SLR p56 Sundries Jun09.qxp 29/05/2009 12:25 Page 56
sundries
It’s thelittle things
that count
There’s not much spare space in a shop, but when you find some, its generally filled
with promotional items. That may bring in cash, but there is another way to bring in
the money, while offering customers something entirely useful. SLR investigates.
C
onvenience stores are there, as Before this range store owners would
their name suggests, to give buy bulk of one type of treat and it
customers items that they need would smell and soil therefore
with little hassle and without having to customers wouldn’t buy it,” says Din.
travel far from their home. From food “We started another range after finding
to drink, cigarettes to newspapers, local out how many different types of
retailers can offer a huge array of items electrical light bulb fitting were needed
that consumers need quickly, and in one particular house. Again instead
conveniently. of store owners buying a minimum of
The range of products from Little each type of bulb and stocking on
Things helps retailers take that one step shelves it was more attractive to have
further, by allowing them to stock a the bulbs displayed in blisters packs
huge number of household items from where customers could see exactly what
fuses to hair bobbles, petcare items to kind of bulb and wattage it was.”
toys and energy saving lightbulb. There are undoubtedly benefits to
Little Things started over 11 years ago stocking the range that work in favour
and according to Efy Din from the of the retailer such as all products being
company’s its goals were to be able to sold on a minimum quantity meaning
supply, deliver and merchandise the you have no products that are not sold
retailers with products regularly which as a sale or exchange policy on all items
they had to, at that time, go and is in place; all products are delivered
purchase from cash and carries. and merchandised by the Little Things
“We wanted to sell these products on sales team; any slow sellers, damaged
a sale or exchange basis so that the products or dirty packaging Little
store owners are never left with stock Things exchange them with no
that isn’t sold, slow in selling or questions asked.
damaged,” he says. Sundry items can balloons next to each other, the chances The company also regularly visits
The company also wanted to give often trigger of all three selling when someone was each customer to top up on anything
store owners a small space saving impulse only going to buy one of these items they need and gives retailers time to
display stand or wall hooks and get purchases in- (birthday candles) improves greatly,” concentrate their efforts on other parts
away from huge big spaces on walls store. says Din. of their business.
with big bulky display of each item on a When the company started it began “In our experience we feel that
cardboard and handwritten prices; selling products such as hair care, hair retailers never concentrate on this part
supply a smaller quantity of each bobbles, baby soothers, drawing pins, of their business and most of the time
product so that the retailer wasn’t adhesive tapes, fuses, laces, stationery, never buy all the right range of these
buying and stocking unnecessary small hardware, can openers, cork items. Because we specialise in these
products that would tie up revenue; and screws, playing cards and paint brushes products we have the knowledge to best
have the products all pre-priced so that under the ‘Little Things’ banner. provide what is needed for each store
the end user would buy for the same “After a couple of years of trading we individually,” says Din, concluding:
price throughout the country. saw the gap in the market for Pet treats “One of the biggest reasons we are
With attractive packaging the range and accessories and started the same popular in the stores is because of the
stands out, making customers realise idea as for Little Things but under the profit margins we offer and the regular
they need something, as opposed to banner LT Petcare. This range included top up service we provide.
purely surviving on distress purchases. dry pet treats packaged for retailers to “All companies do not provide a
“Merchandising is very important, for sell to their customers. This was merchandising service and some only
example if you display birthday candles another popular range as it was despatch the products for the store staff
and display birthday candle holder and completely packaged and smell free. to price and display themselves.”
56 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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