house
  • Name: Vince Malone
  • Shop: Tenby Stores & Post Office
  • Location: Tenby, Pembrokeshire, Wales
  • Size: 900sq ft
  • Staff: Four full-time, three part-time

The IAA’s Simon King and News UK’s Chris Hughes joined Vince Malone to advise on retail innovations he could implement in-store.

Vince’s Challenge:

Vince MaloneVince wants to attract both more and younger customers to the shop, increase social media activity and target tourists visiting Tenby.

Vince says:

“I always like to have other people’s ideas and get their views on my business, using their experience and knowledge. I greatly anticipated the IAA visit. There is a lot I know I can do here and I am really looking forward to taking on News UK’s advice. It was a very good visit. I didn’t know what to expect, but I came into the visit open-minded and it’s far exceeded what I was expecting.”

IAA advice:

1. Improve the shop frontage to promote offers and increase footfall

Chris is impressed with the shop’s location, but says new or digital signage could promote Vince’s products and services. “There’s a huge missed opportunity,” Chris says. “The shop faces a busy high street but doesn’t inform people of its offering; a better option is to consider a digital window display as it maximises the opportunity to advertise and encourages customers to come into the shop.” Vince agrees with the shop’s location digital signage would be advantageous, but points out that it is in a conservation area within the Pembrokeshire Coastal National Park. Chris adds: “Work with your local council, show them it’ll enhance the area to gain their support.”

Action: Speak to the council to better utilise the shop frontage and drive customers in

2. Add value to Tenby’s tourists by offering a point of difference

Chris says while Vince’s shop provides good service to local customers, the challenge is tapping into the tourist market, so they know the shop is there. “This could be a one-stop-shop for tourists,” says Chris. “With the population increase in the summer you could offer a delivery service to visitors so they have the basics they need. Holidaymakers could pre-order a welcome hamper or a picnic box so it’s ready when they arrive.” Vince will need to look at how people can place orders, “perhaps via email, online or over the phone. Work closely with holiday parks, aim to be their preferred supplier and show the benefits this could bring them.
This is an opportunity to promote local Tenby products.

Action: Create logistic plans for box offers, order, delivery and pricing

3. Implement a new social media strategy to involve the community

The shop’s Facebook page currently features details of new products and promotions; however, Chris feels the page could be tailored. “Social media posts should not only show the offers that you have in store, but tell the story of the shop, make a connection with the local community and aim to get them involved with requests for feedback or recommendations.” “Local community members respond to different things to tourists on holiday” says Chris. “Personalize your offer and bring it to life.
“You could even ask a tech savvy staff member or friend to help.”

Action: Create new posts to personalise your offer and bring it to life

Partner advice:

“Vince is great, he knows his customers, is looking to improve and is very open to ideas which could help him drive his business. It’s good to speak to retailers like Vince in their shop as you get to see how they are responding to the challenges they face in their local community.

“Vince has got a great opportunity with the influx of tourists to tailor his operation and take advantage of that increased footfall.”

Chris Hughes, Head of Retail Marketing, News UK

pencilYour action plan:

  • Go to betterretailing.com/IAA to download the free tools to improve your shop
  • Call 020 7689 0600 (Option 3) to find out how you can take part in a future visit from one of our partners
  • To benchmark your shop, download your free digital copy of the IAA’s Retail Profit Guide.

Our retail toolkit is packed with useful tools and resources to help you grow your sales and profits, including the Retail Profit Guide.