United Wholesale Scotland (UWS) has expanded its partnership with the TWC Group with the launch of a web analytics reporting solution.
UWS had commissioned a suite of additional reports that track online purchasing behaviour on its app and website. The reports are available to suppliers via the existing TWC/UWS sales reporting platform. They report how retailers interact with the wholesaler’s e-commerce sites and how brand activation and sales performance compare online versus offline.
The wholesaler noted that rich B2B e-commerce data is currently extremely limited. With a growing share of its sales now made online, UWS highlighted that it is important that suppliers can access these analytics to accurately plan customised online and offline marketing activity as well as measure the impact of campaigns.
Chris Gallacher, Managing Director at UWS, commented: “There is plenty of information available in the marketplace how consumers interact with digital platforms – but B2B insight is far harder to find…so we decided to find out ourselves, from our own customers. TWC Group is our data partner for reporting wholesale shipments out of depot, so it was natural to ask them to develop an online solution to sit aside our existing data infrastructure. They have done a fantastic job for us, in super quick time.
“We had a load of questions before starting the project. Like, how do our customers use our e-commerce solution? When do they shop with us? What devices do they use? But once we got started, we became even more inquisitive – how is ‘paid-for-media’ influencing spend and purchases, what campaigns are driving greatest click-through rates and so on. Knowing the actual answers to these critical issues was important for us to develop our e-commerce strategy for 2024, in partnership with our suppliers.
“United Wholesale Scotland has partnered with TWC to develop this market-leading web analytics reporting suite so that we can not only monitor retail and wholesale sales but also now understand online sales trends and customer behaviours so that our suppliers can create customised plans for online and offline sales to retailers. This is all part of our approach to be a data-led wholesaler, working closely with TWC on a single source of insight.”
The initiative coincides with UWS recruiting a Director of e-commerce at the end of 2023 who is tasked with helping drive growth in online sales.
Tanya Pepin, MD of TWC Group, said: “It is natural that as more wholesale sales move online, web analytics are going to become more important for wholesalers and suppliers. We are delighted to have partnered with Chris and the team at UWS on delivering yet another tech project for one of our loyal wholesaler clients.”
NAM Implications:
- TWC provision of an online solution to sit aside UWS existing data infrastructure should give the wholesales a leading edge in Scotland.
- Worth a chat for suppliers accessing the UWS footprint.
- On and offline.
