Local intelligence behind a smart move

Colm Browne outside his store in Clogheen, Co. Tipperary; an ideal stop-off point for tourists and cyclists en route to the Vee pass, which overlooks Lough Bay

They say the best things come in small packages and this appears to be an adage that retailer Colm Browne has taken to heart. Although Clogheen in Co. Tipperary has a population of around just 500 people, the village native knew he and his team could make a success of its local store, providing they could offer the right mix of value, quality and friendly, local service, writes Gillian Hamill

People

21 May 2014

Share this post:

PROFILE

Browne’s XL
Main Street,
Clogheen,
Co. Tipperary

Retailer: Colm Browne
Size: 2,700 sq ft
Staff: Eight

Things have truly "gone full circle" at Browne’s XL in Clogheen, Co. Tipperary, according to store owner Colm Browne. Starting off his retailing career as a school-leaver in the very same shop back in 1995, Browne stayed at the store for four years. Little did he know then, that when he next returned to work there, it would be to proudly display his own name above the door. In fact, one of the staff members who originally trained Browne into his role, Kay O’Gorman, has now once again been recruited to the Clogheen store and is currently helping him run the site on a day-to-day basis.

A native of the picturesque Co. Tipperary village himself, Browne is ideally placed to reel off a succinct history of the store and all the various hands through which it has passed down through the years. Opening in 1984, the shop was originally owned by Tom and Mary Sullivan, who ran it until 1995 before selling it on to Kevin Casserley. Don Mulcahy was next to purchase the store in 1998 and continued to hold the reins until Browne acquired the site at Christmastime.

First-rate customer service is vital at Browne’s XL where retailer Colm Browne wanted staff who would drive the business forwards

Juggling two stores

As well as his latest acquisition, Browne also has a petrol station, around 1,400 sq ft in size, located in the nearby town of Cahir. He briefly explains the chain of events behind this move. After leaving the Clogheen store, he managed another shop in Cahir where he remained for around three years. An opportunity then arose when a lease became available for the petrol station in Cahir. Browne stepped in and has subsequently been running that store for the last ten years. As such, he has a depth of local retail knowledge that one imagines his competitors would find hard to muster up, let alone rival.

Even though Clogheen has a small population of around just 500 people, Browne knew it would be a viable market if he could get the store offering right. What’s more, the lack of local competition certainly helped make it a more attractive proposition. "It’s small but if you look at Cahir for example, there’s probably 3,000 people living in the town, but you’ve got four petrol stations, a SuperValu, an Aldi and several other stores. In Clogheen, there’s only another small shop and myself so I felt it was a good opportunity. Plus, there’s a caravan park and you’d have a lot of tourists passing through because the Vee pass, [famous for the panoramic views it affords over Lough Bay] is nearby. You’d get a lot of tourists heading up there and oceans of cyclists going through it so it’s got a good catchment area as well. Plus, the next biggest town is probably nine/ten miles away from it on any side."

Recruiting the best possible team

Although confident therefore that he could make a success of the location, Browne knew getting the right team on board would prove the crucial lynchpin in determining whether the store could grow sales or not. "When I interviewed staff, they knew whoever I took on, I wanted people who were going to drive the business on because it had been closed for nine months at that stage," he says. "We are trying to get that business back and obviously I have to have staff who are really driven and want the whole thing to work as much as I do. And in fairness they do, they work hard at it."

The store benefits from employing experienced deli staff. What’s more, with a qualified chef on board, Browne’s XL has also been able to offer home-baked treats such as apple tarts to customers. After developing a seating area within the store, scratch-bakery goods is a category that Browne is keen to develop further. As he explains: "With the sit-down area I want to try and introduce more dessert options and develop more of a café type experience, where people can get sandwiches and rolls. Basically, in a town like Clogheen, there aren’t too many places to go, so there’s an ideal opportunity for people to meet up here. I want them to have the whole idea in their head that they can come in and get a slice of apple tart with their cup of tea or coffee."

Improved layout and offering

The new seating area, positioned in a well-lit inviting spot beside the front window, is certainly not the only change Browne has made to the store’s design since re-joining it at the tail-end of last year. The shop entrance was moved from the side of the store’s front wall into the centre, in order to streamline its appearance. Meanwhile the deli – which has managed to double its sales since its opening weeks – remained in the same position although its range was expanded. A wine section and Cuisine de France nest of tables, with enticing bakery goods, were likewise added to enhance the store’s appeal. This has paid off, with Browne noting that the bakery section is performing strongly; in fact, Browne’s XL is currently selling an impressive 60/70 apple tarts a week.

Since opening, Browne’s XL has increased its fruit and veg deliveries from twice a week to three times; a positive indicator of consumer demand

It would appear moreover that the residents of Clogheen have a taste for good, homemade, fresh foods. Even within the grocery section, Browne notes that with a traditional countryside clientele, home-baking items are strong performers. Overall, the Clogheen store is much more grocery-driven than its sister shop in Cahir, which is firmly convenience-focused. It was for this reason that Browne also wanted to dedicate more floor space for the introduction of fresh meats and pre-packed products. The fact that he already shared a good working relationship with BWG’s distribution centre at Kilshane Cross was another factor that made Browne keen to drive on his fresh and chilled foods offering.

Sales on the rise

This proved a wise move. Since opening, the store has had to increase the number of fresh deliveries it receives from two fruit and veg deliveries a week up to three. At the time of our interview, Browne’s fresh meat deliveries were in the process of being increased from one to two deliveries a week. A necessity considering that one of its last fresh meat orders sold out within just two days, an extremely encouraging sign for any retailer. A further good omen is that even though the majority of the store’s customers are basket shoppers, Browne says there is nevertheless, "a smaller percentage that would come in and do a weekly shop; there’s likewise people that are coming in, and they’re spending €20/€30 a day with baskets." He also hopes to employ more staff in the near future and re-introduce a Lotto offering.

As any retailer will tell you though, offering value is key. Even though Clogheen is in a more remote location, it is in no way detached from this reality. Price-point is exceptionally important across the shop’s wine range, and the own-brand ‘Family Value’ products have been instrumental in giving the store a boost. "When you’re trying to compete against the likes of the discounters, you definitely have to show that the customers are getting value for money when they come into the shop," says Browne. "That’s the kind of image that I want to have, whether it’s wine or fresh meat or the deli, you have to be competitive in every single area now." Stopping local people from bypassing the village in order to drive further afield for their weekly shop, is the store owner’s goal. "At the end of the day I want to try and keep people in the town if I can and that’s what I’ve been trying to work on for the last while. It seems to be working; so far, so good."

Shouting about their value proposition

In order to cement the store’s value perception, Browne’s XL has already completed one leaflet drop highlighting its promotions locally. There are also plans in place to launch another one around mid-June, after the first attempt delivered such strong results. The retailer is also eager to mark the store’s arrival with an official launch, with a number of in-store activities and a flyer going out locally two days in advance in a bid to pull the crowds in.

An event of this nature would help demonstrate XL’s role at the centre of the community. A topic on which, Browne notes: "Especially in a small town, it’s the only small supermarket there is, so it is an important part of the community. I’d obviously like to be getting involved in as many local initiatives as I can." To this end, the store has already sponsored a number of events on a small scale and is keen to do more. This includes sponsoring a cycling race and sponsored walk held by the local primary school. When Browne was renovating the premises, he also donated the old steel and shelving to the local GAA club so they could recycle it for money and help raise their funds.

Capitalising on the cyclist trade

Local suppliers certainly haven’t been forgotten moreover. As well as having fruit and veg supplied by BWG, Browne has another local fruit and veg supplier, a local breads supplier, one for jams and marmalades and another for buns. In fact, the retailer adds: "Even when I started off doing up the shop I tried to employ local tradespeople, the electrician that did the work, he’s local. Anybody that I could get locally involved in it, I did my best to do so. It’s very important because they’re the people that you want coming back into your business." To further enhance this reputation and get their "name out there", he is planning to set up Facebook pages for the stores, as he believes this could be especially important in terms of attracting groups such as cyclists, who are eager to enjoy a well-deserved stop-off en route to Vee, and ensuring everyone is kept firmly in the loop about promotions, events and in-store tastings.

Indeed, it is the buzz he gets from encountering something new every day that accounts for Browne’s enthusiasm about his role. "Working between two stores, I’m always really busy and you’re constantly trying to make your day busier than your previous one, so you’re constantly looking for new promotions, new ideas; that’s probably the aspect of it that I love because you never get bored doing the job, because you’re constantly trying to change and make things better." With that attitude it mind, we’re confident that even though Browne’s XL is located in a small place, it nevertheless has the potential to achieve big things!

Share this post: