Retail Makeover

Shop Independent Retailer Campaign

Posted by retailmakeover on July 17, 2013 0 Comments

Independent Retailer Month is a global Shop Independent Retailer campaign that runs throughout July to highlight the important role local merchant’s play in the community, economy and overall retail sector.

What:

Independent Retailer Month is a global Shop Independent Retailer campaign that runs throughout July to highlight the important role local merchant’s play in the community, economy and overall retail sector.

​Who:

Co – founded by Kerry Bannigan, CEO Nolcha Fashion Week, and Tom Shay, principal of Profits Plus. Independent Retailer Month Canada is led by Barbara Crowhurst from Retail Makeover. Independent Retailer Month United Kingdom is led by Clare Rayner, The Retail Champion.
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Where it all began:

Independent Retailer Month started life in the USA and was born from the collaboration of two very different individuals who share a common desire to salute independent retailers around the globe. In 2003, Tom Shay, principal of Profits Plus, created a holiday, 'National Independent Retailer Week', to show retailers how they could create celebrations for their communities, industries and own businesses.

In 2009 Kerry Bannigan, Founder and CEO of Nolcha Fashion Week, devised ‘Independent Retail Week’, a week-long, city-wide, shopping extravaganza in New York, Chicago, Philadelphia and New Jersey advancing the business of independent fashion retailers. This initiative worked with over 300 retailers, garnered support from the city’s tourism boards, chambers of commerce and Mayor’s office; with features on NBC, Fox, ABC and CBS.

Early 2011 discussions began between Bannigan and Shay as they wanted to be inclusive of everyone that had some form of recognition for independent retailing. July 2011 Independent Retailer Month USA was born with the goal to become a global campaign highlighting the important role local merchant’s play in the community, economy and overall retail sector. The campaign expanded to the United Kingdom led by Clare Rayner, The Retail Champion.

In 2012 the global campaign expanded to Canada, led by Barbara Crowhurst from Retail Makeover.

Independent Retailer Month Objectives:

• Impact the independent retail sector globally with relevant support, expertise and insights​
• ​Connect consumers and communities to local retail merchants reminding them of the benefits of shopping local
• ​Engage small business organizations, networks and thought leaders to demonstrate the importance of independent retail to the global, national and local economy

​Boilerplate for media:

About Independent Retailer Month
Independent Retailer Month is a global Shop Independent Retailer campaign that runs throughout July to highlight the important role local merchant’s play in the community, economy and overall retail sector. Co – founded by Kerry Bannigan, CEO Nolcha Fashion Week, and Tom Shay, principal of Profits Plus, the initiative aims to impact the independent retail sector globally with relevant support, expertise and insights; connect consumers and communities to local retail merchants reminding them of the benefits of shopping local; and engage small business organizations, networks and thought leaders to demonstrate the importance of independent retail to the global, national and local economy. www.independentretailermonth.ca

Looking to take part in the July campaign but not sure on how to contribute? Take a look at the below Idea Bank to inspire and drive creative ideas into your independent business. Use these ideas as a guide or copy them exactly - the choice is completely up to you!

• Download banners for your store to place in the window and/or at check out​

• Give a bonus buck. Give customers a $1.00 coupon for every $10 they spend in your store in July. The coupon is redeemable in August​

• Offer refreshments/happy hour. Cookies or cake that are the colors of your nation could promote the 'independent' touch. You could also contact an independent restaurant to provide the food​

• Create campaign buttons for your staff to wear with the message: "Proud to be independent"​

• Invite another independent retailer that targets the same kind of customer as you to build a display in your store​

• Meet and greet with brand owners/representatives​

• Host a launch event on the evening of June 30 to kick -off Independent Retailer Month​

• Team up with a salon/spa and offer customers in-store pampering​

• Offer goodie bags and/or limited edition products with certain purchases or to new customers​

• Support local talent (designers, artists, dj’s etc.) by hosting a joint in-store activity​

• Run a contest offering the chance for one lucky winner and friends to have a private shopping party​

• Team up with neighboring independent retailers to host a shopping crawl​

​• Add #indieretail to your tweets to be apart of the conversation

• Have a contest for the most creative photo in which the customer is shown with your shopping bag

• Offer exclusive coupons on your website that are redeemable in store only

• “My favorite outfit” contest with customers submitting photos of how they wear clothing bought at your store and the winner is chosen by customers and receives a gift/coupon/discount

• Create your store as an Independent Retailer Month Check-in spot on FourSquare and every shopper who “checks in” your store gets a free item along with purchase or a discount – OR the __th person to “check in” gets _% off the whole store

• Use social media as a fun tool to 'hot spot' select products on select days during July exclusive to Independent Retailer Month

• Have an online check in passport system - whichever customer visits your store and checks in the most on Facebook during July wins a voucher to spend in your store in August

• 'I love this indie retailer because...' video blog contest - Get guests to visit your store during July and take a short video of their experience talking about customer service, purchases and why they visited you - upload it to YouTube; the most hits at the end of July wins!

• Invite your mayor to issue the Independent Retailer Month proclamation at your store

• Give an award for the customer that has done the most to volunteer in your community during the past year

• Take on a community project such as replanting the planters in the area where your store is located

• Volunteer to speak at the meeting of local civic clubs as a representative of Independent Retailer Month

• Volunteer to represent the local retail community by being interviewed by local media to promote Independent Retailer month​

• Offer to make a donation of 10% of the purchase price for each customer that names a local charity

• Make a promotion page that lists all the independent retailers in your area. Hand this page to customers as they visit your store

• Place street banners throughout your local community that show your community is supporting Independent Retailer Month

• Make the local information office an indie hub during July where consumers can find out all the stores offering exclusive events