Mars Wrigley and b2b.store have released a wholesaler guide on launching a WhatsApp channel.
The supplier and digital solutions experts teamed up to create a 16-page how-to guide that outlines all the common questions wholesalers have about the WhatsApp Business API and why it’s making such a difference in the convenience sector.
The guide has been produced as a printed brochure and in a digital PDF format, with Mars Wrigley’s digital B2B team contacting a selection of its wholesale customers to present the key points.
The topics covered include information on how wholesalers are using the WhatsApp Business API, what they need to set up, the sorts of messages they can send, and best practice for messaging and content strategy.
“There’s a lot of talk about WhatsApp Business API and wholesalers are keen to find out more, so we wanted to arm them with all the information they needed to make an informed decision,” said Lauren Johnson, Mars Wrigley’s head of impulse ecommerce.
“We’ve seen how successful these wholesaler channels have been and there’s so much more potential left for those who haven’t started one yet, so we’re keen to help our customers set up and get going.
“The engagement on offer with WhatsApp is so much greater than traditional methods of communication, such as SMS or email, with open rates comfortably higher on WhatsApp when done properly.”
Mars partnered with b2b.store on the project due to the success of its WhatsApp solution, which is used by a number of notable wholesalers and buying groups including Bestway Wholesale, Sugro and Time Wholesale Services. b2b.store has recently launched its second WhatsApp Business API platform, ProConnect, which has replaced its previous B2B WhatsApp service.
“We’ve been providing digital solutions for wholesalers for well over a decade, so our understanding of the sector from a digital standpoint is unrivalled,” said Rob Mannion, b2b.store chief executive.
“WhatsApp is one of our popular services among wholesalers and suppliers, and we have a wealth of sector-specific knowledge that we’re regularly sharing, so to collate it in one place is an excellent resource. It’s been a pleasure to work with Mars Wrigley on this project.”
