City Hall Los Angeles

Food Retailing or Food Entertainment?

Food retailing is going through a global revolution. On one side of the equation companies such as Walmart, Aldi and Liedl are gaining market share as local commodity food retailers.

Where does this leave the independent food retailer and does he have a future? If you ask Pete Luckett of Halifax, Nova Scotia in Canada, the answer is a definite yes. As the food giants move the industry in one direction, the independent retailer has no choice but to move in the opposite direction and to make food shopping an entertaining experience.

Pete started his retail life as a "barrow boy" selling fruit and vegetables in the English town of Nottingham. Having toured the world he ended up residing in the Atlantic provinces of Canada where he opened his award winning "Pete's Frootique".

Pete's philosophy is simple; provide an entertaining experience and top quality product and your customers will keep coming back.

It's about people

Pete's philosophy is that you need to show you care about people if you are to compete with the mass food retailers.

As a consumer visiting Pete's retail outlet you are guaranteed to be greeted at the entrance by a team member in top hat and tails. Steve the piano player will play your favourite tunes on his piano which is positioned on a stage above a display of fruit.

It's not all gimmicks to entertain you

Pete employs a nutritionist to provide professional information on health related issues and each week team members attend product knowledge training sessions to ensure they can pass on product benefits to customers.

Pete is committed to building a team, his internal customers are as important as his external customers. Interviews to hire team members take place at 7.00am as a test to see if potential team members can get to work on time. The interview concentrates on checking the potential team member's personality. Technical knowledge can always be learned, personality is an ability that is essential to become a member of a team.

Retail is detail

Pete's Frootique is a theatrical experience, customers are directed through a "boutique" store layout.

On the journey they pass by "The English Butcher", "The French Deli", a bakery and an English product shop which stocks many of Pete's favourite products from when he was in Britain.

On the consumers journey they pass by theatrical props displayed in the ceiling as well as tasting stations that entice consumers to try new fruits and vegetables from around the globe.

Pete has one of the smallest advertising budgets in the industry. He rarely advertises in local newspapers, but has one of the most effective marketing strategies in the industry.

Pete has authored three books on fruit and vegetables, their origins and unique ways of cooking them.

He regularly appears on the national Canadian TV as a food expert and has a two minute segment on the national lifestyle program just before the weather report. These segments can include how to identify when mangos are ripe to how to cook new potatoes to preparing celeriac and beetroot soup.

Pete has a regular thirty minute documentary program on the Food Channel. Each episode takes one fruit or vegetable and follows its origins, how it is grown commercially and unique ways of preparing and cooking the produce. Programs have been produced on mangoes, macadamias, kiwi fruits and truffles.

Pete is also a motivational speaker. I have shared the stage with him at retail conferences in Canada, USA and the United Kingdom. His enthusiasm is contagious and an excellent advertisement for his business.

Effective retailing

Consumers don't just visit Pete's Frootique because it is a fun place to go. They visit because he and his team are excellent retailers.

Power displays are built with skill based on years of experience. The team know how to effectively dummy displays, so that a little can look a lot. Endcaps are used throughout the store and cross merchandising ensures that they maximise the basket spent per customer.

Branding is critical

The brand "Pete's Frootique" is precious to Pete and his team. The logo is evident outside the business, on all team members' business cards and on all signs used to promote products. Every customer is constantly aware of what business they are in.

Pete is fully aware that all his customers have to go to a supermarket to finish off their weekly shop. He has secured the position as the expert on fruit and vegetables and the company that cares about the customer where consumers can enjoy shopping. This is a truly unique experience that customers talk about to their friends.

Pete and I have produced a training video "Winning at Retail" based on Pete's Frootique. Its aim is to act as a training tool for retail team members on how to develop an experience in a retail environment. This video is available via our web site www.johnstanley.cc

If you have the opportunity to visit Canada, put Pete's Frootique on your itinerary. You won't be disappointed.

About The Author

John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries. He regularly contributes to retail magazines around the world and has authored several successful marketing and retail books including the best seller Just About Everything a Retail Manager Needs to Know. Visit www.johnstanley.cc

MORE ARTICLES:

Saving On Money When Shopping For Groceries
Food is very important for our nourishment. As I was growing up my mom used to tell me that it is always okay to splurge your money as long as it was on food. Now, I have come to realized that it is still quite important to get value for your money when it comes to purchasing groceries. You could always justify to yourself that despite some grocery items being a little expensive, you will be eating it for your body. But then, it is important that we always have some extra money saved up for a rainy day. I will be providing here some tips on how you can save on your groceries.

Internet Cruises - Shopping Online
"If you build it, they will come."That advice, which prompted an Iowa farmer in the 1989 movie "Field of Dreams" to plow over his corn field and build a baseball diamond, has become the mantra of many high-tech startups promoting electronic commerce on the Internet.

Shopping For Plus Size Lingerie
When a woman is choosing her lingerie, it is important to keep in mind your own personality. You will want it to be as individual as you are. Your lingerie should feel as though it was created only for you. Avoid choosing anything that is too small, too revealing, or that any part of it makes you feel uncomfortable. You want be happy with your choice, and have fun wearing it.

Shopping Essentials Offers Ideas on What to Give Expectant Mothers on Mother's Day
AP9 ShoppingEssentials, from Adaptive Marketing LLC, Offers Members Significant Savings on Great Presents for Moms-to-be

Tax-Free Shopping
In Western Europe at doors of many shops is possible to see a badge "tax-free for tourists". It means that having done shopping in such a shop, you can essentially save money.

Shopping Tips For The Full Size Woman
Shopping for plus sized clothing can be a real chore, but you'll find that with a little bit of direction, you can you have a great time. More and more, clothing manufacturers realizing that not all of their clothes should top out at a size twelve and that there are women who are willing to put down money to look great. If the manufacturers are willing to put together great outfits, all you need to do is figure out what is out there and what outfits work the best for you!

Marika.com Launches Redesigned Website for Woman's Activewear Offering an Improved Online Shopping Experience
The Marika Group Inc., a leader in woman's fitness apparel, announces the redesign of its website, simplifying the online shopping experience, while educating the consumer about their three activewear brands -- Marika, The Balance Collection and Shiva Shakti.

EastCoast Entertainment's Liquid Pleasure Adds to the Excitement of Obama's One-Stop Early Vote Rally in Chapel Hill
Liquid Pleasure was honored to perform during the One-Stop Early Vote Rally for presidential candidate Barack Obama last night at UNC - Chapel Hill's Dean E. Smith Center.

Shopping For Elegant Mother Of The Bride Dresses
There are many places to shop for elegant mother of the bride dresses that are also affordable. You don't have to spend a lot of money to ensure elegance.

HouseRebate.com Brings Foreclosure Shopping to Thousands
HouseRebate.com adds virtual foreclosure tour bus.

Los Angeles Urban Christian Concert featuring Grammy, Dove and Stellar Award Artist
Los Angeles Urban Christian inner city concert: 90K Watts Christian Entertainment Services and Gozpul Music Group promotes yet another great Christian Event Featuring the best Christian performers and music Ministers in the Urban Christian Music genre. Legalize Jesus '08

Choosing an Ecommerce Shopping Cart
Choosing an online shopping cart is a big decision. Unlike a traditional brick and mortar business, your website is your only chance to impress potential customers.

Shopping For Sexy Lingerie With Your Partner Can Be Fun!
Shopping for erotic lingerie is something many women do. Most women have different reasons for shopping for it, of course. Some like the pleasure and tantalizing sense of sexuality it can bring, others want to spice up their relationships, and others simply like how erotic lingerie feels on the skin. Purchasing erotic lingerie is sadly something most women do alone, however, as few women actually take their partners with them on this most sensual of retail journeys.

Holiday Shopping And Credit Cards
Minimize Credit Card Spending During the Holidays