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A polished window

Some ideas borrowed from Dido Harding, who heads up Sainsbury's Local, the c-store chain. Before talking to an FT journalist she ordered the windows of the store she was visiting to be polished because she wanted them to look perfect. Looking perfect should be the starting point for all shops. With 280 outlets, she needs to support two propositions: one for the neighbourhood shopper and one for the city centre food-to-go shopper. Local shopkeepers will be in the catchment area for one or the other. Check out her stores to see what the differences are. Within the neighbourhood proposition, Dido has three options for upmarket, mid-market and "more challenged" shopper needs. How does this work? Fresh and chilled food at the top? Chicken wings at the bottom? I don't know but it is simply a case of knowing your customers and getting your offer right. And always polish your windows...
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