We spoke to Anita Oakhill, marketing controller at Unitas Wholesale, to discuss how wholesalers can increase sales during festive periods.
What actions and steps do you take to capitalise on profitable periods throughout the year? Can you name examples?
As a Group, we support our members and their retailers with category advice in the form of our core initiative Plan for Profit, through this activity, we provide seasonal advice around the confectionery category that includes core range guidance, new product developments and best practice merchandising advice. In 2021 Unitas Wholesale has also introduced a series of Focus On mini category guides which target specific categories of which confectionery is one – these also provide advice and guidance for retailers on how to make the most of seasonal activity.
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How important is your work with suppliers during these periods? Do they advise and lead on how you should operate during specific periods?
We work closely with our supplier partners when developing the Plan for Profit and Focus On guides. Suppliers provide category insight, statistics and product data that supports us in developing the guides for independent retailers to either pick up in depot or download from the Plan for Profit website. Supplier information is key to providing retailers with information to support retailers in their product selection, space planning and merchandising. We also provide tips and advice in terms of the types of product to select for seasonal activity which offers low risk alternatives ensuring that retailers are not left with stocks of products they are unable to sell outside of the seasonal period.