Convenience retailer says refurbishment pays dividends in matter of weeks
WHEN a discounter opened up shop just yards away, experienced c-store owners Dennis and Linda Williams knew they had to act to preserve their business.
The answer lay in the form of a bespoke deli counter. That was several years ago and, in common with other convenience retailers, the challenge lies in staying ahead of the game and on-trend.
Step forward daughter Sophie. As well as leading the store’s social media campaign, she has overseen a transformation of the deli counter and till area.
And the positive results of the refurbishment, carried out in January, have become apparent in just a few weeks.
Deli sales are up 30% and overall store sales are up by as much as 14% year-on-year, while customer numbers at the counter have risen noticeably to between 200 and 250 a day.
When the deli first opened at Premier Broadway Convenience Store in Oxgangs, Edinburgh, the target was for sales of £200 a week. Now, its turnover is between £4,200 and £4,400.
Sophie was inspired by a tour of Scottish Premier stores. She said: “They were at another level. Our deli was performing well but I realised how much better we could be.”
So, the cakes counter was moved closer to the middle of the tills “because people buy with their eyes”.
And a bigger cabinet was installed to allow for more chilled fillings for the cold rolls, baguettes, sandwiches and salad boxes.
Sophie said: “We use quality local butchers, bakers and ingredients – including free-range eggs from a local farmer.
“We put loads of filling in each roll because they are freshly prepared by hand. Customers can buy from the chiller or get an order made.
“The deli is clean and bright, people can see what is getting prepared and it gives them confidence in what they are buying.”
That extends to a selection of hot food offerings – breakfast rolls, wraps, toasties, omelettes, burgers and a selection of pies, for example.
There is also a £4 meal offering, such as beef stew & tatties, curry and macaroni cheese, that changes daily, as well as soup that are both made on site every day.
Sophie said: “We aim to provide nutritious meals throughout the day and the deli drives footfall and leads to multibuys.
“Most of our trade comes from workmen. We’ve even had them travel half an hour from the west end of the city to get their lunch.
“My goal with the deli is to make this a destination store.”
