Success through collaboration

paul cheema

In a fairy tale world, retailers and suppliers would all work happily together in harmony, creating a stress-free, innovative and inspiring retail environment with their shoppers’ needs at the very heart. Sounds good, doesn’t it?! But in real life we find that logistics, sales targets, time limitations often get in the way of that reality.  That’s why it’s so inspiring to have recently been involved with a true industry collaboration.

During a recent store re-fit, Paul Cheema, award winning Nisa retailer and MD of Malcom’s Stores, recently harnessed the joint power of three critical components;

  1. His symbol group, Nisa
  2. Leading FMCG suppliers
  3. His shoppers

Importance of collaboration

“Paul wanted to base his decisions on shopper trends and also harness the knowledge and support from suppliers who were interested in doing things differently in convenience. him! hosted a round table discussion, inviting key suppliers, to ensure everyone was focussed on the same shopper trends and opportunities. Once we’d shared our shopper knowledge, and Paul shared his plans for the store, the real work began!” explains Val Kirillovs, Senior Client Manager at him!

“We have worked closely with a number of suppliers, the ACS , him! and Nisa. We feel that through joint collaboration we can move the business into today’s trading environment, and beyond” explains Paul. “We saw it as an opportunity to come together in partnership, to overcome a shared challenge”

Shopper insights which inspire ideas and action

Here are just a few examples of how this collaboration, focussed on shopper insights, lead to success in store.

Shoppers want to be inspired. 31% don’t know what they will have for dinner.

Working with Coors and CYT UK, Malcolm’s stores now offers dinner ‘meal deals’ combining Heritage brand ready meals and sides with a beer or wine. They also worked on highlighting ‘ideal match’ wines with certain popular UK dinner ingredients – making the decision easier for shoppers.

18% of shoppers ONLY visit the till area + growth in ‘grab-and-go’

Paul worked with Red Bull to maximise sales in this premium retail space, with new planograms and fixtures leading to a 55% increase in impulse soft drinks. “Red Bull alone increased over 300% in the chiller and cashier zone.”

1-in-2 shoppers think stores can make more of seasonal events

"We worked with Ferrero UK to create an event in our store for Easter 2016. We made full use of social media to create a customer engagement tool on Facebook, engaging 19k people, at a cost of £1 a day. We focused on the theme of the event rather than to focus on price.”

2-in-3 convenience shoppers don’t notice any signage in-store

The store uses an impactful external digital display to communicate to passers-by, highlighting the key missions and shopper needs the store fulfils, not just price.

Shifting footfall drivers. Growth of demand for food to go, services, ISB, coffee-to-go

Malcolm’s Stores offer Amazon lockers. They also offer Costa branded coffee  – embracing new footfall drivers and helping to make shoppers lives easier.

Working together is success

Henry Ford said "Coming together is a beginning, staying together is progress, & working together is success." We couldn’t agree more.

For more information on how him! can help you put shopper research at the core of your business decisions or help you build connections within the industry, please get in touch by completing the form below:



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