A good sign

To the suppliers that fill the shelves of cash & carry depots up and down the UK with their products, the importance of branding is undeniable. The likes of Coca-Cola, Walkers and Cadbury are instantly recognisable to retailers, consumers and wholesalers, and the power of those brands translates into multi-million pound sales.

For wholesalers, too, customer perception is paramount to good business and tools such as clear signage and strong branding can be used to maximise sales.

According to recent research from Him!, retailers spend an average of 56 minutes in-depot, with 80% of retailers questioned saying they want to get in and out as quickly as possible. The survey also found that retailers find it particularly frustrating when a product or category is moved to a new location because it increases the length of time they have to spend ­shopping.

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