Jonathan James puts independence back into independents

November 1, 2009

Entrepreneurial convenience retailer, Jonathan James, is launching a new store in March 2010, which will marry the benefits of being an independent retailer in a local community with the support and partnership of a symbol group.

James, who owns James Craven and Sons, operates six outlets in Cambridgeshire and East Anglia. They range in size from a flagship convenience store in Ely opened in 2002 to a 7,500sq ft Budgens supermarket in Soham.

The new store will be situated on a five acre site on the A10 and will have a symbol group supply chain.

Speaking at the Insight NACS Future of International Convenience Retailing Conference in London, James said the new site represented a “blank canvas” and an opportunity to assert his own identity. James suggested the industry was in danger of “taking the independence out of independents” and the traditional model of an independent affiliated to a symbol group looking exactly like every other member was on the wane.

“I struggle with that,” he said. “As an independent tailored to the community, why would I want to make myself look like every other retailer?”

James said his aim was to show his stores are independently owned and have their own DNA. That includes environmental initiatives.

“I want to get green,” he said. “Just because I sell fuel, it does not mean that I can’t save energy.”

James said he was landscaping his petrol station sites to absorb noise and pollution and improve their appearance and would communicate energy efficient actions. The company has invested in Daikins conveni-pack heat reclaiming refrigeration and a water borehole for water for car valeting, for example.

The stores’ electricity supply is on a smart metre while recycled materials such as wood will be used for store exteriors. Outlets also provide designated recycle areas. James has set up a neighbourhood panel to minimise disruption prior to the new store’s build. Store staff, meanwhile, wear badges stating how far they have travelled to work in order to reinforce local values.

In-store, James is deploying messaging to highlight the company’s 150 year-old heritage with historical photographs and Granny Craven’s branding for sandwiches. Local signage is also used on fresh produce such as asparagus, “I travelled five miles to get here”.

James said he planned to make more use of the forecourt too and incorporate notice boards on pumps. Prompt service, clean toilets, local products and putting the ‘u’ back into community will be key, he said.

James has installed an office for local policemen in store plus lockers for their paperwork and provided a designated training area for local schools.

The company also runs extremely popular ladies drivers' evenings and is introducing a shelter for local youths/residents including a notice board for vacancies.

A media screen to highlight news and initiatives is also planned.