Smarter selling in the digital age

As online sales soar, how can you stand out and sell smarter? The eWholesale Collective’s latest event has the answers

Photography: Roy Kilcullen

As increasing numbers of UK wholesalers report rocketing online sales, it’s clear that retail and foodservice customers are voting with their feet, making the shift from in depot shopping or ordering by telephone to the ease and convenience of online ordering anytime, anywhere via an app or a wholesaler’s website.

This should come as no surprise as the vast majority of consumers now use online platforms for purchases every day, so why should the business-to-business environment be any different? Stephenie Shaw, Editor-in-Chief, Wholesale News, said: “With so many of us using the likes of Amazon and other online retailers in our daily lives, our expectation of ordering online is sky high. The challenge for the wholesale sector is to ensure that the online experience they offer to customers reflects the ease and appeal of these consumer-facing sites.”

Luckily for wholesale, help is at hand. The eWholesale Collective – comprising Wholesale News and four of the leading FMCG brands Carlsberg Britvic, PepsiCo, Red Bull and Mars Wrigley – provides ongoing support and advice for wholesalers, all aimed at elevating their ecommerce offering and enabling them to sell smarter in the digital world.

Every year, the eWholesale Collective hosts an in-person event, this year held at the Etihad Stadium, Manchester. The event not only brings together the Collective, but also specialists in ecommerce, AI, content, data and insight in order for them to share the latest updates, trends and approaches to support wholesalers to make money, save money and improve efficiencies within their business.

Attendees from buying groups, national wholesalers and family-run wholesale businesses right across the UK were invited to the event to hear from the Collective as well as a range of experts, all to support the sector’s digital development.

ONLINE LANDSCAPE

Martina Di Rocco, Senior Insight Manager at Lumina Intelligence shared insight from the wholesale landscape and Lumina’s Wholesale Online Report to help wholesalers optimise their digital strategy.

She revealed that the number one purchasing route for both foodservice and retail operators is now online, with 68% opting to buy stock this way. The reasons for this were to save time and resources, flexibility and convenience, but also the ability to compare prices and promotions on multiple platforms.

This emphasises the need to have an optimised digital strategy, Di Rocco said, reminding wholesaler that online is not a threat to depot shopping, but a helping hand to boost engagement and traffic.

Influencing operators’ shopping lists is critical to influencing behaviour, she said, highlighting three key ways to do this successfully. “Special offers create a sense of urgency and encourages them to take immediate action, while enhancing brand visibility increases top-of-mind awareness and standout from similar products. Targeted WhatsApp promotional messages make communications feel personal and boosts conversion rates.”

She also shared examples of how the best marketing campaigns utilised every customer touchpoint, such as in-depot signage, WhatsApp messaging and digital advertising optimised for desktop and mobile users.

“Offering a unified experience between physical depots, websites, mobile apps, scial media, advertising channels keeps consistent messaging and reassures customers that they can start their shopping journey online and complete it in-store. ,” she said.

Another important element to get right was around the focus of your messaging.

“Foodservice operators tend to value messages focussed on profit margins, top sellers and sustainability, as these directly impact financial performance, customer satisfaction and brand reputation,” said Di Rocco. “For retailers, top sellers and profit margins are key factors that influence purchase, but your messages should also shout about promotions. These three factors have a direct impact on profitability, sales speed and customer attraction.

“In your messaging, focus on highlighting margin levels, what products consumers consistently demand, showcase certifications or ethical stories and share limited-time deals.”

ALAN FAWBERT
Digital Commerce Director, Carlsberg Britvic
“There is so much change in the industry right now. We know that retail and the grocers have been through this journey for 10 to 15 years, and we’ve been on that journey with them as brands and partners. As a result, we can bring that expertise and show the journey we’ve been on with them and apply that learning to wholesale websites. This not only benefits wholesalers in growing sales, but it results in a better experience for their customers.”

SYDNEY BRON
B2B Ecommerce Specialist, Red Bull
“There is a real desire across the wholesale sector to learn from each other and a real recognition of the fact that if everyone makes the effort to improve, the industry will advance as a whole. We know that those buying products in B2B now expect the same experience that they get from grocery or quick commerce and if they don’t get it, they’ll go elsewhere. As a sector we need to move forward. It’s not an ‘if’, but a ‘when’, so if not now, then when?”

PERFECT CONTENT

Debbie Wilson, Digital Acceleration Manager, Mars Wrigley, addressed the importance of optimised product content for sales conversion online. She shared examples of how product images are one of the most powerful sales tools, but often aren’t used to best effect.

Accurate product titles and descriptions are also an area that wholesalers often get wrong. Incorrect titles result in failed searches, while product descriptions with missing information can result in incomplete sales.

NIQ Brandbank’s Simon Hutchinson and Arron Randall discussed the importance of the digital shelf, and how it isn’t just for ecommerce, but serves other essential purposes including driving awareness and conversion. “Today’s shoppers want best-in-class content,” said Hutchinson. “Our data shows that interaction increases on product pages by 46% if there are more than five images. If there aren’t images and product information isn’t available, shoppers will go elsewhere so these are crucial elements to get right.”

Dragonfly AI confirmed the need to deliver the right content immediately. “You only have three seconds to capture consumer interest,” said Kate Nunan and Sophie Pain (pictured top, p17). “We are bombarded by visual communications and millions of pounds is wasted on content that just doesn’t work.”

From packaging and advertising to social media, visual merchandising and even ecommerce thumbnails, a clear way to win is by using optimised hero images that clearly show the product’s point of difference to make it both visible and digestible for customers, resulting in sales.

LAUREN JOHNSON
Impulse Online Head, Mars Wrigley
“It’s not often that you can get brands, wholesale customers and specialist service providers all in a room together, and all with the same energy and enthusiasm about eB2B. It’s something that we all feel really passionate about, and collectively want to drive forward as everyone here can see the huge potential for growth. As a result, at events like this, you can feel the positivity in the room as we discuss ideas, share solutions and celebrate best practice right across the sector.”

GAIL BRIDGEMAN
Director of Ecommerce, Bidfood
“I actually believe that ecommerce is going to grow exponentially over the next few years. I also believe that there is so much more innovation that is still to come in ecommerce, and by working together at events like this, we can embrace the massive opportunity to really increase our ecommerce presence. Traditionally, wholesale has been behind other sectors, and I feel really excited about the future and what will be possible.”

QUICK COMMERCE

“Given the challenging economic landscape for convenience stores, it’s never been more important for retailers to meet their customer’s demands,” said Greg Deacon, VP, Snappy Shopper.

“Q-Commerce is the fastest-growing channel in convenience, offering huge potential and opportunity,” he said. “Data suggests that the market will reach £4bn by 2030, growing more than 10% each year. [1]”

More than 40% of UK consumers have used an on-demand delivery service in the past 12 months (66% of Gen Z) [2]. Currently this is concentrated in London, but expected to expand nationwide, offering convenience retailers a significant opportunity to grow sales. ACS data shows that just 34% of convenience retailers offer online delivery, but those who are doing it well are driving profitable and sustainable growth with increased shopper retention and spend.

SOCIAL MEDIA

With engaged followers following its every move, Filshill’s use of social media is best in class and shows what can be achieved with some creativity, investment and a dose of courage. From sharing supplier messages to creating its own brand ambassadors for Key Stores, Stephen Shek demonstrated what works and drives results.

STEVE MARSHALL
Digital Strategy Manager, PepsiCo
The eWholesale Collective is a true collaboration in every sense of the word. Not only does it bring together the four brands and Wholesale News, but it also gathers together the latest thoughts on how we can move forward together.
These annual events are invaluable to better understand the challenges facing our wholesale customers so we as brands can support them to deliver exactly wht their customers need.
There is so much to be gained from working collaboratively like this. By bringing together these brands, we can then work together with our customer base to make sure that we continue to drive the online acceleration of digital.”

CLAIRE TAYLOR
Digital Marketing Manager, Unitas
“Today has been amazing, especially as it provides wholesalers with the opportunity to talk directly with leading brands about how we can create better content together that can drive us all forward.
Events like this are so powerful as they bring people together who, in our digital roles, often work in isolation. You can see how energised and inspired the group is having shared ideas and identified solutions to take back.”

MELANIE CLAYTON
Digital Marketing Manager, Parfetts
“The eWholesale Collective events are incredibly beneficial for us as a business.
This year, there are new service providers sharing insight, and I’ve learn more about AI and about WhatsApp, and it was great to hear from Lumina and see some of the stats they pulled out.
It was really great to hear from Filshill about their social media journey as it’s something we’re actively working on at the moment, and hearing their insights will help with our strategic planning.”