The Better Retailing Festival & Awards was held in Birmingham on the 14 October. It saw retailers, industry experts and suppliers meet over a selection of focus groups and masterclasses. Leading figures in the industry shared ideas and solutions. In the evening, the Better Retailing Awards recognised the achievements of leading retailers in the sector.

The day and evening were a hotbed of innovative ideas and inspired solutions to the challenges facing the sector. These were combined with retailers sharing insights on the new product ranges that are profiting their business, and the cutting edge ideas they’re using to grow sales, boost profits and reach more customers.

Here are five of the best ideas from the festival that you could employ in your store today.

Fight retail crime by thinking defensively about store layout

It’s well documented that retail crime is a growing, costly challenge for many convenience stores. There are, of course, a range of technical solutions, from CCTV to face recognition technology. However there are also practical, cheaper steps you can take.

One solution many retailers mentioned was being strategic with store layout. Put high value items which are attractive to shoplifters in locations which are easily visible from the till. Beyond that, it’s worth thinking about how easy it is to get from high value lines to the shop exit. Can you make it so people have to go past the till when going to these at risk lines? Elsewhere, encourage your team members to greet customers, and offer to help. This engagement will remind potential shoplifters there are staff around, which may well deter them.

“Lay your store out in a way where it makes it difficult for shoplifters to navigate,” said Fiona Malone, of Tenby Stores & Post Office in Pembrokeshire. “We get our staff to greet everyone who comes in.”

Read more advice for independent convenience retailers

Changing shopper needs can be an opportunity for independent convenience stores

In Mars Wrigley’s ‘How to Do a Great Range Review’ masterclass, the supplier’s wholesale category development lead, Fiona Martin, said retailers had an opportunity to boost impulse sales in the current climate.

“Just looking at the current market, the past couple of years have been tough, and continue to be tough, but we are seeing reduced pressure on household spending. That’s great news within this sector,” Martin said. “People are going out to shops more frequently. Convenience can really drive this part of the segment.

“We know there’s big demand for fresher and more food-service-based products.”

Making the most of social media begins in store, not online

Natalie Lightfoot, of Londis Solo Convenience in Glasgow, focuses on trending products and uses social media platforms such as TikTok to create a buzz. This has helped Lightfoot tap into new customer bases and boost average basket spend.

She also makes it as simple as possible for customers to follow the store on social media. A Facebook poster features a QR code which customers can scan.

EPoS data has also been vital in Lightfoot’s social media strategy. She uses this data to decide when to introduce new products and maximise their potential.

“While innovation is important, knowing when and how to promote new products is key to success,” she explained.

Turn the disposable vape ban into an opportunity

During the ‘Making Vaping and Next-Gen Products Work For You’ masterclass, BAT UK B2B manager Hashim Tahir was asked how retailers can retain customers who might switch to specialist vape shops following the ban on disposable vapes in June 2025.

“The first thing is obviously education, especially if you’ve got staff at the store making sure they educate the customer when they come in,” Tahir advised. “We’re going to be launching a lot on our websites alongside training courses for retailers and staff members so they can understand all the new products that are coming in.

“They can learn how to get customers through the transition away from disposable vapes as well. The key thing is becoming educated on all the different formats available because there will be people that will transition into smaller pod systems. There’ll be people who’ll want bigger devices.

“They will go to shops who have that knowledge, so it’s key for retailers to ensure they can provide that.”

Take an honest look at your shop and make sure every metre contributes

Stefan Appleby, head of retail engagement at Better Retailing’s parent company Newtrade Media, highlighted areas where retailers can offset sales losses. Referencing Newtrade’s sentiment tracker, he said: “The confidence retailers have in making profit is decreasing rapidly. How much does it cost to open your shop? It might not be a one-size- fits-all solution, but you should think about how much you make per metre. This calculation is a good way to think about what you should double or triple face. What are your biggest sellers?”

Mondelez trade communications manager Susan Nash advised retailers to take a different perspective on their shop in her The Power of Display masterclass.

“Watch your shoppers,” she suggested. “Stand outside your store and count customers, and see where they go, as this will give you clues on what captures their eye.”

“Look at other stores, as this will make you think differently,” she continued. “Think about what you don’t like.”

If you’d like to attend the Better Retailing Festival and Awards in 2025, register your interest here