Gifts Today magazine

BIRA website shortlisted for award

British Independent Retailers’ Association's new website picked as a finalist in Association Excellence Awards

BIRA have received national recognition in the Association Excellence Awards having supported independent retailers for 117 years.

Based in Birmingham, the British Independent Retailers’ Association work with 6,500 independent retail businesses of all sizes to help their businesses thrive.

Following their recent rebrand and new website launch, BIRA were shortlisted among the six finalists for Best Association Website in the prestigious national awards assessed by more than 25 CEOs from leading associations.

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.

The winners or the awards, organised by the Global Conference Network, were announced on Friday, March 31, at the Hurlingham Club in London where the ceremony was hosted by BBC presenter Nana Munchetty.

BIRA’s category was won by the Recruitment & Employment Confederation, with the British Medical Association, Community Pharmacy Scotland, Scottish Federation Of Housing and Society For Endocrinology being the other finalists.

With a mobile-first strategy, BIRA’s 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.

Sarah Arnesen, BIRA’s Head Of Marketing, PR & Events, said: '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.

'It’s a hub of practical resources, advice and inspiration with 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.

 Certain MD Phil Dean said: '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.

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