Bestway reports 27% surge in sales from Team 35 Drive promo

Bestway has reported a surge in sales for what it claims is its biggest-ever promotion.

Sales soared 27% in the first three months of the 'Team 35 Drive' promotion, the wholesaler said.

The promotion, which was launched in March to mark Bestway's 35th anniversary, offers rebates of up to 4% on top-selling product lines and is supported by shelf-edge talkers, posters and leaflets.

"This is very different to our previous themed promotions because it is a fully-integrated, all-inclusive initiative designed to ensure that supplier-identified key SKUs are driven all the way through from the cash & carry into the retailers stores and out to consumers," said Bestway Wholesale MD Younus Sheikh.

He added that all staff had been involved in selling the promoted lines. 'Team 35 Drive' branding was added to uniforms and staff were offered a sales ­incentive bonus.

The promotion had so far concentrated on own label but would now move to branded lines, said Sheikh.

"We have used our last two promotional periods to test and hone the concept on our Best-in own-label lines," he said. "This has proved to be very successful as we have secured strong double-digit sales growth here too and introduced own label to new ­retailers.

"Now we have started on branded sales and we'll be working hard with our ­supply partners to drive their sales throughout the life of the campaign in September."