A convenience store in Gosport has been witnessing an influx of customers who are coming from far-off places, lining up for a particular product range.
Another Premier store owner is seeing a rise in repeat buyers who until a small time ago, used to bypass his shop and go to supermarkets for vegan needs.
Elsewhere in Scotland, residents of Stenhousemuir, a small town in Falkirk, now know, without stepping out of their homes, what’s new and what’s on discount in their friendly neighbourhood grocery store and thus plan their store visit accordingly.
All of the above are live examples of how a smart use of social media can help in increasing sales and creating a brand image- all the more why it is time every retailer and store owner wake-up to its power and learn how to tame it.
Apart from creating awareness, social media can be very effectively put to use in many different contexts but with one common goal and that is driving in-store footfall and sales.
iStock image
With average Britons spending approximately four hours and 57 minutes in a week scrolling Facebook, Instagram and Twitter, any store which is not catching the attention of their shoppers and potential customers in these spheres is clearly missing a prime opportunity to create an impression on their minds.
It’s all about creating awareness, interest and somewhat a sense of familiarity so that the shoppers know what’s in store for them. Apart from creating more footfalls, social media is a great platform to exchange ideas and know customer insight.
Imtiyaz Mamode of Premier Gosport, a store that stocks an exclusive American line of snack, confectioneries and breakfast cereals (something which is hardly available anywhere in the UK), agrees to the power of social media as he admitted that he owes a lot for the popularity of his store to a handful of viral TikTok videos.
Imtiyaz Mamode
As videos showing the product range of his store got shared online and went viral, customers started turning up on doors of the shop. Customers also started asking for newer products and ranges about which Mamode started making a note, thereby triggering this perfect cycle of demand and supply.
“As per my experience, social media plays a very vital role in the business. It helps businesses to interact with customers and fulfil their needs,” Mamode told Asian Trader.
“As we always took a request from the customer and tried fulfilling the request it built up trust and confidence with us. And thus, we grew the business day by day,” he said.
The store’s sales are not only flourishing, it now also has a unique brand identity.
The success of Day Today in Stenhousemuir, Falkirk is another great example how a simple Facebook page, when managed diligently and consistently, can give some unexpected results.
The small town of Stenhousemuir, which lies within the Falkirk council area of Scotland, has an estimated population of just below 10,000, but the number of followers of the store’s Facebook page currently stands at over 35,900, partly owing to community work done by the store-owner during Covid-19 lockdown.
Asiyah and Jawad Javed
The page constantly posts updates like what’s just arrived, what’s new and availability of products which were earlier out of stock.
Store owner, Asiyah Javed, admits that a loyal Facebook following has indeed played a big part in the success of the store, as well as in community engagement work that she took up during the lockdown.
Not only in spreading the word, increasing footfalls and driving sales, social media pages can also be used by retailers to convey a particular message.
Like when Mos Patel, owner of Premier store in Oldham and Family Shopper in Ashton-Under-Lyne, saw that the vegan shoppers were “bypassing” his stores due to the perception that “convenience stores usually don’t stock vegan range”, he decided to put his stores’ Facebook following to some good use.
Owing to the combined reach of more than 35, 000 followers of his two stores, Patel was able to get across this message to the target audience in the required area that his stores are fully and adequately stocked in vegan ranges. He eventually gained a slew of loyal and repeat customers for vegan and plant-based ranges. The customers are growing constantly and so is his vegan range.
Mos Patel
“Normally, people assume convenience stores don’t stock vegan range and they don’t ask about it either. We are trying and have somehow changed that perception among shoppers here and now they come to our stores knowing they will get what they want,” Patel told Asian Trader.
While most retailers and convenience store owners have hopped on the social media bandwagon, how to tap its maximum potential is still a trick which many have to learn and apply.
Key here is consistency. The pages of the store’s Facebook (better suited for middle-aged shoppers), Instagram (better to target millennials shoppers) and LinkedIn (proven effective to connect with suppliers) should have a consistently constant flow of updates- both pictures and videos.
Even if one cannot afford to hire a social media expert, a little time and attention everyday can still go a long way in promoting the online presence.
Share recipes for meals that one can make using ingredients purchased at the grocery store. ASDA’s Instagram posts showing stunning pictures of recipes is a great example of engaging customers.
Post a behind-the-scenes fun video of store employees stacking or arranging the stock when it comes. Basically, pull back the curtain and let the followers see how the store operates.
Create a poll asking followers what category of grocery should be discounted next or what new line of product they would like to see in the store.
Ask loyal shoppers to share in-store pictures of themselves while tagging the store. One can promote this by offering small discounts or freebies for those who tag the store in a post. Also known as user-generated content (UGC), further sharing such UGCs serves as a ‘social proof’ and a testament of a store’s popularity.
Generic iStock image
Use social media pages to shout out about the good causes such as food donations and sustainability or about collaborations with charities.
Avoid overselling. About 80 percent of the content should be to interest and amuse the audience while only 20 per cent should be more promotional – latest offers or deals on certain goods.
Responding to comments is also important as being responsive is one of the best ways to boost brand awareness, encourage loyalty and engagement.
Retailers can also use social platforms as a means of customer service. Chances are high that some people will comment on the posts to complain, report an issue or ask questions. These questions and concerns are a great opportunity to engage with them and also a way to show that the store takes these matters seriously.
iStock image
Analysing the competitors’ content is a quick and an easy way to find out which kind of posts resonate the most with the audience.
Be consistent. Establish a posting pattern and stick to it. Albeit on special occasions (Mother’s Day, Valentine’s Day, Easter, and more), a time when you can use hashtags and remind them that the store has everything they need to mark the day.
Social media is the new word of mouth. Retailers like Mamode, Patel and Javed have proven that it does have a decisive impact on consumer brand choice and purchase decisions.
With traditional media losing its sheen increasingly, it is high time independent convenience store owners start taking social media seriously and diligently.
Britvic, the soft drinks manufacturer set to be acquired by Carlsberg, has posted robust annual results after investment in marketing and product innovation helped it maintain demand for its brands.
Over the year to Sept 30, the company’s pre-tax profits climbed 10.5 per cent to £173.2 million despite a £21.3m hit related to the proposed Carlsberg deal. Britvic stated that its growth was driven by both volume and price-mix, with strong demand for brands such as Pepsi, Tango, Lipton, MiWadi and Ballygowan.
The group noted that scaling up new brands such as Plenish, Jimmy’s, Aqua Libra, and London Essence helped it build its presence in fast-growing categories. Meanwhile, it increased advertising and promotional (A&P) spend by 30.9 per cent to “support long-term brand growth”.
Volumes grew 3.1 per cent, driven by both organic growth and the acquisitions of the Extra Power and Jimmy’s brands.
Chief Executive Simon Litherland said, “We have delivered another excellent financial performance this year, with strong growth across our markets and portfolio of market-leading brands. We have also continued to ensure the business is fit for the future, adding more capacity, investing in our people, and significantly increasing investment in marketing and innovation.
“I am confident that the prospects for our brands and people are extremely positive, and I look forward to them going from strength to strength,” concluded Litherland.
Subject to approval by the regulatory authorities, the £3.3bn acquisition of Britvic by Carlsberg is expected to be completed in the first quarter of 2025.
The Metropolitan Police has identified two new suspects in its investigation into possible criminal offences as part of the Post Office Horizon scandal. This takes the total number of individuals to four as the force also revealed it believes more suspects will be identified as the inquiry progresses.
Scotland Yard said members of the investigation team met with Sir Alan Bates, the leading Post Office campaigner, and fellow victims to update them on the development.
A Met spokesman said: “On Sunday Nov 17, members of the investigating team met with Sir Alan Bates and a number of affected sub-postmasters to provide an update on our progress and next steps, following an invitation to do so.
“Our investigation team, comprising of officers from forces across the UK, is now in place and we will be sharing further details in due course. The team is preparing to contact other affected sub-postmasters soon. While four suspects have been formally identified at this stage, this number will grow as the investigation progresses.”
However, Sir Mark Rowley, the Met Commissioner, has warned it could be years before anyone faces charges because of the “tens of millions of documents” that must be worked through.
Speaking previously on the matter, he said, “I think at the core of this you’ve potentially got fraud, in terms of false documents, if it’s for financial purposes.
“Clearly, we have to prove beyond all reasonable doubt, so really it’s 99.9 per cent, that individuals knowingly corrupted something. So that’s going way beyond incompetence, you have to prove deliberate malice, and that has to be done very thoroughly with an exhaustive investigation.
“So it won’t be quick. But the police service across the country are alive to this and we will do everything we can do to bring people to justice if criminal offences can be proven.”
More than 900 sub-postmasters were wrongfully prosecuted between 1999 and 2015 as a result of the Horizon scandal, in which the faulty computer software incorrectly recorded shortfalls on their accounts. Of these, hundreds of people are still awaiting compensation despite the previous government announcing that those who had convictions quashed were eligible for payouts of £600,000.
Oral evidence at the Post Office inquiry concluded this month.
New research by American Express Shop Small reveals the nation’s top 10 hotspots for independent shops, showcasing the small businesses and the valuable role they plan in their local communities.
American Express partnered with retail experts GlobalData to identify the top high streets for independent shops through ranking factors such as the number of independent outlets, variety of business types, and vibrancy of the high street.
The list also took into consideration the number of Gen Z and Millennial independent business owners (those aged between 18-43) in each location, factoring in how these younger generations are investing in the future success of UK high streets. Across the top 10 hotspots, on average over a third (36 per cent) of all business owners are in these age cohorts.
The research identified bustling St Mary’s Street in Stamford, Lincolnshire, as Britain’s top hotspot for independent shops – scoring highly across all the factors and delivering a unique experience for shoppers.
Britain’s top high street hotspots for independent shops:
St Mary’s Street, Stamford, Lincolnshire
Devonshire Street / Division Street, Sheffield, Yorkshire
Gloucester Road, Bristol
Market Street / Bridge Gate, Hebden Bridge, Yorkshire
Stoke Newington Church Street, Hackney, London
High Street, Narberth, Pembrokeshire
Oldham Street, Manchester, Greater Manchester
Bailgate, Lincoln, Lincolnshire
Byres Road, Glasgow
The Lanes, Norwich, Norfolk
Beyond their contribution to local communities, the research also revealed how living near a vibrant independent high street can benefit home valuations.
Dan Edelman, general manager, Merchant Services at American Express, said, “Small businesses play a crucial role in supporting local economies up and down the country, and it’s pleasing to now see their impact beyond the high street. Through our Shop Small campaign and support of Small Business Saturday we’re proud to be championing and shining a spotlight on the diverse and vibrant independent businesses who help our local communities thrive.”
The research is released ahead of this year’s Small Business Saturday (Dec 7), of which American Express is founder and principal supporter. Small Business Saturday is the UK’s most successful small business campaign. Over the years it has been running, it has engaged millions of people and seen billions of pounds spent with small businesses across the UK on the day, with an impact that lasts all year round.
Michelle Ovens, director of Small Business Saturday, said, “The nation’s 5.5 million small businesses bring incredible value to the UK’s economy, society and communities, and this research underlines the material impact they have in boosting local areas. On Small Business Saturday, and beyond, we are asking the nation to throw their arms around their favourite local small businesses and show them how much they mean to us all and the wider community. Public support is so vital for small businesses, particularly for the next generation of owners.”
Matt Piner, research director at GlobalData, commented on the findings, “Independent shops bring something different to high streets, offering uniqueness and propositions that are finely tuned to the needs of their local communities. As younger generations of shoppers are attracted to their local high streets, so too are shop owners, with a new breed of Gen Z and Millennial entrepreneurs helping to keep them thriving.”
As part of this year’s Shop Small campaign, American Express has pledged £100,000 worth of grants to small businesses. The Champion Small initiative encourages Cardmembers to nominate their favourite independent small business, with 10 set to receive a £10,000 grant. Those who nominate a business will be entered into a prize draw too, with a chance to win one of 50 x £1,000 statement credits.
Shoppers who walk and wheel spend more than those arriving by car, states a recent report, demonstrating the significant economic and social benefits of investing in walkable town centres, challenging traditional views on urban accessibility.
The findings published in third edition of "The Pedestrian Pound Report", recently published by Living Streets, the UK charity for everyday walking, come at a critical juncture for British high streets, with a record number of retail failures in 2022 and a vacancy rate of nearly one in seven by the end of 2023.
The launch of the report is backed by Scotland’s national walking charity, Paths for All, underscoring the need to make walking a central feature of Scotland’s high streets.
“Making high streets and town centres more walkable increases time – and money – spent in those businesses,” says Catherine Woodhead, Chief Executive of Living Streets. “It’s slowly being recognised – the majority (95 per cent) of London’s Business Improvement Districts identify a good walking environment as important to business performance.”
The report highlights encouraging data from Scottish towns, such as Nairn, where public space improvements and community events have significantly bolstered foot traffic. In 2022, a Christmas event in the town drew 7,800 attendees, including 600 new visitors, while a classic car show in 2023 attracted over 10,000, with 80 per cent saying they would return even outside of events.
Kevin Lafferty, Chief Executive of Paths for All, emphasised the broader benefits, “These findings show that when we put people first and make walking and wheeling the easiest, most natural choices, we don’t just get an economic boost – we build communities that are happier, healthier, and more sustainable for everyone.”
The report highlights that 85 per cent of Scottish adults walk or wheel regularly, contributing to both economic and health benefits.
In Scotland alone, the health benefits from walking to work are valued at over £600 million annually in prevented deaths. Community-focused initiatives, such as the Alloa Hub, are proving successful in encouraging residents to travel into town centres, with research showing that 56p of every £1 spent in community businesses stays in the local economy.
The report is timely, with investment in active and sustainable transport cut by £23.7 million by the Scottish Government this September. The Pedestrian Pound provides an excellent case for these vital funds to be restored.
Keep ReadingShow less
Home secretary Yvette Cooper speaking at the annual conference hosted by the NPCC and APCC on 19 November 2024
Home secretary Yvette Cooper has announced plans to rebuild neighbourhood policing and combat surging shop theft as part of an ambitious programme of reform to policing.
In her first major speech at the annual conference hosted by the National Police Chiefs’ Council and Association of Police and Crime Commissioners on Tuesday, Cooper highlighted four of the key areas for reform: neighbourhood policing, police performance, structures and capabilities, crime prevention.
The initiatives she announced include:
a Neighbourhood Policing Guarantee to get policing back to basics and rebuild trust between local forces and the communities they serve
a new Police Performance Unit to track national data on local performance and drive up standards
a new National Centre of Policing to harness new technology and forensics, making sure policing is better equipped to meet the changing nature of crime
The home secretary also announced more than half a billion pounds of additional central government funding for policing next year to support the government’s Safer Streets Mission, including an increase in the core grant for police forces, and extra resources for neighbourhood policing, the NCA and counter-terrorism.
In her speech, Cooper said that without a major overhaul to increase public confidence, the British tradition of policing by consent will be in peril.
“I am determined that neighbourhood policing must be rebuilt,” she said, pointing to its decline over the past decade. Cuts to community-based roles have left town centres vulnerable to rising crime and antisocial behaviour, she added.
“Shop theft is up at a record high, street theft is up 40 per cent in a year… Criminals – often organised gangs – are just getting away with it. We cannot stand for this,” she said.
Cooper reiterated the government’s commitment to deliver an additional 13,000 police officers, PCSOs and special constables in neighbourhood policing roles, adding that further steps will be announced in the coming weeks.
The reforms will restore community patrols with a Neighbourhood Policing Guarantee and an enhanced role for Police and Crime Commissioners to prevent crime. The changes will also ensure that policing has the national capabilities it needs to fight fast-changing, complex crimes which cut across police force boundaries.
“The challenge of rebuilding public confidence is a shared one for government and policing. This is an opportunity for a fundamental reset in that relationship, and together we will embark on this roadmap for reform to regain the trust and support of the people we all serve and to reinvigorate the best of policing,” Cooper said.