitalise on the growing trend of eating on the move and are the entry point into the lucrative food-to-go market.

Consider offering your shoppers a meal deal solution by linking a sandwich with a drink and a snack. The URBAN eat sandwich range available from Kerryfresh is a great-tasting, excellent quality sandwich that will have your lunchtime shopper coming back for more. That locally produced sandwich for £1 might seem great value, but beware, your shopper will remember the quality of a sandwich much longer than they will remember the price.

MADE ANY CHANGES TO YOUR CHILLED OFFERING?

4

Let us know. Get in touch with us

TAKE ADVICE

Speak to your Kerryfresh contact and they can put you in

retailermatters@ summersault.co.uk

THINK ABOUT THE 6 WEATHER AND EVENTS To make the most of every

opportunity, you need to plan ahead.

If the weather is going to be fabulous, many of your customers may plan a last-minute barbecue, so order extra barbecue essentials, such as sausages and salad. What’s happening this weekend?

If there’s a major sporting event on, consider ordering extra fresh pizzas and ready meals, as these could be the perfect half-time snack.

7KEEP ON TOP OF YOUR STOCK

A well-stocked cabinet looks far more appealing than half-empty shelves.

It makes a statement that you’re in the business of selling chilled and fresh foods and shoppers will remember that you carry a great range, even if they’re not shopping for fresh foods today.

8DON’T WORRY ABOUT WASTE

Many of the standard lines from Kerryfresh are available on a sale or return basis, so you will incur zero waste on these items. The extended range of chilled and fresh foods available from Kerryfresh to order does not have sale or return, so you will need to manage the wastage yourself. The first time you try something new, it’s highly likely you’ll incur wastage, but don’t be put off because your shoppers will notice that you’re carrying new lines. View wastage as an investment to grow future sales, keep an eye on date codes and reduce the selling price of non-sale-or-return products well ahead of their use-by date.

9NEED MORE CHILLER SPACE?

When your sales start to grow, you may find that you need more chilled capacity. If so, consider installing a new energy-efficient remote chiller with greater capacity. If a new chiller isn’t practical for you, take a look at exactly what stock you have in your chiller and remove/relocate any long-life products to free up valuable chiller space.

10INSPIRE YOUR SHOPPERS

Display all the ingredients for a meal together in your chiller and think about family favourites. Add some point of sale suggesting ‘Quick and easy, spaghetti bolognese’ to really inspire your shoppers. You could feature a different meal suggestion each week. This creates interest in your chilled display and your customers will look forward to your suggestions.

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ISSUE 30 2015

Alcohol sales boost

feature

CHEERS to great alcohol sales While sales of alcohol are critical for convenience retailers all year round, it’s the summer months where they really come into their own

BEERS AND LAGERS No barbecue would be complete without plenty of beer to drink. When the sun

comes out, impulse purchases of beer soar, but research shows that nearly half of shoppers will only buy it if it’s already chilled.

While some shoppers will stick to their preferred brands, it pays to look at other more unusual variants too, such as spirit-beers, like Desperados, and fruity beers, like Carlsberg Citrus.

And consider price-marked packs and different pack sizes, with 660ml bottles proving popular alongside the more traditional 330ml bottles, four-packs and cans.

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W

ith barbecues, impromptu picnics, holidays and short trips away, it’s no wonder that summer is just behind Christmas when it comes to seasonal sales uplifts of spirits.

Something new will always attract customers, particularly if you’re offering it chilled and ready to drink so that they can choose, pay and enjoy.

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Retailer Matters 33

feature Alcohol sales boost

CIDERS While the nation may have fallen slightly out of love with the traditional apple cider, it’s head over heels for fruitflavoured ciders.

The fruit cider industry is now worth more than £2.5 billion and, according to Carlsberg, off-trade sales of fruit cider have grown by 30% in the past 12 months. While it definitely pays to explore different fruit cider options, don’t neglect the classic dry apple, particularly when you take advantage of great margins on own-brand ciders, such as Amber Strong, which is relaunching in a new 500ml can (for more on this, see p18).

WINES Traditionally, red wine sales slump during warmer months while sales of white and rosé rise. However, now that prices of Prosecco and sparkling wines are more affordable, retailers can’t afford to miss out on sales by not stocking a number of options.

While there will always be a place for bottles of wine priced around £5, research shows that sales of wine priced £6-8 are on the up.

£2.5bn The amount the fruit cider industry is now worth

s spirits: vodka, white rums, and rready-to-drink cans and pre-mix vvariants. For many consumers, it wouldn’t be summer without Pimm’s, w aand its latest addition, Strawberry with a Hint of Mint (see p18 for more info), iis bound to entice customers to try it.

SPIRITS This year the trends are for flavoured

SIZE MATTERS S

OUR TIPS Q Make sure your stock reflects your customer base. If your customers like traditional ales, branded lagers and apple cider, focus on these as your must-stock items and then experiment with more unusual variants of drinks.

Q Make the most of price-marked packs to establish trust with your customers.

Q Take advantage of as many alcohol promotions as possible. Customers love a deal, so shout about your promotions with posters, leaflets and advertising.

Q Always have chilled wines, ciders, lagers, beers and ready-to-drink cans available to capture impulse purchases.

Q Ensure you have a mixed offering of formats and pack sizes.

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Q Group products and categories together so that customers can easily find what they’re looking for. Place higher-priced and premium products at a higher level.

Q To boost sales of spirits, bring them out from behind the counter and feature them in eye-catching displays.

Price-marked packs and smaller bottle sizes are also gaining in popularity, as budget-conscious shoppers opt for smaller bottles of their favourite brands, rather than larger bottles of alternatives.

Innovative new options, such as frozen pouches, are also likely to result in hot sales this summer.

And, of course, it always pays to keep a close eye in depot for the latest Landmark promotions. From 13 July to 1 August, you can snap up fantastic deals on plenty of summer bestsellers as part of our All You Need for a BBQ promotion, including Pimm’s, Echo Falls, Carling and Fosters.

Promotion feature

STOCK UP NOW for sizzling summer sales As soon as the sun comes out, it’s barbecue season.

Stock up on the latest Landmark Wholesale promotion and you’ll have all your customers’ barbecue essentials

A

s retailers, you know that the combination of big names, bestselling products and fantastic prices makes a winning promotion.

This is why you can’t go wrong if you stock up on the latest promotion from Landmark Wholesale, guaranteed to appeal to your customers as they plan their summer evenings.

Available in depot for a limited period (13 July-1 August), Landmark Wholesale member depots are offering the Top 12 bestselling products for a barbecue, including Heinz Tomato Ketchup, Carling, Fosters, Pimm’s, Echo Falls and Strongbow.

Not only do these fantastic promotions give your customers what they need, but they allow you to compete locally against the big supermarkets p and discounters.

Attention-grabbing Attention grabbing promotions show that your store is a force to be reckoned with when it comes to delivering excellent value.

So what are you waiting for?

Head to your local Landmark Wholesale member depot and stock up now.

TOP Think about how

TIP

you’ll grab the attention of your customers. Choose an area close to the entrance of your store that will instantly catch their eye.

Use all the provided POS to really make an impact, and wait for your sales to soar.

Save £30 on the Top 12

ISSUE 30 2015

Retailer Matters 37

ure Autumn focus feature

LOOKING AHEAD TO

autumn Even though the sun is still shining, it’s never too early to start planning for the back-to-school season. What do the autumn months have in store for you?

wholesaler about deals on multipacks packs of soft drinks, such as Capri-Sun. Don’t forget the importance of the non-chilled lunchbox items to keep your customers covered as well. Cereal bars are increasingly popular, as well as the traditional crisps and fruit. Snack-size yogurts, mixed fruit and nut bags, and yogurt-coated raisins are perfect for the health-conscious customer.

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ith the buzz of great summer sales, the end of the school holidays may be the last thing on your mind, but autumn marks some big opportunities for Lifestyle Express retailers. As the nights begin to draw in, children will be heading back to the classroom, so make sure you are prepared for a shift in demand with the changing season.

*The Telegraph: citing Lurpak’s Go Freestyle campaign 2015 survey of 2,000 office workers

BACK TO SCHOOL For families in your local community, back to school means back to routine. With the early starts, rushed mornings and lunchboxes to pack, make sure re you are one step ahead, even if the parents aren’t! Stationery is a must and you will have a great eat opportunity to increase footfall all by offering staple school-bag items it such as academic planners, pads of paper, erasers, rulers and pens.

Where would a pencil case be withoutt colouring pens and highlighters?

Customers have a tendency to head d to big superstores for a one-day, back-to-school shopping fest, so makee sure you use bold POS to let people know that they can pick up a range of items at their convenience from your store, so there’s no need for them m to go elsewhere.

The school run marks the beginning and end of every learning day and as a trusted retailer, r, yyou know to expect an influx of ffootfall

around aroun 8am and again at 3pm.

For the th morning opening, position lunchbox goodies strategically. The lunc humble sandwich has been found hu to be the UK’s favourite lunch item* so offer a wide range on different breads, with fillings to cater for aall preferences and special dietary requirements. d Chilled drinks are essential to keep kids hydrated throughout the day, so make sure you are always stocked up on waters, fizzy alw drinks, juices and smoothies. For drin those who like to buy lunchbox thos fillings in bulk, speak to fillin o your

Think outside the (lunch)box by considering the requirements of not just the kids, but the parents running them to school. Working mums and dads will often incorporate dropping their children off at school with their journey to work, so think about investing in a hot-drinks-to-go machine and stocking the daily newspapers. Busy parents often spend the weekday mornings supervising children eating breakfast, without eating themselves. The Allegra Project Café Report estimates that 55% of customers leave the house without eating breakfast and 71% of customers will choose to buy themselves a snack when they purchase a hot drink, so this small investment has the possibility of bringing in big sales.

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Retailer Matters 39

W

MUM AND DAD TOO

feature Autumn focus us

SPOOKTACULAR SALES

this year, people will most likely choose to celebrate the weekend after. Retailers can’t go wrong with a good stock of chilled drinks, including beers, wines and ciders. Those keen to catch displays will be spending the majority of the evening outside, so stock up on burgers, sausages, buns and baking potatoes for some hot hand-held snacks that are easy to eat on the move.

Without a doubt, the biggest autumn event on the retail calendar is 31 October. Planet Retail reported that retailers across the country benefit from a £330-million boost in sales** in the run-up to Halloween.

**The Guardian: Happy Halloween for retailers as ghoulish celebrations increase 26/10/14

REAP THE PROFITS With retail experts Conlumino estimating that two-thirds of people in the UK now celebrate Halloween, this time of year is a great opportunity to o reap the profits. Each shopper is expected to spend an average of just over £10 on Halloween, so make sure you get in the spirit by dressing your store with spooky decorations and stocking all the Halloween essentials, from dressing-up outfits and fake blood to plastic creepy crawlies, to entice customers.

Sweet, themed treats are a must-have too – try designating a stand in your store to multipacks of spooky goodies at great value. From the traditional toffee apples to popping candy, make your store the first stop for Halloween confectionery with on-point promotions and great variety.

PUMPKIN SUPPLIES Small carriers or buckets for children to collect their treats in are always handy.

But the first thing your customers will be looking for in the run-up to Halloween is a pumpkin.

Try placing a clip strip next tto o the pumpkins, topped up with carving ving sets.

Customers are getting more adventurous with their cut-outt designs, so this is a great way to o cash in. Of course, customers wi willll w

EXPLOSIVE PROMOTIONS

nee to be over 18 to purchase these, need so eensure to train your staff to check the ID of anyone who looks under the age of 25.

If you’re selling pumpkins, make sure to position tealights nearby to drive impulse buys.

Unfortunately, there are a few people that spoil the fun for everyone around Halloween with anti-social behaviour.

Every year police forces face thousands of complaints in the weeks before Halloween, leading some councils to take the step of banning under-18s from buying eggs and flour. Where this may not be a problem in your area, make sure you remain vigilant around this time.

BONFIRE NIGHT Remember remember the fifth of November – that’s after Halloween is done and dusted. Swap spooky treats for party foods, as fireworks night is a great excuse for families and friends ex to get together for a good catch-up catch-u around a bonfire while kids enjoy kids eenj njoy oy the t spectacle of bright lights and bangs. d lloud oud ba Ass Bonfire Night on a Thursday Bonfi o eN ght falls a so u sday

Ketchup, mayonnaise, mustard, kitchen towels and paper plates will be essential for groups organising displays for large audiences, as they will look to cover the cost of the display by selling food and drinks at the event. Why not showcase some explosive promotions with an eye-catching display? This will also encourage returning customers, as they will know exactly where to head for party essentials.

Check out our top five tips below for a summary of how to be autumn ready.

TOP TIPS FOR AUTUMN TRADING

1

Embrace calendar events: get into the Halloween spirit by decorating your store with fake cobwebs, frightful pumpkins and freaky music to secure the best sales.

2

Stay one step ahead: setting up for Halloween? What about Bonfire Night? Stock up for the next big event in advance so that you can make quick promotional changeovers and stay relevant.

3

Sell your customers’ favourites: Landmark has years of experience and has crafted a list of bestselling products in our Core Range – follow this to save yourself extra work.

4

Promote your offering: you can’t benefit from increased footfall unless customers know what you are offering. Use signs outside your store to bring people in.

5

Upsell your items: you have worked hard to get customers into your store, now you need to do all you can to encourage them to spend as much money as possible.

Market related products alongside each other in order to upsell.

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ISSUE 30 2015 5

feature USP

What is your

UNIQUE SELLING You already benefit from being a Lifestyle Express retailer, but what makes you stand out from the competition? We look at various ways to ensure customers keep choosing your store over any others

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he convenience sector is thriving, with more people choosing convenience stores to do their top-up shop than anywhere else. Thanks to the increasingly high quality of products and extended ranges in smaller stores, 85% of UK adults now carry out top-up shopping, with 30% of UK adults revealing they prefer to take the little and often approach and no longer do the traditional once-a-week ‘main shop.’

This is great news for Lifestyle Express retailers. These statistics are a reflection of customers having great faith in your offering and reaffirms your importance in the community.

Retailers credit a number of factors to their success, from longer opening hours and personalised customer service to added offerings such as dry cleaning and hot-drinks-to-go.

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But as popularity in convenience grows, so does competition. The multiples have made noticeable investment in the convenience sector, with local and express stores popping up all the time, so what can we do to make sure that our loyal customers choose us over anyone else? What is the one thing retailers pride themselves on? There are lots of ways to beat the competition just by doing things differently or having a unique selling point. We spoke to several Lifestyle Express retailers to see how they distinguished themselves from the competition.

MOST WANTED When you think of the products most searched for by your customers, rolls of turf might not be the first thing that come to mind. But Harvinder ‘Marty’ Singh Thiara, who runs Marty’s Convenience

Store in Great Barr, Birmingham, chose to incorporate the success of the previous store’s offerings when he opened his Lifestyle Express unit.

“Years ago, this site was a garden centre,” said Marty. “People still make that connection, so rather than turning them away, I chose to invest in what customers were asking for.”

Marty started off by selling a few rolls of turf, which quickly escalated to 5,000 rolls each month. “Last July and August, this resulted in thousands of pounds’ worth of additional sales, and that’s without considering what those customers then spent inside the store.”

Marty said he continues his bestselling streak throughout the year by stocking locally sourced items.

“I offer sacks of fresh potatoes from a nearby farm and people drive miles just to get them,” he said.

TELL US HOW YOU OFFER SOMETHING DIFFERENT Get in touch with us

retailermatters @summersault.co.uk

becoming the established community store that everyone associates with being open when they need it.”

OPEN ALL HOURS

POINT? COOKING FOR SUCCESS Another retailer whose great initiative attracted customer attention is culinary extraordinaire Raj Singh. Raj is a passionate cook and decided to play to her strengths by bringing tasters of her acclaimed dishes for customers to try at her Newhouse Mini Market, Lifestyle Express store in Kilbirnie.

“I wanted to offer our customers something different as part of the hot-food-to-go range,” she said.

“People loved the curry so much that they told me I should start selling it.”

Raj’s curry is now the bestselling item from the food-to-go section and usually sells out by mid-morning.

FLEXIBILITY Gauging the demographic of your customers is key to offering something different to your competitors. Multiple convenience stores simply cannot compete with the flexibility available to independent retailers, and Kamar Bhella chose to take advantage of this opportunity by dedicating a section of the Broadway Wine Lodge Lifestyle

Expr Express E xpr preess in Featherstone, F Feather Wolverhampton, Wl h to a certain certai type of customer.

“We noticed that we had a lot of n young children coming in with their parents and so we introduced a dedicated children’s area and tried to make it different to the things other stores stock.

“We’ve extended our range to include more unusual sweets and treats, such as sugar-coated butterflies, and it’s made us the most popular store for children and their parents locally. This has really boosted our sales.”

LITTLE BUT GOOD With limited space, offering as much as you like comes with its challenges. But Pardeep and Randeep Singh recognised their customers’ aim to be able to buy their essentials all in one place. “We branched out into fresh fruit and vegetables as we didn’t want to give our customers a reason to shop elsewhere.”

Working out of a smaller unit than big supermarkets does have its advantages.

As you know, smaller stores aren’t restricted by the same trading laws and can open the hours that customers need them to. Ranjit Shocker, who runs Blackheath Lifestyle Express, agreed: “Our opening hours are our point of difference locally. We’re the only store in the area that is open on a Sunday and in the evenings, and so we’re on our way to

Extended Sunday openings are a great opportunity to attract customers who normally shop elsewhere. Make sure that passers-by know your opening hours by clearly displaying them in your window and let word of mouth do the rest.

Lifestyle Express retailer Amjed Pervez goes above and beyond by offering an extended range to customers who venture to the shops to pick up their weekend newspaper.

“As we were previously a CTN, we always had a big news business and I developed that when we joined Lifestyle Express,” explained Amjed. “Rather than just the tabloid newspapers, we are now the go-to store for broadsheet papers and high-end titles such as The Scots Magazine and The Lady. I have regular customers who are teachers, lawyers, doctors, and they will come here to buy a particular newspaper or magazine because they know they’re unlikely to get it anywhere else locally. On Sundays, I sell 40-50 copies of The Sunday Times.”

In fact, so important is news to Amjed that he provides a home delivery service, employing three local paperboys, who have a dedicated area for sorting out their papers.

James Harries, Senior Retail Analyst at industry think tank IGD, said that in a market that is evolving so quickly, it is important to stay close to developments and challenge established principles. He said: “Independent retailers can use their size and agility to implement new ideas and provide additional reasons for shoppers to visit. Getting the basics right provides a solid platform from which to inspire and engage shoppers.”

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Retailer Matters 43

ADVERTISEMENT FEATURE

store profile N & A Convenience

FROM

STORE CV NAME: N & A Convenience STORE’S TIME WITH LIFESTYLE EXPRESS: Since March 2015 STAFF: Three FEATURES: Scratch cards, PayPoint BESTSELLERS: Beers, wines and spirits, milk, bread, soft drinks, frozen foods NEAREST COMPETITION: Tesco Express 50 metres away, Co-op half a mile away TRADING TIMES: 7am-11pm, Mon-Fri, 8am-11pm, Sat-Sun

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STORE Harnek Singh kept things local when launching his new store with Lifestyle Express. Two months on and his hard work is already paying off

TO STORE “I had no idea what I was doing, but I literally gutted the place, starting completely from scratch. I installed shutters, windows, alarms and shelves,” he said.

Despite competition from a nearby Tesco Express, Harnek built a strong customer base over seven years, thanks to personalised service, a great range of groceries and the staples of any independent store – bread and milk.

“It was really hard work and,

finance-wise, it was very challenging,” he said. “But I was determined to do it and make it a success.”

TIME FOR CHANGE Earlier this year, 42-year-old Harnek started looking for the next challenge, and new ways to create an impact and refresh their image. Roushna, Harnek’s wife, said: “Harnek had been thinking of an overhaul for a while and by joining Lifestyle Express, he gained the

ISSUE 30 2015

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T

o passers-by in Handsworth, Birmingham, 58 Oxhill Road was an unoccupied shell that had stood empty for 20 years.

For Harnek Singh, however, this space was an opportunity, a place he dreamed of making his own by launching his first independent retail store.

This dream became a reality for Harnek back in 2008 when his in-laws, who owned the property, gave him the permission to renovate it.

Retailer Matters 47

store profile N & A Convenience

and we really want to bring our character to the store.”

With the commitment to go the extra mile, Harnek even offers to drop off groceries to regular elderly customers.

“If our customers are poorly or can’t carry big bags home, I make time to drop off their shopping at the end of every working day.”

VISION

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

retailermatters@ summersault.co.uk

momentum to kick-start his next business venture. We moved our store across the road to a bigger unit and we haven’t looked back since.”

The busy Oxhill Road joins the A41, which brings in a lot of passing traffic.

The store is positioned near two bus stops that take commuters into the city and two local primary schools. With new faces passing the store every day, Harnek and Roushna recognised the importance of creating a great first impression and Lifestyle Express allowed them to do that.

given the platform to provide extra services that help us to stand out from the competition. People pop in especially to use our PayPoint machine and tend to pick up food and drink while they are here. This is a great way of bringing in extra sales,” he said.

Roushna says she loves having the flexibility of ordering in new products that her customers love, particularly sporting equipment for schoolchildren.

“The kids love coming in as we sell footballs and tennis rackets, they ask us if we can get them this or that. We can only get better by customers giving us feedback. We always want to try the best we can to make our customers happy.”

NEW FACES Having already built up a great relationship with the local community, Harnek could hit the ground running when he launched his new store on 2 March this year.

Harnek said: “I was delighted to see more and more new faces coming in. We can definitely put this down to the great Lifestyle Express branding and the POS materials that we put outside to make passers-by aware of our great offers.”

Since launching the new store, Harnek has focused on stepping up his game for both regular and first-time customers.

“As part of Lifestyle Express, we are

“We keep our chillers stocked with the bestselling brands and greatvalue alternatives so that customers shopping on a range of budgets can get what they want here” 48 Retailer Matters

ISSUE 30 2015

FINGER ON THE PULSE As well as offering extra services in his store, Harnek makes sure to keep his finger on the pulse of his customers’ favourite groceries.

“Our bestselling products are definitely beers, wines and spirits,” he said. “We keep our chillers stocked up with the bestselling brands and greatvalue alternatives so that customers shopping on a range of budgets know they can get what they want here.”

With the vision of being the best convenience store in the area, Harnek ensures that himself and his staff offer exceptional customer service to everyone that walks through the door.

“We know that the multiples simply can’t offer the same level of customer service as we do. With such a high turnover of staff, they don’t have the opportunity to really get to know the local community. We are supportive, helpful, hardworking, reliable people

Harnek can rely on the help of his wife Roushna, who said that it has been a rewarding experience running the store exactly how they want to.

“I’m so proud of Harnek”, she said. “We wouldn’t be where we are today without all his hard work and commitment.”

The Singhs look forward to increasing footfall in the crucial first six months of business and are working closely with their Business Development Manager to make sure their new store succeeds.

Harnek added: “In the future, I hope to bring in new features such as the lottery, an ATM and a hot-drinks-to-go machine. I am really pleased with our progress so far and I wouldn’t have been able to do it without the support of my Landmark colleagues.”

With a clear understanding of what his customers want, a great knowledge of the local area and a proactive and adaptable outlook, Harnek can surely look forward to success on Oxhill Road for years to come.

MARLBORO THE NEW WAY FOR YOU TO PROFIT *

12% POR

*POR = ProďŹ t on return. Margin is calculated on the stated RRP. All pricing ng decisions rest with the retailer and therefore margin may be affected by the retailer’s chosen selling price. Packs will be available as of June 2015. This communication is for the information of tobacco traders only.

Smoking kills

store profile N & A Convenience

GO THE EXTRA MILE We have a lot of customers who are elderly and struggle to carry all their shopping on their own. We make time to drop goods off to their house, even if it is a heavy bag of flour or potatoes, so they know they can rely on us.

THE STORE’S BESTSELLERS

GREETING AND HELPING CUSTOMERS My staff and I always ask if customers need any help finding anything. Often people won’t ask, but once you offer your help, they will take it.

USE MARKETING MATERIAL What we love about Landmark is that they are always on hand to support us. Make sure to use the advertising kit and POS posters – it all really helped us to re-engage our customers after we moved from the store across the road.

Bread and milk

ABOUT HARNEK

Soft S f drinks di

Beers, wines and spirits

HARNEK’S

TOP TIPS

Harnek’s success story means he is well placed to offer advice and tips on making the most of your business 50 Retailer Matters

ISSUE 30 2015

Harnek had little experience in retailing before setting up his store back in 2008. He shadowed another retailer to get experience before spreading his wings and setting up on his own, with the help of his wife and two daughters, Neelam and Amrita (pictured). Harnek started the store from scratch and learnt through trial and error. Seven years on and with a new store, he said he has never looked back.

BEING PUNCTUAL Customers rely on us to be on time, all the time.

We will have people waiting for us to open and people rushing in before we shut, so staying punctual is really key.

Own brand feature

If you only do

STOCK OWN BRAND

With improved quality and providing great value, own brand products are now a very different concept. Stock up and don’t miss out on huge sales

F

or retailing excellence, retailers need to offer their customers one thing: choice. And by stocking a great-quality own brand range, you’re providing your customers with variety and value.

Own brand represents many things to customers and the days of it being thought of as the poor relation to the bigger brands are well and truly over.

Instead, own brand now represents a quality alternative to the leading names in grocery, saving shoppers money, while catering to differing tastes and preferences.

RETAILER VIEW THREE RETAILERS TELL US THE BENEFITS THEY’VE SEEN FROM STOCKING OWN BRAND PRODUCTS Dal Singh, Lifestyle Express Harry Perks, said: “We’ve always stocked Lifestyle products.

We’re carrying as many of the own brand ll well. ll Th products as we can fit in and they’re selling really The Value Zone is popular, and products such as Lifestyle Nappies and LSV are a great addition to our stock.”

Valerie Va Owen, Lifestyle Express Winscombe, W said:

SALES SURGE And just as own brand is seeing a surge in sales in the multiples, the same pattern has emerged in the convenience channel. As the rise of the discounters has won over the UK, so too has own brand. The quality has improved, and retailers are recognising the need for a good, better, best offering, which translates as own brand value, own brand and branded.

Research shows that shoppers who buy own brand products tend to spend 32% more than the average shopper. It also shows that demand for both value and premier own brand is on the increase. While Tesco and Sainsbury’s report sales of own brand at around 50% of average spend, most convenience stores see a much lower figure.

So, why the importance of own brand?

Well, a strong own brand offering increases basket spend, drives up store loyalty, provides a point of difference

l ll and locally d encourages repeatt purchase. h And, as Lifestyle Express retailers, you have a fantastic range of products to choose from.

OFFERING AN ALTERNATIVE Whether it’s Vintners Collection wines, Prince Consort spirits, bestselling LSV Energy Drinks or the Lifestyle and Lifestyle Value range of groceries, there are some brilliant products for your customers, offering them a fantastic alternative to the well-known brands, and with brilliant margins for retailers.

“If you don’t stock the Lifestyle and Lifestyle Value own brand ranges, then Li you’re missing out on sales. Since yo introducing the Value range, our sales in have dramatically increased and our h customers are loving the products.”

Amjed Pervez, Lifestyle Express Glasgow, said: “Exclusive lines like own brand provide retailers with a competitive edge. LSV has been fantastic for us – the quality and price point is perfect. We sell a lot of multipacks of LSV as people like to stock tock up.””

TOP Remember to tell customers about the best TIP deals. For budget-conscious shoppers, pointing out own brand basics, such as sugar, foil and toilet tissue, could make a big g difference to how much they can buy.

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Retailer Matters 53

41

core range ITEM

SIZE

SOFT DRINKS – CHILLED Boost Boost Buxton Capri Sun Orange Cherry Coke Cherry Coke Coca Cola Coca Cola Diet Coke Diet Coke Diet Pepsi Dr Pepper Dr Pepper Fanta Fruit Twist Fanta Orange Fanta Orange Fruit Shoot NAS Blackcurrant & Apple Fruit Shoot NAS Orange Highland Spring Still Irn Bru Juicy Drench Orange & Passionfruit Lipton Ice Tea Peach Lucozade Caribbean Crush Lucozade Cloudy Lemonade Lucozade Orange Lucozade Original Lucozade Pink Lemonade Lucozade Sport Orange Lucozade Sport Raspberry Monster Monster Ripper Oasis Citrus Punch Oasis Summer Fruits Pepsi Pepsi Max Pepsi Max Pepsi Max Cherry Powerade Berry & Tropical Red Bull Red Bull Red Bull Red Bull Sugar Free Relentless Ribena Blackcurrant Ribena Blackcurrant Ribena Strawberry Rockstar Punched Guava Rockstar Sours Bubbleburst Rockstar Xdurance Blueberry Sprite Vimto Still Volvic Volvic Sportscap Volvic Touch of Fruit Lemon & Lime Volvic Touch of Fruit Strawberry *Barrs Bubblegum *Barrs Cola *Barrs Cola *Barrs Cream Soda *Barrs Limeade *Highland Spring Still *Irn Bru *Irn Bru *Irn Bru Sugar Free *Irn Bru Sugar Free *Irn Bru Wee Bru *Macb Peach *Macb Strawberry & Lime *Rockstar Juiced *Rockstar Xdurance Orange

250ml 500ml 750ml 330ml 500ml 330ml 500ml 330ml 500ml 330ml 600ml 500ml 330ml 500ml 500ml 330ml 275ml 275ml 500ml 500ml 440ml 500ml 380ml 380ml 380ml 380ml 380ml 500ml 500ml 500ml 500ml 500ml 500ml 500ml 600ml 330ml 600ml 500ml 473ml 355ml 250ml 250ml 500ml 500ml 288ml 500ml 500ml 500ml 500ml 500ml 500ml 500ml 1ltr 500ml 500ml 500ml 500ml 330ml 500ml 500ml 750ml 330ml 750ml 500ml 330ml 250ml 500ml 500ml 500ml 500ml

SOFT DRINKS – LIFESTYLE & LSV RANGE Lifestyle Apple Juice Lifestyle Orange Juice LSV Energy LSV Energy (Can) LSV Energy (PET) LSV Glucose Cherry LSV Glucose Orange LSV Isotonic Mixed Berry LSV Isotonic Orange

200ml 200ml 250ml 500ml 500ml 380ml 380ml 500ml 500ml

42One of the Must Stock Own Brand Range

*Scotland only

Your guide to the bestselling brand and Own-Brand products

ITEM

SIZE

SOFT DRINKS – LIFESTYLE & LSV RANGE LSV Isotonic Tropical Berry (Blue) LSV Sugar Free

500ml 250ml

SOFT DRINKS – AMBIENT Boost Coca Cola Diet Coke Diet Pepsi Dr Pepper Fanta Orange Highland Spring Sparkling Highland Spring Still Irn Bru Lucozade Energy Orange Lucozade Energy Original Pepsi Pepsi Max Red Bull Ribena Blackcurrant Robinsons NAS Blackcurrant & Apple Robinsons NAS Orange Rubicon Mango Schweppes Indian Tonic Water Schweppes Lemonade Vimto Cordial Vimto Fizzy Volvic Volvic Touch of Fruit Strawberry *Irn Bru Sugar Free

1ltr 1.75ltr 1.75ltr 2ltr 2ltr 2ltr 1.5ltr 1.5ltr 2ltr 1ltr 1ltr 2ltr 2ltr 4pk 600ml 1ltr 1ltr 1ltr 1ltr 2ltr 725ml 2ltr 1.5ltr 1.5ltr 2ltr

SOFT DRINKS – LIFESTYLE RANGE Lifestyle Apple Juice Lifestyle Cranberry Juice Lifestyle Orange Juice Lifestyle Soda Water LSV Energy

ITEM

SIZE

CRISPS & SNACKS Pringles Sour Cream & Onion Pringles Texas BBQ Quavers Quavers Sensations Thai Sweet Chilli Space Raiders Pickled Onion Transform-a-Snack BBQ Walkers Cheese & Onion Walkers Cheese & Onion Walkers Classic Variety Walkers Prawn Cocktail Walkers Ready Salted Walkers Salt & Vinegar Walkers Snaps Tomato Wotsits Wotsits *Golden Wonder Cheese & Onion *Golden Wonder Spring Onion *Nik Naks Nice ‘n’ Spicy *Walkers Pickled Onion

190g 190g Sharing Std Sharing Std Std Sharing Std 6pk Std Std Std Std Sharing Std Std Std Std Std

SWEET SNACKS Belvita Breakfast Milk & Cereal Biscuits Kelloggs Coco Pops Bar Kelloggs Nutri-grain Strawberry Kelloggs Rice Krispies Squares Mallow Kelloggs Rice Krispies Squares Totally Chocolately KP Milk Chocolate Dips Nutella & Go Oreo Snack Pack

50g 20g 37g 28g 36g 32g 48g 66g

1ltr 1ltr 1ltr 1ltr 1ltr

CONFECTIONERY – GIFTING Celebrations Ferrero Rocher Milk Tray Quality Street Roses

Carton T16 Box Carton Carton

BISCUITS Cadbury Milk Chocolate Fingers Fox’s Melts Viennese Chocolate Jacobs Cream Crackers Jammie Dodgers Maryland Choc Chip Cookies MCV Digestive MCV Ginger Nuts MCV Hob Nobs MCV Jaffa Cakes MCV Milk Chocolate Digestives MCV Milk Chocolate Hobnobs MCV Rich Tea Nestle Blue Riband Nestle Kit Kat Oreo Vanilla Roll *Tunnocks Caramel Wafer *Tunnocks Teacakes

125g 150g 200g 150g 150g 300g 250g 300g 150g 300g 300g 200g 5pk 5pk 154g 4pk 6pk

BISCUITS – LIFESTYLE RANGE Lifestyle Custard Creams

300g

CRISPS & SNACKS Burtons Fish ‘n’ Chips Doritos Chilli Heatwave Doritos Chilli Heatwave Doritos Cool Original Doritos Tangy Cheese Doritos Tangy Cheese Frazzles Bacon Hula Hoops BBQ KP Dry Roasted Nuts KP Salted Nuts McCoys Cheddar & Onion McCoys Flamegrilled Steak McCoys Flamegrilled Steak McCoys Salt & Vinegar McVities Mini Cheddars McVities Mini Cheddars Monster Munch Beef Monster Munch Pickled Onion Pringles Original Pringles Original Pringles Sour Cream & Onion

Std Sharing Std Sharing Sharing Std Std Sharing 80g 90g Std Sharing Std Std Sharing Std Sharing Std 40g 190g 40g

CONFECTIONERY – SHARING Aero Bubbles Mint Aero Mint Bassetts Jelly Babies Cadbury Eclairs Cadbury Giant Buttons CDM Caramel CDM Dairy Milk CDM Fruit & Nut CDM Wholenut Galaxy Galaxy Caramel Galaxy Minstrels Haribo Starmix Haribo Supermix Haribo Tangfastics M&M’s Peanut Maltesers Maoam Pinballs Maynards Wine Gums Milky Bar Revels Rowntrees Fruit Pastilles Skittles

Pouch Large Bar Large Bag Large Bag Pouch Large Bar Large Bar Large Bar Large Bar Large Bar Large Bar Pouch Large Bag Large Bag Large Bag Pouch Pouch Large Bag Large Bag Large Bar Pouch Large Bag Pouch

CONFECTIONERY – CHOCOLATE Aero Mint Boost Bounty Bounty Dark Cadbury Freddo Cadbury Fudge CDM Caramel CDM Dairy Milk CDM Fruit & Nut Crunchie Daim Double Decker Ferrero Rocher Flake Frys Turkish Delight Galaxy Galaxy Caramel

Std Std Std Std Std Std Std Std Std Std Std Std T3 Std Std Std Std

ISSUE 30 2015

Retailer Matters 55

core range One of the Must Stock Own Brand Range *Scotland only

ITEM

SIZE

CONFECTIONERY – CHOCOLATE Galaxy Minstrels Galaxy Ripple Kinder Bueno Kinder Bueno White Kinder Snack Bar Kinder Surprise Kit Kat 4 Finger Kit Kat Chunky Kit Kat Peanut Chunky Lion Bar M&M’s Peanut Malteser Teasers Maltesers Mars Mars Milky Bar Buttons Milkyway Milkyway Stars Munchies Nestle Milky Bar Picnic Rolo Smarties Snickers Snickers Starbar Toffee Crisp Twirl Twix Twix Wispa Wispa Gold Yorkie Yorkie Raisin & Biscuit

Std Std Std Std Std Std Std Std Std Std Std Std Std Duo Std Std Std Std Std Std Std Std Std Duo Std Std Std Std Xtra Std Std Std Std Std

CONFECTIONERY – SUGAR Maynards Wine Gums Rowntrees Fruit Gums Rowntrees Fruit Pastilles Rowntrees Jelly Tots Skittles Starburst

Std Std Std Std Std Std

CONFECTIONERY – MINTS & MEDICATED Halls Soothers Blackcurrant Lockets Honey & Lemon Polo Tic Tac Mint Tic Tac Orange & Lime Trebor Extra Strong Mints Trebor Softmints Peppermint Trebor Softmints Spearmint

Std Std Std Std Std Std Std Std

CONFECTIONERY – CHEWING GUM Airwaves Cherry Menthol Airwaves Menthol Eucalyptus Extra Cool Breeze Extra Ice Peppermint Extra Ice Spearmint Extra Peppermint Extra Spearmint Extra Strawberry Extra White Extra White Bubblemint

10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s 10’s

GROCERY – BREAKFAST CEREALS Alpen Kelloggs Bran Flakes Kelloggs Coco Pops Kelloggs Cornflakes Kelloggs Crunchy Nut Cornflakes Kelloggs Frosties Kelloggs Rice Krispies Kelloggs Special K Kelloggs Variety Pack Nestle Multi Cheerios Nestle Shredded Wheat Nestle Shreddies Quaker Oats Quaker Oats So Simple Original Honey Monster Puffs Weetabix

375g 500g 290g 500g 375g 375g 340g 300g 8’s 375g 16’s 500g 500g 12’s 320g 24’s

56 Retailer Matters

ISSUE 30 2015

ITEM

SIZE

GROCERY – HOT BEVERAGES Cadburys Drinking Chocolate Carte Noir Coffee Mate Horlicks Kenco De-Caff (Jar) Kenco Rich Eco (Jar) Kenco Smooth (Jar) Nescafe 3 in 1 Nescafe Azera Nescafe Cappuccino Nescafe Cappuccino Unsweetened Nescafe Gold Blend Nescafe Original Nescafe Original Nesquik Strawberry PG Tips PG Tips Silverspoon Granulated Sugar Tetley De-Caff Tetley Teabags Tetley Teabags Yorkshire Tea *Nambarrie *Scottish Blend

250g 100g 200g 200g 100g 100g 100g 5pk 60g 10’s 10’s 100g 50g 100g 300g 40’s 80’s 1kg 40’s 40’s 80’s 80’s 80’s 80’s

GROCERY – HOT BEVERAGES – LIFESTYLE RANGE Lifestyle Value Sugar

500g

GROCERY – CANNED VEG, MEAT & FISH Batchelors Bigga Marrowfat Peas Batchelors Mushy Peas Batchelors Red Kidney Beans Fray Bentos Meatballs in Tomato Sauce Fray Bentos Steak & Kidney Pie Green Giant Naturally Sweet NAS Sweetcorn Green Giant Original Niblets Sweetcorn Heinz Baked Beans Heinz Baked Beans with Sausages Heinz Macaroni Cheese Heinz Ravioli Heinz Spaghetti Heinz Spaghetti Bolognese Heinz Spaghetti Hoops Hunger Breaks All Day Breakfast Hunger Breaks The Full Monty John West Mackerel Fillets in Tomato Sauce John West Sardines in Rich Tomato Sauce Napolina Chopped Tomatoes Princes 8 Hot Dogs Princes Beef Paste Princes Chicken Paste Princes Corned Beef Princes Ham Princes Pink Salmon Princes Red Salmon Princes Tuna Chunks in Brine Princes Tuna Chunks in Sunflower Oil Smash Original Spam Chopped Pork & Ham

300g 300g 400g 410g 475g 340g 198g 415g 415g 400g 400g 400g 400g 400g 395g 395g 125g 120g 400g 400g 75g 75g 340g 200g 213g 213g 160g 160g 176g 200g

GROCERY – CANNED VEG, MEAT & FISH – LIFESTYLE RANGE Lifestyle Baked Beans 410g Lifestyle Chopped Tomatoes 400g Lifestyle Garden Peas 300g Lifestyle New Potatoes 540g Lifestyle Plum Tomatoes 400g Lifestyle Sliced Carrots 300g Lifestyle Tuna Chunks in Brine 170g GROCERY – SOUP Batchelors Cup a Soup Chicken Batchelors Cup a Soup Tomato Heinz Chicken Soup Heinz Oxtail Soup Heinz Tomato Soup Heinz Vegetable Soup *Baxters Chicken Broth *Baxters Scotch Broth *Heinz Lentil

4pk 4pk 400g 400g 400g 400g 415g 415g 400g

GROCERY – SAUCES & CONDIMENTS Amoy Dark Soy Sauce Batchelors Pasta ‘N’ Sauce Chicken & Mushroom

150ml 122g

ITEM GROCERY – SAUCES & CONDIMENTS Batchelors Super Rice Golden Batchelors Super Noodles BBQ Beef Batchelors Super Noodles Chicken Baxters Sliced Beetroot Bisto Chicken Gravy Granules Bisto Gravy Granules Branston Original Pickle Chicken Tonight Spanish Chicken Colmans Bramley Apple Sauce Colmans Cheddar Cheese Sauce Mix Colmans Classic Mint Sauce Colmans English Mustard Colmans Parsley Sauce Mix Colmans Sausage Casserole Mix Crisp n Dry Vegetable Oil Dolmio Bolognese Extra Onion & Garlic Dolmio Creamy Tomato Pasta Bake Dolmio Original Bolognese Sauce Haywards Traditional Onions Heinz Salad Cream (New Design) Heinz Tomato Ketchup Hellmanns Mayonnaise Hellmanns Mayonnaise Light HP Original Sauce Knorr Chicken Stock Cubes Lea & Perrins Worcestershire Sauce Napolina Extra Virgin Olive Oil Old El Paso Fajitas Dinner Kit Oxo Cubes - Beef Paxo Sage & Onion Stuffing Pot Noodle Chicken & Mushroom Pot Noodle Curry Sacla Green Basil Pesto Sarsons Malt Vinegar Sharwoods Korma Sauce Sharwoods Tikka Masala Sauce Tilda Basmati Rice Uncle Bens Express Basmati Rice Uncle Bens Express Egg Fried Rice Uncle Bens Express Long Grain Rice Uncle Bens Medium Chilli Sauce Uncle Bens Original Sweet & Sour Sauce

SIZE 120g 100g 100g 340g 170g 170g 360g 500g 250ml 40g 250ml 100g 20g 40g 1ltr 500g 500g 500g 454g 235g 460g 400g 400g 255g 8’s 150ml 250ml Kit 12’s 85g 90g 90g 190g 250ml 420g 420g 500g 250g 250g 250g 500g 500g

GROCERY – SAUCES & CONDIMENTS – LIFESTYLE RANGE Lifestyle Ground Black Pepper 25g Lifestyle Pasta Quills 500g Lifestyle Salt 750g Lifestyle Spaghetti 500g Lifestyle Sunflower Oil 1ltr Lifestyle Vegetable Oil 1ltr GROCERY – HOMEBAKE Ambrosia Rice Pudding Ambrosia Devon Custard Angel Delight Strawberry Carnation Evaporated Milk Del Monte Fruit Cocktail in Juice Del Monte Peach Slices in Juice Del Monte Sliced Pineapple in Juice Hartleys Best Raspberry Seedless Jam Hartleys Best Strawberry Jam Hartleys Strawberry Jelly Block Jif Lemon Marmite Yeast Extract McDougalls Plain Flour McDougalls Self Raising Flour Mr Kipling Golden Syrup Sponge Puddings Nutella Robertsons Golden Shred Marmalade Rowse Honey Pure & Natural Clear Squeezable Sunpat Peanut Butter Crunchy

400g 400g 59g 410g 415g 415g 432g 340g 340g 135g 250ml 125g 1.25kg 1.25kg 2 x 95g 400g 454g 340g 227g

GROCERY – BABY Cow & Gate Stage 1 Milk Cow & Gate Stage 2 Milk Farleys Original Rusks Huggies Pure Baby Wipes J&J Baby Lotion J&J Baby Oil J&J Baby Powder J&J Baby Shampoo Pampers Baby Dry Size 3 Pampers Baby Dry Size 4

200ml 200ml 150g 64’s 200ml 200ml 100g 200ml 22’s 20’s

core range One of the Must Stock Own Brand Range *Scotland only

ITEM

SIZE

GROCERY – BABY Pampers Baby Dry Size 5 Pampers Baby Dry Size 6 Sudocrem

16’s 17’s 60g

GROCERY – BABY – LIFESTYLE RANGE Lifestyle Cotton Buds Lifestyle Nappies Size 5

100’s 12’s

PET CARE – DOG Bakers Complete Beef & Veg Bakers Complete Chicken & Veg Cesar Turkey & Lamb Pedigree Dentastix Pedigree Jumbone Pedigree Original Pedigree Original Pedigree Schmackos Beef Winalot Chicken in Jelly Winalot Chicken in Jelly

1.35kg 1.35kg 150g 3’s 2’s 400g 1.2kg 10’s 400g 1.2kg

PET CARE – DOG – LIFESTYLE VALUE RANGE Lifestyle Value Dog Food Beef

1.2kg

PET CARE – CAT Dreamies Chicken Felix Mono Fish Felix Pouch Fish Selection Felix Pouch Mixed Favourites in Jelly Gourmet Perle Pouch Chicken Kitekat Chicken Sheba Turkey & Chicken Thomas Cat Litter Whiskas Chicken Whiskas Chicken Pouch Whiskas Complete Chicken Whiskas Fishermans Choice Whiskas Pouch Poultry Whiskas Salmon in Jelly PERSONAL CARE & MEDICINES – MEDICINE Alka Seltzer Original Anadin Extra Caplets Beechams Powders Calpol Sugar Free Calpol Sugar Free Six Plus Imodium Anti-Diarrhoea Capsules Lemsip Max All in One Lemon Lemsip Max Capsules Nurofen Express Liquid Capsules Nurofen Tablets Piriteze Allergy Tablets Pro Plus Rennie Spearmint Savlon

SIZE

CHILLED & FROZEN – LIFESTYLE RANGE Lifestyle Mature Cheddar White or Coloured Lifestyle Mild Cheddar White or Coloured Lifestyle Pure Orange Juice

200g 200g 500ml

CHILLED & FROZEN – FROZEN Aunt Bessies 12 Yorkshire Puddings Aunt Bessie’s Jam Roly Poly Bernard Matthews 8 Mini Kievs Birds Eye 10 Value Fish Fingers Birds Eye 4 Chicken Burgers Birds Eye Chicken Curry Birds Eye Garden Peas Chicago Town 2 Deep Dish Pepperoni Pizzas Dr Oetker Mozzarella Pizza Freshlink 8 Pork Sausages Kershaws Chicken Dinner Lyons Maid Vanilla Brick McCain Oven Chips Ross Cottage Pie Viennetta Vanilla Wall’s Magnum Classic Young’s Admiral Pie

pack pack pack pack pack pack 480g pack pack pack pack pack 907g pack pack 3 pack pack

TOBACCO – CIGARETTES Carlton SK JPS Blue KS Lambert & Butler KS Lambert & Butler KS Lambert & Butler Blue KS Mayfair KS Mayfair KS Richmond SK Sovereign Blue KS Sovereign Blue SK Sterling Fresh Taste on Demand KS Sterling Fresh Taste on Demand KS Sterling KS Sterling SK Sterling SK Windsor Blue SK

19’s 19’s 20’s 10’s 19’s 19’s 10’s 19’s 19’s 19’s 19’s 10’s 19’s 19’s 10’s 19’s

NON FOOD – HOUSEHOLD – LIFESTYLE VALUE RANGE Lifestyle Value Dishcloths 5’s

CIGARETTES – NO3 (OWN BRAND) RANGE No.3 KS No.3 KS No.3 SK No.3 SK

19’s 10’s 19’s 10’s

CHILLED & FROZEN – CHILLED Cathedral City Mature Cheddar Cheestrings Original Singles Copella English Apple Dairylea Dunkers Jumbo Tubes

TOBACCO Amber Leaf Amber Leaf Amber Leaf Gold Leaf

12.5g 25g 50g 12.5g

NON FOOD – PAPER – LIFESTYLE RANGE Lifestyle Kitchen Roll White Lifestyle Softest Toilet Tissue White Lifestyle Softest Toilet Tissue White

2 Roll 4 Roll 2 Roll

NON FOOD – PAPER – LIFESTYLE VALUE RANGE Lifestyle Value Kitchen Towel Lifestyle Value Toilet Tissue White

4 Roll 4 Roll

60g 6pk 12pk 12pk 85g 400g 150g 5ltr 390g 100g 340g 12pk 12pk 390g

NON FOOD – LAUNDRY Ariel Liquid Ariel Excel Gel Bio Bold 2 in 1 Lavender & Camomile Bold 2 in 1 Lavender & Camomile Liquid Comfort Fabric Conditioner Original Blue Comfort Fabric Conditioner Pure Daz Go Pods Daz Auto Regular Lenor Spring Awakening Fabric Conditioner Persil Capsules Non Bio Persil Non Bio Persil Small & Mighty Liquid Non Bio Surf Liquid Tropical Surf Tropical

1.2ltr 16 Wash 10 Wash 1.2ltr 750ml 750ml 12’s 10 Wash 550ml 10’s 10 Wash 15 Wash 16 Wash 10 Wash

10’s 16’s 10’s 100ml 100ml 6’s 5’s 8’s 10’s 12’s 7’s 12’s 24’s 30g

NON FOOD – LAUNDRY – LIFESTYLE VALUE RANGE Lifestyle Value Auto Washing Powder 780g

PERSONAL CARE & MEDICINES – FEMININE HYGIENE Always Ultra Long Plus 12’s Always Ultra Night 10’s Always Ultra Normal 16’s Always Ultra Normal Plus 14’s Bodyform Ultra Normal with Wings 14’s Kotex Maxi Pad Nighttime 10’s

SIZE 284ml 500g 60g 200g 250g 120g 100g 150g 175g 25g 213g 454g 150g 190g 850ml 330ml 850ml 330ml 500g 260g 260g 180g 180g 180g 140g 200g 475ml 475ml 75ml

4 Roll 2 Roll 4 Roll 4 Roll 2 Roll 2 Roll 9’s 80’s 100’s

400ml 250ml Single 100ml 100g 5’s 200ml 250ml 250ml 150ml 250ml 250ml 250ml 150ml 75ml

ITEM CHILLED & FROZEN – CHILLED Elmlea Double Flora Original Fridge Raiders Roast Kraft Philadelphia Lurpak Mattessons Crumbed Ham Mattessons Wafer Thin Ham Muller Corner Strawberry Muller Light Strawberry Peperami Original Richmond Skinless Sausage Richmond Thick Sausage Rustlers Chicken Sandwich Rustlers Quarter Pounder Tropicana Original Tropicana Original Tropicana Smooth Tropicana Smooth Utterly Butterly Walls 8 Rashers Smoked Back Bacon Walls 8 Rashers Unsmoked Back Bacon Walls Chicken & Bacon Slice Walls Chicken & Mushroom Slice Walls Chicken Tikka Slice Walls Sausage Roll Wyke Farm Ivy’s Farmhouse Butter Block Yazoo Banana Yazoo Chocolate Yazoo Strawberry

NON FOOD – PAPER Andrex Natural Andrex Natural Andrex Quilts White Andrex White Andrex White Fiesta Kitchen Roll White Kleenex Balsam Pocket Tissues Kleenex Balsam Regular Kleenex for Men

PERSONAL CARE & MEDICINES – LIFESTYLE RANGE Lifestyle Ibuprofen Blister Pack 16’s Lifestyle Paracetamol Tub 16’s PERSONAL CARE & MEDICINES – TOILETRIES Balsam Shampoo Raspberry Carex Handwash Original Colgate Toothbrush Twister Colgate Toothpaste UCP Dove Cream Bar Gillette Blue II Fixed Disposable Razors Gillette Shave Gel Sensitive Head & Shoulders Shampoo Classic Clean Listerine Coolmint Mouthwash Lynx Bodyspray Africa Lynx Showergel Africa Radox Showergel Refresh Silvikrin Hairspray Firm Sure APD Active for Men Sure APD Crystal Clear Aqua Compressed

ITEM

PERSONAL CARE & MEDICINES – FEMININE HYGIENE Tampax Compak Regular 20’s Tampax Compak Super 20’s Tampax Compak Super Plus 20’s

NON FOOD – HOUSEHOLD Bloo Acticlean Original Dettol Surface Trigger Domestos Original Bleach Duck Liquid Fresh Fairy Wash Up Lemon Fairy Wash Up Original Febreeze Airspray Cotton Fresh Finish All in 1 Flash Wipes Lemon Flash All Purpose Liquid Lemon Flash Bathroom Spray Flash Spray with Bleach Mr Muscle Lemon Kitchen Mr Muscle Oven Cleaner Mr Muscle Sink & Plug Unblocker Mr Muscle Window Mr Sheen Original Shake ‘n’ Vac Citrus Blossom

Twin 500ml 750ml 750ml 433ml 433ml 300ml 13’s 40’s 500ml 500ml 500ml 500ml 300ml 500ml 500ml 300ml 500g

NON FOOD – HOUSEHOLD – LIFESTYLE RANGE Lifestyle Clingfilm 350mm Lifestyle Disinfectant Lifestyle Firelighters Lifestyle Heavy Duty Refuse Sacks Lifestyle Kitchen Foil 300mm Lifestyle Press ‘n’ Seal Sandwich Bags Lifestyle Soap Pads Lifestyle Swing Bin Liners Lifestyle Thick Bleach Lifestyle Wash Up Liquid Original

25m 1ltr 14’s 10’s 7.5m 50’s 10’s 20’s 750ml 500ml

200g 21g 330ml 47g

ISSUE 30 2015

Retailer Matters 59

core range One of the Must Stock Own Brand Range *Scotland only

ITEM

SIZE

TOBACCO Golden Virginia

12.5g

BEER Budweiser Bottle Budweiser Can Carling Can Carling Can Carling Pint Can Carlsberg Can Carlsberg Pint Can Carlsberg Export Can Carlsberg Export Bottle Carlsberg Special Brew Can Coors Light Can Corona Bottle Crabbies Alcoholic Ginger Beer Desperados Desperados Fosters Can Fosters Can Fosters Gold Bottle Fosters Pint Can Guinness Draught Can Heineken Can Holsten Pils Can John Smiths Extra Smooth Can Kronenbourg 1664 Can Newcastle Brown Ale Old Speckled Hen Peroni Bottle Peroni Bottle Red Stripe Can San Miguel Bottle San Miguel Bottle San Miguel Can San Miguel Fresca Bottle Skol Stella Artois Bottle Stella Artois Bottle Stella Artois Can Stella Artois Can Stella Artois Pint Can Tyskie Can *McEwans Export Can *Miller Genuine Draft Bottle *Tennents Can *Tennents Can *Tennents Pint Can *Tennents Special Ale Can

6pk 4pk 4pk 8pk 4pk 4pk 4pk 4pk 6pk 4pk 4pk 4pk 500ml 3pk 650ml 4pk 8pk 6pk 4pk 4pk 4pk 4pk 4pk 4pk 550ml 500ml 660ml 4pk 4pk 660ml 4pk 4pk 6pk 8pk 660ml 6pk 4pk 8pk 4pk 4pk 4pk 4pk 4pk 8pk 4pk 4pk

CIDER Bulmers Bold Cherry Bulmers Red Berries & Lime Crumpton Oaks Frosty Jacks Henry Westons Vintage K Cider Koppaberg Mixed Fruit Koppaberg Strawberry & Lime Magners Original Magners Original Can Scrumpy Jack Stella Cidre Stella Cidre Raspberry Strongbow Strongbow Pint Can Strongbow Strongbow Citrus Edge Strongbow Dark Fruits Strongbow Pear

568ml 568ml 2ltr 2ltr 500ml 4pk 500ml 500ml 568ml 4pk 4pk 568ml 568ml 4pk 4pk 2ltr 4pk 4pk 4pk

CIDER – AMBER STRONG, ERIDGE VALE, WHITE & BLACK STORM (OWN BRAND) Amber Strong 4pk Black Storm 500ml Eridge Vale 2ltr White Storm 2ltr White Storm 1ltr White Storm 500ml WINE – WHITE Barefoot Pinot Grigio Black Tower Rivaner

60 Retailer Matters

75cl 75cl

ISSUE 30 2015

ITEM WINE – WHITE Blossom Hill White Brancott Estate Sauvignon Blanc Casillero Del Diablo Sauvignon Blanc Echo Falls Chardonnay Echo Falls Pinot Grigio Echo Falls White Gallo Pinot Grigio Hardys VR Chardonnay Hardys VR Pinot Grigio Isla Negra Sauvignon Blanc Jacobs Creek Chardonnay Jacobs Creek Semillon Chardonnay Kumala Cape Classics White Lindemans Bin 65 Chardonnay Stowells Chenin Blanc Wolf Blass Yellow Label Chardonnay

SIZE 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl

WINE – WHITE – VINTNERS COLLECTION (OWN BRAND) RANGE Vintners Collection Australian Chardonnay 75cl Vintners Collection Australian Pinot Grigio 75cl Vintners Collection Californian Chardonnay 75cl Vintners Collection Chilean Sauvignon Blanc 75cl Vintners Collection Italian Pinot Grigio 75cl WINE – WHITE – PREMIUM OWN BRAND The Shallows New Zealand Sauvignon Blanc

75cl

WINE – RED Barefoot Merlot Blossom Hill Red Campo Viejo Tempranillo Echo Falls Merlot Echo Falls Red Hardys VR Cabernet Sauvignon Hardys VR Merlot Hardys VR Shiraz Isla Negra Cabernet Sauvignon Jacobs Creek Grenache Shiraz Jacobs Creek Shiraz Cabernet Kumala Cape Classics Red Lindemans Bin 50 Shiraz Stamp Shiraz Cabernet Wolf Blass Yellow Label Cabernet Sauvignon Wolf Blass Yellow Label Shiraz Yellow Tail Shiraz

75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl 75cl

WINE – VINTNERS COLLECTION (OWN BRAND) RANGE Vintners Collection Australian Shiraz 75cl Vintners Collection Californian Merlot 75cl Vintners Collection Chilean Cabernet Sauvignon 75cl WINE – RED – PREMIUM OWN BRAND Don Fabian Spanish Rioja

75cl

WINE – ROSE Barefoot White Zinfandel Blossom Hill White Zinfandel Echo Falls Rosé Echo Falls White Zinfandel Echo Falls Pinot Grigio Blush Gallo White Grenache Gallo White Zinfandel

75cl 75cl 75cl 75cl 75cl 75cl 75cl

WINE – ROSE – VINTNERS COLLECTION (OWN BRAND) RANGE Vintners Collection Californian White Zinfandel 75cl WINE – SPARKLING Asti Martini Jacobs Creek Sparkling White Pinot Noir

75cl 75cl

WINE – SPARKLING – PREMIUM OWN BRAND Prosecco Santa Loretta

75cl

WINE – FORTIFIED WINE Cockburns Fine Ruby Port Croft Original Harveys Bristol Cream Martini Bianco Martini Extra Dry QC Cream QC Medium Stones Ginger Wine Taylors Select Port

75cl 75cl 75cl 75cl 75cl 70cl 70cl 70cl 75cl

ITEM

SIZE

WINE – SPARKLING PERRY Lambrini Lambrini Lambrini Cherry

1.5ltr 75cl 1.5ltr

WINE – BELLARINI (OWN BRAND) RANGE Bellarini Bellarini

1.5ltr 75cl

SPIRITS & ARTD’S – SPIRITS Bacardi Bacardi Baileys Bells Whisky Bells Whisky Captain Morgan Captain Morgan Spiced Courvoisier Disaronno Glenfiddich Glens Vodka Glens Vodka Gordons Gin Gordons Gin Jack Daniels Jack Daniels Jagermeister Jameson Malibu Russian Standard Smirnoff Smirnoff Sourz Apple Southern Comfort The Famous Grouse The Famous Grouse Three Barrels Brandy Tia Maria *Drambuie *Isle of Jura *Martell *OVD Rum *OVD Rum *Whyte & Mackay *Whyte & Mackay

70cl 35cl 70cl 70cl 35cl 70cl 70cl 70cl 50cl 70cl 70cl 35cl 70cl 35cl 70cl 35cl 70cl 70cl 70cl 70cl 70cl 35cl 70cl 70cl 70cl 35cl 70cl 70cl 70cl 70cl 70cl 70cl 35cl 70cl 35cl

SPIRITS & ARTD’S – PRINCE CONSORT (OWN BRAND) RANGE Prince Consort Brandy 70cl Prince Consort Brandy 35cl Prince Consort Gin 70cl Prince Consort Vodka 70cl Prince Consort Vodka 35cl Prince Consort Whisky 70cl Prince Consort Whisky 35cl ARTD’S Gordons Gin & Tonic Jack Daniels & Cola Morgans Spiced & Cola Smirnoff & Cola Smirnoff & Cranberry Smirnoff Ice Smirnoff Ice WKD Blue WKD Blue WKD Iron Brew

250ml 330ml 250ml 250ml 250ml 70cl 4pk 70cl 4pk 70cl

LIGHT SPIRITS (OWN BRAND) RANGE V*dgrad V*dgrad V*dgrad

1ltr 70cl 35cl

This listing is believed correct at time of printing. E&OE.

The secrets of my

Retailer Matters goes behind the scenes to see how retailers keep their stores running like clockwork

Q

Tell us about your journey as a retailer so far.

Most of my family have been in business and so as a child I was surrounded by businessmen and women, and I could see how successful they were. I saw their good times, but also saw how they adapted to overcome the bad times.

When it came to deciding my own future, I knew I wanted to work for myself and retailing ticked all the boxes – it was affordable, I could get straight

into it and I’d seen some great examples of how it could be done brilliantly.

I began as a newsagent, which I loved.

I gained a wonderful insight into my customers’ lives as they bought magazines on their favourite subjects, such as angling, sewing, cooking, gardening or cycling.

However, I could see that times were changing, and I decided to retrain as a retail trainer to provide another source of income for my family. At the same time, I future-proofed the business by

ISSUE 30 2015

Retailer Matters 63

W

Busy Lifestyle Express retailer Robert Teal runs the Vitesse Lifestyle Express in Barnsley

feature Your store

TORE YOU AND YOTULRIGSHT IN THE SPO ur store Q Describe yo rds: wo e in just thre

H[LEOH )ULHQGO\ IXQ Ă lf se ur yo e Q Describ le! rds: I like peop in three wo bestselling Q What is your W GULQNV product? 6RI

WHAT’S THE SECRET TO YOUR SUCCESS?

Q

moving into convenience When did you decide to retailing, only to be faced join Lifestyle Express? with a big name retailer Having been in retailing Get in touch and share your story opening up nearby. Having since 1985, it was only in retailermatters@ fought two bigger names and 2013 that I decided to make summersault.co.uk won (they both closed down), the giant leap of joining I then sold up and moved into Lifestyle Express. It wasn’t a other retail areas. small decision, but it was definitely While holding down a job, I the right one. developed my retail business and bought a National Lottery kiosk in What is the best thing a local shopping centre. After a few about being part of years, the businesses were doing so Lifestyle Express? well, I found myself coming back to It feels really good to know that there retailing full-time and ended up buying are endless sources of help and support if you need them. The key is not to be the store I’m now running. too proud to ask and then, to listen. It At the same time as all of this, won’t all come together at once, but take I’ve also been incredibly active in advantage of others’ experience and the community. Until recently I was expert advice. We’re currently putting a local magistrate, and I’m very active things into action based on the advice in the Chamber of Commerce and we’ve been given and we’re seeing was Chair of a local town centre user improvements already. group. Oh, and six years ago I began Improving the You also have a pipeline of an Open University degree. I graduate product range is professionally advertised promotions this November. an ongoing process every month, with top-quality posters, ticket edging and negotiated deals for the customer and margins for the retailer. These are excellent for me, my store and my customers.

Q

Q

What do you think is your store’s unique selling point?

Our location couldn’t be better. We’re jjust yards from several university and college departments with thousands of students. However, despite our great position, you still need to have the right products at the right price.

Our customers also love the way we are with them. We all pride ourselves

64 Retailer Matters

ISSUE 30 2015

on our speed of service, informality and friendliness.

Q

Tell us about your recent success.

Q

Any words of wisdom for other, or those thinking of being, retailers?

We’ve introduced products from two local high-quality food producers.

Cannon Hall Farm provides us with meats and pies, and we use its cooked meats in sandwiches, using bread from Krusty Loaf, a local craft bakery. These have been a great success, not just earning us profit, but giving us a great point of difference. We’re now attracting customers who want something a little more premium.

Always factor in the needs of your family in any decisions you make about your business. The whole family is reliant on your success too, and it’s only right that you take into consideration their opinions and feelings.

Talk to people – don’t make yourself an island. Join groups that could help, such as retailer forums or the Chamber of Commerce. Ask questions, be curious and never be afraid to ask for help. Your business’s success is down to you.

Use your time efficiently. It’s easy to think that you can’t take something on, but do it, it’s amazing how much you can achieve when you’re stretched.

your guide to…

… delivering the best customer service It’s a well-known fact that customers value good service when shopping and that a poor experience will mean they won’t return. Here’s how to provide the best service possible ALL GOOD RETAILERS KNOW that customer service is essential for a successful business. No matter how good the products, how enticing the promotions or how great the prices, if customers don’t feel that they’re treated well, they simply won’t come back.

Delivering exceptional customer service is not only great for retaining existing customers, but it’s also essential for attracting new ones. To get ahead of the game, here are some suggestions for delivering service with a smile.

name, use it. People value sincerity, it creates good feeling and trust.

Think about ways to generate good feelings about buying from you.

5 GO THE EXTRA MILE

YOUR 1UNDERSTAND CUSTOMERS’ NEEDS You’re in business to service your customers’ demands, but you can only do that if you know what it is your customers want and need.

Talk to them, they’ll let you know what they want. Customers want to feel good about purchases, regardless of whether it’s a new car or loaf of bread.

2 BE A GOOD LISTENER

Know the right questions to ask and then always listen to the

“Always try and give more than is expected. Is there anything you could offer that customers would not expect?” answers. Did shoppers find everything they were looking for?

Ask for feedback. Is there anything they regularly need that you don’t have on your shelves? Do customers like your displays? Are your promotions the right type of deals for your customers? Listen d ccarefully and, where you can, show tthat you’ve listened by acting on tthe information you’ve been given.

AND 3 IDENTIFY ANTICIPATE NEEDS Th better you know your The ccustomers, the better you become aat anticipating their needs. Are you iin an area with a lot of children? If so, stock up on ice creams for the

66 Retailer Matters

ISSUE 30 2015

warmer months and supplies of back-to-school essentials as it creeps closer to the start of term. If you have a high number of young families, ensure you carry a wide range of essential baby products, such as wipes, nappies, toiletries, medicine and baby foods, but essentially, make sure your aisles are wide and clear so parents with pushchairs can get easy access.

Think about your promotions and tailor them to your customer base.

YOUR 4 SHOW APPRECIATION Make customers feel important and appreciated. Treat them as individuals and if you know their

Always try to give more than is expected. The future of retail lies in keeping customers happy, so ask yourself what you can give customers that they can’t get elsewhere. Is there anything you could offer that customers would appreciate but not expect? Check out the competition and identify something that would set you apart from the rest. If no other retailer offers home delivery, consider how you could introduce this. If this isn’t possible, could you offer a collection service instead for those who struggle for time?

6 THE PERSONAL TOUCH

If a customer asks for a specific item, rather than just describing where it is, take them to it (if you can). Pointing out an item on a shelf is far better service than describing its whereabouts. If you’re asked for an item that’s sold out, try suggesting an alternative or offer to check the storeroom, just in case. Customers will appreciate your time and effort in trying to solve the issue for them, even if the item isn’t available.