Retail Express - 8 February 2022

F’REAL STORES FROZEN OUT

• Milkshake machines to be ripped out after supplier cracks down on low-selling stores 8-21 FEBRUARY 2022 STRICTLY FOR TRADE USERS ONLY

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PRICE RISE CONCERNS

ENERGY SUPPORT

CRISPS AND SNACKS

Inflation to add £180 to the average household’s yearly shopping bill

Post Office expands scheme to help customers struggling to pay utility bills

How retailers managed to grow crisps sales during a stock availability crisis

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Alcohol / breakfast / confectionery / evening meals / food to go / fresh and chilled / next-gen nicotine / savoury snacks / soft drinks / tobacco / healthy eating GET YOUR RANGE RIGHT AND GROW YOUR STORE’S SALES AND PROFITS Order your copy from your magazine wholesaler today or contact us on 020 3871 6490

FIGHTING RETAIL CRIME

Cost-effective ways retailers can combat rising incidents and a growing threat level

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ORT SPECIAL REPE RETAIL CRIM

FIGHT BACK AGAINST RETAIL CRIME

8-21 FEBRUARY 2022 STRICTLY FOR TRADE USERS ONLY

biggest challenge Retail crime is the rs face today. TAMARA BIRCH tackling it independent retaile about how they are talks to retailers

THE CHALLENGES RETAILERS FACE

has “We’ve found abuse in December that the subsided, however, compared an all-time nounced would impose when there RETAIL crime is at to March 2020, of 455 government high, with an average abuse tougher sentencing on offend- was a lot of fear and lack of unto policing minister Kit derstanding about Covid-19.” retail staff subject day. Last ers, with Londis announcing the across the UK every For Jeet Bansi, from of Work- Malthouse an amendment to onas year, The Protection Meon Vale in Stratford-up into effect change e, the Crime, Sentencing ers Act 2021 came verbal or the Police, Bill, making it an Avon in Warwickshir is in Scotland, making challenge for retailers any and Courts anyone pro- main police. the assault to to physical attacks against crime Scotland a offence public duty, including reporting should be retail worker in viding a “Reporting crimes retailers.

Retailers are the separate offence. reported independent in- a lot easier. be Retail Express Despite these changes, victims, and we shouldn’t 2021 act retailers say crime made to feel like we’re the in August that the sen- dependent Raaj tougher for battle. crimes. allow would is an ongoing ones committing the in of Tara’s Londis tences for offenders.

“A lot goes unreported three Chandarana, During the first com- in High Wycombe, Bucking- this industry because of the says: “Crime in our perception that nothing is months of the legislation incidents hamshire, been it,” ing into effect, 300 staff in store is the highest it’s to be done about become a going of abuse against shop for a while and has he says.

Scotland were reported. an- real issue for us. was In England, it

F’REAL STORES FROZEN OUT

• Milkshake machines to be ripped out after supplier cracks down on low-selling stores P3

PRICE RISE CONCERNS

ENERGY SUPPORT

CRISPS AND SNACKS

Inflation to add £180 to the average household’s yearly shopping bill

Post Office expands scheme to help customers struggling to pay utility bills

How retailers managed to grow crisps sales during a stock availability crisis

P2

P4

P10

met with member Hussan Lal Last September, NFRN gives retailers to discuss a law that Daniel Johnson MSP retail crime more protection from

our say

Megan Humphrey, editor

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Take control of your business UNDERSTANDABLY, price pressures are consuming minds at the moment.

It does seem like retailers can’t get a break, what with inflation causing prices to soar, the ongoing energy crisis, and looming National Insurance and minimum-wage hikes.

I understand that it can be hard to stay motivated when it feels like the odds are stacked against you, but don’t give up just yet.

There isn’t much else to do right now to offset costs other than pass them onto customers, but it might be worth sitting down and revisiting your business plan for the year, or try mixing up old habits to see if there’s any wriggle room to make some small savings.

It might feel as though you haven’t got the time, but travelling to a different cash and carry than usual if you can to com- MAKING THE pare costs might just pay off. You EFFORT NOW might even find a new supplier WILL HELP YOU you didn’t know existed, or the same product slightly cheaper – it GET AHEAD all adds up in the end. Making the effort now will help you get ahead for other costs due to hit your store later this year, too.

In addition, try speaking to other businesses in your local area to find out how they are battling price rises. In theory, yes, they are your competition, but if the past two years has taught us anything, it’s that supporting one another is essential to surviving.

However, if you are a little nervous to reach out in person, why not join some community business support groups online. It can be easy to think you are alone in this, but who knows, you might pick up some useful tips to offset costs, and gain some friends at the same time. @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Editor – news Jack Courtez @JackCourtez 020 7689 3371

Features writer Jasper Hart 020 7689 3384 @JasperAHHart

News reporter Suhara Pavithri Jayasena @suharajourno

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355

Senior news reporter Alex Yau @AlexYau_ 020 7689 3358

Features editor Charles Whitting @CharlieWhittin1 020 7689 3350

Designer Jody Cooke tim.murray@newtrade.co.uk 020 7689 3380 Magazines reporter Tim Murray Production editor Ryan Cooper 020 7689 3354

Production coordinator Chris Gardner 020 7689 3368

Sub editor Jim Findlay 020 7689 3373

Head of marketing Kate Daw 020 7689 3363

Sub editor Robin Jarossi

Senior account director Charlotte Jesson 020 7689 3389

Head of design Anne-Claire Pickard 020 7689 3391

Account director Natalie Reeve 020 7689 3372

Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85 Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler.

Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

The five biggest stories this fortnight

Price rises disrupt returnto-work sales opportunity MEGAN HUMPHREY

INFLATION is expected to contribute an extra £180 to the average household’s yearly shopping bill over the next year, leaving stores with more price-conscious customers than ever.

Latest �igures from Kantar, over the 12 weeks to 23 January, show take-home grocery sales falling by 3.8%, as a

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result of rising costs.

Last month, in�lation, at 5.4% was at its highest for 30 years. Head of retail and consumer Fraser McKevitt urged independent retailers to priortise offering value in a bid to stop customers straying.

“We’re now likely to see shoppers striving to keep costs down by searching for cheaper products and promotions,” he said. “Supermarkets

Digital lottery bid

LOTTERY operator Allwyn has called for more digital investment in convenience stores, supporting suggestions made in its bid to win the UK’s Fourth National Lottery licence competition.

Ferhan Ashiq, of Day-Today Ashiqs in Prestonpans, criti-

that can offer the best value stand to win the biggest slice of spend.”

However, there are concerns the return to sales opportunity could be halted as a result.

“Increasing con�idence about heading out and about, combined with the return to the of�ice, means we’re starting to see pre-pandemic shopping patterns once

03

again,” said McKevitt.

“Since the �irst lockdown in March 2020, shoppers have been buying in bulk and visiting the supermarket less often. Basket sizes are now 10% smaller from this time last year, however, hitting their lowest level since the beginning of the pandemic, while footfall increased by 5% as every major retailer was busier in their stores.”

DRS commission

cised current operator Ca- ACCOUNTING �irm PwC melot for not doing enough, has been hired by Circularadding, “the lottery has not ity Scotland Limited (CSL) invested in new technology for to help determine the commission stores should renearly 10 years”.

In response, a spokesperson ceive through taking part said its “philosophy remains in the deposit return scheme.

PwC will carry out analythe same – with retail being a sis as to what the handling cornerstone of our strategy”.

fee could look like, which will later be voted on by CSL board members.

CSL con�irmed it intends to share the agreed handling fee in Q1, with a source adding it’s likely to be announced in March “at the very latest”.

Editor in chief Louise Banham @LouiseBanham

Account Manager Marie Dickens 020 7689 3366 Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3388

42,281

For the full story, go to betterRetailing.com and search ‘PwC’

For the full story, go to betterRetailing.com and search ‘Allwyn’

Business delivery manager Ifzal Afzal 020 7689 3382

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Supermarket sites

INDEPENDENT retailers are acquiring more stores from supermarkets that have been forced to sell sites due to in�lationary pressures.

During the launch of Christie & Co’s 2022 Business Outlook, Steve Rodell, retail managing director at Christie & Co said

sites of 2,000sq ft to 3,000sq ft has been sold to more independents over the past year.

The company predicted the demand for retail stores would exceed the available properties, and forecourts would diversify and add alternative services to their sites.

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Delivery rivalry

INDEPENDENT retailers are to face increased competition from Getir and Amazon following investment by both companies.

Getir’s expansion includes creating 6,000 new jobs as part of a major recruitment drive. The company has also

launched a franchise model, with the �irst franchised branches con�irmed to be based within London.

Meanwhile, Amazon has begun a same-day grocery delivery service through its wholesale partnership with Morrisons and Co-op.

Audit Bureau of Circulations July 2020 to June 2021 average net circulation per issue

Retail Express’ publisher, Newtrade Media, cares about the environment.

Reproduction or transmission in part or whole of any item from Retail Express may only be undertaken with the prior written agreement of the Editor. Contributions are welcome and are included in part or whole at the sole discretion of the editor.

Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

For the full story, go to betterRetailing.com and search ‘Christie & Co’

For the full story, go to betterRetailing.com and search ‘Getir’

@retailexpress facebook.com/betterRetailing

8-21 FEBRUARY 2022 betterRetailing.com

megan.humphrey@newtrade.co.uk 020 7689 3357

F’real rips out machines over failed targets ALEX YAU RETAILERS have hit out at milkshake supplier F’real after it said it would remove machines from stores failing to hit their daily sales target.

Last month, retailers selling fewer than 10 cups a day on the company’s ‘free on loan’ model were given two months’ notice to return blenders and freezers. In emails sent by F’real’s parent company, Rich’s, and seen by RN, store owners were told: “Unfortunately, the stores that fall signi�icantly short of the target do not make the ‘free on loan’ model a sustainable scheme.

“With this in mind, we have taken the dif�icult decision to serve notice on the F’real proposition in your store. We will give you the opportunity to sell through the stock you have purchased, but will need to recover the blender and freezer within two months of this notice.”

Rich’s added it would not be issuing credit or compensating for any remaining stock left after the notice period. One affected retailer, who asked not to be named, said: “We got the email and my stomach dropped. I felt ill.

“We paid so much to get the store ready for the machine and had so much space empty while we waited for them to install it. We’ve had no warning

at all. Why now? It’s almost like they are messaging so many stores because they suddenly need a load of machines free.

“We are averaging seven cups a day. If they had worked with us, we could have put on promotions to increase sales.”

RN understands retailers had also been given the option to purchase a F’real stand, costing between £800 to £900, but the company was unable to con�irm whether affected stores would be reimbursed after having their machines withdrawn.

Another retailer added: “I paid thousands of pounds for a re�it in my store and I saved space speci�ically for a F’real machine. They’re forgetting demand for chilled products is slow during winter. The pandemic has also impacted footfall into my shop. My sales in the summer far exceed demand compared with colder seasons.”

Contracts seen by Retail Express also revealed retailers who failed to meet the 10-cup target each day over a three-month period were liable to be charged a fee. “Should the customer not agree to the fees, these terms shall terminate on the date falling one month after the date of Rich’s notice,” a clause in the contract stated.

It is not the �irst time F’real has faced criticism from retailers. In May 2021,

express yourself “I’M wary of hosting online competitions from my social media page because there’s so much legislation. You’ve got to get the criteria right and know how to pick out a winner. I’d rather do the whole competition in store. That way, I’ll get more in-store traffic and sales. Advertise it by all means on social media, but keep flashing up the date of when the draw is going to take place, or the giveaway is happening, to get people through the door.”

Julie Kaur Duhra, Jules Convenience, Telford, Shropshire

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GOOD WEEK CONTACTLESS: New figures from Barclaycard revealed 91.1% of all card transactions in 2021 were made through contactless payment. The card firm said all business sectors benefited from the £45 to £100 contactless limit increase. Barclaycard Payments chief executive Rob Cameron said: “The increase is a win-win for cardholders and merchants.”

SLUSH: Spar stores in Scotland have received Calippo Slush machines as part of a new partnership between wholesaler CJ Lang and Polar Krush. The nationwide rollout began in January. Stores with the machines have strawberry, orange and lime flavours at £1.50 a cup.

For the full story, go to betterRetailing.com and search ‘Spar’

BAD WEEK

Under-perfoming stores have received two months’ notice to return F’real blenders and freezers store owners reported having their applications for machines rejected, despite being told they were “perfect candidates”.

When asked by Retail Express whether it would be willing to support affected retailers in meeting the target, Rich’s sales, marketing and research and development director John Want said: “The free-on-loan offer requires a cup rate of sale of at least 10 per day. If a retailer is just below this, we provide support in PoS and promotional assets to help them improve. Unfor-

the column where you can make your voice heard

tunately, our experience shows that stores well under this rate of sale cannot get up to the level required.

“We continually benchmark all stores throughout the course of the year, making the necessary adjustments for seasonality. The whole sector has been affected by Covid-19, but the majority of convenience stores have grown their F’real sales during this time, successfully tapping into changing consumer habits. Through this continual analysis, we relocate blenders on a regular basis.

“We cannot discuss the package deals agreed with customers, nor the terms in their contract.

“All customers sign an agreement prior to them committing any works or investment, and this makes clear their obligations.”

Want added it was also giving retailers the option to purchase their blenders outright. He said: “There are also options on warranty and maintenance, which will enable them to continue with the offer and achieve a higher margin on their cup sales.”

SHORTAGES: Retailers have been warned about a stock shortage in greetings cards.

Riverside Greetings managing director Andrew Glen said: “We’re receiving an increasing amount of feedback that there are significant supply issues in the greetings-cards category.”

For the full story, go to betterRetailing.com and search ‘greetings cards’ BOOKER: Premier, Family Shopper and non-symbol customers are to be charged a new delivery fee by Booker from 28 February. The charges will be £29.95 per delivery for Premier and Family Shopper retailers, with the fee increasing to £34.95 for non-symbol stores. Londis and Budgens retailers remain unaffected. The wholesaler blamed the pandemic and inflation for the fee’s introduction.

For the full story, go to betterRetailing.com and search ‘Booker’

How do you use social media competitions to drive engagement with your store?

“WE hold back competitions for nationally celebrated days. We don’t do it just for the sake of doing it. It needs to have a reason. Last year, we had a toolbox up for grabs for Father’s Day. People had to write in with why their dad needed it, sharing terrible DIY stories.

As soon as a new product came in, we’d do a hamper or offer a £20 voucher to let people know that the product is available.”

Enya McAteer, Mulkerns Spar, Newry, County Down

“OUR customers wanted social media competitions, and they weren’t something they could get elsewhere. Make sure you’re offering something customers might want to win. You should encourage people to share it and get as many of their friends as possible as well. It’s nice and easy. They also help generate interest new products, and give something more exposure.”

Amrit Singh Pahal, H & Jodie’s Nisa, Walsall, West Midlands

Do you have an issue to discuss with other retailers? Call 020 7689 3357 or email megan.humphrey@newtrade.co.uk

Amrit Singh Pahal

NEWS

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8-21 FEBRUARY 2022 betterRetailing.com

PO helps tackle rising utility bills HELENA DRAKAKIS

THE Post Office (PO) is to expand a scheme that helped vulnerable people access cash during the pandemic to support those struggling with rising utility bills.

The ‘Payout’ voucher service will be made available to the UK government, councils and energy companies.

Through it, customers can

redeem hardship cash, such as the Warm Home Discount.

The new scheme comes as regulator Ofgem is poised to increase the energy price cap, leaving many households unable to pay bills.

PO’s banking and bill payments director, Martin Kearsley, said: “This is a worrying time for millions of families, individuals and older people when it comes to rising energy prices and how to pay to

keep your home warm.

“Our ‘Payout’ voucher service is a quick and easy way for the energy companies in particular to give credits to their customers, or for local councils to get cash payments out to their most vulnerable residents.”

The scheme, first made available at the height of the pandemic in 2020, enabled vulnerable customers to send a voucher code to a trusted in-

dividual so that person could access cash on their behalf.

This version of the scheme allows customers to redeem a voucher sent by SMS, text, letter or email at any of the PO’s 11,500 branches by presenting a barcode at the counter.

For customers with an energy top-up voucher, a credit is placed on their pre-payment gas card or electricity key for them to use.

For the full story, go to betterRetailing.com and search ‘Post Office’

Rural ‘levelling up’ RURAL shops have reinforced the need to be included in the government’s ‘levelling up’ agenda.

Speaking at the ACS Rural Shop Report launch, chief executive James Lowman said: “Providing targeted support to rural shops and other rural

businesses must be integral to the government’s levelling-up agenda to ensure the gap between rural stores and their urban counterparts doesn’t widen even further.”

Basket spend rose by 80p when compared with last year, from £7.92 to £8.72.

For the full story, go to betterRetailing.com and search ‘rural’

POLICE PATROL RETAILER TIE UP WELSH retailer Trudy Davies has been on patrol with local police support officers (PCSOs) as part of the force’s Neighbourhood Police Week of Action.

Davies, who runs Woosnam & Davies News in Llanidloes, Powys, was invited to walk with officers for around three hours and talk with residents.

She said: “As a retailer, I’m part of a wider community, so all concerns are my concerns.

Fortunately, no one mentioned

antisocial behaviour and I felt happy that our community is, on the whole, a pleasant place for visitors and residents.”

Face-mask compliance SUPERMARKETS will continue to ask customers to wear face masks despite it no longer being a legal requirement in England.

Sainsbury’s, Waitrose, Morrisons and Tesco have said

UK/ROI, 18+. Open between 10:00 04/01/22 & 16:59 23/03/22. Purchase required for GB only, no purchase necessary for ROI & NI. Internet access required for entry. Level 1 Prize Draw: Register your details, enter product barcode & batch code found on pack (GB only) & choose 1 of 8 Level 1 Prize Draws to be entered into at winaday.cadburyfc.com to play. Level 1 prizes: 8 x Money Can’t Buy Experiences that reflect a day in the life of a football player including but not limited to a behind the scenes experience at an official club training facility or stadium, a signed pair of boots, VIP Matchday Experience. Participating Clubs: Arsenal FC, Aston Villa Women’s FC, Chelsea FC, Leeds United FC, Liverpool FC, Manchester City FC, Manchester United, & Tottenham Hotspur. Level 1 winners drawn at random via 8 prize draws (1 per club) at the end of the promotion. Level 2 Instant Win: All entries from GB, NI and ROI are submitted into a winning moments promotion. Level 2 prizes: 1,500 x £/€5 Love2Shop e-vouchers and 501 £/€10 Love2Shop e-vouchers. Level 2 prizes selected via predetermined winning moments & winners notified instantly on screen. Max 1 x Level 1 prize, 5 x Level 2 prizes per person. Retain proof of purchase for each separate entry to claim (GB only). Prize award subject to entry/claim verification. Prizes are subject to any applicable Club and/or C19 rules, regulations and guidance. C19 rules will govern prize date availability. 1 entry per person/email address per day. Level 1 prize winners drawn by 28/03/2022. Go to winaday.cadburyfc.com for full T&Cs, full prize details. Promoter: Mondelez Europe Services GmbH – UK Branch, Sanderson Road, Uxbridge, UB8.

they will maintain a policy.

Customers in Scotland and Wales are still legally required to wear masks.

Sainsbury’s said it would ask customers to wear a mask “if they are able to”.

85818 Yazoo Limited Edt Retail Express Ad v2.pdf

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21/01/2022

15:00

ACADEMY IN ACTION

PRODUCTS

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Chivas 12 gets a modern look PRIYANKA JETHWA

Three-month follow-up:

SHOP LAYOUT Three months on, the IAA and RETAIL EXPRESS catch up with DINESH PATEL in Sawbridgeworth to uncover how improving his shop layout made it easier for shoppers to navigate his store

IAA ADVICE 1

Move impulse products to high-traffic areas to inspire additional purchases.

2

Group categories and related products together to improve flow.

3

Introduce a ‘wine of the week’ promotion to boost basket spend.

THE RESULTS

22%

We’ve promoted The increase in wine sales different wines in the shop window and encouraged customers to pair them with other products. We moved wines to be on the route to the till area and, as a result, sales have grown by 22%.

PARTNER ADVICE Dinesh has enhanced his shoppers’ experience by improving his store flow and has achieved some amazing results. If he keeps applying what he learned from the visit, he should be able to increase sales in Megan Humphrey other categories, too.

Editor Retail Express

MAKE SHOPPING A BETTER EXPERIENCE Call us on 020 7689 0500 or scan the QR code to make your store easier to shop and find out how you can improve

Next time: Responsible Retailing

PERNOD Ricard has unveiled a new look for Chivas Regal’s �lagship brand, Chivas 12.

The bottle has been reshaped and elongated, and is now lighter. The new-look Chivas 12 is designed to attract a new generation of Scotch whisky drinkers, aged 18-to-32 years old, to the category.

The supplier said this demographic is a pool of 3.2 million consumers not currently targeted by whisky brands, and yet 47% say “it’s important to spend more on alcohol when looking to impress” and signal status, demonstrating the big opportunity to tap into

this audience.

Premium blended Scotch is experiencing double-digit value growth in the off-trade, and Chivas 12 has a 43% share of the category.

To support the redesign, Chivas Regal will focus on celebrity and in�luencer partnerships, and digital media advertising.

Ian Peart, commercial director at Pernod Ricard UK, said: “According to a recent Savanta study, Chivas Regal is the most-loved Scotch in the UK and we’re proud to deliver a redesign.

“Social media’s introduced a broader audience to whisky.

I’m looking forward to seeing our taller bottle take pride of place on shelves.”

Yazoo updates PMP range with new flash

Made for Veggiez sauce by Heinz

YAZOO has refreshed its pricemarked pack (PMP) range.

From next month, the brand’s 1l bottles will be available in a £1.79 PMP, while the core 400ml bottles will come in a £1.15 PMP, with an additional �lash showing the new two-for-£2 offer.

The supplier said Yazoo is worth £74m, and £32m of sales (43%) come through convenience stores, with PMPs representing 64% of these sales.

It added that stocking PMPs can help to increase impulse purchases, lead to higher basket spend and gives convenience retailers a point of difference, especially with many consumers who continue to shop locally.

HEINZ is introducing a new range of �ive table sauces called Made for Veggiez.

The sauces are designed to accompany plant-based meals, and each of them is inspired by a different world cuisine.

They come in Tomato & Smoked Paprika, Chilli & Miso, Preserved Lemon & Agave, Coconut & Chilli and Balsamic & Rosemary varieties. Available in recyclable 250ml glass bottles, Heinz Made for Veggiez sauces are predominately for dipping, but they can also be used for marinating, in cooking and stir-fries.

Heinz will support the new launch with a campaign, ‘You’ll beg for veggies’, aimed

at inspiring consumers who usually steer away from vegetables to rediscover their taste with the accompaniment of Heinz Made for Veggiez sauces.

Yoyos dials up its McVitie’s lands primetime ITV ad spot health credentials PLADIS has announced its McVitie’s brand will be hitting TV screens as lead sponsor of ITV’s Britain’s Got Talent.

The partnership will form part of McVitie’s’ new £10m ‘Golden moments’ campaign.

Thirty-four of the brand’s bestselling products will benefit from a Britain’s Got Talent-themed pack update, featuring an on-pack promotion. Consumers will be in with a chance to win

several prizes, including behind-the-scenes access to Britain’s Got Talent, VIP tickets to the show’s final, a trip for two to LA and a ‘got talent’ experience.

The 15th season of Britain’s Got Talent, sponsored

by McVitie’s, will air during spring on ITV. The ‘Golden moments’ McVitie’s packs, featuring references to the partnership, will be available from early March.

KIDS’ fruit snacking brand Bear is refreshing its Yoyos range with a new look which focuses on it being a healthy and fun snack.

The brand aims to better resonate with parents and kids, recruiting more shoppers into the brand and the kids’ fruit snacking category.

Increased real-fruit photography and fruit illustrations will feature across the brand’s �ive core �lavours – Strawberry, Apple, Blackcurrant, Mango and Raspberry – as well as ‘one of your �ive a day’ and ‘no added sugar’ callouts.

The ‘fun’ element of each pack will also be highlighted by a larger callout for Bear cards to collect.

8-21 FEBRUARY 2022 betterRetailing.com

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ACADEMY IN ACTION

Angel Delight’s to-go pots PRIYANKA JETHWA PREMIER Foods is introducing two ready-to-eat dessert pots from Angel Delight.

The pots are designed to be ranged in the food to-go chiller and come in Chocolate & Salted Caramel and Butterscotch & Chocolate �lavours, with an RRP of £1 each.

Each pot contains fewer than 120 calories and “comes with a signi�icant shelf-life bene�it over existing to-go chiller desserts”, which will help reduce wastage typically seen by yoghurts and desserts in this category.

The supplier added “enjoyment” remained one of the biggest motivators for shoppers when it comes to

desserts. However, as wellbeing concerns continue to grow, more consumers are being health conscious when selecting foods.

Ben Knop, food-to-go innovation manager at Premier Foods, said: “Angel Delight has grown by 10% in the past year. This range gives retailers something new to broaden the choice of their food-togo chilled desserts, while remaining HFSS-compliant and growing the on-the-go desserts category.

“The texture and �lavours appeal to shoppers looking for a light treat, while the format and long shelf life make the launch well suited to retailers looking to bolster their sweet offering.”

Three-month follow-up:

EFFECTIVE RANGING

Monster’s new flavour Thatchers launches and snow-sport promo Blood Orange drink

COCA-COLA Europaci�ic Partners (CCEP) has launched Monster Ultra Watermelon and a new snowsport-themed promotion for the whole Ultra range.

Available now, the new �lavour comes in plain and £1.39 price-marked 500ml cans, alongside a four-can multipack. The latter will look to capitalise on the popularity of take-home energy drinks, which accelerated during the pandemic.

Monster is also offering Ultra consumers a chance to win a snow-sport experience with a new promotion.

The winner will enjoy three days of skiing or snowboarding in CransMontana, Switzerland,

with accommodation, lift pass and equipment rental, and Monster Energy hospitality rewards – as well as a meet-and-greet with some high-pro�ile Monster athletes.

THATCHERS has launched a Blood Orange cider variety, available in 500ml bottles and 440ml cans, with RRPs of £2.30 and £5.50, respectively.

The supplier said Blood Orange is expected to “recruit a new generation” of shoppers who are already buying into blood orange�lavoured soft drinks, pre-

mium spirits and IPAs. “With 95% of 18-to-39year-old cider drinkers excited about new �lavours in fruit, Blood Orange is bringing something new and accessible for �lavour fans,” it said.

Alongside a new TV ad, the launch will be supported by a digital, billboard and sampling campaign.

IAA ADVICE 1

Rationalise ranges to give three options – good, better and best.

2

Record soft drinks restocking to understand fast and slow sellers.

3

Promote new products on gondola ends and online to boost sales.

THE RESULTS

20%

We rationalised The increase in soft drinks sales our ranges, starting with soft drinks. We delisted slow-selling squashes, remerchandised the fixture and sales grew by 20%. With crisps, we moved new lines to gondola ends, boosting sales by 5%.

Choc Caramel rejoins French biscuit brand Lu lands in UK stores Yazoo drinks range YAZOO is relaunching one of its bestselling limitededition �lavours – Choc Caramel.

It is available in 400ml standard and price-marked packs in convenience and wholesale now, and in supermarkets from late March, along with a 1l format.

It will replace the brand’s limited-edition Jaffalicious Choc Orange variety.

As part of the Choc Caramel relaunch, the brand launched a ‘�ind a designer’ social media campaign to �ind the UK’s best up-andcoming artist.

Artist and illustrator Tomas Dogg was chosen as the winner and was tasked with co-creating the limited-

Last September, the IAA and COCACOLA EUROPACIFIC PARTNERS visited GITA PATEL’s store in Manchester to help improve her ranging. Three months on, we find out what she’s achieved

edition artwork.

The bottles come in 100% recyclable packaging and feature a peelable sleeve to make stripping and correct recycling simpler.

FRENCH biscuit brand Lu has launched four biscuits in the UK. It comes in Le Petit Chocolat, Le Petit Beurre, Le Petit Biscotte and Le Petit Citron varieties, and will be distributed by Mondelez International, the supplier of Cadbury and Philadelphia.

Charlotte Parkes, senior brand manager for Lu, said:

“Lu’s range is a treat, and these treats are sure to be a hit with biscuit lovers in the UK. With these four varieties, we bring something unique to shelves.”

All four varieties have an RRP of £1.50. Beurre comes in case sizes of six, Citron in case sizes of seven, Chocolat in cases sizes of 14 and Biscotte in case sizes of 10.

PARTNER ADVICE Gita has understood the relationship between space and sales, made changes and seen the results. It’s important she continues to work on her ranging as there are growth opportunities in other categories, too.

Heidi Vossen-Barnes Senior Manager Independent Convenience Coca-Cola Europacific Partners

SATISFY YOUR TARGET SHOPPERS Call us on 020 7689 0500 or scan the QR code to ensure your range encourages return visits, and find out how you can improve

Next time: Staff Development

OPINION

08

COMING UP IN THE 18FEBRUARY ISSUE OF RN

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured INFLATION: How are you offsetting the impact of rising prices?

“ALL prices are going up from our wholesalers and small suppliers. We are passing it onto the consumer because we can’t absorb it. There’s a National Living Wage rise kicking in from April, too.

Our customers seem to understand, as they see it happening in the supermarkets.”

Joe Williams, The Village Shop, Hook Norton, Oxfordshire

Staff development: from new training courses to investing in their mental health and well-being, our guide will help you build a happier, more productive team

COVID-19: Will a return to work help drive footfall again?

“WE’RE yet to see a real “IT’S very hard to measure. impact. Our footfall reduced It’s the start of the year, by 50% during the pandemic everyone is broke and it’s an and I had to close some shops. uncertain time. A year ago I’ve now reopened all but one. we did very well with people Mondays and Fridays are still working from home – espenoticeably quieter as workcially in vaping sales and home baking – but it’s hard ers have filtered back partto pinpoint cause and effect time on Tuesdays, Wednesin this economic climate.” days and Thursdays.”

Passing trade: how to get more customers coming through your door – and then coming back

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Raaj Chandarana, Tara’s Londis, High Wycombe , Bucks

SUSTAINABILITY: Would you install electric-vehicle chargers?

“I’M looking at this, and I’ve been approached by a couple of companies that wanted to partner, but I don’t want to commit yet. It’s not a cheap venture, and I may have to adapt my energy supply, so I want to wait until the technology has settled down.”

Terry Mulkerns, Mulkerns Eurospar, Newry, County Down

“AT the moment, if you have surplus parking, the return is not so much that I’d want to take away a space. Companies say EV chargers drive footfall, but on high-speed chargers that take three-tofive minutes, there’s no time to buy a coffee or use the loo.”

David Charman, Spar Parkfoot, West Malling, Kent

It is not a cheap venture MASKS: Will you still be encouraging them to be worn?

The best independent retailers stay ahead by reading RN each week.

Do you?

ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 3871 6490

Peter Wagg, News on the Wharf, Canary Wharf, London

It’s not our job to police this

“IN Scotland, the guidance hasn’t changed, but when it does, I will keep our signs up and continue to wear a mask. It’s a small shop and it’s impossible to social distance, so masks are still important.

At the same time, I won’t ask people to wear a mask. It’s not our job to police this.”

Natalie Lightfoot, Londis Solo Convenience, Glasgow

“WE will be leaving it up to the customer. Mask wearing is waning, and we tended to follow the guidance of the supermarkets when Omicron started, but I’d say 80% of customers don’t wear one now. It’s not our job to police and we won’t be asking people to do so.”

Andrew Newton, Nisa Local, Dudley, West Midlands

LETTERS

8-21 FEBRUARY 2022 betterRetailing.com

09

Letters may be edited

amit Puntambekar

Ash’s Shop Nisa Local, Fenstanton, Cambridgeshire

Rising wholesale costs are proving problematic

‘I’m not being paid the right commission’ I HAVE an issue with myHermes. They are underpaying me commission.

I’m processing more parcels than I’m being paid for. This is the same thing that happened last year, when they underpaid retailers thousands of pounds-worth of commission.

At the time, they admitted a glitch in their system had caused the errors, and I’m worried the same thing is happening again.

When they admitted what caused the issue last year, they said there would be a dedicated phone line for

partnered stores to use to seek help.

I haven’t heard anything more about this, and no one is responding to my queries about the numbers not adding up this time around, either. It’s frustrating that I can’t seem to

speak to anyone about this.

Anonymous retailer

A myHermes spokesperson responded: “We have been in touch with the shop owner to apologise and resolve their query. This was an isolated issue and has now been �ixed.”

COMMUNITY RETAILER

OF THE WEEK

Dafarn Newydd Stores & Petrol Station, Llanwddyn @LlanwddynShop

WIN a Guinness stock ‘Collection tin is for bundle for your store our good causes’

GUINNESS is offering five Retail Express readers the chance to win a stock bundle of the brand’s popular 10-multipack format. This will help them to make the most of upcoming occasions such as St Patrick’s Day and the Guinness Six Nations rugby tournament, as consumers continue to create memorable experiences at home.

TO ENTER Fill in your details at:

betterRetailing.com/competitions This competition closes on 8 March Editor’s decision is final.

A HUGE challenge for retailers at the moment is wholesale costs.

They’ve been coming through thick and fast these past few months. Previously, you’d always try to buy from your main symbol group or supplier, but we’re looking at anything upwards of 30%-50% increases across most categories.

Understandably, Each issue, one of seven top there is a lot of anger retailers shares advice to about that at the make your store magnificent moment, as it feels like wholesalers are putting an unfair burden on their customers.

We can see that with Booker introducing their new delivery fee, and Nisa adding in an additional fuel levy, to go on top of surcharges.

There are a lot of pricing pressures and wholesalers are squeezing us on that side. Retailers need to respond with their wallets. They need to start looking at different suppliers and cash and carries. Is it maybe worth getting a van and ordering click & collect? Or getting things delivered to you?

I’ve split an order away from my main wholesaler and I’ve saved about £300. If I could do that on every order – we do two ambient orders a week – then you’re looking at a monthly saving of £2,400, and a yearly saving of £28,800.

Retailers should be asking and pressuring their EPoS providers for a wholesale optimiser. We should be able to scan in orders and let the EPoS split your order to wholesalers where it’s cheaper. It would save retailers thousands of pounds. I think it’s crazy that this isn’t a common thing in our system. It would save retailers time as well. I compare prices online to different suppliers manually, and then place the orders. I’m relatively quick, but it still takes me an hour, sometimes two if I end up ‘window shopping’ and browsing. That’s potentially four hours a week, or eight days a year, just spent comparing the prices for every order. But I’m making huge savings.

It might not sound much in isolation, but if you multiply it across every category – 8% here, 5% there. If you can get 8% off a £5,000 order, that’s £400 saved. We need our EPoS providers to step up their game to help us because costs are going through the roof. Price inflation, energy costs, wage rises coming in April and customers tightening their belts as well. We need to find out how we can order better and save money.

The onus is on retailers to put pressure on our EPoS providers to provide a better system to support us on the wholesale side of things. We need to do more than ask for this – we must demand it.

Owners Andrew and Coleen Johnson

“WE are delighted to be supporting the Abigail’s Footsteps, Forever Stars and Wales Air Ambulance charities, along with Llanwddyn Community Centre and St Wddyn’s Church this year. They are all important to us, and we’ve been supporting them for several years. We have a collection tin on our counter. Whatever we raise, we split between the three charities we have chosen. We’ve been raising money for about three years now and we have raised around £1,200. We may consider doing an in-store raffle to boost fundraising.”

Get in touch

@retailexpress betterRetailing.com facebook.com/betterRetailing megan.humphrey@newtrade.co.uk 020 7689 3357

CATEGORY ADVICE CRISPS & SNACKS

10

8-21 FEBRUARY 2022 betterRetailing.com

CRISP UP YOUR SALES JASPER HART finds out how retailers hit with major crisps and snacks shortages adapted to keep their sales strong

OVERCOMING CHALLENGES THE inescapable savoury snacking story of the past few months has been retailers losing access to the majority of Walkers products towards the end of last year.

Supplier PepsiCo attributed the lack of availability to an IT system upgrade that disrupted logistics, and a fire at a major factory. The shortage saw retailers looking for different ways to keep their crisps shelves stocked.

Although many retailers suffered from the lack of van sales and rep visits, Julie Kaur Duhra, of Jules Convenience, was more fortunate, reaping the benefits of being more nimble than her nearby multiple competition.

“I’m fortunate that I pick up from a cash and carry, so the Walkers shortages didn’t

affect me, and I had so many customers come in for my crisps. I’ve got a Tesco and a Lidl half a mile away from me, and their deliveries weren’t coming through. I was well stocked – even the Walkers rep was surprised,” she says.

Her experience shows how vital certain key brands are for shoppers when they know they can get them nearby. She also found success in other brands when she had to deal with gaps in her shelves.

“McCoy’s have taken off for me. When I couldn’t get as many lines of Walkers as I’d need to fill the shelves, I introduced them. I cut them down to one flavour when Doritos and Nik Naks came back, but I’ve had customers ask for them, so I’ve got them back in,” she explains.

SUPPLIER

VIEW

Scott Snell, vice president of customer, Pladis UK&I “LOOKING at convenience specifically, the crisps and snacks category is worth £975m, having attracted more than 150,000 additional buyers. The category represents a huge sales opportunity and its success can be largely attributed to the core ranges from established brands as the top 10 crisps and snacks brands in convenience are worth £1.49bn across total retail.

“We’d always encourage independent retailers to invest in their core crisps and snacks fixture, as a wellmerchandised display, located in high-footfall areas and close to complementary categories, can heavily influence shopper purchasing decisions. It’s about making the shopper experience as seamless as possible, so themed space and signage, and offering secondary sitings – such as at point of sale – are essential considerations in order to maximise sales.

“Incorporating paired products and cross-category promotions will also help to increase impulse sales across a number of categories, as shoppers spend more time in store as a result.”

BRITAIN’S MOST

LOVED CRISPS

CATEGORY ADVICE CRISPS & SNACKS

12

BIG-FORMAT BOOST SINGLES was the last pack format to be made available, which is perhaps a symptom of wider trends encouraged by the pandemic.

The shift to home working led to an increased desire for larger packs, and while hybrid working models and the return of schools has meant there is a theoretical place for singles, PMPs have retained their newfound importance.

It’s part of a value perception, says Alan Mannings,

of The Shop on the Green in Chartham, Kent.

“Big bags are definitely selling best. They see the big bag for £1 as opposed to paying 55p for a smaller bag, so for a bit more money they get a lot more crisps.”

Kaur Duhra also primarily sells £1 PMPs to students from a nearby college. She says: “The college kids love them, and they all have £1 to throw at you.”

Despite the return to com-

muting for many people, they have brought their preference for larger snack formats with them.

Meanwhile, at Jay’s Budgens in Crofton Park, south London, Pratik Patel finds having a multipack offering important to serve parents who stock up for the week ahead for their children’s packed lunches.

Overall, according to Scott Snell, vice president of customer at Pladis UK&I, singles aren’t the growth area even in

OPPORTUNITIES TO EXPAND AS sharing formats gain more market share, and consumer spending in the category increases, it’s in this area of your store that you could drive shopper premiumisation and experimentation. “‘Together Time’ is the largest category opportunity due to the size of the sharing occasion,” says Matt Collins, trading director at KP Snacks.

“Consumers have understandably spent more time at

home in recent years, fuelling an increased desire to make at-home occasions feel more special. The sharing segment is the largest in the category, worth £1.4bn and growing strongly at 6.9%.

“Snacks are a hugely important part of the sharing occasion. Forty-nine per cent say snacks are a must-have for an evening in,” he adds.

It’s here that Patel found success with higher prices and

healthier options, the latter of which are increasingly important with this year’s upcoming high fat, sugar and salt (HFSS) legislation.

“We do Manomasa crisps for around £2.50 a bag and Torres Spanish for £4 a bag,” he says. “We also sell a lot of Eat Real crisps and baked crisps such as Popchips.

“We will need to adhere to HFSS, but the market has gone that way naturally.”

a post-lockdown world. “Last year, moments of ‘togetherness’ became a key part of the nation’s routine, with shoppers spending more evenings indoors at home – and this continues to ring true.

“Larger packs continue to drive significant volume growth – with sharing packs and multipacks growing by 17.8% and 11.7%, respectively. This means that snacks in larger, sharing formats are must-stocks.”

latest category news Walkers ‘Britain’s most loved crisps’ PepsiCo has launched a multimillion-pound TV and digital ad campaign celebrating Britons’ love for the Walkers brand, as the supplier seeks to atone for a lack of availability in recent months. “We realise how much the nation has missed their favourite crisps, and the launch of our new advert recognises this by celebrating the enjoyment that the Walkers portfolio provides,” said Fernando Kahane, senior marketing director for Walkers Snacks at PepsiCo. McCoy’s Sizzling King Prawn £1 PMP With the launch of a £1 PMP of its McCoy’s Sizzling King Prawn variety, KP Snacks now has 25 £1 PMPs for retailers to choose from. The supplier said that prawn flavours, in 10% growth, are heavily outpacing the ridged crisps category at 2.7%.

Butterkist Spider-Man tie-in Retailers have until mid-February to capitalise on Butterkist’s on-pack partnership with Spider-Man: No Way Home, which has become one of the biggest films of all time.

Refreshed Hula Hoops packaging KP Snacks has rolled out new packaging across its entire Hula Hoops range, as the brand recently surpassed £150m in retail sales value after seeing 9.1% growth year on year.

RETAILER

VIEW

Alan Mannings, The Shop on the Green, Chartham, Kent “WE’VE got an offer with a crisp supplier where we sell a big bag for £1.50, and we also have a deal going on with one of our local suppliers with cheese savoury snacks at 50p a bag.

“We had a couple of days where we had shortages, but it hasn’t been too bad. We normally have a Walkers rep come in, but they’ve been told not to as they can’t get any stock, so we’ve been going to Bookers and Batleys to get stock and we’ve been fine. I’ve made sure to go out and look for stock.

“My customers need me to stock what they need.

Empty shelves don’t sell anything.

“We get involved in new flavours and Londis is normally quite quick off the mark with them. If it’s a good mix and a good flavour then people will buy them. We’ve been quite lucky with that.

“We don’t have any crisps or chocolate by the counter.

I’ve never believed in that or done that. The only thing we keep at the counter are things like Tic Tacs and some offers that we might have on, or something we’ve not sold for a while. We put that up and move it off the shelf, and people start buying it.”

8-21 FEBRUARY 2022 betterRetailing.com

13

KP SNACKS

BIGGEST EVER

AVAILABLE VERSUS ADAPTABLE der started to supply the cash and carries,” he says. “When you have no option, you bring in what you can, and sales picked up.”

Although he has brought Walkers back, barring some flavours such as Tomato Ketchup, Golden Wonder lines now have a permanent place alongside them.

Kaur Duhra and Lal’s divergent experiences of the Walkers shortage show there are different ways to turn a lack of a popular product into an advantage, either by nimbly making your store the only one offering it, or by exposing

your customers to previously unconsidered brands.

This is where making sure to replace key flavours can be helpful, even if it’s with a different brand. For example, KP’s decision to launch its McCoy’s Sizzling King Prawn in a £1 pack is driven by sales of prawn flavours growing nearly four times as fast as the ridged-crisp category itself.

See which flavours sell best for you and examine your wholesaler or cash and carry’s offerings to have potential replacements lined up in the event of usual sellers being unavailable.

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Matt Collins, trading director, KP Snacks Must-stock ranging Stock a strong core that covers the top-selling lines that will deliver category growth – 41% of sales go through the top five brands. Excite and engage shoppers with a sprinkling of new launches.

Understand your shoppers’ missions and cater for them Capitalise on the growth of PMPs and be ready to cater to the food-to-go occasion.

Make your fixture easy to shop Blocking similar-type products together such as ridged crisps will make it easier for your shoppers to find what they need. Shoppers buy 68% of bagged snacks on impulse.

Drive impulsive purchases in store Sixty-one per cent of impulse crisps and snacks are picked up in secondary locations. Use displays and secondary sitings to drive snacking sales and locate in complementary categories such as soft drinks or sandwiches. Make use of branded display and PoS, such as stackers and dump bins, to drive basket spend.

*AC Nielsen, Value Sales, Total Coverage, MAT, w/e 01.01.22, †AC Nielsen CSN Indies & Symbols MAT - 01.01.2022

ACCORDING to Collins, the crisps, snacks & nuts category is worth £3.5bn and is growing by 4.6% annually, with shoppers spending an extra £100 compared with last year.

Even with the loss of a key brand, as seen last November, retailers should be able to give their shoppers a varied crisps-and-snacks offering that will leave them satisfied.

Hussan Lal had only stocked Walkers crisps at his St Mirren Food Store in Paisley prior to the shortage, but has now permanently diversified his range. “Golden Won-

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CATEGORY ADVICE ST PATRICK’S DAY

14

DRIVE SALES THIS ST PATRICK’S DAY Ireland’s national day of celebration on 17 March has long had a global significance. CHARLES WHITTING finds out how retailers can capitalise on this

A DAY TO CELEBRATE THIS spring offers retailers and customers the chance to celebrate events that in recent years might have been held in isolation or on a smaller scale.

With restrictions loosening by the second and perhaps unlikely to return in a meaningful way in England, and possibly Scotland, Wales and Northern Ireland as well, there could very well be an upsurge in the scale of certain celebrations.

“We’ll be getting some things in,” says Dilmeet Singh, from Londis Gerrards Cross in London. “Londis will help us out and send us some promotional material and PoS,

and we can then utilise that in store. We tend to have a lot of customers celebrating St Patrick’s Day in our area, so we do quite well on those days. As people are looking to get back to normal and there are more people shopping in convenience stores again, I’m looking forward to it.”

The key category within St Patrick’s Day is alcohol, specifically Irish beers and spirits, so retailers should make sure they are well stocked with these products ahead of 17 March.

“It is worthwhile for retailers to reconsider which alcohol brands to stock to drive

sales and inspire customers to celebrate at home,” says Lauren Priestley, head of category development, off-trade at Diageo. “Beer is key during this time. In fact, the category increased by 15.3% in value in the month running up to St Patrick’s Day in 2021. Guinness is a high-quality and trusted beer choice, accounting for 92% of total off-trade stout brand sales, making it a must-stock. Guinness is often considered synonymous with St Patrick’s Day due to the Irish heritage and many customers may be looking to enjoy the ‘black stuff’ during this time.” And while Valen-

tine’s Day and Mother’s Day are personal, smaller-scale events, St Patrick’s Day offers the opportunity for something much larger and retailers should make sure their stores are well stocked with multipacks as people will be looking to buy in bulk in preparation for parties.

“Retailers can take advantage of various multipack sizes for calendar moments like St Patrick’s Day,” adds Priestley. “For example, Guinness Draught in Can is available in four-pack, 10-pack and 15pack formats, meaning that with space permitting, retailers can offer customers a

large choice. Maintaining a selection of multipacks also increases customer basket spend and research has shown that listing a 10-pack with a

four-pack drives 30% of incremental sales.”

Consider creating in-store theatre by decorating any beer displays to capture attention.

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Paid feature

GET THE WORD OUT THERE ST Patrick’s Day isn’t built around a specific weekend, nor is it a bank holiday in the UK, so retailers should approach it like they do Valentine’s Day rather than Easter. People will need reminding, and it is likely that most purchases made will be on the day or very close to the day.

“We’ll put banners up so people know about it,” says

Imran Nasim, from Symington Stores in Kilmarnock. “But you’ve also got to be careful you don’t promote it too much at the moment” he says.

“There’s a greater chance your older customers won’t come in if you’ve done too much with your store and they worry too many people will be in there at one time. That’s the feedback we’ve had from

our customers.”

Nasim intends to keep an eye on what the Scottish government does regarding restrictions – they recently lifted restrictions on Scottish football, for example – to try to predict how big St Patrick’s Day celebrations will be this year, and remains cautious about banking on society opening up completely by

St Patrick’s Day. Dilmeet Singh sees most of his St Patrick’s Day purchases made on the day itself or the day before as people stock up close to the time, but he starts promotions for the day about a month prior.

“Alcohol is the main seller,” he says. “It’s basically Guinness and other Irish alcohols like whiskey.”

Lauren Priestley Head of category development, off trade, Diageo

RETAILER

VIEW

Baz Jethwa Spar Rocket Stores, Bolton, Lancashire “IT’S a profitable day for us. We will be doing activity for it. We’ll get some bunting up in the store and then we’ll be promoting it on Facebook and other social media channels. We’ve also got local promotions that we’ll be doing with Guinness and Jameson Irish Whiskey.

“Guinness and Jameson are the two main products, but it depends how it falls. If the day is closer to a bank holiday or to Easter, then it can be a bit bigger. But this year, we’ll make sure that we’ve got multipacks and other offers on for key customers.

“We don’t get as much support as we used to. There used to be lots that happened – we’d get T-shirts, hats and glassware that we could give away and make it a bit bigger. Our symbol group gives us some stuff now, but we don’t really have the budget to go get the rest ourselves at the moment.

“This year, St Patrick’s Day will be much bigger in the pubs than last year because they were closed. People will go out and have a Guinness at the pub, but then they’ll be looking to grab some cans of Guinness from us afterwards.”

Grab a share of St Patrick’s Day beer sales with Guinness St Patrick’s Day, 17 March, offers an opportunity to drive incremental sales as consumers look to celebrate and make the most of social events. By planning ahead and being aware of these seasonal events, retailers can make the most of the sales opportunity by stocking appropriate drinks choices.

Beer has a higher share of total beers, wines and spirits in the four weeks leading to St Patrick’s Day than across the rest of the year, so retailers should ensure good stock levels of key beer brands ahead of the occasion.

As well as its strong connections to the annual calendar date, and its Irish heritage, Guinness is a must-stock as it accounts for 98% of total stout sales in the four weeks leading up to St Patrick’s Day1. Additionally, themed PoS and clear signage will help customers navigate the category and remind them of the upcoming festivity.

Guinness boasts a variety of formats and pack sizes to allow retailers to find what works best for them and their customers. Guinness Draught cans are available in a wide range of formats, including a 10-pack and a four-pack price-marked pack. These formats allow customers to recreate the Guinness ‘on tap’ experience at home, while Guinness 0.0 offers everything except alcohol. Guinness Foreign Extra Stout provides an additional option for shoppers to explore.

As we continue in 2022, Diageo will be launching limited-edition packs of Guinness for the Six Nations, which kicked off in Dublin on 5 February. Diageo are also running a competition to win one of five branded display fridges, continually looking at how we broaden the appeal of an already much-loved brand.

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Nielsen Scantrack four weeks to 27.03.21

CATEGORY ADVICE ST PATRICK’S DAY

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LINK IT TO OTHER EVENTS ST Patrick’s Day falls on a Thursday this year, meaning that the day itself could easily extend into a long weekend.

For retailers, this represents an offer to keep sales booming, particularly if they can link it to other offers and events. One good example is the Six Nations, which has its final ‘Super Saturday’ round on 19 March. Given the tournament is sponsored

by Guinness, this is an opportunity to combine two

big complementary events to broaden the scope of both across several days.

“A beer that is associated with Six Nations, retailers that provide a variety of formats and products within the Guinness range will reap the benefits,” says Diageo’s Lauren Priestley. “By leveraging Guinness’ brand recognition, retailers can encourage customers to explore a drinks range by stocking Guinness drinks within the wider range.”

BEYOND ALCOHOL WHILE alcohol is known as the principal purchase when it comes to St Patrick’s Day, it is also worth considering the growing number of people who are looking to reduce their alcohol intake.

Given that it is likely that people will be gathering – and hosts will be stocking up for their guests – it is worthwhile including some non-alcoholic options as part of your offer.

“Inclusivity within a drinks range is also an important consideration, and we know that no- and lower-alcohol options have been growing

for a number of years,” says Priestley. “Guinness 0.0 taps into the increasing demand for high-quality and great-tasting no- and low-alcohol options.

With evolving expectations and consumers looking for more choice, it is vital to incorporate no- and lower-alcohol options that deliver taste and quality assurances.”

Additionally, for those retailers who don’t have an alcohol licence, it can be tempting to sit out St Patrick’s Day, but if your customer demographic is likely to be celebrating the event in any

way, there are things you can do to bring in trade.

Mulkerns Spar in Jonesborough, County Armagh, has no alcohol licence, but Enya McAteer makes sure there’s stuff on offer for the day.

“People come to us to get things before they watch the parade. We spray things green. We have an ice-cream machine and we dye the ice cream green. We also sell shamrocks, which the older generation often pin to their clothing. We sell headbands with leprechauns on them and things for children. We don’t

sell alcohol, but we’d put that on sale if we did,” she says.

“Most people go into town for the day and then come back to continue celebrating. Sometimes they have a party at home, so they’ll buy sweets, crisps and pizzas from us to plan for that, along with mixers and ice. It’s such a popular event that people will really stock up for it.”

Even without an alcohol licence, you can drive excitement online, or run a colouring competition for youngsters and post the winnings entries online.

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SPECIAL REPORT RETAIL CRIME

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FIGHT BACK AGAINST RETAIL CRIME Retail crime is the biggest challenge independent retailers face today. TAMARA BIRCH talks to retailers about how they are tackling it

THE CHALLENGES RETAILERS FACE RETAIL crime is at an all-time high, with an average of 455 retail staff subject to abuse across the UK every day. Last year, The Protection of Workers Act 2021 came into effect in Scotland, making verbal or physical attacks against any retail worker in Scotland a separate offence.

Retail Express reported in August that the 2021 act would allow for tougher sentences for offenders.

During the first three months of the legislation coming into effect, 300 incidents of abuse against shop staff in Scotland were reported.

In England, it was an-

nounced in December that the government would impose tougher sentencing on offenders, with policing minister Kit Malthouse announcing the change as an amendment to the Police, Crime, Sentencing and Courts Bill, making it an offence to assault anyone providing a public duty, including independent retailers.

Despite these changes, independent retailers say crime is an ongoing battle. Raaj Chandarana, of Tara’s Londis in High Wycombe, Buckinghamshire, says: “Crime in our store is the highest it’s been for a while and has become a real issue for us.

“We’ve found abuse has subsided, however, compared to March 2020, when there was a lot of fear and lack of understanding about Covid-19.”

For Jeet Bansi, from Londis Meon Vale in Stratford-uponAvon in Warwickshire, the main challenge for retailers is reporting crime to the police.

“Reporting crimes should be a lot easier. Retailers are the victims, and we shouldn’t be made to feel like we’re the ones committing the crimes.

“A lot goes unreported in this industry because of the perception that nothing is going to be done about it,” he says.

Last September, NFRN member Hussan Lal met with Daniel Johnson MSP to discuss a law that gives retailers more protection from retail crime

8-21 FEBRUARY 2022 betterRetailing.com

COST-EFFECTIVE WAYS OF FIGHTING BACK WHILE having CCTV, fog and other crime-deterring equipment is advisable to prevent theft and crime as it happens and help with reporting crime, the reality is, it’s a large investment for convenience stores. Chandarana says it’s easier to talk to shoplifters, especially if they’re young.

“Recently, a 14-year-old stole a bottle of Lucozade and came in the next day like nothing happened,” he explains.

“I spoke to him privately, explained how it affected us and had a firm chat about it. He apologised, and that was that.”

If this doesn’t work, Chandarana posts the incident on social media, including In-

stagram. “It’s about speaking their language and many young shoppers typically steal to look cool in front of their friends, and don’t want to be embarrassed,” he adds.

This approach has helped Chandarana massively and he says past offenders often become customers for life. “We don’t want to ruin their reputation, but instead make them aware of the repercussions to us as a business,” he says.

Chaz Chahal, of SimplyFresh – The Forge Shop in Worcestershire, says having a good relationship with local community support officers will help. “Having local staff is good because they build a rapport with the local popu-

lation,” he says. “We also use headsets in store which helps us to share info between staff discreetly.”

Bansi also invested in headsets for his staff to communicate with each other, explaining they often deter crime.

“If we suspect somebody or see someone put something under a pushchair, we ring through to the till to say ‘has put something in their bag’ and make sure we get them to declare the item under the pushchair. It’s another failsafe,” he says.

A spokesperson for digital online crime prevention platform Catch A Thief UK says staff training is significantly important to tackling crime.

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They say: “If your staff don’t know what to look out for, how can they spot theft?

“Give staff insights of what can happen. Yes, a retail job should be serving customers, and, after a hard day’s work, you go home, but there is a level of danger that can come alongside that with working in a retail store, and though it may not happen, staff should be trained in what to do if an incident happens.”

Catch A Thief UK recommends training includes how to spot a shop theft, when to stop a shoplifter, how to approach them, knowing when to call the police and when to issue banning notices. This can help increase staff safety.

Sophie Towers, Kibble Bank One Stop, Burnley, Lancashire “CRIME is a huge issue in our area, and we’re almost at our wits’ end. We wrote to the police crime commissioner following advice from other retailers at a #retailtogether event run by Retail Express’ publisher, Newtrade Media, but nothing came of it. We used to report every crime in our store, but nothing came of it and staff would sit for an hour on the phone with them, getting stressed and anxious as they relived any abuse and incidents.

“The main issue for us isn’t just crime, but the individuals committing the crimes. These individuals often have troubles in their personal lives, meaning they’ve hit rock bottom and don’t care about the businesses or people they hurt. This is where the police should come in or the councils to help rehabilitate them and help them recover.”

top tips How to combat retail crime Speak their language Don’t put yourself or your team in harm’s way, but if it is safe to do, try talking to anyone you catch stealing from your store. Chandarana did this recently with a teenager and explained the harm he was doing by stealing stock and says this helped. “We got an apology, and they haven’t done it since,” he says.

Start a neighbourhood scheme Reach out to nearby businesses to start a neighbourhood scheme or an initiative that highlights people in the area that have been known to participate in theft. Towers did this with her local council where photographs were pinned to a noticeboard for businesses to be made aware of any crime happening nearby.

Report to the police While it’s a challenge for retailers to continually report incidents to the police, it does alert them there’s an issue and shows others you won’t stand for the crime and any abuse committed.

SPECIAL REPORT RETAIL CRIME

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WHAT HELP IS AVAILABLE? TO help retailers, suppliers and industry bodies are working with government officials to implement stricter penalties. Adrian Roper, head of political engagement at the NFRN, says the federation has been doing this and tacking the under-reporting of crime in members’ stores.

“As part of this, we sit on the National Retail Crime Steering Group with the Home Office,” he says. “We were a driving

force behind the government in Westminster’s U-turn on introducing legislation to give added protection to retailers and other public-facing working by making attacks on them aggravated offences.”

While it’s not clear what funding is available to help with retail crime, a spokesperson for Catch A Thief UK recommends contacting your local council about whether they can help fund CCTV installation.

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Chaz Chahal, SimplyFresh – The Forge Shop, Worchester “AS a retailer, you’re trying to prevent things from happening. Anyone can let something happen and then it can become a problem. It’s better to engage with someone who doesn’t look right than let it happen because you’ll have more work to do afterwards.

“CCTV is pretty standard in stores nowadays. It’s just about sharing best practice with your staff and making sure that everyone is on the same page – and people are more vigilant. If something’s not right, they’ll flag it on the headset and another person can come round and judge it. It’s better to have two eyes on the situation.”

“This would depend on your council and your area, but have a talk with them and see if there’s any funding opportunities in your area,” they say.

“For example, our local council did a Shop Front Grant, which included security features, but all areas run different schemes and it’s always worth checking which schemes are available, including upcoming grants.”

The Catch A Thief online platform reports crime to the police and keeps stores updated with any progress. It keeps crimes open and matches them across stores where a case can be built for the affected retailers. It also alerts other stores, so they can prevent any would-be thieves.

Catch A Thief charges a subscription fee. Retailers can find out by more visiting catchathief.co.uk.

WHAT CAN RETAILERS DO? “IT is accepted by the Home Office that there is significant under-reporting of retail crime and that is reflective of retailers’ lack of confidence in the police response,” says Roper.

“The NFRN encourages retailers to report all incidents to the police, helping us to highlight the scale of the problem. The most important thing is to report all incidents, where they involve shop theft, verbal or physical abuse, so the police have a true picture

of the number of incidents.”

When reporting to the police, make sure to report it as soon as possible, as well as giving a description of any defining features of those involved, and what was stolen.

After the call, alert any nearby businesses so they’re aware of the incident in case they are also targeted.

Also, continue to strive for change. Sophie Towers, from Kibble Bank One Stop in Burnley, Lancashire, says retailers

need to work together to fight for change. “It doesn’t have the same effect if it’s only one retailer reporting things and explaining the challenges we face,” Towers says.

“If we all write to the police crime commissioner, it’s likely change will eventually happen.”

Towers was working with local businesses, including shops and pubs, and reached out to the local council and community police to create a

poster for banned shoppers, helping to create awareness and reducing crime in the local area.

“We had pictures of the offenders on there so all the businesses were aware and they became known in the community,” she says.

“We would have a radio unit to contact other businesses, and everyone participated.

“You need to link businesses together and be that driving force.”

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Katy Bourne, Sussex police and crime commissioner “I’M really pleased with the success of Sussex police’s ‘One touch reporting’ initiative, launched in conjunction with the National Business Crime Solution. We are working with 22 Co-op stores, and, so far, our dedicated business crime team has logged 600 incidents, identifying 27 offenders, 18 of which are prolific, meaning they’ve carried out two or more crimes. The idea is that as soon as a crime happens, rather than retailers having to go through rigorous reporting, they can do it online with the touch of a button.

“The report goes straight to our team, who are specially trained. They capture the reports and deal directly with neighbourhood officers. A pattern then will start to emerge, and it can be picked up quicker in specific areas. Within a few weeks, we saw a significant increase in the number of reports we received, which means we have data to show the issue of retail crime continues, and needs further support.”

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ELDERLY CUSTOMERS The RETAIL EXPRESS team talks to retailers to find out how they cater for older customers in terms of service, ranging and more

How are retailers making their stores userfriendly for elderly customers through staff training? – Mike Mitchelson, Mitchelson’s News, Brampton, Cumbria

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Sophie Towers, One Stop Kibble Bank, Burnley, Lancashire

“ONE of my stores is in an estate, so my staff have grown up with the people who are elderly and they’ve learned the things to look out for – people forgetting things, looking a bit lost and the rest. Our elderly customers now walk to the shop and feel very safe coming inside. It’s about being aware – we’re a focal point in the community for people if there’s a problem. My staff have sat with our elderly customers and if they haven’t seen them for a while, they’ll go looking for them. It’s part and parcel of being a community shop.

“My staff also did Dementia Friends training and have said how much they enjoyed it and how helpful they’ve found it. It’s run by the Alzheimer’s Society and it’s free training on Zoom or video. They get a badge afterwards. My staff liked it because it meant they could pick up on people who looked a bit lost or were getting a bit worked up, and they knew what to do.”

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John Green, Premier Green End Road, Sawtry, Cambridgeshire

“ELDERLY customers like routine, so the staff get to know them because they come in at the same time of the week when the same staff member is on duty. And because they tend to know what they’re looking for, the staff can offer to help. The important thing is to get the staff to say ‘Good morning’ to anyone who walks through the door. It’s not easy.

“They don’t tend to spend too much time in the shop themselves, but they’ll look at the counter and see who’s there. It’s a case of getting to know your customers and getting to know them from the moment they walk through the door in some sort of way. That’s the important thing.

“It’s also important to have smaller quantities. Small pilchards are selling quite well. A big tin of pilchards is 450g and that’s too many pilchards for one person on their own. They don’t want a huge box of washing powder, either.”

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Sarj Patel, Pasture Lane Store, Sutton Bonington, Leicestershire

“WE’VE got a lot of elderly people because our store is in a village with a lot of retirees. When they come in, they’ll give us a list and we’ll do the shop for us so they don’t have to walk around. We also do delivery for elderly people if they get out and I’ll often drop things off at night after I’ve closed the store.

“They’re not coming in as often because of Covid-19, but when they do we make sure that everything is clear, particularly the aisles and in the dairy area.

“Some shops put things like beers on the �loor and it’s just so risky, especially when you’ve got a small shop. Lots of them still don’t use cards, getting cash out of their purse instead. So we try to be patient, putting things in their bags or their trolley for them, waiting for them to remember their PIN. Lots use cash, so it’s important they’re given the time to get the right cash out of their purse. We can serve other customers while we wait.”

In the next issue, the Retail Express team finds out how retailers handle difficult customers and complaints.

If you have any problems you’d like us to explore, please email charles.whitting@newtrade.co.uk