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Londis reveals new ‘holistic’ promo strategy

22 August, 2012

Londis has unveiled a new approach to its promotional planning to further enhance its offer for retailers.

The new strategy will be implemented across the Londis brand and will see Londis become the first brand within the independent retail sector to instigate a shopper promotional calendar that is holistically linked to its wholesale deals.

The plans will be co-crafted with retailers through a series of quarterly meetings and annual reviews, the first of which took place last week. The initiative is designed to further increase Londis’ approach to creating meal solutions for its shoppers by aligning wholesale deals to further amplify seasonal promotions.

Paul Courtney, Londis sales director, said: “We’re always looking for new ways to involve our retailers in business decisions, and this takes that ethos one step further. Our retailers have always helped shape our shopper promotional plan, but this approach fundamentality puts our retail partners and their shoppers right at the heart the decision making. It makes sense for us to ensure our retailers are profitable first, if we are to be as well.”

Terry Caton, owner of the Londis store in Chatsworth Road, Chesterfield, who has been instrumental in the development of the plans, said: “It’s crucial that retailers have a big say in the development of the promotional plans for the year, to be sure we are getting the right wholesale deals, so we can give the right offers to our shoppers.

“This is a great demonstration of how Londis works in collaboration with its retailers so that together we can target potential sales and cash profit enabling us to deliver the right product, at the right price.”

The new approach will deliver the 2013 Londis promotional calendar and forms part of Musgrave’s Winning in the New World strategy, which also saw the launch of the new SuperValu own-brand earlier this year.





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