Vip Panchmatia, winner of last year’s IAA award for availability faces touch competition being just a mile away from a Tesco and Asda supermarket, yet he has ensured business stays strong by ensuring that customers can get what they want when they want it.
“Customers need to be able to come in at any time of day and find what they are looking for,” he explains.
“If they come in a couple of times and we don’t have it, they will not come back again and we will lose that customer.”
He believes in stocking a wide range of products and best-selling brands because this is what gets customers to come back to the shop again and again. He has also introduced a pound zone area to the shop, where all the items are on sale for up to a pound.
“The pound zone is very popular with customers and although margins are low, it is good because it keeps them happy and coming back for more.
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