BENCHMARK FOR SUCCESS Improve your marketing and customer service with the IAA P13 & 15 23 APRIL-6 MAY 2019 betterRetailing.com
ACADEMY IN ACTION
15
Academy The Independent Achievers development (IAA) is a learning and to increase programme that helps in Action sales and profits. Academy like you are shows how retailers to use the working with our partners Academy’s advice.
Name: Amit Puntambekar Ash’s Shop (Nisa Local) Shop: Cambridgeshire Location: Fenstanton, 1,400sq ft Size: part-time Three full-time, six Staff:
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Amit has the basics in place, and with a few small tweaks he will see his average basket spend rise. Loren McErlean
TOMERS MARKETING TO CUS
23 APRIL-6 MAY 2019 STRICTLY FOR TRADE USERS ONLY
and Commercial Planning Strategy Manager Suntory Lucozade Ribena
of a 12-visit In the second part and category programme, the IAARIBENA partner LUCOZADE PUNTAMBEKAR SUNTORY help AMIT g to customers improve his marketin well can drive to their customers and loyalty RETAILERS who market them, and use promotions people to shop with spend. schemes to increase runs Ash’s Shop (Nisa Local) in challenges Amit Puntambekar . One of his biggest Fenstanton, Cambridgeshireabout deals and promotions excited store. Before is to get customers so familiar with his when they are already these criteria and finding out how benchmarking against how Lucozade Ribena Suntory read well you are doing, an action plan to fit his store’s needs. helped Amit develop
Want to see more?
Amit’s and to see more of improve your store For more on how to om/Academy-in-Action shop, go to betterRetailing.c
IAA ADVICE
1 Walk your shop think be used to help you This is designed like a customer
food-to-go offer near Amit currently has his challenge is how His the back of the store. communicate a meal he can introduce and deal offer to shoppers. a great store and space Loren says: “Amit has meal deals more he can use to promote address this might be to effectively. One way show stickers on items to by using coloured This will make it shoppers what is included. to shop.” easier for consumers items
to
shop 2 Benchmark your ticking all you see Use the checklist evidence of
below,
Making local people
WHY I TAKE PART on how effective an outside perspective key
I wanted to get working with a I’m hoping that by can learn to my marketing was. Ribena Suntory, we store. supplier like Lucozade our sales across the better and increase communicate what use promotional tools because if you cannot profits. Marketing is so important,will struggle to gain sales and drive you you’re doing in store,
Showing regular customers in store what else he offers
meal deal Communicating his offer to target shoppers
on meal deal ACTION Place stickers are included. to show what products
YOUR ACTION PLAN
but wants to make Amit has a digital screen, to increase his better use of it. He wants spend when they basket morning shoppers’ come in to buy newspapers. screens are an Loren says: “In-store the attention effective way to grab to increase way of shoppers. One by using moving engagement can be and tailoring images on his screen day.” of adverts to the time promotions ACTION Tailor digital-screen and use moving images. to the time of day
shop
your offer to your Communicating target shoppers schemes to Promotions and loyalty encourage spending and measuring it Planning for success
improve 3 Pick one thing to it this week and let
Marketing new products to customers
Write it down, implement get on using #IAA19 us know how you
try new products Amit ensures his staff so they can recommend when they come in challenge is how he them to shoppers. His a sales uplift. can convert this into ns are a great Loren says: “Recommendatio and increase sales. way to engage customers to local staff members Shoppers will listen reinforce this by placing they trust. Amit can cards around the staff recommendation Waterstones.” store, as they do in recommendation ACTION Create staff your store. and place them around
want to use your
in-store Attracting passers-by
cards
RS ATTRACT NEW CUSTOME
ing.com/IAA/benchmark Visit betterRetail how strategy and see to up your marketing 11 other categories. you can improve in
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