The new identity is designed to help keep the company competitive in an increasingly challenging and price-sensitive marketplace.
Managing director Simon Hannah explained: “We’re operating in a dynamic market that has seen much expansion over the last few years with the larger supermarket chains opening their smaller, more local stores.
“If we are to maintain our market-leading position we have to continue to innovate and lead the way in our sector in order to remain competitive and continue to grow the business. Part of this revolves around how we market ourselves.”
Filshill is a Sunday Times Top Track 250 company. Pre-tax profits were up 62% to to £1.3 million in the year to January 31, 2015.
The company undertook extensive market research as part of its strategic review.
“This confirmed what we already know – that our level of service is second to none,” said Hannah. “However, it also told us there is much room for improvement and no room for complacency.
“The fact our research shows that none of our competitors stand out in terms of their marketing provides us with a timely opportunity to ramp up our own activity particularly as at consumer level there is less awareness about KeyStore and few differentiating factors between the other c-store brands.”
Filshill has also launched new community campaign entitled We’ll Support You Ever More has also been launched to strengthen awareness of the KeyStore brand.
The wholesaler has initially joined forces with Education Scotland to provide local schools in KeyStore neighbourhoods with a range of benefits including free sports strips for schools or local clubs and a holiday feeding programme to help the most vulnerable children.
JW Filshill Ltd was founded in Glasgow in 1875 and currently supplies 163 KeyStore outlets across Scotland and the north of England.
Scotland has 5,602 convenience stores employing some 44,332, according to the latest figures from the ACS.
It is the most competitive c-store environment in the UK, with one shop for every 946 people.
Some 87% of Scotland’s c-store businesses engaged in some form of community activity in the past year, against a national average of 83%. Only the South West, at 90%, was more engaged.