New technologies can drive retailer engagement in wholesale

wholesale tech

Laura Solomon, Insight Analyst

The start of 2017 was an eventful time for wholesale with the announcement of the Tesco Booker merger which is set to significantly impact retailers and other wholesalers in the industry.  This potentially heightened competition means that it is now more important than ever for wholesalers to invest in new innovative ways to engage with retailers. With a rise in online shopping to 84%, retailers are demanding more personalised technologies that can inform, time-save and connect with wholesalers and suppliers.

While we have seen an increase in online ordering, 52% of retailers have never visited a wholesaler website other than to place orders. There is opportunity for wholesalers to drive more retailer traffic to their websites by creating a centralised place to access useful information such as impartial category advice and NPD information. Retailers are also demanding greater personalisation and more progressive search tools. More advanced websites which are functional across various mobile platforms can speed up transactions for retailers on the go.

Retailers in depots are also seeking easy and enjoyable shopping experiences. Over a third of retailers would like to receive targeted promotions to their phone whilst shopping in depot. Using beacon technology to tailor deals to specific retailers can help generate impulse purchases. Bestway is already trialling beacon technology into all 63 of its depots with the aim of boosting sales. Further personalisation of their app to monitor and map out depot routes could help build retailer loyalty.

There is still opportunity for wholesalers to invest more in progressive technologies. New wholesale websites and apps can improve efficiencies and strengthen relationships with retailers and suppliers. This report provides in-depth insights on technological shifts in the industry which can help inform both wholesaler and retailer investment decisions.

The start of 2017 was an eventful time for wholesale with the announcement of the Tesco Booker merger which is set to significantly impact retailers and other wholesalers in the industry.  This potentially heightened competition means that it is now more important than ever for wholesalers to invest in new innovative ways to engage with retailers. With a rise in online shopping to 84%, retailers are demanding more personalised technologies that can inform, time-save and connect with wholesalers and suppliers.

While we have seen an increase in online ordering, 52% of retailers have never visited a wholesaler website other than to place orders. There is opportunity for wholesalers to drive more retailer traffic to their websites by creating a centralised place to access useful information such as impartial category advice and NPD information. Retailers are also demanding greater personalisation and more progressive search tools. More advanced websites which are functional across various mobile platforms can speed up transactions for retailers on the go.

Retailers in depots are also seeking easy and enjoyable shopping experiences. Over a third of retailers would like to receive targeted promotions to their phone whilst shopping in depot. Using beacon technology to tailor deals to specific retailers can help generate impulse purchases. Bestway is already trialling beacon technology into all 63 of its depots with the aim of boosting sales. Further personalisation of their app to monitor and map out depot routes could help build retailer loyalty.

There is still opportunity for wholesalers to invest more in progressive technologies. New wholesale websites and apps can improve efficiencies and strengthen relationships with retailers and suppliers. This report provides in-depth insights on technological shifts in the industry which can help inform both wholesaler and retailer investment decisions.

wholesale tech graph

Wholesale clients can download the report Technology & Innovation: Understanding Retailer Opinon via the client HUB. Not a client of the HIM wholesale programme? Get in touch to find out more: 



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