"I will carry the My Shop Is Your Shop banner with pride," said Edinburgh independent retailer Dennis Williams, winner of the FWD My Shop is Your Shop Gold Medal Retailer of the Year.
Now Dennis has accepted an invitation to join the FWD PR Action Group (PRAG), which organises the campaign.
He will attend the first PRAG meeting of 2008 at Stratford on Avon on January 15 at which the outline of National Independents' Week (NIW) 08 will be set down. PRAG consists of representatives from major wholesalers and suppliers in addition to retailers.
Dennis vigorously declares his support for MSYS. His store achieved an increase in sales of 10% during NIW 07 and he says the campaign makes the consumer realise that local independents offer a different level of service from the giant multiples.
"MSYS helps Linda and I to build loyalty among our customers. It helps to build relationships and customers talk about it among themselves. They and we are proud of our Gold Medal success and that our store can receive national recognition," said Dennis.
"I believe most strongly that the MSYS campaign is helping independents to maintain profile in their local communities. Those who do not participate are wasting the opportunity," he added.
He brings with him 35 years of experience in the grocery trade, 25 years of which he has put in at the 2,000sq ft Broadway Convenience Store, Oxgangs Broadway, Edinburgh, which he runs with his wife Linda.
Dennis, both of whose parents were in the trade, and Linda serve a good cross section of singles and families who appreciate their community links - they still talk about the store's high profile NIW activities, which were reported in the local media.
These included numerous samplings and tastings helped by lots of supportive suppliers, a healthy-eating 5-a-day feature with support Dennis gained from the Scottish Executive, and a big street party with the hosts providing free of charge food and drinks. Plus a charity collection raising £650.
Multiple competition is intensive. There is a Morrison's, Tesco, Co-op and Asda within close proximity of the shop. Dennis is very supportive of his Booker Premier fascia - he is a regular at the Longstone cash and carry in Edinburgh.
He and Linda are 'one of us' in the local community. Dennis chairs the management committee of the local community centre, is involved in organising events and liaises constantly with local councillors and the police on social issues.
Dennis and Linda are now busy planning their NIW activities for 2008, beginning on June 2.
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