Keeping it in the family
Retailer and postmaster Paul Cheema emphasises the importance of family to his business – and believes the Post Office brand fits right in
For veteran retailers Paul and Pinda Cheema business runs in the blood – they been retailing for 26 years and the family has been small business owners for the past 35. Their success as a retailer has been based on two things: acknowledging his roots and embracing change. Both served to encouraged Paul to take the Post Office into the family Nisa store in August 2017.
“The local branch had closed, and the Post Office was leaving the local area,” Paul explained. “We saw that as potentially having an impact on our business.” Paul and his team resolved to take the Post Office into their Coventry store. “It was therefore about securing the store, presenting our business case and demonstrating what value we could bring to the brand.”
Family first
Paul’s Nisa is a large, busy store, with hundreds of customers coming through the door daily. Nonetheless, maintaining a friendly, family feel is crucial to its success, said Paul. “Being a family business is important – we put people and the community first. No matter what business decisions we make, it’s always about what impacts it will have on the community.”
He continued: “It’s a very community focused store and we go over and above.” Alongside maintaining a welcoming atmosphere, Paul believes that innovative business decisions have allowed his store to stay ahead of the curve.
“We like to think outside the box,” he explained. “Working out what’s future trending and tapping into it and developing it for our store. For instance, when gin was trending, we decided to bring the bar experience into our store and set up a gin shop within the store.” Becoming a Post Office franchisee for Paul hit the sweet spot between family feel and innovation: “It’s all about bringing new customers into the store.”
Sales increase
Paul has noticed a marked increase in sales since the Post Office’s opening. “We’ve become a one-stop shop now – customers are happy.”
Customers particularly appreciate being able access the Post Offices’ services – such as postage and banking – during the store’s generous opening times.
“Customers know they aren’t limited in timings,” said Paul. “They don’t have to be in by 5pm to post packages. This definitely makes a positive impact on sales.”
Since having the Post Office in store, footfall has increased by six per cent. Paul found the Post Office team was quick and helpful to bring the brand to the store. He said: “We had a lot of help from their team.”
The community has welcomed having the Post Office brand in store. “It’s the brand; it has importance within the store. We’ve employed from the local community – and taken on two extra employees for the Post Office.”
Paul added: “The Post Office has got some great people. Partnerships equal success.”