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In August 2008, Landmark Wholesale launched its ‘Shop often, Shop Local, Spend Less at Lifestyle Express’ campaign following the government’s message about reducing food waste and saving the consumer money. A year on, and the campaign is continuing to raise consumer awareness and has placed its Lifestyle Express retailers in prime position to take advantage of consumers looking for value for money in the current recession.

In 12 months, Landmark Wholesale has reported that 1,800 plus Lifestyle Express retailers have now adopted the campaign in-store. A pos kit which helps to advise shoppers on the benefits of shopping locally more often is visible throughout these stores, encouraging consumers to re-evaluate their shopping habits and save money.

The 2009 him! Consumer Tracking Programme (CTP) concurs with this message, and shows that consumers at Lifestyle Express Stores are adapting their shopping habits in line with this campaign. The CTP programme cited that Lifestyle Express stores had a higher frequency of visits per customer per week, than the industry average. It also shows that more customers are walking to the stores.

Raj Krishan, Senior Retail Controller, explained: “The Shop Often, Shop Local, Spend Less at Lifestyle Express campaign was devised well ahead of the credit crunch / recession that has impacted the UK economy, and therefore our retailers were ideally placed to help consumers looking for the best value with these messages already being promoted in-store.

“Ahead of the recession, Landmark were the first to lead with this message that shopping locally and shopping more often can help the consumer save money, which incidentally the industry has followed and adopted throughout.

“Sales across Lifestyle Express estate has grown by 20% over the past 12-months, which we believe can be attributed in part to the contribution that the ‘Shop Often, Shop Local, Spend Less’ campaign has played across our Lifestyle Express stores.”

Retailers are buying into this message and feedback shows that those stores which are promoting the campaign in-store are seeing the benefits with increased footfall, increases in sales and higher consumer loyalty.

Geeta Doal, owner of Lifestyle Express Doals Food & News, said: “With the credit crunch and hard financial times ahead, everyone is looking for ways to save money and therefore the timing is perfect as customers appreciate that we’re trying to help them. Not only is the campaign succeeding in helping make our customers lives easier, and saving them a bit of money each week, but it has increased our footfall and we have noticed the positive effect it has on our sales too.”

The ‘Shop Often, Shop Local, Spend Less’ message continues to be promoted throughout the industry, with the logo placed on all Landmark communication and promotional material.

Landmark Wholesale is looking to refresh the campaign to mark the first anniversary of ‘Shop Often, Shop Local, Spend Less’ and to further highlight the good value that is available to consumers at their local stores.

July 2009

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