Welcome to My Shop Is Your Shop

Launched in 2004, the FWD My Shop Is Your Shop (MSYS) campaign is the only generic consumer and trade marketing activity promoting the value to the community of the independent c store, newsagent and rural shop.

MSYS is based on the positive values of the owner-managed local shop and his unique interface with the local community, where the owner lives "over the shop" and shares the daily life of his neighbourhood.

It is a continuous through the year campaign with a centrepiece of National Independents' Week (NIW) - commencing June 2 in 2008.

The campaign slogan of "Local And Proud Of It" can not be used by the giant national corporations where the manager does not own the business and can not claim the same localness or the same inter-dependency with the community.

• THE MISSION : (1) To remind shoppers, the media, Government and opinion formers that the independent retailer has a commercial and social role in the local community around his store which can not be replaced by the giant multiple corporations working to an agenda set by a distant head office. (2) To inspire independent retailers to maximise their involvement in the local community.
• THE EXECUTION : Since launch MSYS has achieved millions of impacts on target shoppers through national, regional and local media featuring independent retailer case studies describing their unique involvement with the community - helping people, supporting local events, charities, clubs and individuals.

MSYS chairman Alan Toft said : "Since launch, MSYS has inspired thousands of independent retailers to be proud of their their involvement in the local community. Trade research by Convenience Store magazine revealed that two thirds of independents said the campaign was helping them in a community context. Over 60 % said MSYS had inspired them to rethink their business philosophy regarding their community"