Parfetts’ online orders now consistently account for more than half of total sales, marking a “milestone” in the wholesaler’s digital growth.
The split across digital ordering currently stands as 40% website and 60% app, with the app driving strong engagement since its major update in April.
Time spent on the app has risen by 20%, while orders placed through it are up 10%, supported by “a steady flow of new users”, said Parfetts. The app has now been downloaded 30,000 times, with 40% of users active each week.
The wholesaler has also noted a shift in retailer behaviour. “We’re seeing a real trend for retailers searching for energy and functional drinks, and more are now searching by brand rather than by product,” said Parfetts digital marketing manager Melanie Clayton.
“Retailers have a lot of access to data now through the platform. They can see stock levels, spend targets, and minimum spend quantities in real time. All of our promotions are in one place, and we’ve improved search and scanning functions to make ordering easier than ever before.
“They also get access to a three-weekly digital pack, which gives them exactly what they need to run promotions to full compliance. It’s a huge benefit and allows them to be sharp each and every promotion,” she added.
The online performance sits alongside continued momentum in cash & carry, after Parfetts recorded its highest-ever footfall during this year’s Parfest in July. It attracted 12,500 customers over the week, with all depots seeing strong results.
This builds on the company’s wider growth opportunities, which recently saw it open its first southern depot in Southampton. Parfetts has grown its turnover 110% in six years to reach £800m and now supports more than 1,650 retailers nationwide.
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