Leaders of the My Shop Is Your Shop (MSYS) campaign estimate that at least 35,000 independent retailers were involved in some way in National Independents’ Day (NID) on June lst – far more than in 2005.
Alan Toft, MSYS campaign chairman, said this year’s twin objectives of making an impact on consumers and inspiring retailers to maximise their involvement in local communities, had again been achieved.
The figure of the numbers of retailers involved is based on related activities mounted by wholesalers including Booker, Bestway and Batleys, Landmark Wholesale, Costco, Nisa-Today’s and Musgrave Budgens Londis, giving the campaign national saturation coverage.
Four thousand retailers donned special T-shirts and caps, and decorated their stores with balloons and window stickers using free NID kits produced for the day by the campaign.
Demand for the kits exceeded supply. They were despatched on a first come first served basis but those who were disappointed will remain on the campaign database for future activities.
Retailers put on their own special promotions, or displayed the 10 brands featured in the Daily Mirror/Daily Record money-off coupon promotion published to celebrate the day.
The coupons, which gave users of local shops savings ranging from 30p off a Draught Guinness 4 pack, 20p off 100g Nescafe Gold Blend and 30p off Birds Eye Chicken Curry, were redeemed at thousands of stores on the back of the mass circulation of the tabloids involved.
Toft said :”Many major wholesalers put on promotions linked one way or another to NID with price offers or coupons in their consumer leaflets.
“Examples are promotion of NID by Costco in depot, Nisa-Today’s promotion of the day in its leaflets and Booker’s trade press ads making linked price offers. Londis organised linked coupon offers in its consumer leaflets and Landmark supported NID with related point of sale and T-shirt kits for retailers.”
Booker ensured that all its branches heavily advertised the MSYS campaign and in particular the Daily Mirror/Record coupon promotion.
Brendan Distin, general manager of the Ardwick depot in Manchester, said: “Across Booker nationwide we have been very keen to support the My Shop Is Your Shop campaign as we believe that independent retailers are the lifeblood of our community.
“The Daily Mirror promotion was great as it was a way of helping the retailer and also passing the good offers on to consumers as well. National Independents’ Day is a great way to celebrate the contribution of local shops.”
The Today’s Group chose National Independents’ Day to officially launch its first Today’s Extra store, at Hull in East Yorkshire.
Today’s Group managing director Rodney Hunt commented at the launch: “This store, the first of its kind within the Today’s symbol group, has been designed and fitted to the highest standard, with vibrant Today’s Local imagery and striking red fascia. The store is already a great asset to its local community and it was the perfect time to launch it, on National Independents’ Day.”