The UK convenience store market has previously grown by an estimated 5.3%, illustrating there are still enormous opportunities if you know how to take advantage of them. So, how can you get your store off on the right foot?
Basics of ensuring sales in a new convenience store
Convenience stores are the hearts of communities up and down the country. You’ve got to put your customers in a position where they’ll consider your brand their go-to location. It all starts with understanding what customers want from their stores.
Here’s a rundown of what your regulars expect:
- Product Range – Give your customers access to the things they buy every day. For example, tobacco and e-cigarettes accounted for a fifth of all sales in 2022, with alcohol coming in second. If you don’t have what your customers want, they’ll go elsewhere. Think carefully about your range of stock.
- Prices – Offering value is as important as convenience. Granted, you might struggle to compete with the big discount supermarkets, but balancing that with convenience means you don’t have to participate in a race to the bottom.
- Opening Hours – A corner shop is there to be convenient. It’s all in the name. Ensure you’re open when your customers want to make a quick buy. Look up your competitors to find out their opening hours.
- Staff – Stopping off for a quick chat when buying the morning paper is a ritual of British life. Hire the right people, and you’ll pull people in simply by providing a top-quality customer experience.
Retail, in any capacity, is about giving your target audience what they want. Cover these four points, and you’ll be well on your way to driving sales and making your venture successful.
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How do you promote a new convenience store?
Getting off the ground is often the hardest step in building a profitable corner shop. Start spreading awareness from day one through a targeted local marketing campaign. Remember, 89% of Brits have bought something online in the last year, showing that this is where people do their research, but there’s still room for more traditional marketing methods.
Try some of these ideas for telling people that you’re opening a new store:
- Local community groups on social media.
- Posting leaflets through letterboxes.
- Providing offers online.
- Community noticeboards.
- Partner with nearby businesses.
Covering as much ground as possible will gradually inform people that a new convenience store is opening in their area. Ideally, this is something you’ll start well before your grand opening.
How to increase sales in a Convenience Store
After opening your doors, it’s time to take targeted actions to keep your customers flocking back for more. Ultimately, marketing only pays off if people get the experience they expect. Otherwise, they’ll go to someone else’s store next time.
Here’s how to do it.
Optimise your layout
For most people, convenience stores are about getting in and getting out. This is the DNA of the corner shop.
Take the time to position and optimise your store’s layout, with everyday items closer to the front and less common items at the back. Ensure there’s an easy flow through your store with proper signage so people can find what they need at a glance.
Deliver top-quality service
Corner shops aren’t exempt from customer service. Get into the habit of greeting customers when they walk through the door and thanking them for their visit. A kind word here or there creates a warm atmosphere that will win you repeat business.
Train your staff to create that positive customer experience. Additionally, engaging with customers gives you the chance to use your persuasion skills to upsell at the counter.
Expand your beverage offerings
Fizzy drinks, energy drinks and caffeinated beverages are just some of the beverages people drink today. Expand your beverage options to win this crucial market. If you have the space, you might even install fresh beverage stations.
For example, consider getting a coffee machine and offering cheap coffee in the morning to catch the early rush-hour crowd.
Institute a loyalty program
Win loyalty by rewarding loyalty. Give out customer loyalty cards your clientele can use to get money off their favourite items. Loyalty programs are easier than ever to institute and aren’t exclusive to the big supermarkets.
Plus, loyalty programs are an excellent opportunity to gather customer data and work out their shopping habits
Widen your services
What does your convenience store do? The more services you offer, the more needs you fulfil. Some ideas for widening your services include:
- Selling lottery tickets.
- Selling eCigarettes.
- Offering freshly made sandwiches and baked goods.
- Offering fresh drinks.
- Providing a post office function.
Naturally, it’s not practical for every corner shop because of space constraints, but if you’ve got the space, consider how you can serve your customers further.
Dig into the data
Don’t be one of those corner shops with dusty aisles. Make a point of going through your data and discovering which products sell the most. You’ll gain more insights into what your customers want, enabling you to adjust accordingly.
All the big supermarkets rely heavily on data to decide what to stock, and you should, too. Every square foot is a sales opportunity. Don’t let it slip away because you’re stocking poor-performing products.
Promote, promote, promote
The cost of living crisis has hit everyone, forcing more of us to buy less or switch to cheaper shops. Help your area through the cost of living crisis by providing regular deals on the goods your customers value the most.
Focusing on different promotions and switching them up every so often can encourage more customers to impulse buy or buy more than they otherwise would.
Never stop marketing
Too many stores promote themselves when they open and never think about it again. In such a strong market, you’ve got to maintain your marketing push.
Every week, you should be:
- Engaging on social media platforms.
- Promoting special deals.
- Spreading awareness of new products.
- Offering exclusive deals and promotions for customers who follow you.
- Writing a newsletter.
Marketing is just as important to the convenience store market as any other retail niche. Investing in your marketing efforts will pay dividends by driving more new customers and encouraging existing ones to return more often.
