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10 TUESDAY, APRIL 19, 2016 LEICESTER MERCURY
LDM-E01-S4 LM03 10 11 LDM-E01-S4 LM03
BUSINESS AWARDS Like us on FacebookF a c e b o o k . c o m / l e i c e s t e r m e rc u r y
Sales and Marketing Award
Sponsor’s message
❝The standard of nominations is extremely highand we have found judging the submissions to
be both interesting and challenging. As a Leicestershire-based business Dalys are very proud to again have theopportunity to sponsor this category
Peter Daly, Managing Director Dalys Systems
Narborough HallNARBOROUGH Hall is thekind of gift shop people re-member. So much so thatcustomers from as far afieldas Oxford, Birmingham andeven Edinburgh keep com-ing back.
Simon Edwards, who co-owns Narborough Hall withhis wife Sophie, thinkstheir success is down tocreating a retail destinationand a unique shopping ex-perience for people whowant an alternative to well-known high street stores.
All its products are hand-picked to offer a broad andunique selection of gifts.
This has helped the storeestablish itself as a destina-tion shopping venue.
Simon and Sophie haveworked hard to put Narbor-ough Hall firmly on the retailmap.
In addition to PR, socialmedia and advertising initi-
atives, Narborough Hall reg-ularly hosts customerevents. One of its most suc-cessful is its annual Christ-mas preview evenings.
Sophie and Simon say thisis the perfect opportunity toshowcase their winter col-lection before most peoplehave begun to think about
Christmas. Last year, morethan 1,000 people visitedduring the preview eveningsand average basket valueincreased significantly.
Narborough Hall used a‘Spend and Save’ p ro m o t i o nto increase customer spendand encourage customersto return.
PICTURE: MIKE SEWELL
UNIQUE PLACE: Simon and Sophie at Narborough Hall
Town & Country Petfoods
Taurus Health & Fitness
TOWN & Country Petfoodshas worked hard to differ-entiate its HiLife brand fromlarger rivals such as MarsGroup and Nestle, whobetween them account formore than half the UK mar-ket.
The Melton-based com-pany said it focuses its mar-keting on criteria includingquality, palatability – dogsand cats must love it – de -livering a strong retailermargin and its ability toachieve a good marketshare, so retailers continueto stock it.
To stand out on the shelf,HiLife is displayed in highquality packaging, withpowerful, colourful andinnovative designs.
The company also createproducts and ranges forspecific market sectorssuch as dedicated lines forpet specialist outlets anddiscount supermarkets.
Town & Country Petfoodswas the first nationally-dis-tributed pet food brand todevelop a range of goodquality products, attract-ively packaged but compet-itively priced, for the specif-
ic needs of discount outlets– a previously-overlookedchannel for pet food distri-bution.
It now supplies low-priceretailers including Pound-land, Home Bargain andB&M Bargains.
Town & Country Petfoodsis a family-run business
based in Melton Mowbray.It was established in 1974
by John Parkinson, who re-mains chairman, with hissons Tony and Peter run-ning the business day-to-d a y.
The company employsaround 20 people at itsMelton headquarters.
TAURUS Health & Fitness isa family business, estab-lished in March 2007.
From its shop in Leicesterand its website, it offerssports nutrition, vitamins,health foods andsportswear to a nationwidecustomer base.
With online competitiongetting fiercer, the companyhas made huge efforts toprotect its web sales by us-ing social media to send outthe latest, most competitiveoffers and ensuring it isalways very competitive onprice. Service is also a bigpart of its proposition.
In its submission for theawards, the company said:“This is a big selling pointfor us, as people like to askfor advice where they can'tdo that online.
“Against the other shops,
we use a lot of professionalphotography to highlightour range as we have thewidest in Leicester.
“It is currently a price-driven market, so we monit-or our prices against ourcompetitors and if needsbe, lower them.”
To ensure customers are
TAKING LEAD ROLES: Town marketing officer Gayle Easonand marketing director Peter Parkinson
aware of the level of serviceit offers, especially in itsstore, Taurus focuses onquality and service – as op-posed to price – in its radioand social media advert-ising.
It said its customer reten-tion is a lot higher as a dir-ect result.
FOUNDER:PuneetKumar
AWARDS 2016
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