Your guide to the IAA 2022/23 categories

Find out more about the 10 IAA categories, how retailers are becoming more successful with the support of the IAA’s tips and how you can apply the category advice in your store

The Independent Achievers Academy (IAA) helps independent retailers grow their sales and profits by making small changes that make a big difference.

Shaped by top retailers and leading suppliers, it gives you a framework to help you be more successful – and is proven to produce results. There are more than 30 examples in the pages that follow, and many more across the betterRetailing.com site.

The IAA is not like other awards programmes. It’s not about how good you are, but how good you want to be. Through our online self-assessment tool and expert advice, we give you the support you need to fulfil your potential. To keep you at the top of your game. To identify new opportunities.

Taking part in the IAA gives you a checklist of things to get right. It does this by asking simple questions about how you operate. Answering them helps you notice small tweaks that can enhance customer experience, increase efficiencies and improve your overall offer.

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Once you’ve taken part, we give you feedback on where you’re doing well and how you can improve. By assessing your strengths and opportunities, you notice ways to improve, like hundreds of retailers up and down the UK and Ireland have already.

By taking part in the IAA, you’ll also be in with the chance of making our exclusive Top 100 list, and gaining access to free marketing tools to promote this. You may also be recognised for excellence in one of our 10 retailing disciplines, giving you a chance to show customers why they should shop with you.

Many retailers (of all shapes and sizes) say their ongoing success comes from being a part of the IAA as it allows them to see improvements year on year. So take a look at our category overviews, details of how the advice has helped retailers become more successful and the secrets of success from those that have been recognised by following the links below.

Take part in the IAA, what have you got to lose?

Find out more about the IAA Categories

Marketing to Customers
Customer Service
Effective Ranging
Shop Layout
Merchandising & Display
Responsible Retailing
Staff Development
Service to the Community
Environmental Sustainability

Take part in the IAA

Take part in the IAA today by completing our online checklist and you can:

  • See how your store compares to others and find ways to improve
  • Be in with a chance of making the Top 100 and being recognised for your efforts
  • Gain access to free marketing tools to help attract more customers to your store
  • Invitation to the IAA Learning & Development Festival – to help you take your store to the next level
  • Be in with a chance of being selected to be mentored by the IAA in 2023
Take part

Supported by the industry to help you

The IAA is supported and funded by industry brands who recognise that retailers want access to free, unbiased support to help them increase profits and improve their stores without big investment.

Find out more about the brands that support and fund the IAA

Register your interest for 2022/23!


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