Ambition and quality go hand-in-hand
Winner: Spar Renfrew
Licensed Retailer of the Year supported by CVH A Spirits Company
Interview with Saleem Sadiq, store owner at Spar Renfrew
CONVENIENCE stores’ licensed sections have seen massive changes over these last few years.
Since the pandemic especially, consumers have expanded their horizons on what a drink at home can look like now.
This can include complicated cocktail options, beers and ciders that have spanned the globe before arriving in store or even a non-alcoholic option, something that would have been unheard of in Scotland just a few years ago.
It’s a constantly evolving sector and the basics just don’t do it any more, so a retailer needs to take an ambitious approach to the off-trade in stores now and, sometimes, take a risk on an unfamiliar product in the rapidly expanding category.
It stands to reason, then, that those store owners who can make the most out of this section display a willingness to adapt and constantly move with the times, and no more is this evident than with the team at Spar Renfrew.
Offering a massive selection in an attractive position, located close to the till for extra security as well, it’s clear that store owner Saleem Sadiq manages an effective range in the shop that remains an attractive offer to the local area.
Saleem said: “We put a lot of emphasis on to our display of the section and believe it is very well displayed at that.
“Everything you can find there is supplied by Spar, which helps with promotions as well, meaning a lot of our shoppers can find a good deal in the section.
“And with new products, we stay on top of the game to make sure that we have all the new additions from brands and Spar is a great help with that, as well.
“We like to be very proactive on the latest NPD launches so that if a customer is in asking for them, we can get on the phone to Spar to get stock in as soon as possible for them.
“So our approach to it is making sure the product is out there, it’s clear to the customers and lets them make their own choice in what they want – that way customers aren’t leaving the store disappointed.”
A customer-first approach to the expansive range in Spar Renfrew has proven to be a winning solution for the team as they picked up the Licensed Retailer of the Year award at the Scottish Grocer Awards 2023.
And Saleem believes this focus on shoppers will hold them in good stead for the remaining ‘Summer of Sport’. With the UEFA Euro tournament already in full swing, Saleem has been making good use of Spar’s own ‘Win with Every Goal’ promotion.
He said: “With some alcohol products included in Spar’s Win with Every Goal promotion, we know our section will stay popular throughout the summer months, which is absolutely key for the off-trade.
“And it means even more people could be coming in store as well after spinning a wheel on their phone with every goal and, if they win, they could be arriving to pick up their own prize.
“So we have been really shouting out about this across the store, making sure plenty of our shoppers are well aware about this. And we’ve included this as part of our licensed display coming up to the Euros.”
Making sure consumers are getting a good deal in store is also of high importance to Saleem, who said that, when it comes to shoppers in his local area, affordability is a massive factor.
While brand loyalty will play into some customers’ shopping decisions, it can be down to who has the best deal for plenty of others, making promotions a vital addition to the store’s arsenal.
Saleem said: “I don’t believe that brand loyalty tends to be as big a factor for many consumers nowadays.
“We see that in sections across the store now but particularly with alcohol, people are mostly looking for what is the most affordable and what the best deal is.
“It’s something you have to keep an eye on because people’s habits can shift so easily in stores and alcohol is no different.
“You see this with young adult drinkers especially, who are looking to social media trends and what’s popular, pushing them to want to try it out for themselves.
“But it’s constantly changing now. Look at the gin trend – just four or five years ago, we were seeing new specialist gins and pink gins coming in and flying off shelves but, now, it’s been dropping off more and more.
“So it’s about adapting to find what’s new and what’s popular to keep customers interested in what you have in stock. But it’s so important, because if you have that item the first time they come looking for it, then they’re going to come back to you for it again next time.”
And it would be hard to miss these products and promotions with televisions dotted across the store drawing attention to the latest activity going on in the store, whether this be new deals on products, the latest NPD in store as well as personal stories about Spar Renfrew such as its 30th anniversary celebration, which took place earlier this year.
Communication is absolutely key in the store and this should hold Spar Renfrew in good stead for when the rise in minimum unit pricing (MUP) is introduced in September this year.
The team at Spar Renfrew has already been speaking to customers to highlight the changes coming to the off-trade section in regards to MUP, ensuring no one is caught off guard by the price rise.
Saleem said: “We think we will have a relatively easy transition when the new price of MUP comes in. We’re already preparing for it now by working with Spar as well as the Scottish Grocers’ Federation.
“There is some worry about price-marked products but, in terms of the overall effect, I think it will be a good thing because it means we have a level playing field with other supermarkets in the area.
“With no store in Scotland able to go below that minimum price, we can now compete with supermarkets, which will definitely help to support our sales across the off-trade.
“But not only that, it shows a level of responsibility from retailers. We won’t have instances where people could be paying more on a bottle of water than on a can of beer, for example.”
It’s clear this ambition isn’t slowing down at Spar Renfrew but, instead, is aiming to spread out across the entire store, with Saleem aspiring to take his landmark outlet to the next level in the coming years.
He said: “We are planning a refit in the next year or two and we really want to stay ahead of the game here.
“We want something unique for our shop, so we will be working with Spar UK to make something truly advanced.”
