Local Cardiff Big Issue vendor Stuart Drucker amongst first to trial innovative new digital initiative by Big Issue Group 

• Organisation works with Global Street Art to create eye-catching 3D ‘shopfront’ in London to demonstrate how the business model works and challenge existing perceptions
• The social enterprise has launched a new digital initiative, empowering vendors with personalised QR codes to connect with their customers and earn more

A local Big Issue vendor who sells the magazine in Cardiff, Stuart Drucker, is one of ten vendors across the UK trialling a new digital initiative from the Big Issue Group. 

The Big Issue Group (BIG) recently unveiled a shopfront mural in Shoreditch, London entitled  – ‘The Street is my Store’ – in an effort to highlight that, despite not having a traditional bricks and mortar outlet from which to sell, vendors are running mini businesses, buying and selling copies of the magazine to earn a living in order to change their lives. 

The mural, created by Global Street Art’s also aims to raise awareness of a new and innovative digital initiative that will help create new ways for customers to interact with vendors and help bolster Big Issue vendors’ income.  

Stuart Drucker, who is one of ten vendors offering the new digital initiative to his customers, and who sells the Big Issue outside Co-op, Whitchurch, and Roath Farmers Market, spoke about when he started selling the Big Issue: “Around 10-11 years back I started selling the magazine – I had been addicted to drugs but Big Issue helped me through rehab. The team got me all the support I needed and helped me get back on my feet.” 

He continued: “The Big Issue was amazing with me through it all. I really can’t speak highly enough of them. The staff got me to the point where I was doing a 5k run and a 10k run all in aid of the Big Issue. I stopped selling because I got a flat when I was coming out of rehab and then I got a job working at Asda as a butcher and a fishmonger but they closed my counter. And I went back to selling the magazine and volunteering for the Big Issue.” 

On current public perceptions of the Big Issue, Stuart explained: “They don’t understand what the Big Issue does for people – they think we just get sold magazines which we sell on for a profit. They don’t realise the amazing background work the organisation does to help vendors get back on track. And the support they provide. It’s just so much more than selling the magazine. The team here in Wales are brilliant – so cheerful and positive and always there for me.” 

On how it felt when he first started selling the magazine, Stuart explained: “When I first began, I felt very negatively – when people ignore you it really gets to you. But I feel  totally differently now,  everyone who comes to my pitch is so lovely! I don’t even have to ask people if they want a Big Issue now, people seek me out to buy a copy and have a chat, and they come back every week.” 

He added: “My pitch and the customers there are like a family. I’ve been working on the markets for a while now and they have all known me for ages! They are a proper family community, they buy a mag sit down, have a coffee with me – and I’m usually chatting to each customer for around 20 minutes!” 

Stuart spoke about what selling the magazine means to him: “The organisation has helped me so much. They’ve kept me off drugs, helped me find a job, and whenever I’m ill they are on the phone checking up to see if I’m okay or if I need them to bring me anything at all. The support they give you is unbelievable – you’ve just got to want it.” 

“A lot of vendors will come in buy 1 or 2 magazines, but, like any business, you really need to give it your all to set yourself up on a pitch. The community will grow around you eventually, you will get those regular customers coming back every week.” 

On how the new digital initiative will help, Simon explained: “One of my pitches is on a walkway by the river – and quite a few new people walk through – so for those it would help them get to know more about me, and it’s great it links back to my subscription information.” 

The initiative has been created to empower vendors with personalised QR codes on lanyards and webpages allowing customers to share their local vendor’s subscription, pitch location and story with friends and family to help boost vendor earnings. This initiative will eventually be rolled out to all vendors.  

Vendors buy magazines for £2 and sell them on for £4. Customers can also subscribe with a vendor online, which provides a vital additional source of regular income.  

With the support of BIG, these micro-business owners learn vital skills that help them grow and develop, meeting their personal, social and financial goals. However, these businesses wouldn’t be viable without public support.  

Lord Bird, Founder of the Big Issue Group, said: “We are pleased to mark the launch of yet another way by which customers can further connect with their local vendor. Which is why we are urging you to help boost your local vendor’s income by scanning their personalised QR code to share the vendor’s story and subscribe.” 

Big Issue Group collaborated with a creative team and Global Street Art to bring the realistic 3D storefront to life. The artwork is located at Village Underground, London measuring 7.4 metres high by 16 metres wide and will be on display until the 24July. 

To boost vendor earnings, buy a copy of the magazine or subscribe online by visiting www.bigissue.com/boost-vendor-earnings .