Spotlight on Technology: Caterforce

We spoke to Gary Mullineux, managing director at Caterforce to discuss technological changes within their wholesale operations.


In 2020 we made a conscious decision to invest more in technology and make better use of data, intending to gain an in-depth understanding of our customer base.

Read more: Caterforce moves into new photography studio

We have been working on three tech projects: the first was the Caterforce Sales Hub, launched in April 2021. The second is a PIM system to provide members with high-quality imagery and enriched product information for their e-commerce platforms. The third is an online database to manage commercial data and provide automated reporting.

In addition to these tech projects, we are embracing new ways to reach our customers across multiple channels. For example, we are running digital marketing campaigns across the group promoting our brand ranges as well as selected supplier brands.

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. Paul can be found on Twitter on @BW_PaulHill, or can be contacted via paul.hill@newtrade.co.uk and 020 7689 3376.

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