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The magazine exclusively for

Retailer Issue 54 july/aug 2019

retailers

Don’t miss

Make wine a winner How to maximise sales in the wine category

Easy as 1, 2, 3 Follow our essential rules of retail

Your secret weapon Use own brand to stand out from the crowd

Are you planning for profit? See your sales soar with our indispensable guide to the everyday products your customers most want and need

Plus. . . success stories n industry news n latest must-stock products n retail advice


® Registered Trade Mark.

STOCK UP TODAY!


Welcome… Lifestyle Retailer is published six times a year by The Bright Media Agency, The Old Bank, 2 Cross Street, Enderby, Leicestershire LE19 4NJ on behalf of Unitas Wholesale. For UNITAS

Stuart Johnson For The bright media agency

… to the July/August issue of Lifestyle Retailer, a bumper time for convenience retailers as customers flood in, in search of barbecue essentials, refreshing soft drinks and those all-important chilled beers, wines and ciders. This issue is bursting with advice to make your life easier and your store more profitable. When you run a busy store it’s all too easy to forget about taking a step back from the daily routine.

Head of Design Emma Bramwell

the hotter days, it pays to stock up on frozen

Staff Writer Rosie Bambury Photography Caters Photographic

treats, so our guide on page 23 has top tips on what you should have in your freezer, from the classic favourites to the latest NPD, as well as essential advice on where to place your freezer and how to spread the word about your range. On page 43 we take a closer look at the wine

Artworker Chris Gardner

category, a huge seller over summer as customers

Head of Sales Adam Turner

head off to parties, barbecues and get-togethers.

Publisher David Shaw To advertisE

Please contact Adam Turner: 0116 296 0214 or adam@thebrightmedia agency.com

The latest Plan for Profit guide is out in August. Make sure you get your essential guide to the grocery, non-food, chilled and frozen categories.

make sure your store delivers the wow factor from first impression to last. To make the most of

Content Editor Kate Feasey

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Be informed

On page 48 you’ll find suggestions for how to

Editor Stephenie Shaw

Designer Rafaela Aguiar-Hill

Stuart’s steps to sales success this summer

It can be tricky to get your range right, but follow our guide and you’ll be thrilled with the results, as will your customers. Find out about our latest Plan for Profit guide, out soon, on page 29. We’ve done the hard work, listing the bestselling products

To DISCUSS EDITORIAL

at a variety of price points so

Please contact Stephenie Shaw: 0116 296 0133 or stephenie@thebright mediaagency.com

you have exactly what your customers want and need. Have a fantastic summer!

Disclaimer: All prices listed are correct at the time of going to press but may be subject to change.

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Bank holiday sales

For many, the long August bank holiday weekend means barbecues, picnics and get-togethers. Make sure you have all of the products your customers will be looking for, from burgers to bread rolls, and beers to bags of crisps.

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Water, water, water

As the temperature soars in August, make sure you stock up on bottled water. While it’s tempting to put them all in the chiller, make sure you leave some bottles on display that are room temperature, which some customers may prefer.

get in touch… Stuart Johnson Retail Controller, Unitas Wholesale

email us at lifestyleretailer@ thebrightmediaagency. com

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CELEBRATE BIG SALES WITH PROMOTIONAL PREMIER LEAGUE PACKS PLUS GIVE YOUR CUSTOMERS A CHANCE TO

Enter between 08.07.19 – 01.09.19. GB 16+ (U18s need parental consent & adult attend). Online registration & StreetGames project vote req’d. To enter find your unique code on or within promotional packs & visit coke.co.uk/football. 8 weekly draws each Monday 15.7 – 2.9.19 for 6 pairs of PL home tickets/club/week. 960 pairs total + £50 travel. Max 5 entries a day & 1 win/person. Bonus draw for 1 pair of PL home tickets & £50 ends 13.10.19. Excl. apply. FULL T&Cs: coke.co.uk/football. Promoter: Coca-Cola Great Britain, 1A Wimpole Street, London W1G 0EA. © 2019 The Coca-Cola Company. All rights reserved. COCA-COLA, DIET COKE, COCA-COLA ZERO, FANTA and SPRITE are registered trademarks of The Coca-Cola Company. OASIS and DR PEPPER are registered trademarks of European Refreshments.


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The latest must-know news and products in the industry

15  seasonal: back to school Get one step ahead and have everything your customers need for the start of the new school year

18 store profile

Damanpreet Singh Arora took a chance on a run-down store and is now reaping the rewards

23 seasonal trends: ice cream Stock up and be ready for impulse buys on hot summer days

29 plan for profit

The lowdown on Plan for Profit and why you need to use it to make every inch of store space work

35 guide to social media Advice on how to get an effective online presence

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Contents

The Gro cery & Non guide for the inde food category penden t retailer

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Grocery Non Fo & od 2019

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43

Download

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ofit.co.uk

forprofit.co.uk

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www.plan the app | Visit

48 Do’s and DOn’ts of retail Make the first, and last, impressions of your store count

50 next issue

What to look out for in your September/October issue

38  o wn brand

Unitas Wholesale’s fantastic own-brand range

43  category focus: wines Getting to grips with the wine category and maximising its potential for your store

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o t d e e n ow kn

latest e h t h t i ate w d o t str y p u d n i e Stay u h on in t s g n i o g

are you cashing in? A study by UK Finance has shown more customers are using cards to pay for goods instead of cash. Cash is still the second most popular payment method, used for 28% of all payments. Debit cards are now used for 38% of transactions and one in five used contactless methods of payment. The figures show that older customers are embracing the convenience of this technology with 61% of over-65s making contactless payments in 2018. Overall, 69% of adults in the UK now use contactless payments. The research also found that 16% of UK adults are

now registered for mobile payment services such as Apple Pay and Google Pay. Stephen Jones, Chief Executive of UK Finance, said: “The same pick ‘n’ mix approach people now take when it comes to music, television or the news is expanding into payments, as consumers take advantage of new technologies to pay in a way that suits them. “However, technology is not for everyone and cash remains a payment method that is valued and preferred by many, so maintaining access to cash will be vital to ensure no customer is left behind.”

Lookr… o f t u o A mix of new products to add a tropical feel to your shelves this summer

In less than a year, retailers will no longer be able to sell plastic straws, drink stirrers or cotton buds. If you sell drinks with straws or stirrers, now is the time to look for plastic alternatives. Bamboo, wood and paper are options. Make sure they are in place before April 2020, when the law comes in.

Get fruity Haribo has added two limited edition varieties to Starmix and Tangfastics. Starmix with exotic fruit flavours includes a mango heart and a passion fruit bear, while Tangfastics with wild berry flavours includes a blueberry and elderflower dummy and a cherry crocodile. Each is available in 140g bags retailing at £1.29.

Less is more Smirnoff Infusions is a new spirit drink made with Smirnoff No 21 Vodka infused with real fruit essence. It’s designed to be mixed with soda to create a lower-calorie option. The two variants are Orange, Grapefruit & Bitters and Raspberry, Rhubarb & Vanilla.

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to d e e n ow kn

Source: Populus survey commissioned by A Plastic Planet

is it time for a ‘Plasticfree aisle’in your store? According to a recent survey, a staggering 91% of UK adults would back the introduction of grocery aisles with only products free of plastic packaging. A Plastic Planet co-founder Sian Sutherland said: “It’s becoming clear the British public wants a fresh alternative to goods laden with plastic packaging as too much plastic waste ends up in oceans and landfill.

“Consumer demand for products that generate less plastic waste is higher than ever. A plastic-free aisle would help supermarkets meet the needs of shoppers who are fed up of buying products covered with layers of throwaway plastic.” With this in mind, could you look at offering local or fresh produce without plastic packaging to tap into this rising demand?

union calls for higher rate of minimum wage The Low Pay Commission is taking evidence ahead of making recommendations to government about new National Living Wage and National Minimum Wage rates to be introduced in 2020. Usdaw, the shopworkers’ trade union, is calling for a number of measures following a survey of its 10,000 members, including an immediate first step of lowering the “unjustifiable” 25-year-old threshold to 21. It also says the interim youth rates for 16-17 year olds and 18-20 year olds must have a percentage

increase at least in line with the National Living Wage to make up for previous years’ rates. Usdaw also believes the Apprenticeship Rate should be immediately raised to the same level as the youth rate and abolished in the longer term to reduce the risk of workers being exploited. Paddy Lillis, Usdaw General Secretary, said: “Going to work should mean a decent standard of living for all workers, not least young workers. Under 27s are more likely to be paid less than older colleagues, even when doing the same job.”

New research from the GMB union has shown that a family’s weekly shop could soar by more than £800 a year if the UK leaves the EU with ‘no deal’. The products that look set for a price rise include cheese (up 27%), potatoes (up 14%) and red wine (up 32%). Lookr… o out f Great for gifting Nestlé is launching Aero Bliss, a box of individually wrapped Aero chocolates in three flavours: Milk Chocolate, Salted Caramel; and a Mixed Selection, which includes praline flavours. Aero Bliss retails at £3.66; 144g box.

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Premium tipples Tanqueray London Dry Gin & Tonic (6.5% abv) and Tanqueray Flor de Sevilla Gin & Tonic (6.5% abv) are available for those looking for a premium ready-to-drink taste of summer. Available in 4x275ml packs and 275ml single-serve glass bottles: RRP of £10 and £3 respectively.

Drink to that Mars Chocolate Drinks & Treats has added a new Twix milk drink to its range. It comes in a 350ml price-marked on-the-go bottle (£1.29), featuring a combination of the biscuit, caramel and milk chocolate flavours of a Twix bar. Store the new Twix milk drink in the chiller but the product can also be stored outside of the refrigerator, allowing for an extended shelf life.


PASS THE WITH A PINCH OF TASTY PROFIT

WE’RE SET TO LAUNCH A WHOLE NEW FLAVOUR. GET READY TO ROCK NEW SALTED CARAMEL M&M’s IN YOUR STORE THIS SUMMER. Flavour rotation SKUs deliver constant sales peaks – increasing penetration into the chocolate category Caramel is the most popular flavour in Every Day Consumption - Salted Caramel is a major trend at +32% growth in chocolate Influencer support campaign – set to reach millions!

STOCK UP NOW. MEET DEMAND! © 2019 Mars or Affiliates.


o t d e ne ow kn

If you only do one thing…

essential reading Association of Convenience Stores (ACS) has worked closely with Surrey/ Buckinghamshire Trading Standards to create essential food-to-go advice for retailers to help them understand the food safety and hygiene laws that apply to their business. The brand-new Food Safety and Hygiene guide provides essential guidance. ACS Chief Executive James

Lowman said: “Thousands of convenience stores are increasing their range of food-to-go and freshly made products and food safety is extremely important to every store selling food. ACS works with trading standards to provide Assured Advice on food safety and we welcome this new guidance from the FSA providing clarity on recalls and withdrawals.”

As part of Swizzels’ Fun in the Sun competition, retailers who purchase three cases of its £1 PMP hanging bags and text their details to the company will be entered into a prize draw to win a family summer holiday.

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Breakfast like a king Belvita Seeds & Berries is making its debut in two flavours: Raspberry & Chia Seeds and Blueberry & Flax Seeds. Both will be available in boxes of six three-biscuit packs (RRP £2.79 each). Belvita is also launching its first reducedsugar breakfast biscuit with 30% less sugar (RRP £2/box).

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James Lowman at Association of Convenience Stores talks about changes in wage rates

In a time of political change, one of the key concerns that we hear from retailers is about changes in wage rates. We keep hearing aspiring prime ministers talking up minimum pay rates, but behind the soundbites there’s a detailed debate about the evidence of the costs of benefits associated with higher minimum pay rates. It is vital that the voice of the convenience sector is heard in those debates and that the impact of rising wage rates is taken into consideration. We recently submitted evidence to the Low Pay Commission’s consultation, which was seeking evidence to inform its recommendations to government on setting the National Living Wage and

The power of pink Malibu has launched Fizzy Pink Lemonade; a sparkling blend of pink lemonade, coconut and Caribbean rum (250ml cans; RRP £1.80 each). “The power of pink continues to influence alcoholic drinks,” said Philip Ainsworth, Pernod Ricard UK Marketing Director.

Minimum Wage rates for 2020/21. The reason why providing good evidence is especially important this year is that the government has also been looking at the future remit of the Low Pay Commission to determine how wages will be set after 2020. Up to that point, wages are scheduled to reach 60% of median earnings, but beyond this it is a blank slate for the introduction of new policies and targets. In our submission, we have again called on the government to ensure that rate increases are set at a moderate level based on objective economic analysis, with consideration about how changes in policies and targets impact businesses.

Not– so guilty pleasure Cadbury Hot Chocolate has launched its first reduced-sugar variant. Cadbury Hot Chocolate 30% Less Sugar (280g jar; RRP £2.49) is made with no artificial sweeteners and is available in cases of six.


Do you stock the Nation’s Favourite?

Coming on pack and on promotion in P12

No.1

No.1

No.1

In-home cuisine is Italian

Italian brand is Dolmio

Bolognese & Lasagne SKUs are Dolmio

*

**

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Source: *Kantar 2017. **Based on Nielsen RMS data for the Italian Wet Cooking Sauce segment for the 12-month period ending on 20-04-2019 for the UNITED KINGDOM total retail market (Copyright © 2017, Nielsen). ©/®/™ Design Mars 2019.


new fund pays for police patrols UK police forces are increasing patrol hours to help tackle violent shop crime as part of the final allocation of a £100 million fund. Home Secretary Sajid Javid has allocated the fund to 18 police forces, including the Metropolitan, West Midlands, Greater Manchester and West Yorkshire police forces. A Met Police spokesperson said: “We will be asking our officers to work even longer hours through overtime in the short term to increase our presence on the streets even further.” Merseyside Police Chief Constable Andy Cooke added: “It will mean additional patrols at key times and increased visibility to keep communities safe and put violent criminals on the back foot.”

Lookr… o out f Small packages Mondelez is extending its Joy Fills portfolio with the launch of smaller 75g packs. Available now, the new range (RRP £1 each) comes in two flavours: Oreo Vanilla Creme and Cadbury Milk Chocolate Crème.

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crime: tell your story We all know that violence and abuse in convenience stores is a problem, and for many retailers a regular occurrence. However, the figures reported aren’t telling the full story as so many retailers aren’t reporting incidents of crime. They also don’t tell the story of the effect each incident has on those running and working in stores. Threats, abuse and violence can be life changing. Association of Convenience Stores (ACS) wants the Home Office to

83%

of staff in convenience stores have experienced verbal abuse over the past year

68% 3

involved a knife, where a weapon was present top triggers for aggressive or abusive behaviour are challenging shop thieves, enforcing an age-restricted sales policy and refusing to serve drunk customers

Gin’s a winner Hot on the heels of its success with fruit cider, Kopparberg is launching Mixed Fruit Premium Gin (37.5% abv). The gin is infused with juniper, lemon zest and coriander as well as as raspberry and blackcurrant flavours and will be available to independents from August, with an RRP of £20 per bottle.

understand the issues facing retailers. “This is an important opportunity to get involved with something that could have a direct influence on future government policy and, potentially, police and justice system priorities,” said ACS Chief Executive James Lowman. “It’s also important to note that this call for evidence is not just aimed at retailers. If you’ve had no experiences directly yourself but your staff have, the Home Office still wants to hear about them.”

How to respond

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Visit ACS.org.uk/ lobbying and click on the button to fill in the survey, which contains the questions asked by the Home Office about violence and abuse. Email your story of these types of crime committed in your store to the Home Office directly at retailcrimeconsultation@ homeoffice.gov.uk. Send ACS a video message. Share your experience of violence and abuse in store by filming yourself or your staff and send it to ACS online.

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Source: ACS Crime Report 2019

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Vegan offer expanded Goodfella’s is expanding its vegan offer with the introduction of a new Stone Baked Spicy Vegetable Salsa pizza (RRP £2.50 each). The new variant follows the brand’s vegan debut in April 2018, which generated £1.98 million in retail value sales (Nielsen, Total Coverage, Value Sales, 52 w/e 23.02.19).


seasonal

The kids are heading back to school, so make sure you’re ready for the new term with everything they, and their parents, need

A

s many of you will know, being a parent is no mean feat. Juggling children, work and a social life means that sometimes something has to give. Preparing tasty, nutritious and cost-effective packed lunches at the start of the week can often be a difficult task. So, as the kids make their way back to the school gates again your store will be a lifeline to those parents looking for a quick midweek solution.

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seasonal

93%

Don’t make a meal of it Sandwiches are the most obvious lunchtime option for you to focus on in store. A survey by Statista revealed that a whopping 93% of parents will send their children to school with sandwiches, making this a key category for you to focus on.

of parents send their children to school with sandwiches

Snack in a box In addition to the contents of the traditional lunchbox, children also need appealing snacks. According to Statista, 30% of parents give their children a cheese snack to take with them to school in their lunchbox, so it pays to stock up on cheese options. However, if your store is situated near a high school where children are able to pop in, you’re likely to get them splashing out their pocket money at breaktime and you can guarantee they’ll opt for less healthy treats.

Stock up o n 4 Sliced brea d – wh ite, wholemeal and br ow n 4 Pitta breads

4 Wraps 4 cheese

4 Utterly Butter ly

Sp read 4 H  ellmann’s real ma yo nnaise 400g 4 J  ohn west tu na ch unks in brine 145g 4 Princes corned beet 340g

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ers lea Du nk 4 Dai ry rigi na l ri ngs O 4 Cheest g) 4 pack (80 rs CakeS Ba 4 Jaffa t 4 Kit Ka Mi l k 4 Dai ry er Mu nch 4 Mo nst os 4 Dorit

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Keep it fresh Healthy eating has been high on the agenda in recent years, with parents more and more frequently opting to replace chocolate with healthier snacks and sugary drinks with water. It’s important to stock a good range of healthy options in store so that parents can quickly purchase a healthy lunchtime option or snack for their little ones. Research by Statista has revealed that 81% of lunchboxes include fresh fruit and 46% contain a bottle of water. So, if there’s space in store, try to stock the traditional favourites such as apples, bananas and pears, and have a good range of water – both plain and flavoured. Sports caps are popular with children as they’re easy to drink while on the move from one lesson to another or during sports activities.

Make a note Parents and children alike will be on the hunt for stationery in the lead-up to September. If you’ve got space, stock up on notepads, pencil cases, pens, pencils and colouring pens. Use in-store signage for parents who might not realise you stock these and remember to use social media to your advantage by advertising your stock on there too. Think about novelty erasers and sharpeners and place them where they can’t be missed. Visit planforprofit.co.uk to find stockists.

Why not try? 4 Apples 4 Bananas 4 Grapes

t ri–grain  ellogg’s nu 4 K rry (37g) bars st rawbe rawberry & 4 Alpen Bar st ) yoghu rt (37g er l mi neral wat 4 Volvic stil (500ml) ) water (500ml 4 Su nsp ri ng

81%

of lunchboxes include fresh fruit

And relax Don’t forget the parents who’ll be returning to the school run for the first time in weeks and who could be passing right by your door. If you offer hot drinks and pastries, why not entice parents in with a multi-buy ‘back to school’ treat? Shout about your offers on social media and on posters in your window or outside your store, and don’t forget about the upselling opportunities with prompts for magazines, newspapers, biscuits and confectionery.

Head to the Plan for Profit website for more information on what exactly to stock: planforprofit.co.uk

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store profile

taking a chance When Damanpreet Singh Arora spotted a run-down, unloved store right on his doorstep in the West Midlands, he knew he could turn it around with some hard work and expert advice

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t was only at the beginning of 2019 that Damanpreet Singh Arora took over his store on Stourbridge Road, Dudley, and in that time he has transformed it. “The store was old-fashioned, dark and run-down,” he said. “It had very little stock and it was obvious that the owners were struggling with the business.” While many would have been put off by a failing store and the big job ahead to transform it, it’s clear Damanpreet was far from daunted. “The location was great and the store itself was a good size, so I could instantly see that I could make a real difference, both to the store and to the local area.” The store had previously been an independent store with a real mixed bag when it came to stock. “The store had all sorts of products but not many of the leading brands and no real own

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store profile

“I worked with the Lifestyle Express team and their advice has been excellent”

brand,” said Damanpreet. “It didn’t feel like it had an identity and I knew that had to change.” Faced with the challenge of creating a store that customers would want to shop in, Damanpreet knew he would benefit from expert advice, so he began to look for a fascia group who would support him. He talked to several but decided on Lifestyle Express, having met with some of the team. “I knew exactly the type of store I wanted to create,” he admitted. “From the very beginning, it was obvious that the Lifestyle Express team understood and could help me achieve it.” The store had a complete refurbishment, replacing everything from shelving, chillers and lighting to a full fascia outside, which instantly attracted attention locally. However, Damanpreet knew that just changing the look of a store wasn’t enough.

“A nice-looking store won’t succeed if you don’t have the right products,” he said. “I worked with the Lifestyle Express team to merchandise the shelves and their advice has been excellent. I started with the core range to make sure that I have all the bestselling products that customers will be looking for and then over time I’ve added to it.”

Brands and own brand is winning mix The layout means the store is easy to shop and Damanpreet has made the most of this with eye-catching signage and clear, uncluttered shelves. However, it’s his stock that really catches his customers’ eyes. He has all the bestselling brands alongside a strong own-brand offer, which is incredibly popular. For Damanpreet, it quickly became obvious that his most

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store profile

“I always support new products as I know my customers will want to try them”

popular categories would be crisps, snacking, confectionery, soft drinks and alcohol, and so he has focused on those, giving them more space in store to maximise sales. “Confectionery in particular is really popular in store, so I’m always adding to my range as my customers are always looking for new and different products. I always support new products that launch as I know my customers will want to try them and depending on how well they sell, I’ll either continue them or try something new.”

Being responsive reaps rewards This approach is working well for Damanpreet and it means his shelves are continually evolving with the bestsellers and extended ranges. Word has spread locally that if there’s a product he doesn’t stock, by the next day he’ll have it in, and this is attracting lots of new customers into the store. In fact, some requests have led to 20

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some surprising additions to his range, such as bottles of Moet and a section devoted to toys and remote-controlled cars. “Customers love how responsive we are and how we take their lead,” he said. “As a result, I’m still seeing new faces even six months since opening. People come in and say a friend or family member has recommended they pop in and then I begin to see them every few days, which tells me I’m doing something right.” And it’s clear from his bottom line that this is indeed a success story: “When I first took over, I was making around £3,000 per week. In just a few months this is already closer to £10,000 and is still rising.” As for future plans, Damanpreet is adamant he wants to continue improving: “I just want to make sure my customers stay happy. I’ll keep a close eye on the products they want and keep adding new ideas as I go and, hopefully, my footfall and sales will keep increasing.”


seasonal

Get the s

p

co o

The temperature’s rising and customers want to cool down, so make sure your store is the local destination for impulse ice cream buys

O

h, summer. The sky’s blue, the birds are singing and with the soaring temperature comes the large stampede of customers looking to purchase your ice creams. Well, that’s the plan anyway. According to Nielsen, more than a quarter of retail ice cream sales take place in independent stores and ice cream as a whole is worth a staggering £255 million in the UK convenience channel. The scorching summer of 2018 was one that won’t be forgotten in a while, with retailers’ ice cream sales up 17%. Now, we can’t promise the weather will be as generous this year, but it doesn’t hurt to plan ahead and prepare either way. Ice creams see a significant boost in demand over the summer season as people flock to chillers across the country to keep themselves cool. During the summer, ice cream is one of the most impulsive categories, so it’s vital you have the choice your customers of all ages will be looking for. Stock up on the traditional favourites such as Magnum, Feast, Mini Milk, Calippo and Cornetto, but also make sure you leave space for new products.

To take home…

Ice cream tubs are worth

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seasonal

one for the road… Handheld ice creams are worth

£564m

Place an ice cream freezer near the front of the store so shoppers can find it quickly

Icely does iT: Our steps for success

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Customers can be put off buying if your freezers aren’t spotless, so make sure they’re cleaned and defrosted regularly. If possible, place a freezer near your store entrance so that customers can find it easily. According to SIG data, not placing your cabinet in an impulse hotspot could reduce footfall to the ice cream fixture by up to 75%. Make it obvious to passing trade that you sell ice cream

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by using attention-grabbing POS material. Keep a beady eye on your stock levels, especially at peak times such as lunchtimes and during the afternoon rush hour, as customers may head elsewhere if they can’t find what they’re after. Remember the customers who will be occasion shopping. If you spot a customer who’s clearly stocking up for a barbecue, ask them if they’ve remembered to pick up some ice cream too.

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invest for success Capitalise on the warmer weather by investing in a slush machine or a whippy machine and secure yourself high margins. Although the initial price may sound steep, retailers have reported seeing excellent profits as a result. Speak to a member of the Lifestyle Express team for advice tailored to your store.


DELIGHT IS WHERE YOU MAKE IT. TAKE THE FIRST SIP AT

SANPELLEGRINOFRUITBEVERAGES.COM


SQUEEZE OF

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Brand-new Plan for Profit guide, out in August issue 54 2019

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feature

Find out more at planforprofit.co.uk

T

he brand-new essential Plan for Profit guide is coming out in August, and this time it focuses on the all-important Grocery and Non-Food categories.

First of all, what is Plan for Profit? Plan for Profit is an invaluable guide for independent retailers. It is designed specifically for them using sales data from leading suppliers and a network of wholesalers to provide an essential product range that is guaranteed to meet the needs of your customers. The brand-new guide features the grocery, non-food, chilled and frozen categories. There are three Plan for Profit guides each year, produced by Unitas Wholesale. The 2019 Impulse category guide was launched in March this year and the Licensed guide will be launched in October.

How will it help me? The products listed in the guide make up your core range. This should provide you with the perfect starting point – if you stock everything in this guide, you will be providing what your customers want and need. Once you have the core range complete, you can then build on this to reflect your customers’ preferences, local products and new launches to capture their attention. In addition to core range and extended range guidance, the guide also includes expert advice, planograms and invaluable insight across key categories including biscuits, hot beverages, cereals and baby products.

Where can I get it? The new must-read guide will be available in a number of ways. Call into your nearest Unitas Wholesale depot and grab a copy, or visit planforprofit.co.uk or download the Plan for Profit app.

DOWNLOAD TODAY More than 8,400 users are already benefiting from the Plan for Profit app, which has established itself as the must-have tool for retail businesses looking to thrive in this highly competitive sector. Download the Plan for Profit app for FREE today to be able to access: n core and extended range guidance nP  OR calculator – including cash POR value n the latest brand-new products to launch n details of exclusive deals near you using the online deal finder. So what are you waiting for? Visit the app store now and download the Plan for Profit app.

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feature Total snacking is worth in the UK and it’s growing

£11bn

76%

of biscuits are purchased

24%

to eat at home, while of biscuits purchased are to

eat now

(IRI Total Convenience Jan 19)

£500

is spent on snacking

every second

99% of the UK population buys

Biscuit shoppers spend more time in your store they spend

AND

more money!

More than

7m 48s v 4m 12s

some form of snack

(him CTP 2018)

£13.29

£6.50

Make the m st f biscuits

A third of biscuit-eating occasions are combined with a cup of tea

Everyday biscuits and everyday treats are the main footfall drivers in the biscuit category

(Biscuits in Britain, 2017)

(Kantar World Panel)

If you get your stock right, biscuits can mean big business and sweet profits for retailers, so check your Plan for Profit guide to make sure that you’re stocking the bestsellers

47

The average biscuit shopper buys biscuits

times each year and on average purchases packs each time

2

The biscuit category is worth in the convenience sector; the category last by year

£277m grew 3.7%

(Nielsen 2019)

(IRI Total Convenience Jan 19)

Savoury biscuits account for of the category, so they should have roughly

of healthier biscuits are consumed before lunchtime, with breakfast biscuits a significant proportion of this

18%

18% of your fixture space (Nielsen March 19)

32

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62%

Check that you’re stocking the bestselling biscuits in the brand-new Plan for Profit guide, out in August in depot, online and via the Plan for Profit app.


feature

Social butterfly

Use social media effectively to shout about your store and stand out from the competition in your area. Not sure how to get started? Well, you’re in luck because here’s our handy guide

S

ocial media gives you the perfect platform to speak to your customers and the potential to raise awareness of your store and advertise your promotions for free without relying on people to even enter your shop. What could be better than that? Independent retailers have been embracing social media more and more over the past few years and many have reported seeing a marked increase in

footfall and profit as a result. But the world of social media can seem a little bit scary if you’ve yet to dip your toe into the water, so we’ve gathered together a step-by-step guide to help you get started.

Step Pick your platform

1

You’ll most likely already know about the various social media platforms available. Facebook, Twitter, Snapchat and Instagram are the

big players in the market, but that doesn’t mean you need to be on all of them. We recommend Facebook as a good platform to get started with, and many Lifestyle Express retailers have experienced success in using it to reach customers. When deciding which platform or platforms to use, decide how much time you have available to dedicate to social media; it is far better to pick one or two platforms and do them well than to stretch yourself too thinly.

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feature

Step Create a page

2

If you do choose Facebook, it’s best to create a business page for your store rather than a personal profile. To do this, head to facebook.com/pages/create, click to choose a page type, fill out the required information and then follow the on-screen instructions. It’s very easy and should take no more than five minutes.

Step Join the community

3

Once you set up your page, start spreading the word by telling your customers, family and friends and ask them to like your new page and share posts. You can then begin building follower growth by targeting local potential customers. You can increase interest by incentivising likes and shares. For example, you could offer a prize to the 100th follower of your page. A free pizza, bottle of wine or £5 worth of groceries 36

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goes a long way to getting you more interaction online.

Step Push your products

4

Now you’re in a great position to start shouting about why you’re better than the competition. As we’ve said, social media is a great way to raise awareness about your store, such as your early/late opening hours, fantastic personal service or local products. It’s also a brilliant platform to showcase your range, launch new ranges or introduce special offers.

Step Be current

5

Is there an unexpected heatwave this weekend? If so, use Facebook to advertise your ice cream promotions or your brilliant barbecue range. If there’s a big sporting event, promote your beers, wines and soft drinks. If there’s a local event such as a summer fair or festival, shout loud about

your grab-and-go range of drinks, snacks and treats.

Step Keep going

6

Once you’ve started, just remember to keep it up. Lots of businesses create a page and start posting enthusiastically but then, over time, update it less frequently and eventually forget about it. Keep it updated regularly and you’ll be amazed at what can trigger a conversation or cause someone to visit your store for the first time.

Step Think about it

7

Show your appreciation to those who support your Facebook page and help you to spread the word about your business with competitions, likes for their posts and shares for their pages. Try to make and keep your page a fun, energetic and lively place that you enjoy creating and your followers enjoy reading.


BRAND NEW SKITTLES DIPS

Capitalising on the strong growth we’re seeing within the yoghurt coated snacking category! Driving category penetration with a unique new texture. Supported with a bespoke digital and social campaign.


feature

A name you can

trust

this summer Unitas Wholesale’s own-brand products really are the stars of the shelves, offering quality to match the brand leaders, as well as giving retailers a healthy margin

S

avvy retailers know that own-brand products are an essential part of any store, not only offering choice and everyday value to price-aware shoppers but also earning retailers a healthy margin and a great reputation at the same time. Once upon a time, own brand may have been seen as the poor relation on shop shelves, but as the quality continues to rise, shoppers are voting with their wallets. Designed specifically for independent retailers, Unitas Wholesale’s award-winning, own-brand products provide a high-quality, affordable alternative to the leading brands, as well as driving customer loyalty and footfall in store. Customers are used to a variety of products at different price points when they shop at the supermarket and they’ll expect the same from you too. Customers are led by price and quality and if your own brand delivers on both, they’re likely to quickly become converted. And, as an added bonus, you can be assured of their continued loyalty as the Lifestyle own brand is only available through Unitas Wholesale member depots. Here’s our guide to the own-brand products that look set to shine on the shelves this summer. 38

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Make sure your customers can easily find Sunspring in your chiller by positioning at eye level next to the bestsellers

Clear refreshment As the temperature rises, so does the need for customers to quench their thirst. With Brits getting more health conscious, bottled water sales are continually on the up but

they can come at a hefty price. Our bottled water range, Sunspring, offers a fantastic price point and comes in both screw-top and sports-cap options.


Energise sales One of our bestselling own-brand ranges, LSV sports and energy drinks provide customers with that all-important burst of energy for just a fraction of the price of the branded bestsellers. It’s no wonder it has such a fan club when it retails at less than half the price of the category’s

leading brands, and offers consumers great value and up to 50% margin for retailers. The full range of sports and energy drinks is available in cans and bottles: screw top and sports cap.

Make sure your customers know about LSV. Next time they buy an energy drink, talk to them about LSV’s excellent value and encourage them to try it next time

Barbecue essentials Summer, of course, means it’s barbecue season, so make sure you’re fully stocked up on the own-brand barbecue essentials customers will be looking for, such as sauces, cheese, breads, soft drinks and foil. Your customers will thank you for saving them both money and a trip to the supermarket.

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feature Party time It wouldn’t be a party without cocktails, would it? The Prince Consort spirits range has everything you need to cater for those holding a party or on their way to one. Vodka, gin, whisky, brandy and rum are all available in 1 litre, 70cl, 35cl, 20cl and 5cl bottles, perfect for those buying as a base for cocktails or as a drink in their own right. Make sure you remember the mixers, such as tonic, soda, cola and fruit juices.

Use signage in store to shout about the excellent value of the Prince Consort range

Grape taste Our award-winning Vintners Collection is your complete value wine range and is guaranteed to have something for everyone. It brings together the most popular wines, such as sauvignon blanc, merlot, shiraz and malbec, all at highly competitive price points. It also includes the multi-award-winning sparkling wine Santa Loretta Prosecco, which is ideal for summer evenings.

40

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Make sure your white and rosé wines are chilled, ready for customers to grab and go. Use signage to shout about the value

retailer view Linsey Sykes, Lifestyle Express Pant Waen “The Lifestyle own-brand products are really popular in store. I hear customers recommending them to each other, which is great and it really drives up our sales. We can’t stock LSV quick enough – it’s our biggest seller, outselling the leading brands. Customers come in specifically for it as they know they can’t get it anywhere else.”


ENERGISE YOUR PROFITS

with our biggest selling range of great tasting energy drinks! Available through your local Unitas Wholesale member depot


GREAT TASTE NO * ALCOHOL

ONLY 69 CALORIES.

*CONTAINS NO MORE THAN 0.05% ALCOHOL BY VOLUME


category focus

We know that the wine category can be one of the trickiest to get right. However, with demand for wine continually on the rise, it’s essential that you make the most of its potential

Get to grips with

the grape W

hether customers are buying that long-awaited drink at the end of the day, popping in for something to take to an event or buying a bottle as a gift, wine is a huge opportunity for convenience retailers.

In the UK, wine is a shopping staple, seen as often on a shopping list as pet food and bread. Knowing where to start and how to make the most of it can be a little daunting, though, so here’s our suggestions for how you can really maximise its sales potential.

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category focus Know your stuff Basic knowledge, such as what wine goes well with what types of food, could help you drive up sales and is a key factor affecting whether a shopper will choose to buy with you or elsewhere. By providing some suggestions, not only are you more likely to sell more but you’re providing a personalised shopping experience and delivering great customer service, which means that customers will come back again and again. But don’t worry, you don’t have to know each wine inside out. If you clearly label your range, showing price, grape variety and country of origin, let this signposting do the talking for you. Use simple display principles, such as grouping wines together by country of origin and price point, to make the category easy to navigate. It’s also key that retailers stock the brands that their customers will recognise. Shoppers expect the well-known names in supermarkets, so they expect the same in their local convenience store. With so much choice, it’s tempting to stock a little of everything, but don’t. Too much choice will overwhelm your customers and could lead to them missing a bestseller or the bottles that offer you the best margins. Keep it simple – think good, better, best and you can’t go far wrong. And as for the ratio, we’d recommend retailers stock 50% white wine, 35% red and 15% rosé.

Inspire with impulse A great way to improve your wine sales is to support impulse purchases in store. Make sure your white and rosé wines are already chilled for those looking to grab and go, and use in-store signposting to direct customers in a hurry around the store easily. We know customers love a good deal such as ‘meal for tonight’, so why not include wine as an option? Keep the meal choices simple, offering complementary food items alongside one another, such as pasta, fresh meat and sauce, or a ready meal and garlic bread, and then add a choice of red or white wine to go with it. Or, if customers have clearly bought items 44

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how does your fixture measure up?

to enjoy that evening, why not suggest a wine to go with it and point out any great deals you might have on offer?

Go premium While it’s obvious that customers are always looking for value, it’s essential that retailers don’t just offer the cheapest wines available. Stuart Johnson, Retail Controller, Unitas Wholesale, agreed: “Many retailers focus on the value end of the wine category and are missing out on those customers who want to buy more premium products, either as a treat for themselves, as a gift or to take to someon’es house for dinner.

“Remember to stock gift bags and bows nearby, and always point out more premium wines for customers looking for something special.”

Upsell and improve margins Did you know that when customers are spending £5 on a bottle of wine, only 37p is spent on the wine itself? Plus, the combination of duty, logistics, packaging and VAT leaves very little margin for retailers. If you can encourage customers to spend closer to £10 per bottle, the margins are much healthier for you plus they’ll get a much better quality wine for their money.

for winning wine sales n Avoid having too many products on your shelves. It’s better to have two or three facings of the bestsellers than filling your space with different products, which can be confusing for the shopper. n A lot of wine is bought to be

consumed immediately, so keep as many of your bestselling white and rosé wines chilled as you can. n If you keep certain wines in the chiller, there’s no need to allocate space on your main shelf too. Empower your customer by keeping it simple.


£1

£5 .0

0. 0

0

0

category focus

£1.08 £2.85

Head to the Plan for Profit website for more information on what exactly to stock: planforprofit.co.uk

£2.16 £2.16

UK wine pricing and margins* £1.67 £0.83

Total margin

Packaging

Excise Duty

Logistics

VAT

Money for wine

£0.36 £0.20

£0.36 £2.76

£0.27 £0.37

*Source: Decanter Magazine

Don’t forget own brand The Vintners Collection is a retailer’s secret weapon when it comes to the wine category. Made up of all the tried and tested favourites, including a fresh Moldovan Pinot Grigio, smooth Australian Shiraz, zesty Chilean Sauvignon Blanc and refreshing Californian White Zinfandel, the range provides retailers with all the wines their shoppers are likely to be looking for. “The wine category is notoriously

46

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difficult for retailers to get right, which is why the Vintners Collection is such a hit,” said John Kinney, Retail Director, Unitas Wholesale. “We’ve carefully selected the most sought-after wine types that we know shoppers are looking for and put them together in one complete range, so retailers can stock up with confidence, knowing that they’re offering a fantastic range at excellent prices.” The Vintners Collection is available through all wholesale member depots.


RETAILER

ADVERT INTENTIONALLY OMITTED


feature

First impress … as do last impressions. We caught up with Retail Controller Stuart Johnson to find out his top tips on how to wow your customers and leave them wanting more

W

hat do your customers really think of your store and the service they receive? When was the last time you put yourself in their shoes and spent time thinking about why they choose to shop in your store? It’s all too easy to get into a daily routine and let some aspects of your store presentation slip, which is why it’s worthwhile taking some time to review what your customers see and experience when they visit your store.

First impressions

Starting outside, is your store well-presented and inviting? Ask yourself if you would like to shop there. Consider the following to ensure that your store’s first impression counts. nA  re the latest promotion posters 48

retailer issue 54 2019

displayed so that your customers know that you are offering them a great deal? n Is your store frontage clean and free from rubbish? Are there any weeds? n Are your store front windows and door clean and free from clutter and old stickers/signage? n When was the last time you had the store fascia cleaned? Ask your local window cleaner to do it to ensure it’s sparkling clean. n Does the store front require any redecoration? When was the last time it was painted? n Is it time you considered a new store front and door? Could a new one make your store stand out?

Time to walk inside your store now and consider the following. n Is the entrance clean and free from clutter? n Do you have a barrier mat at the entrance to help keep your store floor clean? n Are there clean shopping baskets easily available as you walk in? Remember that shoppers who use a basket spend more in store. n Are your promotional end displays visible from the store entrance? Are they well-stocked and displaying the relevant promotional POS? n Do you greet people and smile as they enter your store? n Are your staff wearing uniforms? n Is your store bright and welcoming, with all lighting working correctly?


ions count…

If you get the first impressions right, not only will you encourage them to come in, you will also put your customers at ease, meaning they will spend more time in your store and also spend more money.  

Last impressions

Take a look at your counter area; will your store leave a lasting impression for the right reasons? Consider the following. n I s your counter area clean, uncluttered and with an obvious area for customers to place their baskets? nD  o you ask customers if they found everything they were looking for? n Is the person at the till smartly dressed and wearing a Lifestyle uniform? n Do you manage which products you display on the counter? While it’s OK to display one or two carefully chosen products as a last-minute impulse opportunity, such as a new chocolate bar, don’t overdo it – less is more. n NEVER use your counter to display out-of-date or short-coded products

that are reduced to clear. Do you really want your customers to walk away thinking that you always have lots of out-of-date food for sale? n Always smile and take the time to get to know your customers. n Thank your customers for shopping with you, and wish them a good day. If you take the time to ensure that you deliver a great first and last impression, then your customers will feel good about shopping in your store. This can make the difference between them returning to your store next time because they feel that you genuinely value their custom, or choosing to go elsewhere and shop with one of your competitors. It’s a no-brainer.

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Coming next issue... spirits of christmas What to line your shelves with for festive get-togethers big night in Popcorn, check – be prepared for a movie-themed Big Night In festive essentials Our guide to the must-stocks for the perfect Christmas

Plus

retailers’ stories, must­–stock products and the latest industry news

50

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K C O T S T R MUS

! E G N A PMP R

*

D N A R B L A OU E R E C 1 . o N s ’ K U E TH

THE UK’s No.1 SELLING BREAKFAST DRINK *

THE UK’s No.1 SELLING MUESLI *

*Source: Nielsen Scantrack data to 29.12.2018 – Total Impulse.

THE UK’s No.1 KIDS’ HOT CEREAL BRAND*


Profile for The Bright Media Agency

Lifestyle Retailer 54 July/August 2019  

The magazine exclusively for Lifestyle Retailers

Lifestyle Retailer 54 July/August 2019  

The magazine exclusively for Lifestyle Retailers