Pladis has launched a bespoke, multi-language-focused trial with Dhamecha Cash & Carry.
The purpose of the manufacturer’s ‘Better Biscuits’ category initiative in the leading wholesaler’s seven London depots will be to identify the impact and sales growth from using five different languages – English, Hindi, Tamil, Urdu and Polish – on point-of-sale material, giving retailers from a wide range of backgrounds the tools and information to help them attempt to grow their biscuit sales.
Hena Chandarana, head of customer marketing – convenience at Pladis UK&I, said: “It is important for us to work collaboratively with our customers, understand their shoppers and identify areas that help them grow sales.
“Dhamecha recognised that in-depot, for many of its customers, English may not be their first language, and this can act as a communication barrier. Following this feedback, it was important for us to develop information that is easily digestible, accessible and easy to understand for all.
“We are pleased to be working with Dhamecha on this project, and hope we can develop this even further in the coming months following successful 12-week trial results.”