IGA Blairgowrie

Store ReviewChris Wadds, Sally Bernal,Kiah Nicholson, EmmaTravers, Kate LawsonRelative valueFamily-run supermarket celebrates national awardIn a day and age where corporatetakeovers and high staff turnover outletsare becoming almost the norm, a smallVictorian supermarket is proving that thegood old-fashioned family business builton good old-fashioned values is still verymuch alive and kicking.Indeed, the Blairgowrie IGA X-press hasjust beaten a host of well-established andwell-run stores from across the country tobe named the 2009 IGA X-press NationalRetailer of the Year. It’s an incredibleachievement for owner Wal Bernal, hiswife Sally, their two very-much-involveddaughters, and the close-knit team thatruns the bustling store on the scenicMornington Peninsula.Not surprisingly, Wal is over the moon.“It was quite something when we wonthe State competition a while back,” hesaid. “But to win the national competition… well we are just thrilled to bits.”Customer service…. and ongoingsuccessWal is quick to pay tribute to his hardworkingfamily and staff for rising to thechallenge but is adamant that the secret tothe store’s success is not really that muchof a secret.“It’s simply about endeavouring to deliverservices in accordance with the customer’sneeds,” he said. “It may sound obviousbut it is the basic things that are oftenneglected and they make all the difference.”Wal, who has owned the Blairgowrie storefor nearly 20 years, is also very proud of theoutlet’s award-winning fresh department,which he says is absolutely critical to itsongoing success.“We have high quality fruit and vegetablesand we work hard to display them well andpresent them well,” he said. “We don’t keepour stock in refrigerated units … we want itall fresh and to be seen to be so … and ourisland display helps to draws customersin, and then they often go on to buy othergoods.”The Blairgowrie IGA X-press is locatedin what Wal describes as an old-fashionedAustralian shopping street overlooking themagnificent Port Phillip Bay. The area is apopular weekend getaway for Melbourneresidents and many also own holidayhomes here. It means that Wal has toskillfully select his range to cater to therequirements of both holidaymakers andlocal customers.“Of course, they do have differentdemands but there are also the staples …they all want bread and milk,” said Wal. “Wemay not have the same range that a bigsupermarket has but we feel like we havegot most bases covered … so even if wecan’t give certain customers the particularproduct or particular brand they want, wecan at least offer them an alternative.”The Blairgowrie store, which is less than500 square metres in size, boasts gourmetfood options, as well as traditional groceryitems, confectionery and cigarettes.Indeed, the CEO of IGA Distribution, LouJardin, describes Blairgowrie IGA X-pressas the perfect example of a lifestyle store.“It offers its customers meal solutions,health alternatives, gourmet inspirationand quality merchandising,” Mr Jardin said.“And its grocery department offers all thehome brand favourites, while encouragingcustomers to try new and gourmet lines atevery opportunity.”The store also includes an extensiveliquor department which is separate fromthe main shop.“As well as the usual range of beersand wines, we have a nice selection ofMornington Peninsula wines as the areais getting quite a good reputation forits wines,” said Wal. “We also stock a8www.c-store.com.au | C&I | October 2009

good range of French wines, especiallyChampagnes, which go down well.”Holidays & seasonalityBeing situated very much in the heartof a holiday area, the Blairgowriestore is, of course, very seasonal.“In many ways it really is like two differentstores depending on the time of year,” saidWal. “You often get three times as manycustomers through the door on a busysummer’s day as you would during thewinter.”During the busy months of Decemberand January, Wal naturally needs to expandhis staff by employing casuals to copewith the holiday influx. While the store isopen from 8am-8pm seven days a week inthe summer, it is open from 8.30am-6pmMonday to Thursday and 8am-7pm Fridayand Saturday in the quieter months, andfrom 8am-5pm on Sundays.“It really is a highly seasonal businessbut over the years you just becomeaccustomed to it and you deal with it,” Walsaid. “Obviously in the off season, your staffwill take their holidays and then, as soon asthe AFL Grand Final is over in Septemberand the first visitors begin appearing, youstart gearing up again.”In the two decades that Wal and wifeSally have run the store, they have mademany changes and expanded both thetrading and storage areas many times. Theyhave also overseen the introduction of suchfeatures as air conditioning, electronicdoors, a sound system and customerfriendlycheckout screens.However, back in those early years, itwas a steep learning curve for Wal – whogave up a career as a schoolteacher to takeover the store – and for Sally, who gave upa hairdressing business.“I loved teaching and the day I resignedwas one of the saddest days of my life,” saidWal, who just felt he was ready for a newchallenge and a new career. “But, on theother hand, taking the keys to the shop wasone of the happiest.”Right from the start, Wal and Sally weredetermined to make a go of their newventure and they loved what they did.“We were a good team then and we stillare now,” said Wal. “I had absolute faiththat we would make it work because we hadthe right attitude and we both wanted totake the business from where it was thento where it is now … although I must sayI never dreamt we could win a nationalaward.”The couple’s two daughters, Emma andKate, of course grew up around the shopand although both are now married withchildren of their own, they still live locallyand are heavily involved in the running ofthe store.“We all get on tremendously well andwork very well together,” said Wal. “This isvery much a family-run business and wealso have three or four core members ofstaff who have been with us so long thatthey are like extended family members aswell.One of these ‘extended family members’is Store Manager Kiah Nicholson, whostarted as a casual member of staff as aschoolgirl 15 years ago and then, aftergoing off to university, came back to takeon a more senior role. Her contribution isgreatly valued by the Bernal family.The secret to successClearly then, the Blairgowrie store is anincredibly happy place to work and a happyplace for customers to shop. Even after somany years, Wal treasures the time he canspend with his customers offering adviceand sharing a joke.“We are very much part of the communityhere,” he said. “Not only as a place wherepeople come to shop but we also try to putsomething back and give to local causesand charities.”Wal’s enthusiasm and love for what hedoes is infectious.“This may be our livelihood but in manyways it is also our hobby,“ he smiles. “Sallyand I love good food and wine and we lovedealing with our customers and having abit of fun with them ... and so that makescoming to work easy.”Nonetheless, Wal is gradually scalingTell us about your storeand what makes it special.back his involvement in the business thathe helped to build and hopes that one dayhis daughters will take over the running ofthe family store. But that doesn’t mean hehas stopped planning ways to improve it.“We are always thinking of the future,”he said. “We have run out of land so thereare no more extensions in the pipeline butwe never stop looking for ways to makeimprovements, to tweak things here andthere, and to keep finding ways to lift sales… that should never stop.”And that, perhaps, is the real secret tosuccess.Include some images and send tomagazine@c-store.com.auOctober 2009 | C&I | www.c-store.com.au 9