Wholesaler Parfetts has passed a milestone in its digital growth, with online orders now accounting for more than half of its total sales.
Around 40% of the digital sales come via the web and 60% through its app, which underwent a major update in April. The group highlighted that since the update, time spent on the app has risen by 20%, while orders placed through it are up 10%, supported by a steady flow of new users.
Parfetts noted that retailer behaviour is also shifting. “We’re seeing a real trend for retailers searching for energy and functional drinks, and more are now searching by brand rather than by product,” said Melanie Clayton, digital marketing manager at Parfetts.
“Retailers have a lot of access to data now through the platform. They can see stock levels, spend targets, and minimum spend quantities in real time. All of our promotions are in one place, and we’ve improved search and scanning functions to make ordering easier than ever before.
“They also get access to a three-weekly digital pack, which gives them exactly what they need to run promotions to full compliance. It’s a huge benefit and allows them to be sharp each and every promotion.”
The wholesaler highlighted that Sunday is now the most popular day for orders, closely followed by Monday, showing how retailers are planning their week through the platform.
Parfetts recently spread its cash & carry footprint to the south of England with the opening of a 113,000 sq. ft. depot in Southampton. The company has grown its turnover by 110% in six years to reach £800m and now supports more than 1,650 retailers nationwide.
NAM Implications:
- Online 50%+ is a whole new ball-game…
- Retailer access to data now through the platform is obviously a major plus.
- But the rising cost of fulfilment will dilute the bottom line…
