Asian_Trader_Magazine_1326_October_2017

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DENNIS & LINDA WILLIAMS

10 ASIAN TRADER 13 OCTOBER 2017 http://www.asiantrader.biz

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The news that a discounter is opening up The news that a discounter is opening up The news that a discounter is opening up The news that a discounter is opening up

on your doorstep can strike fear into the on your doorstep can strike fear into the on your doorstep can strike fear into the on your doorstep can strike fear into the

hearts of independent retailers. hearts of independent retailers. hearts of independent retailers. hearts of independent retailers. Jo Tilley

travelled to Edinburgh to fi nd out why travelled to Edinburgh to fi nd out why travelled to Edinburgh to fi nd out why travelled to Edinburgh to fi nd out why

this doesn’t have to be the case. this doesn’t have to be the case. this doesn’t have to be the case. this doesn’t have to be the case.

C

ompetition is something

independent retailers are no

stranger to these days. Wherever

they look, another grocery outlet seems to

be popping up which threatens the business

they have spent years, often decades, to

build.

Just those two little words, Aldi and Lidl,

can worry even the most experienced and

successful retailers as the German discount-

ers are o ering up prices and deals that

many of them could only dream of.

However, as the well-known motivational

advice goes, when you are presented with a

challenge, you are also presented with an

opportunity. And this is exactly how Edin-

burgh retailers, Dennis and Linda Williams,

reacted when they heard that an Aldi was

going to open just around the corner.

Despite winning numerous awards, the

couple wanted to make sure that their

Broadway Premier Convenience store was

in the best possible position to joust with

the competition.

So Asian Trader visited their new and

improved store in Oxgangs to pick the

brains of the experienced couple. And after

being given a guided tour, here are fi ve top

tips that could help retailers who also come

face to face with the big boys.

Five Top Tips to taking on the discounters

1. Do deals, loads of deals!
   Whether it’s confectionary deals, meal deals or even frozen deals

• there’s just no end to the offers available in the Williams’ store.
  The couple have six mega deals constantly on offer and an
  impressive £3 meal deal including a sandwich, crisps, drink and
  chocolate bar. This is the sort of value for money even Aldi would
  be hard pressed to match. But it doesn’t end here – to match the
  supermarkets, the Williams also have a frozen meal deal available
  for dinnertimes. Linda says £1 price points on Big Night In share
  bags encourage shoppers to pick up three bags instead of one.
  And their two for £1 single serve offer is so persuasive that even
  sales of Euro Shopper’s 50p chocolate have increased by 30% (do
  the math people!)