Retailer Matters 31

Retailer Matters

Issue

31

September/October 2015 September 2013

The magazine exclusively for Lifestyle Express Retailers

PLUS‌

Fancy a bite?

Why meal solutions are the next big thing

Snack attack

What should you be stocking?

Holidays are coming It pays to plan ahead for Christmas

PICTURE

Ex cl fr usi om ve ly

The big

We’ve got the low-down on what your customers want

RM31_p01_Cover_v4.indd 1

25/08/2015 11:07

RM31_p02-03_Welcome_v2.indd 2

25/08/2015 11:20

September/October 2015 welcome

Welcome

ON THE COVER Thanks to cover star Sunny Singh, from Lifestyle Express H&S Food Store in Bloxwich (p55).

TOP STORIES

25 29 37 58

TWINKLE LITTLE STAR Start planning now for the perfect Christmas

CONVENIENCE – THE FACTS Opportunities to boost your business

SNACK ATTACK Taking advantage of the big night in trend

THE RIGHT MEAL SOLUTIONS Creating meal solutions to entice customers

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 Contributors Jim Levack and Emily Craft Sub Editor Kate Feasey Senior Art Editor Emma Bramwell Account Manager Julia Fulford Advertising Account Manager Adam Turner Managing Director Simon Chappell

AS THE LAST of the summer days fade away and autumn sets in, it’s time to focus on what lies ahead.

While Christmas may still be months away, in retail we know it pays to plan ahead.

On page 25 is our low-down on what to stock up on.

We also know that as the darker nights draw in, families settle down in front of the big TV shows. On page 21 we suggest how to increase sales to fans of The Great British Bake Off. And autumn is when at-home snacking sales really take off, so you’ll find our expert advice on the ever-popular snacking category and how retailers can make the most from it on page 37.

In this issue we also take a look at the bigger picture of retailing. On page 29, find out more about the emerging trends in the convenience sector. Who’s shopping in your store, how often and for how long?

How much do your customers spend? What would encourage them to spend more? We have the facts and figures that will help you plan for your future.

As always, throughout the magazine, you’ll find top tips from retailers and inspirational success stories.

I’m sure you’ll agree that this issue is packed full of great information to help you succeed.

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 31 2015

RM31_p02-03_Welcome_v2.indd 3

Retailer Matters 03

25/08/2015 11:36

RM31_p04-05_Contents_v2.indd 2

25/08/2015 11:34

September/October 2015 contents

25

29

13

37

21

53 07 Industry news The latest from the industry

13 New products

55

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

17 The big interview We speak to Gurj Singh about his journey with Lifestyle Express

21 Get on the baking boom There are many ways to cash in on Bake Off’s popularity

25 Looking ahead to Christmas elpful pointers for one of H retail’s busiest times of year

29 Convenience trends

44 RM31_p04-05_Contents_v2.indd 3

17

S tay one step ahead with a look at customers’ shopping habits

37 Category advice The scoop on snacks for a big night in

44 Store profile etailer Myjinder Braich R reveals the innovative tactics that got his store noticed

50 Top tips Myjinder passes on his pearls of wisdom

53 If you only do one thing… … install chiller doors

55 Secrets of my success Sunny Singh reveals his retailing trade secrets

58 Your guide to… … having the right meal solutions for busy customers

ISSUE 31 2015

Retailer Matters 05

25/08/2015 11:36

RM31_p06-07_News_v3.indd 2

25/08/2015 11:53

industry news

All change to Lottery Big changes to the National Lottery, including new weekly Millionaire Raffles, should result in a windfall for retailers as player excitement is ignited THE NATIONAL LOTTERY draw is getting a revamp in October, including increasing the number of balls from 49 to 59.

ROLLOVERS BOOSTED This increase means that the odds of choosing six correct numbers are much smaller, so Rollover jackpots will become more common. However, players matching two numbers will be able

NEW LOOK FOR BESTSELLERS

to claim a free lucky dip ticket for a future draw, which means that the chance of winning any prize dramatically increases from 1 in 54 to 1 in 9.3. According to Camelot, which operates the National Lottery, this means an additional 1.4 million retail winners will be created each week.

In addition, a new Millionaire Raffle will guarantee at least two £1-million prize winners every

week, one each on a Wednesday and a Saturday.

LAUNCH DATE COMING The date the changes are launched has yet to be confirmed, but the new playslips and point of sale material will be distributed to retailers by the end of September.

“The changes we’re announcing are great for retailers,” said Duncan Malyon, Camelot Sales Director.

“Not only will they help to grow the category – delivering more in retail commission through sales – but retailers will also benefit from the extra footfall through additional winners claiming prizes in store.

“More frequent Rollovers, with bigger rolling jackpots, will drive player excitement and will provide more for retailers to talk about and upsell on big draw days.”

Call for recycling scheme to be canned Proposals for Scottish bottle and can recycling scheme will have a significant impact on retailers, says industry chief

LSV, the Landmark Wholesale Own Brand energy drinks range, has been given an impressive new look.

LSV, available in different flavours and pack formats, still offers fantastic value.

SCOTTISH CONVENIENCE stores are battling proposals for a bottle and can deposit scheme.

Environmental agency Zero Waste Scotland has come up with a scheme in which retailers charge shoppers a 10p or 20p deposit on drinks containers to encourage them to return the empty packs to stores. It’s hoped that the scheme will generate an 85% return rate. However, it will leave retailers with the task of storing empty containers before they are collected for recycling.

POTENTIAL IMPACT Scottish Grocers’ Federation Chief Executive Pete Cheema

said: “We have serious concerns about this entire process – the feasibility study has not looked at the potential impact on convenience stores.

“A typical convenience store

will sell around 3,000 units a week of soft drinks alone. Space is always at a premium. How could a store be expected to cope with the anticipated high levels of return?”

ISSUE 31 2015

RM31_p06-07_News_v3.indd 3

Retailer Matters 07

25/08/2015 11:53

RM31_p08-09_News_v2.indd 2

25/08/2015 12:05

Convenience in danger from new proposal Fear that proposed changes to Sunday trading laws could damage independent retailers GOVERNMENT PLANS to give major towns and cities the power to remove Sunday trading regulations have been condemned by industry experts, who warn that the move will be complicated, ineffective and would threaten the livelihoods of convenience store owners.

INCONSISTENCY ISSUE James Lowman, ACS Chief Executive, said: “Giving local authorities the responsibility for setting Sunday trading hours will lead to inconsistency and confusion for businesses and

shoppers. In areas where large stores’ trading hours are extended, we will simply see the same amount of trade spread over more hours and shifting from small stores to large stores.

“Existing Sunday trading laws are a popular compromise that balance the needs of consumers, shopworkers, small stores and families,” he continued. “Over three-quarters of people like the laws as they are, and fewer than one in 10 people want to see longer Sunday opening hours. The short period of time that small stores are open while large stores are shut is a

crucial advantage for convenience stores. Liberalising Sunday trading hours would make some small stores unviable.”

EFFECTIVE AND VALUED The government has extensively considered changes to Sunday trading rules through the Red Tape Challenge, the Retail Growth Review and a temporary removal during the 2012 Olympic Games.

In all cases, a clear decision was made that Sunday trading rules as they stand are an effective and valued compromise for all interested parties.

Making wishes come true Retailers join forces to raise money to grant wishes for seriously ill children across the UK MORE THAN 80 LIFESTYLE Express retailers have raised £2,640 for Make-A-Wish® UK, the charity that grants magical wishes to children and young people fighting life-threatening conditions.

Lifestyle Express stores across the Blakemore Wholesale estate sold tickets for a grand prize raffle to raise funds for the charity.

“This is the second year we have fundraised for Make-A-Wish across our Lifestyle Express stores estate,” said Nick Rose, Blakemore Wholesale Sales Director. “We

have had a tremendous amount of support from customers, suppliers and retailers themselves to help make a difference to the lives of seriously ill children.”

EVERY DONATION COUNTS There are currently 20,000 children and young people in the UK with life-limiting conditions.

Make-A-Wish will grant around 1,000 wishes in 2015, and needs to raise £7.5 million to achieve this. The charity receives no government funding or Lottery

(l-r) Mesh Chopra of Lifestyle Express Stowheath Convenience, Angela Weston, Make-A-Wish Fundraiser, and Adrian Nicholls, Blakemore Wholesale RDM

grants, so every donation counts.

“We are delighted to have the support of Blakemore Wholesale and Lifestyle Express for a second year,” said Angela Powell from Make-A-Wish. “We’d like to thank everybody who participated in the fundraising activities and helped to raise this fantastic amount. These funds will help us to continue granting wishes to some of the most deserving children in the UK.”

TO FIND OUT MORE ABOUT MAKE-A-WISH PLEASE VISIT WWW. MAKE-A-WISH. ORG.UK OR CALL 01276 40 50 60

ISSUE 31 2015

RM31_p08-09_News_v2.indd 3

09 Retailer Matters XX

25/08/2015 12:06

news

Living wage threatens retailers Threat of next year’s increased costs for retailers could result in less employees and longer hours for store owners THE GOVERNMENT’S NEW national living wage will have a devastating impact on independent retailers and could lead to price rises for shoppers, analysts have warned.

Store executives and industry experts said that the retail sector, which employs vast numbers of staff on or just above the national minimum wage, would be forced to cut jobs, reduce staff working hours and pass on additional costs to their shoppers when the wage, announced in July’s budget, is

introduced next April at £7.20 an hour for the over-25s.

Association of Convenience Stores (ACS) said its members were likely to have to make changes such as working more hours in their business themselves.

DEVASTATING IMPACT James Lowman, ACS Chief Executive, said: “The introduction of a compulsory ‘living wage’ will have a devastating impact on thousands of convenience stores.

This will lead to retailers having

to reduce staff hours, work more hours in their business and ultimately cancel their investment plans. To introduce this measure with no consultation undermines the independent Low Pay Commission and is a reckless way to impose a massive burden on small businesses.”

Michael Weedon, Deputy

Investing for success Figures recently released show more retailers are looking to invest in their stores to beat the competition and stay ahead CONVENIENCE STORES ARE planning to invest more in their store than ever before to ensure they stay ahead of the competition.

According to figures from ACS, almost a third of retailers said they were planning to invest, up from 24% last year and 21% in 2013.

The Association’s Investment Tracker survey revealed the convenience industry has invested £177m in just four months – from February to May 2015.

However, symbol groups are investing less than half that of the multiples. An average independent store has invested £2,567, a symbol store £2,536, while the multiples have invested an average of £6,767.

10 Retailer Matters

RM31_p10-11_News_v2.indd 2

Chief Executive of the British Independent Retailers Association, said the reduction in corporation tax, also announced in the budget, would not help the majority of small businesses because most didn’t make enough profit to pay it.

He said stores faced having to ‘either cut hours, or jobs, or both’.

Shops play vital role A NEW REPORT HAS shown that young people are less likely to access cigarettes and alcohol from shops.

The report from the Health and Social Care Information Centre shows that 58% of regular smokers between the ages of 11 and 15 attempted to buy cigarettes in a shop in 2014 and were refused, a decrease from 85% in 1998. Just 11% of current underage drinkers bought alcohol from a shop or supermarket in 2014.

ACS’s James Lowman said: “These figures are extremely encouraging and show that local shops are doing fantastic work at preventing underage sales and successfully employing the Challenge 25 policy.”

ISSUE 31 2015

25/08/2015 12:09

RM31_p10-11_News_v2.indd 3

25/08/2015 12:10

RM31_p12-15_New products_v4.indd 2

25/08/2015 12:25

new products

ROCK STEADY SALES Following the launch of Desperados Red, Heineken is now extending its Foster’s brand with two new spirit-flavoured beers: Spiced Rum and Classic Rum. The Foster’s Rocks range comes in 440ml cans in multipacks of 4 and 10, RRP £4.50 and £11 respectively.

The extension is aimed at 18-24 year olds and the launch will be supported by a £2m marketing and sampling campaign.

Foster’s Rocks, RRP £4.50, 4x440ml; RRP £11, 10x440ml

GRAB ’EM NOW!

As autumn creeps in, the latest products to hit the depots are enough to inject some heat into your sales

CASH IN ON CORN Give your customers the chance to win a share of a whopping £500,000, thanks to Butterkist’s latest on-pack promotion. The Try for Cash promotion covers a number of Butterkist varieties – including Toffee, Cinema Sweet, Salted, and Sweet & Salted popcorn – and will run until 31 December. The campaign works by providing consumers with a unique promotional code printed on seven million sharing packs, with a guaranteed win every time. There are more than 23,000 cash prizes with a value of £10, £50, £100 and £1,000 – or a 50p discount on their next bag of Butterkist popcorn for those that miss out. RRP not available

GOLDEN TIMES Guinness is expanding into the premium bottled beer market with the launch of a golden ale.

Guinness Golden Ale is brewed using Guinness yeast, hops, Irish barley and amber malt. Described as having a rich golden colour, biscuity malt taste and subtle hoppy aroma, followed by a refreshingly clean finish, the 4.5% ale is backed by a £4.5m marketing campaign to drive interest.

This follows the successful launch of Guinness West Indies and Guinness Dublin porters last year.

Guinness estimates that the new range could deliver £58m incremental value to the premium ales category over the next two years. RRP not available

ISSUE 31 2015

RM31_p12-15_New products_v4.indd 3

Retailer Matters 13

25/08/2015 12:26

new products

GRAB IT WHILE YOU CAN Available exclusively to Lifestyle Express retailers, this fantastic promotion is the ideal gift solution for customers looking to buy premium products. When they buy a bottle of Lindeman’s Bin 65 Chardonnay or Lindeman’s Bin 50 Shiraz (PM £6.99), they can also get a box of Ferrero Rocher, and the cost for both is just £10. Only available in Landmark member depots from 14 September until 3 October 2015.

HOT IN EUROPE McVitie’s has launched DeliChoc in the UK and it’s likely to be a big hit following its popularity in Europe. DeliChoc, a slab of thick Belgian chocolate on top of an extra-crunchy biscuit, comes in three varieties – milk, dark and white chocolate. McVitie’s is investing £2m to promote the UK launch, with a television advertising campaign and in-store activations. RRP £1.69, 150g tray packs

EXCLUSIVE TO LIFESTYLE EXPRESS

HOW LOW CAN YOU GO? Carlsberg UK has launched its first alcohol-free, Carlsberg-branded lager.

Available in 250ml bottles, Carlsberg 0.0% follows the launch of alcohol-free San Miguel earlier this year.

The launch is backed by the ‘If Carlsberg did…’ campaign, which will drive up interest and brand awareness.

RRP £2.50, 4x275ml

MINT PROVES A WINNER Wrigley’s has brought back Extra Ice Spearmint flavour in response to the rise in popularity of spearmint. The relaunch is the latest in a series of developments from Extra this year, which saw a £15m marketing investment and 40 weeks of TV advertising.

RRP 49p, 10 pellet pack

MIXING IT UP tic tac is revitalising its flavours with the launch of tic tac Mixers. The range comes in two flavours – Cherry Cola and Peach Lemonade – which are available in two formats: 18g and 48g packs. The launch is supported by a £1.3m campaign and in-store POS, such as countertop units and free-standing display units.

RRP not available

14 Retailer Matters

RM31_p12-15_New products_v4.indd 4

GOING NUTS The Snickers & Hazelnut bar has been confirmed as a permanent addition to the brand. With distinctive green packaging, the famous combination of peanuts, caramel and nougat gets a new twist with the addition of crunchy hazelnuts.

Mars Chocolate UK stated: “For maximum impact, ensure that the new bar is stocked next to Snickers standard and in addition to existing facings. Multifacing bestselling lines, such as Snickers, drives an additional 23% sales as they create standout and impact, allowing consumers to find the product more easily.”

RRP 69p, 49g

ISSUE 31 2015

25/08/2015 12:27

BEST IN CLASS As Boost hits student unions across the UK, retailers should expect demand to increase. Boost will be targeting 300,000 students nationwide in its biggest-ever sampling campaign in September. Not only is it likely to drive up demand, but retailers also have the chance to ‘grab a grand’ by stocking the Boost range, which includes Sugar Free Pink Lemonade and Winter Spice, and merchandising their chiller with branded POS.

GET BUTTER SALES Müller Wiseman Dairies has launched a 250g butter block, exclusively for the convenience sector.

RRP £1.49, 250g

RETURN OF OLD FAVOURITES Walkers is giving customers the choice of which old flavour they’d like to bring back as part of its Back for Good campaign. Packs of Barbecue, Lamb & Mint, Toasted Cheese, Beef & Onion and Cheese & Chive can be voted for on the Walkers’ website and social media channels. The closing date is 11 November.

Alongside the campaign, Walkers bestselling Marmite flavour has been brought back for good. Single packs RRP 57p; grab bags RRP 89p; 6 and 24-packs RRP £1.50 and £4 respectively

RM31_p12-15_New products_v4.indd 5

25/08/2015 12:27

RM31_p16-19_Big interview_v1.indd 2

25/08/2015 12:31

the big interview

RETAIL

in detail

It was only after two years behind the counter that Gurj Singh realised he still had a lot to learn, with a helping hand from Lifestyle Express Can you describe your store for us?

It’s a small but busy store on the high street of Dawley, a village on the edge of Telford in Shropshire. We’ve got three clearly defined areas for household goods, alcohol and groceries that are off a centre aisle.

There’s a free car park right outside the door, a school around the corner and we’re the ‘last stop’ on a one-way high street, so well placed to offer better value and convenience than the three other symbol stores on the road.

Q

How long have you had the store?

I’ve been here for three years. I was

only meant to be looking after the shop for one of my family when they went on holiday, but after running a sandwich franchise, I soon realised that running your own business is more rewarding than working for someone else.

I’d grown up watching my mum and dad run a successful newsagents, so I knew the recipe for retail success… or at least I thought I did.

I spent the first two years sourcing my own stock and tidying the place up, as it was a bit of a mess. I had to do things bit by bit, but it was a battle because, until I joined Lifestyle Express, I didn’t know where to start.

TOP It sounds obvious, but you never want to have TIP only one or two of your bestselling items on the shelf. If you keep them well-stocked you will sell more.

Q

Did you always want to be a retailer?

Q

What has been your greatest challenge since taking over?

I’d watched my parents, so knew that you got out what you put in. I knew how to order stock and to put customers first, and when I drifted into the fast food business, I realised that convenience was the area I wanted to be in.

At first it was a financial one, turning the store round and making it a nice place to come. Then it was making sure we offered the best value in the street and expanding the range – since joining Lifestyle, our selection has trebled and the variety is much greater, from value to good quality, with healthy margins at both ends of the scale.

I also set out to make sure there was no waste, so I listen to what my regulars ISSUE 31 2015

RM31_p16-19_Big interview_v1.indd 3

t

Q

Retailer Matters 17

25/08/2015 12:33

the big interview

THE FINER DETAILS…

“Stock sensibly or you’ll end up with a full stock room… plan ahead and make the most of the Lifestyle seasonal promotions” want and, as long as a few of them ask for the same thing, I get it in. I’ll never stock things that don’t move fast.

Q

What has the highlight been so far?

The store is now clean and tidy, with the new layout, chillers, freezers, flooring and lighting reaping rewards. I’ve also introduced a few little tweaks like a ‘fill your own’ litre container of a local Bridgnorth cider, which goes down really well.

Q

How has joining Lifestyle Express benefited you and your store?

I approached a few businesses, but most didn’t want to know unless I ordered in really large quantities, but we’re a small

shop so that was no help to me.

As soon as I met the Retail Development Manager at Lifestyle Express, I could tell he had my interests at heart. He made me realise I didn’t know it all and helped me transform my store to the extent that sales went up by 30%. It means I can still be an independent store, but with the buying power of a business with great expertise behind me.

Q

AT WORK… n What is your bestselling product? LSV. On a good day I’ll sell two crates. n Your bestselling Lifestyle own brand product? £1 cheese. People keep coming back for more. n Best thing about your job?

I love talking to customers and feel very proud that I am now part of the community and their routine.

Any tips for other retailers?

Stock sensibly or you’ll end up with a full stock room, make sure you have good banter with your customers, plan ahead and make the most of the Lifestyle seasonal promotions – and shout about them.

AT HOME…

The store’s three clearly defined areas make browsing the aisles and shopping easier for customers

18 Retailer Matters

RM31_p16-19_Big interview_v1.indd 4

n What do you do in your spare time? I’ve just got married, so I try to spend some time with my wife. n Favourite holiday destination?

It’s got to be Canada. The people are so friendly and the scenery is spectacular, with lots of space. n Favourite meal? Chicken curry every time. It’s the ultimate feel-good meal and is so simple to make well.

ISSUE 31 2015

25/08/2015 12:33

RM31_p16-19_Big interview_v1.indd 5

25/08/2015 12:34

RM31_p20-23_Baking_v2.indd 2

25/08/2015 13:27

Baking feature

Selling like

HOT CAKES With hit show The Great British Bake Off back on screen, now’s the perfect time to stir in some extras and watch your home baking sales rise

DID YOU KNOW? Sales for home baking peak around the finale of The Great British Bake Off Source: IRI

home baking section for your customers. And, thanks to the Lifestyle range of own-brand groceries, you can offer your customers the perfect mix of quality products and excellent value.

Not everyone has Mary Berry’s budget and a fantastic own-brand range can really come into its own in a category like this. Make sure you stock up on some of the essential baking products such as Lifestyle plain and self raising flour (500g and 1.5kg), Lifestyle Value granulated sugar (500g), and Lifestyle baking powder (100g) and

bicarbonate of soda (100g). All these should fly off your shelves.

PAPER PRODUCTS Other kitchen essentials, such as kitchen foil and cling film are already own-brand bestsellers, but the new addition of Lifestyle Baking Paper & Greaseproof is likely to be incredibly popular. The non-stick combined baking paper and greaseproof is suitable for use in the oven, microwave and freezer, so is ideal for all types of baking. It can also be used for separating portions when freezing to avoid sticking, so looks set to become a store cupboard staple item.

t

A

s TV’s The Great British Bake Off popularity reaches fever pitch once more, it’s not hard to see why home baking is flavour of the month with customers.

Sales of baking items have always risen in the run-up to Christmas and Pancake Day, but thanks to the unrivalled success of the small-screen’s baking competition, autumn is prime time for home baking sales.

While some shoppers head to the bigger supermarkets or discounters to buy their home baking items, now is the ideal time to get in on the act and offer a

NEW ISSUE 31 2015

RM31_p20-23_Baking_v2.indd 3

Retailer Matters 21

25/08/2015 13:28

feature

HERE ARE OUR TOP TIPS FOR MAXIMISING THOSE BAKING SALES OPPORTUNITIES: FOLLOW THE SHOW It pays to watch the show. See what the competitors have produced that week and be led by the ingredients used, as this could be what your customers are looking to recreate.

THINK ABOUT CREATING AN APPEALING DISPLAY Grab customers’ attention when they come into the store with an eye-catching display of products, including brightly coloured baking cases and decorations. Appeal to your younger customers too.

Think princess and pirate cakes, themed packs, such as Frozen or Minions, and chocolate buttons or Smarties for cake toppings.

WHAT ABOUT PROMOTIONS AROUND MULTIBUYS? You know customers like a great deal, so look to theme a promotion around baking. Offer the basics, such as flour, sugar, eggs and milk, around a multibuy deal or with money off.

DRIED FRUIT CAN BE FRUITFUL FOR SALES Perfect for baking, but also ideal for snacking, dried fruit is really seeing a surge in sales, with the category showing a rise of £15m this year alone. Raisins, sultanas and cherries have been joined by more exotic counterparts, such as mango and cranberries. Think about your pack formats too.

While bigger bags are terrific for bakers, single-serve packs are perfect for snacking on the go.

22 Retailer Matters

RM31_p20-23_Baking_v2.indd 4

And, if you’re looking to make a display around your home baking products, don’t forget your Lifestyle butter, Lifestyle Value milk and white chocolate and the range of Lifestyle herbs and spices.

THE NEW HOME ENTERTAINMENT Research by IRI, the shopping-insight consultancy, shows that baking sales surge during every season of the hit TV show, and, as The Great British Bake Off grows in popularity, so too does home baking with sales rising year-on-year.

But, of course, baking hasn’t just seen a boom period because of a TV show.

Home baking has grown in popularity as a hobby throughout the recession as families have looked for relatively low-cost entertainment.

Since 2007, home baking sales have risen by 62%, and prices have risen during the same period, driven mainly by the rising

Home baking sales spike in December, proving that Christmas is the most popular time for home baking Source: IRI price of wheat and dried fruits. Despite this price rise, volume of sales has continued to increase by 12% since 2007.

TO RAISE BAKING SALES, WHAT DO RETAILERS NEED TO KNOW? Now the discounters have recognised that home baking is a category not to be ignored, local retailers need to do the same. Think about the staple products you must stock to ensure you have everything your customers need. Do you have the essentials – eggs, flour, sugar, dried fruit, icing sugar, cake decorations and baking cases? Do you have cocoa, flavourings and colourings?

It’s not just during The Great British Bake Off season that sales soar.

Christmas, Pancake Day and Easter are also prime times for bakers to get creative. Seize seasonal opportunities by going all-out with themes, such as pumpkins, bats and ghost cake decorations for Halloween, mini eggs and chicks for Easter, and ingredients, ready-mixed batters and fillings for Pancake Day. For Christmas, make sure you have the festive essentials for those who might want to make mince pies, yule logs and, of course, Christmas cake.

ISSUE 31 2015

25/08/2015 13:31

RM31_p20-23_Baking_v2.indd 5

25/08/2015 13:31

RM31_p24-27_Christmas_v1.indd 2

25/08/2015 13:50

Christmas feature

LITTLE STARS Start planning now to make your customers’ Christmas wishes come true this year

N

o, we’re not trying to wish away the days, but we must remind you that Christmas is only weeks away. Given that customers will be visiting stores more than at any other time of the year, and the amount of purchases they make will also increase, now’s the time to plan your festive season to make sure your Christmas is as merry as possible.

Take a look at our customer Christmas wish list and see how much like Santa you can be this season.

Dear Santa, like: This year, I wouldof pr oducts - A wide range and pr omotions - Great prices ials I’ve forgotten - All t he essents (unlike t he multiples) - No big queue service - Friend ly local e of emergency gifts and cards - A great rang can get st ocking f il lers - Somewhere I for t he kids hristmas Day? - To be open on C Y ours sincerely, A cust omer

A WIDE RANGE OF PRODUCTS AND ESSENTIALS Customers are stressed enough at this busy time of year, so make their lives easier and help them find all their essentials in one place – at your store.

Consider what your must-stock Christmas products will be, but make sure you balance them with the essentials, such as bread and milk.

Shout about your great prices and promotions. Use shelf labels and posters to showcase great deals.

Advertise both inside and outside your store and you could even consider getting flyers printed and delivered

t

GREAT PRICES AND PROMOTIONS

ISSUE 31 2015

RM31_p24-27_Christmas_v1.indd 3

Retailer Matters 25

25/08/2015 13:51

feature Christmas

“If you are opening on Christmas Day, make sure you shout about it. Display your opening hours clearly and consider advertising in your local area so that your customers know” store to get everyone into the Christmas spirit or consider taking on extra part-time staff to help with busy periods and make sure your customers are served and out of the door in no time at all.

FRIENDLY LOCAL SERVICE

to potential customers in your local area.

Another area where you can really beat the multiples is on friendly local service.

Nothing can beat a smiling, familiar face for customers. Why not send personalised Christmas cards to your regular customers to help build relationships? You could also include your festive opening hours.

If you’ve ever considered running a local delivery service, then Christmas is the perfect time to trial it. Offering to deliver customers’ groceries direct to their door for a small fee, or even free over a certain spend, will mark you out from the competition and be a welcome help at this busy time of year.

EMERGENCY GIFTS AND CARDS Even if you plan months in advance, there’s always someone whose present gets missed off the list. Help your customers out and make sure you provide a good range of gifting options such as confectionery and flowers or plants. Wrapping paper and sticky tape are also good items to keep in stock.

Don’t forget to stock up on a range of Christmas cards. You could look into teaming up with a local charity, with a percentage of the profits from the sale of cards going to them.

STOCKING FILLERS FOR THE KIDS From chocolate Santas to colouring crayons, a range of great-value stocking fillers will go down well with busy parents looking to source a few extra bits for the big day.

Advent calendars are also hugely popular with children (especially the chocolate ones).

ALL THE ESSENTIALS

OPENING ON CHRISTMAS DAY?

There’s nothing worse than realising you’ve forgotten the tin foil or cranberry sauce last thing on Christmas Eve, so make sure you can cater for customers having a last-minute emergency. In the rush of getting ready for the big day, many people might have overlooked their everyday essentials, so keep plenty of stock. Bear in mind that many people will be having guests to stay, so they might be buying in larger quantities than usual.

OK, even busy retailers deserve a rest now and then, so if you decide to take the day off, we won’t blame you! But if you are opening on Christmas Day, make sure you shout about it. Display your Christmas opening hours clearly and consider advertising in your area so that your locals know.

Many multiples will close early on Christmas Eve, so staying open for emergency present buying and stocking up on essentials could buy you some loyalty from grateful customers.

NO BIG QUEUES While your store might be busier than normal, it’s unlikely to have the terrible queues that plague the multiples. Capitalise on this and make the shopping experience as calm and pleasant for your customers as you can. You could decorate your

26 Retailer Matters

RM31_p24-27_Christmas_v1.indd 4

“Help customers out and make sure you provide a good range of gifting options”

ISSUE 31 2015

25/08/2015 13:52

THE ESSENTIALS Here’s a handy checklist of the most popular Christmas items n Batteries n Sticky tape n Wrapping paper n Tin foil n Butter n Milk n Cream n Tea bags Let us know. Get in touch with us n Instant coffee n Napkins retailermatters@ n Toilet roll summersault.co.uk n Cranberry sauce n Gravy granules n Soft drinks, including mixers n Chilled beers, wines and ciders n Pet food n Matches n Stuffing mix n Washing-up liquid n Sharing bags of sweet and savoury snacks n Medical supplies, such as plasters, painkillers and indigestion remedies

HOW DO YOU MAKE THE MOST OF CHRISTMAS?

RM31_p24-27_Christmas_v1.indd 5

25/08/2015 13:52

RM31_p28-35_Convenience_v1.indd 2

25/08/2015 14:04

Convenience feature

THE FACTS AND FIGURES OF

convenience

There’s never been a better time to be in convenience retailing, but there are still plenty of opportunities to really boost your business. Here, him! research & consulting’s Managing Director, Jill Livesey, explains why GOOD NEWS

UNDERSTANDING SHOPPERS Every year, him! talks to more than 100,000 shoppers across the UK. As a result, him! has a great understanding of what the average convenience shopper looks like, what they want, what they like and don’t like, and best of all, how retailers can meet or exceed their needs and boost business. Here are Managing Director Jill Livesey’s (above) facts and figures about convenience retailing in 2015.

EVERY RETAILER IS CHASING THE SMALL BASKET TOP-UP SHOPPER. IN 2015, SHOPPERS ARE DOING THEIR TOP-UP SHOPPING HERE: n SUPERMARKETS 96% n CONVENIENCE STORES 70% n DISCOUNTERS 43% n VARIETY DISCOUNTERS 42% n ONLINE 42% n FORECOURTS 39%

ISSUE 31 2015

RM31_p28-35_Convenience_v1.indd 3

t

E

very independent retailer knows that competition in the convenience sector is fierce. Chances are that within walking distance of your store there will be other stores offering similar services and products. Maybe a supermarket, or a mini multiple, or other symbol groups or independent stores, all trying to win your customers’ business.

It’s never been more important for convenience stores to satisfy the needs of their shoppers. But, to do this, it’s essential that retailers understand what shoppers are looking for and how they use your store. Ask yourselves, what could you do better? Where could you improve?

We know that demand for the local store remains high, as convenience customers shop little and often.

There are increasing numbers of single households where customers are buying for one and don’t feel the need to go to a large supermarket to do a traditional big shop, preferring to shop more frequently.

We also know that customers are working longer hours, so are more likely to shop and go at the beginning and end of their working day. And, as with an ageing population, there is more demand for the convenience store, right on customers’ doorsteps.

Retailer Matters 29

25/08/2015 14:06

feature Convenience

SO WHAT INFLUENCES SHOPPERS TO USE A CONVENIENCE STORE?

1

2

3

Location

5

Long opening hours

Friendly and helpful staff

6

Trust them to have products in stock

4

7

Cheap prices

Like to support their local store These results show that people value the closeness of the stores, their opening hours and, essentially, smiling and welcoming staff.

Promotions

Shoppers choose the discounters for the following reasons: 1 Location 2 Value for money 3 Cheap prices 4 Quality of products

72% of UK shoppers visit a convenience store in a typical week The way we shop has changed beyond recognition

2015 HAS BEEN A YEAR OF RECORD HIGHS FOR CONVENIENCE

1 in 3 no longer does a main weekly shop

Basket spend has increased to ÂŁ6.39 t

1 in 3 visits more than five retailers each month UK shoppers are visiting convenience stores 3.8 times a week

They’re picking up three items or more

30 Retailer Matters

RM31_p28-35_Convenience_v1.indd 4

ISSUE 31 2015

25/08/2015 14:06

RM31_p28-35_Convenience_v1.indd 5

25/08/2015 14:07

RM31_p28-35_Convenience_v1.indd 6

25/08/2015 14:07

Convenience feature

CTN (convenience, tobacco and newsagent) is the main reason some shoppers visit convenience stores 1/3 of retired greys say CTN is their main reason to visit

Newsagent remains one of the most important categories for the convenience channel.

The percentage of shoppers who had visited a store for a newsagent mission were in:

1 in 3 Lifestyle Express shoppers visit every day for CTN

35% convenience store

22%

And there are changes to what customers want. Compared to last year, here are the main reasons for UK shoppers visiting a convenience store.

Food-to-go -60m trips

supermarkets

9%

food discounters

Treat +129m trips Meal for tonight +129m trips n Newsagent and beers, wines and spirits remain critical drivers for Lifestyle Express.

Top-up shopping +640m trips

symbol average.

n Shoppers who use Lifestyle Express to buy their newspapers is 23%, compared to 21% symbol average. n Shoppers who use Lifestyle Express to buy beers, wines and spirits is 15%, compared to 10% symbol average.

ISSUE 31 2015

RM31_p28-35_Convenience_v1.indd 7

t

Newsagent +180m trips

n Shoppers who use Lifestyle Express to buy cigarettes is 29%, compared to 19%

Retailer Matters 33

25/08/2015 14:08

feature Convenience

HOWEVER, IT’S NOT ALL GOOD NEWS If every person currently shopping in convenience bought just one more item it would equate to a massive £59.5 million for the sector.

So what can you do to inspire that extra purchase? Some of the single items have been identified as hot drinks, cigarettes, newspapers, Lottery tickets and beers, wines and spirits. So think about what they could be linked with to encourage that extra sale. A morning pastry to go with the hot drink or newspaper, some snacks to go with the beers or wines, or maybe an impulse chocolate bar at the till.

If you can, regularly move things around in your store to keep things fresh and interesting. Have attention-grabbing promotional ends or eye-catching displays that will interrupt grab-and-go shoppers. When you serve customers, talk to them about your best deals or promotions, and ensure you regularly refresh POS at the till points.

THE AMOUNT OF SHOPPERS BUYING JUST ONE ITEM ISN’T INCREASING SIGNIFICANTLY.

Always bear in mind that 18% of purchases are made on impulse. The most popular impulse buys are confectionery, crisps, snacks and soft drinks

n IN 2013, 30% OF SHOPPERS BOUGHT JUST ONE ITEM n IN 2014, 29% OF SHOPPERS BOUGHT JUST ONE ITEM n IN 2015, 31% OF SHOPPERS BOUGHT JUST ONE ITEM

Another way to grab that extra sale is to communicate with shoppers before they come into your store.

REMEMBER TO INTERRUPT AND INSPIRE SHOPPERS

74% OF SHOPPERS SAID A LEAFLET INFLUENCED THEIR PURCHASES

82% OF SHOPPERS SAY YES, LEAFLETS WORK

SO, WHAT DO SHOPPERS WANT IN 2015? THEY WANT TOTAL SOLUTIONS

95%

of shoppers looking for a meal for tonight don’t buy a dessert 34 Retailer Matters

RM31_p28-35_Convenience_v1.indd 8

85%

of shoppers don’t buy a hot drink when they buy breakfast

58%

of shoppers don’t buy a soft drink when they buy lunch to go

ISSUE 31 2015

25/08/2015 14:08

RM31_p28-35_Convenience_v1.indd 9

25/08/2015 14:09

RM31_p36-43_Category advice_v3.indd 2

25/08/2015 14:17

Snacking feature

The big night in can mean big business for retailers and it’s a year-round occasion. Make sure you’re taking advantage of the trend

BIG BUSINESS This autumn signals new series of major TV shows such as X Factor and I’m a Celebrity, as well as plenty of Premiership matches to keep sports fans entertained.

For retailers, big night in means big business. Whether it’s a group of friends getting together to play video games or a big family movie night, the right combination of snacks, drinks and entertainment can rival a big night out.

Here’s how to make sure that your store is every customer’s first port of call for their big night in.

HOW TO PLAN YOUR SNACKING STOCK n Confectionery is the most impulsive category in your store, so it’s worth spending time planning what and where you should stock. Make sure you offer a range that covers self-eat, sharing and gifting options. n Stock a good selection of bestselling sweet, savoury and healthier biscuits and ensure popular brands are represented to appeal to the largest range of customers.

of crisps and don’t forget more unusual snacking items such as savoury and sweet popcorn – perfect for an evening in front of a good movie. n Create cross-category displays that bring together all of the essential elements of the big night in – alcohol, soft drinks, snacks, confectionery and DVDs, if you sell them.

n Put dips together with big sharing bags

t

T

he UK might be out of recession now, but cost-conscious customers are still favouring the big night in.

New technologies and sophisticated in-home entertainment options mean that staying in is more attractive than ever before. While families can enjoy time at home all year round, as the temperature drops, darker autumn nights will prompt customers to head for the comfort of their sofas more often.

ISSUE 31 2015

RM31_p36-43_Category advice_v3.indd 3

Retailer Matters 37

25/08/2015 15:53

feature Snacking

Confectionery, biscuits and crisps are the essential categories for snacks, together with wines, beers, ciders and soft drinks. Stock up on the bestsellers in each category, as customers will look for top brands they know and trust.

2

TREAT TIME

Even if they’re staying in to save their pennies, customers will still be looking to treat themselves.

Alongside the bestselling brands, consider stocking products with a point of difference, such as unusual flavours, which mark themselves out as a special treat.

3

ATTRACT ATTENTION

Create an eye-catching display in a prominent part of your store that links big night in essentials together. Add signs around your ambient display that point to products in your chillers or freezers and vice versa. Use manufacturer POS to capitalize on brand investment and help customers make the link between what they’ve seen in advertising and the offering you have in your store.

38 Retailer Matters

RM31_p36-43_Category advice_v3.indd 4

4

GREAT-VALUE DEALS

Consider putting together your own multi-buy deals, such as a bottle of wine or soft drink, or multipack of beer with a sharing bag of crisps and a dip. Or try three for two deals on confectionery.

5

MAKE A MEAL OF IT

Big nights in are not just about

crisps and snacks, don’t forget to stock up on easy-to-cook and share meals too, such as fresh and frozen pizzas, ready meals, tortillas, fajitas and desserts such as tubs of ice cream.

6

SPECIAL DELIVERY You could even consider taking on the local takeaway and offer a delivery service for purchases over a certain amount. Deliver everything your customer needs for an amazing night in, direct to their door.

INDUSTRY INSIGHT Snacking means big business for retailers.

Once upon a time, snacking conjured up

t

1

STOCK ESSENTIAL FAMILY FAVOURITES

ISSUE 31 2015

25/08/2015 15:52

RM31_p36-43_Category advice_v3.indd 5

25/08/2015 15:51

feature Snacking

So when you’re choosing the right bagged snacks to stock, think carefully about your customers. Do they respond well to price-marked packs? What’s on promotion? Are your customers traditional, preferring well-known names and tried-and-tested flavours, such as ready salted and salt and vinegar? Are they more adventurous, preferring spicy or more exotic flavours? Are they receptive to new product development?

Respond to your customers’ preferences and ask for their feedback too. If you’re considering trialling some new products, why not let customers sample them? Ask them for their thoughts – they’re the best to advise you on whether it’s something they’d want to buy more often.

When in doubt, stick with your fastest-selling lines, most popular products and the well-known names, and introduce new products on promotion to grab customers’ attention.

Keep a close eye on the figures to assess whether a new product should be introduced as a long-standing fixture.

When in doubt, always refer to the Lifestyle Express Planogram (see page 42), which gives you an excellent starting point and always means you’re stocking your core range of bestselling products.

Healthier snacks are growing in their appeal

GET IT RIGHT With a reported 600-plus products within the bagged snacks market, customers really are spoilt for choice, so it’s essential that retailers choose carefully to maximise on sales opportunities. With Nielsen data valuing the bagged snacks market at more than £518m in the impulse channel, it’s a category that’s worth getting right, especially as more than one third of shoppers regularly buy crisps on impulse.

40 Retailer Matters

RM31_p36-43_Category advice_v3.indd 6

Sharing bags are more popular for nights in front of the TV with friends and family

If you know you’re stocking the right products, the next step is to ensure you’re showing them off to their full advantage. Think about where your snacks are positioned, and make sure you have the full range fully stocked – remember, snacking is largely impulse driven, so make sure customers can see them easily.

Don’t overstock your fixture.

Customers can easily get overwhelmed by too much choice, so make it easy for them to navigate. Put similar products next to one another, such as healthier choices, price-marked packs and traditional flavours.

Make sure any promotion is clear to see, so customers can easily recognise value. If the promotion is cross-category, make sure products are sited everywhere the promotion is relevant, such as with soft drinks, beers, wines and ciders or confectionery.

Always encourage trading-up opportunities by offering value and

t

images of crisps, nuts and other bagged savoury products but now the category includes chilled products, biscuits, cakes, confectionery, pot snacks, and hot and cold food-to-go.

With snacking estimated to make up more than half of all eating occasions, convenience retailers are best placed to take advantage of this by having the right products, at the right price, for their customers to grab on impulse.

SHOW THEM OFF

ISSUE 31 2015

25/08/2015 15:51

RM31_p36-43_Category advice_v3.indd 7

25/08/2015 15:50

feature Snacking

USE LIFESTYLE PLANOGRAMS The perfect starting point for retailers wanting to stock the bestsellers and fastest lines are the Lifestyle Planograms. Utilising the best industry insight, planograms ensure you have what you need.

Industry research shows that demand is growing for premium bagged snacks premium products, so there is something for everyone at every price point. And, where possible, offer as many price marked packs as possible.

Price-marked packs are leading the way in impulse sales, with customers relying on them to guarantee great value.

DON’T FORGET THE ALTERNATIVES It’s all too easy to focus on crisps and nuts as the ultimate sharing snack, but the category covers so much more.

A huge area of growth is instant hot snacks, such as rice pots, instant soups and noodle pots, for example, Pot Noodle. These offer a quick, easy, value hot meal offering, and are chosen for their convenience, particularly at lunchtime when they are teamed with a

soft drink. Spicy and hot flavours are leading the sales as customers become more adventurous. Like crisps, it pays to stock new, exciting flavours, but always remember to reserve space for the traditional flavours that customers return to again and again.

Another option is chilled snacks, such as meat and cheese snacks.

Options including Mattessons, Ginsters, Cheesestrings and LowLow are all easy snacking options for those looking for something a little different.

And, of course, don’t forget the children. Manufacturers have long recognised the value in little snackers, so ensure you always have options for your younger customers, such as Pom Bears, Quavers and Dairylea Dunkers, well-stocked.

Regardless of what space you have in store, the Lifestyle Planograms make sure you maximise on the space available. You can see, at a glance, how much shelf space you should be allocating to which products.

PLAN AHEAD FOR THE BIG MATCH Look out for a special Landmark snack promotion in depots – from 14 September to 3 October – that will help you make the most of this year’s rugby.

42 Retailer Matters

RM31_p36-43_Category advice_v3.indd 8

ISSUE 31 2015

25/08/2015 15:50

RM31_p36-43_Category advice_v3.indd 9

25/08/2015 14:23

store profile Fairfield General Stores

Customers Myjinder’s empty shelves proved a winner with the community

RULE W

t

hen Myjinder Braich took over the village store, he baffled customers by leaving a quarter of the shelves completely free of products.

And that was how they stayed for a couple of weeks as regular visitors repeatedly asked when they would be filled.

Each time, the father-of-three’s answer was the same: “They are for you to fill.

This is your store, so you tell me what you want and I’ll stock it”.

Several months and a major overhaul of the convenience store later, the shelves

RM31_p44-51_Store profile_v1.indd 2

Myjinder’s customers say he’s made a huge difference to the community

25/08/2015 14:28

STORE CV NAME: Fairfield General Stores STORE’S TIME WITH LIFESTYLE EXPRESS: Since opening in May 2015 STAFF: Just me and my family FEATURES: PayPoint, ATM, parcel collection service BESTSELLERS: Milk, bread and cakes NEAREST COMPETITION: Several convenience stores all within three miles TRADING TIMES: 7am-7pm, seven days a week

ISSUE 31 2015

RM31_p44-51_Store profile_v1.indd 3

Retailer Matters 45

25/08/2015 14:28

RM31_p44-51_Store profile_v1.indd 4

25/08/2015 14:30

Fairfield General Stores store profile

The store is now fresh and inviting, and dedicated to convenience shopping; below: Myjinder with son Harpreet

“The serious message is that you are only as good as your brand. My brand is based around being part of the community and offering quick, quality service”

QUALITY AND COMPETITIVE “With all the changes, it looked very high quality and you could see the villagers were thinking that there would be prices to match, so they were amazed when they saw how competitive we are,” Myjinder said.

“Because we take advantage of the

Lifestyle Express promotions, we can offer even our most wealthy customers great value so they don’t drive by. After all, we all love saving money.”

A STRONG BRAND IS IMPORTANT Myjinder says his experience as a former Pizza Hut franchisee has showed him the importance of building a strong brand, and looks back proudly on one moment a few weeks after opening that showed him he was on the right track.

“I was putting stock out when one of the ladies in the village walked up to me and asked to give me a hug and kiss, and started telling everyone what a difference I’d made to the community,” he said.

“It’s a good job my wife wasn’t watching! But the serious message is that you are only as good as your brand. My brand is based around being part of the community, offering quick, quality service and great value for money.”

t

are full with four times as many products as his predecessor held.

His shop, Fairfield General Stores, in the affluent Worcestershire village of Fairfield, is thriving proof that if you give customers what they want, they will come and spend.

Drawing on the experience of Lifestyle Express Advisors, he fitted new fridges and installed new lighting, turning the shop into a dedicated convenience store by bringing an end to its previous life as a shop, Post Office and butcher.

ISSUE 31 2015

RM31_p44-51_Store profile_v1.indd 5

Retailer Matters 47

25/08/2015 14:31

store profile Fairfield General Stores

Myjinder likes to feel part of village life and lists value for money as vital to keeping his regular customers happy

“The Lifestyle team all share my passion and give me a good steer on products, point of sale and how to make the most of promotions” Ease of buying, flexibility and constantly changing promotions, with back-up material, gave the family man the confidence to go it alone after saying ‘arrivederci’ to the pizza business.

FREEDOM AND EXPERTISE

Apart from allowing customers to decide what he sells, Myjinder has also donated food to the local school’s fundraising event and is already pledging to support the Christmas Fayre and run a Community Day of his own.

FAMILY VALUES He’s helped in the shop by 24-year-old son Harpreet, so knows only too well the importance of family values: “It’s a tight-knit village and everyone is close, just like my family. I think people like the fact that we are like them.”

The feel of the store is fresh, inviting and clean, with bright neutral colours,

48 Retailer Matters

RM31_p44-51_Store profile_v1.indd 6

thanks to the advice of his Lifestyle Express Retail Development Manager, Matthew Wakelam.

“The Lifestyle team all share my passion and give me a good steer on products, point of sale, access to merchandising and how to make the most of promotions. They gave the store a very professional, expensive look, alongside a great-value proposition,” he said.

“We have a very strong mix of Lifestyle Express products and regular lines and have recently sourced a locally baked bloomer bread, which is flying out of the door.”

Myjinder, whose bestseller is LSV energy drink, lists his main hobby as community work, insisting: “It really helps me unwind and is so rewarding.

My shop is just a continuation of that.

“I set myself high targets and Lifestyle Express gives me the freedom of knowing I have a lot of expertise right there behind me if and when I need it.”

He is setting his sights on gradual, sensible expansion, with plans for another store inside six months. But he wants to cement his value proposition first: “Value for money is vital to bring my regulars through the door. Once they’re in, it’s crucial that you listen to what they want because they always know best.”

ISSUE 31 2015

25/08/2015 14:32

RM31_p44-51_Store profile_v1.indd 7

25/08/2015 14:32

store profile Fairfield General Stores

MYJINDER’S

TOP TIPS

VALUE Without the value that Lifestyle promotions bring, I wouldn’t have the edge. Keep a close eye on them and make sure your customers do too.

QUALITY COUNTS Good value doesn’t mean poor quality and my customers are starting to see that for themselves.

Make sure you promote quality

SERVICE MATTERS It’s important to be fast and first with what customers want. Never forget that your customers have a choice – help them make it in your favour.

BEST LIFESTYLE SELLERS n LSV Energy Drink n Lemonade n Kitchen towels n Water n Baby wipes

50 Retailer Matters

RM31_p44-51_Store profile_v1.indd 8

ISSUE 31 2015

25/08/2015 14:33

RM31_p44-51_Store profile_v1.indd 9

25/08/2015 14:34

RM31_p52-53_One thing_v1.indd 2

25/08/2015 14:39

Chillers feature

If you only do

comfortable temperature, as a warmer climate evokes warmer and more positive emotions.

As part of three consumer experiments, 100 shoppers were split into three groups and separated into stores with different temperatures. In the store of the warmest temperature, customers were willing to pay more for nine out of eleven products, compared to fellow participants in colder stores.

GET CHILLER DOORS FITTED

CUTTING COSTS

Keep your energy bills under control by getting doors fitted to your chillers. You’ll reduce your outgoings and be doing your bit for the environment too

A

s a Lifestyle Express retailer, you are already steps ahead of competitors by offering a wide range of products. Many customers head straight to your chillers for fresh and prepared food to eat any time of the day, from sandwiches to ready meals.

Now is the time to shift your focus from the products on your chiller shelves to the chillers themselves. With a reported 60% of the average store’s power use going to refrigeration, installing chiller doors is an investment that more and more retailers are prepared to make.

No matter what your store size or offering is, with the development of eco-technologies on the rise, there

is plenty of choice of chiller doors for different retailers.

SUITED TO YOU From the traditional hinged door to a more streamlined sliding one, access to products doesn’t have to be inhibited by your space limitations.

Sliding doors are ideal for stores with narrower aisles as they ensure a free walkway, and hinged doors allow customers to scan larger shelves easily.

Another benefit of investing in chiller doors is you can ensure the rest of your store remains at an ambient temperature, comfortable for your customers.

According to The Consumer Factor market research company, shoppers tend to spend more when they are at a

As well as prolonging product life and allowing better temperature control in stores, The Carbon Trust has reported that retailers who have the doors fitted have reported an average reduction of their energy bills by 30%, thanks to preventing the escape of refrigerated air.

Far from chiller doors deterring shoppers from buying, studies show that consumers are keen to shop more ethically and take environmental impact of their habits more seriously than before.

Nielsen market research revealed that a quarter of UK consumers were willing to take the green option, even if the products cost them more. This is a dramatic increase of 17% from 2011, when only 8% of consumers were concerned about the environmental impact of how they bought their shopping.

With a wide price range of chiller doors available, a short-term investment is proved to make you long-term savings, as well as pleasing the ethically conscious customer. Have a chat with your Retail Development Manager to see what options are best suited to you and your store.

TOP Having chiller doors fitted TIP could save you an average of 30% off your energy bills ISSUE 31 2015

RM31_p52-53_One thing_v1.indd 3

Retailer Matters 53

25/08/2015 14:41

Introducing price marked packs from the

No.1

pet food brands*

NEW

FELasIitXLooks ®

A s G oo

d

MP £3.99leP28.9.15 Availab

Stock up today!

For a FREE category relay please call 0800 1412343 or visit purina-retailclub.co.uk ®Reg. Trademark of Société des Produits Nestlé S.A. *Felix No. 1 Cat Wet Single Serve brand, Go-Cat No. 1 Complete Dry Cat Food brand, Bakers No.1 Complete Dry Dog Food brand.

IRI SIG Pet Outlets Value Sales 52 w/e 20th June 2015. Non price marked packs also available.

RM31_p54-57_Secrets_v1.indd 2

25/08/2015 14:46

The secrets of my Retailer Matters goes behind the scenes of a busy store to find out the tools of the trade

This issue, meet Sunny Singh, who owns Lifestyle Express H&S Food Store with his family in Bloxwich

Did you always want to become a retailer?

I’d always wanted a career in electronics or engineering, but job opportunities seemed thin on the ground. Having no luck, I decided that I needed to create my own opportunity, so I seized the chance to run a small convenience offering in a care home, which was really successful, and I wanted to take it further. With the support of my family, which was invaluable, I decided to take on a store, and this one became available at just the right time. We opened in February 2013.

Q

Why and when did you join Lifestyle Express?

I initially joined Nisa’s Loco franchise. In the beginning it was fine, but they began to make changes to dictate different elements of how I ran the store, even down to the way I placed orders and when. This didn’t feel right, I knew I wanted to run my business my way, and so I decided to leave the franchise.

This experience put us off being part of a symbol group and so we ran the store independently before the team at Blakemore, our cash and carry, suggested ISSUE 31 2015

RM31_p54-57_Secrets_v1.indd 3

t

Q

Retailer Matters 55

25/08/2015 14:48

feature Your store

that Lifestyle Express would be a great fit.

We met with the Lifestyle Express team and everything they said resonated with us – no hidden fees, great promotions and the freedom to make our own decisions.

We joined Lifestyle Express in November 2014 and haven’t looked back.

Q

WHAT’S THE SECRET TO YOUR SUCCESS?

How has the past year been?

Since we opened, we’ve had a really tough time. We rely heavily on passing trade and just a few months after opening, a local bridge closed for nine months, which meant our passing trade was gone.

We had to rely on our regulars and just hope that things would improve.

Really, it’s a miracle that we’ve survived as our first Christmas was bleak. We were losing an average of £2,000 per week and it was an incredibly hard time. As a family, we dug deep and persevered, believing that things would improve. After all, if the bad days are here, the good days are just around the corner.

After a tough start, Sunny is upbeat about the future

The bridge reopened and our passing trade began to increase, but, of course, during that time, shoppers had been using other stores, so we’ve had to win them back. The combination of this and joining Lifestyle Express has meant that our sales are improving every day and we’re seeing new customers all the time. The future is looking much brighter.

Q The immaculate store is a big hit with customers

What’s been a recent success for you?

The promotions, and the accompanying leaflets, attract a lot of attention locally and the variety means there’s something for everyone. These promotions mean that we can compete locally – great prices give us the edge. We’ve also added a coffee machine, which has been a hit.

Q

What’s been the best thing about being part of the Lifestyle Express group?

I run my business

TORE YOU AND YOTULRIGSHT IN THE SPO ur store n Describe yo rds: wo e re in just th

, helpful.

Friendly, kind urself n Describe yo s: rd wo e re th in

ient, open!

Friendly, convenselling product? n What is your

best

ies.

Lifestyle grocer

56 Retailer Matters

RM31_p54-57_Secrets_v1.indd 4

Get in touch and share your story

retailermatters@ summersault.co.uk

my way and all the decisions are mine and my family’s, yet there’s incredible support if and when you need it.

Q

What has been the best decision you’ve made about the store?

Joining Lifestyle Express – their support and advice has been invaluable and if we aren’t sure about something, we can tap into their expertise to make sure we’re on the right track.

Q

Any tips for other retailers?

Get as much advice as possible and it’s essential to do your research. We didn’t do as much as we should have, and if we’d known more, we’d have made different decisions. However, you live and learn, and as long as you learn from your mistakes, you’ll still move forward.

Q

What are your plans for the future?

We’re looking to add other services, such as food-to-go, but for now we’re taking small steps, with our customers’ feedback informing us along the way.

Q

Final words?

You make mistakes, you learn from them and it makes you stronger. For now, it’s onwards and upwards!

ISSUE 31 2015

25/08/2015 14:49

RM31_p54-57_Secrets_v1.indd 5

25/08/2015 14:49

your guide to…

… having the right meal solutions SUCCESSFUL RETAILERS know that busy, time-poor customers want to walk into a store and leave with everything they need. They haven’t got time to visit several stores, so if you don’t supply everything they need in one go, they’re more likely to leave and find somewhere that does.

You might have a great range at great prices, but make sure you clearly demonstrate it.

Here’s how to put together some complete meal solutions to keep customers happy and coming back for more.

THE MOST IMPORTANT MEAL OF THE DAY Many people regularly leave the house without having breakfast in the morning, which results in a lot of hungry potential customers looking for something on their way to work. When they walk into your store, make it easy. Situate hotdrinks-to-go and a good range of pastries together. You could also add a selection of fresh fruit for those looking for a healthier option.

Pots of porridge or cereal are a great option too, as are cereal bars.

GREAT-VALUE MEAL DEALS Do you offer an inspiring lunch range that customers want to come back for every day? Take on the multiples and put together a greatvalue meal deal, with a sandwich, bag of crisps or piece of fruit and a drink for a set price. In colder weather, it’s a good idea to offer a selection of hot food too, such as pies, sausage rolls and soups.

EASY EVENINGS Research has shown that most shoppers don’t know what they will be eating for their evening meal by 3pm in the afternoon.

Take advantage and present your customers with an easy choice.

Stock up on a good range of fresh ingredients. You could even put together recipe cards for simple meals such as spaghetti bolognese, stir-fry or cottage pie.

DINNER DEALS Extend your lunch meal concept into the evening and try a ‘dinner for tonight’ deal for one or two people, with a set price for a chilled meal, dessert and bottle of wine or soft drink. Look carefully at what the multiples do and think about how you could apply the same principles in your store.

TOP Make putting meals together for any TIP time of day easy for your customers.

Create recipe cards or put selected foods together to provide meal deals.

58 Retailer Matters

RM31_p58-59_Guide to_v1.indd 2

ISSUE 31 2015

25/08/2015 14:53

® Registered Trade Mark. *Terms & Conditions apply. See pack for details **AC Nielsen MAT 23.05.15.

Can you provide your customers with everything they need for their next meal? Creating attractive, great-value meal solutions is a sure-fire way to encourage busy customers to return time and again

578

® Registered Trade Mark. *Terms & Conditions apply. See pack for details **AC Nielsen MAT 23.05.15.

A GREAT LINE UP FOR WINNING SALES

** THE UK’S NO.1

RIDGE CUT CRISP

5786 McCoy's H2 Trade advert A4.indd 1 RM31_p58-59_Guide to_v1.indd 3

MCCOY’S IS WORTH OVER

£107M

**

1 PACK EATEN

EVERY 15 ** SECONDS

STOCK UP

TODAY! 16/07/2015 12:45 25/08/2015 14:55

RM31_p60_Ad.indd 2

25/08/2015 14:56

TM Š Rugby World Cup Limited 1986 - 2015. All rights reserved.