Premier Class

lford retailer Nilesh Patel knew he needed to do something special when he decided to make some changes to his store. “We felt we weren't really going anywhere,” he explained. “Business was steady but we wanted to bring more customers into the shop and get the basket spend higher.”Never one to do anything by halves, Nilesh began by extending the shop to provide an extra 300sq ft of selling space. He then spent nearly £30,000 refurbishing the store with the help of Kevin Ransom from the NFRN’s Model Shop Programme. And he is de-lighted with the results.“Since the Model Shop refit our turnover has gone up by 80 per cent and we are certainly seeing more customers coming in as a result.”Much of this success is down to the extended grocery range Nilesh is now offering.“We used to have just one gondola for grocery products,” he said. “With an extra 300sq ft we can now accommodate many more grocery products, a wider range of wines and we are also providing chilled beers that we display in a new chiller. I believe we are offering everything customers could possibly want.”

With new shelving, more chillers, a dairy cabinet, a Wall’s cabinet, new flooring and electrics, the shop has been trans-formed. “It was looking a bit scruffy,” admitted Nilesh. “Now it looks brighter, cleaner and much more welcoming, while the new Premier fascia helps the shop really stand out and attracts more passing trade.” As part of the refurbishment, Nilesh decided to join Booker and he believes the company’s competitive pricing has also played a key role in the store’s success.“We looked at several symbol groups before deciding to join Premier. We liked the fact there was no fee and we also believed it could best help us to offer our customers greater benefits as well as supplying us with a wide range of products at competitive prices. “By moving to Booker we have reduced our prices on a number of products and I’m sure that is part of the reason why we are seeing more people coming in to shop.”One particular area where Nilesh has seen considerable growth is in the sales of milk. “I’ve always bought my milk from a local independent dairy. When I discovered Booker was selling it for a lower price, I told my supplier I would be getting my milk elsewhere. He came back and matched the price, so I have continued to be supplied by him and my sales have trebled.” Bread sales have also increased, which Nilesh again attributes to better pricing. As a Premier re-tailer, Nilesh is also taking part in Booker’s regular promotions. The shop in Barkingside, Ilford has been in the family for 28 years and was previously run by his father before Nilesh took it over nine years ago. On a main road, with plenty of parking outside, it attracts both local and passing trade and has little competition.The refurbishment, which took place in February and March this year, took six weeks to complete. For the first five of those weeks Nilesh was running the business from his garage until the local council closed it down.“Transforming the shop was a big expense but it was worth every penny,” said a delighted Nilesh. And it seems he has got the makeover bug because he is currently refurbishing the accommodation area upstairs. The Model Shop Programme helps members who are thinking of developing their businesses by providing practical help, advice and a national network of business partners who we can co-ordinate to assist.