Billed as a one stop shop, Spar Malone Road has everything a customer needs, the expected wide range of grocery, fresh and frozen food, but also offers an in-store butchery department, hot and cold food to go, in-store bakery for fresh bread and treats, Barista coffee to go, bulk fuel, flowers and plants, in-store Post Office, forecourt services including jet wash, air, water and vacuum facilities, onsite ATM and customer toilet, BP Me pay at pump feature and scan Pay Go technology is available at checkouts.
Situated close to Belfast city centre, the store is located next to Queens University halls of residence, which is home to hundreds of both national and international students. The trading area also contains a University, schools, churches, eating establishments and other businesses, which when combined makes a varied customer base.
Despite this wide variety, the store has two main types of shopper. The first is a ‘on the go’ customer who typically fills up with fuel and grabs a coffee and hot food or sandwich to go and some impulse lines. The second type of shopper is a ’non transit customer, perhaps a local resident doing a top-up-shop. They will be looking at our bakery, fresh produce, butchery range and tonight’s tea solutions in particular. These customers will use a basket or trolley, very often visit the Post Office counter to avail of services and are more likely to use the staff -manned checkouts, enjoying engaging with staff throughout their visit to the store.
In 2024, Spar Malone underwent a £1.2m store extension and refit which was seen as the only option to keep sales momentum going and to meet the needs of an ever-growing customer base.
Sales have increased 14% like-for-like on last year. They have also seen an increase in basket spend by 4% taking the average shop to £7.59 (excluding fuel) and customer count has increased from an average of 15,594 in 2024 to 17,084 shoppers per week. Due to the growth seen in store they needed to increase staff and created an additional five job roles in store.
The team strives to be a community-focused retailer, and have become an integral part of the local community through involvement with local schools, youth groups, churches and charity fundraising and holding events such as fun-days and competitions.
According to management, exceeding the expectations of customers is something they take seriously, ensuring great product availability at all times, high store standards, creative presentation and keeping up-to-date with changing demands of shoppers and consumer trends. Due to the current cost of living issues, customers are wanting value for money more than ever, so in addition to the ‘Everyday Value’ range they run three-week ‘Real Deal’ and weekly ‘Mega Deal’ promotions, giving shoppers savings across the whole store.
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