Masterclass: Finding success with the right fascia

Q Surely it’s what’s inside that’s key. How important really is a store’s fascia to its success?

Brundle: It’s very important. For us, we recognise that people see the Spar brand as a reflection of value and quality. But we have gone further we also have our own stamp all over the store, so together the two concepts work really well. We certainly wouldn’t have won the awards we have if it wasn’t for Spar’s help.

Patel: From a brand point of view a good fascia will give an indie a brand identity. It shows that a store is part of a bigger group and communicates the rest of the assurances that go with it, like promotions, quality and service. From a retailer’s point of view, belonging to a fascia group gives them a bit more security with things like promotional leaflets, store planning and so on.

Q Choosing a fascia is a big decision. What factors should retailers consider?

Brundle: When we were making our decision, we thought long and hard over which symbol group to choose. We had run our store as an independent, unaffiliated outlet for two years and wanted to be part of a symbol group so we could concentrate on running and improving our business. Spar, for us, ticked all the boxes. We believed their product range to be absolutely fantastic, their prices were good, and we knew they would give us flexibility with suppliers as so we could stand out from the crowd and sell small producers’ products, which was extremely important to us.

Patel: One important thing to consider is that the fascia fits with the store’s location - that it’s not overpowering and too much out of line with how other stores in the area look. Of course, it’s up to the retailer what level of support they want from their group. They need to think long and hard about their needs and whether they want to go for the entry-level fascia or for something at the other end of the market. It’s really up to them how they play it.

Q More and more symbol groups and retailers are tailoring fascias to suit local areas. Why?

Brundle: As soon as you see our store the first thing you notice is the different logo we have. We wanted something completely different, to show that we are completely different [the store features a pizzeria, for instance]. We chose a Spar fascia that had never been used before: it has a grey background as we wanted people to know that our store was different to most supermarkets. Our architect and the Spar design team were involved in putting it together, and all of us were really happy with the end result.

Patel: The multiples are not going to change their fascias from village to village, obviously. Of course a group must maintain its identity, but we are seeing more groups tailor their fascias - Costcutter, for example, has been doing this and I would expect to see more people joining in as well. But at the same time there has to be a degree of uniformity across a group.

Q Ultimately, though, responsibility for how a store looks lies with the shopkeeper, doesn’t it?

Patel: Of course. You have to make sure that the lighting is right so that it’s lit up well at night and everything has to be kept clean and inviting in order to attract customers into the store. And, as the market becomes more competitive, we will see more and more symbol groups actively taking measures to make sure they have uniformity and high standards right across their estates. This is already taking place now. Lower-performing retailers are being encouraged to step up or are being offered alternative fascias.