Inside Retail Awards Nights: What Brands Need to Know

Awards season may be over, but the lessons from it must not be overlooked by brands.

This year *shopt have attended and taken part in four of the biggest UK convenience retail award events, seeing first-hand what is being rewarded in the industry, and why. *shopt weren’t just spectators- we were in the rooms, listening to acceptance speeches, talking with nominees and winners, observing trends across regions and formats.

We were honoured to be present at:

• The Fed Awards 2025 (as sponsors of the Best use of Technology award)
• Retail Industry Awards 2025
• Asian Trader Awards 2025
• Scottish Grocer Awards 2025

Together they provided a mosaic of UK retail: big-brands, independents, multiples, convenience, local community stores were all present. What emerged clearly is this: Success in retail today isn’t just about having a ‘good’ product- it’s about how your brand and products align to the realities of local, independent retailers and their communities.

We found three consistent themes emerging, which brands need to take account of:

Innovation & Channel-Fit Matter More Than Ever

Innovation remains pivotal, but the message from retailers this year was loud: the innovation must suit the channel.

At the Asian Trader Product Awards, standout winners were those whose products weren’t just new, but were built for convenience / independent/non-food-specialist channels. The packaging size, the speed of purchase and the format relevance all came up repeatedly.

In the Scottish Grocer Awards, the Innovation Award went to retailers who had adapted their service or store format to meet changing shopper expectation and local behaviour.

At the Fed Awards, one of the new categories was In-Store Activation of the Year, recognising brands or retailers that made in-store innovation tangible (display, experience, conversion). 

Brand implications:

• Think beyond the “national launch”. Ask: how does this product drive value in smaller-format, independent retail, convenience, local store?
• Pack size, shelf impact, impulse-friendly, bespoke regional version- all matters.
• Partner with retailers to tailor innovations: if you’re going into independent/convenience, show you’ve adapted the format for that channel.

Action for brands:

• Do you have a version of your product optimised for convenience / community retail?
• Can you articulate how your launch or innovation works specifically in a local-retail setting, not just in a big supermarket?
• Are you ready to support local activation, in-store display, impulse formats?
  
  

Tech, Data & Local Engagement Are No Longer Optional

Across the four awards, retailers made clear: success today is about more than product- it’s about how you deliver it, how you support it, how you help the store operate better.

In the Retail Industry Awards, the “Best Use of Technology” category (sponsored by *shopt!) highlighted how independent / smaller stores are embracing tech: click & collect, digital POS, digital promotional screens.

The Retail Industry Awards also featured Best Use of Technology as one of its categories. 

In the Scottish Grocer and Asian Trader awards, even stores winning purely “product” or “store” awards referenced how data, digital communication or local + community integration played a part.

What brands should note:

• Many retailers do not just want the product- they want the partner. They want you to help them use tech/data, to support them.
• Brands that provide analytics, support for local in-store digital screens or run retailer-specific activations will stand out.
• Localisation matters: the “community retailer” awards emphasise the importance of local relevance and connection, not just national coverage.

Brand checklist:

• Do you supply retailers with digital-ready assets or support for in-store screens / activation?
• Can you provide data/insight that helps the retailer make decisions (e.g., shopper behaviour, regional trends)?
• Are your brand activations adaptable to local-store environments rather than only big-format national rollouts?

Sustainability, Community & People-Powered Stories Are Now Non-Negotiables

One of the most heartening themes from 2025 was the celebration of retailers as community hubs- and brands are increasingly being expected to share that role:

• At the Scottish Grocer Awards, the Sustainability Champion honour recognised stores with real action (energy efficiency, waste-reduction, community programmes).
• At the Fed Awards one of the categories is Community Champion of the Year, acknowledging how independent retailers deeply embed into their communities.
• At the Asian Trader awards, the “Spirit of the Community” Award made clear that independent convenience prizes local relevance.

What this means for brands:

• Brands who truly want to succeed in the channel can’t just be in-store on the shelf; they must integrate with the store’s story. If the store is a community hub, your brand can support that. Having a physical presence to support stores at community events, store openings etc. makes a big difference to how supported that retailer feels.
• Sustainability credentials- packaging reduction, supply chain transparency- matter not just in product briefs but in communication with retailer and consumer.
• People matter: the awards celebrated store owners, staff, local initiatives. Brands that align with people-led stories win advocacy.

Suggested brand actions:

• Offer local-store collateral telling the story of store + brand working together in the community.
• Develop activation programmes that support local events, sustainability efforts, or community causes.
• Ensure your brand’s sustainability and people-support credentials are clear, credible and can be applied locally (not just headline statements).

How *shopt’s Presence Adds Unique Value

Attending all four ceremonies meant we didn’t just find out the winners names, we heard the why. Below you will find a checklist based around these insights to take back to your business and ensure you are bringing each of these areas to life.

*shopt acts as the bridge between brand and retailer- we understand what retailer-owners are validated for, what they value, and we bring brands into that conversation with credibility, relevance, and activation support. Investing in the *shopt app as part of your convenience retail channel strategy will connect you with retailers in a fast but effective and meaningful way.

For brands looking to lead in 2026, this isn’t optional. It’s foundational. Let’s talk about how your brand can be ready- not for the next award ceremony- but for real-world independent retail success.

Brand Checklist: What You Need To Do Next 

1. Review your format-fit
   • Do you have an option for convenience / independent / local store where format, price, pack size are adapted?
   • Is your innovation or launch aligned to the rapid-move, high-turn convenience context?
2. Support retailer operations
   • Provide digital-ready assets (screens, POS, in-store media) or analytics support. 
   • Offer retail activation that adds value to the retailer’s business (not just “brand only”).
3. Build local stories
   • Develop narratives & materials that local retailers can use: “this is your store + this brand working together”.
   • Support community initiatives, sustainability action, local events.
4. Measure & communicate
   • Be ready with data: how your product performs, how activation worked, how you supported retailer.
   • Have local case studies, testimonials, proof points, not just national stats.
5. • Tap into regions, independent retail groups, convenience channels early.
   • Don't wait for a national launch, use a smaller-scale trial or adapted formats first.
     
     

Contact us today to find out how we can support your brand to succeed in the convenience retail channel: hello@shopt.co.uk.

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