Parfetts has introduced its first branded category zone on its website, creating a new Energy Zone designed to help retailers drive sales in energy drinks.
The zone, launched in partnership with Red Bull, brings together point-of-sale materials, planograms and category advice to support retailers with merchandising and space optimisation. Parfetts said the aim is to make information easier to access while giving Red Bull greater visibility on its platform. The zones also allow wholesalers to run exclusive promotions and volume discounts.
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The Energy Zone is the first of several planned supplier collaborations. Parfetts said the zones will also support category management by helping suppliers analyse performance and compete for prominence within the wholesaler’s online offer. High-performing products may receive added exposure through algorithms that highlight best sellers or popular items.
Melanie Clayton, digital marketing manager at Parfetts, said: “Branded category zones offer increased visibility, higher conversion rates and improved competitiveness for both retailers and suppliers. These dedicated sections highlight specific brands, helping suppliers differentiate their ranges and enabling retailers to present curated product selections to their customers in a more engaging way.”
Clayton added that the zones bring attention to a brand’s products and keep them from being lost among “generic listings”. “This helps brands capture browsing traffic from retailers looking for trusted or specialist categories, while retailers benefit from showcasing popular names that add value to their range,” she said.
