Monday 4th March 2013
Bestway Unveils Revolutionary ‘Core Range’
Bestway has launched a pioneering ‘CORE Range’ programme which promises to rewrite the rules of wholesaler promotions and arm independents with ‘the power to sell’.
Ten Core Category Features will be supplemented with five Seasonal Event Features and a Core Points Scheme running on key brands. The revolutionary format is built on three pillars which the wholesaler describes as the tools for success: Knowledge, Range and Reward.
“These are our three core values to help independents grow their businesses,” says Mr Younus Sheikh, Managing Director of Bestway. “We want to give retailers the Knowledge to help them understand, plan their store and improve their business category by category; the Range so that they can stock the best products, with great offers to boost profits; and to Reward them with cash back.”
The 10 Core Category Features will run from BW3-BW12. Each will focus on key product categories and give retailers impartial, expert advice, insights, trends, top tips and NPD news. Bestway is committing to offering the best stock lists, merchandising plans and deals on best-selling products. BW3 – focusing on Personal Care and Spirits – runs 01-28 Mar. Bestway will be encouraging their customers to follow the plan for the year to help grow their sales across all major product categories.
The five Seasonal Event Features will run BW4, BW6, BW7, BW9 and BW12. Leading brands and offers will be featured at key selling times to help maximise sales and profit for retailers through shopper promotions such as Summer Drinks, BBQ, and Back to School. ‘Spring’ will be followed by two ‘Summer’ periods from 24 May-20 Jun and 21 Jun-18 Jul, ‘Autumn’ from 16 Aug-12 Sep, and ‘Winter’ from 8 Nov-5 Dec.
The Core Points Scheme runs on both the Category and Seasonal Event Features. Retailers collect Core Reward Points for every £1 spent on nominated Core Range products each period, with key lines worth double, triple or quadruple points. For example, buy one case of Lynx deodorant at £8.99 (6 x 150ml) – a four point product – and retailers will earn 36 points (4 points x £8.99 = 36 points). These can be redeemed as vouchers to spend in depot or online, or for discounts and offers from partners.*
“It’s what retailers and suppliers have been crying out for,” adds Mr Sheikh. “With Core Range we’re giving independents the power to succeed and build more profitable businesses. We’re helping them to embrace category diversity and educating them about the right range to stock. And we’re giving them a reason to change, offering real rewards and incentives.”
Bestway is distributing a Core Range brochure, unveiling Core Zones in depots and issuing shelf talkers and points badges for all Core products. Dedicated web portals for Bestway and Batleys customers will be launched on 1 March at www.bestway.co.uk/core and www.batleys.co.uk/core