The Independent Achievers Academy Guide 2012

The Guide to

Better Sales & Pro�ts 2012& Pro�tsPro�ts 2012

www.iaacademy.co.uk

83 GREAT IDEAS FOR YOUR SHOP

INSIDE

YOUR CHANCE TO ATTEND A MARY PORTAS RETAILING MASTERCLASS

YOUR CHANCE YOUR CHANCE WIN!

2012 IAA AWARDS ARE NOW OPEN ENTER FREE TO GET EXTRA BENEFITS

COVER OPTIONS FINAL THIS ONE.indd 3 04/04/2012 17:48

CONTENTS****************************

The Advice - p04

The Awards - p06

The Categories****************************Shop Layout - p08 P&G Merchandising - p10 Wrigley Effective Ranging - p12 CCE Availability - p14 Imperial Tobacco Customer Service - p16 News International In-store Theatre - p18 Heineken Service to the Community - p20 Booker Marketing to Customers - p22 Kraft Sustainability - p24 Pepsico Responsible Retailing - p26 JTI Retail Innovation - p28 The Retail Data PartnershipStaff Development - p30 NFRN ****************************Performance Measurement Partner FSSTraining partner NSA with Skillsmart retailMedia Partners RN, RE and betterRetailing.comPROUD TO BE WORKING WITH SWEET CHARIty to support independent retailers

The Guide to

Better Sales & Pro�ts 2012

The Guide to

Shuka IAA 2011 FRONT OF BOOK AMMENDED.indd 2 04/04/2012 17:36

3the guide to better sales and profits

Before you read any further, see if you can answer this question. How do you

view your business, and how do you want others to view it?

Over the last four weeks I’ve visited a number of different retailers and their shops across the UK. The shops were in different areas, with different customer bases and differing levels of competition. While there were common areas of focus across all the shops (ranging, pricing, customer service to name a few), there was one thing that really stood out.

Each retailer has a very clear vision for their business. Whether it’s to create a high end shop similar to Waitrose, or a fun family oriented store, the retailers’ vision could be seen in all the decisions that they made - what promotions to have on, how to display products, what music to play. Your vision should be based on what will appeal most to the people in your area, and it should also be something that appeals to you – there’s not much point running a business that you’re not passionate about.

At the Academy, our vision is to create momentum in the independent sector. We do this by providing advice that can help you grow your sales, helping you build relationships with other inspirational retailers and great suppliers, and by recognising your achievements.

The starting point is this guide, which is full of insight and tips that will help you develop your business. Tweak them so they fit in with your vision, encourage your staff to use our checklists – and enjoy the positive results.

Finally, what should be part of any retailer’s vision is to achieve recognition for their shop, their staff and themselves. So don’t forget to complete the entry form, and tell us why you’re great.

What are you waiting for?

Kate DickensonIAA Project [email protected] 7689 3368 @iaacademy

WHAT’S YOUR VISION?

Your vision should be

based on what will appeal most to the people in your area”


4

By taking part you have the opportunity to understand how you can develop your store, build

important relationships with leading suppliers and retailers, and achieve recognition for your shop, your sta� and yourself. Please read on, and if you want to get in touch call 020 7689 3369 to speak to a member of our dedicated team.

THIS GUIDEOver the following pages you will �nd advice and insight on each of the 12 categories of the Academy, as well as real examples from retailers who have demonstrated success in each of these areas. Think about how this advice can help you achieve the vision you have for your business. Share it with your sta�, implement the changes together and you will see success.

GROWING SALES: INDUSTRY LEADING INSIGHT********************

The IAA began in 2006, when we recognised that there was a need for a programme which not only recognises the achievements of outstanding retailers, but also provides them with best practice advice that can be implemented in-store, and will lead to sales growth

WALLCHARTThe IAA wallchart will come free with the 22 May issue of Retail Express. We recommend displaying this as a year round checklist and a training tool for your sta�.

THE ACADEMY IN ACTIONOver the next eight months, we will be visiting retailers across the UK with our partners to provide in-store advice across each of the categories of the Academy. During each visit, we will discuss with each retailer the vision they have for their business and how the advice can be implemented to best e�ect. Each visit, along with the follow-up which will measure success, will be covered in Retail Newsagent and Retail Express and on betterRetailing.com.

Key Dates* ENTRY DEADLINE 27 JULY * ACADEMY IN ACTION STORE VISITS PUBLISHED MAY - JULY* IN-STORE ASSESSMENTS TAKE PLACE AUGUST* TOP 100 SHOPS ANNOUNCED SEPTEMBER* FINALISTS NOTIFIED AND ANNOUNCED OCTOBER* GALA DINNER 22 NOVEMBER


The IAA is represented and looked at very favourably, as a friend, as an

organisation that will hold your hand”Rav Garcha, Nisa Local

5

THE ADVICE

The IAA is represented and looked

Clockwise from Top:

Simon Scarborough from Wrigley discusses how Joe Ene can improve the merchandising in his shop; Vipul Pabari follows the Academy in Action in Retail Express; Paul Lettice from P&G shares insights with Sandy Sarwar on what a great shop layout looks like.

THE GUIDE TO BETTER SALES AND PROFITS

We want you!Turn to the centre pages to tell us about your shop and enter this year’s IAA


6

THE ENTRYThe entry form for our awards can be found in the centre pages. Once you have read the advice in this guide, spend some time thinking about what you’re really great at - walk round your shop and talk to your sta� and customers. Then complete the entry form (or call us on 020 7689 3369), and tell us. As part of this year’s entry, we want to know what your vision is for your shop - this will help us get a real feel for your business and what you’re trying to achieve.

ACHIEVING RECOGNITION: THE AWARDS*********************************

Achieving recognition for the success of both yourself and your sta� can do wonders for your business. Not only will it motivate your sta� and provide them with a reward for their hard work, it will also highlight the quality of your business to your customers - both current, and potential.

IN-STORE ASSESSMENTIf you enter the Academy, you are in with the chance of receiving a professional in-store assessment and feedback report from our partners Field Sales Solutions.

PHOTOS OPPOSITE PAGE, L-R:This year’s winners will receive a Mary Portas retailing masterclass; Serge Notay displays his IAA Top 100 certi�cate in-store.

Kate Woolf, (PepsiCo) and Simon Woodro�e (The Yo! Company) present Melanie Philpott with the 2011 IAA Award for Environment & Health


7

THE AWARDS

THE GUIDE TO BETTER SALES AND PROFITS

FSSField Sales Solutions surveyors make more than 25 ,000 visits to retailers every year; from all of

these visits we get especially positive feedback about the ones that our surveyors visit for the Independent Achievers Academy.

The reason for this is simple: the retailers who get involved in the Independent Achievers Academy are all enthusiastic about what they do and are keen to improve standards in their store.

For those retailers who are selected for a visit, our surveyors will call unannounced and will initially behave as a ‘mystery shopper’ to ascertain store customer service standards.

Following their initial assessment, they will introduce themselves and undertake a more detailed survey of the shop; again very much from the perspective of a shopper. We will be assessing stores across a range of categories and looking to see if they stock the main best-selling brands.

We also take store size into account when assessing the range that should be stocked, so if your store is small, as long as you have good retailing standards, you could be a winner!

All the entrants in the Academy programme are clearly very professional retailers and our survey really enables them to benchmark themselves against the best retailers in the UK and to understand where they may be able to raise their performance further.

The main thing that we enjoy about our involvement in the academy is seeing the winners gaining the recognition that they deserve. So we look forward to visiting you, and wish you every success!

THE RECOGNITIONMAKING IT INTO THE TOP 100If you score highly in your assessment, you could make the IAA UK Top 100 Independent Retailer list. We will help you gain publicity for this by providing you with press releases to send your local paper and radio station. A great way to demonstrate to your customers how great you are.

THE AWARDSIf you really impress our judges, you will be shortlisted for an Independent Achievers Academy award, and invited to join us, and a host of leading suppliers and retailers at the gala dinner on the 22nd November for a fantastic and inspiriting evening, to celebrate the success of you, your sta� and your peers. As well as celebrating success, the event also provides a great opportunity for you to build relationships with key people in the industry, who can help you move your business even further forward.

THE PRIZESThis year, we are delighted to again be working with the National Skills Academy for Retail,

led by Skillsmart Retail, to o�er the award winners the chance to attend a Mary Portas guide to successful retailing masterclass of their choice. Combining Mary’s inimitable style and the knowledge of the expert trainers. The masterclasses cover the following topics:* Retail Business Planning and Finance* Driving Sales through Marketing* Buying and Visual Merchandising

FSSFSSField Sales Solutions surveyors

The main way we bene�ted

from the IAA was the positive feeling it gave us as a team. We are always working hard to make sure our store gets better and better”Mital Morar, Store!, Castle�eld

THE RECOGNITION

Win!Enter for your chance of

winning a place on

Mary Portas retailing

masterclass


Paul and Pinda Cheema, Costcutter, Coventry, West Midlands

WINNING THE AWARD GOT US SO much publicity. We have been invited to various events because of it and

have been contacted by new suppliers. It has raised our pro�le among our peer group and also with our customers. Shop layout is so crucial to running a shop. We have to cater for every person entering our shop from people coming in to buy snack purchases on the way to work to mums coming in the middle of the day. So we have planned our shop layout to cater for all our customers; from household goods to snacks to pet food, everything is methodically planned. We have already made a few changes to the shop since winning the award. We have got rid of our co�ee machine as it wasn’t generating much sales growth and we have replaced it with another promotional bay. This is generating much better sales as it is at the front of the store. We regularly look at our bays to see how much each one is earning and if something is not working, we will change it.

Shop layout is so crucial to running

a successful shop.”

* Secrets of success *--------------------Winner of the 2011 shop layout award

why they won* The store sells a lot of fresh meat and so

Paul and Pinda Cheema have put sauces, herbs and spices on the shelves opposite. It has made a huge di�erence to sales

* Vegetables are displayed according to the season

* The store has a wine tower next to the fruit and vegetables encouraging customers to buy wine with the ingredients for their meal

* Fresh bread has been put in wicker baskets and is now displayed on the main bread �xture which is made of specialist black shelving

---------------------» Does this sound like you?Turn to the centre pages to tell us about your shop and enter this year’s IAAyour shop and enter this year’s IAA

Shuka IAA 2011 template_TD v3 - ee_newAMMENDED.indd 8 04/04/2012 18:05

9THE GUIDE TO BETTER SALES AND PROFITS

THE LAYOUT OF a store is one of the most

important aspects of any retail environment. Shoppers entering a store need to feel both welcome and comfortable, but they must also be able to easily �nd what they want, otherwise

potential sales can quickly be lost. Convenience shoppers often have very clearly

de�ned needs and having the

widest range isn’t always the best route. Retailers should stock a core range of leading brands, so that shoppers can make an informed choice based on the brands they are used to and which will

deliver the quality they expect.

Well displayed point of sale material, up to date and clearly-visible shelf edge labels and pricing all play a critical role in helping encourage sales across every category in the store.

Taking advantage of the advice o�ered by initiatives such as P&G’s ShelfHelp programme is a great way to utilise some straightforward advice that is easy to implement. This is available online, in brochure format, and now in app form for mobile devices, to help independent retailers ensure their shop layout is the best it can be at all times.

01.SHOP LAYOUT********************

An e�ective shop layout will drive footfall and sales, guide your customers around the store logically and increase impulse purchases

Tip“Category management should be a priority; we use a combination of our own knowledge and initiatives like ShelfHelp to group our products around the store effectively”SOURCE: PAUL CHEEMA, COSTCUTTER, COVENTRY

Our success Checklist1 Know why and when your shoppers visit

your store so you can plan your layout

2 Use the right location for key categories to drive impulse sales

3 Make your layout accessible and without obstructions

4 Minimise loss by ensuring high-value products are positioned in highly visible locations

5 Focus on keeping the store tidy and well stocked for maximum e�ect

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partner Advice


10 THE GUIDE TO BETTER SALES AND PROFITS

ENSURING THE BASIC principles of category management are continuously

put into practice is key to driving sales in independent shops. Whether it is confectionery, snacks or soft drinks, the majority of purchases through independent stores are made on impulse, so applying best practice merchandising should be every retailer’s number one priority.

Keeping clear and tidy displays, which also makes restocking easier, and ensuring top-selling lines are clearly visible in store will help maintain a strong shopper base.

It’s crucial that retailers stay up to date with local and regional trends, as well as the latest product developments. A range which re�ects and champions these will prove to be a primary pro�t driver.

With over 100 years of experience in confectionery, one of the most impulsive categories, Wrigley urges retailers to speak to their local representatives for advice on merchandising, market trends and new developments to help maximise sales.

02.MERCHANDISING************************

Good merchandising can boost sales, increase footfall and ultimately increase pro�t opportunities.

22.5%I saw a 22.5% overall increase in alcohol sales after remerchandising my fixtureSOURCE: VIPUL PABARI, CONNAUGHT ROAD POST OFFICE & SUPERMARKET, MARKET HARBOROUGH

Our success Checklist1 Group products together by category

2 Use planograms and adapt them to �t your store’s purpose

3 Use promotional material to highlight best sellers, new products and special o�ers

4 Rotate stock to avoid out of dates

5 Ensure that your products are clearly priced

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partner Advice


Shaan Chaudry, Anker Service Station (Nisa local), Nuneaton, Warwickshire

GOOD MERCHANDISING IS essential for any store because it makes it easier for customers to

shop there, and therefore increases your sales potential. With an easy shopping experience, customers will return to the store as they know where to �nd what they want. Good merchandising also makes it look professional. I found the IAA awards very useful in terms of the publicity it generated and the contacts I met at the dinner. It was extremely productive meeting suppliers and retailers from the food business and the retail trade. Since the awards, we have started planning for the pharmacy we want to put in the store.

With an easy shopping

experience, customers will return to the store as they know where to �nd what they want”

why he won

* Shaan has sent all of his sta� on training programmes in merchandising so they all know what they should be doing and why

* Planograms are on display in the shop and sta� are expected to check them on a regular basis

* Training sta� in merchandising is key to running a successful business

--------------» Does this sound like you?Turn to the centre pages to tell us about your shop and enter this year’s IAA

* Secrets of success *--------------------Winner of the 2011 Merchandising Award


Vipul Pabari, Connaught Road Post O�ce and Supermarket (Best-one), Market Harborough, Leicester

EFFECTIVE RANGING IS SO IMPORTANT. Customers come in for a particular item and if you haven’t got it, they will

just walk out of the shop. But if you have got it, they will pick up a basket and �ll it up with 10 other items. Our shop has a reputation with our customers for stocking a wide range of products and customers know if we haven’t got it, we will order it in for them. We have a 23 foot long soft drinks chiller and a three and a half foot long beer and wine chiller. We sell many di�erent brands of pet food and a wide selection of di�erent soap powders. We concentrate on selling branded products because people trust them. We are always trying to improve our ranges so customers can always get what they want. You name it, we have got it.

This year was very special for us as we won three awards, one of which was Overall Best Shop. All the local newspapers and the radio covered the story and our customers kept commenting on it. It is good for customers to see our awards proudly on display, as it proves to them that we succeed in our high standards.

Our shop has a reputation with

our customers for stocking a wide range of products and customers know if we haven’t got it, we will order it in for them”

why he won* Vipul stocks products for all

ages and income brackets

* He has big chillers with a wide range of soft drinks in di�erent sized bottles and cans

* The confectionery aisle is four metres long with a huge range of 150-160 bars of chocolate


* Secrets of success *--------------------Winner of the 2011 Effective ranging award



EFFECTIVE ranging is fundamental to

successful retailing. Having the right variety of products and the best selling brands clearly displayed and priced, makes �xtures signi�cantly easier to shop. It ensures shoppers can easily �nd what they want, which drives loyalty and repeat purchases. Reading the trade press and asking sales representatives for advice is a great way for retailers to keep abreast of the latest products and consumer trends.

Many manufacturers also provide businesses with the latest category insights and can advise retailers how best to stock their �xtures and introduce product launches in store to take advantage of the increased sales opportunity.Another e�ective way in which retailers can improve their ranging is by siting products next to each other that work well together in meal or link deals, which can generate substantial incremental sales.

03.EFFECTIVERANGING********************

An e�ectively managed product range will maximise sales and avoid missed opportunities.

Our success Checklist1 Make sure your range is built from a

combination of approximately 80% best-selling products and 20% new lines

2 Identify your shop’s best sellers using your sales records, then use this to ensure you build the best range for your speci�c customer base

3 Keep abreast of the latest products and consumer trends

62%of shoppers say they would either go without an item or buy it elsewhere if it was out of stockSOURCE HIM! CTP

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partner Advice



ENSURING EXCELLENT availability across all product categories is essential for

independent retail outlets. Consumer research consistently shows availability is the number one consideration for shoppers; for example, 52% of adult smokers will leave the store if their favourite brand is not available*.

Reducing out of stock helps improve customer loyalty, and, will also boost turnover through repeat visits. It is important for independent retailers to make sure that they have the correct mix of products, ensuring these are well merchandised and have su¤cient facings.

With shoppers’ expectations becoming increasingly high, having 100% availability at all times is even more important. By sticking to sound retailing principles such as following market trends, recognising peak times and carefully planning how much stock to buy and when to restock, retailers can ensure their range re�ects their customers’ requirements.* Source: HIM! & AMR 2011

04.AVAILABILITY**********************Availability is consistently the number one consideration for all shoppers, and getting it right will avoid lost sales and protect turnover

87%of independent retailers stock new productsSOURCE: HIM! CASH & CARRY RESEARCH 2011

Our success Checklist1 Stock the most popular brands for your

customers, basing range on sales records and speaking to suppliers

2 Listen to your customers’ opinions to help you make good decisions on what to stock

3 Avoid out-of-stocks at all costs; if shoppers can’t �nd their favourite brand they are likely to go elsewhere

IN ASSOCIATION WITH

partner Advice


Mital Morar, Store!, Castle�eld, Manchester

THE MAIN BENEFIT OF WINNING OUR IAA award last year was the positivity it gave us as a team; we are always

working hard to make sure our store gets better and better. Availability is the core factor in a good retail business. If you don’t have good availability, people get disappointed and they will shop elsewhere. We work in the convenience business so if the product is not available, we are not acting as a convenience store.

A badly stocked shop will not be a success. We have just opened our third shop so we will be focusing on that this year as we want it to be bigger and better.

Availability is the core factor in a

good retail business. If you don’t have good availability, people get disappointed”

why he won* Mital monitors how much

stock has sold on a daily basis

* He believes a wide choice is vital so he endeavours to stock one of everything

* He plans in advance to ensure products are in stock for key events


* Secrets of success *--------------------Winner of the 2011 Availability Award


Vipul Pabari, Connaught Road Post O�ce and Supermarket (Best-one), Market Harborough, Leicester

WE GIVE SHOPPERS A PERSONAL service in the store as customer service is extremely important

to us. I helped a customer to �ll out an application form the other day and he told me he wouldn’t have had that kind of service if he had gone to the main post o¤ce. People enjoy coming into the shop because it has such a friendly atmosphere and we do our best to help in any way we can. I don’t like queues building up and even if I am on my lunch break and a queue is forming, I will come back into the shop and start serving. Customers have less time nowadays and they come to us because they know they will get served quickly. Our service is very quick and very e¤cient and we also deliver to the elderly in the winter so they get a very personal service.

People enjoy coming into

the shop because it has such a friendly atmosphere and we do our best to help in any way we can.”

why he won

* Vipul’s shop delivers to the elderly in the winter months

* He focuses on doing the basics well, and has turned his customers into friends

* The shop is the hub of the community

----------------» Does this sound like you?Turn to the centre pages to tell us about your shop and enter this year’s IAA

* Secrets of success *--------------------Winner of the 2011 Customer Service AWARD



GOOD CUSTOMER SERVICE can dramatically increase sales and be a vital weapon for independent retailers keen to

gain an edge over competitors. Retailers can set themselves apart from the competition by getting to know their customers and providing a friendly and welcoming store environment. The news category can play a key role in achieving this as no other o�ers a di�erent product every day, so there is always something new to discuss with customers. The average news shopper buys 2.8 items per store visit so to make the most of this, and increase general sales, retailers need to make sure their store is always well stocked with popular items, well laid-out and tidy1. Highlighting relevant o�ers or promotions is another good conversation starter and additional services such as home news delivery or grocery delivery can also help build relationships and cater for elderly and less mobile customers.

05.CUSTOMER SERVICE********************

Customer service can set you apart from the competition, helping you to win loyalty and grow sales

Our success Checklist1 Train your sta� to be friendly and

welcoming to all customers who visit your store

2 Show that you and your sta� have good local knowledge of all your products and your local area

3 O�er a range of services that goes beyond the expected standard product range

92%of independent convenience retailers run promotions in store for their customersSOURCE: HIM! CASH & CARRY RESEARCH 2011

IN ASSOCIATION WITH

partner Advice

1 Source: him! CTN & CTP Tracker 2011



IN-STORE THEATRE IS A fantastic way to engage your shoppers and get them excited

about your store and there’s no better time to really maximise this than in 2012. Your shoppers expect to see great basic standards from you all year but with the European Championships, the Queens Diamond Jubilee and the London 2012 Olympic and Paralympic Games, there are great occasions to celebrate this summer. You can make the most of this by grouping together products that shoppers will be looking to buy for parties and celebrations at home. Displaying crisps, soft drinks, BBQ foods, beers and ciders and snacks around your chillers will help shoppers to �nd everything they want in one trip. Using creative and themed point of sale material around your displays will help capture the mood of the nation as we celebrate our sporting heroes. And while your shoppers are in a great mood and enjoying their shopping they’re likely to spend a bit more so don’t miss the opportunity to place dump-bins and display units full of more premium products, like Bulmers, to capitalise on the potential for impulse buying.

06.IN-STORE THEATRE*****************If executed well, in-store theatre can increase sales and create a sense of excitement among your shoppers.

tip“Rather than just stocking beer and cider in your chiller, place some key bbq items or picnic foods next to it to encourage incremental sales.”SOURCE: HEINEKEN UK

Our success Checklist1 Use PoS in your windows and promotional

areas to highlight new products and special o�ers

2 Create a calendar of national events, community activities and music festivals as the basis for creative displays to increase footfall

3 Ensure that displays and chillers are kept fully stocked, clearly priced and with products placed correctly

IN ASSOCIATION WITH

partner Advice


Rav Garcha, Nisa Local, Gains Park, Shrewsbury

GOOD IN-STORE THEATRE IS SO important for the store. It is vital to give your customers a di�erent

experience each time they enter so it is not a monotonous experience for them. It keeps the store looking fresh and new. I always try and make my shop that little bit di�erent. We always have good promotional displays and displays for seasonal events on gondolas where we stock products themed to the relevant event. In-store theatre can really in�uence what a customer buys. Winning this award has defnitely been good for the shop in many ways; and having it on display in-store just adds to the sense of theatre that we try to create. I have lots of plans this year I am asking sta� to contribute and let me know what they want as well.

I always try and make the store

that little bit di�erent We always have good promotional displays and displays for seasonal events”

why he won

* Rav likes to change his customers’ shopping experience every time they come into the store

* The �rst thing customers see when they come in the shop are the promotions and these are regularly changed to encourage customers to buy each product on o�er

* Shop displays are changed according to seasonal events


* Secrets of success *--------------------Winner of the 2011 In-store theatre Award


Alkesh Gadher, Best-One, Isleworth, London

THE IAA AWARDS HAVE BEEN extremely good for the shop. We got really good publicity in our area and

we have got to know more people in the trade because of the award. Service to the community is such an important category. Independents have strong competition from the multiples, so you have to be a bit di�erent from everyone else to stand out. Getting involved with the community encourages customer loyalty. We know many of them by name and they appreciate what the store does for the community which keeps them coming back to the store. The events we run for the people in this area publicise the store and mean they immediately think of us when they need to buy something. I have just been away on a training course and this year I will be implementing some new ideas in the shop, such as decluttering and putting in new refrigeration.

Getting involved with the community

encourages customer loyalty. They appreciate what the store does for them.”

why he won

* Every Saturday Alkesh runs a football training school for children aged from four up to 14.

* Last year, he ran a singles event which was attended by over 200 men and women.

* Every year the store holds an event for Children in Need

* For school sports day last year, Alkesh donated 1,200 bottles of water with the shop logo on to three primary schools in the area

------------------» Does this sound like you?Turn to the centre pages to tell us about your shop and enter this year’s IAA

* Secrets of success *--------------------Winner of the 2011 SERVICE TO THE COMMUNITY AWARD



BOOKER BELIEVES THAT being part of the community is an essential element of any

successful independent store. Being at the heart of the community means customer loyalty, footfall and sales will all increase and it also sets the store apart from the multiples. Providing a local, friendly service is the starting point to driving community spirit, but there are some easy steps to take this to the next level. Listen to your shoppers and �nd out what is important to them – is there a local good cause or special occasion that you could get involved in? Is there a particular sporting team or social event that you could support? Your shoppers are the best people to answer these questions and they will appreciate that their views matter to you. Ensuring that your store is tailored around your shoppers’ needs will not only make you the hub of your community but will deliver you both sales and pro�ts.

07.SERVICE TO THE COMMUNITY********************Working with your local community will raise the pro�le of your store and create loyalty among your customers, leading to sales growth

tip“I have a large home news delivery operation and have recently started to deliver milk to these customers. Just by offering this extra service my weekly milk sales have risen by £300.”SOURCE: ERIC JORDON, EVENWOOD NEWS, COUNTY DURHAM

Our success Checklist1 Listen to your customers and tailor the

store and your o�ers around them

2 Be active in your community by sponsoring a sports team, getting involved in a local good cause, or supporting community events

3 Understand what issues a�ect your shoppers and act upon them

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Mandeep Singh, Premier Singh’s, She�eld, Yorkshire

THE IAA AWARDS HAVE MADE A BIG di�erence. The name of the shop is recognised in the community and

across the UK now. We get asked to sit on panels of big suppliers and organisations. It is so good to be recognised for what you do. It spurs you on to keep standards high. Marketing is so important as you need to promote yourself to customers and shout about what you are doing. It is vital to make people aware of the shop so when they need something, our name is what comes into their mind �rst. People often see our shop name on the smart cars and we sponsor the local football team so everyone in the community knows about us.

Marketing is so important as

you need to promote yourself to customers and shout about what you are doing”

why he won* Mandeep has a huge

illuminated ‘Premier Singh’s’ sign outside displaying the shop’s services and any special o�ers

* Every month, Mandeep sends out 2,000 lea�ets with the shop’s latest deals, via Royal Mail

* The shop has two smart cars displaying the shop name


* Secrets of success *--------------------Winner of the 2011 Marketing to Customers award


MARKETING to customers is vital in

helping drive tra¤c to stores and increasing purchases once customers are inside. Great displays and presentation are key to consumers’ purchasing decisions, and getting this right can have a huge impact on sales.

Consumer shopping trends are constantly changing, so it’s important that you market your store e�ectively. Make sure that your shoppers know the services you provide, the products that are stocked, and the ease with which they can be found. Advertising in local press is a great way to shout about what you do well.

Word of mouth is one of the most valuable advertising tools, and a simple way of in�uencing what happens in store. Think of creative ways to use eye-catching POS to draw your shoppers eyes to special deals. Also be inventive with window displays and signage, building on seasonal themes and national events, which will ultimately increase footfall.

Creating displays and in-store theatre for consumers to enjoy will also encourage purchases, as will stocking all the latest new products which, if supported by e�ective marketing, will be at the forefront of consumer minds.

08.MARKETINGTO CUSTOMERS********************

Promoting your store to customers is an e�ective way to generate new business and will help you stand out from the crowd

220%I saw a 220% increase in ice cream profits after adding eye-catching POS inside and swing-boards outside my storeSOURCE: SAM CHAPMAN, PAPERLANE, EASTBOURNE

Our success Checklist1 Know the various customer pro�les of

your store(s)

2 Use PoS, clear pricing, and seasonal promotiona material to highlight your products and special o�ers

3 Use local press to promote your products and services to your community

4 Work with other local businesses to positively promote your neighbourhood

IN ASSOCIATION WITH


partner Advice


Terry Philpott, Martins of Castle Cary, Somerset

THE IAA AWARDS REALLY HELPED IN terms of publicity as the local paper did stories on us and it raised our

pro�le among our customers as we displayed the trophy in our store. The environment and health category is so important as we all have a responsibility to help sustain our planet whether it just a small thing such as recycling. It is going to be more and more important over the coming years. In terms of health, obesity rates are rising and healthy eating doesn’t have to be something that just specialist health food shops can cater for. It is something that mainstream retail shops should be addressing as well. We made lots of changes to the shop last year and this year we will be assessing the bene�ts of the changes. We will be focussing more on fresh fruit and vegetables this year too.

Obesity rates are rising

and healthy eating doesn’t have to be something that just specialist health food shops can cater for.

why he won

* For Terry, the key issue is reducing wastage and in the past few years he has managed to halve the rubbish that goes to land�ll from the shop

* The shop uses recyclable and biodegradable bags and encourages customers to use reusable bags

* Waste is separated for recycling and behind the tills and in the o¤ce there are bins for paper, bins for plastic and bins for general waste

* The store also uses a lot of local suppliers, cutting down on food miles


* Secrets of success *--------------------Winner of the 2011 SUSTAINABILiTY award



The assumption is that running a sustainable

business is all about making changes that will minimise the impact your business has on the environment. But, to be successful, businesses need to think about the long term implications of everything they do. Considering the impact on the bottom line is essential, but the wider impact decisions will have on sta�, customers and the wider community should also be considered.There are a range of environmental changes that many forward

thinking retailers are already making which you can implement in your store, such as putting doors on your chillers, using energy e¤cient light-bulbs and introducing recycling facilities that can reduce your emissions and costs in the long term.Look at what’s happening in your community - are there local intitiatives that you could get involved with, or organisations that you can work with to help educate sta� and customers on the importance of the environment and their wellbeing?

09.SUSTAINABILITY***************************

A sustainable approach to retailing can have long term cost-saving bene�ts, as well as the potential to enhance customer loyalty.

72%of consumers believe it’s important to provide healthy food and drinks for their familySOURCE: PEPSICO UK AND IRELAND

Our success Checklist1 Store Goals - What short and long term goals have

you set to future proof your business? How are you doing against those? Are you saving money and emissions?

2 Sta� - How do you keep your valued employees engaged, trained and developed? How do you train the talent in your store?

3 Customers - How do you engage and interact with them? Do you get involved in local or national initiatives, such as Change4Life? Which promotions are proving popular with your regular shoppers?

IN ASSOCIATION WITHpartner Advice



THERE ARE A number of challenges

that retailers face on a daily basis when it comes to running a responsible business. It’s imperative that retailers are aware of these and stay up to date with legislation, as a failure to do so could put their business at risk. Having a robust process in place is vital, and retailers should take time to train their sta�, especially in the area of age-related sales. The advice is simple, you are only as strong as your weakest member of sta�.JTI supports the ‘No

ID No Sale’ campaign which is designed to help retailers prevent underage sales, and o�ers online support with advice and training available at www.tobaccoretailing.com. Resources like this can help you stay one step ahead and ulitmately prevent crime.By using the wealth of information and knowledge o�ered by manufacturers, suppliers and retail trade bodies, retailers can get support and guidance to help them retail responsibly.

10.RESPONSIBLE RETAILING**********************

Keeping up to date with legislation will help safeguard your store against crime and protect your sta�

TIPfind your local mp at findyourmp.parliament.uk and arrange an appointment so you can ask them how they are helping to reduce business crime in your area

Our success Checklist1 Ensure all sta� are properly trained on

age-restricted products, and all relevant policies and procedures.

2 Take adequate measures to ensure the security and safety of your sta� and store.

3 Source products responsibly

4 Work within your community to help crime prevention

IN ASSOCIATION WITH

partner Advice


Shahid Razzaq, Premier Mo’s Convenience Store, Glasgow

RESPONSIBLE RETAILING IS SO important now. If you are not a responsible retailer you can lose

your business. It is also something that your customers expect, so it’s important to keep on top of the changes in tobacco and alcohol legislation and do what you can to prevent crime. Winning the responsible retailing category has really helped my business. It generated a lot of publicity about the shop and it has made us very proud and keen to maintain our standards. We have recently put up notices in the alcohol section with statistics warning customers of the dangers of drinking alcohol.

Winning the responsible

retailing category has really helped my business. It generated a lot of publicity”

why he won* Shahid spends over £150 a

year on lea�ets publicising the consequences of alcohol abuse

* Children under 16 are not allowed to purchase high energy drinks in Shahid’s store and there is an ID 25 policy for buying alcohol

* Anyone buying alcohol has to have their �ngerprints scanned with the store’s �ngerprint scanner and are �lmed on CCTV while purchasing alcohol


* Secrets of success *--------------------Winner of the 2011 Responsible Retailing award


Roli Ranger, Londis, Ascot, Berkshire

RETAIL INNOVATION IS VITAL AS new ideas in the store generate more business from customers. We

bought in fruit and vegetables from a local supplier after we carried out research with our customers. After winning the award, Londis made up some posters for us which we displayed inside and outside the store. It raised the pro�le of the store and has raised the customers’ con�dence in us too as they know we have high standards because we have won this award. We have upped our game even further to grow our sales even more since then.

It raised the pro�le of the

store and has raised the customers’ con�dence in us too”

why he won* Roli de�es tradition, keeping

all fresh fruit and veg outside the shop, increasing his sales by 200%

* He capitalised on this by adding two traditional greengrocer carts

* He innovates his wine range by catering for a±uent customers and displaying expensive bottles in wicker baskets


* Secrets of success *--------------------Winner of the 2011 Retail Innovation award



INNOVATION TAKES e�ort. It also means that you may have

to try things that fail. That’s no reason not to try! Be alert to new technologies and techniques that could be useful in building your business. Get the basics right – a clean, well-lit store, with carefully thought-through ranges that meet your customer needs, with helpful sta� and a good EPoS system to enable you to manage your business. Your shop can provide an exciting

experience for your customers – what about a wine grotto, or an area where you can make up your own salad from fresh ingredients? Develop relationships with di�erent sections of your community by using personal contact, social media and the local press. As your skills develop, you will become adept at responding to the needs and desires of your customers. Constant change takes e�ort, but it can delight your customers.

11.RETAIL INNOVATION********************

Making regular changes in-store will keep your o�ering fresh, entice new custom and encourage repeat visits

32%I saw a 32% increase in Coca-Cola sales since introducing a meal dealSOURCE: ROB LANGMAID, LANGMAIDS NEWS, EXETER

Our success Checklist1 Introduce new services and categories to

meet your customers’ needs and stay one step ahead

2 Innovate your core categories to increase the appeal of your store and create a point of di�erence

3 Use seasonal events and trade-supported initiatives to inspire innovation

IN ASSOCIATION WITH THE RETAIL DATA PARTNERSHIP partner Advice



RESEARCH SHOWS THAT convenience stores can look forward to a period of continuing growth.

Your sta� team is one of your key assets in making sure you get your share of this growth. That’s why investing time in sta� training, development and motivation is so important. All our experience indicates that huge bene�ts derive from having a planned and structured approach and this needn’t cost a lot of money; some of it is simply good practice, like clear job descriptions and a thorough induction process for new sta� that stresses the importance of customer service. Keeping sta� involved and informed is also important, so regular updates on how the business is performing can really pay dividends. More formal training may also be necessary and there are NVQs in retailing and customer service which you should explore. However you approach it, developing and motivating your sta� will reward you with a more successful store.

12.STAFF DEVELOPMENT**********************

Looking after your sta� is one of the most important ways that you can create a positive impression and maintain a good reputation.

tip“I’ve just trained eight members of staff for my new shop and after three days I’m confident that they could easily run it without me. Putting staff members in charge of sections of the shop gives them a real passion for what they are doing”SUNDER SANDHER, S&S LONDIS, LEAMINGTON SPA

Our success Checklist1 Give sta� structured inductions, training and feedback

2 O�er personal development to keep sta� motivated. Giving them extra responsibility can also free up your time

3 Use national training and certi�cation schemes

4 Communicate in-store news via newsletters, notice boards and sta� meetings

IN ASSOCIATION WITH

partner Advice


“Winning the IAA award has

de�nitely been good for the store. It has brought the team together and made them feel they have really achieved something. themselves.”

why he won

* Sta� are sent on training courses designed by TV retail guru Mary Portas

* The store o�ers an apprentices’ scheme for new recruits

* All the sta� are involved in coming up with ideas for seasonal events and creating displays

* Sta� are given the opportunity to be creative


* Secrets of success *--------------------Winner of the 2011 STAFF DEVELOPMENT award

Rav Garcha, Nisa Local, Broadway

STAFF DEVELOPMENT IS CRUCIAL because if sta� realise stocking the shelves well is good for business,

they will work hard at what they do and will recognise that their work has an impact on the business. It is the sta� who make the shop succeed as a business and make the customers return to the shop again and again. I am always looking at how they can develop their skills further because this can only bene�t the shop. Winning the IAA award has de�nitely been good for the store. It has brought the team together and made them feel they have really achieved something. Customers often ask what the award is for and my sta� are able to explain it to them and feel proud of themselves.


The Guide to Better Sales

& Pro�ts 2012

Winning the category of

responsible retailing has really helped my business. It generated a lot of publicity”Shahid Razzaq, Premier Mo’s Convenience Store, GlasgowWinner of 2011 Responsible Retailing award

COVER OPTIONS FINAL THIS ONE.indd 2 04/04/2012 17:48

The Independent Achievers Academy Guide 2012

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Transcript of The Independent Achievers Academy Guide 2012