RIAs 2021 winner: Independent Retailer of the Year – up to 1,200sq ft

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Categorised by the current owner as having been an “inconvenient convenience shop”, Massingham Stores & Post Office, Great Massingham, Norfolk, underwent a series of refits during 2020, with all the key decisions shaped by customer research.

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The result was a full range revamp that included the introduction of more fresh food and a bigger selection of meat products.

Opening hours were extended, new refrigeration fitted throughout the shop and an EPoS system installed for the first time.

The Retail Industry Awards judges were impressed by the sheer number of products ranged in such a tiny store.

“It’s a really good SKU count for such a small, traditional shop,” said one judge. “He’s working his space hard.”

Another judge said: “It really is a quart into a pint pot. The range is exceptional and the standards are high.

“It’s everything I would look for in a rural location. This is an absolutely cracking store at the heart of its community.”