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"The Payroll department not only deal with the on-going payroll processing of the Appleby Westward staff," (says Clare Parkin, Appleby Westward's Payroll Co-ordinator) they also work with a large number of our retailers who outsource their payroll to Appleby Westward'.
An initiative to boost a Bideford store’s sales of SPAR own brand products has had an immediate impact and drawn positive comments from regular customers.
Regional Sales Manager Christine Edwards and merchandiser Matt Pick undertook the project at Teresa Blight’s forecourt store in a bid to improve its 13.8% SPAR own brand sales, which were behind the national average of 23%.
But within a very short time of the project’s completion, her SPAR own brand sales have now hit the national average figure, and are still growing.
Teresa, who doubled the size of the store two years ago in a redevelopment scheme with Appleby Westward, recognised the need to take action. "We noticed our customers buying habits had changed and with the right ranges in place, we are confident everything now meets their needs.”
Christine added: “While Matt and I were working in store there were a lot of positive comments from the regular customers and staff and they even sold the first lot of coconut milk which surprised everyone!
“The overall aim of the project to increase SPAR brand awareness and penetration has been more than met, and we worked with Teresa to create a store which clearly shows the benefits of SPAR brand to its customers.”
The project seized the opportunity for remerchandising the store at the same time and replacing poor selling lines with either SPAR brand or more popular proprietary lines. It also exploited the potential to increase the S Budget gondola end bay and put in SPAR imagery to advertise the brand.
The benefit for Teresa has been the opportunity for increased margin and gross profit, increased customer loyalty with a better price perception of SPAR and the encouragement to increase their basket spend, with up to 900 lines to choose from across the S Budget, West Country and SPAR own brand ranges.
Blights Motors has been based in Bideford for 77 years. A Ford franchise, the business was established in 1933 by Jack Blight and has run continually through successive generations. Teresa is wife of one of the garage partners and is actively involved in the forecourt store.
When it doubled in size to 1,200 sq. ft. two years ago, it was fitted out with very latest refrigeration equipment and hot food servers to increase the range of products the shop could offer customers.
“We have come a long way,” said Teresa. “The forecourt originally had a very tiny shop which grew over the years to the modern convenience store it is today.”
Note to Editors: For further information on Appleby Westward, contact us via our contact page
Article updated February 2012
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