Personalise your marketing
Targeting the right people, at the right time, with the right deals, offers and information is a technique internet retailers have been perfecting for many years. However, according to 443 AI’s founder, Jason Finch, wholesalers are not adequately personalising their offer.
“There was a time when websites were just static pages with no personalisation, but things have changed. Now we can learn about people to show them things that are relevant to them and make them react,” he says.
While success has often been measured in the number of clicks to a website, showing customers items they might be interested in buying equals more sales. “The view rate might go down, but the click to buy rate goes up because you are showing people goods relevant to them,” says Finch.
This has been born out by foodservice wholesaler Savona, which since trialling an ‘intelligent’ online platform, built by 443 AI, has seen each customer’s basket spend increase by 10%.
“Wholesale customers are used to shopping with the likes of Amazon and being presented with personalised results, so we have sought to provide our customers with information that is dynamic and current,” says group head of digital Richard Brown.
According to Finch, personalised email marketing is also a largely untapped resource in wholesale. “Many people get the same generic email every week, but it’s not relevant to them or what they buy, so they switch off.
“Wholesale has a massive amount of data about customers and customers who are like those customers, but they are fixed in the mindset of telesales, which focuses on one specific customer. What they could be doing is analysing in real-time what similar customers buy and recommending items. “In an email, you could be doing that twice a week, targeted towards that person. It’s about being smarter about what you are recommending,” he says.