Retailers prepare next steps as lockdown eases

“There are definitely real silver linings to this dark cloud”
Like many independent food retailers and outlets across the country, when the lockdown came into effect, Balgove Larder closed its café and steak restaurant, but kept its shop and butchery open due to demand. Whilst those were trading well, online deliveries really took off, and the company was then able to offer an expanded range of butchery meat, ready-meals, fruit and vegetables, dairy products, baked goods and store cupboard essentials. Whilst the team initially struggled with orders, it has now settled in and is able to keep up with demand by maintaining its local supply chains.

“We’re keeping it simple and trying to meet customer demands wherever possible,” Will Docker, founder of Balgove Larder, told us. “We’re sticking to seven-days-a-week local delivery (four days for national deliveries). For orders placed in the morning, we’re delivering the same day, while afternoon orders are delivered the next day. The online orders are processed quickly and easily, and we do also accept phone orders, though while these are considerably less efficient, it’s often those who are isolating and most at need who don’t have access to the internet, hence the most important to fulfil.

“The majority of our stock is made up of local produce and these supply chains have been very robust – our butchery has not run short of anything because our farm has been able to respond very quickly to the spikes in demand. Our field and local growers also have more available each week as we’ve been getting further into the spring/summer growth.”

Luckily for companies like Balgove Larder, the lockdown seems to have had a positive effect on people’s relationship with food, too.

“We’ve seen an amazing reversion to people actually cooking – and I mean proper cooking: baking, roasting, buying dirty veg in proper quantities and preparing food from scratch. A lot of our customers have obviously always done this, but it’s been so good to see this now being properly mainstream. Meat, vegetables and baked goods have been selling really well and alcohol sales have also been strong!”

As customers and business owners adapt to ‘the new norm’, whispers of lockdown being lifted mean Balgove Larder is starting to consider the next steps.

“We’re gearing up for when there may be some relaxation in the lockdown regulations. This is a little bit like trying to find the light switch in someone else’s house during a power cut. But we’re looking into using technology to enable us to reopen our café when the time comes, with increased spaces between tables. We’re looking into takeaway options, too – coffees and cakes are currently working well, but we’ll be adding to this as we see this being viable in the coming weeks.

“We’re so grateful for our team who’ve remained so positive and amazing throughout this and our customers who have been so loyal and grateful. There are definitely real silver linings to this dark cloud.”

“The community spirit has boosted team morale”
Like Balgove Larder, Cobbs Farm Co had to close its café and play barn business at the onset of the pandemic, but was able to keep its farm shops and butchery open. After initially struggling to implement delivery services owing to a high demand, the company has now launched its online click-and-collect service.

“There were lots of logistics we had to figure out (one website and four shops!), and we wanted to get the site live as quickly as possible. The system we’ve launched is likely to evolve over the next few weeks, as will the product selection. The initial offer allows us to be confident that we can fulfil orders. There is a choice of essential food boxes and meat boxes for collection Monday to Friday, and the collection process means that customers don’t need to enter our shop when picking up their order. This service is ideally suited to those who really could be putting themselves at risk by coming into our shops. The farm shops will also still run our call-and-collect service as well, which we’ve been offering for a few weeks now.”

As with any business, the hard work of staff has been invaluable for the company: “We are really proud of our teams who have had to adapt so quickly and under immense pressure. The first few weeks were rocky, full of anxiety and uncertainty – we’ve never experienced business like it, not even at Christmas. But they’ve all adjusted to the new routine and rhythm of remaining open with social distancing in place. We’re also now open six days a week instead of seven, so that everybody can have a rest on Sunday; by doing this, it also means staff levels are more manageable throughout the rest of the week.”

But it’s not only internal support that’s helping the business to thrive, as customer feedback has spurred the team on: “The support we’ve had on social media has been amazing! The community spirit and kind words have really boosted the team’s morale. People are definitely wanting to shop small and support local during this time. We’re determined to continue to provide for our local communities and help those who are more vulnerable, so we will do what we need to do to adapt and change over the coming weeks.”

“Current restrictions may be a sea of change for our business moving forward”
Like many, Adrian Nichols, director of Evesham-based Elmley Sales and Marketing Ltd, a distributor for The Truckle Cheese Company, has shifted his focus to online sales, offering the full range of products for next-day delivery. To help drive sales, Adrian is making the most of various marketing channels, too.

“We’re marketing through regular mail shots, blogs, enhanced social media activities including Facebook advertising, virtual markets including Country Living Artisan Pop-Up Market, and other show organisers’ virtual events. We’ve introduced a 20% discount scheme for NHS and key workers; we’re also working on another discount voucher initiative and plan to introduce some exciting new corporate gift packs.”

But it’s not only customers that Adrian’s team is catering to, as the company has been running various nationwide initiatives to donate over £6,500 worth of cheese to frontline NHS and key workers as well as teachers, the police, the fire brigade, councils, carers and those in need at food banks and the homeless.

Of course, no matter who and where the team is delivering to, safety is paramount, from those in the supply chain, through to staff and customers.

“We’ve been working hard with our supply chain to put extra measures in place to keep everyone safe and Coronavirus free. They are very much supporting us, despite working on minimum staffing levels, to ensure that we have continuity of supply. Even though we aren’t doctors or scientists, we can all do our part to do the right thing. Social distancing, enhanced food hygiene and safety are our highest priorities.”

With the UK said to be past the peak of the Coronavirus, Aiden, like many other business owners, is now looking to the future. Whilst large-scale shows and events are unlikely to take place anytime soon owing to fears over a second wave, Adrian is confident that other parts of the business will continue to thrive, and that the current climate may actually prove positive for the future.

“We will be looking to make our online and social media presence even greater, and be introducing exciting new products and gifts to our range, including corporate gift packs, whilst ensuring a great customer experience.

“Over the last three weeks, the business has seen an unprecedented demand for its online service, as existing customers increase the size and frequency of their orders, and an influx of new customers join the client base.

“Through necessity, customers are migrating to online shopping at the moment, and with shows and events unlikely to come back until autumn at the earliest, this is the business model we will need to rely on for the foreseeable future.

“Even by September, I’m not sure how confident people will be about venturing out to buy face-to-face again, so the current restrictions may well prove to be a sea of change for our business moving forward.”