Bestway has launched a real-time analytics dashboard that will enable its supplier partners to monitor performance and gain deeper insights into customers journeys.
The wholesaler is partnering with analytics firm Contentsquare (CS) as part of a larger investment in the area and claims to be the first wholesaler to adopt the CS Retail Media solution.
The data allows suppliers to identify areas of improvement, and enables them to enhance their own listings, pages, and promotions to improve the overall digital experience for Bestway’s customers.
Dawood Pervez, managing director at Bestway Wholesale, said: “We’re really excited about the potential this analytics dashboard has for our suppliers. It has the capacity to really drill down on the buying behaviours of our customers and the data can be benchmarked. For example, the ‘add to cart’ and ‘conversion rate’ can both be rated against the category average, allowing suppliers to see how they are performing against other brands in the same category.”
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Kenton Burchell, group trading irector at Bestway Wholesale, added: “Manufacturers are starved for insights into wholesale customer journeys, and so we’re delighted to now offer these insights to the brands we work with. Brands are now able to optimise their product listings, pages, and promotions, and together we are improving the experience for Bestway shoppers.”
“This will give our suppliers the knowledge and transparency so that they will be able to optimise their advertising spend and digital activity accordingly, which in turn will allow them to plan more strategically their spend going forward.”
Kevin Rhodes, impulse digital manager at PepsiCo, commented: “Our personalised Bestway Wholesale data analytics dashboard allows us to fully understand the performance of each of our online activations and tools – giving us in-depth insights into how retailers shop online.
“It’s the best insights tool we’ve seen from any of our wholesalers. We have learnt that retailers predominantly use search to shop for our products which has allowed is to identify clear opportunities to improve our digital visibility and sales in 2023.”
