Pangsapuri Aman

Pasaraya Sentosa

传统零售商杂

志

!"#$%&'()('(*(+(

,-()('(*!.-$-

"#%-(/#0(-!,1$2-%

Kedai Anda

Jilid 32 : March 2013 | RM12.80PP14167/05/2013(032485)

!"#$%&'()*)+,%) 1

Ramuan Penting Dalam Masakan

!"#$%!"#"$%&'()%*%'&'()'*$

RMM32 ENGLISH

Welcome to the first issue of 2013! You must have enjoyed brisk business during Chinese New Year. You need to build on this momentum and maintain this good performance for the rest of the year.

Our cover story unravels the fast paced development of the Malaysian retail industry. All the major players are rapidly growing, so it is important for you to change, to keep up with the competition. For instance, you should be more receptive to campaigns from your suppliers, brand owners and even RMSB, because these help drive your sales.

We hope Runcit Malaysia continues to be an invaluable companion for the growth of your business. Happy reading!

BRAVING CHANGES

EDITORIAL TEAM

RMM32 TINJAUAN RUNCIT

FACING A DYNAMIC MARKETKnow what your competitors are up to and do something about it

•  •  •

RMM32 RENCANA RUNCIT

4. Mydin operates more than 100 outlets in Malaysia, with plans to open a further eight hypermarkets by 2013 and another six by 2014.

5. Econsave has established 55 outlets in eight states, with plans to set up supermarkets and hypermarkets in new property development areas already in place.

6. 99 Speedmart has more than 300 outlets in the Klang Valley. In the next several years, they will solidify their foundations by opening another 100-200 outlets across the country.

7. With 95 outlets in the Klang Valley, KK Mart plans to open 500 more outlets nationwide by end 2015.

The retail industry is becoming more competitive, with local and foreign players bringing lower product costs, improved quality, wider selections, and new retailing technology and skills. As a major contributor to the country’s gross national income, the government has designated the wholesale and retail sector as one of the 12 National Key Economic Areas, drivers that contribute to Malaysia’s economic growth. With the Government committed to push this sector, large and small format stores are rapidly growing.

Here is a quick view of the major players in the Malaysian retail landscape:

1. Carrefour has been acquired by the Aeon Group (Jusco) and renamed as Aeon Big. This will bring the total number of Aeon stores in the country to 51. The group plans to open 100 more stores by 2020.

2. Giant, owned by Dairy Farm International Holdings, is the market leader, with more than 71 outlets in Malaysia. The hypermarket opened seven stores in 2011, with another six more sites secured in 2012.

3. Tesco, a joint venture between Sime Darby Berhad and Tesco UK, operates 40 hypermarkets nationwide. Tesco could leverage on Sime Darby’s property sector to establish new outlets in new townships.

Sources:1. http://www.mmail.com.my/story/ carrefour-becomes-aeon-big-359992. Hypermarket Battle Brewing (12 Nov 2012), The Edge3. http://www.simedarby.com/ Other_Businesses.aspx4. http://www.mydin.com.my/mydin/ about-mydin

5. http://www.theborneopost. com/2012/11/04/econsave-to-be- come-anchor-tenant-for-myy-mall/

6. http://www.themalaysianinsider.com/ business/article/99-speedmart-aiming- for-270-outlets-in-klang-valley , http:// www.99speedmart.com.my/ourhistory.htm

7. http://www.mmail.com.my/story/ kk-mart-going-nepal-next

RMM32 RENCANA RUNCIT

Keep Up With The Competition

With such strong development across the board, it is imperative for you to act now before you lag behind. Look at this situation as a wake up call to grow your business. Here are some suggestions:

Be who you are. Just because a business strategy works for a hypermarket, does not mean it will work for you. Focus on giving your shoppers what they want as opposed to what you think they need. For instance, identify what products your shoppers purchase and stock accordingly.

Keep up with the times. Shoppers are attracted to a clean, well-lit, comfortable and organised shop. You can also invest in barcodes and scanners to improve inventory and pricing accuracy. Additionally, keep customers returning by improving your customer service.

Stay ahead. Look out for new business ideas that supplement your shop’s income. You can sell packed food for breakfast, or mobile prepaid top-ups. If you are located in an expatriate area, you can stock imported goods and provide remittance services to cater to your foreign clientele.

Be unique. Find out what you can offer to your shoppers that is different from your competitors. You could start a delivery service, offer products that others don’t sell, or hold a one-day sales event to get people to notice your store.

Seek help. These days, there are many financial avenues for retail owners, such as Tabung Ekonomi Kumpulan Usaha Niaga (TEKUN), a programme that provides financial assistance for small Bumiputera entrepreneurs, and Transformasi Kedai Runcit (TUKAR), a programme to modernise the traditional trade. In addition, Runcit Media Sdn Bhd offers additional income from media, as well as advice on proper display and merchandising.

Delivery Services A Boon For New Retailer

Hariza Trading12 Jalan 3/109CTaman Abadi IndahTaman Desa58100 Kuala Lumpur

When he first opened his store, Majhar Musthafa faced stiff competition from another retailer who has been in the same area for 15 years. To stand out, he started a delivery service that caters to three surrounding apartments in the area. It proved a hit among shoppers, as the service is free and has no minimum or maximum purchase commitments. Moreover, many of his regular shoppers need only to give him a call to have their purchases delivered to their doorstep. To further differ from his competitor, he added prepaid reloads, remittance and Bank Simpanan Nasional branchless banking services.

RMM32 RENCANA RUNCIT

Government Loan Fuels Big Dreams

Pasar Mini Baharin1-3 Jalan Kesumbasari 3,Bandar Sungai Buaya,48010 Rawang, Selangor

Over a year ago, Ku Baharin bin Ku Abdul Manaf outlined a business plan to modernise his store, which he has run for 12 years. He successfully applied for a TEKUN loan, following strict conditions as well as a shop inspection by ministry officials. Today, he has expanded his store to three shoplots, and it is now brighter, cleaner and well organised. Additionally, by maintaining a good relationship with his suppliers, he is able to hold regular promotions each month to attract shoppers. He also distributes pamphlets around his neighbourhood to advertise said promotions.

Before

COMMUNITY SOURCINGTap into your neighbourhood to find additional sources of income

•  •  •

RMM32 PEMASARAN RUNCIT

An indoor wet market in a clean environment. Rows and rows of fresh vegetables, fruits and seafood. Shoppers haggling over the price of produce on sale. This is a typical scene in Segi Fresh, a chain of minimarkets that operate on a market-based business model. The chain sources their products fresh from farms and ports. What makes them unique however, is that 30% of its products are outsourced from local entrepreneurs wishing to grow their businesses in this chain.

Taking a cue from Segi Fresh, how about engaging the talents and expertise of your local community in your store? This profit-sharing venture will not only stand out among the competition, but also attract more shoppers, helping you earn extra income. Here are some ideas:

1. Fresh ProduceIf your shop is located close to local chicken, freshwater fish, fruits or vegetable farms, you can source these fresh produce to sell. Get smaller, more frequent produce deliveries to ensure that your food items are the freshest possible. Keep your produce display and its surrounding area completely clean. Furthermore, for seasonal fruits such as durian, you can set up fruit stalls at the entrance of your shop.

2. Cooked FoodTry selling delicious home-cooked food to sell in your shop? You can offer packed food such as nasi lemak and mee goreng to cater to the breakfast and lunch crowd in your vicinity. You can also sell homemade snacks such as kerepek pisang or freshly baked bread as daily specials. Grab the attention of passersby by selling them at the entrance of your shop.

3. Local SouvenirsIf your store is located near a prominent tourist attraction, you can acquire the services of talented local craftsmen to display and promote souvenirs, art and other decorative items. These include key chains, mugs, fridge magnets and paintings. These items must remain presentable and kept in a proper display area free from dust.

4. Other Necessary ServicesEstablish your shop as a central hub for your community. You can place a notice board for traders to advertise their services and set-up your shop as a collection point for other entrepreneurs in your area. For instance, you can have the local tailor leave his tailor-made clothes for collection in your shop.

Look outside the box to grow your business together with your community. This is not only cost-effective, but also builds a good image of yourself in your neighbourhood.

SOY SAUCE: THE FLAVOUR ENHANCERIntroducing one of the oldest condiments in the world

•  •  •

RMM32 KATEGORI RUNCIT

Soy sauce first originated in China some 2,500 years ago as a way to stretch the use of salt, an expensive commodity at the time. It soon spread across the continent, and today, many Asian countries boast their own varieties of soy sauce. In Malaysia, soy sauce is used in all forms of cuisine. We use soy sauce for cooking, marinating, and even as a dipping sauce.

How Is Soy Sauce Made?Traditionally, soy sauce making involves a two-step process involving soy beans, water, wheat and salt. A mixture of these ingredients is left to mature for a few days, and it is then fermented in brine for anywhere between three to six months.

Today however, many manufacturers use a process known as hydrolysis, which speeds up the fermentation process to only a couple of days, compared to several months. In addition, some manufacturers may elect to use a semi-brewed method, in that the hydrolysed soy is partially fermented with a wheat mixture. This method is said to produce higher quality sauces.

Types Of Soy SauceSoy sauces come in several varieties across Asia, from the Japanese shoyu to toyo in the Phillipines, each with their own distinctive taste. Some variants of soy sauce that Malaysians love include:

• Sweet Soy Sauce (Kicap Manis)This is a thick sauce with a syrupy consistency. A generous addition of palm sugar or gula Melaka gives the sauce a noticeably sweet flavour. Some variants include fresh chillies to give it a spicier taste. However, most sweet soy sauces in Malaysia contains white cane sugar instead of gula Melaka.

• Salty Soy Sauce (Kicap Masin)This sauce has a relatively mild flavour. It tastes similar to Chinese light soy sauce, but is a little bit thicker in comparison.

• Chinese Light Soy SauceMeant to enhance the flavours of a dish when cooking, it is the most commonly used condiment in Chinese cuisine.

• Chinese Dark Soy SauceIt is a darker and thicker soy sauce, with added caramel and molasses that give it its appearance. It is usually used to add colour and flavour to a dish.

Sources:http://www.seriouseats.com/2011/03/do-you-know-your-soy-sauces-japanese-chinese-indonesian-differences.html http://www.wisegeek.com/what-is-kecap.htm http://www.waiyeehong.com/in-the-kitchen/119-featured-article/160-soy-sauc

Article in collaboration with

DID YOU KNOW?According to research by the National University of Singapore, soy sauce is rich in antioxidants, containing 10 times the amount compared to red wine. Antioxidants can decrease the risk of cardiovascular diseases. Source: Biochemical and Biophysical Research Communications (Vol. 344, pp. 906-911)

SHOWCASE YOUR PRODUCTS

At the point of entry•  •  •

RMM32 MEDIA RUNCIT

Reminding consumers of your products at the store is just as important as above the line advertising. Our Retail Advertising Panel (RAP) is the perfect choice to help you do this. Placed at the entrance of the store, RAP helps you connect with consumers before they even walk inside!

1. What is RAP?An advertising panel that displays the shop name at the top portion and your product’s creative at the bottom

2. How does RAP help to drive sales of my products?• Intercept consumers at the point of entry• Connect with them through thematic &

tactical messages • Create excellent brand presence &

awareness

3. Where can RAP be placed?• RAP is available at outlets in urban, sub-

urban and rural areas

4. What other services will I get by using RAP?• Over the counter check• Retailer feedback• Pro-forma selling (to assist in penetration)

PROVEN EFFECTIVE!An independent research conducted on the effectiveness of RAP found that• 74% are aware of RAP• 91% are reminded to buy the

advertised product • 65% bought the advertised productSource: Evaluation on the Effectiveness of RAP by Dynamic Search Sdn Bhd for Runcit Media Sdn Bhd, January 2009

Call Us For A Presentation!Runcit Media Sdn Bhd

Tel : 03 7957 1718 E-mail: info@runcit.com.my

Exceptional customer service equals repeat business, improved shopper loyalty and increased sales for your store. Here are some ideas to brush up on your customer service:

1. Create a service culture. A service culture means customer satisfaction is top priority. This includes setting a set of service standards for your business, so shoppers get the same high level of service when they are dealing with a trainee or a full-time employee.

2. Define specific values. Identify and brainstorm with your staff the desired service values of your business. These values include greeting your shoppers, responding to a shopper in need, or inquiring if a shopper needs assistance.

3. Communicate those values. Once these service values have been decided, both you and your staff must actively practise them. Be a service hero: One who demonstrates the service culture and its values, a role model to the rest of the staff.

4. Inform your shoppers. Let your shoppers know you have made service culture a priority. Use simple symbols, such as posters and badges printed with the words, “The customer is always right” or “Let us know how we can help you” to effectively reinforce these values.

5. Evaluate the changes. Once the changes have finally been implemented, review the service performance of your business. Ask your customers how they rate the change and how you can improve it further.

IMPROVING YOUR CUSTOMER SERVICE

RMM32 PERUNCIT PRAKTIKAL - KEDAI

TIPA service culture also results in engaged employees who have a strong desire to work, respect their colleagues and are willing to go the extra mile in their job.

Great employees are the backbone of any successful business. However, you may encounter some that come to work late, ignore a shopper in need, or just lazy. If you don’t address the issue immediately, it will be harder to stop it in future. Here is what you should do:

1. Understand the problem. Assess the situation before taking appropriate action. Act only on the facts, not on gossip or rumours. Gather information to discern the extent of the problem and personally observe the employee at work.

2. Address it head-on. Choose a private, quiet place when you confront the employee. Focus on the inappropriate behaviour. Instead of using statements like “You are always late”, say “I need everybody on time to prepare the store.

3. Listen to your employee. Listen to what your employee has to say so you can discover the source of the inappropriate behaviour, such as stress or personal issues. That way, you will have a better chance of finding the solution to the problem.

4. Repeat if needed. You may need to confront your employee more than once to resolve the problem. Be patient and don’t expect an instantaneous change. Ongoing communication is the key to dealing with a difficult employee.

MANAGING DIFFICULT EMPLOYEES

RMM32 PERUNCIT PRAKTIKAL - OPERASI

TIPYou should remind your employees that they may be sacked if they refuse to change.

Everyone has something they want to accomplish in life. Maybe it is becoming the most successful retail entrepreneur, or owning a successful chain of retail stores. In spite of this, many people fall short because they fail to come up with strategies and steps to help reach those goals. If you are serious about making your goals a reality, here are some simple steps you can follow:

1. Develop an action plan. While goals are important, it is the strategies you undertake that will help make those goals a reality. Start by formulating a series of simple and specific steps to create the path to your goal.

2. Set smaller goals. Take baby steps towards reaching your main objective. Be happy whenever you managed to go one step ahead, as these indicate you are one step closer in achieving the bigger goal.

3. Visualise the outcome. Keep the dream alive in your mind. Simply envisioning your goal before you sleep every night is the perfect motivation to keep you going.

4. Take three action steps everyday. No action means your goals remain a pipe dream. Commit to taking at least three action steps each day towards achieving your goals.

5. Tell the world. Let your friends, family and colleagues know about your goal. You might be more likely to follow through if you don’t want to look like a failure to others. If they give their full support, all the better!

ACHIEVING YOUR GOALS

RMM32 PERUNCIT PRAKTIKAL - MOTIVASI

TIPSet high goals but take one step at a a time. You won’t think you’re progressing until you see how far you’ve come.

Rarely has a single principle become the driving force behind a successful business. For Pasaraya Thye however, acting on a shoppers’ request is merely second nature, so much so that they have built close ties to their surrounding community of Kampung Pasir Putih, Pasir Gudang. We spoke to its owner, Mr Thye Jan Siong, to tell us more.

RMM: Why has catering to shopper’s needs become so important to your business?We do this to keep the shopper in our good books. So, if they want to purchase anything in the future, hopefully Pasaraya Thye will be the first to cross their minds. We cater mainly to Malay shoppers and to factories, so we stock accordingly to their needs.

RMM: Could you give us a few examples of this philosophy in action?Our shoppers asked us to sell prepaid reloads even though there are mobile phone shops in the vicinity. In addition, we applied for the Bank Simpanan Nasional branchless banking program for our shoppers to pay their bills here. We also provide delivery services for the surrounding community and to a number of factory canteens in Pasir Gudang.

RMM: Providing delivery services is a good idea. Why did you start doing so? When we opened this store, we needed to differentiate ourselves from our competition. We noticed many people don’t own cars in this area, so it is a problem for many of our shoppers to carry heavy goods such as rice and gas home. Therefore, we started a delivery service.

Now, many of our shoppers have become regulars. They pay for their purchases in-store, and we deliver those goods to their door. Depending on the size of the delivery, we use a motorcycle, a van or a lorry. It eats a little into my profits, but in turn, I gain more business in the long run.

RMM: You also deliver to factory canteens. How do you sustain this additional service yet still profit?If we can make several large deliveries each day, the reduced profits become negligible. If we deliver 500 bottles of mineral water each day, in one month we would have delivered 15,000 bottles. We also regularly deliver provisions for these canteens. Again, this is to build rapport with our clientele.

RMM: Do you have any advice for other retailers?Focus on your surrounding area and provide for the needs of your neighbourhood. Think of each shopper as a future business opportunity. When a shopper comes in with a request, look at every possible avenue to fulfil it.

RMM32 WIRA RUNCIT

PUTTING SHOPPERS

FIRSTFulfilling their shopper’s

needs has become the basis of Pasaraya Thye’s success

•  •  •

RMM32 PILIHAN PERUNCIT

THE BEST BRANDS AS CHOSEN BY YOU

In our last issue, we asked you to rate the best brands of 2012 across several product categories that are sold in the traditional trade. Data was collected among more than 600 retailers across Peninsular Malaysia, from December 2012 to January 2013. The results have been tabulated, and here are the winners of Pilihan Peruncit 2012! See if others share the same view as you do! Brands marked * have won the same category last year.

*= Winners of the same categories in 2011

**= In alphabetical order

Food

Category Most Voted Other Brands Voted **

Biscuit

Chocolate

Soy Sauce

Snacks

Cooking Oil

Instant Noodles (Fried)

Instant Noodles (Soup)

Chilli/Tomato Sauce

Drinks

Coffee Mix (3 in 1)

Coffee (Ready to Drink/Can)

Coffee (Instant)

Fruit Drink

Isotonic Drink

Category Most Voted Other Brands Voted **

RMM32 PILIHAN PERUNCIT

Disclaimer:

Results are based on top-of-mind recall by retailers. Results do not represent actual sales performance.

All logos featured were gathered from secondary sources.

Drinks

Non-Food

Category Most Voted Other Brands Voted **

Category Most Voted Other Brands Voted **

Soy Drink

Asian Drink

Carbonated Soft Drink

Cultured Milk

Canned Milk (Creamer/

Evaporated Milk)

Milk (UHT for Kids and

Adults)

Growing Up Milk

Tea (Ready to Drink/Can/

Bottle)

Tea (Tea Bag/ Teapot Bag)

Laundry Detergent

Baby Diaper

Bleach

Dishwashing Liquid

Dishwashing Paste

Insecticide

Soap

Shampoo

Sanitary Pad

Toothpaste

Retailers preferred companies (in alphabetical order)

1. Most succesful contest

2. Most Effective Promotion

3. Most Effective POSM

4. The Best Service

ADOPTING THE RIGHT ATTITUDEFoster productivity by instilling a positive mindset among your staff

•  •  •

Attitude is the way you think, which significantly influences your behaviour. A great attitude contributes positively to the growth of your business. In the retail industry, it is important that your staff have the right attitude, and respond positively to your shoppers in any situation. When your staff adopt a positive attitude, it will:

• Create a good working environment.• Generate positive, creative and constructive

thinking.• Motivate and build confidence.• Inspire new ideas and opportunities to

improve the business.

However, if your staff are unwell, overworked, or is paid unfairly, it will have an adverse effect on their output. Staff with negative attitudes will inadvertently affect your business, resulting in shoppers shying away from your shop. Here are some examples and what you can do to turn them around:

1. Spreading rumours and gossip about work. Start a zero-tolerance policy towards work gossip. If needed, explain to your staff the business decisions you have made to prevent further hearsay.

2. Following a bad example. Leadership makes a business grow. The leader plays a very important role in discharging his/her duties and responsibilities. Lead by example as your personal attitudes and actions influence those around you.

3. No effort to help shoppers in need and refusing to acknowledge the customer’s opinion. Your staff should be more mindful to your shoppers needs. Otherwise, they will shop with your competitors instead.

4. Over-promising and under-delivering. If taken seriously, your shoppers leave happy. But, your staff should give honest, realistic expectations to your shoppers. Better to provide a slower service than to promise the world.

5. Isn’t fully committed to their job. You need to allow your employees to develop a strong sense of ownership to their work. Recognise their achievements, and avoid making them feel demeaned and demoralized.

If you want to move forward, it is imperative that you change the attitude of your staff so that they conform with your own requirements and expectations. Remember, a negative attitude can be made positive through constant persuasion and training.

Once your staff adopt the right attitude, it will leave a positive impact on the productivity and efficiency of your business. As the saying goes, ‘The only disability in life is a bad attitude’.

All the best and have a great start for 2013.

RMM32 HALAMAN PAK RUNCIT

FOREIGN COMPETITION

Q1 - Why are many foreign immigrants able to open their own businesses, such as retail stores and restaurants? Pasar Segar MubarakSeri Kembangan, Selangor

In any business, you need to apply for a licence to operate. We believe these foreigners would have gone through the same process. Assuming they operate illegally, the law will soon catch up with them. The local enforcement unit is always on the lookout to safeguard and protect the interest of local operators.

Our advice to you is to treat these foreign operators just like any other competitor. We hope your business is not adversely affected.

CREATING LOYAL SHOPPERS

Q2 - Are advertisements, banners, and promotional materials adequate for me to attract shoppers?S Parimala a/p SongaramTeluk Intan, Perak

Effective advertising and promotional materials will certainly help. Whether shoppers return however, depends on a host of things, such as the location of your shop, the availability and range of products your carry, a fair pricing policy comparable to your neighbourhood stores, your level of customer service, and the layout of your store so your shoppers can shop comfortably.

We hope that you will attract more shoppers and in turn, grow your business further.

PROPER STOCK MANAGEMENT

Q3 - The local authorities recently inspected the cleanliness of my shop, confiscating several expired goods as evidence. How do I prepare for another round of inspection if they return?Lee Kwong ThiamHutan Melintang, Perak

Prevention is key. It is important you avoid a recurrence, which can be costly if the local authorities impose a hefty fine. Take immediate action as your shop is now under their inspection list.

Any near expiry or expired stocks must be withdrawn from display, and your staff must immediately handle this situation. They should practise the FIFO system (first in, first out).

When you place orders with suppliers, make sure that you check the expiry dates thoroughly and carefully. Anything shorter than three months should be rejected. You must also be very knowledgeable of their trade returns policy. As a rule of thumb, any unsold stocks or those near expiry or expired, should be returnable to suppliers. You should also deal directly with proper brand owners or distributors.

We hope you are now in a much better position to effectively control your stocks from expiry and that you will be able to handle the authorities when they next call on you.

RMM32 TANYA PAK RUNCIT

FRESHEST COFFEE AVAILABLE

Many of my shoppers love coffee, so I began to offer coffee beans in my store. I sell two varieties, White Coffee and Kampung Coffee. Additionally, I have a coffee grinder so I can grind my shopper’s purchased coffee beans on the spot.

Fam Soon ChongChop See HengParit Sulong, JohorFS: Sam Lee

RMM32 CAKAP-CAKAP RUNCIT

IN-STORE CHINESE MEDICINE SPECIALIST

My store specialises in traditional Chinese medication. I made an arrangement with a Chinese medicine specialist to treat patients in my store. Once they have been diagnosed, they can obtain their prescribed medicine from me.

Kok Choon KeatMCM Mart Sdn BhdShah Alam, SelangorFS: David Teh

THE SWEET CENTERPIECE

Ever since I opened my store 7 years ago, I created this unique sweets display so as to not waste valuable retail space. The display holds a wide variety of candy that not only appeals to children, but to adults as well!

Muhammad NurPasar Mini Cahaya MurniBanting, SelangorFS: Lucas Kum

RMM32 CAKAP-CAKAP RUNCIT

THE ONLY ONE OF ITS KIND

To stand out amongst the stiff competition I face, I chose to offer distinctive services for my customers. I now sell computer accessories, handphones and Air Asia tickets, as well as provide locksmith money transfer and real estate services in my store.

Ong Chin ManBS Warisan Sdn BhdSeri Kembangan, SelangorFS: Peter Tan

CATERING TO FOREIGNERS

I noticed all my competitors were selling the same products. 3 years ago, I broke out of the pack by selling Bangladeshi goods such as semai and misti (desserts), chanachur (a snack) and many others. Business has since been great.

YusofAroma Supermart EnterpriseKlang, SelangorFS: Peter Tan

END