Sales of the branded products which were promoted during National Independents’ Week were up 36%, according to data collected by SalesOut.
The company’s findings were based on information it sourced from 10,000 stores serviced by its wholesaler partners.
NIW, in the first week of June, was supported by money-off coupons totalling more than £3, published in The Sun, The Scottish Sun and the Liverpool Echo, and redeemable only in independent stores.
The offers were: 50p off Carling 4 x one pint can; 30p off any flavour of Ribena 500ml; 20p off Buxton Still Mineral Water; 20p off Robinsons Fruit Shoot PMP 65p; and 10p off Roast Beef flavour Monster Munch Mega. In addition there were coupons on two own label products offering £1 off Landmark Wholesale’s Eridge Vale two litre cider and a free can of Booker’s Euro Shopper Energy Drink.
SalesOut said there was a 36% total uplift in sales over the promotional period, with Carling, Ribena and Fruit Shoots performing best. Landmark Wholesale also revealed that sales of Eridge Vale were up 141% year-on-year in June.
Alan Toft, chairman of MSYS, said: “This is good news for everyone in the wholesale-independent sector. It demonstrates the untapped sales power of the independent retailer when they are motivated by industry-wide creative marketing which focuses on the positives of the local shop.
“We are in the run-up to the first MSYS National Walk amp; Shop Day on September 16, launching an ongoing campaign which informs consumers of the ecological and money-saving benefits achievable when they shop local.”
He added: “The NIW result will give local store owners a big boost showing them that they can increase footfall and profits using MSYS principles. SalesOut is growing into a crucial information source for which the industry has waited so long. It is invaluable to those running any marketing activity in the independent sector such as MSYS.”