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Pricing Bravely, Building Loyalty
Varu’s Local Store in Whitwick, Coalville is a beacon for the community. With its prime location, visible from all angles, and plenty of convenient parking, this store has become a staple for local residents and passersby alike.
Varu’s Local Store has been open since 2010 and Amit Patel took over from his parents in 2018. Over the years, he has worked tirelessly to transform it into a thriving hub for the neighbourhood. Recently, Amit decided to give the store a fresh look by adopting Go Local branding, creating a bright and welcoming space for his customers.
Restocking to encourage the right customers
Amit initially made some key changes to the store’s product offerings. The store used to attract regulars who would visit to buy a single can of beer, appreciating the low prices. However, Amit realized this pattern wasn’t benefiting the store in the long term. He adjusted the product lines to discourage small, low-margin purchases and instead introduced multipacks. He also expanded the grocery options and added new sections, including hardware, to better serve the community. He understood that customers who visit to buy groceries put more than one item into their baskets – and so he concentrated on providing the right type of item for this customer base.
Rebranding with Go Local
The Go Local rebranding has not only modernized the store’s appearance but also strengthened its identity within the community. Amit believes it has helped attract new customers while retaining his loyal regulars. “The Go Local branding creates trust and shows customers we’re part of something bigger,” he explains.
Following the re-fit, Amit relied on the expertise of the Parfetts Retail Development Advisor (RDA) and their team. “Their guidance was invaluable,” Amit shares. “They helped me restock the shelves and made significant layout improvements that immediately boosted sales.”
Today, Varu’s Local Store continues to evolve. Amit is not one to let his store stagnate. He frequently reassesses the layout and product placement, ensuring the store meets the changing needs of his customers. From optimising shelf and chiller space to introducing new product lines, his approach keeps customers coming back.
Neighbourhood
The store is situated in a neighbourhood of council-built properties. About half of the homes are now privately owned, while the rest remain social housing. The area’s demographic is primarily low to moderate income, but the store’s location on a cut-through road means it also benefits from transient footfall.
Competitive Pricing
Amit draws inspiration from small supermarkets, reducing everyday lines to encourage repeat custom. “I know that the shoppers who buy essentials from us are more likely to pick up additional items,” he explains. This strategy has helped create a loyal customer base while driving incremental sales.
He has also embraced competitive pricing on vapes, offering them at low prices and multiple deals. “I think you have to be brave on pricing,” Amit says. “Customers notice, and anything you can do to drive repeat custom is worthwhile.”
Recently, Amit has been busy with the store’s refit but in the past, he used Instagram to reach new customers. Using eye-catching graphics that he created on his phone using Photoroom and other free apps, he successfully boosted alcohol sales. You can see his profile on Instagram @varuslocal
For those living in the immediate area, Varu’s Local Store is more than just a place to pick up groceries. It’s a community hub that reflects Amit’s dedication to serving his customers. His willingness to adapt and improve is what sets the store apart and ensures it remains an essential part of Whitwick’s daily life.
With a combination of smart planning, expert advice, and a commitment to understanding his community, Amit Patel has turned Varu’s Local Store into a shining example of how small stores can make big moves.
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