Retailer 1 - the large shop

Store Profile BR Soft drinks Savoury snacks / crisps Store management
Login or register to save this article


Patrick Patel

  • Location: Crofton Park, South London
  • Shop size: 3,000 sq ft, supermarket style
  • Been in the business: 30 years
  • Customers: “high-end” mums, families, office workers

Patrick Patel’s store started out as a newsagent and expanded into a convenience store. Two years ago, Patrick and his family joined Budgens and around 60% of its original customers were replaced by mums, families, “yuppies and high-end people”, as Patrick puts it. The store’s best sellers are alcohol, pop and fresh and chilled produce. It also sells organic and gluten-free products, and offers a number of free services to encourage footfall. Patrick got involved in the project because he admitted that having a supermarket format has meant “newsagent lines”, such as drinks and chocolates, have suffered from a lack of attention.



  • Confectionery displayed on 3 metre main layout mid-store, described by Patrick as “haphazard”.
  • Kids’ products low on shelves.
  • Block chocolates high on shelf.

    Crisps & Snacks

    • Crisps and snacks merchandised together in tight space mid-store.
    • No planograms followed.
    • Promotions such as Walkers’ two for £1 deal working effectively.

    Soft Drinks

    • Displayed on main fixture on aisle next to entrance.
    • Wide range to incorporate main brands and niche to suit customer base.
    • All products chilled, including larger packs.

    Category Advice

    Mars: ConfectioneryMars, selling on impulse, logo

    • Rationalise range by 10%.
    • Do a full relay, multifacing best sellers, grouping products by category and allocating space according to sales.
    • Create a themed area with relevant point-of-sale material.
    • Build display of the best selling bitesize confectionery lines near the beers, wines and spirits area.

    PepsiCo: Crisps & SnacksWalkers, selling on impulse, logo, pepsico

    • Relay the fixture to focus on best sellers and optimise range.
    • Place chiller baskets containing core products by sandwiches.
    • Create a secondary display in the beers, wines and spirits section with a range of sharing bags.
    • Maximise market-leading promotions such as Walkers Flavour Cup by using secondary sites and PoS material.

    GSK: Soft DrinksGSK, selling on impulse, logo

    • Group like products together and implement a needstates flow to make it easy to find products.
    • Smarten up vertical blocking.
    • Reduce facings on slow selling lines.
    • Give more facings to top selling products.



    • Increased volumes ordered from wholesalers.
    • Customers often buying two bars of chocolate instead of one.
    • Vastly improved layout with blocked categories naturally leading on to each other.
    • 41% more bagged confectionery and 8% more countlines sold.
    • 11% increase in units of confectionery sold.

    Crisps & Snacks

    • Sales of single bags up 50% in-store between May and July, compared to February to April, before the changes were made.
    • Large increase in sharing bags sales – up 101% during the project – due to secondary site placement.
    • 58% overall rise in crisps and snacks sales.
    • High sales generated from secondary sites, such as baskets in chillers and placements near alcohol.
    • Better understanding of different sales patterns on different days and the need to adapt displays accordingly.

    Soft Drinks

    • Drinks sales increased through better placement in the chiller, especially water and energy drinks.
    • 17% growth versus the market.
    • Improved shopping experience for customers due to clear blocking of products.
    • Improved marketing of key brands and products, advertising store’s core range to customers.
By betterRetailing ⁣ Avatar
By betterRetailing ⁣ 06 Oct, 2010



Have you seen a boost in own-label products in the past year?

Make the most of

You know your shop better than anyone. Now you can decide exactly what news, advice and retailer case studies that you want to see to help you improve your business.

Subscribe to personalise your content Already have an account? Login