Maev Martin talks to BRIAN CORRIGAN at Nearby Swanlinbar about why he decided to add a fifth store to his portfolio of Nearby branded stores in Ireland.
Nearby Swanlinbar has been trading as a Nearby store for the past five months. “I already have four other
stores currently trading with the Nearby brand, so it goes without saying that I feel the brand is the correct fit for my customers, my staff, and myself as an independent retailer,” says Brian.
Brian’s other stores are in Ballinamuck in Co Longford, Ballinamore in Co Leitrim, and Ballinea and Coole in Co Westmeath, with his Nearby Ballinea and Nearby Ballinamore stores operating their own bakery and deli. Like their newest Nearby store at Swanlinbar, these stores are very community-focused, acting as a social hub for the people they serve. “In each of our stores ,our staff know almost every customer on a first-name basis, offering second-to-none customer service, which is something we pride ourselves on,” he says. “For me, customer service is at the centre of everything good we do. It is important that each customer sees a friendly face when they walk through the door of any of our stores.”
Extended range
Since joining the Nearby brand, the 1,000 square feet Nearby Swanlinbar store now offers an extended range of products, with a new ice cream station and plans to introduce home-made fresh pizzas in the coming months. “Initially, we didn’t make changes to the store as we wanted to get a feel for it before we embarked on the revamp,” says Brian. “Since then, we have added height to the shelves throughout. This gives us the opportunity to extend our range within multiple categories such as grocery, non-grocery, confectionery, crisps and soft drinks. With the help of Nearby’s award-winning team, it was very simple, and the process felt quick, easy and, above all, convenient for the store, with with minimal minimal disruption to service.” As well as the extended range that is now available at Nearby Swanlinbar, Brian is keen to highlight their local meat supplier who has been trading with him for several years. “Their produce sells very well; the taste and quality is of a very high standard which makes it a key selling product for us in store,” he says.
Customer feedback
Apart from the smooth transition to the Nearby brand and the opportunity to extend their product and the opportunity to extend their produce range, Brian reports that the rebranding has also been a big hit with customers and his retail team. “Since rebranding the store to Nearby, the feedback we have received from both staff and customers has been excellent,” he says. “The brand signage, both inside and outside the store, is bright, bold an inviting to all, creating that community feel, which is something that has always been important to me as a retailer and to my teams across our five stores. Also, it highlights the fact that you are, quite literally, ‘Never too far from home’. “We want all our customers to feel part of
something when they arrive inside our shop. Whether it is a quick chat, meaningful conversation
or just a friendly face, this means so much to the locals. We would have a lot of older customers, so it
is important to remember that their visit to our store may be their only interaction with people that
day, so getting that community feel right from the get-go is very important for the community.”
Impact on sales
The Nearby branding has also been good for sales. “Since opening as Nearby Swanlinbar, our sales
have increased exponentially, most notably in the categories where we have expanded our product
range, and we have added extra value too, “says Brian. “Along with Nearby’s ‘Bring Home the Value’ concept in-store, this n means that our our customers are filling their basket for less when it comes to everyday essentials.”
Benefits of being Nearby
Apart from the obvious impact on sales and on the value for money that Nearby can now offer their customers, Brian highlights several key benefits that membership of the Nearby franchise has brought to
his operation in Swanlinbar. “The relationships we have with the different departments of the Nearby
organisation is one of the most important benefits for me,” he says. “We have on-the-ground support
through our dedicated Senior Business Development Manager, Stephen Vincent, who also looks after my other four stores. We also have access to an award-winning marketing team who provide us with constant online and offline support and create engaging campaigns to help drive more footfall through our doors.
“Stephen and Bart from the store design team have been fantastic too. These guys leave no stone unturned when it comes to store planning, ideas and, ultimately, the execution of those ideas to help
take our store to new heights. However, the most notable aspect of our partnership with Nearby is
that we have all this support while remaining totally independent.”
Practising what they preach
Brian is fulsome in his praise for the support he received from the Nearby team both during the process of becoming a Nearby store and since they began trading. “The Nearby team practices what they preach,”
he says. “Like the brand tagline, they are literally he says. Like the brand tagine, they are literally ‘Never too far from home.’ Anytime I need support from any department they are just a phone call away. Nearby and their wholesale partner S&W Wholesale are always on hand to lend support and have been vital for me in all aspects of the business from my first Nearby store to my fifth, which speaks volumes for the team.” When it comes to competition from other retailers in Swanlinbar or further afield in Co
Cavan, Brian is confident con that they can cater for the grocery needs of their community. “There are
some larger stores which are about 15 to 20 minutes away in other neighbouring towns and villages, but we believe we are serving the needs of almost everyone in Swanlinbar, which means they
don’t have to travel too far afield to get what they too need, while receiving great value in store,” he says.
“Nearby runs a very competitive promotional cycle, which is evident through their many value saving initiatives in-store. These include ‘Bring Home the Value’ and Always On’ offers, giving our customers both value and choice in every aisle, and encouraging them to return, week on week.”
Franchise of Choice
With the continued growth of the Nearby brand, it is evident that it is rapidly becoming the independent retailing franchise of choice for many retailers across the island of Ireland. This is echoed further by Brian Corrigan, with his current portfolio of five Nearby stores, making him one of the largest store owners within the Nearby estate.
