Gifts Today magazine

bira shortlisted for award in excellence

The British Independent Retailers Association (bira) has received national recognition in the Association Excellence Awards

Birmingham-based bira has supported independent retailers for 117 years. It works with 6,500 independent retail businesses of all sizes to help their businesses thrive.

It is shortlisted for best association website in the prestigious national awards. The organisation recently undertook a rebrand and launched a new website. The new website has fast become an essential source of information for the association’s members; with the latest legislation, hot topics and essential reading and viewing, all in one place. With a mobile-first strategy, the site has been designed to make life easier for independent retailers, with information available at a time that suits them; whether it’s on their tablet, phone or computer day or night

The Association Excellence Awards are respected across the sector. Entries are accessed by over 25 judges who are all chief executives of leading associations.

Commenting on the website Sarah Arnesen, head of marketing, PR & events says: “The site's refreshed and simplified look, combined with enhanced content and improved search functionality, allows independent retailers to better interact with bira online. The new bira website contains everything about independent retailing today, and tomorrow. A hub of practical resources, advice and inspiration. The latest thinking, best ideas, opinions, interviews and case studies, drawn from across our retail world. All in one place, easy to find, easy to navigate and easy to share.”

The organisation worked with creative agency Certain to develop the website and a wider integrated campaign.

Phil Dean, managing director of Certain, says: “This work is underpinned by some great insights from members. They wanted retail expertise, delivered in a clear and simple way, by people they could trust. Both the brand and the campaign reflect this need.”

A countrywide photo shoot and video interviews with members grounded the brand identity in authentic experience and creative for the campaign.

The website was recreated with new UX, concept design and full front end and back end build. An email contact strategy was also put in place to support the new site launch.

About bira
For the past 117 years, the British Independent Retailers Association (bira) has been in the corner of independent retailers across all kinds of industries. Over that time we’ve built a support team committed to the continuing success of every business we work with.

bira works with over 6,500 independent businesses of all sizes, and it’s bira’s goal to make every member feel supported, informed and inspired.

By joining bira independent retailers receive access to a wealth of business benefits, from free legal advice to preferential card rates, business banking to specialist insurance, tax accountants to music.

Passionate about championing independent retailers and in a highly competitive market, bira helps its members stay one step ahead.

bira Retail Membership is open to independent retailers across the UK from single retail outlets to small chains, department stores, dealers and merchants, as well as Associate Membership for organisations servicing or allied to the independent retail sector.

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