This small store in a busy resort town would benefit from the guidance and promotions available through the Xtra Local group, says Bestway’s sales director, Tony Holmes. There are also opportunities to develop food to go and fresh ranges in this business, he believes
Increase the store’s kerb appeal
The first thing I would do is open up the window to let shoppers see inside the store and place selected promotional posters on the wall space to show the deals on offer through our group. I’d update the fascia to reflect Xtra Local branding and ensure there is consistency with the signage around the store. Decluttering the front of the store will be a great first step in making the store more customer-friendly.
Create distinct areas in-store
At the moment, the store is too over-faced with no clear customer journey. There seems to be a huge amount of space given over to canned and jarred goods, so I’d recommend looking at the sales figures and rationalising the range where appropriate. Moving and replacing the tired-looking ice cream cabinet would help boost impulse sales, and incremental purchases like these will be key to increasing the store’s performance. Likewise, there doesn’t seem to be a food to go solution and I would recommend putting in a small introductory offer such as a Cuisine de France stand and coffee station opposite the entrance.
Improve chilled and introduce fresh
We would cut down the range of soft drinks in the chiller to the top 20 impulse products and utilise the additional display to stock sandwiches or chilled snacks for workers who use the store. I’d recommend adding a section for fruit and veg to capitalise on the growing trend for fresh produce and promote time-of-day meal solutions. Larger formats of soft drinks should be moved to a take-home area with drinks and larger snack formats providing a clean, uncluttered offer to shoppers. I’d then suggest using any gondola ends near the entrance to highlight promotional offers.
Rationalise the news and magazine ranges
The current display is too over-ranged, so I would recommend cutting down the number of titles by looking at weekly sales data and re-stocking accordingly. This will create space for a core convenience offer of grocery and non-food which will be merchandised by the Xtra Local representative. Then, confectionery clipstrips and secondary siting units could be put up to increase impulse sales in the news and mags area.
Declutter the counter area
We would declutter the counter area by moving the promotional items onto the special promotions gondola end and leaving the counter free for high-impact impulse promotions and Xtra Local promotional leaflets. Re-laying the spirits fixture at the rear, focusing on best-selling spirits, including fractionals, and investing in LED lighting and shelving to create theatre and a more professional look will all help to encourage impulse sales.