Retailer Malcolm Williams has seen sales increase 15% since finishing a refit at his Hillcroft Service Station site in Newport, Wales.


Malcolm, who has been a prominent local businessman in the area for the past 33 years, joined Spar in December 2005. Then his trading area was just 600sq ft. The refit, completed in January, expanded the store to about 1,100sq ft.


The main reason for the work was to develop alcohol sales to better serve customer needs.


Changes included adding more multipack beers and expanding the chilled range of white wines.


Promotional activity was extended across several sub-categories to increase the value offer to customers.


The focus shifted to allow customers to buy wine deals and six-bottle offers. And an extended range of red wines helped boost sales.


Meanwhile, beer and lager stacks were added to the area in the hope that this would result in an even greater increase in basket spend.


In the store, which is managed by Jayne Rees, more room was also allocated to chilled food to cater for more transient forecourt shoppers.


The store trades under Spar’s ’neighbourhood affluent’ format. Malcolm said: "The best move I ever made was moving to Spar. The level of service I have experienced is second to none."