Bira direct has launched a free consumer leaflet service for its members with support from wholesalers STAX Trade Centres and Wishart.
Bira direct uses the combined purchasing power of over 7,000 members of bira (British Independent Retailers Association) to negotiate better buying terms for them.
This latest initiative aims to build business for independent hardware retailers through promotional activity on leading DIY products and brands, encouraging repeat business as well as add-on purchases for existing customers.
The leaflets can be used at point of sale, in customer bags or as part of a traditional leaflet drop or local newspaper insertion, as additional leaflets can be ordered for a nominal cost. It is designed to be a free marketing tool.
The offer includes 1,000 double sided, full colour leaflets, free of charge which can be personalised, when £500 worth of any stock is ordered through Stax Trade Centres and Wishart in one order, via the member’s bira direct Stax account. The spend threshold is not restricted to products featured on the leaflet although they can contribute or make up the entire order as desired.
Bira direct managing director Paul Woolley said: “Bira direct has wanted to offer customers a consumer leaflet for a while – but only when we could make our offering unique from initiatives already in the market. With the support and expertise of Stax and Wishart we strongly believe this can benefit our independent hardware retail members by promoting popular lines at competitive selling prices with healthy margins.”
Director of buying Steve Akers added: “Our members are very excited about this; they have essential experience of competitor products. We have developed this leaflet with Stax to accurately address our retail members’ needs. We have already started planning future campaigns to keep our offering relevant and fluid.”