Maximizing Sales with Temporary Event Notices: A Practical Guide for Convenience Stores
14th December, 2023
As a convenience store owner, you know that competition is fierce. With big box stores and online retailers dominating the market, it can be challenging to attract customers and increase sales.
However, one often overlooked strategy is utilising temporary event notices or TENs. These permissions allow you to host events and promotions that can bring in new customers and boost sales by extending the times during which you can sell alcohol.
In this guide, we’ll discuss how to effectively use temporary event notices to maximise your sales.
What is a Temporary Event Notice?
Before we dive into the strategies, let’s first define what temporary event notices are. These permissions are a legal provision that allows businesses, including convenience stores, to conduct licensable activities temporarily for an extended period. This includes selling alcohol, providing entertainment, or serving hot food late at night. The flexibility of the temporary events notice makes them an ideal tool for boosting sales during special events.
They can also be used by premises that don’t have a permanent permission to sell alcohol.
- Duration: Valid for short periods, usually not exceeding 168 hours.
- Capacity: Applicable for events with no more than 500 people at a time.
- Limitations: A premises can use a limited number of temporary event notices per year.
- Notice Period: You must apply at least 10 working days before the event.
Strategic Utilisation of TENs
The key to leveraging temporary event notices effectively lies in identifying the right opportunities and preparing thoroughly for them. TENs must be tied to an event so it’s important to have that in mind when making an application. As an example, national events like the Olympics would be appropriate but so would small local events. And there is nothing stopping store owners from organising their own events.
One of the most effective ways to use temporary event notices is by hosting in-store events. By offering something unique and exciting, and which is a genuine ‘ event ‘ you can attract new customers and keep them in your store longer, increasing the chances of making a sale.
To make your in-store events even more appealing, consider partnering with local good causes or. This collaboration can help create a sense of community and encourage customers to explore the event.
Another way to utilise temporary event notices is by collaborating with other local businesses. By working together, you can cross-promote each other’s businesses and attract a larger crowd at your event. Plus, it’s an excellent opportunity to build relationships with other business owners in your community.
Consider reaching out to local organisations, such as schools or community centres, to discuss potential partnerships for events or promotions. By involving the wider community, you can expand your reach and engage with a diverse customer base.
Preparation involves ensuring timely application for the temporary event notice and conducting a thorough compliance check to align with all legal requirements and safety measures. Enhancing customer experience during the TEN period can involve themed sales aligned with the event.
Legal Considerations and Compliance
Navigating the legal landscape is crucial when applying for a temporary event notice. For stores planning to sell alcohol beyond usual hours, it is important to ensure this aligns with existing licensing conditions. Additionally, being mindful of the potential for nuisance , particularly for events in residential areas. A proactive approach involves engaging with the Local Authorities and coordinating with the Police.
Temporary event notices can be a powerful tool for convenience store owners looking to increase sales and attract new customers. Early planning for the application and event strategy is crucial. Additionally, consulting with a licensing law specialist can provide valuable insights and ensure legal compliance, maximising the impact of the temporary event notice.
Interested in harnessing the power of Temporary Event Notices for your convenience store? Contact one of our experienced licensing lawyers to find out how we can assist you.
Please note that this briefing is designed to be informative, not advisory and represents our understanding of English law and practice as at the date indicated. We would always recommend that you should seek specific guidance on any particular legal issue.
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