As successful as the giant multiples are, they would never pretend that they could copy the principles of the FWD My Shop is Your Shop campaign, with its slogan of "Local And Proud Of It". So it's in every wholesaler's interest to help their retailers with plans for the biggest ever National Independents' Week (NIW) beginning on June 2.
MSYS has adhered strictly to its single focus since its pioneering launch in 2004 as a positive consumer and trade PR and marketing campaign supporting wholesalers' customers. That focus was and is to help the independent c-store, newsagent and rural shop to package its community involvement as a footfall driver. It has succeeded.
"Living over the shop" as many retailers do makes the store a natural element in the community - and NIW is a celebration drawing together all those positive factors which make the local shop an important business and focal point in any community.
Two leading MSYS enthusiasts publish their plans for NIW here - and there is guidance on how to make the most of the first ever National Cuppa Day. It's a great coup for the sector - a celebration using the heritage and friendly images of a cuppa and a biscuit and a chat.
MSYS architect and campaign chairman Alan Toft believes the lead shown by the independents featured here can be filtered through the wholesale mechanism to inspire their fellow retailers who are, of course, wholesalers' customers.
Will Government proposals to ban the display of tobacco in retail premises damage the wholesale sector?
- 27 November, 2008
FWD Annual Dinner & Gold Medal Awards
