Sir; As an independent retailer, one of the few benefits I am afforded that is not open to my multiple brothers is the scheme known as "Airmiles for Independent Retailers". This is a scheme run by Airmiles in conjunction with various manufacturers. Each year the range changes, with Airmiles rewards accrued in return for the purchase of specified products. Big names currently subscribing include Kimberly Clark, Lever Brothers, Birds Eye Wall'§s and Lyons Tetley. Airmiles have occasionally caused me to favour one product over another in buying plans. One example recently was the launch of Bounty by Procter & Gamble. I gave a much higher level of support instore to Fiesta, produced by Kimberly-Clark, than I did to Bounty, because of the Airmiles scheme. Add to this the clever use of "Bonus Airmiles" at certain times and you have a situation where my stores have sold more Fiesta than ever before. This was a sales director using every weapon in his armoury to tackle a new competitor, and coming up trumps. I might sound a bit over-focused on this sales aid, and I will never mortgage profit in pursuit of Airmiles. The products that do well are ones that offer good margins and Airmiles to boot! My messages are these. To sales directors: this tool is a powerful one ­ use it wisely and reap the dividends. To independent retailers: if you aren't collecting Airmiles you are missing a big trick. I took my family to Florida last year on Airmiles. Get collecting! Philip M Horsfield Owner {{LETTERS }}