inside business SLR AWARDS 2010
“Douglas and Christine run their stores in an exceptionally professional and responsible
manner.” - Iain Watkins, Imperial Tobacco
Darren Cummings of Imperial with Christine Dryden of Nisa Stonehaven, which leads the way when it comes to repsonsible retailing, including the use of cutting edge technology like OKID.
The Drydens are an extremely inventive couple who have driven vari- ous pro-active ideas and projects aimed at training staff to ensure their businesses remain compliant with on-going and challenging regula- tions whilst promoting responsible buying.
Their stores keep a tobacco ‘refusals log’ to use as a reference when gauging the efficiency of their staff, is it constantly used – evidence of excellent training. Christine is a City and Guilds qualified trainer and personally trains all of her staff – her abilities to impart skills and knowledge have been a major influence on the business. Douglas continues: “It is vitally important to have our staff trained to such a high standard given the amount of current regulation to which we have to adhere – we want avoid any potential problems. We are currently trialling a potential finger print recognition machine – so we don’t have to simply rely on customers producing ID for age restricted products”.
Another example of the Drydens’ ‘responsible retailing’ is that they personally pay for an external agency to ‘test purchase’ twice a year – this keeps everyone on their toes to ensure they ask the right questions when selling age-restricted products. Douglas says: “It is crucial we ensure the staff are trained properly and deal with our customers professionally and politely – we have been very happy with the results”. The Stonehaven store is easy to navigate and all deals are clearly marked on-shelf and in the windows – though a conscious decision was
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taken not to have alcohol advertising visible from outside. The store made the decision to stop ‘buy one get one free’ offers on alcohol to discourage bulk purchases and to promote responsible buying. Douglas and Christine were contacted by the police to help educate local children in Stonehaven on the dangers of alcohol. The couple have helped pay for educational books for children of various ages, from primary school to school leavers. There is a good relationship with the local police, who have been very helpful with advice and information. The proposed ban on retail tobacco displays in Scotland is a major concern for the couple, Douglas explains: “I do not feel that the Govern- ment are thinking about the retailer when they talk about banning displays.
“The potential cost to us in terms of installing our own unit and loss of business has been underestimated. We have discussed the issue with our customers in an attempt to educate them on the issue – they need to be aware of issues affecting their community store”. This is obviously a sensible and pro-active attitude, which sums up their approach to their business. Iain Watkins concludes: “Douglas and Christine run their stores in an exceptionally professional and responsible manner, which sets them apart from the competition and makes them worthy winners of the 2010 ‘Responsible Retailer of the Year’ award run by Scottish Local Retailer magazine.”
AUGUST 2010 l SCOTTISH LOCAL RETAILER l 29
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