Maximising the opportunity.. survive and thrive

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Maximising the opportunity..survive and thrive
Jonathan Rons client director him!
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• Him! listens to shoppers
• Lots of them - 750,000 convenience shoppers
• Our verdict - Independents can survive and
  thrive!
• providing you change as consumers needs change
• A good independent will always do better than a
  good chain store
• Some thoughts on how to survive in todays
  customer-focused market place

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The future will be More Local More Green More
individual More demanding Faster changing More
technically reliant
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Budgens Crouch End
Local artists
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Part of the Community

• Reserve fire officers
• Defibrillator in the store
• Sponsorships Football Cricket
• Garden Fete
• Lady Drivers Evening
• Elderly Disabled Drivers Morning
• Local Carnival
• Free Home Delivery
• Employ Local People
• Sell Local Produce

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Leaflets (basic leaflet for distribution)
Those shoppers who receive leaflets spend more
per trip, buy more promotions, visit more
frequently
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Locally Sourced Products
56 of shoppers want their local store to sell
more locally sourced products
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Consider local alliances
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Noticed the fresh healthy revolution going on
in the UK?
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Healthy/ Organic Products
75 say they are now watching what they eat and
drink to a certain extent
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Health zone required?
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Ethnic ranges
Huge explosion of new communities in some areas.
Exploiting the opportunity?
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Gifts
44 of men leave buying presents until the last
24 hours
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Big night in
Shoppers have friends over for food/drinks/watch
TV or films once a week. What are you doing to
exploit it?
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Services
20 of shoppers will use a store for its
services PayPoint customers spend 3.50 on shop
goods on average
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ATMS
60 of shoppers who withdraw cash spend it in
store
On groceries, alcohol and cigarettes
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Instore Bakery
76 of shoppers think an in-store bakery improves
the overall impression of a local store
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Food for nowPeople leave home 10 times a month
without eating breakfast
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Where would you go for breakfast?
Shoppers leave home 10 times a month without
eating breakfast
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Growing importance ( demand for) quality coffee
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Fresh is at the HEART of convenience retailing
The importance of fresh
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Fruit and Veg impluse flow
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Invest in waste..
Shell retailers must have 10 sandwich wastage
everyday
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Meal for tonight
50 of shoppers _at_ 5pm do not know what theyre
going to eat tonight
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Visibility of products
Gondolas too high?Visibility of products
hidden?Signage?
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External signage/ impressionThe outside of your
shop suggests what the inside will be like
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Signage
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Make a statement make it bold
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Dairy chillers

• Open rather than behind closed doors

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News morning titles only sold in the
mornings?Importance of local newspapers.
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Fast service
FAST is a TOP priority
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More fast service - Starbucks oyster cards
What can you do to improve SPEED?
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If price was THAT important.
Still only 5 market share a decade later
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The importance of availability
Reasons for failed purchase
(source CTP 2006)
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The importance of availability
Yellow card. Red card. OUT!
If a product was out of stock, how many times
would you come to this store before deciding to
try an entirely different shop?26 say
once 27 say twice11 say three times 4 say
four times
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Hero categories are often the old favourites
This store should always be in stock of
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Exploit impulse opportunities
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• There are many ways you can improve sales and
  profits
• But it essentially comes down to knowing your
  customers
• and giving them what they want