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In the next IAA Academy in Action visit, the IAA’s Chris Rolfe joined Camelot’s Sally-ann Twydell and Paul Miles on a visit to Kuljeet Singh Grover’s store to find out how he creates great in-store theatre.

Kuljeet has had the National Lottery in-store for six months and has worked hard to ensure that it is promoted to customers with window posters, tillpoint PoS and a multitude of winning Scratchcards on show. “You are making it really clear that you have services such as The National Lottery and PayPoint,” says Paul. While Sally agrees that window PoS is effective, she advises that sometimes less is more. “It would be better to display only the current promotional posters,” she says.

Sally asks Kuljeet if he did any promotions for the Olympics last year, and also suggests that he could take advantage of the Anniversary Games coming up this summer. “We do special pricing and offers on beer around big football matches to please our customers. I can also link football cards for kids to those occasions,” says Kuljeet.

Kuljeet explains that some of his main priorities are keeping his store clean and well faced, sourcing the best deals for his customers and using effective PoS to advertise his competitive prices clearly. “Booker runs a lot of alcohol promotions and we promote them to get more customers buying. I also go to different cash and carries to get the best deals, because I want to compete with the supermarkets’ prices,” he says.

Key tips from the IAA

  • Make sure your PoS is up to date, highlighting current promotions and supplier activity
  • Keep abreast of national and local events and think about how you could link them to activity in-store
  • Highlight your offers inside and outside so customers are clear about the value you offer them.

If you think you provide great marketing to customers, let us know by entering the Academy here.

Entry to the Independent Achievers Academy is free, and closes on the 26 July.