Parfetts has launched its first branded category zone in partnership with Red Bull to help retailers drive sales in the energy drinks category.
The wholesaler has created a new ‘Energy Zone’ on its website which brings together point-of-sale materials, best-practice planograms and category advice to help retailers optimise their space and boost profits.
Parfetts said the new area will also offer Red Bull greater visibility and opportunities to stand out within its online platform, while allowing wholesalers to run exclusive promotions and volume discounts within each zone.
“Branded category zones offer increased visibility, higher conversion rates and improved competitiveness for both retailers and suppliers,” said Parfetts digital marketing manager Melanie Clayton.
“These dedicated solutions highlight specific brands, helping suppliers differentiate their ranges and enabling retailers to present curated product selections to their customers in a more engaging way.”
The Energy Zone is the first in a planned series, with several other supplier collaborations already in development.
Parfetts said the zones will support category management by helping suppliers analyse performance and compete for leadership within the wholesaler’s online offer. It added that high-performing products could also benefit from additional exposure through algorithms that promote them as bestsellers or popular items.
“The branded zones draw attention to a brand’s products and help to ensure they feature in targeted shopping journeys rather than being lost among generic listings,” said Clayton.
“This helps brands capture browsing traffic from retailers looking for trusted or specialist categories, while retailers benefit from showcasing popular names that add value to their range.”
The wholesaler added that the zones will provide a lower-risk route for suppliers to launch and test new products through established retailer networks, “improving efficiency across the supply chain”.
No comments yet