Bay Bashir, Lifestyle Express, Bellvue Convenience Store, Middlesborough

Bay Bashir, Lifestyle Express, Bellvue Convenience Store, Middlesborough
Shop size: 800 sq. ft.
Location: housing estate


“My customers want the best brands at the cheapest price so I try and stock as many big brands as I can, as long as I can get them at a good price. I’ve got a lot of local competition so have to try and provide the best deals, but I don’t pay as much attention to this category as I should. We’ve managed to ward off any threat from our local Tesco Express by investing lots of money in the store and improving our offering, but my grocery section is still not up to scratch. Hot drinks sell steadily but I know I’ve not got the ranging and layout quite right. Getting help from Hannah and her team has come at the right time and hopefully I’ll learn a lot from the process.”


Hannah’s thoughts…

“Our key recommendations in Bay’s shop are going to involve a complete range overhaul, ensuring that Bay caters for premium and value ranges across the different segments of the hot drinks category. Attracting his customers to the new offering is the key to getting them off the shelves and into their baskets, so I want to work with Bay on agreeing a new layout that will hopefully draw the eye in.”

Key actions…

High strength teas

Hannah notices that Bay only offers one type of strong blend tea, Tetley Extra Strong and it becomes apparent when talking to Bay that it doesn’t sell well. She replaces it with Yorkshire Tea 40s and 80s to offer customers a choice in pack size, while capitalising in the popularity of the Yorkshire Tea brand in the area. “I used to sell Yorkshire Tea years ago but back then it didn’t sell that well. I’m happy to try it again because trends do change, and there are some good price marked deals on it,” says Bay.

De-caffeinated options

We all know that consumers are becoming more health conscious, and it’s important to tap into that when considering your ranging decisions. Bay doesn’t offer his customers any decaf options which means he’s missing out on a huge trend. “Bay has agreed to let us introduce Kenco decaf refill packs which are ideal for the convenience shopper, and Tetley Decaf 80s, which should sell well with the passing trade as well as his regulars who might be looking for healthier alternatives” says Hannah.

Hot chocolate

Bay only offers a full fat hot chocolate variant which isn’t making the most of the trend towards health, as well as not offering his customers any choice. Bay explains, “I’m aware that there are other hot chocolates on the market that sell really well across the board, I’ve just never thought that introducing them myself would make much of a difference, until now.” Hannah replaces his Wispa hot chocolate with Cadbury Highlights and Options sachets in various flavours.


Other changes…

  • The top selling speciality teas and ground coffee lines are added to the fixture to increase awareness and interest.
  • Bay is encouraged to run link deals across his biscuits and tea ranges as they are already situated next to each other, perfect to generate incremental sales.

Next steps…

In the August 27 issue of Retail Express we’ll see how Serge and Bay’s sales figures have fared following the implementation of Taylors of Harrogate’s recommended changes.