Wholesalers Improving their Online Experience

We have recently seen that wholesalers have started to improve their websites and online experience with new websites being launched over the last few months.

We first saw JJ Food Service with a newly improved website, closely followed by A to Z Catering and Nila has now launched their new website last week too. All the websites look much more slicker than before, with sharper photos and better user experience for the customers with an easy to use basket system.

Is this the way shape of things to come? We certainly think so and believe this has been long over due. Wholesale traditionally has been slow to adapt to the internet with user experiences we take for granted today, and we believe this adds momentum to purchasing online with the trips to the cash and carry becoming less and less frequent in the future.

Buying online has its advantages for the wholesalers. Firstly, there is less reliance on taking calls over the telephone, which means employing less staff in the call centre. Additionally, the orders are more accurate online as the user has put their own order into the system which equates to fewer incorrect orders.

Additionally, with more orders made online rather than customers coming into the store, less space is required for the depot and hence money can be saved in rent if the business.  For a lot of wholesalers, the land is bought freehold and so this doesn’t make such a big difference apart maintenance costs can be reduced as a result.

Once the wholesaler is online then there is the new task of attracting customers to the site. This involves SEO, optimising the site and conversion rates, as well as not losing any customers prior to the purchasing phase. This is a completely new area for the wholesaler and we recommend seeking expert advice in this.

It is great to see that the wholesale market is moving online with enhanced user experiences and we look forward to further advances in the near future too.