Yes, the multiples have posed formidable competition since they entered convenience. And, yes, they are a hard act to follow – but the independent shouldn’t forget their own points of difference
James Lowman, Chief executive, Association Of Convenience Stores
For retailers of all kinds, tough competition is a fact of life. Successful independents understand where they can replicate the major multiples and where they need to offer a distinct point of difference.
Independents can learn from the store standards of the multiples – providing the right range, keep the store clean and bright, focus on availability and footfall drivers such as bread and milk, offer value, and focus on providing fast and friendly service.
However, independents have their own distinct advantages:
1. Local knowledge and insight. Independents live and work in the same community as their customers and should think carefully about how to use this opportunity to inform business choices.
2. Community presence. Customers won’t support you just because you are independent, but if you do other things right, being known as a local business will generate loyalty.
3. Local sourcing – providing something unique and different will engage the customer. In today’s market, showing you care about food miles and supporting local businesses will reap rewards.
Kenneth Parsons, Chief executive, Rural Shops Alliance
First of all, make sure the key factors of housekeeping are in place. Even today, the plea from a shopkeeper that ‘we don’t want to look like the supermarkets’ is usually an excuse for not achieving basic standards. Get them right and then look for areas where you can beat the supermarkets.
Convenient location is a major advantage for most independents. Consumers are deciding where to shop based on perceived prices, but are less aware of the cost of driving. So let them know how much it costs to drive to the competition.
Major supermarket staff are drilled to make eye contact and smile. But independents can offer real human interaction, a far more valuable experience. This takes good staff training to deliver consistently, but it makes a visit to your shop one a customer will want to repeat.
Finally, review your ranges. Supermarkets stock ‘local’ food, but independents can stock very local ranges from small producers. Highlight them with shelf-edge tickets.
Stock more food-to-go, ready meals and bottles of wine for people eating out less.
Raj Krishan, Retail controller, Landmark Wholesale
Independent retailers can without doubt turn the multiple retailers’ presence to their advantage if they make the most of the unique relationship they have with their customers. When it comes to dealing with customers, first-name terms are commonplace and often the local independent is the focal point of the community.
Most independents are staffed by local people, who have strong local ties and knowledge. This is in marked contrast to the big boys who simply assign a company manager to each store, rarely with any local connection.
Knowing what the customer wants is a major advantage and independents have the flexibility to respond to customers’ needs by offering the right products at the right time at the right price, particularly with schemes such as Hot House. This is increasingly important as consumers turn away from bulk buying, preferring instead to make more frequent shopping trips to buy what they need, when they need it.
Shopping locally is good for the environment. Consumers can effectively reduce their carbon footprint while getting some healthy exercise. I rest my case!
James Lowman, Chief executive, Association Of Convenience Stores
For retailers of all kinds, tough competition is a fact of life. Successful independents understand where they can replicate the major multiples and where they need to offer a distinct point of difference.
Independents can learn from the store standards of the multiples – providing the right range, keep the store clean and bright, focus on availability and footfall drivers such as bread and milk, offer value, and focus on providing fast and friendly service.
However, independents have their own distinct advantages:
1. Local knowledge and insight. Independents live and work in the same community as their customers and should think carefully about how to use this opportunity to inform business choices.
2. Community presence. Customers won’t support you just because you are independent, but if you do other things right, being known as a local business will generate loyalty.
3. Local sourcing – providing something unique and different will engage the customer. In today’s market, showing you care about food miles and supporting local businesses will reap rewards.
Kenneth Parsons, Chief executive, Rural Shops Alliance
First of all, make sure the key factors of housekeeping are in place. Even today, the plea from a shopkeeper that ‘we don’t want to look like the supermarkets’ is usually an excuse for not achieving basic standards. Get them right and then look for areas where you can beat the supermarkets.
Convenient location is a major advantage for most independents. Consumers are deciding where to shop based on perceived prices, but are less aware of the cost of driving. So let them know how much it costs to drive to the competition.
Major supermarket staff are drilled to make eye contact and smile. But independents can offer real human interaction, a far more valuable experience. This takes good staff training to deliver consistently, but it makes a visit to your shop one a customer will want to repeat.
Finally, review your ranges. Supermarkets stock ‘local’ food, but independents can stock very local ranges from small producers. Highlight them with shelf-edge tickets.
Stock more food-to-go, ready meals and bottles of wine for people eating out less.
Raj Krishan, Retail controller, Landmark Wholesale
Independent retailers can without doubt turn the multiple retailers’ presence to their advantage if they make the most of the unique relationship they have with their customers. When it comes to dealing with customers, first-name terms are commonplace and often the local independent is the focal point of the community.
Most independents are staffed by local people, who have strong local ties and knowledge. This is in marked contrast to the big boys who simply assign a company manager to each store, rarely with any local connection.
Knowing what the customer wants is a major advantage and independents have the flexibility to respond to customers’ needs by offering the right products at the right time at the right price, particularly with schemes such as Hot House. This is increasingly important as consumers turn away from bulk buying, preferring instead to make more frequent shopping trips to buy what they need, when they need it.
Shopping locally is good for the environment. Consumers can effectively reduce their carbon footprint while getting some healthy exercise. I rest my case!
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