MyDaily by O’Reillys Wholesale Ltd – one year onboard
Developed for retailers across the island of Ireland, the country’s newest symbol group, MyDaily is built on local supplier partnerships, community-focused retailing, and a commitment to helping independent retailers thrive in an evolving marketplace. O’Reillys Wholesale engaged a new and highly experienced retail team to develop and roll out the new retail symbol proposition. NR found out more from Head of Development, Arron Potts.
MyDaily is Ireland’s newest symbol group, backed by the strength and expertise of O’Reillys Wholesale. Continuing to grow its network, it brings together neighbourhood convenience stores and larger forecourt locations under one recognised brand. So, let’s take a look at why the MyDaily strapline reads as ‘convenience you can depend on’.
With over 65 years of wholesale experience, O’Reillys Wholesale has built lasting relationships with retailers across the island of Ireland by delivering reliable service, strong value and practical support – values that are at the heart of the MyDaily offering. Through its affiliation with the UK-based Sugro Buying Group, a major independent buying group, O’Reillys Wholesale also has the purchasing power to secure the best deals for its wholesale and retail customers.
Significant planning went into establishing MyDaily, with a great deal of care and consideration given to the look and feel of the brand and, importantly, what O’Reillys Wholesale would be offering its retail partners. O’Reillys Wholesale’s forward-thinking approach recognises that change is inevitable, but ambition is constantly growing.
“Whatever we decided to create, it had to be genuinely better and add value to the retailer,” said Arron.
“That started with the brand itself – how it would look, the proposition, the branding colours and the overall feel – but it was always about much more than that.
“We didn’t want to simply create another fascia brand. We wanted to build a proposition that gave retailers a genuine reason to join and offered real value to their business.
“We stock over 6000 lines in our warehouse, but we must make sure they’re the right lines for our retailers. We also had to make sure there were real benefits to joining, because ultimately, it’s about supporting the people behind those businesses.
“Another really important part of building the MyDaily proposition was making sure we had a comprehensive range of central billing suppliers available to our retailers, both north and south of Ireland. It was about building strong partnerships with our suppliers and bringing that together with what O’Reillys Wholesale can offer, so that we could create a really strong and compelling package for the retailer.
“We’re very grateful to all our suppliers who have come on board and supported the MyDaily proposition. Their involvement is an important part of what we’re able to offer our retail partners.”
Key to the development of the brand was putting together a strong team with experience in FMCG and, importantly, an understanding of what a symbol group needs to deliver for independent retailers.
“We want to help independent retailers compete more effectively, attract more customers and, most importantly, feel supported while still retaining their independence,” said Arron.
“For us, it was about looking at O’Reillys Wholesale’s existing customer base and asking what more we could do to support those businesses. We are extremely fortunate to have a strong independent retail base within our customer network, and we want to build on that.
“It was never just about supplying a retailer with more product. We’re still very much a wholesaler, and that’s at the heart of our business. What MyDaily does is give retailers who are looking for a branding opportunity another option – bringing the benefits and support of a symbol group, while allowing them to remain independent and continue to trade with O’Reillys Wholesale.
“That’s what we wanted MyDaily to deliver – the branding, the right range of products and, most importantly, genuine retail support behind it. The fascia design is only one part of the proposition. We want our retailers to know they’re getting an experienced team behind them, supporting their business, helping them grow and continuing to deliver the wholesale service they already rely on.”
Wanting to become a genuine partner to its retailers, O’Reillys Wholesale has invested heavily in its team, bringing significant retail experience and expertise to the MyDaily proposition. Everything is considered. From the initial customer meeting involving the full team, who map the shop layout, propose how it could look, explore and streamline the full range of products available, and provide visual merchandising, whilst always considering the customers’ ideas for change.
While O’Reillys Wholesale is behind the MyDaily brand, Arron said the foundations were already firmly in place through the company’s established wholesale operation and distribution network.
“We’ve always had a wholesale team that is invested in supporting our customers and understanding their businesses. What we’re doing now is taking that experience and expertise to the next stage of the journey with MyDaily.
“We have a team that understands retail, we have the wholesale infrastructure and distribution network behind us, and we have spent a lot of time bringing all of that together to create a proposition that genuinely supports our retailers.
“The brand is modern and fresh, and it gives us a strong proposition to take to independent retailers. We’re giving them more tools, more support and more opportunities to help them compete effectively, but also to grow their businesses.
“We’re not a contract brand, and there’s no fees to be part of MyDaily. Ultimately, retailers are choosing to work with us because they believe in what we’re offering, and we have to continue to earn that trust every day. We have to make sure we’re delivering a proposition that retailers genuinely want to be part of.”
