Bestway is launching “a bespoke communication campaign” and a number of initiatives aimed at helping its independent retail and catering customers “stock, sell and win” during the Olympics.
A pocket guide, dedicated web site and real time text and email alerts will be used to inform customers of opportunities during the period. Extra service initiatives will ensure that customers are always stocked with key lines and make shopping with Bestway quicker and easier during a period in which disruption to deliveries has been widely anticipated.
Bestway group marketing controller Jason Baker said: “We’ve spoken to our customers, we’ve watched the reaction to the Olympic Torch relay, and we know this is a once-in-a-lifetime opportunity for our customers. But there is still a lot of uncertainty about how the 2012 Games will affect their businesses.
“We believe that the best way to help our customers is to work closely together, create a clear picture of the opportunity and obstacles and, above all, be ready to go ‘above and beyond’ to meet their needs. We’re pulling together the best information from all available sources and creating a one-stop destination on our web site to access it. Customers will be able to find up-to-the-minute information that will affect their ability to get to and from our depots and stayed stocked at all times with top selling lines.”
The guide and web site – due to launch very shortly – will contain selling and merchandising tips, venue and event schedules and travel and route information to help customers navigate around the capital and the games. Text and email alerts will notify customers of flash promotions and optimal times to travel to and from their local Bestway depot.
Bestway ‘s Hackney depot will act as the main Olympic hub, which will be open 24 hours for the duration of the Games. Other London depots will have extended hours of opening from early morning until 10pm. Supplier deliveries have also been extended in addition a number of internal stock management initiatives to meet extra the demand.
Bestway and Best-one are also conducting one-to-one meetings with London customers to establish what they will need and this information has formed the strategy behind the planning.