The Sugro group has recently embraced b2b.store’s communication solution for its members. Witnessing the outstanding level of engagement it delivers, Sugro has now identified an additional opportunity to send supplier promotions to its wholesalers’ customers. This strategic move aims to boost sales and has gained support from various suppliers, including Britvic, PepsiCo, and Red Bull, who will fund the promotional WhatsApp messages. Retail customers of members who have opted into the scheme will receive these messages. Excitingly, wholesalers supporting Sugro’s initiative will also receive a profit share of revenues generated by the WhatsApp messages.
Yulia Pettit, Sugro’s head of commercial and marketing, expressed the group’s motivation to explore B2B WhatsApp’s potential, given the growing interest within the wholesale sector. By launching their own messaging capability, Sugro aims to benefit every step of the supply chain. Moreover, they intend to expand their audience and scale by signing up more wholesalers to receive their messages.
The efficacy of B2B WhatsApp lies in its ability to achieve high read rates, multiple times more effective than other communication methods such as email and SMS. This makes B2B WhatsApp the optimal platform for sharing promotions, providing advice, and delivering business updates directly to customers. The flexibility to redirect individuals to additional resources or an e-commerce environment to place orders further enhances its value.
CEO Rob Mannion of b2b.store acknowledges this breakthrough year for B2B WhatsApp, with numerous businesses seeking ways to leverage this technology to their advantage. Sugro, as one of the pioneers in adopting this approach, has exhibited remarkable proactiveness in finding innovative ways to benefit their members and their customers.
Mannion envisions the model as a win-win for all parties involved. Wholesalers can share relevant information that contributes to their sales, while suppliers gain the opportunity to engage with retailers through a highly effective channel, which could even occur at the point of purchase. Ultimately, the utilization of B2B WhatsApp in this manner is not only clever but also expected to achieve tremendous success.
