Consumer tastes may change overnight, but the fundamentals of wholesale buying remain the same. Few understand that balancing act better than Imran Ambalia, who has spent more than 15 years at Sugro UK.
Today, as Trading Controller, Ambalia oversees some of the convenience sector’s most competitive categories: soft drinks, groceries, foodservices and household.
In this exclusive interview with Asian Trader, Ambalia discusses why price-marked packs continue to win shopper trust and where the next growth opportunities lie.
Asian Trader: Tell us a bit about your career journey so far. How did you enter wholesale buying, and what led you to specialise in these particular categories?
Imran Ambalia: I entered wholesale straight after graduating from university where is studied Information Systems.
Having been at Sugro for over 15 years, I have managed various different categories from confectionery to crisps and snacks. Nowadays, I am looking after soft drinks, grocery, foodservice and household.
AT: What does your typical work day look like?
IA: The best thing about wholesale is that each day brings its own opportunities and challenges.
I usually start the day by reviewing emails to ensure I’m up to date with the latest information. We like to keep our members informed with the latest opportunities and issues so it’s important for me to stay on top of the incoming news.
This is followed by reviewing deals for our next promotional cycle to ensure pricing and margins are competitive. I also collaborate with our supplier partners on NPD launches, key campaigns and weekly specials to drive sales and distribution.
I have regular meetings with our supplier partners to review performance, promotional plans and discuss key activations such as WhatsApp, E-loyalty and coupon deals.
AT: What factors do you consider before listing a new product in your category? What immediately catches your attention?
IA: Wholesalers and retailers don’t have expanding shelves; therefore, any new products have to add value for the wholesale members and their retail customers.
Margins must be in line with similar products and suppliers need to support the launch by taking part in key marketing activations and promotions to drive awareness and sales.
Product packaging and flavour combinations usually capture my attention as they need to stand out on shelf to drive trial at consumer level.
AT: What does a typical margin look like across your categories, both at the wholesale and retail end?
IA: Margins vary by product range and category. As the majority of our wholesale members are delivered wholesalers, we need to ensure the additional costs of picking, handling and delivery are covered within the margin structure.
Inflationary cost pressures are certainly squeezing the delivered wholesale margin. Therefore, suppliers need to be mindful of this and support where possible.
AT: Soft drinks continue to evolve rapidly. What trends are currently driving the category most strongly at wholesale level?
IA: NPD’s have always been a driver in soft drinks with interesting flavour combinations driving trial at consumer level.
Zero and low sugar drinks are also continuing to grow alongside energy.
AT: Grocery is often seen as a “steady” category rather than an exciting one. What are retailers underestimating right now in food cupboard?
IA: With consumer habits changing and more people looking to eat more healthy products, retailers need to focus on stocking the right range by utilising category data and ensuring that they are following consumer trends.
Our Drive Your Sales educational portal and magazine provide retailers with category advise on must stock lines.
AT: Tell us a bit about pet care category. What changes are you seeing in shopper behaviour and basket spend in convenience stores?
IA: Petcare is a huge category which independent convenience stores need to focus on.
Shopper habits have been changing with more people looking to shop locally, but also pets are considered as being part of the family with pet parents looking to pick up care and treat products when visiting their local convenience store.
Therefore, stocking the right petcare range is more important than ever before. The availability of price-marked packs also drives trust and rate of sale with consumers.
We are working with our spplier partners to utilise our Drive Your Sales educational platform to educate retailers on the pet care category through category advise and planogram support.
AT: What are the biggest trends currently shaping your category, and how should independent retailers respond?
IA: Shoppers are looking for value and this is where price marked products are proving to be a key driver. Where possible retailers need to stock PMPs to drive trust and loyalty with their customers.
Supporting NPD launches is also important as consumers are looking for that new innovative product to try.
AT: What are some of the biggest challenges category buyers face today?
IA: Pricing remains a challenge with cost pressures leading to CPIs from suppliers.
We have to stay on top of this to ensure we remain competitive and to maintain shared margins. Supply and product availability is also a challenge that needs focus to ensure our wholesale members have their fair share of stock.
Rapid Fire Qs
- Favourite brand in your category: Lucozade Energy
- Most underrated product retailers should stock: Idahoan Cheese Mash
- Which category currently keeps you busiest: Soft drinks
- Five years from now, what do you think convenience stores will stock far more of than they do today: Health focussed products
- Comfort food: Kebab
- Comfort watch: Any movie from Fast & Furious series
- Favourite sports and sports team: Football, Manchester United