A leading third-generation convenience retailer in Aberdeen has joined KeyStore, moving his long-running family store under the symbol group after an exhaustive refit.
For third-generation independent retailer Scott Duncan in Bridge of Don, Aberdeen, the catalyst for change at his 600 sq ft store came after a visit last year to an award-winning KeyStore in nearby Cults where he chatted to owner Chris Cobb and left inspired.
“He’d had a refit and I was really impressed with the store – Chris spoke so highly of KeyStore and the team at JW Filshill,” says Scott. “I was on a trial with KeyStore at the time. I’d been thinking about changing things and investing in the store for a while but speaking to Chris made me to decide to go for it.”
Laurence Ward, Renfrewshire-based Filshill’s regional development manager for the east and north Scotland, along with business development manager Kieran Dhinsa, got the wheels in motion and the planning process got under way.
“They were super helpful and really supportive,” says Scott. “The last refit at the store was 20 years ago so having got to know them I was happy to put my trust in them.
“There were the usual planning delays but we were all ready to go in January which tends to be a quieter month for us, so the timing was ideal – we closed for three days for a full refit that has completely changed the store and created a fantastic, new shopping environment for customers and the local community.
“I couldn’t be happier and only wish I’d done this 10 years ago. The store was doing well before the refit and we’ve always had a good, loyal, local following and repeat customers here in Bridge of Don.”
Scott explains: “It was my mother’s side of the family that had the businesses. My grandfather started the businesses then my mother took over – my father was in the police. The family was well known in the area, and I became the third generation when I bought the shop from my mother.”
The response from customers to this new era of the family business has been amazing, says Scott.
“The comments I get from customers who are finding new products – Koka Noodles, for example, and our Jack’s Beans coffee station – and getting excited about them are great,” he says.
“We’ve also got a freezer now – we never had one before – so that immediately provides lots of new products that we couldn’t sell previously. And we’ve trebled alcohol after putting in a 2.5-metre chiller.
“Another big change is that the shop seems much bigger than it was previously – but it’s still the same size with the added benefit of a bigger range,” Scott continues. “Our range of products has more than quadrupled with the revised store layout maximising space and highlight the top-selling ranges. Customers are still getting everything they used to get and so much more.”
Previously a cash and carry customer, Scott can now compete with other retailers in the area when it comes to promotions and special deals.
“We just couldn’t compete before because of the format of the promotions we ran through the cash and carry but now we have promotions running all the time. Customers pick up leaflets and are actively looking for deals now. They’re flying off the shelves," he says.
Scott also points to the fact that all KeyStore category planograms are data‑led and bespoke based on EPOS insight – which equals improved availability, sales and margin.
“It’s obviously still quite early days for us but basket spend is well up. Planograms are working well although there’s still a bit of trial and error which you would expect.”
Asked to list other key advantages to his business following January’s refit, Scott highlights Keystore’s ReScan EPOS system – admitting that he used to dread spending hours updating prices on his old till system.
“It’s like night and day – it’s so efficient, so quick,” he points out. “We’ve also got Dojo card processing.
“The Filshill team have been there to support me – it really is a well-oiled machine – and when I have any problems or queries, I message the IT team in Slack, and someone gets back to me quickly.
“That’s another point that’s important to make about KeyStore – it’s not a case of them coming in, doing your refit and leaving you to get on with it. There’s always someone there to help you and Laurence, our BDM, is hands-on – and I think that’s important for independents, especially just now when a lot of retailers are struggling.
"There’s a real family feel – Filshill’s a family business and understands the challenges facing other family businesses.
“It’s a tough market just now with the ongoing cost-of-living issue. For example, we’re noticing that the school kids aren’t spending so much money just now – you see them coming into the shop with their packed lunches now because parents are trying to keep costs down.
"We have both a primary school and secondary school nearby and you can see the effects of people’s disposable incomes vanishing.
“You always get blips in retail – good and bad times – and we will get through this because independent retailers have always been resilient. In the north of Scotland, we’ve also had a lot of really bad weather this winter, but you just get on with it and do your best for your customers and community.”
Talking of challenging weather conditions, Scott can’t praise Filshill’s drivers enough.
“They’re absolutely fantastic – friendly, helpful, reliable and orders are taken into the store which saves my staff time. And obviously deliveries are free. I get two a week – Tuesday and Friday. As I said earlier, I wish I’d gone with KeyStore as my delivered wholesaler 10 years ago.”
Looking ahead, Scott plans to develop his food to go (FTG) offer and there are plans to add a digital menu for full visibility of what’s available. Again, RDM Laurence and BDM Kieran will be on hand to support Scott, who already serves hot pies and sausage rolls and is keen to exploit the FTG potential.
Scott will also be supporting his community via the KeyStore Community Fund this year and is looking forward to working with KeyStore to develop the store’s presence across social media.
Filshill’s chief sales and marketing officer Craig Brown adds: “We’re delighted that making the switch from cash and carry to delivered wholesaler has been such a good experience for Scott. As he says himself, ‘I wish I’d done it 10 years ago’.
“Scott is discovering that KeyStore supports retailers to make more margin, stock the right core range, and make their promotional plan work for their stores.
"Using technology to simplify day-to-day operations, deliver promotional plans – backed by data-led merchandising to drive sales – is one of our strengths and allows retailers to focus on what differentiates independent convenience stores.
“As an independent retailer already respected and well-known in the Bridge of Don community, Scott’s ability to offer exceptional personal service to his customers will only become stronger, and supporting local groups, organisations and good causes through the KeyStore Community Fund will further cement his position in his local neighbourhood.
“Our relationship with our suppliers, built on trust, transparency and sharing information, allows us to push our ‘big brands/low prices’ message. We know the Scottish convenience market inside out, understand the challenges family businesses face and understand that retailers must run their businesses the way they want – so what we do is give you the tools to help you be more successful.
“Scott also took inspiration from one of our longtime KeyStore customers and made the decision to approach us based on Chris Cobb’s positive experiences – we find that many of our new KeyStore customers have done the same and wish they’d made the switch sooner.”