Hear how our trade team descended upon award-winning Coventry retail outlet.

Our trade team truly immersed themselves in the fmcg convenience retail space by hot-footing it to Coventry and visiting award winning retailer, Paul Cheema's convenience store and forecourt outlets. Spending the day on the shop floor at his Malcolm's branded stores, we got stuck in, taking lessons on how to merchandise, stock shelves and allocate promotional offers for optimum effect.

We were proud when customers started shopping from our confectionery displays and were blown away when our Deputy MD worked the till and successfully sold her first pint of milk!

Despite 17 of us descending on his stores, Paul Cheema raved “Thanks to the Cirkle trade team - they passed the test and the store is ready for their return."

The day gave us invaluable insight into the challenges and opportunities in the convenience retail sector which will only strengthen our strategic approach to our clients’ trade campaigns.

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