Thousands of conveni­ence stores have started working with impulse general merchandise sup­plier DSL Group. Its home & lifestyle product ranges and display stands are delivering retailers’ £10,000- £15,000 in annual sales.

Director Karanbir Landa revealed how DSL Group has grown from supplying around 4,000 forecourts to 7,000 fore­courts and convenience stores in three years, fuelled by more con­venience-store-focused products.

Examples from its more than 500 lines include imitation perfumes, hot-water bottles, heaters, air fryers, DIY tools, gifts and car care, most of which are priced at £15 or under. Landa told Better Retailing: “We are a non-food impulsive-goods supplier. A good way to explain it is that ‘magical’ Aldi aisle, but we were the first to do it. We’ve been here for 40 years.

“Consumers are looking to add items that enhance their lifestyles to their baskets. What we’ve mastered is how we create that theatre in store and deliver products relevant to the season.”

How partnering with DSL works for a convenience store

Stores that partner with DSL receive stands full of season-specific goods every three-to-four weeks. Landa described it as a “one in, one out” system.

Reps remove unsold stock from the previous period on a sale-or-return basis. DSL promises “good credit terms”, symbol group central billing, small case sizes and next-day delivery on orders.

“We’re protecting stores’ cash flow,” he said. “We don’t want their cash tied up in products. We’d rather put it on the stand that we deliver and make sure that sells through, and if they need more, they can get it quickly.”

The director said DSL’s impact in stores is greater than the direct sales, explaining: “Our research found convenience retail shoppers visit every eight days. If the shopper doesn’t see a change, it becomes laborious. Their visit becomes a mission where they only buy one pint of milk.

“We must create a ‘browsing mode’ for consumers, by creating an expectation that there will be something new.

“We call it ‘surprise and delight’ – they bought a tool set last week and they are thinking, ‘What’s coming in next month?’”

Tips for success with DSL’s non-food impulse lines

Crucial aspects for suc­cess, according to DSL, include stores placing stands prominently at the counter and keeping the area decluttered, to focus shopper attention.

The director said Aman Uppal, of One Stop Mount Nod in Coventry, and Jonathan James’ James Retail Group were lead­ing examples of how to use DSL for maximum effect. “They’re constantly innovating the offering to make sure customers always get something new,” he said.

Landa also highlighted social media, showing a video of Sophie Williams, of Broadway Premier in Edinburgh, promoting DSL’s £39.99 air fryer.

“They’ve sold so many already just from posting on Facebook and there’s so many comments asking the shop to reserve one,” he added.

A way for convenience stores to boost basket spend

Asked what was driv­ing more independent convenience stores to work with DSL, Landa re­sponded: “I think there’s a big need for improving their basket spend. There are only so many packs of crisps or chewing gum they can sell to a cus­tomer. They need to offer things above and beyond what they’d usually sell.

“It’s things like the up­coming disposable-vapes ban. That loss of income will affect them massive­ly, so they are preparing themselves.”

He added that the suc­cess of impulse general merchandise in Aldi and Lidl had helped set cus­tomer expectation for a “magical offer” beyond just grocery. “It’s up to convenience retailers to up their game and have that offering to compete in this space,” he stated.

Explaining some of DSL’s recent successes, Landa revealed its part­nered stores sold 250,000 hot water bottles last year.

It listed an imitation Dior perfume costing £8.99, a fraction of Dior’s £200 retail price, which “went down a treat” in stores. Upcoming ranges include official Guinness Father’s Day gifts and heaters.

Landa concludes: “It’s not just about keeping up with trends, it’s about set­ting them. The best feel­ing is when a customer thinks ‘that’s not going to sell’, and three days later they are sold out.”

To find out how to add DSL’s stands to your store, email your shop address and mobile number to editorial@newtrade.co.uk

Read more advice for independent convenience retailers