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Londis Conference 2013
Londis Conference 2013
Londis
branding expert Mike Hemingway, who enthralled everybody present with a fascinating presentation on the importance of the brand. Mike is one of the highest regarded people in branding around the globe, having previously worked on campaigns for brands as diverse as Kodak, Hugo Boss and Mars. His work on Pantene led to the brand’s worldwide market leadership, whilst more recently, Hemingway’s work on Dove’s ‘Campaign for real beauty’ led to immediate sales increases and pioneered new concepts in marketing. Hemingway’s captivating presentation demonstrated his passion for the importance of values, not just value, in building loyalty amongst consumers and as such he was well positioned to relate his speech back to the Londis message that ‘local matters’. He noted how the nature of what constitutes a brand has changed over time and that today’s successful brands are an “opinion about your category that your prime consumer finds important”. The brand expert left the audience with one final request; that we dream for our customers. Or has he very eloquently put it, “find the sorrow, be the joy”.
Leverages Local Matters
Local Matters was the theme of the 2013 Londis Conference, which saw the progressive Group focus on its role as community retailers across the country. CARTON House in Maynooth was the setting for the 2013 Londis Annual Conference and Retailing Excellence Awards. Attracting in the region of 350 guests, with Londis retailers travelling from all over Ireland, the theme of this year’s conference was ‘Londis, Local Matters’, renewing the Group’s focus on Londis as local community retailers. During his welcome address, Stephen O’Riordan, Londis Chief Executive, put it very simply: “For every Londis retailer, being local really does matter. Being truly local, we are boosting the local community, creating local jobs and keeping money in the local economy. We offer real choice, excellent value and friendly service to the local people upon whom we rely for a successful future in business.”
Norah Casey, Broadcaster and CEO of Harmonia, opened the conference with an inspiring exercise for delegates.
Taking Stock Following O’Riordan’s welcome to all the delegates gathered, the conference was officially opened by broadcaster and publisher Norah Casey, Harmonia CEO. Norah captured the attention of the audience right from the start with an engaging and interactive warm-up session. Norah’s key message focused on the importance of taking stock, whether personally or professionally, to ensure you are applying your skills as effectively as possible. After Norah’s engaging warm-up, David Berry, Commercial Director, Kantar Worldpanel, provided an overview of how consumers currently view the market. He highlighted the importance of the retailer in the sales process, as 75% of purchase decisions are made in-store, thus underlining the importance of key initiatives on the shop floor to help support sales.
indicating that shoppers have kept a tight hold on purse strings over the past five years, maintaining grocery spend against growing inflation. Of particular interest to Londis retailers was the growth of the basket shop, which has risen to 35% of shopping in 2013, compared to 29% in 2007, as consumers increasingly shop little and often. Berry used this statistic to reinforce the important role of local community retailers, essentially underlining the conference theme that ‘local matters’ when it comes to ‘little and often’ purchasing behaviour. While consumers are increasingly aware of what they spend, they are still prepared to spend more in order to buy a promotion. Berry highlighted that during a time when there is increasing pressure on retailers, the emphasis should be on selling more rather than less by increasing the number of items in the basket rather than discounting the items that are there already: the message being that the multi-buy remains an important promotional tactic for retailers.
Key Grocery Trends Berry also highlighted key trends in the grocery market,
What’s In A Brand? Berry was followed by world renowned and award winning
Local Like You Ruth Norton, Group Marketing Manager, Londis, spoke to retailers about how the new Londis brand position ‘Local Like You’ relates back to their everyday experiences with customers. She took the audience through the journey undertaken by Londis this year as it formed a new brand positioning and advertising campaign. At a time when consumers no longer choose between a butcher, a baker or a fishmonger but rather a multiple, a German discounter and a local store, Norton’s address recognised the vital contribution of Londis members to their communities. In her address, it wasn’t just ‘local matters’ which was the key message, it was also ‘together matters’. The work of every retailer, each of their team members and every member of the Group Support Office team combine to bring ‘local matters’ to life in-store. Norton also explained how in developing ‘Local Like You’, it was apparent very quickly that the most important people to deliver this message to consumers, were those donning the Londis uniform, day in and day out. It is every employee in every Londis store throughout the country who is the most important representation of the brand in the eyes of the consumer. This, she said, provided the motivation to the Group Support Office team to renew and re-energise the vital role of customer service in a retailer’s success within
Jonathan Gillan, owner of Gillan’s Londis, Castleknock, Dublin 15, proudly accepts his well-deserved Londis Overall Store of the Year Award 2013 from Marty Whelan, Master of Ceremonies, and Stephen O’Riordan, Londis Chief Executive. Gillan’s also took home the award for Londis Foodmarket Store of the Year 2013. Canavan’s Londis, Inch, Co. Wexford, were proud recipients of the Londis Convenience Store of the Year at the 2013 Londis Retailing Excellence Awards Ceremony. Pictured accepting the award from Marty Whelan and Stephen O’Riordan are Catherine and Martin Canavan, with Store Manager Caroline Doyle. Margaret Molloy is pictured accepting the Group Support Office Employee of the Year Award 2013 from event MC Marty Whelan and Stephen O’Riordan.
Pictured accepting the Customer Service Store of the Year award are Maura and Ray Keating, Keating’s Londis PLUS, Cobh, Co. Cork, with staff member Dionne McSweeney, who was also a nominee in the Londis Store Employee of the Year category. Keating’s also took home the prestigious Londis Supermarket Store of the Year Award.
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Londis Conference 2013
Londis Conference 2013 the Group.
Stephen O’Riordan discusses tactics with Former Irish Rugby International Keith Wood.
Chief Executive of Londis, Stephen O’Riordan with former Irish International rugby player Keith Wood and ADM Londis Chairman, Leo McCauley, at the 2013 ADM Londis Retailer Conference in Carton House, Maynooth.
Pictured are (l-r): Norah Casey, Harmonia CEO, Ruth Norton, Group Marketing Manager, Londis, and Keith Wood, former Irish rugby international.
AWARD WINNERS
Customer First Following this, Norton formally launched the Group’s new ‘Customer First’ programme, which is to be rolled out in Londis stores nationwide. With this new programme, Londis is tapping into what differentiates locally owned and managed Londis stores from larger multiples and discount stores. The programme will help each retailer to demonstrate just how much they care about the community of which they are a part and the local people that they serve. Essentially, it encourages retailers and their employees to use their own local knowledge to deliver a level of personal service which is unsurpassed within their local communities. Wood’s Wisdom Finishing up the morning’s proceedings was former Irish international rugby captain Keith Wood, who took part in a live interview with MC Norah Casey. Keith Wood was capped 58 times for Ireland and five times for the Lions, winning the inaugural IRB World Player of the Year 2001. Wood discussed the highs and the lows of his rugby career and demonstrated what it taught him about business, particularly in relation to performing in a tough environment. Wood spoke about how although rugby has changed since his retirement, the principles remain the same and they tie in with the principles of retailing. “Everything said at today’s conference has been about values,” Wood stressed. “It hasn’t been about profits, which are talked about too often sometimes. I believe that if you have the right mindset and you can deliver on it, then you can make it a success.” A quick Q & A followed, before a superb trade exhibition featuring over 50 suppliers was officially opened.
Overall Store of the Year
Foodmarket Store of the Year
Supermarket Store of the Year
Convenience Store of the Year
Gold Retailing Excellence Awards
Griffin’s Londis, St James’ Hospital, Dublin 8 Fahy’s Londis, Batterstown, Co. Meath Meehan’s Londis PLUS, Glenamaddy, Co. Galway McDermott’s Londis Clonmel, Co. Tipperary Hanley’s Londis PLUS, Station Road, Co. Mayo Londis Maynooth, Co. Kildare
Gillan’s Londis, Castleknock, Dublin 15. Keating’s Londis Plus, Cobh, Co. Cork.
Gillan’s Londis, Castleknock, Dublin 15. Keating’s Londis Plus, Cobh, Co. Cork. Canavan’s Londis, Inch, Co. Wexford Byrne's Londis, Aughrim, Co. Wicklow Londis Texoil Service Station, Monaghan Londis Adare, Co. Limerick Gillan's Londis PLUS, Summerhill, Co. Meath Timothy's Londis PLUS, Abbeytown, Co. Roscommon Martin's Londis, Enniscorthy, Co. Wexford Cunningham's Londis PLUS, Ballyhaunis, Co. Mayo Griffin's Londis, Grafton St, Dublin 2. Hanrahan's Londis, The Faythe, Co. Wexford Roche's Londis, Doneraile, Co. Cork Browne's Londis, Kilcock, Co. Kildare Doyle's Gorey Service Station, Co. Wexford Griffin's Londis, New St, Dublin 8 Griffin's Londis, KCR, Dublin 6W Griffin's Londis, Adamstown, Co. Dublin Griffin’s Londis, 14-15 Lwr O'Connell St, Dublin 1 McGoldrick's Londis, Dromahair, Co. Leitrim Patterson's Londis, Foxrock, Co. Dublin Shiel's Londis PLUS, Malahide, Co. Dublin Gillen's Londis, Dublin Rd, Trim, Co. Meath Dillon's Londis, Fethard-on-Sea, Co. Wexford Flynn's Londis, Gardiner St, Dublin 1 Marshall’s Londis PLUS, Mullingar, Co. Westmeath Hynes' Londis, Miltown Malbay, Co. Clare Kelly's Londis, Milltown, Co. Kerry Mattimoe's Londis, Naas, Co. Kildare O'Brien's Londis, Larkin's Cross, Co. Wexford Burke's Londis PLUS, Kinvara, Co. Galway Londis Cleaboy, Co. Waterford Aherne's Londis, Thurles, Co. Tipperary Sheehan's Londis, Parkgate St, Dublin 8 Brodigan's Londis, Quay St, Dundalk, Co. Louth Kearney's Londis, Castletroy, Co. Limerick Over 50 suppliers participated in the Londis Annual Trade Show, which provides an opportunity for brands to showcase new product lines and category innovations.
The Conference also featured the presentation of the ADM Londis Store of the Year Awards 2013, which saw Gillan’s Londis, Castleknock, Dublin 15, named the Overall Londis Store of the Year 2015. See Panel opposite for full list of winners.
Silver Retailing Excellence Awards Hanrahan's Londis, Piercetown, Co. Wexford Corrigan's Londis , Oulart, Co. Wexford Hiney's Londis, Crossmolina, Co. Mayo Corrigan's Londis, Kilmuckridge, Co. Wexford Grace's Londis PLUS, Loughrea, Co. Galway Griffin's Londis, Lwr College Green, Dublin 2 Lowe’s Londis Service Station, Grange, Co. Sligo Griffin’s Londis, Sandyford, Co. Dublin O’Shea’s Londis, Campile, Co. Wexford Griffins Londis, Fonthill, Dublin 22 Boggan’s Londis, Rosslare, Co. Wexford
Gillan’s Londis, Castleknock, Dublin 15. Canavan’s Londis, Inch, Co. Wexford
Bronze Retailing Excellence Awards Londis North King St, Dublin 7 Griffin’s Londis, 36 Upper O’Connell St, Dublin 1 Londis Ballyfermot, Dublin 10 Donegan’s Londis, Kilbeggan, Co. Westmeath Londis Texoil Service Station, Tulsk, Co. Roscommon Londis, Navan Road, Trim, Co. Meath Hughes’ Londis PLUS, Mountbellew, Co. Galway McGivern’s Londis, Inchicore, Dublin 8 Kerrigan’s Londis, Kilcolgan, Co. Galway Fruit & Veg Store of the Year 2013 Gillan’s Londis PLUS, Summerhill, Co. Meath Deli & Hot Food Store of the Year 2013 Londis Station Road, Adare, Co. Limerick Food Safety Store of the Year 2013 Roche's Londis, Doneraile, Co. Cork Off Licence Store of the Year 2013 Shiel’s Londis PLUS, Malahide, Co. Dublin News & Mags Store of the Year 2013 McDermott’s Londis, Clonmel, Co. Tipperary Customer Service Store of the Year 2013 Keating's Londis PLUS, Cobh, Co. Cork Store Employee of the Year 2013 Geraldine Eivers, Marshall's Londis PLUS, Mullingar, Co. Westmeath Group Support Office Employee of the Year 2013 Margaret Molloy Chilled Supplier of the Year 2013 PRM Warehouse Supplier of the Year 2013 Mars Ireland Central Billing Supplier of the Year Groomes