Having great stock is one thing – guiding your customers to it is another. The IAA’s Tom Gockelen-Kozlowski joined PepsiCo’s Jonathan Kempster at Parminder Singh’s Rotherha store to talk about his shop layout.

On the outskirts of Rotherham, Parminder Singh is working hard to improve Think about why his store and the way it serves his customers’ needs. “We’ve been here for over 10 years and have rearranged the store a number of times,” he says.

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