Ramadan is the most important time of the year for many of Westmill’s customers.
This year we wanted to support them with their merchandising on a level never seen before. We wanted to see our wholesale, cash and carry, and grocery customers unveiling their best ever Ramadan displays.
We knew it was going to take something special to make this happen, so we called on our Westmill colleagues, to join our Sales and Marketing teams.
The response was staggering: 61 people from right across the business – including members of the Board, colleagues from Head Office, the factory, the warehouse, and from every site stepped forward to take part in the biggest merchandising team Westmill has ever seen, and hit the road.
We called on 156 outlets across the country to help our customers increase on and off-shelf presence of our Elephant Atta, Rajah, Tolly Boy and Habib brands, and create impact with eye-catching point of sale (POS) tools in and around the product.
Effective merchandising displays increase sales by promoting key messages, increasing brand presence, assisting with product navigation and capitalising on the ‘impulse’ to buy
We saw some fantastic creative work in this first true cross-business collaboration of its kind at Westmill, and we hope the first of many!