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DIGITAL GROWTH


Businesses taste success through digital scheme


Recently, a major Digital Conference, hosted by the Chamber in partnership with Leicestershire County Council, hailed the impact of the Digital Growth Programme in Leicester and Leicestershire (see p36-37). Over the past three years, the


£5.2m programme has helped more than 1,050 local businesses to access expert advice, support and funding to enhance their digital capabilities. Here are two of its success


stories, which are both Chamber members.


SNACK SALES WRAPPED UP Food Attraction makes frozen and chilled food for national restaurant chains and supplies a range of finger foods to national wholesalers. One of its sub-brands, Jake &


Nayns, has developed a range of handheld snacks called Naanster – Indian wraps sold through retailers including Sainsbury’s, Aldi, Co-Op, Spar and Londis. The brand built up its presence


using social media, where it has a large community of followers. However, it needed a website to


create an avenue to talk to its consumers directly, as well as engaging with retail partners and wholesalers looking to work with the brand and stock its products. The Digital Growth Programme


provided grant funding of £2,500 towards a total project spend of £7,000 for the new website, along with 20 hours of advice and support about the functionality and design of the new site, marketing and maximising the return on investment. In addition, the Collaborate


project provided a £19,000 grant to fund the purchase of a new packaging machine. The new website has given the


company an official home online, helping it to better engage with customers and build credibility


68 business network May 2019


London Edge has significantly enhanced its online presence


among retailers and wholesalers. This has given the company new


routes to market nationwide. Increased demand has led to the creation of three new jobs, while the wrapping machine has enabled it to improve the Naanster’s packaging, leading to an increase in sales. The company is now in advanced


talks with several retailers and sport stadiums to stock the product. Jake Karia, Director, said: “Our


new website has helped take us to the next level. “It’s given us the credibility we


needed to be able to talk directly with national retailers and supermarket chains, rather than being a direct-to-consumer brand. The increase in business has enabled us to create new jobs in Leicester.”


DRIVING INNOVATION FOR FASHION RETAIL BUYERS LondonEdge is a world-renowned trade show which brings international music, fashion and lifestyle exhibitors and buyers together at annual events in London and Las Vegas. It’s the only trade show on the


planet which exclusively showcases new sub-culture collections and youth culture designers. It gives buyers the chance to engage directly with the key


Jake Karia with Food Attraction’s range of products


players and market-makers in youth culture, music, lifestyle, fashion and body art. LondonEdge wanted to create a


platform which would bridge the gap between exhibitors at the trade show and buyers around the world, all year round. Although it has the market for


alternative lifestyle and fashion cornered, connecting its exhibitors with buyers remains a key challenge. The Digital Growth Programme


provided grant funding of £6,500 towards a total project spend of £16,000 to create LondonEdgeNow, a digital platform which creates a real-time virtual trade show online. While trade shows are still key, a


higher percentage of sourcing merchandise is now done online between shows. The site provides designers,


manufacturers, wholesalers and agents with a purpose-built digital showroom from which to sell their collections and allows buyers to source, view and order multiple collections via a single platform. Since launch, 45 exhibitors have signed up and use the platform to


showcase more than 4,500 products between shows. In addition, more than 200


buyers have subscribed to the platform from around the world. In March 2019, LondonEdge


recruited a new team member responsible for driving the platform forward and developing its commercial potential. Founder Carole Hunter said: “Our


sector has undergone massive changes in the way people buy in recent years. Most business used to be done at trade shows, but most sourcing and buying is now done online. LondonEdgeNow gives us the ability to bridge that gap and provide our exhibitors with access to an engaged audience of relevant buyers which are already connected with the LondonEdge brand.”


To keep up-to-date with the Digital Growth Programme and the support it provides, visit www.leics-digital.co.uk (if based in Leicester or Leicestershire) or www.d2n2-digital.co.uk (if based in Derby, Derbyshire, Nottingham or Nottinghamshire).


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