OPINION: When times are hard focus on your point of difference, by Harj Dhasee, Mickleton Village Stores, Gloucestershire

The convenience market has taken a downturn, according to recent reports, with visits remaining stable but overall spend dropping. People are worried about what the market is going to do as well, with interest rates still relatively high and people having less and less disposable income.

But retailers can’t afford to sit still and worry about this. They have to work out how they’re going to drive footfall and make people want to come to their store.

I’ve been very against bringing a post office into my store for a long time. I thought it was a lot of work for not much money, but what it does do is drive customers into your store. It’s often more lucrative than PayPoint. We’re looking at potentially installing one in March next year.

Retailers need to be proactive in making their store a destination shoppers want to visit

What you’ve got to do as a retailer now is make your store a destination and give it a point of difference so that people not only want to come to you, but want to spend more with you.

I know a retailer who’s in a fairly affluent area and he’s installing four Cook freezers in his store. Then, on top of that, they’ve improved the section further by investing in some premium wines as well, which is what the average Cook customer is looking for. You’re making them want to spend their money with you instead of elsewhere.

For stores in less affluent areas, it’s got to be about driving value. Price-marked packs give people confidence in the price points and let them know they don’t have to shop anywhere else. Parcel collections and other instore services can be a great way to make your store a destination.

Right now, you’ve got to hit the big seasonal occasions hard and offer consumers some value, and then keep that range very tight and value-led all the way to Christmas. Use your symbol if you can. If you can’t, shop around. We’ve used the multiples to cherry pick some deals that we can shout about in our store.

Don’t be afraid to beat the drum, wherever you are. And don’t forget that even in affluent areas, people still want value for money.

Be proactive instead of reactive. Look at what you’re doing right and what you’re not, and think about driving that footfall. It’s the key to survival.

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