Creating a strong presence in the Sheffield community and supporting local causes are key to friendly c-store's success
As independents, our USP over the multiples is that we are at the heart of the community. At our shops we understand what is happening in the area. My family knows our customers' families and we understand their needs. More than that, we can respond to their needs faster and more effectively than any multiple ever could. It's vitally important to be part of the local community and appreciate your customers.
The simple things can go a long way. Saying "please" and "thank you" and packing your customers' shopping makes a real difference. Knowing the names of your regular shoppers and remembering what they buy most often gives the personal touch that the supermarkets so often lack. If a customer asks for a product and we can have it for them the next day, they will come back. No multiple manager could ever be that reactive. Personal service makes shoppers feel valued and it's one of the reasons they'll choose to shop in a local store rather than at a multiple.
Community involvement is key. The more we give, the more support we'll receive from our customers, benefiting everyone. We've recently set up a panel of local figures that identifies causes in the community. I donate £1,000 a year to the panel, which then decides how the money can be spent each quarter in the community. We work with a number of good causes, including Hallam FM Cash for Kids and Parkwood Academy School. We also sponsor children's football teams. When our third store celebrated its first birthday, everyone came down and enjoyed a good party, strengthening our place at the heart of the community.
The My Shop Is Your Shop campaign has really encouraged closer links between my team and our customers.
This year we ran a colouring competition for children with kids' bikes as prizes, which proved really popular. We also organised a party outside the store for the community to come and guess the number of balloons in our Smart car, with an iPod as the prize. We had free face-painting, free hot dogs and ice cream and also goody bags for all our customers. Local boxer Richard Towers attended, too.
Talking to the local media is another opportunity to win a place in locals' hearts. We have a positive relationship with the local newspaper, The Sheffield Star. It is very supportive of our community events and usually gives us great coverage. It works very well for us and the newspaper. When we are holding a community event, we can call them and they are usually interested, and when they need an opinion or comment about a local issue they can talk to us.
Your shoppers are the best people to help you run your business. Listen to them, for they are your most important asset if you are to make your store a community store. For instance, following feedback from our shoppers, we now offer a delivery service, offer a range of local products from Yorkshire and also run extra promotions to provide great value for them. They really appreciate the improvements we have made for them.
Having a firm place in the community really benefits and adds value to my stores. Most of all, it lets the locals know that we care about the community and, in return, encourages customer loyalty.
Singh's top tips
1. Listen to your shoppers
2. Mind your Ps and Qs
3. Speak to the local press
4. Support local good causes
5. Organise events at your store
Mandeep Singh is owner of a chain of three stores in Sheffield
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