Analyst Corner: How well do you know the digital behaviour of your retailers?

To some, the wholesale B2B channel is behind the curve versus consumer, however from our experience of working with some of the biggest wholesalers and manufacturers from across the UK food and drink industry, there is clear agreement that this channel represents a significant opportunity for growth in the future. With nearly every retail order (96%) placed within the delivered wholesale channel, done so through websites or via an app, the importance of getting this channel right is becoming more critical.  Read on, as we explore four questions that you need the answer to in order to maximise your opportunity.

Do app and web activations require different approaches?

Absolutely! Apps are becoming more prevalent and are expected as standard by retailers now. Through our research partnerships and consultancy projects with leading wholesalers, we estimate that where a wholesaler has an app, as well as a website, the app accounts for between 25-30% of total digital sales.

Interestingly, retailer behaviour between the two varies considerably, so a one-size-fits-all digital strategy for app and web will not have the desired impact. Navigation is a great example of this. Following arrival at the home screen, web users are then twice as likely to head straight for the search bar vs any other page. In comparison, app users are much more direct, typically beginning on the Homepage, users then immediately head to product pages.

Is your category/product easy to find?

This is a simple and obvious question, right? However, you will be incredibly surprised at the volume of products, brands and categories that are difficult to find using the search bar navigation on a wholesaler website. In fact, an incredible 14% of searches on wholesaler websites return zero results – this could be the defining reason as to why a retailer chooses one brand over the other. How can you improve the search functionality for your products, brands and category? Getting this right, could result in a noticeable increase in sales immediately.

Are you spending your marketing budget effectively?

Marketing through wholesaler websites and apps can be a very effective way of getting your brand noticed at the point a retailer is placing their next order. However, with an array of options available, how do you choose which is best for your brand?

Media engagement is different on websites vs apps, so suppliers should be considered in how they approach the different platforms. On web, some media types are more than twice as effective as others. In addition, where adverts are placed within the retailer journey can have a significant impact on its success.

What are you missing out on?

There is no doubt that there is a significant amount of untapped opportunity within the B2B wholesale online space. In fact, one soft drink supplier reported in 2019 that its B2B online business is over TEN TIMES that of Grocery & Pure Play combined – is this the case for your business? If not, then it could be!

However, Information on retailer online behaviours remains scarce, making it difficult to truly understand the channel. As a result, we have partnered with several of the leading UK wholesalers’ for the second year running, who have given us unlimited access to the web & app analytics that sit behind their B2B online portals. Rarely shared, this data allows us to understand exactly how retail customers are behaving, navigating and purchasing through the total B2B space.

All compiled within our upcoming Wholesale eCommerce Report 2020 (Retail), this data gives you the insight to grow your digital presence within wholesale and ensure that your investment in this channel is delivering the maximum ROI.

Download the brochure to find out more.