The award for Marketing to Customers, in association with PayPoint:

Winner: Amish Shingadia, Shingadia's Londis Caterways & Post Office, Horsham

Amish has a solid marketing and cash flow plan for the store to help keep track of spend. Following a major refit he held a launch event attended by the CEO of the Post Office and the Business Under Secretary which attracted local press coverage.

He advertised the store’s Top 100 status in local papers and uses customer surveys every 3 months to gain feedback and ideas. During this process he captures postcodes, using the data to understand the local demographic and then targets areas where the store is weak.

Secrets to success:

Winner: Amish Shingadia
Store name: Shingadia's Londis Caterways & Post Office, Horsham
Learn more about Marketing to Customers

1. When customers asked for a Post Office, ATM, food to go and fresh range, the Shingadias planned them into their new store. They then shouted about them at a grand community opening
2. Amish’s customers are surveyed every three or four months so the store can collect feedback postcodes, then target areas where they are weak.
3. To promote his raft of in-store offers, Amish does regular leaflet drops. He also sponsors local events including two schools and a fete to build his reputation in his community.

To see the full list of winners, see our IAA page.