Belle Vue’s Secret Sauce

In this increasingly competitive and ever-evolving world, what remains constant yet sometimes under-valued is the value of personal touch. And that is exactly what makes some local convenience stores trump over nearby multiples as well as discounters and stand tall in community. One such store is Belle Vue convenience store in North Yorkshire.

Tucked in Middlesbrough, Go Local Extra Belle Vue Convenience store is well known for its wide range of food, drink, household items, tobacco and alcohol line but also more for its staff that makes sure to give its each customer a special royal treatment.

Run by seasoned retailer Bay Bashir, the store is always buzzing with shoppers who find the place a total charm to be in. Speaking to Asian Trader the secret behind the store's popularity, Bashir revealed that he puts a lot of thought, energy and investment in his store’s work force.

Bashir said, “My store’s biggest USP is its frontline staff who look out and take care of all the shoppers visiting the store. I make sure to give them tools to deliver excellence every single day. I put a lot into educating my staff and some of them have been with me for decades.

"It has always been my focal point to look after my staff and make sure that they are happy, comfortable, staff, aware and educated. I listen to them.”

Including Go Local Extra Belle Vue Convenience store, Bashir runs five stores in a mile’s radius.

He said, “I now have a Local, a Go Local and a Go Local Extra store. This means we are offering our customers an off-licence, a medium-sized convenience store and a larger store, all within a one-mile radius. Belle Vue convenience is the main one.”

The store for a brief time affiliated to Lifestyle Express before it became Go Local Extra.

He continued, “We have been extremely happy to be the Go Local Extra with Parfetts. The sales really boomed after that.

"The new Go Local Extra fascia is more flexible and bespoke, aligning well with our values and needs. They come with full combinations of offers and promotions and it works really well for us. I am really happy with them as they look after us in the best possible way.”

Go Local Extra Belle Vue Convenience store is a popular name in Middlesborough. The locals know it as a warm and safe place where apart from daily supplies, they can also seek help and guidance in other matters.

When Covid struck, the store and its staff went many extra miles to home deliver groceries at no extra costs.

Bashir told Asian Trader, “We did home delivery for elderly people during Covid-19 and never took a penny extra for that. In fact, during that time, our sales rose by 40 per cent as more and more people were dependent on us. We looked after everyone – community as well as the staff- in the right way.”

“My stores are small, but they have high turnover. We are focusing a lot on deliveries. We have a huge and good range of spirits, cigarettes, crisps, and fresh range. There is a Tesco too nearby, so competition is tough, but we make sure to give the best service to whoever visits our store.”

The store is actively and deeply involved with the local community as well. The store sponsors local football teams and school events, said Bashir, adding that he does not do these things intentionally, but they happen organically since he likes to look after his community.

Unfortunately, the store has not been left untouched from the rising crime wave and has even witnessed a couple of ugly incidents. None of the locals indulge in shoplifting, theft or assault, said Bashir, adding that the crime is being done by a wave of complete strangers.

Bashir revealed, “I have been in the business for 25 years and have never seen this level of crime. Four weeks ago, a woman attacked the person behind the counter. Shocking is that it is mostly locals who visit my store, so I know everyone, but this woman was a stranger. And the sad part is that the police took two hours to come. Two hours response time and we never even had anything follow up from that!”

“These are different people whom we don't recognize. We are more concerned as they might be carrying knives. This is organised crime and its easy money for them.”

The store has a panic button while the staff has lately been given body cams and headsets for their safety.

Moving on, after years of passionate retailing, Bashir is “trying to take a back seat in the business” and let his boys take over.

He said, “I started from scratch 25 years ago all alone. My son (26) and my wife now also work with me. My other son (19) is joining us soon. Both my sons are bringing fresh ideas, education and family value to the business which is awesome.”

“I am just going to ease out and hopefully retire soon. Since the time my good friend retailer Raj Aggarwal passed away so suddenly during Covid, I started believing that life is too short and unpredictable so one should make the best of whatever time we have.”

Go Local Extra Belle Vue Convenience Store is a shining example of how a corner shop can thrive by wearing their unique and close relationship with the community as a proud badge.

“We have a clean, beautiful shop and we have refitted and developed it in the best possible way to make it look nice and eye catchy. We have a customer service which is second to none.

“What we do and take pride in giving our special personal touch and one-to-one attention. That's what people want. And that's where we excel and are even better at as compared to our nearest Tesco,” Bashir concluded.