Independent retailers are concerned that not enough wholesalers are embracing the My Shop is Your Shop (MSYS) campaign, a survey has revealed.

Early analysis of the research carried out by the Federation of Wholesale Distributors (FWD) has shown some wholesalers were not actively supportive of the last National Independents’ Day on June 1. Retailers also made it clear they wanted to see more big brand promotions throughout the year, not just on the June date. A total of 500 of the Federation’s signed-up Community Stars - retailers actively involved in the campaign - were asked to suggest improvements. One third of respondents said their main wholesaler failed to brief them on the campaign or put on any special promotional activity.

Chairman of MSYS Alan Toft said: “We must remember it’s early days. We are only in year two and I am certain we will see more involvement by wholesalers in the future. It’s my job to persuade wholesalers that MSYS is a profitable commercial activity. It’s about focusing on community marketing - giving wholesalers’ customers promotions and motivation based on the neighbourhood.”

He added: “Community marketing gives independent stores something the giant satellite c-stores cannot implement. It means using the independents’ personal sole trader or family business interface with the local neighbourhood, meeting local needs exactly and becoming involved with the community. We have 50 ideas on how retailers can do this and wholesalers can adapt them.”