Exclusive: For the local, by the local 

Convenience stores, with their flexibility and adaptability, enjoy a unique edge in carving out a distinct identity. Some local stores, by sourcing from nearby suppliers, not only offer high-quality, fresh, and unique items but also bolster the local economy- all this while distinguishing themselves from the impersonal larger chains.

One such store lies in the heart of Peterborough, standing as a beacon of local pride and modern spirit. Originally established in 1970, this independent convenience store (now under a new-age retailer) has evolved massively, adapting to changing needs and times. No wonder the store is as relevant, or rather much more, than it was about half a century ago.

Now run by retailer Neil Godhania, Neil’s Premier in Tyesdale in Peterborough is known for its perfect blend of product offerings and extremely warm customer service. The store is heavily involved with the local community and is an avid supporter of local sports.

Speaking with Asian Trader, Godhania delved into the store’s history and how it has been evolving while staying closely knit with the community.

Godhania said, “The store was originally established in 1970 and was operated by a local couple until 2002, when my parents acquired it.

“Initially, it was a Spar franchise, but my parents transitioned to Premier as they preferred the flexibility of selecting products, sourcing directly from wholesalers and managing margins. In 2020, I took over the business, and the experience has been extremely positive since then.”

Godhania takes immense pride in the store’s product line and customer service, which he pointed out as his store’s “strength and unique selling point”.

He said, “We source products from local suppliers, offering a wide range of high-quality items, including fresh food, snacks, drinks, household essentials, and specialty items that meet local customer preferences. As a result, our store, apart from usual product line, also has unique or exclusive products which are not easily found in other stores in this area.

“Stocking locally made items from local businesses is a great way of supporting local produce and attracting customers interested in unique products. Apart from local products, we always look out for new trends and regularly introduce new launches and on-trend items.”

Another pillar of strength at Neil’s Premier is its staff. The store’s staff is friendly, helpful, and knowledgeable—perfectly skilled and experienced in providing excellent customer service. They focus on creating a welcoming atmosphere with efficient and speedy service, which significantly enhances the overall experience, said the retailer.

Neil’s Premier is strategically located next to a school, community center, and retirement home, something which makes it a vital part of daily life for residents of all ages. Ample parking and proximity to public transport further make it a go-to spot for everyone.

“Additionally, we offer personalized in house deals, discounts, and regular promotions,” he added. “We also ensure that the store layout and design have aesthetic appeal with attractive displays, good lighting, and organised shelving to create an inviting atmosphere.”

Innovation also is at the heart of Neil’s Premier. The store offers mobile payment options, online ordering with in-store pickup, and delivery services, ensuring it remains relevant in a fast-evolving retail landscape.

The store features a slew of interactive elements, such as POS, signage, and brand sample sessions, that engage customers, allowing them to experience products firsthand and giving staff the opportunity to “story tell and create an emotional connection with the products.”

The recent Euro-themed in-store experience, complete with vibrant displays and a mini goalpost, is a testament to the retailer’s knack for creating buzz and driving footfall. The drive turned out to be a huge success as sales got a good boost.

Godhania told Asian Trader, “These efforts created a festive in-store experience that helped to attract more customers, drive footfall and boost sales. We used the event to our advantage by enhancing our customer engagement through our in-house promotions.”

Neil’s Premier also has a strong relationship with the local community. It is a part of community events, supports local causes, and sponsors local sports teams.

Last Christmas, the store prepared and distributed 100 “Healthy Christmas Hampers” to a local evening sports camp. Most recently, it sponsored Youth Dreams Project All Stars Championship winning T-shirts for players and staff.

Godhania said, “As the central hub of our community, we take pride in our active involvement and support for local initiatives. We sponsor local football and cricket teams, provide refreshments, and sponsor various events in the area.

“Our contributions extend to donations to charities and organising as well as participating in charity drives and fundraisers, including those for local schools and non profits. To further engage with our community, we have created a community board in our store where local events, job postings, and community news can be shared, keeping residents informed.”

The retailer also actively seeks feedback from its customers through suggestion boxes and social media engagement.

Looking ahead, Neil’s Premier is set on growth and innovation, with plans in place to expand the hot food-to-go area, signaling an exciting new chapter for the store.

Godhania said, “We have designated a specific area in the store for a hot food-to-go area. We recognize this as a key area for growth and the store's development. We will be further exploring our opportunities to provide this service soon.”

“By focusing on these strengths and unique selling techniques, we aim to differentiate ourselves from competitors and build a growing base of loyal customers,” he said.