BK Enterprises is a local convenience store that provides phone and Oyster top ups as well as Newspapers, snacks and food and drink. The shop is owned and has been run by a lovely dude called Kenny for 20 years. He also sells Jamaican patties (which in his opinion are the best you can buy), has recently set up an internet area in the back and is in the process of obtaining an alcoholic beverages licence. Over the last few years he has found his store footfall dwindling due to the appearance of a Tesco, Lidl and Costcutter nearby as well as other newsagents opening up over the road.
Our challenge was to get more customers through the door.
We suggested a number of things.
The first thing we noticed was that Kenny was a lovely guy with a deep knowledge of the local area and that actually he is a really strong selling point. So why not look at changing the name to reflect that. Nobody says ‘I’m nipping down to B K Enterprises for some milk’. They would however say that they’re ‘popping over to Kenny’s’.
One of the things we pointed out was that when people move into an area the first shop they go to tends to become their local. So we suggested going to the local lettings agents and giving them a welcome pack with local information and a welcome voucher for new tenants to the area. This would be redeemable in the shop for something like bread, milk and tea, or a free paper etc.
We also told them to put an A-board outside the shop to advertise the patties as no-one know about them until they are already inside the shop.
We suggested that for the internet users he offers a cup of tea or coffee.
They sell stationary and used to get customers coming in from the post office over the road. We discovered that his traffic had begun to decrease when it closed down. We thought that he could apply for a Post Office franchise as there are none in the local vicinity and there is already a post box outside the shop. And because Kenny was one of the people who campaigned to keep the original one open, this could make a great local news story and get his shop in the local press for some free publicity.
Post by Jamie Romain, Art Director, Ogilvy One