Campaign gives independents a boost

25 June, 2007

Fifty-nine per cent of independent retailers have said the My Shop is Your Shop campaign has helped them reconnect with their local communities.

The campaign’s first National Independents’ Week, which started on June 4, was set up by the Federation of Wholesale Distributors to increase trade at small shops and re-establish their position in the local area during a particular period.

MSYS chairman Alan Toft said: “From anecdotal reports I have had from all parts of the country, there is no doubt that this first NIW has succeeded in reinforcing our message of encouraging retailers to maximise their involvement in the local community and as a trading benefit.”

An estimated 45,000 retailers took part in the campaign, which replaced National Independents’ Day.

A record 5,000 promotional kits, including T-shirts, balloons, stickers and POS material, were sent out to retailers to support the campaign and many organised their own promotional activities.

Toft added: “Being independents, there is no uniform standard of activity in stores. There were some street parties and other celebrations but in a major or minor way NIW touched the vast majority of family businesses and sole traders.”

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