With 2020 now in the rear vision mirror, New Sunrise has accelerated its growth agenda and is demonstrating how it is outgrowing the market.
In an industry address held in Sydney on 4 February, New Sunrise was joined by key industry partners, suppliers, and manufacturers in presenting its 2020 results and outlining its strategic path for 2021 and beyond.
In his opening address, New Sunrise Managing Director Steve Cardinale acknowledged the agility, resilience and innovation shown by members throughout 2020.
“2020 was a massive year for New Sunrise, in more ways than one. But during this time, we have continued to build on our key fundamentals and our unwavering strategies,” Mr Cardinale said.
“Independent retailers are the backbone of the industry, and when we say ‘Enjoy Local’, we mean it. Local is not just a word, its an attitude. We connect locals. We work with locals. We create local promotions and planograms. We make sure locals have a great experience, and we are truly there for them in good times and in bad. Locals protect and serve.”
Enjoy Local is the premise which New Sunrise operates across its network.
Mr Cardinale highlighted the importance of independent and small businesses to the economy, to the country, to local towns and in protecting family businesses, and acknowledged New Sunrise’s partnership with the Federal Government initiative ‘Enjoy a Local Legends Lunch.’
“In 2020, New Sunrise were proud to be ambassadors of the Local Legends Lunch.
“This event supports the role all small and independent business play in Australia, and by holding this event at so many New Sunrise retail stores, and businesses within their local communities just before Christmas, it gave us the opportunity to herald the start of the summer trade and encourage people to Enjoy Local. We are proud of the association between New Sunrise, COSBOA and ACAPMA and continuing to partner with these industry bodies in the future”.
Mr Cardinale also thanked his team and supplier partners, for working together throughout 2020, and achieving significant growth in not only store numbers as a group, but also the record sales achieved by retailers.
“We have a great team who take full ownership and accountability, in supporting and inspiring local independent retailers to have the power, the tools, the resources and the buying power to let their light shine,” he said.
“During 2020, the New Sunrise team has grown to ensure we are providing the best service to our retail members across the country.”
Mr Cardinale continued, “New Sunrise values true partnerships with suppliers and operates to unlock common growth via our pillars of mutuality, visibility and execution”.
He acknowledged that there is still an opportunity if shoppers leave stores empty handed.
“We cannot give customers a reason to shop elsewhere, to not make them smile, or to not make their day a little easier,” Mr Cardinale said, recognising the opportunity to attract, convert and capture as key areas of focus in modern day convenience.
Business update
New Sunrise National Merchandise Manager Joseph Alessi outlined the Group’s 2020 results, reporting solid growth and continued world-class activation across the network of independent retailers.
In his opening address, Mr Alessi reflected on the drive and determination the New Sunrise team displays for its retail members, which was demonstrated throughout 2020, particularly at the height of the first wave of lockdowns.
“Throughout 2020, as distance kept us apart, we have never felt closer with our retailers and our supplier partners,” he said.
“Enjoy Local stores are represented by over 1000 retail members, each unique in their own right. Over 1000 men, women, families, generations, communities, all working tirelessly and proudly in and for their local community”.
Marketing activity
Mr Alessi presented New Sunrise’s above and below the line marketing activity for 2021, which will increase the awareness and visibility of its retail members and create a promotional platform designed to increase traffic, frequency, conversion and dollar per transaction for retail members.
As part of its customer occasion-based marketing platform, Mr Alessi formally introduced Sunny, the Enjoy Local Kookaburra mascot. Sunny was aptly named by a Queensland retailer following a naming competition and was featured on the company’s first ever national TV commercial in November 2020. The TV ad reached three million Australian households on TV, and a further 500,000 on social media.
“At New Sunrise, we are excited to increase the awareness and visibility of our retail members, to ensure they are the first choice for customers when they are thinking about food, coffee, snacks, drinks, top up grocery, or treats at home – and at any time of the day”, he said.
“We understand that one size does not fit all, and we have developed a program that can be tailored to a stores location and customer base. In fact, two stores in the same street, on the opposite sides of the road, can have varied shopper missions, and hence the opportunity to unlock a truly local potential.”
The business forum concluded with light refreshments to thank key business partners for their contribution and support of New Sunrise retailers over the last 12 months.
