Bestway strengthens digital platforms

Bestway Wholesale said it has made several enhancements to its digital platforms to improve the online shopping experience.

The changes include improved product search, better web speed, easier multi-buy shopping and further utilisation of RNF’s customer engagement platform ‘Beam’.

The new search function launched on www.best-one.co.uk gets automatically updated every day, enabling customers to see the most popular products and the most-searched terms. Product recommendations are also shown to customers now, based on their basket and using data from other customers’ purchases.

Multi-buy promotions have made easier for Bestway Wholesale and BB Foodservice customers, with prompts to ensure they select free promotional stock when the offer threshold is met.

Kenton Burchell, trading director Bestway Wholesale, commented: “Recent updates are based on analysis of user behavior across our apps and websites. For example, we use ‘Beam’ – the customer engagement platform developed by our digital agency RNF – to manage supplier advertising campaigns across our apps. Through customer feedback, we have established the need to adapt this software and have worked with RNF to do this.”

The new functionality of Beam allows Bestway to display tailored adverts based on an app customer’s user behavior. This will also enables to limit the number of times a customer sees the same advert and the customer can dismiss ads they don’t want to see.

Bestway also rolled out new brand guidelines for supplier banner ads, providing a more-consistent experience and making adverts easier to shop, always including POR which is a key purchasing-decision factor.

Products supply route is also now identified on the website within the customer basket too, so that customers can see when they’ve reached minimum order quantities for products from local depots and from the central chilled distribution centre.