Good product in search of enterprising retailer?

I first came across people who called crisps, crips in Dublin when I was working in a pub some 30 years ago. Seeing it as a brand name at a show last week prompted me to ask one question, why didn't someone think of this before.

However, Crips are not crisps but cleverly baked snacks launched three years ago by Karl Traae and his buddy using a patented recipe. They are building distribution by attending trade shows and persuading small multiples, the big grocers and independent food stores to stock the brand.

Newsagents and convenience stores are, however, less likely to try the product than shops that specialise in food, says Mr Traae. Why is this? Perhaps because they are not used to explaining the make up of products that they sell.

"It someone walks into your shop and they have never seen Crips before and see that they are 70p and ask you what this product is about, are you going to be able to explain how it is made and why it is better for you?" he asks.

Which is a good question. Does your shop have to rely on the major suppliers using television to generate consumer demand? Or are you actively working to turn shoppers on to the products that you have selected for them?

Last month, when I saw the new Warburtons pitta snack products and its representative told me that distribution was focussed on the independent channel, I told a local retailer about them and encouraged him to get some in stock. I talk to this shopkeeper all the time and he is still to take me up on the idea.

New products may or may not be a hit with your shoppers. But surely a commitment to try new stuff all the time is an essential part of the joy of retailing?

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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