Opinion: Get ahead of viral trends– Natalie Lightfoot, Londis Solo, Convenience, Baillieston, Glasgow

We’ve been selling bubble tea for nearly two years and we got involved because we could see that it was a growing trend. Now most convenience stores have some kind of bubble tea offer. We also got involved with Coca- Cola Creations – the AI-generated Coca- Cola – because we got in touch with the suppliers and worked with them on activation plans.

We did some fun stuff in store and showed it on social media. It’s hard for manufacturers and multiples to get on TikTok because of all the bureaucracy they have to go through, but that’s where our viral trends were coming from. If we find a viral trend, get that product in store and shout about it, we know 30 people are coming into the store just for that.

As independents, we’re so much more responsive than supermarkets. These days, manufacturers are coming to us for our opinion on launching their products. They’re asking to work with us on their brand launches or to try out some influencer-led marketing. They’re thinking of independent retailers like us because we’re reactive, we can make things happen quickly, and we can micro-influence one another and our communities.

Read more: How to identify and capitalise on viral product trends

At Londis Solo, we’ve built our network forwards and backwards, so we’ve always got our ear to the ground. Most of our staff are on TikTok and their friends have TikTok as well. And we communicate with each other and other retailers, and find out what’s happening really quickly, whether it’s Pickles or Lorenz crisps. Gone are the days where you go to the cash and carry, fill up your store and sell it. Now you’ve got to be listening and making connections with manufacturers, cash and carries, wholesalers and online wholesalers, and also listening to your community network.

Because of my reputation in my community, if someone wants a viral product, they’ll think of me and DM me first on social media asking if I have it. That means that even if I don’t have it, I can go and get it and be the rst store in the area that does. A good example is Arthendas Tikka Marinade, which is produced locally in Wishaw, and I’m always advocating for the brand. They’ve got a huge Facebook group, and every time I get it in, I can sell 120 in a day.

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