Campaigners driving the My Shop Is Your Shop (MSYS) activity are reporting record demand by retailers for T-shirts and POS to celebrate National Independents’ Day (NID) on June l.
As ProWholesaler went to press, last minute requests were still being received from independents throughout the country, taking the organisers by surprise.
Asked to calculate how many independent retailers would be involved in NID this year, MSYS chairman Alan Toft said: “It’s not possible to count every store involved, but a realistic estimate would be that the campaign will have an impact on about 30,000 c-stores and newsagents run by sole traders and family businesses.
“This takes into account the stores which will be featuring the products in the campaign’s national money-off coupon promotion, those stores which redeem the coupons, those stores which have requested POS and those supplied by wholesalers promoting the day in their own way.”
June l will see the third annual NID since the MSYS campaign was launched by the Federation of Wholesale Distributors in 2004.
It is designed to remind the consumer of the value of the independent retailer to the local community and also to encourage the retailer to use his “localness” to maximise trading.
The campaign, with its sub-theme “Local And Proud Of It”, has wide wholesaler and supplier support indicating that it is succeeding in becoming part of the fabric of the wholesale/independent sector.
May 26 is the publication day for the Daily Mirror/ Daily Record (Scotland) money-off coupon feature for the independent sector. Ten big brands are participating – compared with seven last year – in this historic national generic support for retailers supplied by wholesalers.
They are Minute Maid, Pedigree, Guinness, Foster’s, Birds Eye, KitKat Chunky, Walkers Sensations, KP Peanuts, Lucozade Energy and Nescaf eacute; Gold Blend.
Toft said: “We have received twice the number of requests for NID kits this year over 2005, which seems to indicate that independents throughout the country are switched on to NID and MSYS.
“It is impossible to evaluate this demand in advance so we have to post out the kits on a first come first served basis.”
The kits contain special NID T-shirts, caps, balloons and window stickers. Requests for them have been received at FWD and at IMA Group, the Manchester-based marketing agency which is co-ordinating marketing of the campaign.
Wholesalers have supported the campaign with their own supplies of T-shirts and stickers for their retailers.
l Turn to pages 37-40 for the MSYS special in this issue.