Home' Convenience and Impulse Retailing : October November 2011 Contents Tell us about
your store and
what makes it
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it's essential to evolve our business to
meet the needs of our customers in
order to remain competitive and
"While it is still early days for the
Torquay store, we are continuing to
invest time and resources into
constant research and development.
This will ensure our product o ering
is relevant to our customers needs.
It is important that we take key
learnings from the Torquay store
model and apply these to future
larger footprint stores as we continue
to expand throughout the network.
New growth strategy
The NightOwl brand, with 63
convenience stores across
Queensland, New South Wales and
Victoria, has traditionally run in
smaller retail spaces of up to 150m².
However the new growth strategy
means the larger NightOwl Supers
will be able to o er customers a
larger range of groceries, fresh food
and deli items and a more in-depth
shopping experience. The brand is
determined to also retain its focus on
customer service and convenience.
Remaining focused does not mean
standing still; as Mr Adams points
out: "It's important for a business to
evolve and NightOwl has seen the
opportunity and acted on it.
"NightOwl is a well-known and
respected brand so our customers
know that when we provide a bigger
o ering to them, they can trust it will
be done with the same focus on
customer ser vice, value and
A second NightOwl Super recently
opened in Slade Point in Mackay and
is already adapting to the demands
of local customers through
introducing an extended fresh
food o er.
"NightOwl has always been strong
on categories such as drinks and
tobacco, and now we are really
looking to build on grocery," Mr
"We have always had a varied range
of grocery lines but it has not always
been as profitable as it can be.
However, we think that the extra
buying power we now have and the
expertise that we will develop will
stand us in good stead."
The belief is that the buying power
benefits which the new NightOwl
Supers will be able to provide, will
have a positive knock-on e ect
"As a franchise
group we are not
sitting still -- our
business growth is
all about innovation."
down the line for smaller stores and
"Our increased buying and marketing
power will give us the opportunity to
work with larger suppliers and a
greater product range, which means
we can sell our products at a more
a ordable price -- and that's
something that is more important
than ever to consumers right now,"
Mr Adams said.
"The demand for convenient
shopping only continues to grow
and this expansion is expected to
be of a great benefit to the group."
Of course, whatever the size of a
convenience store, it needs to be
well located if it is to succeed and
both of the new NightOwl Supers
tick the boxes in that regard.
According to Mr Adams, "location is
obviously paramount, no matter
what size store.
"However, this flexibility in store size,
as well as strong systems, in-depth
training and a dedicated support
team for our franchisees, provides an
incredibly strong o ering for not only
franchisees but also our customers
and business partners."
When these tried and true retailing
philosophies are applied properly,
the results at stores such as Torquay
"Right from the start at Torquay we
have emphasised strong training on
up-selling and on customer ser vice,
which is really what we want to be
known for," Mr Adams said.
"We are now, however, also almost
as famous for our combo o ers and
our 'two fours' or 'take twos' which
draw a strong response from our
The Torquay store employs
approximately 15 sta and since
becoming a NightOwl store has
extended its trading hours, now
open from 6am-10pm instead of
the previous 7am-8pm.
As well as fully re-merchandising,
the Torquay store has new shelving,
a new counter, new hot food
equipment, and a Frozen Coke
o ering. The store's cleaner front
area works in well with its renewed
emphasis on fresh food.
As to the future, Mr Adams says that
"Good retailing is about
understanding what your customer
wants, when they want it,
merchandising it well so they can
find what they want quickly, and
giving value for money.
"As we move towards the franchise
models we wanted to prove the
larger store concept could work
and it is very much a case of 'so
far so good."
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