Atul Amin has converted his former Nisa-branded store in West Bromwich to Costcutter’s Kwiksave format. He gives C-Store a tour of the new-look outlet and explains the benefits it is already delivering for him
The Kwiksave brand has a value proposition, but Costcutter also advised Atul to reduce clutter and give consumers more space to shop. Atul took out 20 bays and reduced his stockholding from 6,000 to 4,000 lines. Sales are already up 20%.
A key goal of the redesign was to put complementary sections together. Fresh veg is next to meat, with ambient sauces directly opposite. Grocery sales are tracking at 18% up. “If you want something for dinner, everything is within 10ft of you,” says Atul.
The signage screams low prices, but Atul has a mix of value, promotions and higher margin lines. “In the old store, people were only buying on promotion, but I have a much better mix now, and a more balanced margin.” By shopping around Atul can make 40% margin even on £1 lines.
There are distinct areas for food, non-food and alcohol. The large non-food section plays a big part in keeping Atul’s margins healthy.
Freezers used to be in multiple locations throughout the store, but the Kwiksave team took out five large freezers and grouped the others together. Despite the reduced range, frozen sales have actually increased.
A value budget was an important factor in the refit, too. The shopfit, including separate flooring for the alcohol section, interior imagery and corporate colours, came in at a total of only £17,000.
While trading in the shop as a whole went up post-rebrand, alcohol sales fell slightly. Atul thinks the value message wasn’t getting through so he bought a new printer to make bigger pos material - and sales went up immediately.
Stock piles of big brands are working well. Atul sourced these 44-pack Walkers Crisps boxes from CostCo and sold 180 units in five days.
Customers are predominantly locals, boosted by staff from a local school and large nearby hospital. With sales growing, Atul is so happy that he has also converted his Coventry store to Kwiksave.