FWD Take Home Blueprint personnel have inadvertently become big supporters of the My Shop Is Your Shop campaign – because they are so close to the independent sector.
In the run-up to National Independents’ Day (NID) on June l, Blueprint people visiting independent retailers found great enthusiasm for the big celebration of the value of the local store to the community.
Anecdotally, independents told Blueprint personnel that they believed they were a vital element in the local shopping scene, providing alcohol brands which were not available in the giant multiples – thus giving the consumer more diversity and choice. This is the MSYS message but in more general terms.
Many independents were as enthusiastic about MSYS and NID as they were about the Blueprint schemes which have given them more sales in the drinks sector.
Blueprint chairman Alan Toft, who also chairs the MSYS, campaign, said: “These activities are quite different and separate – one offers free practical help to retailers to make more profit from their off licence with people physically helping to re-lay displays in store.
“The MSYS campaign is inspirational for the retailer, urging him to become involved to the maximum with his local community to bring more trading benefits.
“The activities are organised by FWD as educational guidance. They demonstrate just how wholesalers are not content simply with political lobbying but also understand the need for generic marketing support for their customers.
“It’s a unique two-prong policy,” said Toft.