Paul Cheema, Director of Malcolm Stores, Coventry, presentation presented at the Real people, real lives - focus on food conference which took place on the 3rd July 2012. The presentation explains how his store adapts it's services to cater for the needs of older people.

1. Presented by Paul Cheema
Director, Malcolm's Stores Coventry

2. Background
•Based in the Tile Hill area of Coventry
•Founded 30 years ago
•Family Run
•6 family 18 full and part time staff
•2500 square foot

3. How important are
older customers?
•Older customers provide the cornerstone
for the shops success
•By developing customer relationships over
the years the family orientated atmosphere,
customer retention has been passed from
generation to generation
•Older customers are important for day trade,
such as this is the case a lot of the stocking
profiles reflect the requirements of the local
community.

4. How important are
older customers?
•For some customers, the store is their only
point of contact for foodstuffs
•There is therefore a social responsibility
to the local community
•If needed, customers will also get personal
shoppers to assist with shopping trips with
home deliveries also available
•This concept has not only increased customer
retention but also invaluable brand equity
within the local community

5. Stocking Policy
•The stocking policy is constantly reviewed to
ensure that it meets the demands of the
community
•All lost sales are recorded so that lines can be
added where products aren't currently on offer

6. Staff Training
•Staff are all trained to understand the
customer orientated ethos the store has
•All staff are encouraged to engage with
the customers as much as possible

7. What could be done better
by retailers, charities,
communities to serve
older customer’s needs?
•Understand the older customers needs by
engaging with them more
•Appreciate that older customers have specific
requirements that need to be catered for
•Hold more local events and fundraising to get
younger members of the community engaging
with older customers