Convenience Store has recently reported on several longstanding retailers who’ve taken the decision to switch their stores from one supplier to another.
This is exactly the case with Berkshire’s Roli Ranger, who this week reopened his Ascot Londis store with a Post Office as a shiny new Budgens – after over 33 years with his former symbol group.
And just as with other retailers, Roli says his decision had nothing to do with the service offered by his former fascia, but he felt the changing and varied demographic in the store demanded a change in approach.
“Because of the increase in our range of fresh foods, the area warranted a Budgens, so we sort of evolved. We had a good Londis store, so we just evolved from that to Budgens. It was a natural progression that was needed,” Roli says.
Roli also noticed his shoppers were evolving too, which has impacted on what lines do well for the store. “Our demographic is funny - it’s a mixture because we have a school not too far away, both junior and infants.
“We’ve got a resident elderly population as well, which use our Post Office on a regular basis. And we’ve also got new young people coming in because of the addition of things like Rollover and Costa Coffee. So all the food to go services that we’ve introduced are drawing a mixture of crowds, and also the tradesmen using us as a one-stop for food.”
The renovations saw a slight extension to the existing store, with a two-metre growth of what was the storeroom the main difference, structurally speaking at least.
“I’m happy with just one store so I can focus all my attention on it…”
As Roli’s only store after selling his others four years ago, the retailer says all his attention now is on getting the newly opened premises as good as it can be: “I’m happy with just one store so I can focus all my attention on it. Sometimes, you can dilute yourself by spreading yourself too much, and this way I can focus on my customers and my store.”
And the results? Roli says customer feedback in the store’s first week alone has been exceptional. “The overall response in the last few days since we opened has been phenomenal. The customer base is also assisted by our presence online in terms of marketing, Facebook and other social media.”
Roli is equally delighted with the result, he says: “I’m absolutely over the moon. It’s exceeded my expectations. Working with Budgens and RK Shop Fitters, it’s been a pleasure working. They’ve delivered a store that’s exceptional. I love it. And more importantly, my customers do.”
Those customers will soon benefit from Roli’s first venture into online deliveries, something he says he hasn’t tried before. “That will be a new addition for us going forward to serve our community a bit better.”
So the message from Roli’s new store is primarily that it is open, and ready to serve – but better. And he’s certainly putting in the hours to make it work. “At the moment I’m in there every day to let my customers know I’m here.
“I’m still here, it’s not new management, you’ll see the same faces and my team is still the same. It’s just that we’ve delivered an exceptional new store.”
No comments yet