Parfetts makes investments into digital platforms

Parfetts has made investments into its digital platforms after expanding the capabilities of its app, which now sees 15,000 users per week.

The wholesaler, which has a stake in digital consultancy Built by Pixel, has seen online orders increase by almost 10%, while depot sales are also growing, with online now accounting for nearly 50% of total monthly sales. The online customer count has grown by 11% due to new customer acquisition and increased use of intelligent digital channels by existing retailers.

Read more: Parfetts conducting “significant” own label expansion

The app uses artificial intelligence (AI) to anticipate retailers’ requirements and suggest the most appropriate products and best offers. It also delivers promotions to help optimise margins and allows users to scan bar codes to load products straight into the shopping basket from the shelf.

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.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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