Bestway Wholesale has seen a dramatic increase in the sales success from its current 35 year exclusive birthday celebration promotion – Team 35 Drive. Numerous independent retailers have enjoyed massive rebates of up to 4 per cent across their purchases of promoted products.

“Customers seem to love it and in the first three months of the promotion we have seen sales up by 27%” said Younus Sheikh, managing director for Bestway Wholesale.

He continued, “This promotion is very different to our previous themed promotions, it is a fully integrated all inclusive initiative designed to ensure that suppliers’ identified key skus are driven all the way through from the cash & carry and into the retailers stores and then out to consumers. To this end we have now introduced some new promotion components geared to hitting all the touch points for customers.

• Firstly, everyone in the branches is involved in actively selling the key skus from reception, the sales floor and at the checkouts. We’ve put real money behind this in the form of a sales incentive bonus. We have even changed the staff uniform to brand it with 35 Drive to help create some theatre and buzz in the branches.

• Secondly, our customers are rewarded in the form of big rebates if they purchase just one case of each of the key skus.

• Thirdly, we have a dedicated website which promotes all the important convenience store products, display guides and free POS. In addition we have a photo competition for customers where they can upload pictures of their store displays and win prizes.

“We have used our last two promotional periods to test and hone the concept on our Best-in  own label lines. 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 brand sales and we’ll be working hard with our supply partners to drive their sales throughout the life of the campaign in September.”

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