Parfetts is ramping up investment in digital channels with a new appointment to lead the transformation.
Natalie Campbell has joined the wholesaler as its Online Manager. Her brief includes “formulating and managing initiatives that enhance interaction with Parfetts online and on mobile.”
Parfetts revealed that its digital operations are growing quickly and already account for 30% of orders received. The company stated that it is accelerating its digital development transformation to become the “best in class business for customers or suppliers in depot, online or on mobile”.
Commenting on her new role, Campbell said: “Parfetts is often recognised as the best in class operationally, my goal is to achieve the same digitally. I will do this by matching suppliers needs to those of our customers, on relevant and innovative platforms.”
Parfetts recently revealed that a 24-hour retail cycle had driven unprecedented growth at its Sheffield depot. The move saw online grow to 42% of the depot’s total sales and are expected to hit 50% in 2019. Retailers are said to have reacted positively to the ability to order up to midnight for deliveries the following day.
Guy Swindell, retail director of Parfetts, commented: “We believe that by deploying best in class technology across all aspects of our business, Parfetts will become the easiest wholesaler to work with in the industry.
“We have already made big steps in growing our online channels, and Natalie is the right person to lead the next stage in our journey. Extremely driven, she has a deep understanding of the business, its customers, suppliers, and has a proven track record of successfully managing projects.”
