Parfetts has partnered with AI-powered product management firm Wholepal for software that will its suppliers submit product information through a single digital platform.
The platform is being rolled out across the business, with all new product submissions, data updates and listing requests managed through Wholepal. It establishes a single, structured source of product data for every supplier working with Parfetts, replacing the manual processes widely used across the wholesale sector.
The launch forms part of Parfetts’ wider investment in digital technology to support suppliers and retailers. It follows the introduction of the wholesaler’s Go For Growth initiative and comes ahead of its move to operate independently following its departure from Unitas later this year.
Cheryl Hope, trading director at Parfetts, said: “The way our industry handles product data hasn’t really changed in years, and we think that needs to shift. As we continue to strengthen our relationships with suppliers, it’s important that we’re making it as straightforward as possible for them to do business with us. Wholepal removes unnecessary administration from the product listing process, improves the quality of information we receive and helps us bring new products to market more quickly.
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“It also gives our category teams more time to focus on ranging, promotions and working alongside suppliers to identify new opportunities for growth, rather than managing manual data processes.”
Wholepal uses AI to extract, validate, and structure product information before it reaches wholesalers’ systems, automating much of the manual checking traditionally required. Suppliers can manage product details, including pricing and product updates, in one central location and share them across multiple wholesale customers.
Victoria Lawson, founder and chief executive of Wholepal, said: “Product data has been one of the biggest sources of inefficiency across the wholesale supply chain for years, with suppliers completing different forms and re-entering the same information for every customer they sell to. What Parfetts is doing is recognising that this can’t continue, and choosing to digitise it properly rather than relying on manual workarounds.
Parfetts will phase out manual product submissions by the end of the year, with suppliers transitioning to the new platform over the coming months.
