Tap into summer sales with Bestway trading promo
BESTWAY Wholesale has kicked off its new summer marketing promotion in a bid to drive up independent retailers’ sales throughout the key trading period.
Running until 10 September, all 60 Bestway depots are set to capitalise on the trading period and deliver for more than 100,000 independent retailers across the UK.
The campaign forms part of Bestway’s ongoing strategy to drive footfall across its depot network, whilst also supporting retailers to increase store sales and profitability through the seasonal execution.
As part of the marketing, Bestway will seek to capture retailers’ attention by tying in with key impulse categories that typically perform well during the summer months. This covers off the frequent top-up shops for BBQs, sporting occasions, picnics and last-minute food and drink missions to make the most of the summer weather.
Dubbed the ‘Red Hot Deals – Whatever the Weather’ campaign, the marketing is fully aligned across Bestway’s network of depots as well as via its website and app to ensure that all its customers see it and can deliver a consistent message across its platforms.
Additionally, Bestway has brought back its integrated weather-responsive digital tools which will allow retailers to react quickly when the weather takes a turn for the better. The tools take into account local weather forecasts to allow store owners to quickly react to the short-term demand spike that often comes with the sunshine.
Kenton Burchell, group trading director at Bestway Wholesale, said: “Summer remains one of the most important trading periods for independent retailers, particularly across impulse-led categories. Warm weather changes shopping behaviour quickly – frequency increases, convenience missions become more important and demand can move fast across categories such as soft drinks, alcohol, snacks and confectionery.
“Our role is to make it as easy as possible for customers to buy the right products, at the right price, at the right time, while helping them drive both footfall and basket spend.
“We’ve built ‘Red Hot Deals – Whatever the Weather’ to reflect how retailers actually trade – fast-moving, reactive and increasingly influenced by local conditions. Whether shoppers are planning BBQs, watching sport, enjoying staycations or making last-minute top-up trips, availability is critical.
“By combining strong pricing, clear in-depot execution and digital support, we’re helping customers convert opportunity into profit. This campaign is designed to give retailers the confidence to back key summer categories, maximise availability during peak demand and make the most of every seasonal sales opportunity.”
