Flyers and fresh will drive footfall Bell's Stores commercial director Richard Collins and Nisa sales director Stan Wittenbury warned retailers to steer clear of the "low volume high margin" approach to securing profits. Each gave addresses designed to help retailers' market their businesses. "The first thing to recognise is that price does matter," said Collins. By focusing promotional spend on fresh categories to encourage regular store visits, and by targeting customers with leaflets advertising the latest deals, Bell's had turned things round after core grocery sales had slipped 9% in the 12 months to October 2000, he said. The company now distributes 165,000 leaflets to local residents every three weeks. "In the first two months of 2001, like for like sales at Bell's were up 12%," he said. Wittenbury said Nisa distributes 3.5 million promotional leaflets every three weeks across the UK. Retailers must be prepared for gross profits to take a hit if they want to drive footfall. He said. "Retailers say customers go into stores on the first day of a Nisa promotion clutching the leaflets." {{NEWS }}