The client: McColl’s is the UK’s number one neighbourhood retailer, with more than 1,350 stores nationwide at the heart of countless communities. Branded McColl’s, R S McColl’s or Martin’s, the McColl Retail Group is also the largest operator of Post Offices in the UK.
The brief: An internal publication, Talking Shop, was created by Stream as a bi-monthly communication piece for all Head Office staff and Store Managers, while Plus is consumer title for loyalty card holders published twice a year designed to drive regular spend.
The magazine: Talking Shop is a 28-page title sharing best business practice and news from around the McColl’s estate and encouraging campaign compliance. Plus is a 48-page food and drink magazine highlighting offers and the season’s product range.
The result: A sense of belonging has been fostered by Talking Shop among McColl’s employees, who have responded positively to a range of initiatives around charity and standards. Plus has generated revenue from day one, and is the tangible loyalty piece.
"Talking Shop allowed us to begin the conversation with our wider team about the kind of business we want to be, with a view to sharing ideas. It built the platform upon which we built a loyalty programme and Plus, our customer magazine. Great job Stream!"