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The store has existed since 1993. Initially it was an off-licence but since their re-fit and extension in October last year they have diversified into convenience with a Go Local fascia. Jaz says they’re still learning which products their customers most like to buy – but they’re building on their already extensive knowledge of retail and the community they serve. The new Go Local sign shines brightly in the evenings which attracts passing trade – this helps spread the message about their new, later opening hours.
The store took lots of advice from the Go Local team and their RDA Gavin on what to stock initially, selling mostly branded items because of the good margins and customer satisfaction. They take advantage of the promotions offered by Parfetts and stock up in anticipation. Sales of promotional items are further enhanced by the ShopMate MediaMaster screens in store. Jaz likes to run as many promotions as they’re able to and says that media screens in store can be a talking point. The ShopMate EPoS was put in with the refit – Jaz says they love it and the team have found it easy and intuitive to use. They especially love the customisable hotkeys which make transactions speedier.
The extensive knowledge they have gained running the off- licence is still evident in the store. Part of the counter is dedicated to special bottles of wines and spirits that most convenience stores don’t sell – these items are popular with customers, and the higher price point helps the bottom line.
The store also makes the most of special offers where promotional glassware is included when they buy a case of spirits. Incorporating these, they make gift packages, wrapped in cellophane and ribbons or create hampers for special occasions which they know will attract customers to purchase as gifts. This is a great tip that other retailers can make the most of, especially seasonally, when people are looking for last minute Mother’s Day or Christmas gifts.
Good Cheer Cellars are situated close to Lea Hall railway station where a train to Birmingham International takes just 12 minutes. This has made the residential properties popular in recent years and many of the ex-council properties nearby are now privately owned. The family live locally and raised their children in the area so they know their customers well and get involved in helping out locally when they can. This has meant the lines between customers and family friends has, over the years, become blurred which is good for trade and helps reduce petty crime in the store. Their longstanding team are a huge part of their success too - there was an excellent atmosphere in the store during our visit which we know means that customers will keep on visiting. A new Local Loyalty scheme will shortly be launched so the store can keep in contact with their regular customers and communicate special offers to keep them coming back.
The black and white photos show the building in its early days as a butcher – and the transformation following three extensions, and their new fascia. These days, Good Cheer Cellars is an excellent example of what a convenience store should be – it’s well organised, meticulously merchandised, clean and inviting and easily accessible thanks to the ramp at the front of the store. The store is at the heart of the community, they appreciate and understand their customers and they provide a well thought out range of groceries, snacks and food to go.
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