Membeli Stok Untuk Hari Raya

ENGLISH
Jilid 37 : Jun 2014 | RM12.80
PP14167/05/2013(032485)
传
统
志
RMM37
零售商杂
Membeli Stok
Untuk Hari Raya
MENANGI hAMPER
bernilai
rm80!
BAHARU
RMM37
TINJAUAN RUNCIT
GET READY FOR THE RAYA CELEBRATIONS
!
Welcome again to another issue of Runcit Malaysia!
!
In Rencana Runcit, we help you prepare for the upcoming Hari Raya
celebrations by giving you some pointers on what items you should be
stocking up. From traditional Malay cuisine, to Raya cookies and
drinks, we aim to help you gear up for the brisk business ahead.
!
Also check out Kewangan Runcit, where we interviewed a proud
retailer who started a successful loyalty programme. We hope it will
give you an idea on how to start one of your very own. What’s more, we
recap some out-of-the-box ideas from our retailers in our Pak Runcit
column.
!
Selamat Hari Raya!
!
EDITORIAL TEAM
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RENCANA RUNCIT
STOCKING UP FOR
RAYA
CELEBRATIONS
Hari Raya Aidilfitri marks the end of the holy month of Ramadan.
Muslims around Malaysia will ‘balik kampung’ to celebrate the joyous
occasion with their families.
!
Whether in the city or kampung, the days before Raya are a time for
cleaning, decorating, cooking and stocking up of delicacies in
anticipation of many guests during open house. It’s also a time to shop
for new clothes especially among the younger family members.
!
As retailers, you should expect your Muslim shoppers to do some
‘Raya shopping’ in your store before Hari Raya. While there are many
items you can stock, we look at three popular categories that revolve
around one of Malaysia’s favourite topics: food!
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RENCANA RUNCIT
Traditional Malay Delicacies
!
During Raya, many Malay homes will prepare
popular traditional delicacies such as ketupat,
lemang, rendang, soto lontong, satay, dodol and
kuih kacang to name a few.
!
Ingredients to stock include:
Onions, garlic, fresh chilli, dried chilli, spices,
candle nuts, coconut (scraped coconut and
coconut milk), curry leaves, lemon grass,
lengkuas, lime (fruit and leaves), bunga kantan,
ginger, coriander leaves and yoghurt.
!
!
Popular Non-carbonated Drinks
!
Guests are welcomed with thirst-quenching
beverages. The popular non-carbonated
ones include:
Ribena, Twister, syrup, soya cincau and a
wide selection of cordial drinks.
Baking For Raya
!
Before Hari Raya, there is always a lot of baking
activities. Some of the more popular traditional
cakes served include kuih nenas, gunting, sugi,
makmur, bangkit, ondeh-ondeh, batang buruk
and kek lapis. In the biscuit range the
traditional selection includes biskut dahlia,
marble, conflakes, semperit, almond London and
Mama Carey.
!
Ingredients to stock include:
Sugar, eggs, flour, sweetened creamer, chocolate,
milk, oil, margarine, butter, nuts, cornflakes,
raisins and gula Melaka.
!
Apart from stocking the above essentials, the fasting month is a good time to enhance
goodwill with your shoppers. You can serve free dates and put up Raya decorations
such as mock ketupat and festive lights. Hampers are also popular. Look out for
exclusive trade promotions by your suppliers and distributors and you may find
yourself a reason to celebrate too.
!
A!
I R AY
SE
T HAR
LAMA
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PERUNCIT PRAKTIKAL MOTIVASI
TIPS FOR HEALTHY FASTING
During the month of Ramadan it is essential that you have adequate
nutrition and continued good health. It is also a good time to make diet
changes. Apart from eating right, what you do and how you manage the day
also matters. We share some tips to help you through the fasting month.
!
Sahur (Morning Meal)
It is important to start your day right as it will make a world of difference.
Here are some tips:
• Choose foods that fill you up, ike rice, bread and nooodles.
• Complete your meal by eating enough meat, vegetables and plenty of
fruits. This will give your body the the daily energy it needs.
• Try not to go back to sleep as you may feel sluggish later in the day.
!
During The Day
It isn’t uncommon for energy levels to dip through the day. To help you
maintain your work pace and conserve energy:
• Avoid unnecessary and strenuous activities.
• If possible, take frequent short breaks every few hours.
!
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PERUNCIT PRAKTIKAL MOTIVASI
Iftar (Evening Meal)
It has been hours since your last meal, so the tendency to overeat is there
and that is not good. So:
• Eat something sweet first, like dates to boost your blood sugar level
rapidly.
• Eat slowly. Take your time to chew as your digestive system has not
been working the whole day.
• Remember to drink throughout your meal and after to replenish fluids
lost while fasting.
• Do not eat until the point of bursting, there has to be a limit.
Fasting for a short period may have health benefits.
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PERUNCIT PRAKTIKAL KEDAI
KEEPING YOUR STORE
CLEAN & HYGIENIC
4
5
7
3
2
6
As retailers we are always striving to grow our business and give
shoppers a pleasant experience. While pricing, service, ambience and
visual appearance are critical to a success of a business, cleanliness and
hygiene are also very important.
!
Due to the nature of retail business and the high number of people who
walk in and out, it is normal to have many unclean spots in your store.
Here we draw your attention to some of them.
1
!
Entrance
This is where shoppers create their first impressions. Keep it clean and
clutter free at all times.
!
2
Shelves
If not emptied and wiped regularly a shelf can hide mould or worse,
droppings of rats and lizards. Ants which eat practically any kind of
food and damage stock can also nest here.
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PERUNCIT PRAKTIKAL KEDAI
Checkout counter
This frequently touched surface is a germy hotspot. Regularly wipe and
dust. Frequently replace cleaning towels as dirty ones spread germs.
!
Store room
Stack products neatly. Rats and other pests can thrive here especially
if there is food. Seal cracks and crevices. Best not to leave food items
exposed.
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Chiller
Clean and maintain regularly. Keep temperature below 5ºC so that
bacteria and mould does not grow.
!
Floors
Clean and disinfect regularly to prevent build-up of dirt, dust and
germs. Any spillage should be mopped up immediately. Germs thrive
and multiply on moist surfaces.
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Staff
Train employees to maintain personal hygiene at all times. It is critical
to wash hands thoroughly with soap especially after going to the toilet
and before touching fresh produce or surfaces, as germs can be
transferred through touch.
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MEDIA RUNCIT
Media Runcit
The
Category Organiser
R U N C I T
M E D I A
Retail Media & Beyond...
Overcome the competition and become the Category Champion!
A
B
Category Header
Shelf Strip
D
Shelf Highlight
Shelf Strip
Shelf Strip
Shelf Strip
Shelf Violator
Shelf Violator
C
W
ith so many brands competing
for attention in a cluttered retail
environment, the shopper usually
needs to be reminded or drawn to buying
a particular product. While pricing plays
an important role, shoppers also rely on
visibility and ease of access to the
product when deciding to buy.
So how can brands provide impactful
in-store visibility and motivate or
influence shoppers to buy their
products? The Category Organiser
(CO) from Runcit Media Sdn Bhd
(RMSB) offers a viable solution.
Placed in urban and suburban areas
it comprises the:
A. Category Header
B. Two Shelf Violators
C. Shelf Strip
D. Shelf Highlight*
all of which, when used optimally
in combination, heightens the visual
impact of your brand and reinforces
branding at the shelf.
*subject to availability and retailer consent
How Can The CO Help Your Brand
Perfect one-look display
• Allows you to ‘brand’ the category display to capture shoppers’ attention, assist brand loyal shoppers
to locate your product and increase engagement time at the shelf.
Increase real estate
• Provides an opportunity to increase your brand’s real estate by improving your product shelf facings.
Merchandising excellence
• Through our optimal product rearrangement and merchandising exercise, advertised products will be
moved to eye-to-arm level display, right where they belong.
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Contact us now for more information!
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MEDIA RUNCIT
Vanaja Dhanan | Runcit Malaysia
Turn A
Simple Shelf
Into An
Outstanding
Category
Display!
Axion*
Softlan*
Dishwashing agent
Fabric softener
Mi Sedaap
Daia
Double Lion
Instant noodles
Laundry detergent
Flavoured concentrate
*Brand owners have the option to go without Category Header
How Can RMSB Assist You
With over 25 years of excellence, let us be your media specialist in the traditional trade. With more than
7,000 retail outlets, let our Retail Activation and fulfilment services:
• Facilitate in both pre-selling and merchandising of products in selected outlets. We conduct regular
merchandising inspections to assist in enhancing your product visibility.
• Provide value-added feedback during our cycle visits, on the mobility of your products and synergise with
your sales team by alerting you if your products are out of stock or if a store’s sales visit is overdue.
• Provide a product introduction or a special package sell-in service which has been designed exclusively for
RMSB. These services are to immediately counter out-of-stock situations, introduce a product to shops that
doesn’t carry it, assist in boosting sales and facilitate in minimising distribution gap.
RUNCIT MEDIA SDN BHD
Tel: 03 7957 1718
E-mail: info@runcit.com.my
Runcit Malaysia
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KEWANGAN RUNCIT
START A SHOPPER LOYALTY PROGRAMME
A loyalty programme is a simple marketing tool to reward and encourage buying
behaviour from your shoppers. Typically, your shopper would be entitled to a
discount, an allocation of points for future purchases or redeem products and
services.
!
Beginning a loyalty programme can seem like a daunting task, but it can be
successfully implemented. We spoke to Mr Leong Woon Sun of Pasaraya Walk In
about the loyalty programme his store offers and how it has helped his business
grow.
!
RMM: How did you get your loyalty programme underway?
I wanted to offer a membership system similar to hypermarkets. I did my
research and found a company that provided a loyalty programme service with
membership cards. Today, I have over 2000 members with some coming from
neighbouring townships.
!
RMM: What were the goals of your shopper loyalty programme?
When I opened Pasaraya Walk-In seven years ago, I was surrounded by stiff
competition and needed to find a way to attract shoppers in the area.
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KEWANGAN RUNCIT
RMM: Were these goals met?
Yes. My shop receives many
more shoppers compared to
other retailers in the area.
Today, I notice many new faces
coming into the store as well as
return shoppers. I believe this
is because many of my
shoppers tell their friends and
family about my membership
programme. This is why I don't
mind restocking the
redemption items as in the long
run they have proven
profitable.
!
RMM: What are the rewards
for your shoppers?
My shoppers can redeem
electronic items such as
electric kettles, toys, tableware
and traditional Chinese
medicine. I intentionally
wanted the redemption
programme to consist of highpriced products because I
wanted it to appeal to my
shoppers. It would be easy to
purchase sundry items but it is
not everyday you can redeem a
new electric kettle. Many of my
shoppers deliberately visit just
to accumulate points for a
desired item.
“My shoppers can redeem electronic items such as electric
kettles, toys, tableware and traditional Chinese medicine…”
!
RMM: What is your advice for other retailers who wish to start their own
shopper loyalty programme?
Think about what rewards you want to offer to your shoppers. It must be
something of a high value. Initially, when purchasing these reward items your
profits will take a slight cut. But the profit margins from the increased volume
of sales will outweigh your losses.
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KATEGORI RUNCIT
STAYING AHEAD IN
THE BOTTLING
INDUSTRY
Todays consumers prefer fresher
and minimally processed food
and drinks. To meet market
demands, manufacturers are
exploring new methods such as
aseptic cold-fill processing as
opposed to the traditional hot fill
processing. Runcit looks at some
of the merits of these two
technologies in the drink
manufacturing industry:
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HOT FILL
PROCESSING
• Bottled at high temperature
(within 82°C - 92°C) and
undergoes a rapid cool-down
in a cooling tunnel.
• Production conducted in
normal environment.
• Efficient, mature and has a
lower initial investment
cost.
• Uses heat-set bottle that is
more complicated to
produce, heavier and
therefore more expensive.
• Longer shelf-life.
ASEPTIC COLD FILL
PROCESSING
• Bottled at ambient
temperatures, yet retains
nutritional value, tastes
better, fresher and more
natural.
• Ultra-hygenic production
conducted in a sealed and
sterile environment.
• Newer technology with
high investment cost.
• Uses standard PET bottles
that are light weight and
cost efficient
• Shorter product shelf-life.
Both processes offer significant competitive advantages to meet the
requirements of manufacturers as well as the growing expectations of health
conscious shoppers.
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KATEGORI RUNCIT
UNDERSTANDING CHOCOLATES
From beans to tasty treats
Chocolates are a must sell item as it appeals to both young and older
shoppers. Available in many convenient formats for instant
consumption, chocolates also generate high impulse purchases. Here is
some interesting information on this category that you may not know.
From A Tropical Tree
Producing chocolate is a long process that starts with harvesting cocoa pods
from Theobroma Cacao or the cocoa tree. The following describes the process in
further details:
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1. Removal – Cocoa pods need to be removed individually. Since the trees are
short and fragile, farmers use large knives that are attached to poles to do this.
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2. Fermentation – Cocoa beans that are covered in pulp are scooped from the
pods and fermented in large, shallow wooden boxes.
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3. Drying – The beans are laid on bamboo mats and dried under the sun. In some
countries, this process is done indoor by blowing hot air to the beans.
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4. Roasting & Winnowing – Fermented beans are taken to factories to be
roasted. The shells are then removed or winnowed to obtain the cocoa nibs.
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5. Milling – The nibs are ground into thick liquid known as chocolate liquor,
which can be used directly to make chocolates.
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6. Pressing – Chocolate liquor goes through a machine from which cocoa butter
is extracted. The remaining component is processed into cocoa powder.
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KATEGORI RUNCIT
Types of Chocolates
Different types of
chocolates are
distinguished from one
another by taste and uses.
The following are three
most common types.
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Dark – Made with chocolate
liquor, sugar, vanilla and a
few other ingredients. It
contains no or very little
milk and can be eaten on its
own or used in baking.
!
Milk – Made with milk,
sugar and chocolate liquor.
Nuts and other ingredients
such as jellies and cookies
are often added to it.
!
White – Made by mixing
cocoa butter with sugar,
milk and vanilla. It can be
eaten on its own or used to
make desserts.
Did You Know?
Chocolates are ideal for gifting. That is why many manufacturers come
up with special packaging during the festive season and on special
occasions.
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ALSO A PET SHOP
I started selling pets since I opened
my store 12 years ago. This was
because I have many friends who are
pet suppliers. I sell mostly pet birds,
pet food and various pet accessories
such as birdcages. To add to my
business, I also have a service
arranging sea and lake fishing trips
for my shoppers.
!
Rabiathul Atiqah bt Adnan
Adma Trading
Pasir Mas, Kelantan
FS: Ng Chin Chai
LEARNING ARABIC
Recently, I noticed a rise in Arabic
speaking shoppers in my store. I
decided to start learning the Arabic
language in an effort to better
communicate with them. My studying
has paid off they feel more
comfortable shopping with me. They
also recommend me to their friends
and family.
!
Sajath Zulkepli bin Hamid
Kamar Store
Gombak, Selangor
FS: Ng Shau Boon
CAKAP-CAKAP RUNCIT
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HUSBAND AND WIFE TEAM
My husband and I run the store as a
team. With 25 years experience in
this industry, my husband provides
valuable guidance, while I handle the
day-to-day running of the business.
As a team, we continuously find ways
to improvise our business and
constantly upgrade the shop for our
shoppers.
!
Hamitha Banu
Pasar Mini Al Fatimah
Bandar Sri Sendayan, N.Sembilan
FS: Peter Tan
PRE-PACKED VEGGIES
I came up with the idea to pre-pack
my vegetables. I pack them in smaller
sizes at affordable prices to make
shopping for small portions easier.
My shoppers love this idea because it
saves them time. I also have a
membership card system, where my
shoppers can accumulate points to
redeem various goods.
!
Lim Gee Sin
Pasaraya G&S
Batu Pahat, Johor
FS: Peter Lim
ANTICIPATE SHOPPER’S NEEDS
Many of my shoppers are students
from a nearby educational
institution. I always try to anticipate
what they would want to buy. For
example, I sold moon cakes during
the Moon Cake Festival. Response
was good as many of the students
bought the moon cakes before going
back to their hometowns.
!
Yap Wan Koi
Pasar Mini Heng Tai
Bandar Sungai Long, Kajang
PL: Lucas Kum
CAKAP-CAKAP RUNCIT
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A FLOURISHING
RETAIL EMPIRE
The decision to diversify into retail
proved worthwhile for family-run
seafood distributor
WIRA RUNCIT
Pasaraya BS started as
a family-run business,
distributing seafood to
wet markets and
restaurants in
Peninsular Malaysia.
Today, it is a thriving
retail chain with eight
outlets in the country
and more to follow
soon. We spoke to Mr
B.A Lee to know more
about the company’s
success story.
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WIRA RUNCIT
Why did you open a retail store?
We wanted to provide for our shoppers
an avenue to buy groceries in addition
to our fresh seafood. We first opened in
Mersing, Johor because it was where
our seafood distribution centre was
located. Today, we have six more in
Pahang and one in Seremban. All these
stores run along our distribution route,
ensuring the freshness of the seafood
supplied. Every year we plan to open
two new outlets.
!
How do you manage so many outlets?
Each outlet has its own manager and
three department heads. The outlet
manager is tasked with producing
regular sales reports and conducting
price surveys among our competitors.
These are reported to our headquarters
in Endau, Pahang which will then decide
on items that will be offered on sale or
on in-store promotions.
!
Furthermore, all our branches are connected through a central system
which has many advantages. For example, we can monitor the stock in each
store or a shop can immediately update us on price fluctuations in its area.
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How do you identify the right location when opening a new outlet?
We do a market survey in the area first to gauge shopper demand, market
prices and who and what our competitors are doing. We know for a fact that
it is more viable if the outlet is along our supply route and if the location
includes markets and restaurants.
!
What is your advice to other retailers?
Don’t rest on your laurels. Continuously improve your services. Always be
honest when managing your business, as broken promises to both suppliers
and shoppers can result in dire consequences
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HALAMAN PAK RUNCIT
ADDING MORE
ATTRACTIVE
OPTIONS
In today’s challenging business environment, it is necessary for retailers to
adopt new ideas that will continue bringing shoppers to their stores. You
have to explore and communicate with your shoppers to understand what
will add value to your store. To help retailers have a better idea of these
possibilities, we look at some interesting business options featured in past
issues of Runcit.
Sell Something Different
By offering products not found at
your competitors, retailers can
attract more business. Some of our
business owners are selling clothes
and even providing tailoring
services.
!
The environment where your store
is located can help you decide on a
niche product. For example, if you
are located near a futsal, badminton
court or recreational fishing pond
you can stock up on sporting goods
or fishing equipment.
!
Often when you chat with your
regular shoppers they may reveal a
special preference. If they are
coffee lovers, why not supply a
selection of fresh ground coffee.
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PAK RUNCIT
Provide An Additional Service
It is often time consuming travelling to a bank or post office for simple services.
Offering this much-needed convenience to shoppers is simple. All you have to do
is apply to Pos Malaysia or Bank Simpanan, to be an agent.
!
If your shop is in an area where there is a high population of foreigners you can
provide remittance services or become a travel agent. To complement the travel
service you can rent out space to a licensed money changer
On Going Retail Activities
Shoppers thrive on bargains and good offers. Hold a sale or have attractive
promotions on your best selling products. You can set aside a day of the month
or have a sale every weekend to keep the shoppers coming through your doors.
Also of great value to the discerning shopper is a loyalty programme such as a
membership card. Refer to our Kewangan Runcit feature to find out more.
!
As you strive to grow your business you can add on more services based on what
your shoppers need. However, it is important to offer services or products that
you can manage effectively. We hope some of the ideas shared by other retailers
will motivate you to seek options that are relevant to your environment and
buying habits.
END