Shop takes the trophy

London, Leeds, and Manchester, are all renowned for swanky stores with first class service.

But now one market town shop has beaten off competition from across the country to show them how it should be done.

Dereham Boots is celebrating being crowned small store of the year out of 1,500 branches.

The shop first won best in the King's Lynn group, followed by best in the East Anglia area and was then crowned champions of the Eastern region so the branch was pitted against four other finalists, including Camden and Bridport, for the coveted small store of the year award.

And while customer service and other criteria all count towards the outcome, the Dereham team clinched it for their pharmacy work.

Manager Polly Reynolds said: “There are all these new, sexy huge stores in major shopping centres and cities so when I first heard we were nominated, I was surprised.

“We're a heartbeat store. We know our customers, a lot of staff and customers are friends and that's how it should be. We're in a town which is very community based.

“The team of staff is superb, we all work together and they all put in extra hours. They're so dedicated to providing the customers with the best possible service.

“We listen to what the customers want and are always evolving to provide that. Following suggestions we've de-cluttered aisles, added larger range of products and are now open on Sundays.

“Everyone's so pleased. Customers are even asking to have their picture taken with the cup.”

Heading up the celebrations when the winner was announced was senior dispenser Irene Reeve, who has worked at the store for 30 years.

She said: “I love my customers. I know most of their names. When we go out on deliveries sometimes we're the only people they'll see from one week to the next. It's important we're there for them.

“The staff are amazing. It's so much fun. I wouldn't have spent so much time here if it wasn't. You've got to love your job to enjoy life.”