Sugro UK, the buying co-operative of over 80 independent wholesalers, is introducing bespoke segmented marketing features to its centralised member App offering in partnership with b2b.store.
This means that its members can take advantage of in-platform communications to boost sales and grow basket sizes. The new functionality covers everything from setting up in-platform push notifications to advertising and creating banners. These communications can be targeted at specific customer segments based on customer type, location etc. These segments are created within the customer data file and then selected through the admin panel.
Moving forwards, segmentation will be available automatically through the panel itself so that comms can be targeted based on transactional behaviour. There is also the ability to A/B test campaigns in real-time, giving insights that can be used to improve ROI of future campaigns.
“At Sugro we are committed to working with both Members and Suppliers on delivering E-commerce solutions that will give the Group the opportunity to further enhance its digital offering,” said Yulia Petitt, Sugro’s Head of Commercial & Marketing.
“We already offer a free-of-charge digital App solution, and amid the vital importance of digital in the wholesale channel, we believe that it is imperative for our members to remain at the forefront of the move towards full digitalisation. Our aim is to provide our members with access to all necessary tools and technology that will allow them to continue servicing their customers efficiently.
“The Group has had a fantastic half-year with sales being up by 20% year to date, year on year with growth across all categories. Personalised targeted segmented marketing will take the digital offering at Sugro to the next level so there is certainly no doubt that the growth will continue into the second half of the year.”
Rob Mannion, founder and CEO of b2b.store, added: “This latest release of b2b.store is really important as it’s unique in the sector. Giving wholesalers the ability to segment their comms and target customers in this way will ensure they can use the digital channel to its full potential. Supplier ads can link directly to product meaning customers can add those products to their baskets from the ads. And real-time A/B testing means wholesalers can really grasp the digital opportunity by iterating on the most effective adverts”.
