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1 Coventry University Coventry University Repository for the Virtual Environment (CURVE) Author name: Tyrrell, J. Title: The role of small convenience stores in building neighbourhood community Article & version: Presented version (unpublished paper) Original citation & hyperlink: Tyrrell, J. (2010, November). The role of small convenience stores in building neighbourhood community. Paper presented at the Institute of Social Marketing annual Conference, held at the Open University Business School, Milton Keynes, UK. Please note this document contains a copy of the author s paper, followed by the presentation slides. Copyright and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders. Available in the CURVE Research Collection: May

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7 The Role of Small Convenience Stores in Building Neighbourhood Community Julia Tyrrell U/G Programme Manager Marketing & Advertising Dept.

8 Introduction Big debate in sociological/urban studies literature: cohesion amongst residents is key to healthy societies & communities Draws on Robert Putnam s work in USA Cornerstone of UK government policy in last 13 years Current government also committed to the value of community

9 Benefits of Maintaining Community Socially connected people live longer (Putnam, 2000) Sense of community is vital to human functioning (Sarason, 1974) Community attachment associated with mental health (O Brien et al, 1994) Crime rate in neighbourhoods goes down when neighbours know one another (Putnam & Feldstein, 2003)

10 How can small convenience stores help? Independent small shops provide a sense of location..and have often been identified with ways of life and social and community infrastructures (Smith & Sparks, 2000) Can provide social glue

11 Small Retailers in Decline From , the number of small independent retailers in UK declined by almost 40% (Lang & Rayner, 2001) Now, neighbourhood convenience stores competing with dominant operators Aggressive expansion by Tesco, Sainsbury s and Co-op (Wood et al, 2006)

12 Hammersmith, West London

13 This study Builds on the small number of publications related to the social role of small convenience stores Seeks to extend current thinking about the role of small convenience stores in fostering a sense of community in urban & suburban areas in UK

14 Theoretical Framework Definitions Independent small shops: retail establishment of any organisation, but tends to be independently owned Sales of 175K pa & less than 10 FTE employees (Smith & Sparks, 2000)

15 Definitions Social cohesion & social interaction Belongingness or conectedness key ingredients for healthy communities (Putnam, 2000) Neighbourhood: concept of place or locality (Whitehead, 2003) Convenience stores vs independent retailers

16 Previous research The economic and managerial challenges facing independent retailers in Scotland (Smith & Sparks, 2000) Retail change & social exclusion (Williams & Hubbard, 2001) Effects of small retailers decline in inner city areas (Guy & Duckett, 2003) Bennison & Hines (2003) local shopping as the Cinderella of retail studies

17 Theoretical Framework Role of community pharmacies within their local neighbourhoods (Pioch & Schimdt, 2004) Role of independent retailers in rural areas as hub of social exchange (Paddison & Calderwood, 2007) Ability of small retailers to provide a social shopping experience (Baron et al, 2001)

18 Typical Rural Convenience Stores

19 Emerging Research Objectives To investigate whether the owner/managers of small convenience stores in urban areas are aware of social exchange in their shops To find out whether they believe it is important, & whether they can benefit from it

20 Methodology Exploratory, qualitative study To understand the research problem, exploratory interviews with owner/ managers of small convenience stores in urban/suburban areas

21 Data Collection Convenience sample of 8 interviews (5 to date) in suburban areas of 2 cities in the Midlands (UK) Topic areas based on Smith & Sparks (2000) research & key issues from literature Grounded methodology will be used to analyse the interview data (Strauss & Corbin, 2008)

22 Preliminary findings: nature of business Local convenience store Friendly... local convenience store...definitely friendly its here for the locals

23 Preliminary findings: definition of local neighbourhood Most respondents were able to give a clear geographical definition All round here, the local estates at the back...the odd passing trade which is a bonus Locals, and people passing through from the A45

24 Main competitors & what makes you different? All respondents quoted the major multiples, just down on the main road Better customer service Friendlier service

25 Employ local staff All respondents worked in the shop themselves, supported by local staff Knowledge of regular customers is good everyone knows one another...its a nice neighbourhood I ve only been here since April, but I ve got to know the locals well

26 Social exchange in your shop Our customers-they do like a chat Customers come in here & have a chat...everyone knows what s going on (Older customers/single parents: only trip of the day)

27 Focal point for local neighbourhood Yes I think we re a focal point, as we ve got the post office as well I think that this row of shops is a focal point..we have a lot of elderly customers who visit the chemist next door

28 Limitations Small sample Busy environments Takes ages! Interviews with owner/manger or store staff?

29 Implications Aggressive expansion of large retailers Competitive advantage UK government policy