Sir; Independent retailers are urging more cash and carry and delivered wholesalers to become involved in the My Shop Is Your Shop (MSYS) campaign.
They say some - not all - wholesalers are missing a commercial trading opportunity - and big brands could do more. Interim analysis of a retailer survey reveals that some wholesalers were not actively supportive for the last National Indepedents’ Day on June l.
Retailers say they also want more special big brand promotions through the year and not just for NID.
The survey, which is being carried out by the Federation of Wholesale Distributors (FWD), is asking its 500 signed up Community Stars - retailers committed to the activity - to suggest improvements. So far about one third of responses by retailers reveal that their main wholesaler did not brief them about the campaign or put on any special, tailor-made promotional activity.
But many retailers have noted the support they received from their wholesaler and have asked for more of the same.
It’s my job to persuade wholesalers that MSYS is a profitable commercial activity.
So it is worth noting that community marketing gives independents something that the giant satellite c-stores cannot implement. We’ve got 50 ideas on how retailers can do this and also be adapted by wholesalers.
The impersonal multiple c-store, where the management is driven by a distant head office, just cannot do this.