Bestway today announced details of a summer promotion that it hopes will encourage retailers to embrace best practice and top sellers to compete more effectively against the major multiples and discounters.
The Great Rebate promotion is similar to last year’s Core Connect, which gave £1.5m back to customers in rebates based on their purchase of top brands and boosted sales across the key categories by £50m, but Bestway says it has ramped up this year’s offer to help retailers capitalise on the strong growth in the convenience channel.
Speaking today, Bestway marketing manager Salih Sheikh said the point of The Great Rebate was three-fold – to encourage customers to stock the right range, to offer the best price points and promotions on top brands and to help customer maximise the convenience opportunity.
He pointed to latest research from both him! and the Institute for Grocery Distribution (IGD) showing that the convenience channel will be worth £49bn by 2019 and the fact that average spend through convenience stores per visit is £6.13 with shoppers visiting their local stores more frequently at 3.7 times per week.
Explaining The Great Rebate Sheikh said: “The initiative is simple; customers get 3% rebate on the best-selling promotional products. If a retailer participates in an additional volume deal on featured products, then he can unlock another 1% rebate and we receive an entry into the prize draw to win the van.” There are six Nissan NV200 vans up for grabs as part of the deal – one for each month of the promotion.
And Dawood Pervez, marketing director, said: “It sounds simple – stock the bestsellers and category leaders. However, there are still thousands of independents out there who are either not aware if the bestsellers or are choosing not to stock for whatever reason.
“The vast majority of sales within each convenience category come from the top 10 of 15 lines. Failure to stock all the key SKUs in a category affects retailers’ profits.”
The Great Rebate starts on April 1 and continues until the end of September.