Brewing up sales for retailers

Nisa partners are being encouraged to take a break, pop the kettle on and give up less than five minutes of their time to help grow biscuit sales by up to 24%.

In a new-style direct marketing approach, retailers have been sent a mini tea break in a box comprising a Fairtrade teabag and a packet of biscuits along with a QR code linking to a video featuring Nisa partners who are reaping the rewards in the category.

In a short film, the retailers from Earl Shilton, Leicestershire and Hitchin in Hertfordshire share their success stories, taking partners through what they did to increase biscuits sales in their stores.

Of the eight stores who ran the Better Biscuits Initiative in conjunction with Pladis Global, the uplift ranged from eight to 24% through simple re-merchandising steps to existing fixtures and ensuring the right products were on sale.

The marketing also shares planograms with Nisa partners that can be downloaded for use in their own stores.

Gagandeep Singh in Hitchin said: “My sales have gone up eight per cent compared to the year before, that’s £1,600 extra in my pocket, by doing nothing extra.”

And in Earl Shilton, Harpreet Dhami has seen profits increase by about 15%. She said: “We would recommend the planograms to other stores because it does really help with sales.”

Caroline Rose, Wholesale Category Controller for biscuits at Nisa, said: “Following the brilliant results from the trial, my advice is to download the Better Biscuits planogram.”

She also urged partners to share their own success stories to help other Nisa partners see the benefits of implementing the Better Biscuits initiative.

The video is available on YouTube, see below.