Over the past few years, there have been many changes in the retail industry as all businesses have had to adapt to the current economic climate. For some like the Musgrave Group, the challenge of change has been met head on and it is one that they are successfully winning.

The General Manager of the Donohoe's Supermarket Group, James Masterson, spoke to the Breffni Blue Yearbook about the changes that they have made in their three stores and he explained how they are striving to meet the customers' demands.
Operating SuperValu stores in Ballyconnell and Ballinamore, Co Leitrim, along with a Centra store in Belturbet means that the Donohue Group is servicing a large customer base since the group was first established.

SuperValu has a long and distinguished history of being at the heart of building thriving and vibrant local communities in all the locations in which they operate. Through its sponsorship of the All-Ireland football championships, they bring together in true partnership two of Ireland's most community focused organisations.
The new three-year deal, also sees the Association join forces with Centra, Ireland's leading convenience brand, with stores in practically every parish across the country, who will sponsor the All-Ireland hurling championships.
"We are now a national sponsor, but that does not stop us from helping out at local level and we have given donations to many clubs," said James.

The Donohue Group is very conscientious of what the customer wants and they are always looking at ways of improving their customer service. The key word for shoppers now is value for money at all times and Donohue's are glad to be in a position to keep up the quality of produce at competitive prices.
Being located so close to the border, Donohue's in Belturbet and Ballyconnell had to act fast when shoppers starting shopping more regularly in the north.

James said they confronted the whole cross-border shopping issue head on and the sterling price match has constantly ensured the most comprehensive range of offers throughout the store.
"There now a change in shopping patterns - people are shopping with a focus on existing offers and all new ones being initiated. Forty per cent of all products sold in 2010 in supermarkets in Ireland consisted of special offers," he revealed.
To ensure that the move with the times, the Donohue family are constantly upgrading their facilities with the latest renovation work taking place in its Centra store in Belturbet, which is expected to be completed by the end of the year.

"Every five years, the stores would receive a refurbishment and Belturbet will undergo a complete modernization. We trebled the size of the store in Ballinamore last year and we are continually looking at ways to improve both our service and our premises."
SuperValu and Centra have always prided themselves on the level of customer satisfaction that they provide and one of their main selling points is that they are at one with the people and James revealed how their friendliness can change people's lives.

"A woman rang the store in Ballinamore a number of months ago making an enquiry on behalf of her daughter, who was starting a teaching job in the town. The lady asked the girls on the desk would they know of any accommodation available in the area. So, the girls checked the notice board and found two places available. They then gave the details to the lady and thought nothing more of it.
"However, the lady rang back some weeks later to thank the girls for their help and admitted that in the meantime her daughter had received a job offer in her home time, but she declined it in order to come to Ballinamore, because the staff were so friendly.

"We are a core part of the community and regardless if someone comes in to buy a box of matches or spend €400 on shopping, everyone will be treated with the same level of service. Both Centra and SuperValu have been pro-active when it comes to dropping prices without losing any of their quality and I'm certain that the customers appreciate this.

"The value has to be there in the current climate, but the quality is equally as important and this is where SuperValu and Centra are ahead of the rest. The customers are our bread and butter and we aim to provide the service they desire."
Preparation of their own meats in the SuperValu stores has been a huge selling point as customers know that they are receiving quality produce, while fresh food is also high on the list of priorities. Each member of staff is an expert in their own field of expertise and they will only be too delighted to help with any enquiries.

"We want to provide a service that leaves the customer leaving the store, wanting to come back and shop with us. We are not getting complacent in any way and are always looking to improve in all areas. We are conscious that there is a budget coming up and we aim to combat that." Tweet

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