HISTORY - HOW IT ALL BEGAN

THE My Shop Is Your Shop campaign was launched in 2004 to fill the vacuum caused by the absence of any positive non-protest marketing and pr support for independent c stores, newsagents and rural shops.

The concept is based on the simple principle of encouraging the consume to value the involvement of the local shop to the local community - a value based on the unique interface of the owner of the business and his or her local residents.

The campaign enables the small shop owner to say to the shopper "I own the business but it's your shop too -it's here for the neighbourhood in which I and my family share your everyday experiences".

As successful as they are, the giant multiples can not make this essentially local proposition to the consumer - the manager works to a corporate agenda set by number crunchers in a remote head office.

Since 2004, MSYS has grown in stature, influence and scale. It has won the support of the sector because it promotes community and human values in a fiercely competitive marketplace.

MSYS research reveals that 60% of independents have personally helped out a customer who was down on his luck or vulnerable in some way. More than 70 % of retailers see their business as a long term community focus.

And "community" drives sales.