Yes, but only if they stock the right range of items, including non-food. Christmas should be seen as an opportunity rather than a threat, reports Nick Hughes
Christmas is a crucial period for every retailer. Get your offer right and you could be toasting a very happy new year. Get it wrong and you're left with a stock room crammed full of unsold tinsel and unwanted Christmas puddings.
This week's mystery shop tested Reading's retailers on their ability to cater for Christmas shoppers. The results were a mixed bag. On the one hand, availability of food items was strong. Four out of the five stores stocked Christmas pudding, while three of the shops had mince pies for sale.
Their Achilles' heel, however, was non-food, with just Twyford Convenience Store stocking Christmas crackers and only two stores selling wrapping paper.
Independents are put off stocking Christmas items by a fear of being left with surplus stock, says Trevor Dixon, director of the Rural Shops Alliance. "Independents seem to have in their DNA a terror of wastage," he says. "It does weigh on their minds quite heavily."
With the multiples discounting heavily on Christmas lines, the independents have a tough time competing, he adds. "The times when indies had a significant Christmas range have diminished because of the offers in the supermarkets," he says. "Independent retailers can't even buy at the price the multiples are selling the product at."
However, independents should view Christmas as an opportunity rather than a threat, he says. "We believe that each Christmas retailers should make an extra effort to let the community know they are there, if they do - for example - happen to need a set of batteries on Boxing Day. Then that customer might come back the next time they need something. We are encouraging retailers to produce leaflets detailing opening hours and engage with the local community - to use Christmas as a way to promote the shop."n
Somerfield
Address: West Street
Time & date: 26 November 2008 at 12.30pm
Our shopper visited during a busy lunchtime with many customers buying food to go. Two members of staff manned the checkout while several more busied themselves filling the shelves. However, by the time our shopper joined the queue, it stretched halfway down the store, with no extra help forthcoming. Most of the seasonal products were stocked with the exception of the wrapping paper and the Christmas crackers.
Iceland
Address: The Wickes Centre, Weldale Street
Time & date: 26 November 2008 at 1.30pm
Fixtures at the entrance to the store offered loaves of bread at 2 for £1. This was replicated throughout the store with a host of prominent special offers and discounts, some of which spilled over into the aisles, making the store difficult to navigate. Service at the checkout was polite and efficient. Staff were able to point out the nearest bus stop, but other than that there was no community information available.
Twyford Convenience Store
Address: Longfield House, Longfield Road
Time & date: 26 Month 2008 at 2.30pm
Located next to a large residential area, this store was big for an independent, although it was devoid of customers when our shopper visited. The store was well stocked but difficult to navigate due to a lack of signposting. The solitary staff member was helpful and courteous but his knowledge of the store and its products was somewhat limited. The store offered billpay and top-up services.
Costcutter
Address: 104-108, School Road, Tilehurst
Time & date: 26 November 2008 at 3.35pm
Though small, this store was logically ordered and easy to navigate. Wrapping paper was the only Christmas line stocked - located in a cardboard display near the back of the store. A lengthy queue had formed by the time our shopper reached the checkout, but the hardworking assistant was efficient and polite and quickly shortened the queue.
Swallowfield Parish Stores
Address: The Street, Swallowfield
Time & date: 26 November 2008 at 4.40pm
Unlike some of the chain stores we visited, this shop was clearly at the hub of its community. Stock was well presented on newly fitted shelves, while one of the gondola ends was dedicated to Christmas products, many of which were locally sourced foods. The assistant welcomed our shopper personally and offered help without prompting.
Christmas is a crucial period for every retailer. Get your offer right and you could be toasting a very happy new year. Get it wrong and you're left with a stock room crammed full of unsold tinsel and unwanted Christmas puddings.
This week's mystery shop tested Reading's retailers on their ability to cater for Christmas shoppers. The results were a mixed bag. On the one hand, availability of food items was strong. Four out of the five stores stocked Christmas pudding, while three of the shops had mince pies for sale.
Their Achilles' heel, however, was non-food, with just Twyford Convenience Store stocking Christmas crackers and only two stores selling wrapping paper.
Independents are put off stocking Christmas items by a fear of being left with surplus stock, says Trevor Dixon, director of the Rural Shops Alliance. "Independents seem to have in their DNA a terror of wastage," he says. "It does weigh on their minds quite heavily."
With the multiples discounting heavily on Christmas lines, the independents have a tough time competing, he adds. "The times when indies had a significant Christmas range have diminished because of the offers in the supermarkets," he says. "Independent retailers can't even buy at the price the multiples are selling the product at."
However, independents should view Christmas as an opportunity rather than a threat, he says. "We believe that each Christmas retailers should make an extra effort to let the community know they are there, if they do - for example - happen to need a set of batteries on Boxing Day. Then that customer might come back the next time they need something. We are encouraging retailers to produce leaflets detailing opening hours and engage with the local community - to use Christmas as a way to promote the shop."n
Somerfield
Address: West Street
Time & date: 26 November 2008 at 12.30pm
Our shopper visited during a busy lunchtime with many customers buying food to go. Two members of staff manned the checkout while several more busied themselves filling the shelves. However, by the time our shopper joined the queue, it stretched halfway down the store, with no extra help forthcoming. Most of the seasonal products were stocked with the exception of the wrapping paper and the Christmas crackers.
Iceland
Address: The Wickes Centre, Weldale Street
Time & date: 26 November 2008 at 1.30pm
Fixtures at the entrance to the store offered loaves of bread at 2 for £1. This was replicated throughout the store with a host of prominent special offers and discounts, some of which spilled over into the aisles, making the store difficult to navigate. Service at the checkout was polite and efficient. Staff were able to point out the nearest bus stop, but other than that there was no community information available.
Twyford Convenience Store
Address: Longfield House, Longfield Road
Time & date: 26 Month 2008 at 2.30pm
Located next to a large residential area, this store was big for an independent, although it was devoid of customers when our shopper visited. The store was well stocked but difficult to navigate due to a lack of signposting. The solitary staff member was helpful and courteous but his knowledge of the store and its products was somewhat limited. The store offered billpay and top-up services.
Costcutter
Address: 104-108, School Road, Tilehurst
Time & date: 26 November 2008 at 3.35pm
Though small, this store was logically ordered and easy to navigate. Wrapping paper was the only Christmas line stocked - located in a cardboard display near the back of the store. A lengthy queue had formed by the time our shopper reached the checkout, but the hardworking assistant was efficient and polite and quickly shortened the queue.
Swallowfield Parish Stores
Address: The Street, Swallowfield
Time & date: 26 November 2008 at 4.40pm
Unlike some of the chain stores we visited, this shop was clearly at the hub of its community. Stock was well presented on newly fitted shelves, while one of the gondola ends was dedicated to Christmas products, many of which were locally sourced foods. The assistant welcomed our shopper personally and offered help without prompting.
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