Engage your customers’ brain

Educating customers is driving fantastic loyalty for foodservice wholesalers

Promotions, deals and discounts are an important way to drive retailers into your depot, but for the foodservice and catering customer, engagement spans beyond just price.

Leading oriental food supplier Wing Yip, a member of Today’s Group, says its customers’ passion for food, flavours and the eating occasion surpasses the impetus put on price, particularly when it comes to oriental cuisine. “Chinese people love their food and they don’t mind paying more for quality”, says Brian Yip, trading director for oriental food supplier Wing Yip.

“We know that shoppers are motivated by more than just price – after all, if everything came down to that, there would only be one supplier. As a retailer, it’s important you know and understand what your customers want and ensure you are meeting their needs with the right products.” With that in mind, the strategy for the £97million family-owned business is firmly rooted around education.

Read the full feature in BW April, out next week


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