Finding the right fit

When Sheetal Sisodiya made the bold move from information technology to convenience store retailing in August 2022, she couldn't have imagined that within just over a year, she would be crowned Impulse Retailer of the Year at the 2023 edition of the Asian Trader Awards. Yet, this achievement perfectly encapsulates her approach to retail: doing things differently and creating a community hub that goes beyond merely selling products.

The SPAR Linford store near Bordon, Hampshire, is run as a family business, with Sheetal and her sister-in-law Rekha at the helm. While Sheetal has an IT background in the service management and finance sectors, Rekha brought experience from the car rental sector. Both women had family connections to retail.

“Her family runs stores. My family does, too – my sister and my parents. My parents have been running a store for about eight years near Norfolk. So, we thought, why not give this a go,” Sheetal recalls about their decision to venture into retail. “Everyone kept saying this was something we could do. Then we found this store in 2022 August, and we just went ahead with it.”

While her husband Bharat remains in IT, his brother Manoj, Rekha’s husband, helps out at the store, making it truly a family endeavour.

Finding the right fit

The search for the perfect store was methodical and considered. “We looked at many stores," Sheetal explains. The criteria were specific: good location for both families, proximity to schools, and most importantly, a store that could be operated immediately without requiring extensive renovation.

The SPAR Linford store, with its 20-year history in the community, ticked all the boxes.

“We didn't want something that needed too much work, and we just liked it when we came here. We liked how it was, and we could see there was quite a bit of potential still in the store to do other things,” she says.

SPAR Linford store

The store was owned by veteran retailer Julian Taylor-Green, who serves as independent vice chair, of Association of Convenience Stores, and his honest approach has also been a major factor for Sheetal and Rekha to seal the deal.

Reflecting on the transition, Sheetal admits it was an eye-opener. “Because neither one of us knew how to run a store, per se, but we had family and staff that helped, and we just learned along the way,” she says.

The support from their symbol group, SPAR, has also been crucial.

“Their support was brilliant in the start, because there was quite a lot of problems with various things like external contracts with other suppliers, etc., coming in. They helped us navigate through all the different, little problems,” she explains, adding that the support from the group remains exceptional.

“Our BDM, who's Martin, he helps us a lot with things. In fact, he was here yesterday and spent the day with us. They’ve been very helpful on any issues we face.”

One of the wisest decisions the new owners made was retaining the existing staff. While some part-time student workers have naturally moved on, the core full-time staff remained, providing invaluable continuity and expertise.

“Our staff is brilliant,” she says. “They're very knowledgeable, like Caroline in the post office, she does a lot of things, bringing new ideas into store. Then there's Daisy, who's very knowledgeable in all areas. She works in the post office, she knows the shop floor, handles delivery, ordering, also touches on promotions, an all-rounder. So that helps.”

This high-calibre team that keeps the store running smoothly gives Sheetal and Rekha peace of mind, allowing them to focus on other aspects of the business.

“If something unexpected happens and you have to run, then we don't have to worry that things are going to go wrong here. When our nephew got married in Spain this past summer, we all had to go there obviously, like half the workforce, but the staff handled everything,” she says.

While they haven't done a major refit since taking over, they've made strategic improvements, expanding the food-to-go area with slushie and ice cream machines, optimising the kitchen area, and refreshing the store's exterior.

Creating in-store theatre

What sets the SPAR Linford store apart is its dynamic approach to merchandising and seasonal promotions. The store's entrance features a distinctive display stand made from wooden crates that transforms with the seasons.

“Halloween is coming up, so our front stand right now has all Halloween items on there. We also decorate the store. It just goes with each of the themes that are changing throughout the year. So, once Halloween is finished, it'll go to a standard display, and then it will go to full on Christmas display, and then we'll decorate the whole store and the stand in the front,” she explains.

This attention to seasonal merchandising extends beyond mere decoration. The store runs weekly promotions, managed by Sheetal's niece Mira, alternating between various categories, ensuring there's always something new to attract customers.

“Promotions work very well for us,” Sheetal says. “Mira reviews prices and promotions in-store constantly, and they change every week. So those stands keep changing. Right now, we've got chocolate, sweets and crisps with the new Tango Cherry on promotion. And she makes sure the display is good, with all the banners and everything.”

Sheetal has a keen eye for selecting the right product mix for her customers. While alcohol and cigarettes remain the best-selling categories, the store also excels in confectionery and grab-and-go drinks. A notable aspect of the store’s offering is its focus on SPAR’s own-label products. Sheetal is an advocate for these, praising their good pricing and quality, which resonate with her customer base.

“I myself use it,” she vouches for the range. “And there are good products. You've got cleaning, you've got coffee, you've got teas, and now the bread as well. It's not a bad range. It works well for us.”

Sheetal is also quick to adapt to emerging trends. One area where she sees growth potential is in the shift from disposable vapes to reusable vapes, as well as the rising popularity of heated tobacco products like IQOS.

“We've started doing the reusable vapes and have already seen the shift from the disposables to the reusable ones. And people have also started switching to Heets and Terea (sticks, designed for use within IQOS devices), as well,” she says.

Community at heart

Perhaps the most remarkable aspect of Sheetal's approach to retail is her commitment to community engagement. In just two years, she has transformed the store into a community hub where many customers have become friends.

“It keeps you connected with your local community,” she explains. “A lot of them are our friends now, because we talk to them, and they feel comfortable telling us things when they need help with anything ... this is like their place of comfort. Some of the people come here daily and have a chat with us.”

The store goes above and beyond for its elderly customers, offering assistance to cars and home deliveries when needed. They also accommodate special product requests, strengthening their bond with local shoppers.

“If there's anything unusual they want, and we're able to order it, we do that for them as well. It’s important to have that connection,” she says.

What truly sets them apart is their celebration of cultural diversity. Despite having a small Asian community in the area, the store enthusiastically celebrates Diwali, introducing local customers to Indian culture through decorations, traditional sweets, and samosas. Even the staff, who never wore Indian clothes, participated by wearing traditional Indian clothing during celebrations.

“The locals didn't really know much about Diwali and how it is celebrated. So, for them it was nice as well to see the Diwali decorations, try all the different foods that we made,” she notes, adding that their customers were already telling them that the festival is coming soon.

Their community involvement extends to active participation in local initiatives. The store hosts charity events, supports the local food bank, and assists local football teams with funding. They also provide space for Poppy Appeal inside the store.

“Before they used to do it outside, on the side of the road. So, we told them they can come in here because it's cold, raining, and people are coming in the store anyway,” she says. “So it's somewhere for them to sit and do their charity raising.”

They've also built strong relationships with local suppliers. The store sells Chapel Farm eggs from a nearby supplier in Oakhanger and Hogs Back beers from a local brewery in Surrey. Sheetal’s partnership with a local Indian-Bangladeshi takeaway has also been fruitful, with their curry sauces becoming popular among customers.

Fresh cakes from Brambells are another local favorite, particularly appreciated by the elderly customers in the community. “The lady from Brambells comes every two weeks, does the order with us. We check out the different styles they have of cakes, and we change the variety because the elderly people like these fresh cakes,” she says.

Facing challenges

Like many retailers, Sheetal faced challenges, particularly around shoplifting when she first took over the store. However, her proactive approach to improving security has significantly reduced the issue.

“We've obviously spent a lot of money on our CCTV coverage. We've added quite a lot of screens as well. And the staff are now fully involved when shoplifters are here,” she says. “We've managed it very well. Now it's like the shoplifters know that it's not easy in there.”

The switch from working from home to the demanding hours of retail was another adjustment.

“I was working from home before. It’s a cushy life, easy, and then coming here, and you have to put in all the hours at the beginning,” she admits, though she notes that things have settled now, and “it's nice to have your own thing, something you're working for yourself.”

With two successful years under their belt, Sheetal and her family are now considering expansion. "We now feel more settled. We'll probably look for another store, eventually, and just go from there,” she reveals.

Her advice to other retailers reflects the philosophy that has brought her success: “Try and do something different.” Whether it's seasonal stands, in-store events, kids' games, or cultural celebrations, creating unique experiences that competitors don't offer has been key to building strong community relationships.

The store's success in a competitive environment – with a Tesco seven minutes away by car, a Sainsbury's in the next town, and a One Stop within walking distance – demonstrates the effectiveness of this approach. Customers repeatedly choose SPAR Linford not just for its well-stocked shelves and efficient post office service, but for the friendly, knowledgeable staff and the vibrant atmosphere that makes every visit special.