Diageo has launched an initiative to help indies and c-stores drive sales.

My Store Matters comprises a discussion forum and interactive website where retailers can get advice from a panel made up of leading retailers from around the country.

By logging on to the website, retailers would be able to discuss matters such as in-store theatre as it relates to new launches, how to offer shoppers value “above and beyond price” and how to develop the image of a store, said Diageo.