Service to the community – Academy in Action 2021 follow-up

In November, the IAA and Suntory Beverage & Food GB&I visited Abdul Ramzan in his Millerfield Store in Kennoway to help him drive long-term customer loyalty. We find out what’s changed

Service to the community – Academy in Action 2021

Academy in Action follow-up

Each year as part of the IAA’s Academy in Action programme, we visit 10 independent retailers to help them make simple improvements in their stores in order to increase sales and profits.

IAA advice

1Link up with local events and run a promotion to drive footfall to your store

2Post consistently on your Facebook page about your community involvement

3Uncover cost-effective ways like competitions to engage with the community

The results

“We started posting more frequently on Facebook about supporting local causes, such as Christmas jumper day and promoted local businesses, too. We hosted a Remembrance Day tea service outside the store, linking up with a local bakery to offer pies for those who attended.

“We also promoted the event on Facebook and received positive feedback. Next, we plan to run a colouring competition for Easter. As a result of these changes, new customers are visiting the store and our page likes have grown by 52.”

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