It's strange but it's true - this nation of tea drinkers has never experienced a national celebration of the refreshing beverage brewed in every household. But on the Tuesday of National Independents' Week (commencing on June 2) independent retailers nationwide will be encouraged to offer customers a friendly cuppa in the shop.
Tuesday June 3 has been designated National Cuppa Day on which every independent c-store, newsagent and rural shop will have the opportunity to give customers a cup of tea and have a chat.
It is envisaged that independents will use the Cuppa Day as an opportunity to alert their local media to the photo-opportunity provided by customers enjoying a cup of tea and a chat in their local store - images of a friendly gesture which differentiate the family business from the giant multiple.
As successful as the giant supermarkets and multiple c-stores are, they would be the first to admit they do not have the flexibility to accommodate this type of promotion which puts a firm focus on the localness of the independent who runs his or her own business and is an integral part of the community.
As part of a national promotion available to every wholesaler, retailers will be offered a free pack of 80 Tetley tea bags as a starter for their in-store "cuppa and a chat".
Sponsored by Tetley GB, National Cuppa Day has been designed to demonstrate the unique place in the community of the sole trader and family business whose stores are the focal point of local life for many people.
The feature was agreed at the FWD PR Action Group (PRAG ) meeting at Stratford-upon-Avon on January 15 attended by major wholesalers, suppliers and a team of award-winning independent retailers.
Dennis Williams (Premier), Lesley Brown (Booker customer), David Kirwin (Manchester newsagent and NFRN representative) and Sunder Sandher (Londis) were the retailers who welcomed the promotion.
Dennis and Lesley told the meeting that the idea would attract attention in their store to the fact that they were the local community shop, the friendly place where staff "were there for their customers".
Dennis added that it was the kind of activity which customers would remember long after it was over just as they "talked about his National Independents' Week activities".
"This type of activity impacts itself on the mind of the shopper for longer than we realise," he said.
This National Cuppa Day idea originally came from retailers who told PRAG in the autumn of 07 that they often offer customers a cup of tea during the middle of the day when the store is not busy and there is an opportunity for a chat.
It sums up the friendly in-store atmosphere which independents offer to their customers, many of whom find their only opportunity for human contact in the local shop.
PRAG has developed the idea to become a national celebration of independent retailers' value to the community as one day in NIW. More plans for activities for the rest of the week will be announced when they are finalised.
The MSYS campaign is entering its fifth year leading the way for consumers to be reminded in a positive manner of the irreplaceable position in the community of the independently owned local store. It will also be the fifth year of MSYS campaigning to inspire the independent to maximise their localness as a footfall driver.
The MSYS National Cuppa Day activity continues the tradition of the Federation of Wholesale Distributors in acting positively to defend and promote the interests of wholesalers' customers at a time of competitive pressure and gloomy economic forecasts.
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=== TETLEY NUMBER ONE ===
Tetley will support the day with a six Tetley 80s for the price of five shrink wrap branded MSYS through every cash and carry and delivered wholesaler. The free 80 tea bags will be suggested to the retailer as the basis for the cups of tea for their customers.
A detailed protocol will be issued by MSYS at a later date covering National Cuppa Day and guiding independents on how to make the most of the promotion and the national PR coverage it will be given.
The promotional packs will be available from April/May ahead of NIW. Tetley is the number one brand in cash and carry by volume giving it national coverage. In-store penetration of Tetley 80s is measured by Nielsen at 99%.
Tetley GB has a well established history of working closely with the wholesale sector and is a strong supporter of FWD activities.
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=== ideas for niw '08 ===
The FWD PR Action Group (PRAG) is now suggesting a number of retailer activities for National Independents' Week commencing June 2.
JUNE 2: Those independents who have ordered their NIW in-store theatre kits will don the bright yellow T-shirts bearing the message Local And Proud Of It. There could be wine and cheese tastings, samplings and so on to mark the opening of NIW - they will have briefed their local media in the previous week.
JUNE 3: The first National Cuppa Day. Sponsored by Tetley GB with a six for the price of five promotion - use the free pack of 80 tea bags as a starter for a "cuppa and a chat" day.
JUNE 4: Wednesday Walk & Shop Day, a car-free day, so reducing carbon emissions. Retailers work up the theme - ask local schools to design a poster?
June 5: School Day reinforcing the link between the local shop and local schools. Small parties of children can be invited into the shop with teacher to learn how business operates, how small shops are run, why they are different from the multiples.
June 6: Fun Day - suppliers will help with freebies, free stock, give-aways, hold raffles for local charities, guessing games, invite local celebrities to visit the shop.
June 7: Street Parties are planned by independents who have the right space and location.
MORE IDEAS FOR NIW
A Charity Day can bring in the customers - select one local charity and devote a whole day to raising money for it. Healthy Eating Day can promote local products and feature a five-a-day fruit and vegetable focus. Tidy-up Day demonstrates the retailer's caring attitude - customers can be recruited to "tidy the place up". Neighbourhood Day - advertise it in the shop as a day on which the MP, local councillors, police and emergency services folk will be in attendance to discuss community issues.
Keep your eye on the campaign website [http://www.myshopisyourshop.co.uk] for more ideas.
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