The Mica co-operative group has just gone live with brand new upgrade, featuring additional supplier resources alongside a contemporary new look for consumers.


A dynamic store-finder is one of the key features of the new site, improving marketing opportunities for Mica members. Users can now search for their nearest Mica store using a map tool, as well as being able to search for their local store by name and town and follow links to the member's website.

Mica ceo Steve Ball told DIY Week: "We're a marketing organisation first and foremost. And we know we offer the best, most varied and exciting consumer leaflets in the marketplace, but we wanted to replicate this in our online image.

"Given the arrival of the truly digital age with consumers searching for products and information online, it is important to get the next generation of shoppers into our independent retailers."

Mica claims its new site goes beyond simply being a portal to pass on details of local stores to consumers. "We're making it clear for any new user who is unfamiliar with Mica that we are not a chain store," added Mr Ball. "We're a co-operative group of independent retailers, working together for the benefit of each other and our consumers.

"That's crucial to our image and something other groups miss, the value of remaining and being perceived as truly independent - and it's the first thing you see when you come onto our site."

The site isn't just for consumers; members have access to up-to-the minute supplier information, including a supplier book tool, as well as downloadable files including PoS material, logos, special offers and price lists. Members can also interact in a forum as well as download brochure PDFs and retail support tools.

Each Mica store has an individual page complete with Google map, store image, space for detailed information on their departments and services, address and contact details, opening hours and more. These can now all be fully controlled by the member who has the ability to update anything at their own convenience.

"We're a membership organisation, owned by and run for our members," added Mr Ball. "It's right that they should have control over their online presence."

Mica is currently working with its suppliers to bring consumer hints and tips to life using real life product examples and simple DIY tips geared towards the non-expert. The online brochure is set to upgrade shortly to become viewable as a 'page turning' device for consumers to browse.

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