Ginsters are pleased to support the important work carried out by the Rural Shops Alliance, to develop and promote best practice with retailers operating in rural communities.

Ginsters are the UK’s leading branded chilled supplier of sandwiches and savouries, we operates a van sales fleet which delivers 6 times a week to convenience retailers.

The chilled market has seen rapid growth over the past 2-3 years as consumers are looking for convenient foods that they trust, to purchase and consume quickly and often out of home. Progressive retailers are therefore investing in this important category where growth and high profit margins can be achieved through brands such as Ginsters.

Ginsters can provide you with shelf merchandising kits, branded pos material and advice on the best products to stock.

Contact Phil Eastham Senior Commercial Manager
Telephone: 01579 386411
Mobile 07770444662
E-mail: phil.eastham@ginsters.co.uk
Website: www.ginsters.co.uk

WHAT CONVENIENCE STORE CUSTOMERS WANT By Phil Eastham, Convenience Channel Controller, Ginsters Foods

The market for convenience food grew by over 6% in 2009, twice as fast as the big supermarkets. There were wide variations within this picture, and many rural retailers will have done well to stand still.
Obviously store location is key to any convenience offer, but the other main factors for shoppers are:

Product Availability 46%
Friendly Staff 33%
Value for Money 33%
Speed of Service 26%
Not having to go to the Supermarket 25%

The two ranges driving convenience store growth in 2009 were:
- Fresh Food
- Food to Go

The best ways to maximise business from Food to Go are:
- Create a breakfast offering - 20% people leave home without eating and buy on the move – spending on average £2.86
- Coffee is a key driver in bringing people into a store
- Introduce a Meal Deal to offer value to your shoppers
- Stock the recognised brand leaders, in this market shoppers are looking for quality and are prepared to pay a little more

The RSA view
Food to go can work in the most unlikely places. A shop we visited recently, in a sleepy rural village, couldn’t see up before 10.30 because they would be too busy serving breakfasts to workmen. When we got there all was revealed – a building site with 30 new houses going up and builders keen for the hot pies and bacon butties the shop was providing.
On three of these top five reasons listed in the research, local retailers should be winning hands down. They really should be delivering friendly and fast service, and as for not having to go to the supermarket – real music to a small retailer’s ears. This is really worth thinking about and if necessary acting upon. If these are the most important things to shoppers, then focus on these areas.