Centra Parnell Street, Dublin, demonstrates excellent in-store execution

December 1, 2009

Centra Parnell Street in Dublin, Ireland, was deservedly shortlisted by judges in our International Convenience Retailer of the Year Award. The 1,800sq ft store, opened in November 2006 by Musgrave Retail Partners Ireland, ticked lots of boxes for our panel.

“I thought this was another good example of global best in class,” said one of the judges, who especially praised the in-store execution.

Our judges were not alone in their views, however. The Parnell Street store, which has delicatessen, hot food and food-to-go as hero categories, was Centra’s Store of the Year in 2008 and a finalist in 2009.

It was awarded Checkout Magazine’s Best in Fresh Finalist in two categories in 2008 and scooped Excellence in Quality Awards (EIQA) in 2007, 2008 and 2009.

The in-store design sets this outlet apart. It employs low rise shelving and refrigeration to create a sense of space and clarity. The windows on the fascia are fully open to allow greater in-store visibility of products for customers passing by.

Digital menu boards are displayed on the deli, while digital advertising boards and plasma TV screens add to the ambience.

The store’s promotional activity is focused on ‘smarter savings’ with a three-weekly promotional cycle implemented throughout the year and focusing on deli, food-to-go, soft drinks, off-licence and confectionery. In addition, the store runs ‘WOW’ offers, weekly footfall drivers in key categories. Promotions are marketed via handbills and leaflets, distributed to homes and in-store.

Technology is very much to the fore

Touch screen ordering through the Musgrave’s Intermec system provides Centra Parnell Street with total control on sales, ordering and stock levels. The system drives the company’s central distribution system providing Parnell Street with six deliveries a week to enable the store to maximise efficiency of stock holding and availability.

Centra Parnell Street is embracing Blue Tooth technology too by advertising local store offers to mobile phones within a 50 yards radius of the store. Touch screen tills, meanwhile, feature integrated services for mobile phone top ups, bill payments and Lotto.

Range is key, however, and includes deli, food-to-go and hot food, sandwiches, a salad bar, pizza, in-store bakery, Wokery, smoothies and coffees.

This offer is supported by a strong range of impulse confectionery, soft drinks, juices, news and magazines plus a full off-licence range.

The store has hit the ground running in terms of its customer service initiatives too. It has instigated staff training in best practice customer service; launched loyalty cards for use on coffee, smoothies and meal bundles such as buy five and get the next one free; a text ordering machine, which enables customers to order by text to ensure their meals are ready when they arrive at the store; an outside dining area; internet access plus bill payment services.

“All of the above initiatives are ideal for today’s busy lifestyles,” says Musgrave.

The store’s CSR activity spans environment initiatives and community involvement.

Centra Parnell Street is a member of Repak Ireland and all of its packaging is recycled. It has switched to Airtricity, a greener electricity source, saving money and contributing to a significant reduction in CO2 emissions.

Sustainable development is a central strand, however.

“Our retail partners focus on real community needs because they know it’s also a key point of difference with their competitors – the multiples,” says Chris Martin, CEO, Musgrave Retail Partners Ireland.

“We’re obviously a leading player in the Irish economy. We support more than 3,200 stores across four territories owned by retailers who collectively employ 56,000 people and generated sales of €7.2bn in 2007. But it’s a success story founded on partnership and collaboration.

“Sustainability is part of our DNA. Without our commitment to sustainable communities, we simply wouldn’t have a business.” Local sourcing is also squarely on the radar with 80% of all delicatessen products such as bread, cakes, Granby meats and salads sourced locally.

At community level, Centra Parnell Street is a proud sponsor of Rotunda Hospital Golf Classic, which aids medical research in Europe’s busiest maternity hospital. Centra has also made a five-year commitment to a Childline call centre with the objective to have ‘every call answered’. It sponsors local schools’ soccer too.

Staff have been empowered with the launch of a project which encourages them to be involved in all aspects of managing the business.

The results?

In spite of the recession and with the current convenience market in Ireland down 13% on last year, Centra Parnell Street is recording year-to-date growth of +3.9% and footfall has increased from 11,200 per week on average in 2008 to 12,700 in 2009.

The store is one to watch. Going forward, it reports the layout will be fine tuned to develop and maximise sales in the coffee and in-store bakery sections and a new self service juice offering will be added.

Maintaining and then building on already high in-store standards will also be key.

Strong hot food, food-to-go and deli offer

Soft drinks, juices, news and magazines, impulse confectionery and off-licence are key categories