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Nisa has stepped up its recruitment campaign with a concerted focus on Costcutter retailers just months after the two groups parted ways.
With senior industry figures predicting a volatile symbol group market in 2015, Nisa sent Christmas cards to Costcutter stores, along with other symbol and independent businesses. It featured the message; “There’s only one person you can trust to deliver more than we do. Sadly, he only works one day a year.”
The cards also directed retailers to one of three new websites set up by Nisa promoting the benefits of joining the group.
One of the websites is specifically targeting Costcutter stores, and features the option for retailers to download their own ‘resignation letter’.
Nisa and Costcutter separated in July after the latter signed a supply deal with Palmer & Harvey, and Nisa has sought to fill the revenue gap following the move.
Ian Bishop, marketing director at Nisa, said: “Nisa sent out the Christmas cards to a good number of Costcutter retailers, plus a large quantity was posted to other prospective retailers in the convenience sector.
“We decided to launch the campaign over the Christmas period because it was a great opportunity to send a festive and eye-catching message.”
Nisa sent out the Christmas cards to a good number of Costcutter retailers, plus a large quantity was posted to other prospective retailers in the convenience sector
A Costcutter spokesman responded: “Our focus remains on supporting all of our members and helping them to grow and develop their business and despite recent activity from our competitors, interest in joining Costcutter has increased since we created our new buy and supply model.
“This is evidenced by us cementing our position as the third largest symbol group having opened 392 new stores in the last 12 months, with net growth of 101 stores.
“These strong recruitment figures further strengthens our volume and market position which is good news for everyone connected to Costcutter. We can also confirm that we have received a record number of enquiries so far this year.”
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