Filshill puts its weight behind new £1 Zone

Glasgow-based wholesaler JW Filshill is rolling out its new £1 Zone to more than 160 KeyStore retailers following a successful trial of the initiative.

The £1 Zone includes products across key categories including confectionery, crisps and snacks, biscuits and cakes, grocery, soft drinks, pet food and toiletries. Products will be promoted on a three-weekly cycle to keep fixtures fresh.

Ian McDonald, sales and buying director at JW Filshill, which serves retailers in Scotland the north of England, said: “Consumers are now well-accustomed to seeing dedicated £1 areas in the major multiples and, quite rightly, expect to find similar products in their local convenience store. We want to give KeyStore retailers a competitive offer so they can provide their regular customers with 100s of everyday products at a £1 price point.

JW Filshill has also invested in £1 Zone point-of-sale material including shelf talkers, shelf-edge strips and overhead boards, which are all available free of charge.

Added McDonald: “We have just finished a successful trail of £1 Zone in our Coatbridge store and it was exceptionally well received by consumers. We are now keen to roll it out across our KeyStore estate and are confident it will give retailers yet another point of difference in a highly competitive convenience marketplace.”

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