Sugro deepens investment in data

Following the launch of its Insight Service (in partnership with TWC) in Autumn 2023, buying group Sugro is deepening its investment into data for its suppliers and members.

The buying and marketing group noted the importance of suppliers being able to track the journey their products take on their route to market, acknowledging that providing wholesale sales data alone may not fully meet the needs of data-focused suppliers. Sugro’s members have collaborated with its Central Office to categorise core customer types within its cost sector, hospitality, and retail, offering detailed insights.

By identifying nine distinct customer types, including retail outlets, forecourts, on-trade establishments, and café/QSR businesses, Sugro Insight Service enables suppliers to delve into category and product performance specific to each customer segment.

Suppliers now have the ability to gain in-depth insights into the performance of their categories and products at a granular level, allowing them to customise their marketing strategies and campaigns to cater to the specific needs and preferences of each customer segment.

Yulia Petitt, Head of Commercial & Marketing at Sugro UK, said, “We are thrilled to share this news of the enhancements we have made to the Sugro Insight Service since its introduction back in October last year. As the platform progresses, we are confident that the value of the data provided to our members and suppliers will only grow stronger.”

Tanya Pepin, Managing Director at TWC, added, “Sugro shares our vision for a sector that is data-led and it is a pleasure to collaborate with them. We’re thrilled to see the progress Sugro Insight Service is making, and as it continues to evolve we’re excited to welcome more members on board.”