Five reasons why JW Filshill is the king of champions
After JW Filshill won four titles at the Scottish Wholesale Association’s Achievers awards, Retail Sales Director Craig Brown explains why they’re so successful
Innovation has been a key driver for Filshill across many different aspects of the business in recent years and this was recognised by the judges. Indeed, innovation was highlighted as the trademark of the winners. We’ve certainly been innovative in our use of technology. But as the Champion of Champions judges pointed out, we’ve also been innovative in the way we’ve developed our operational processes to meet the needs of our customers.
The judging process highlighted the way we are proactive in sharing sales and promotional data with suppliers in order to understand opportunities and target gaps in the market. This isn’t something that’s new to us – Filshill has been pushing this strategy for several years now – but we continue to push boundaries, utilising technology to collaborate with suppliers. This is mutually beneficial but, crucially, it helps our retailers grow their businesses.
Customer service is something that’s important to all delivered wholesalers so we were delighted to receive recognition for our new customer care department, which resolves 95% of problems within two hours. We involve retailers in what we do and have face-to-face sessions for open discussion and best practice. They tell us what they think we’re doing right and where there’s room for improvement.
Online ordering is striking a chord with many retailers and by offering app-only deals, we’re driving customers to use technology to be more efficient, while accommodating those retailers who still want to use conventional methods of ordering. It’s about striking a balance and offering solutions that suit all customers – that has always been one of Filshill’s strengths.
We work hard to help KeyStore retailers engage with their customers and communities, and we believe our KeyStore Community Fund is a fantastic community proposition that encourages retailers to get under the skin of their communities and support local causes. We invite retailers to apply for funding of up to £300 for a project to help a local group or school with anything from sports strips to the purchase of equipment such as a defibrillator.
Who else won at the SWA awards?
Champion of Champions
Best Cash & Carry
Best Symbol Group
KeyStore, JW Filshill
Best Delivered Operation (Retail)
Best Delivered Operation (Foodservice)
Bidfood Scotland and Lomond Foods
Great Place to Work
Best Licensed Operation
Employee of the Year
Craig Shand, Booker, Shawfield
Best Marketing Initiative
United Wholesale Scotland, Summer of Sport
Best Advertising Campaign
Bud Light for ‘Dilly Dilly’
Best Overall Service by Suppliers
Best Foodservice Supplier
Unilever Food Solutions Supplier
Sales Executive of the Year
Linda Fraser, Nestlé