Winner: Waitrose Four Oaks
Duty manager: Joel Perkins
Size: 12,000 sq
Market share: 13.8%
Nearest rivals:
Sainsbury’s 0.2 miles
Morrisons 3.5 miles
Asda 5.1 miles
Store data source: Analysis by CACI.
Call the market planning group on 020 7602 6000

 

The store had no out of stocks. Has availability been a major area of focus? We got a new store manager, Shay D’Arcy, about three months ago and three new section managers around the same time, including myself. Since arriving in branch, we’ve had a real drive on availability - maintaining shopkeeping discipline and making sure everything is where it should be.

Our shopper was impressed by the service, too. What have you done to keep up standards? We get a lot of online customer feedback through the Waitrose ‘measuring the magic’ initiative - about 60 responses a month. That really motivates everyone. There is a happy, family atmosphere in the branch.

How does having been open for almost 40 years affect the character of the store? It creates a real family feel. A lot of customers have shopped with us since the beginning and a lot of members of staff have been with us for a long time too.

What has been selling well recently? In recent weeks, things like beers and barbecue foods have seen double-digit increases. We also had a good offer on picnic lines that went well. The celebratory atmosphere with the Olympics seems to have had a real impact here.

How did the bank holiday weekend go? We had really good trading days on Saturday and Sunday but Monday was quieter. I guess people were stocking up early in the weekend.

How do you feel the extension of Brand Price Match and other work on price has affected sales at the store? We’re seeing more and more families coming into the store and I think all the work we’ve done on price perception has persuaded our existing customers to come in and do bigger shops with us. The average store basket size is on the increase.

Have more upmarket lines started to struggle in the recession? No, not really. Our fine white wines and ready meals have been selling well as people dine in more. 

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