The Weetabix Food Company has signed up to ecommerce analytics provider e.fundamentals’ wholesale service to monitor and optimise its online sales performance through wholesale and out-of-home channels.
e.fundamentals Wholesale will provide the cereal producer with insights showing how its brands are performing online and the actions required to help improve sales through major wholesaler ecommerce sites – including Booker, Brakes, Bidfood and Bestway.
e.fundamentals Wholesale works by highlighting brand performance against six fundamentals proven to impact sales through delivered wholesale. These include: getting product content right; managing smart pricing and promotion; and making sure products are easy to search, find and buy. The service makes clear the actions needed to improve sales performance, so it’s quick and easy for sales teams to make adjustments online.
Weetabix’s senior channel optimisation manager Ed Harman commented: “We’re seeing ecommerce become increasingly important in wholesale, particularly in the on-the-go category.
“Our challenge is to differentiate ourselves online as effectively as possible and e.fundamentals is now helping us do this with better sight of information, such as category pricing. They are also supporting the upskilling of our team so we build constructive new relationships with customers.”
Weetabix has added e.fundamentals Wholesale alongside e.fundamentals Retail, the analytics firm’s retail service, which it started using in late-2018.
Harman added: “We’ve seen first-hand how e.fundamentals’ retail service has been able to improve our ecommerce retail performance. Now we’re keen to get the same benefits for our wholesale and out-of-home channels. Their focus on delivering actionable insights has been critical in demonstrating the successes to date. They’ve put a powerful tool in the hands of our sales, marketing and category teams which will strengthen our relationship with customers and help boost sales.”
e.fundamentals Chief Executive John Maltman said: “To be effective across all ecommerce, brands require insights into their products’ online performance through wholesale as well as retail. Our clients have this single platform to drive sales growth across both channels.”
