Zoo has extensive experience in selling directly to the Independent sector. Zoo can undertake either short-term tactical work or provide third party sales forces for longer term activity. Seasonal products benefit well from tactical activity. Zoo has a substantial database of Independent Retailers, that is constantly being updated. Independents visited range from Convenience Stores, Corner Shops, CTN's, to Off Licences. The database carries specific data about each store including size, number of chillers, type of outlet, location etc. This data is added to after each activity that Zoo undertakes, making sure that the information stays up to date. Zoo also has an extensive Independent On Trade database categorised by outlet type, which means they can be targeted very specifically by various products, for example, soft drinks, alcoholic drinks, snacks, crisps, and vending machine items. Daily reporting is often a requisite for this type of activity and Zoo offer a telephone voice prompt system if required. This enables results to be phoned in during the evening, providing an up to the minute report for the Client the next day.

As the recommended agency for Booker Cash & Carry, Zoo has the advantage of being the only agency who have a stock transfer system with the Cash and Carry Branches, allowing stock to be taken out on credit.

Zoo believes that activity within the Independent sector is very important and that relationships should be built with the retailer throughout each year. That contact can be a mix of face to face, phone and mail. The amount of contact and by what method depends on the value of the outlet to the brand. Zoo has called this approach to the Independents, "Contact Strategy".