6. Bring it together: Getting the whole package right.
While it’s clear that promotions do play an important role in influencing where customers shop, it’s not the number one influencer, according to Him!’s Jill Livesey, whose research shows that proximity to their businesses, availability of stock and reliability are just as important to retailers and caterers.
Dhamecha’s Naren Chotai says: “We use data from previous promotions to forecast what we will need. And we make sure all our customers, regardless of size, can benefit,” he says, adding that working with reliable suppliers is also fundamental to product availability.
Whether your business uses consistent low pricing, highs and lows or a bit of both, wholesalers that rely on the strength of their prices alone will do so at their peril.
Dharma Bhamra, a buyer at World food specialist Wanis International Foods, says: “Price mechanics is not enough to draw sustainable footfall and create loyalty. It needs to be supported with a pleasant shopping experience, quick and helpful service, ease of shopping and, most importantly, range and availability.”