26 27JULY 28-AUGUST 10 2015betterretailing.comGOOD TO GREAT

BRITISH AMERICAN TOBACCO

EXPRESSRETAIL

IN ACTION

If you would like to improve your British American Tobacco sales, or to see a rep from BAT, call 0800 444 236

Good to great

GOODRetailers have continued to stock pricemarked packs which has helped to reassure adult customers of good value.

A successful retailer maintains a full range of cigarettes and tobacco. They should stock the full range offered by Rothmans, including Blend 55, as well as Pall Mall, which is still the only brand to offer a capsule in every cigarette. This ensures a good selection of products is available to meet different adult customers’ needs.

By continuously checking availability as well as rigorous stock management, retailers are less likely to lose out to competition.

As with all new legislation, retailers will naturally be anxious about any real or perceived uncertainty arising. Muhammad Shafiq, of NK News in Newham, London, says this creates a sense of anxiety for retailers as there is a lack of direction as to what is allowed.

For example, it is still somewhat unclear as to what is allowed regarding the display of product while serving adult customers.

Illicit trade, Muhammad Shafiq believes is on the increase in his area, and he feel more needs to be done to clamp down on the criminals who are undermining his business.

Sharing product knowledge with staff and communicating it correctly to adult customers is essential. Satisfied adult customers will return for good service which in turn boosts profits.

GREATOFFER GREAT VALUE

STOCK A GREAT RANGE

MANAGE YOUR STOCK

AS PART of our comprehensive trade support programme MOR£, BAT is working with retail customers to ensure they can support their adult customers and address their concerns. Since the introduction of the retail display ban, adult customers have raised a number of concerns;

Firstly, adult customers worry prices of their usual brand will increase when they can no longer see it on display. By having a price list and/or stocking price-marked packs, retailers can easily alleviate their adult customers concerns.

Secondly, there are concerns that transaction times will increase. This makes

it critical for retailers and their staff to know where each product is positioned on shelf.

Finally, adult customers want to know that their product will be available. Research suggests that approximately 40% of adult customers will leave the store and purchase somewhere else where their chosen product is not available in a particular store (ECR Europe 2012).

Therefore, it is critical that retailers continue to stock a wide range of BAT products and ensure the re-purchase of fast selling lines, such as Rothmans and Pall Mall, occurs to keep the adult customers coming back to the store.

“MOR£ helps me understand the importance of stocking the right products in the right shelves. This has a great impact on our business in a positive way.

“I highly recommend the Mor£ scheme for retailers. It is not just a reward scheme, it provides me with all the tools I require to have a successful business in the display ban environment.”

RETAILERVIEW

BRITISH AMERICAN TOBACCO VIEW

Rita Patel Costcutter, Plaistow,London

KNOW THE LEGISLATION

WATCH FOR ILLICIT TRADE

KNOW YOUR PRODUCTS

How do you take your store to the next level? How do you make your adult customers spend more with you? The basics are important, but there are simple things you can do to turn your store from ‘good’ to ‘great’. Retail Express worked with BRITISH AMERICAN TOBACCO to explain how to make a good tobacco seller a great one

in association with

Muhammad Shafiq NK News, east London

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