Nisa has launched a programme aimed at building stronger relationships between its drivers and retail customers.

Under the new programme, dubbed DNA, Nisa will hold monthly feedback sessions with drivers to discuss progress, issues and training, and be debriefed on any problem journeys.

The retail buying group is also allocating drivers to regular routes so they can build up relationships with the retailers they deliver to.

“It’s a big programme that will take a long time, but it’s the right thing to be doing,” said Nisa distribution director Jon Stowe. “It’s a cultural change that will anchor drivers to routes and make them a real part of the process.”

He added that he expected the DNA programme to run until the end of 2014.

Nisa’s distribution is handled by DHL, who won the contract in April 2011 from Costcutter owner Bibby Line Group.