Independent wholesaler JW Filshill, owner of the leading KeyStore convenience store brand and one of Scotland’s oldest food and drink wholesalers, has unveiled a new brand identity featuring a refreshed logo, new vehicle livery and revamped website.
Celebrating its 140th anniversary this year, the Glasgow-based company has invested to overhaul its image and marketing strategy to reflect the current challenging marketplace with increased competition and ongoing price-cutting.
Managing director Simon Hannah explained: “We’re operating in a dynamic market that has seen much expansion over the last few years with the larger supermarket chains opening their smaller, more local stores.
“If we are to maintain our market-leading position we have to continue to innovate and lead the way in our sector in order to remain competitive and continue to grow the business. Part of this revolves around how we market ourselves.”
Filshill also conducted comprehensive market research on the company, surveying staff, customers and consumers. “This confirmed what we already know – that our level of service is second to none,” said Hannah. “However, it also told us there is much room for improvement and no room for complacency.”
According to the research, Filshill’s particular strengths include the fact it is a family business. Another key point emerging from focus groups is the wholesaler’s high-profile position within the industry as a technological innovator.
A new community campaign entitled We’ll Support You Ever More has also been launched to strengthen awareness of the KeyStore brand and enable both Filshill and its customers to give something back to the communities in which it trades. The wholesaler has initially joined forces with Education Scotland to collaborate with local schools in KeyStore neighbourhoods to provide a range of benefits.
Meanwhile, as part of the wider Filshill marketing strategy, the company is redeveloping its promotional leaflets and point of sale material and, in an ambitious move, will shortly unveil its own Scottish food and drink sub-brand within KeyStore outlets. The company’s Craft Beer Clan of Scotland brand, initially created to sell and promote Scottish craft beers and artisan ales in overseas markets, is already becoming established in UK C-stores and this has led Filshill to identify further opportunities in domestic markets.
“This is an exciting but critical point in Filshill’s history and we are all looking forward to the next chapter,” said Hannah. “There’s much more to come in 2016.”
We’ll have more on Filshill in the December issue of Wholesale News.