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Jilid 33 : Jun 2013 | RM12.80PP14167/05/2013(032485)

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RMM33 ENGLISH

We are halfway through 2013. Soon, the fasting month or Ramadhan will start, followed by Hari Raya Aidilfitri in August. This is the time for you to make final preparations to maximise your sales during this important period.

This issue, we discuss the changes that have taken place in traditional trade in order to keep up with consumers changing needs and demands. Read our Rencana Runcit to find out whether the changes have also happened in your business.

To help you prepare for Raya, we have a special Peruncit Praktikal article which will remind you on the basic areas that you need to plan for such as categories, sources and promotion. Also, find out how you can help shoppers save time. Have a pleasant read!

GEARING UP FOR THE FESTIVE SEASON

EDITORIAL TEAM

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STAYING RELEVANT TO SHOPPERSChanges to cater to their demands

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In the past, modern trade outlets such as hypermarkets and supermarkets are only available in major towns. Now, such outlets are aplenty. In addition, big players are expanding to small format stores to penetrate into small towns and new housing developments. This situation makes business more challenging for traditional retailers who are forced to compete with many other criteria such as price, variety and ambience. The good news is, traditional outlets remain as the most visited channel. However, many changes have taken place in order to maintain the relevance of this channel to consumers. In this article, we discuss the changes that may have already happened to your business.

1. Retail ProductsYour product offerings depend highly on your shoppers’ demands. However, the following are current trends in many traditional outlets.

• Premium brands – Products that are more expensive and have better functions can now be found in many traditional outlets. This applies to categories such as growing up formula, skincare, baby diapers and juices. Demands for such products mainly stem from increased brand loyalty and higher awareness on the functions. (Note: Read about Ng Choong Yeam Sdn Bhd in issue 28)

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2. Other OfferingsJust like how modern trade outlets offer other activities apart from shopping, traditional outlets also provide more products and services than they used to.

• Additional products – Most traditional outlets, especially those that are frequented by students and foreign workers, sell prepaid reloads. Some also sell fresh produce like that of a wet market and open early to make it more convenient for housewives who want to prepare food for their families. (Note: Read about LYC Plantation Sdn Bhd in issue 28)

• Other services – Some retailers offer remittance, a service that allows money to be sent to another country. Retailers are free to charge any fee amount and can even offer it for free to encourage loyalty. You can also apply to Pos Malaysia to open a mini post-office in your shop. Only basic services such as regular postal service, stamp purchase and bill payment can be offered in traditional outlets. (Note: Read about 1st Choice in issue 31)

• Smaller packs – More smaller Stock Keeping Units (SKUs) for both regular and premium products are now offered in traditional outlets. They serve several purposes such as top-up purchase (just enough before the next visit to hypermarkets), catering to lower income group (who can’t afford big packs), encourage trial consumption or upgrading (especially for premium products) and for convenience (ease of use and low usage frequency). (Note: Read about Pasar Mini Harvest Packaging in issue 28)

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3. Support from brand ownersTraditional trade is increasingly being recognised as an important channel to marketers and brand owners. As such, more support is provided to the channel now.

•Facilities – Some companies provide branded facilities such as freezers and chillers. This enables traditional retailers to sell products they did not sell previously like cultured milk, ice cream and juices.

•Display & merchandising – Retailers can now get merchandising assistance from brand owners to beautify their shops, which will indirectly increase their sales. This is usually supported by the provision of special displays.

• Media – Many brand owners now work with specialists like Runcit Media Sdn Bhd

4. Customer ServiceDue to their large number of staff and visitors, modern trade cannot guarantee exceptional customer service always. Therefore, some traditional outlets capitalise on the opportunity to provide better service.

• Personalised service – Some traditional outlets emphasize on excellent service culture. They make it a point for foreign staff to be fluent in local language and for staff to greet shoppers as they walk in and offer help immediately. (Note: Read about Pasar Mini Lubok Cina in issue 27)

• Delivery – With just a phone call, some retailers provide this service at a minimal fee, impose a minimum purchase amount or even for free. It is very useful if your shoppers are mostly housewives or are very busy. Some even deliver to restaurants and factories! (Note: Read about Pasaraya Thye in issue 32)

• Online presence – In order to stay on top of shoppers’ minds, some retailers have created Facebook pages and websites for their shops. They use the channels to provide information on their businesses, promotions and get shoppers’ feedback. (Note: Read about Pasar Raya Terus Maju in issue 30)

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RMM33 RENCANA RUNCIT

To Their DoorstepsDid you know that consumers can now buy groceries online? Such services are available at www.matruncit.my and www.redtick.com.my, to name a few. However, popularity of online shopping in Malaysia is currently confined to clothing with www.zalora.com.my being one of the most successful ones. In Korea, TESCO has embarked on a project

ConclusionRemember to prioritise basic criteria such as product range (in terms of size, variant and price point), customer service, display and merchandising, as well as appearance. Find one or a few niche services that are needed in your surrounding area and offer them. It is also imperative to maintain good relationship with your suppliers as they can actually provide a lot of help for your business. We hope the information we shared will help you make changes that will benefit your business!

GETTING FINANCIAL ASSISTANCETips on loan application

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Need money to buy stocks, improve your shop’s appearance or buy another shop lot? Don’t resort to loan sharks! In this article, we share with you some pointers regarding legitimate loans that are available for traditional retailers.

Be thoroughly preparedApplying for loans is really not that difficult. All you need is a bit of patience. Consider the following:

1. How much do you need?Many banks offer micro loans (which usually do not exceed RM50,000) to small and medium enterprises (SMEs) like yours. Before you apply for the highest amount, think about what you want to do with the money and whether you can afford the installment.

2. What are your options?It’s good to check with at least three banks before applying. Every bank has different terms especially on eligibility, repayment period, interest and service fee. There is no harm applying to several banks at once.

3. What documents do you need?Is your company a sole proprietorship, partnership, or a sendirian berhad? Depending on the type, you may be required to submit business registration form, latest 12 months bank’s statement, letter of offer or hire purchase for existing loans, as well as guarantor or collateral to support your application.

4. Who do you follow up with?When applying for loans with commercial banks, keep the contact details of the officer who you submitted your application to. It is best to follow up with that particular person for any concerns regarding your application.

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What are guarantor and collateral?You may have seen them as requirements in loan application. Following are their definitions:1. Guarantor - a person who agrees to be responsible for someone else’s debt if he/she fails to pay. Anyone can be your guarantor but because of the huge responsibility, it’s usually hard to convince someone to do it, even among your family members!2. Collateral - Assets such as your house, shop building or vehicles that you pledge against the loan value. If you fail to pay, the bank will claim the assets.

Government-funded assistanceDid you know that the government, through certain agencies and banks, provides financial assistance to SMEs? Following are two facilities you can apply:

1. Tabung Ekonomi Kumpulan Usaha Niaga (TEKUN) Nasional LoanAmount of loan is between RM500 – RM5,000 which has to be paid within the period of 1 month to 5 years. There is a 4% annual service fee and those who have existing loans of more than RM50,000 are not eligible for this. TEKUN loan is only open for Bumiputera but there is Skim Pembangunan Masyarakat India available exclusively for Malaysian Indians. Call 1 300 88 1277 to find out more.

2. Skim Pembiayaan Mikro Bank RakyatLoan amount is between RM1,000 to RM50,000. This loan is interest free, you only pay back the money you borrowed! The government channels fund under Unit Kerjasama Awam Swasta to absorb 2.5% annual service fee imposed by Bank Rakyat which usually has to be paid by the borrower. This scheme is open to all Malaysians aged 18 – 60 years old whose businesses are registered with SSM. For more information, call 1 300 88 12265.

ConclusionMany commercial banks provide loans for SMEs so do your research properly. Go for those that charge low interest and service fee, as well as those without the need of guarantor or collaterals.

Article in collaboration with

This year, Hari Raya will be celebrated on 8 August. Ramadhan, or the fasting month, will start a month before that, around 9 July. Therefore, it is time for us to give you some tips to drive your Raya sales.

Plan The BasicsThe following are five areas you need to look into:

1. Key Categories and Brands – Check your sales record and get recommendation from suppliers, shoppers and staff to determine the categories and brands to stock up on. This is also the right time to increase your display and merchandising standard as it will lead to better off take, create higher brand awareness, help shoppers identify or locate products more easily, generate impulse purchase, introduce new products more effectively and even be a crowd puller.

2. Source of Stocks – Check when you need to place order and the payment terms because they may differ from non-festive period. Suppliers will also not entertain any last-minute orders during this period. Be careful not to run out of stock as you will lose sales opportunity. However, do not overstock because you do not want to have your money stuck in unsold products. If you want to sell popular Raya or Ramadhan-related products such as dates, kuih raya, or hampers, now is the time to find out where to get them.

3. Shop Appearance – Cleanliness is important especially during busy period. You may also want to change your store layout to make way for special off-shelf display and point-of-sale materials. Make sure your festive decorations are always presentable.

4. Promotion – Find out if your suppliers are holding any Raya promotion. You can then choose ten to 20 items to be sold at special prices as your crowd puller. It is best to tell shoppers even before Ramadhan. Use posters or flyers to communicate, and be ready to answer questions or even take early orders!

HAVE A SUCCESSFUL RAYA SALE!Preparing for this important period

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RMM33 PERUNCIT PRAKTIKAL

5. Operating Hours – During Ramadhan, most Muslims wake up for sahur (early morning meal) and go for terawih (night prayer) so they may need to buy stuff later at night. Therefore, you may want to extend your operating hours to accommodate their needs. Also, be prepared for busy hours (between 3 – 6pm) for shoppers who want to prepare meals for break fast.

Help Shoppers Save TimeDid you know that during festive season, shoppers dislike going shopping because they have to wait in long queues? (Source: Paypal Skip The Queue Research, Oct - Nov 2012). Here are some suggestions your shoppers will appreciate:

1. Be Extra Helpful – Train your staff to greet shoppers as they come in, point them to the right locations and help get products from high shelves. Priority should be given to older people and children (who may come with a list given by their parents). Place more than one person at the cashier counter, especially during busy hours, or ask your staff to be on standby to help with packing so checkout will be much faster.

2. Offer Delivery Service – Consider the distance, type of transportation and delivery charge or minimum purchase amount (if you want to offer for free). Remember, delivery can also be done to offices and restaurants, not just homes. If you are only starting this service, inform shoppers at least two weeks ahead.

Prepare YourselvesPreparing your business for festive period can be really stressful so here are some tips to help you do it right:1. Avoid distractions – When making important decisions, you need to have a clear mind. Do it at home or in your office, not inside your shop.2. Delegate correctly – There are many areas to be taken care of so make sure you choose the right people to handle the right tasks. 3. Ask for help – Nobody knows everything so ask around to help you make decisions. For example, when deciding on new items to sell, you can ask your staff and shoppers for suggestions.

HORIZONTAL BANNERCreate maximum visibility with 3Cs

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One of the most sought after out of store media that Runcit Media Sdn Bhd (RMSB) offer is Horizontal Banner. Prominently displayed at the shop front, this medium helps you intercept consumers at the point of entry. Here are three reasons why you should utilise Horizontal Banner for an effective tactical campaign in the traditional trade:

Complement Your Brand CampaignHorizontal Banner is an excellent choice to help you get more mileage out of your current brand campaigns on TV, radio and outdoor media. Use it as an extension to your marketing efforts so you can chaperone consumers right to the point where they turn into shoppers. Horizontal Banner works effectively to remind and influence shoppers of your campaign objectives as they enter the shop.

One Contact Point The traditional trade is a highly fragmented channel. Therefore, creating presence for your brand here can be very challenging. This is why it is important to engage a party that can deliver excellence in execution, tracking and monitoring. When it comes to Horizontal Banner, RMSB is your one-stop centre as it takes care of all operational matters, from license application to installation, maintenance and even acquiring market insights. RMSB will also secure retailers’ commitments to keep the medium in place during the contract period.

A Conspicuous Medium With a well-executed creative and its prominent placement, this 18’ x 3’ structure works wonderfully to catch shoppers’ attention. Made of durable material and installed strictly under standard operating procedure, Horizontal Banner is a valuable investment for your tactical campaign. You also get to enjoy other value added services such as product check and pre-selling. This medium also allows RMSB to offer faster execution lead-time.

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A Simple Medium For Various Uses

MARIGOLD PEEL FRESH UNSPOKEN TRUTHEducate and provoke the public on the higher content of fruit juice in a fruit juice drink compared with a fruit drink. The campaign increased offtake and encouraged trial usage and brand

MOUNTAIN DEW NEW PRODUCT LAUNCHCreate ‘big bang’ awareness on the new product among consumers in the traditional trade. Through this campaign, sales and trial usage were generated.

ASTRO NJOIIntroduce new enjoyment package to target viewers (Malay, lower income group) in pre-identified areas. The campaign reached out to and acquired subscriptions from the target group.

MILO UHT DRINKConstantly encourage shoppers to consume MILO UHT by frequently changing the creatives to deliver various messages. The campaign helped to generate and maintain sales and promote on-premise consumption.

For more information, call us for a presentation!RUNCIT MEDIA SDN BHDTel: 03 7957 1718E-mail: info@runcit.com.my

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FUN FACTS ON POTATO CHIPSA Snack Consumers Can’t Get Enough Of

Potato chips is a product that is popular among both children and adults. There is no wonder that potato snacks segment enjoyed a total of 8% growth in Malaysia in 2012 against the same period in 2011. Here are other interesting things you may not know about potato chips.

Sliced or ShapedPotato chips can either be made from thin slices of potatoes or shaped from dough made of potato granules (made by cooking, mashing and dehydrating potatoes). The slicing results in irregular shaped chips that are packed in plastic bags. The shaping produces chips of same sizes and shapes that can be stacked in canisters. Generally, potato chips in canisters have higher perceived value and quality compared with those is plastic bags.

Deep-Fried or BakedMost manufacturers fry potato chips in vegetable oil while some use animal fat / lard. Some potato chips are also baked till crunchy.

Flavoured to PerfectionUntil the 1950s, potato chips were only seasoned with salt that were added manually during packaging. This changed when an Irish company invented a technology to add seasoning during manufacturing. Today, popular flavours in Malaysia include Sour Cream & Onion, BBQ, Tomato and Hot & Spicy. In some countries you can even find unique flavours such as Cheeseburger and Hot Dog!

Tips for RetailersThe appropriate size and price in traditional trade is in the range of 30g – 60g at RM1-RM2. Make use of point of sale materials (which you can acquire from certain brand owners) to better utilise existing space for higher sales return.

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Nitrogen and SilverPlastic packaging that is used for potato chips usually contains Nitrogen gas that helps to lengthen shelf life and protect the chips from crushing. The silver layer inside the plastic acts as a reflective layer to minimise exposure to sunlight that can make the chips taste sour.

So Many, So LittlePotatoes are actually 80% water. Because of this, many potatoes are needed to make a batch of potato chips. You will be surprised to know that almost 2kg of potatoes only make about 500g of potato chips!

FRESH LOCAL FRUITSTo maximise the usage of my shop front, I started selling local fruits such as bananas, watermelons and pineapples. I also sell cut fruits and banana fritters which my shoppers love. Also, many people have started supporting my shop after they found out that I am related to the late P. Ramlee.

Yondan JunedLuengbata EnterpriseKlang, SelangorPL: Peter Tan

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FERTILISED SOILI have been selling fertilised soil for the last 10 years. The soil is suitable for vegetable, flower or fruit plants. I sell one bag at RM2 and three bags at RM5. More than 150 bags are sold every week. Those who buy the soil also buy other products from my shop, so this has definitely helped my business.

Rahmat bin JantanKedai Runcit Rahmat bin JantanPontian, JohorPL: Sim Keng Lee

BLOCK & FLOOR DISPLAYThere are many block and floor displays in my shop from leading brands such as FRESH & WHITE, MAGGI, NESCAFE and SUNSILK. I welcome them because they make my shop look more organised and clean, help my shoppers locate the products and provide me additional income from space rental.

Ooi Yinn HorngEwe Chye Enterprise Sdn BhdKota Setar, KedahPL: Lucas Kum

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CARING TO SHOPPERSWe have been in business for 11 years now. Despite the competition from nearby hypermarkets, we have many loyal shoppers. We pride ourselves for being caring to shoppers. We offer affordable prices, give accurate advice on traditional medicine and sell all kinds of retail products that our shoppers requested for.

Loke Kin LoonPasaraya M’ Food Sdn BhdPetaling Jaya, SelangorPL: Ng Chin Chai

BILLS & POSTAL SERVICES I have a mini post-office in my shop that opens at 8.30am to 5.30pm from Monday to Friday and until 1pm on Saturday. Through this, I am able to offer bill payments for phone and mobile lines, water, electricity, as well as POS LAJU and POS EKSPRES services. POS LAJU provides van pick-ups at 4 pm every weekday.

Arshed bin Abu BakarBNS Mini MarketKuala Selangor, SelangorPL: David Teh

THREE PILLARS OF SUCCESS

A good location, affordable prices and wide product range proves rewarding for Lee Lee

Eco Mini Market

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RMM: Usually, retail shops are set up in townships or villages. Why an industrial area?I tapped into this area because I find many foreign factory workers are looking to buy provisions without travelling far. Plus, this place is only a few kilometres away from where I was previously located. Many of my regulars continue to shop with me.

RMM: What attracts them to this store?I make it a point to have a complete range of stocks for any walk-in shopper, be it foreign or local, who requests it. For instance, with the growing influx of foreigners, I import many products from their home country as well. I’m not afraid to stock a product even though it might not sell.

RMM: Is it not risky to do so?On the contrary, I believe that it is a risk worth taking. Say, if a shopper requests for a specific brand of olive oil, I will bring in three to six bottles. That shopper might let their friends and family know I stock that brand, thus adding to my sales. If another shopper is looking for that item, all the better!

Running her father’s business in 1985 not only gave Ms Ong Lee Lee the know-how to run her own store, it also grew into a genuine love for the retail industry. Today, she’s the proud owner of a large store along the main road of Jalan Besar, Sungai Bakap. We spoke to her to discover what makes Lee Lee Eco Mini Market flourish.

RMM: Your shop’s name is Lee Lee Eco Mini Market. What does the Eco stand for?The eco stands for economy. I’m proud to say I offer reasonable prices, and its reflected in the name of my store. Compared to other stores in the area, I keep my profit margins lower to provide my shoppers with the best value.

RMM: How does that differ from other retailers?Unlike most, I look at selling at volume. I set the prices of daily necessities lower. For products like diapers or shampoos however, I set a higher profit margin. Yet, this margin is lower than the norm. While other shops might set it at a 15% profit margin, I will set it at 10%. The more I sell, the more I will earn in the long run.

How do you manage to sell at such affordable and acceptable prices?I look at having between two to three suppliers for each product. This way, I can easily pick and choose, especially when prices go up. For quick turnover products, I usually buy in bulk, sometimes up to three months worth of stock. In the end, my shoppers will benefit, when other shops have increased their prices, mine remains lower longer.

RMM: What is your advice for other retailers wishing to emulate your success?Have a goal in life, and set smaller goals as a stepping-stone in building towards that ambition. In my case, I set 5-year plans to further improve my business. Presently, I wish to open another store, hopefully in another industrial area.

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Companies that work on building the trust of the staff will see greater commitment from them. However, you must be prepared to adopt and change where necessary. Maximising productivity and efficiency levels depend on your ability to nurture the staff into a positive team. Remember, in order to lead effectively, you need to convince your staff that you can be a good leader.

As a business owner, you must be very clear about your company’s objectives. Only then will you be able to motivate your staff to achieve the objectives collectively. These are our recommended ways to improve your business performance:

IMPROVE YOUR BUSINESS PERFORMANCE

Building trust to boost productivity and efficiency

HALAMAN PAK RUNCIT

• Set clear objectives and establish KPIs. Your staff must be very clear of the business priorities as opposed to their personal priorities so there will be no conflict.

• Share your business objectives and strategies. Keep your staff in the loop on the objectives and the reasons in developing the strategies at all times. If the company has a vision statement, remind the staff of it regularly.

• Emphasis on relationship building. Once you have built a strong team, you will be able to see a distinct difference in results. It will also encourage your staff to discuss their problems with you openly.

• Practise staff empowerment. The staff should be given the authority and empowerment to make decisions within their job scopes. This is to exploit on their creativity in solving problems, as opposed to leaving them unattended. Whatever decisions that are made will also encourage the staff to learn from their mistakes.

• Be an action-oriented leader. Leadership by example is highly recommended. Therefore, as the business owner, you must know your business through and through, especially when it comes to improving the performance of slow or non-performing staff.

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The quality and effectiveness of your communication is also very important. You must be open and straightforward when conveying any message to them. It is also important to create dialogue with your staff so they can come up with new ideas and suggestions. Always use the right words and terms at the right time.

To differentiate your business from your competitors, creating a culture of trust is very crucial as it contributes to the success of your plans. Once your staff have gained trust of your leadership, they will indirectly become more productive and efficient. You will also enjoy the following benefits:

• Minimise staff turnover and attract better talents• Raise standards of customer service• Foster greater creativity and innovation• Increase image and reputation of your business

Productivity and efficiency levels of the staff depend on the effectiveness of the leadership. As the head of the business, you must get things right from the start. If you play your part well, we are more than confident that all your staff will work together towards reaching the objectives you have set.

All the best.

Rats in Shop

Q2 - There are many rats in my shop. It’s hard to maintain proper display and merchandising. I have to keep everything when my shop closes and remerchandise when I open my shop.Kedai Runcit Wan Khairul AzharWakaf Baru, Kelantan

This is a common problem which can lead to heavy stock losses. Most suppliers do not exchange or replace stocks that are damaged by rats so you have to fully bear the cost. Besides being a nuisance, rats can also lead to outbreak of diseases, especially Leptospirosis. Also, due to the poor upkeep of your shop, you may also lose your shoppers. Before this happens, we advise you to take immediate corrective actions:

1. Ensure that stocks are arranged neatly and properly.2. Clear all rubbish on a daily basis.3. Ensure drains in front and at the back of the shop are not clogged up.4. Avoid exposing food items at night and make sure they are well covered.5. Set traps to get rid of rats.6. Patch up all holes immediately.7. Advise neighbouring shops to also keep clean.

If the above do not solve your problem, we suggest you hire the pest control to get rid of the rats once and for all.

Applying For A Loan

Q1 - I do not have enough money to buy stocks. This has led to a huge decrease in sales. Should I apply for a loan to buy more stocks and renovate my shop? Kedai Runcit Ilham AB EnterpriseMarang, Terengganu

When you do not have enough stocks, you will eventually lose out in sales. Your shoppers may also start to go to other stores and you may lose them for good. At this point, a loan can help you increase inventory and stock a wider range of products but not renovate the shop. That can come later, when you are in a better financial position.

Before applying for a loan, work out a plan on how you are going to make the repayments. If you are not confident of servicing your loan, we suggest you look at other alternatives such as asking suppliers for a longer credit terms (if buying on credit), avoid overstocking and order on a regular basis and clear out all slow moving items. We hope you will be able to find the most ideal way to increase your stock holding so that you do not lose out in your sales.

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Advantages Of P.O.S

Q3 - I am currently using old calculation system. What is the advantage of using P.O.S system? I think it only slows down the checkout process.Pasar Mini SindaBayan Lepas, Pulau Pinang One of the ways to survive in this challenging environment is to invest in new technologies. Your concern of P.O.S system slowing down your process at the checkout counter is unwarranted, as this can be overcome by properly training your staff. In fact, despite the huge crowd and a large number of products in shopping carts in hypermarkets, the queues tend to move quite smoothly.

Besides actually speeding up the payment process, other benefits of this system are as follows:

1. Record all transactions and quickly establish total business for the day.2. With a scanner, you can track your stocks and establish what are saleable and

what are not.3. Speed up annual stock check and allow more effective stock control.

Depending on the technology you put in place, we are sure it will not be a wasted investment.

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END