With over 4,000 retailers and a probable current turnover of £230m., Spar Vivo's performance over the past few years has been impressive. Its success is due, primarily, to three factors: an imaginative and colourful approach to promotions; a persistent and developing policy of own‐brand merchandising; and a realisation that what counts, in the last analysis, is the operational performance of its retailer members. RDM interviewed the two men at the top — Michael Reynolds and John Irish.
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