Use your imagination

Ranjan Patel used her first speech as president of London's Newsagents Federation this week to urge independent shopkeepers to use their imagination to win business from shoppers.

"We can exploit [our shops] by using our greatest gift, our imagination, ensuring the environments we create are interesting and inviting," she said.

On the street in London a day later I passed by an Italian deli, which was beautifully presented and outside had this little sign encouraging shoppers to book an Italian cookery course, under the headline I love Cooking! Make your own Italian dinner £35, it promised.

Further up the street, was a Mexican restaurant with fresh oranges and limes in boxes by the window...plus a mass of chilis. It was completed by an A-board outside saying that it was the Observer's best cheap eats in the UK award winner.

In between was a newsagent business with a Camelot national lottery station outside. Inside I was greeted by two signs on its magazine rack. One said: "No browsing." The other said: "Thieves will be prosecuted."

Perhaps the owner should talk a short walk up and down his own street and think about what he is doing to make his shop a destination for shoppers. He may have some problem customers but there must be an alternative to making your shop feel like a fortress.

Comments

Three secrets of great merchandising

Look at the ceiling and top wall of this McDonalds restaurant. There is a picture of two good looking healthy people having fun and some bright primary colours. Ask yourself what is the purpose of this picture? In the latest issue of Retail Newsagent in a feature on merchandising, Andrew Knight of RI tells its independent readers that they need to think about using sharp pictures of non-packaged products linked to people consuming goods. Perhaps this has been taken to the next level by the fast food chain - that is selling the feeling of being happy and healthy rather than the products. A second, related tip from the same feature is made by most contributors - it is vital to keep windows clean and clear of clutter. "I believe that less is more," says Roli Ranger, a retailer from Ascot, Berkshire. He has posters for promotions in between the windows that are regularly updated and discreet signs in the windows. Third, a highly visible well-stocked promotion at the entranc

Overcoming a price disadvantage

Planning for his speech at the Independent Achievers Academy last week, Theo Paphitis asked an assistant to buy a basket of six essentials from a Tesco, a Londis (independent operator in a symbol group) and a One Stop (Tesco's CTN/convenience chain). Tesco was cheapest by a big margin. Second came Londis. The most expensive was One Stop. Mr Paphitis understands the power of the supermarkets and he says the way to counter them is to focus on how to make the experience of shopping with you more relevant to shoppers or more enjoyable for them. John Heynan, sales director of Molson Coors, told Retail Newsagent at about the same time that occasional beer buyers will pay 13 per cent more for their beer in an independent convenience store, provided the retailer targets them appropriately. Tesco has carved itself out this 13 per cent head start. Looking at pricing, if Tesco is 100, then Tesco Express is 108, One Stop is 112, a good symbol group is 115 and non-affiliated independents

A sign of retail stress perhaps

It must have been four months since this window was broken in the Tesco Express on Pentonville Road and I simply cannot believe that it has not been fixed. This is the sort of lack of focus that independent shops usually get criticised for. The only purpose in sharing this image is to encourage those independents with high standards who are finding the going tough that they can do better than this.

nickshanagher

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