Bestway Wholesale’s The Great Rebate promotion, which ran from April to September this year, has been declared “the most successful promotion ever” by the group.
Following on from the Core Connect scheme in 2014, The Great Rebate offered Bestway and Batleys customers the opportunity to gain a minimum of 3% cashback on purchases of best-selling products in addition to offering category management advice across the core channels in convenience.
The multi-media campaign which included trade press advertising, e-shots, SMS targeting and in-depot theatre saw customers earn £1.34m in rebates over its six month duration. Six retailers also drove away in brand new Nissan VV200 vans as part of the promotion.
The last van was won by Prabha Jasu Patel of Shree Off-Licence in Aylesbury who collected the keys from Bestway Luton general manager, Shafaq Hussain (pictured above).
Salih Sheikh, marketing manager for Bestway Wholesale commented: “Fewer than 20% of shoppers pick up products on impulse, with less than a fifth navigating the store and simply shopping at till-point. The main aim of the promotion was to encourage retailers to stock the best-selling brands that their customers wanted within a well-structured category framework. To facilitate this we offered customers fantastic promotions for customer pull-through and rewarded them by giving them a 3% rebate for purchasing the best-sellers at Bestway and Batleys, both in-depot and on-line.
“In effect, this means that we produced stronger results with fewer customers over a shorter time frame which is an incredible achievement and testament to the loyalty of our customers and dedication of depot staff. Coupled with the My Rewards scheme for Best-one members this means that as a group we have given back in excess of £2m to customers since the beginning of this year which is a real investment in the future of the independent sector.
“We realise that customers have a choice of wholesaler and service and price are the two main drivers for customers when choosing their wholesale partner.”