Parfetts ramps up digital experience

Parfetts is accelerating its plans to level up its digital offering with new investments in technology to help retailers operate more efficiently and maximise profits.

The wholesaler has expanded the capabilities of its app, which now sees 15,000 users per week. The app uses artificial intelligence (AI) to anticipate retailers’ requirements and suggest the most appropriate products and best offers.

The app also delivers promotions to help retailers optimise their margins. It allows users to scan bar codes to load products straight into the shopping basket from the shelf.

Commenting on the digital innovation, Melanie Bruton, digital marketing manager at Parfetts, said, “We have invested in our digital platforms to add real value to the retailer experience online and in the depot. Our mission is to help retailers maximise their margins, and our investment in AI ensures the best and most appropriate offers are available in the app.

“Over the coming year, we will continue levelling up our digital offer to ensure our retailers benefit from the latest technology. We already have an industry-leading depot experience, so we continue optimising our current platforms and processes. The new software will put our retailers first by creating a seamless online digital experience and add value at every touchpoint.”

Parfetts has seen online orders increase by almost 10 per cent, while depot sales are also growing, with online now accounting for nearly 50 per cent of total monthly sales. The online customer count has grown by 11 per cent due to new customer acquisition and increased use of intelligent digital channels by existing retailers.

The app enhances the depot experience, with users able to pre-load their basket and be alerted to the latest promotions. Retailers can also access availability and pricing before they arrive. Meanwhile, responsive spend targets allow retailers to track their spending and use a traffic light system to determine if they’re achieving targeted spending.

Parfetts set out its intentions to accelerate its digital innovation with the investment in digital consultancy, Built by Pixel, to provide dedicated resources and improve user insight.