Turkey is back, say producers

Speaking to a company representative of Bernard Matthews last week, I sense a new optimism from the company that was hit by negative publicity a few years back. The health benefits of turkey are well rehearsed by the company in its marketing and on its web site so I will not repeat them here.

More interesting was our discussion of how effective independent shops are at providing a fresh and chilled offer to their shoppers. Many do not get the balance between soft drinks and fresh and chilled food right, with strong branding of the former and a weak offer of the latter.

If you are going to have one Bernard Matthews SKU, the chunks pictured are the ones to choose. The £1 offer mimics the red spots used by multiples and complements the green grass imagery of the packs, which also have clear nutritional information.

In a big display of Bernard Matthews products it looks great. But how would it stack up in your chilled offer? On its own, would the authority of the healthy message be lost? Would the £1 sticker convey value or its absence? The answer depends on what else you stock and how well it is merchandised.

While I sense there is an opportunity for many local shops with chilled, it is also clear there is risk as shopkeepers have to develop new skills - or perhaps just spread their existing skills into another category.

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.

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