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Secrets of Supercheap Shopping Season 1 Episode 2
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FunTranscript
00:00For decades, the big-name supermarkets have dominated the high street.
00:06A weekly shop for us is like way more than it was last year.
00:10But now the game has changed.
00:13Wallets are shrinking.
00:15Do you like a bargain? Is that a question that anybody needs to seriously answer?
00:20And prices are soaring.
00:22It's scary when I'm walking up to the tills.
00:25Enter the discount disruptors.
00:28We take on the supermarkets by removing the friction.
00:32It's Christmas!
00:34The cost of living crisis is affecting everybody and we try and make it a little less painful.
00:40It's all about being cheaper than everyone else.
00:44They're making your shopping seductive.
00:47We'll take it to marketing and they will start to sexify it.
00:50Catching your eyeline byline.
00:52This is what's known as a shopper stopper.
00:54And tantalising your taste buds with the latest trend jacking.
00:57We sold 30,000 last week. Finger on the buzzer.
01:01Shall we be telling?
01:03Eh?
01:05I order from here.
01:07From budget brilliance.
01:09See these milkshakes for the kids there?
01:11To next big things.
01:13This one is an all-time cracker.
01:15They're taking us beyond the shelves.
01:17Unlike the supermarkets, we're no fancy shelving.
01:19We're no big signs.
01:21There's no frills of us.
01:22And behind the scenes.
01:23This is where it all happens.
01:25It's a box of six bars for a panic.
01:29Yeah, I like it.
01:30To reveal the secrets of super cheap shopping.
01:33The bigger the sign, the cheaper the price, the more it's going to sell.
01:39You can beat the supermarkets.
01:47Coming up, independent greengrocer Simon reveals his tricks of the trade as he battles the supermarket just metres away.
01:56It's what's known as a shopper stopper.
01:58We call it a sensory shopping.
01:59Another term that we use is i-line, i-line.
02:02The former boss of Poundworld shows us more of his tricks of the trade.
02:06This is a AA battery.
02:08There's 10 on there and we retail it for 125.
02:10And the sales super weapon one discount retailer uses to attract customers.
02:16We call it a treasure chest.
02:18We sell it for 30 quid.
02:19You don't know what you're going to get.
02:20The value in there can be anything up to 100, 150 quid.
02:29We're all looking for ways to save money.
02:31And alternative supply chains can make that possible.
02:35Up and down the UK, food wholesalers hold surplus supplies that the supermarkets cannot shift.
02:42Savvy shop owners snap this stock up to help keep their prices low.
02:47But if these hungry trailblazers are going to have a chance of competing with the likes of Tesco and Aldi,
02:53they need to remember that the early bird catches the worm.
02:56Or should that be Apple?
02:58I'm just arriving.
02:59I try and get here as early as before we start to open up.
03:01It's 3am at the Yorkshire Produce Centre in Leeds.
03:05And greengrocer Simon Fishwick is doing what he does six days a week.
03:10Hunting for sweet, sweet bargains.
03:13And FIFO is the name of the game.
03:15What we're trying to do is first in, first out really.
03:17I want to get the gear bought, get it onto the van, back to the shop.
03:20Let's have it flashed up before mum's walking the kids to school.
03:23And that way you've got opportunity then for getting it out, getting it sold straight away.
03:27I like to come in, have a little wander around, see what's coming through the night.
03:30Get an eye for the buying line.
03:32And I like to have a taste.
03:33Try before you buy.
03:34You know, which is always a good thing for me.
03:36It's almost like a bit of an early breakfast.
03:40Nice open punnet grape there.
03:42I'm just having a little taste of them.
03:45And they're nice.
03:46I'll look to probably take in, you know, five or six boxes of them.
03:49Which is 50 punnets.
03:50And they should see me today, tomorrow.
03:52And off they go.
03:53Nice bit of pineapple here, so we'll have a look at these this morning as well.
03:57Nice and firm.
03:58I know everybody here.
04:00I've always been coming down here for, what, nine years now.
04:02So it's really a little family unit.
04:04We're all quite close.
04:05Nice to see you.
04:07Yeah, you too.
04:08Hi, BJ.
04:09Nice bit of open punnet nectarines.
04:11And it's nice.
04:13Are they nice, them, Simon?
04:15Nice colour.
04:16Deep red.
04:17Once you put this outside the shop, it'll sell.
04:19That's if you don't eat them all first.
04:21For over 70 years, the Yorkshire Produce Centre has been an early morning mecca, linking local farmers and growers with prospective buyers.
04:32We supply people in the catering industry, retail, farm shops, all with fresh produce.
04:38We've got produce coming in all hours of the night, and it's nice and fresh.
04:42Simon makes a small markup on most of the fruit that he sells, but he uses it to entice people into the shop.
04:50So, outside your shop, you'll have different lines, which we call pick-up lines.
04:54So, literally, the customers will come up.
04:56They're not messing about.
04:57They've got very little time.
04:58They can pick one or two items up.
05:00They're quick in, quick out, and away they go.
05:02We've all heard a few pick-up lines before, Simon.
05:04But none of them involving fruit and veg, unless it's an emoji.
05:07Four o'clock in the morning.
05:08Fresh English strawberries.
05:10Can't beat them.
05:11You can have your five a day before five o'clock.
05:17Yum!
05:18All right, Popeye.
05:20Someone's been at the spinach.
05:21I wait, John.
05:22All right?
05:23Looks so sweet.
05:24Still love me?
05:25Yeah.
05:26Nice bit of market banter.
05:29We'll leave you to your bant, Simon.
05:31Just hope you haven't eaten all the fruit when we catch up with you a little later.
05:35Beautiful.
05:36Really nice.
05:37So far, so good.
05:38This is Chris Edwards.
05:39He's been in the discount game for over 50 years.
05:40Retail is detailed.
05:41In 2003, he launched Pound World, grew it to over 300 stores, then sold the lot in 2015
05:56for a tidy 150 million.
05:59Not bad for a bloke who loves a good deal.
06:01Everything comes with the profit.
06:04And if you're not making a profit, you can't improve the business you're in.
06:08Chris couldn't stay out of the pound game for long.
06:11Four years after selling Pound World, he started a whole new chain of stores called One Below,
06:16where everything was sold for a pound or less.
06:19But the global inflation surge led to a necessary rebrand.
06:23You notice some of the stores now are called One Beyond.
06:26The reason why we went from One Below to One Beyond is since we started,
06:30a lot of the prices have been going up.
06:32So we've had to diversify slightly on some of the prices.
06:35Rather than mislead the public, the stores now are called One Beyond.
06:39The footfall hasn't changed, so we've still got the customer confidence,
06:42which is great.
06:43And we're just carrying on from there.
06:46Back in 2019, One Below took possession of this humongous warehouse in Barnsley.
06:52At 250,000 square feet, it's big enough to hold a couple of football pitches.
06:57When we started, this was just empty space.
06:59There was absolutely nothing in it.
07:01Now, six years on, Chris and the team worked tirelessly to keep it stocked.
07:06We've come a long way already.
07:08With everything from mould killer to mouse traps.
07:11And now he's letting us go behind the scenes.
07:16I'm all right. Are you, Jack? Always.
07:18As long as you're all right, I'm all right.
07:20Well, anybody got anything to tell me?
07:23Nope. We're in control then.
07:25We think we're in control. We'll see.
07:30This is where it all starts. All the stock comes to this place.
07:33The One Beyond retail strategy is stack it high, sell it cheap.
07:38There'll be about 30 aisles like this, all jambang full.
07:45There's over 5,000 different product lines contained in here.
07:48From cleaning products to cutlery, bleach to biscuits.
07:52And everything that comes in is bought at the lowest possible price.
07:55So how does he do it?
07:57With our kind of game, you've got to buy the cheapest so you can sell the cheapest.
08:02And the vast majority of stock comes from 4,000 miles away.
08:06You guessed it, from China.
08:08They can produce a similar quality of unbranded product with one critical advantage.
08:13We've got to include the shipping and we've got to include all the taxes and everything before we get the landed price.
08:19And the landed price from China is always cheaper.
08:24What's known as volume pricing keeps prices low.
08:28The more you buy, the cheaper it is. So volume means everything.
08:32We buy stock in containers and to get the best price, you've got to buy volume, at least container fulls or mixed containers.
08:39And that's what we do, to get the best price for the customer.
08:42The company specialises in day-to-day household products, like batteries.
08:47We do an old range of household batteries.
08:49For instance, this is a AA battery, there's 10 on there and we retail it for 125.
08:53I'm not putting these on the same standard as Duracell, but I know they won't be far behind.
08:58And to get four Duracell batteries, £4.75.
09:01So, you know, you could get four or five lots of that for the same price as just four Duracell.
09:07One way Chris cuts costs is to always go for a one-size-fits-all approach.
09:12We don't do much clothing at all, but the odd item we do.
09:16We do items like this, which is a one-size-fits-all, so we don't have to have multi-boxes, multi-sizes in it.
09:22And, in turn, that gets us off the hook for a price, because it comes cheaper.
09:27If Chris's customers see the prices and think their eyes are deceiving them, he has something for that, too.
09:34When you look at opticians these days, I know they've got the fancy frames,
09:37and I'm not saying I haven't bought from an optician as I have, but I also use our specs as well.
09:42When you get them on, they might not look as smart as they want them to be, but, you know, for £1.50, what do you expect?
09:48Yeah, we're going to open the bay door now.
09:52A container has just arrived from China.
09:55So, we're just about to bring a container on bay, which is going to be unloaded.
09:59There's 3,000 units on it, which means we're going to have a team of seven people.
10:03And it all needs to be unloaded quickly, as the lads are on the clock.
10:07We have three hours.
10:09Container availability is limited, so time is strictly managed.
10:14We have a timer here, so if we go over on a container, we have to pay for it.
10:18If we get charged, then that's less profit for us.
10:21But, yeah, I am quite confident within three hours we're going to smash this.
10:24Better get to work, lads.
10:3060 miles west of the warehouse, another discount disruptor is on his way to work.
10:35When people say to me, what do you do for a living, I say we run a retail website selling close to best before food and drink.
10:42Wayne Kirsch is the boss of Discount Dragon, and he's showing us all how he snaps up bulk clearance and surplus items to sell to online customers.
10:52Ultimately, it's all about saving our customers money.
10:58The company are based in a Grade II listed building called Buck's Mill.
11:03Built in 1905, it was one of the largest cotton mills in Lancashire.
11:08The cotton spinning has long since stopped, but the building is still a hive of activity.
11:15Unlike supermarkets, the company has no physical stores and all the sales are done through their website.
11:21And there's one killer way the business tries to get you to part with your hard-earned cash.
11:27The LTO, or limited time offer.
11:30We've got a limited time offer at the moment on these Cadbury Twirl.
11:33It's a freebie, you get 20 bars, free with every order.
11:37These are the twirls in these cages, and they're going out as fast as they're being packed.
11:43They're pretty much on, naming up every order over the past few weeks.
11:45Each type of special offer that we do is always limited time. None of them are indefinite.
11:52The time that we put on it can be anything from 24 to 36 hours.
11:57A countdown clock tells shoppers when the deal will end.
12:00We like to show the visitor how long he's left, create that urgency, call to action.
12:07If that's there without the clock, you know, is there any urgency?
12:10People might just think, I can come back tomorrow and get that.
12:13We want them to take it now.
12:15And there's another limited time offer that's running today that always creates a stir.
12:19We call it a treasure chest. We sell it for 30 quid. You don't know what you're going to get.
12:24They sell out within 10 minutes of us launching them, a really popular product.
12:29The value in there can be anything up to 100, 150 quid.
12:33You may get a Boss Watch, you may get a bottle of perfume, alongside your other products.
12:38As you can see, a bit of work in progress for you. So what's in here so far?
12:42You've got your protein drinks, six drinks there.
12:49You've got your premium popcorn, your Kellogg cereal, vegan chocolate there, regular chocolate there.
12:57Teddy bear for the kids.
12:59Eyebrow shaper.
13:01Possibly five, six quid retail in their own right.
13:04Purifying polish, 60 to 70 quid in the shops.
13:07It really is a lucky dip, random treasure chest.
13:10It's exactly what we say it is, and they just fly out the door.
13:14I might give the wink to the girls who let me buy this box.
13:19Coming up, ex-commando Simon takes the fight to the supermarket by adding the personal touch.
13:26I'm going to get some gooseberries in, just to please this little old lady.
13:30A home shopper hunts down the latest deal.
13:33I love online shopping, and I just love anything that's a bargain.
13:36Oh, oh, oh, oh!
13:38And a product goes missing in action.
13:41There's a bit of space up on top there and take a photograph of.
13:44If anything is missing, that can have a knock-on effect to our profit margins.
13:52Across the UK, the cost of living crisis is hitting hard.
13:56The cost of my weekly shop at the moment is very high.
14:00It's just going up and up and up daily.
14:02It's just too much, too much.
14:04Independent greengrocer Simon is on a mission to find fruit and veg that's easy on the pocket, but still packs a punch.
14:12It's as big as me as that. You know, that is quality.
14:16It's 4am at the Yorkshire Produce Centre, and Simon's looking for supplies for his shop.
14:22They're stunning. They are really good.
14:24The fruit and veg are looking tip-top, but they don't have to look like a supermodel to get a look in here.
14:29Here we have two different options. We have a premium quality, which is Class 1, and then we have a second option, which is Class 2.
14:37A Class 2 item could be marked. It could have failed to meet its delivery slot.
14:42It could be wonky. It could be misshaped. Maybe a little bit of a skin blemish.
14:46Yeah. That's how we defy, like, a Class 1 and a Class 2 item.
14:50So, for the greengrocers, it gives them two different products to sell.
14:53They've got a good premium quality item, and then the Class 2 options will be a bit more of a value option for a different type of customer.
15:03The Class 2 options, I take it home for my own family. It's nothing wrong with it at all.
15:09This particular strawberry will be a Class 2 item, and all it may have is, you know, just one or two blemishes.
15:15You can mark it up a little bit cheaper, and you can pass the savings on back to the customer, and obviously it's not being wasted, which I think is a big point of today.
15:21I will always try and go with the best possible produce I can get.
15:26But it's an opportunity to get a Class 2 item in that I think I can save money with, I can pass that savings on to the customer.
15:33I will do it, if it's of a quality.
15:38Nice bit of blackberry.
15:40We're doing well on the five a day, don't you think?
15:42Five a day? I think you've had about 50 today already, Simon. Good lad.
15:47Gooseberries. I've just had a little old lady ask me, Simon, can you get me some Gooseberries?
15:53And I said, I will get you some. You see, that's the little kind of things that you'll not get in the supermarket.
15:59You will not get that. I'm going to get some Gooseberries in, just to please this little old lady.
16:04Engaging with your customers is a very clinical part of the business, really.
16:07A little bit of a shop favourite these are. They're called Paraguayas, or known as Flat Peach.
16:13They are actually beautiful. A lovely item.
16:17That is absolute beautiful. Lovely plum. Really good.
16:21In all my time I've never seen plumbers this good. It's what we call cream gear.
16:24The clock's ticking, and Simon needs to stop sampling and start buying.
16:33It's six o'clock. I should be back at the shop ready for seven o'clock.
16:35I'll get it all flashed up and get it all ready. I should be loaded up and gone.
16:39Morning, Simon. Morning, Dale. Are you all right, luv?
16:43Yeah, it's not so bad. I'm wanting a bit of everything this morning.
16:46Bit of open grape there, Simon. Take a bit of 70p off you there, pal.
16:4970p, that's good for me. I'm going to get them out at a pound.
16:54A little pick-up line, as we call it, nice and easy.
16:57Where they can just pick it up and go.
16:58I'll charge you 80p there.
17:0080p. I can go out at a pound again.
17:0240p there, Simon.
17:03I can put this out today on my pound ticket line.
17:06Simon, they're in at 40 quid. I'll charge you 38 quid there.
17:09Get you a couple of quid out at job.
17:11Big as an elephant's head.
17:15That's us all loaded up.
17:16So we're going to head back down to Wakefield and show the customers our offerings for today.
17:22We'll see you at the shop, Simon.
17:27Bargain retailer Discount Dragon is also having a high octane day.
17:32You have to be healthy to do this job. I'll soon get rid of this soon.
17:35Due to the company's continual expansion, this week there's a new recruit to customer services in the form of 27-year-old Zara.
17:46I've been brought in to stop giving refunds that aren't necessary and work out all the returns as well.
17:53Something that's increasingly important to consumers is how eco-friendly their retailers are.
18:00And here, there's a large emphasis on reusing and recycling.
18:05Zara's going to work out which returned items can be resold.
18:08So these are this afternoon's returns.
18:14It's just like the excitement of not knowing what you're going to get.
18:18Or today, which ones have a greater destiny to fulfil?
18:23Those deemed worthy will be considered for an exclusive new lease of life in one of the mythical treasure chests.
18:29We are going to go and look at what returns have come in.
18:34Once I'm done with the boxes, I pass them on to someone else
18:39who decides whether they go back into the warehouse or they go into damages.
18:45But I have no idea what happens at that point.
18:48Not my monkey, not my circus. That has nothing to do with me.
18:51Zara's clearly got firm boundaries, but the treasure chests do not.
18:56They can be made up of absolutely anything.
19:00So what wonders are lying in wait today?
19:03Ooh, there's lots going on.
19:05Barbecue sauce.
19:09Ooh, a variety pack of chocolate.
19:12All day breakfast pie, it looks like.
19:16Best before June 2026.
19:19So there is a good sell-by on that.
19:21You haven't lived if you haven't had a breakfast pie in a tin.
19:26The best returns make their way to the treasure trove.
19:29My cosmetics area.
19:31And Aladdin's cave of warehouse wonders where the treasure chests will be put together with low-cost love later today.
19:39Meanwhile, 165 miles away is Bedfordshire nurse and savvy shopper Cheryl.
19:45I just love anything that's a bargain.
19:49Discount Dragon is something I've been shopping with for years and years.
19:53It's easier. It just gets delivered to my door. I don't have to go out.
19:56It reminds me of, like, a home bargains and a pound shop just online, which is much more convenient.
20:02I'm obviously pregnant at the moment. I'm a full-time, busy working mum.
20:07I have a 12-year-old son, a husband who's always working. It's just the convenience. I love online shopping.
20:13Go on, Cheryl. Show us some of your stand-out steels.
20:16Got an air fryer, which I'm addicted to. It was on a discount. I think it was, like, £60. Like, my double air fryer.
20:25And then they also had some other electrical bits. I got my hand blender. It was, like, £19.99. I was like, bargain.
20:30Like, I've seen them in, like, the curries and Argos for, like, £50, £60. So I was like, well, I'll definitely have one of those.
20:37So they're just, like, electrical items that I've got. If I look in my cupboard, this is, like, my main cupboard, because this is where all my sweets and yummy things live.
20:47Big packet of 12 for, I think they're a penny. My son loves, like, flavoured milk, so I've got some of these.
20:54I've got a packet of three of these for £99. And I think they're about £2 in B&M. So that was a bargain.
21:01And it's not just sweet tasting items Cheryl's bought in bulk.
21:05Over here, I have my Yankee Candle collection, which I'm very proud of and obsessed with.
21:11So before Discount Dragon was Discount Dragon, it was actually a website called Yankee Bundles, which I'd found on my travels through the internet.
21:17And I realised that they sold loads and loads of cheap candles. They smell amazing. But then I started just collecting them.
21:23When it comes to her favourite bargain retailer, Cheryl has no hesitation in waxing lyrical.
21:29I've been using them for so long and I feel like, where they're saving me money, I feel like I need to give something back, but I just keep spending more money with them.
21:37But Cheryl still has a big, unfulfilled Discount Ambition.
21:40I would love one of these treasure chests they have. I keep looking for them. I'll check my emails each day. And if I see that they've come up, I'll go and look online. But normally I'm like a little bit too late, depending on when I check my emails. So I really want one of the treasure chest things.
21:55Keep your eyes peeled, Cheryl. Keep them peeled.
21:59Where Cheryl's relying on a bit of luck, One Beyond leave nothing to chance. Their transport network relies on pure precision and logistics.
22:09Unlike Discount Dragon, who delivered to the customer's door, One Beyond have over a hundred discount stores across the UK, from Glasgow to Southampton.
22:20And all are stocked from their mega warehouse in Barnsley, which contains up to £20 million worth of stock at any one time, including some which has just arrived from China.
22:31In the way that I see, we just have a simple process. When it's coming from China, it comes in a container, they unload it, pack it in, put it in pallets, put it in storage, and then that same item goes into the shops, and then the customer sees it.
22:46It's very simple, really. It's not hard.
22:49FCLs are all important in this game. That's full container loads to you and me.
22:55There's a formula where you order enough to fill the container. And when you say fill, it means fill. You can't get a milk bottle top in some of the containers. You can't sell fresh air.
23:06I'm sure you've probably tried it at some point, Chris.
23:10Space equals waste is the maxim, but this container isn't quite full. There's a mysterious missing box that warehouse boss Sean's just spotted.
23:19There's a bit of space up on top there and take a photograph of. We pay to have a container filled fully, and if the container isn't filled fully, then we have to go back to the supplier and say that this wasn't filled to what we paid for, essentially, and then we get a charge back on that.
23:33We need to make sure we get the right amount of products for what we order, and if anything is missing, that can have a knock-on effect to our profit margins.
23:39A big part of the business is seasonal selling, where goods are in higher demand at certain times of the year, and are often tied to holidays, whether patterns, seasons, or events in the calendar, such as Valentine's Day.
23:53Although this shipment is more about frights than romantic delights.
23:57This is seasonal stuff. It's Halloween stuff, so we have some Halloween doors, tombstone garden sticks, so this is a seasonal container for the, well, Halloween, obviously.
24:07The lads are on the clock. There's a warehouse rule that any delays, the business pays, so they're not hanging about. And there's another reason things are being offloaded quickly.
24:19They could get an extra 15-minute cigarette break if they want to.
24:22No wonder they've got a spring in their step.
24:25Who doesn't want an extra break?
24:27And this load gets sorted with more than half an hour to spare. Mission accomplished, boys.
24:32Coming up, Simon reveals his secrets to snagging shoppers.
24:39He's what's known as a shopper stopper. They see the price of it, pick up, they'll go inside. This is the eye-catcher.
24:46Shop manager Renata has to deal with a crisis.
24:49Where's my delivery? Delivery is late. Everything is good. Put it back.
24:53And the treasure chest is filled with booty. That's your breakfast tomorrow, that. Well, it's somebody's.
25:00The UK high streets are full of disgruntled shoppers, peeved at price rises.
25:13I don't think the supermarkets offer much value for money.
25:17Prices, they're just going up and up and up.
25:19Expensive. Too expensive.
25:21Literally everything that you buy has gone up massively.
25:24But there's a booming disruptor discount store that's shaking things up.
25:31It's just gone from no shops at the moment. We're on about 120 shops.
25:35And one of those shops is about to get a visit.
25:38Because Chris Edwards, boss of new kid on the discount block one beyond,
25:43is heading to the outskirts of Leeds to catch up with one of his managers, Renata,
25:48who's checking out a new product line that's just come in.
25:51Designer dog blankets, anyone?
25:52Look at that.
25:55Lovely little blanket.
25:57Look at that. Christian dog.
25:59It's funny. That's the thing. It's funny.
26:02It's just, you know, something different.
26:04So, yeah, I think they will sell.
26:09Renata came to the UK from Poland 16 years ago.
26:13I go to this country without even speaking English.
26:16And I make my way up. I start as a Christmas tent.
26:19I've been six years manager in Fan World and now six years on this one, one beyond.
26:26Yes. I want to be the boss.
26:28What is your best seller?
26:30Chewing gum. Everyone wants to have a, you know, fresh breath.
26:34So popular is Renata that customers even bring in photos of their cats to show her.
26:44Oh, nice. Thank you for showing me.
26:47See you.
26:48See you later, though.
26:50See, customers like to share stuff.
26:53Sometimes it's just the company for chat.
26:56You know, what makes people happy.
26:59So having lived in Yorkshire for 16 years, does the old cliche of the locals being difficult to price from their pounds ring true?
27:08Yorkshire man, yeah, they are definitely, you know, like a general, you know, if they don't have to spend it, they will not spend it.
27:15And they will be counting every penny.
27:17And that includes hubby Dave.
27:20He's tied my day. Oh, my God, he's going to be mad for a while.
27:24But if you don't have to spend it, he will not spend it.
27:27Sorry, Dave.
27:30Renata's good mood might not last because there's a problem in the shop.
27:36Several of the shelves are bare.
27:38The boss is on his way and the lorry that's bringing fresh supplies is running late.
27:43Where's my deliveries?
27:45Delivery is late.
27:47Everything gets put back.
27:49So that's the annoying part.
27:51But then it's rush, rush, rush next day.
27:53Retail. All joy.
27:55Let's hope the delivery arrives before the boss does.
27:57I know he's a boss, I know he's a big boss, but no, we're not nervous, no.
28:02We're ready for it.
28:04That's fighting talk, Renata.
28:07Greengrocer Simon Fishwick never has an empty shelf.
28:11But that's because he does most of the supply runs himself.
28:15It's 6.45am and having stocked up his van and his stomach at the wholesalers,
28:20he's headed to load up his shop, the Greenberry.
28:23The Greenberry is actually a play on words.
28:25I completed the Arduous Royal Marine training course down at Limster to be awarded the coveted Green Beret.
28:34So he built a strapline to go with it called Froome Veg on Parade.
28:38It's still run very much to a military position, right down to this morning's execution of getting up on time,
28:44getting down to the produce centre.
28:46So it's pretty much like an extension of my military time unserved, which obviously does make me chuckle.
28:52We've arrived safely at Wakefield.
28:57Where's Yorkshire? Off we go.
29:00We'll start getting set up and getting things ready.
29:04Nice empty barra. Get it all topped up.
29:09And just start filling up now, little bits and pieces.
29:15Getting it all set up so it's looking on point and ready for customers coming through the door.
29:19Nice bit of citrus and ruby grapefruit.
29:22Nice bit of banana.
29:24A nice bit of navel orange.
29:25Simon's mantra is, be vocal about local.
29:30And he's proud of the fact that most of his produce is from local suppliers.
29:34Nice bit of British tomato. East Yorkshire.
29:37Barda. Lovely brand.
29:39From field to fork. We're talking less than a hundred mile.
29:42Which I think is really good.
29:44The outside of the shop is where Simon puts his most eye-catching fruit that he sells for a quid.
29:50So this morning's nectarine is a little pound line.
29:53A little pound pick-up line.
29:55This is what's known as a shopper stopper.
29:57Where the customers are walking armlessly up and down the eye street.
30:00They see something that catches the eye.
30:02It just kind of stops them in the tracks and think, oh, looks a bit different.
30:05And then they see the price of it pick up.
30:08They'll go inside and they may pick one or two other little bits up.
30:11But this is the eye-catcher.
30:13This is where we want to be.
30:14It's got to look appeal. It's got to look presentable.
30:16We've got the lemons going out at 20p each.
30:19Six for a pound.
30:21And absolutely, you know what we say, cock on, beautiful.
30:25Again, another little shopper stopper out there.
30:27What did he say this morning?
30:28It's as big as an elephant's head.
30:30So that's what we'll go with.
30:32As big as an elephant's head.
30:33If the shopper stopper does what it's intended to do.
30:38And customers step inside.
30:40There's a good chance they'll buy more produce.
30:43And that raises the all-important ABS.
30:45That's average basket spend to you and me.
30:48If they're buying the potatoes or they're getting some banana.
30:50And the other two other bits.
30:52It will raise their average basket spend.
30:53And Simon has a couple more psychological selling tricks to get customers to part with their cash.
31:01So obviously we've got different colours attracting different things on the eye line.
31:05We do call it a sensory shopping.
31:07But as they're coming in, they can see a different variation on colour right the way throughout the shop.
31:12And that's the way it's laid out.
31:13Another term that we use in the retail industry is eye line by line.
31:18And this applies to pretty much every shop.
31:20It's to catch the customer's eye.
31:21I always put my best lines at eye level because that's the catchment area for the customer.
31:26So as they've come in the shop and they've gone round.
31:28As they're coming along, they can just pick up some strawberries and they can come straight to the till and buy them.
31:32They're not having to bend down, they're not looking above and below.
31:35They're straight at eye level and they're picking up and they're away they go.
31:39With the eye line by line in place and shopper stopper sorted.
31:43Simon's all set.
31:45So today looks quite good.
31:46We've got the weather.
31:48We've got the stock.
31:49We've got the smile.
31:50Off we go.
31:56Back in Wigan, Zara's earmarked returns are about to become treasure chest items.
32:02And today Portuguese picker and packer Castro is on his first chest assignment.
32:07The box should be full.
32:08We want it absolutely full of stuff.
32:10It's a bit of everything.
32:11And at least one premium item that might be worth probably £50 or more we put in there.
32:17The whole idea being that the box by the end is worth over £100.
32:20OK.
32:21Makes sense.
32:23The treasure chests are sold for just £30, so you get a lot of bang for your buck.
32:27You make a box.
32:28I'll guide you if you need guiding.
32:30OK.
32:31I'll make a box.
32:32Let's see who makes a better box.
32:33Sounds good to me.
32:34They should both be brilliant.
32:35Yeah.
32:36Mine is probably going to be better, obviously.
32:38Obst.
32:39Right, let's go.
32:40I'm actually going to start on this side.
32:41Go on.
32:42Don't copy me.
32:43No, I'll try not to.
32:44So we condense all of our treasure chest stock into two aisles.
32:48The guys who are making the boxes, they know they can take anything from here.
32:51There's no kind of rules.
32:52Just take it, fill the box, make sure it's worth over £100 and on to the next one.
32:58The names are recognisable premium names.
33:00That's probably, I don't know, £3.50-ish, I guess, in the shop.
33:05So straight in there.
33:07Already that's 10% of the value of the £30 the customer spends.
33:12Some of the products that go into the treasure chests have damaged or imperfect packaging
33:17or have been returned by customers as incorrect orders.
33:20We don't want to throw anything away.
33:22If something's been opened, so that was once upon a time a full case,
33:25it's now only 11 cans, not 12.
33:28We can't sell it as 12.
33:29We don't want to throw it away.
33:31We do check everything pretty stringently, that it's not been opened.
33:35So anything that's been opened, we wouldn't put in here.
33:37If we didn't do this, we'd have a mountain of returns, floor to ceiling.
33:40Ooh, some lucky so-and-so's getting one of those pies in a tin.
33:44That's your breakfast tomorrow, that.
33:46Well, it's somebody's.
33:49Size of that branded candle.
33:51I think that's 30-odd quid retail.
33:54Straight away, that's paid for the order for whoever's getting this.
33:58If only we knew someone who liked candles.
34:01Mini eggs. Who doesn't like mini eggs?
34:05Castro's putting some crowd pleasers in his box.
34:08Some beer, some pop, some snacks, some sweets.
34:13He's going quicker than me.
34:14That's why he's warehouse and I'm office, because he's quicker.
34:17Pop a few in here.
34:19That's two for later on, for yours truly.
34:26Perk of the job, that.
34:28Feels like a flaky policy.
34:31Like all the limited time offers, the treasure chests are a loss leader to attract custom.
34:37It's not a profitable exercise for the company at 30 quid.
34:41You can see what's in here.
34:42It costs us a lot more than 30 quid, but it's happy customers getting value.
34:46And turning a mountain of returns into space and value for the customer.
34:51The beauty is as well that these appeal to everyone.
34:54You know, whether you're struggling trying to feed the kids or whatever,
34:59or whether you've got a few quid in the bank.
35:01Who doesn't love a bargain?
35:03And what is guaranteed with these is there is going to be a bargain in your box.
35:08And that's my box done.
35:10You're so tidy and mine's so messy.
35:13The first time I've actually hands-on made one of these,
35:17and you know, it is a big box.
35:19I'm actually shocked at how much stuff we put in there.
35:21I might have to put the price up now.
35:23And yours was absolutely pristine.
35:29Thanks, bro.
35:32Castro's box is a winner.
35:34But it won't be hanging around to be admired,
35:36as Wayne's about to make the mystery boxes live on the website.
35:40So this is where the magic happens.
35:43Putting them on the homepage right now.
35:4535 in stock.
35:47Usually when we put these back on,
35:49we get our first sale within a matter of sometimes seconds.
35:53On a bad day, it would take five minutes.
35:56And there we go.
35:58I'll tell you what I'll do.
35:59I'm going to write it down how many I think will be left
36:01when I come back from the meeting.
36:03Next time I sit in this chair, there'll be zero remaining.
36:06Coming up, Simon takes on the Supers.
36:12A competition is straight across the road,
36:14so really you've got to really make sure you're looking sharp.
36:17And you've got to be on point.
36:18Because if not, they'll simply just walk past
36:20and they'll carry on walking.
36:22Chris arrives to find a shelf shocker.
36:24There's empty shelves.
36:25You can't sell from an empty shelf.
36:27And will Cheryl's discount dreams come true?
36:31Oh, oh, oh, oh!
36:32Ah, don't stress me out!
36:34The boss of discount store One Beyond, Chris Edwards,
36:44is on his way to check out one of his stores,
36:46run by manager Renata.
36:49She's been waiting for a big delivery,
36:53so she can restock the shelves before the boss arrives
36:55and sees them empty.
36:58Where's my deliveries?
37:01But after a stressful wait...
37:03Oh, yeah, yeah, yeah, we'll have delivery!
37:06Delivery!
37:08Yeah, happy day!
37:10How are you?
37:11Massive. Massive.
37:12Oh, no.
37:14I'm on, Tom.
37:15I can avoid you if you need me.
37:17No, get me on.
37:18Oh, you want to be on?
37:21Well, all right, I've lost a bit of weight for this.
37:23Have you been waiting long?
37:27Yeah.
37:28I can't hear as quick as I could.
37:33The delivery has arrived in the nick of time,
37:35as look who's just rocked up,
37:37and he might be on the warpath.
37:39I don't really throw my weight about like I used to,
37:41but as I've walked in, I realise there's empty shelves.
37:44You can't sell from an empty shelf,
37:46but I know there's a delivery coming,
37:48so I can't criticise.
37:50They'll be stocking up shortly, but I'll just have a look anyway.
37:54One of the key selling strategies is section selling.
37:57Like, we're looking here now, there's an air care section,
38:00all the toiletries, and then you can get a multi-buy from it.
38:03A multi-buy would be, well, they might want a nail brush,
38:05a bat brush, a pedicure set, it's all the same,
38:08and they're all, well, I'm here, I love that, I love that.
38:11So we try to look for not just one-off purchases,
38:14we try and get multi-buys out of a section if we can.
38:17There's sections for everything.
38:20This store is running a special summer
38:22kit-out-your-kid-for-four-quid promotion.
38:24We've got one size baseball cap,
38:27get a pair of sunglasses and flip-flops,
38:29all for the price of four quid altogether.
38:32So you can kit your kid up for four quid.
38:35It can't be bad, can it?
38:37But missing stock once again catches Chris's eye.
38:40You don't like to see empty shelves, but the manager's very, very good.
38:43Hi.
38:44Hi.
38:45I've been looking for you.
38:46I've been looking for me.
38:47I'm here for you.
38:49I've been praising you about the shop, by the way.
38:51Oh, that's good.
38:52You know what's going to happen now is, what about that fair rise?
38:54How long have you worked for it now?
38:58A lot of years.
38:59Lots of years, yeah.
39:00You're like this.
39:03It's all hands on deck to empty the container.
39:09Richard, the driver...
39:12Hi, see you later.
39:13..hits the road,
39:15and the store is restocked ASAP.
39:19The boss is a happy man.
39:21The staff we've got do work hard
39:22to keep this level of presentation without a doubt.
39:25..and Renata's pulled it out of the bag.
39:27I'm going to give her nine out of ten.
39:28Ah, it's good, it's good. I'm all right at that.
39:30And I'm going to tell her in a couple of weeks I'll come back
39:32and I bet she tries for ten.
39:34I bet she does.
39:35Try me.
39:37Right, then. See you later.
39:39I'm excited.
39:40See you.
39:41Renata can finally relax.
39:49But for greengrocer Simon in Yorkshire, it's crunch time.
39:53He's ripe and ready to start selling.
39:56But there's one last thing he wants to do,
39:58and that's eye up the competition.
40:00The supermarket is just a few metres from the shop.
40:04A competition is straight across the road,
40:06so really you've got to really make sure you're looking sharp,
40:08and you've got to be on point.
40:10Because if not, they'll simply just walk past
40:12and they'll carry on walking.
40:14Simon heads over to have a nosey at what's on offer.
40:17I've just popped across the road,
40:18to see where we are with it in terms of price and that.
40:20And actually today, we're a lot better.
40:22We're a lot sharper.
40:23We're best dressed.
40:24Let's see if I can tempt him in with my bargains today,
40:26and off we go from there.
40:28One of his first customers of the day is Sandra,
40:31who's a regular.
40:33Good morning, Sandra.
40:34Morning, Sandra.
40:35What would you like, Sandra, this morning?
40:36I would like two avocados, please.
40:39And four apricots.
40:41Nice and firm as well.
40:42Lovely.
40:43Lovely.
40:44And some of those lovely strawberries.
40:46Beautiful.
40:47Am I allowed?
40:48Can I have four for 50p?
40:49Yeah, yeah.
40:50For you, yes.
40:51I'll put you one extra in.
40:53Oh, thank you.
40:54Just feel that, Sandra.
40:55Just one minute.
40:56What's it filled with?
40:57Filled with love.
40:58Love.
40:59Oh, he's got the patta, as well as the produce.
41:02Simon's doing a brisk trade.
41:04I do love avocado,
41:06and in supermarkets they can get quite expensive.
41:09So now we can see here that a pack of two is one pound.
41:13The reason that I shop here,
41:14as opposed to the supermarket that's in the town,
41:17is because their produce, the majority of it, is pre-packed.
41:24I like to be able to actually pick the goods up
41:28and have a look at them and make sure that they're OK,
41:31so when I get them home,
41:33I'm not going to be disappointed with my purchase.
41:35Afternoon, young man.
41:36You all right?
41:37Afternoon.
41:38And Simon's Shopper Stopper display has worked its magic.
41:41It looked amazing with the strawberries outside,
41:44the oranges, the avocados.
41:46It just grabbed me as I was walking past,
41:48and it made me just want to come in and have a look.
41:52Hiya, Barbara. You all right, my love?
41:54Yes, I'm fine.
41:55Yeah, I've got everything I need.
41:56Lovely.
41:57And thank goodness that you do half a cucumber,
41:59and you don't have to buy a full one and throw half away.
42:02And that's the best thing about this type of shop.
42:05You don't have to have a big bag of carrots.
42:10You can just pick up a couple.
42:12So much food wasted when you go to supermarkets.
42:15When you come to a local small business,
42:18you can pick whatever you want in small amounts.
42:22Simon was a Royal Marines Commando in a previous life,
42:26and still proudly wears his green beret from time to time.
42:29I see what you did with the name, Simon. Very good.
42:32One of the staff actually put a little montage together
42:34of the green beret fruit and veg on parade.
42:36They've gone for a quite reddish shade of green.
42:39And above there is the picture
42:41where I was awarded the military parachute wings.
42:43I'm very proud of little things like this.
42:45It's always a nice little conversation opener
42:47where customers will see all the military insignia throughout the shop,
42:50and it really is a good, nice little talking point,
42:52especially with veterans.
42:53So I'm very proud of little things of this nature.
42:55We salute you, Simon, Mr Shopper Stopper.
42:59Do you know what I'm going to get today?
43:05I've been trying to get a treasure chest for ages and ages on Discount Dragon.
43:10Back down in Bedfordshire, Cheryl loves her iced coffee,
43:14as well as bargain website Discount Dragon.
43:18This is the best on a hot day.
43:20But she's yet to get her hands on one of their elusive treasure chests.
43:24Mystery £30 boxes filled with over £100 worth of products.
43:28The treasure chest is basically like a unicorn.
43:32Like, a unicorn is so rare.
43:34Like, who's seen one? Who has one?
43:36And it's like the mystery box. It's a unicorn.
43:38What is it? Who knows?
43:40I'm going to go on the website.
43:42I've been trying to get this treasure chest five, six, seven, eight.
43:45I've lost count of the amount of times I've been trying to do it.
43:48I know that there's going to be some amazing bargains in there,
43:51because, I mean, it's like for £30, for £100 worth of stuff.
43:54And I love a bargain. I love a mystery.
43:57And I know that it's going to be stuff that I'm absolutely going to use,
44:00which is why I'm so obsessed with trying to get one.
44:02So, we're looking for the mystery box.
44:05Fingers crossed.
44:07Oh! Oh, oh, oh, oh! Hang on.
44:10Treasure chest mystery... Add. Oh, so I can add it.
44:13Oh, add, add, add, add, add, add. This is exciting.
44:16Right, let me go to my basket.
44:18Save £70. That's crazy.
44:21And I need to get a text from my phone.
44:24What is sure to make Cheryl's big moment run smoothly
44:27is the presence of a TV crew.
44:30No, don't stress me out. Don't stress me out.
44:34Processing. Please work this time.
44:36Yes, pay now.
44:38Ooh, ooh, ooh.
44:40Getting all hot and flustered at the idea that I might actually get something for once.
44:43Orders being processed. They said this a minute ago.
44:46Yay! Thank you, Cheryl. Thank you, Discount Dragon.
44:49I'm going to get a pass.
44:52Unicorn secured. But what could it be?
44:55It's all in the name, isn't it? A mystery.
44:57What am I going to get? I do not know.
44:59It's going to be definitely the obvious bits,
45:00and I think there'll definitely be a few random little surprises
45:03that I would not have ever thought of.
45:05And hopefully the box is going to be big.
45:07No pressure.
45:09But over at Discount Dragon HQ,
45:12checking the size of the box is not priority number one.
45:16First thing I want to do is check my prediction on treasure chests.
45:20Drum roll, Wayne. How many have you got left?
45:23I'm going to refresh my screen.
45:25Let's see if my prediction of zero is right.
45:28So you can see here, there's my screen.
45:30Pre-meeting, 32 in stock.
45:32Let's refresh.
45:34Let's see how popular these treasure chests really are.
45:38Oh, there we go.
45:41Gone like discount hotcakes.
45:44But will the £30 treasure chest live up to Cheryl's hopes and dreams?
45:48A couple of days ago, I received my mystery box,
45:51which I managed to order from Discount Tracker,
45:53which I was really excited about.
45:54I have no idea what's going to be inside this,
45:57so I'm quite excited.
45:59Come on, then. Let's see the treasures.
46:01Look at all this. This is exciting.
46:03Look, Pringles and my teddies. This is crazy.
46:07Oh my goodness. Wow.
46:10So what's the verdict, Cheryl?
46:12That is amazing.
46:13I don't know how you do it and actually make money,
46:15but that's cool.
46:17So thank you. Mwah.
46:19I'm not too sure if there'll be any kisses,
46:23but there will be some iced fingers,
46:25but will there be a Hollywood handshake attached to them?
46:28It's the big final of The Great British Bake Off.
46:30That's tomorrow night at eights,
46:31and it was the start of Tom Daly's brand-new show yesterday.
46:33Cloaks off, tank tops on,
46:35in Game of Wool, Britain's best knitter, available to stream now.
46:38Next out, it's the final Hunted.
46:41.
46:45.
46:47.
46:48.
46:49.
46:50.
46:51.
46:52.
46:53.
46:54.
46:55.
46:56.
46:57.
46:58.
46:59.
47:00.
47:01.
47:02.
47:03.
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