Sugro launches industry-first WhatsApp initiative for retailers

Sugro has become the first wholesale buying group to launch a supplier funded B2B WhatsApp initiative to send messages directly to retailers, the group announced on social media today (6).

Sugro has secured support from a host of suppliers, including Britvic, PepsiCo and Red Bull, to fund promotional WhatsApp messages that will be sent to retail customers of members that have opted into the scheme, with the aim of boosting sales, stated recent reports, adding that wholesalers supporting Sugro’s initiative will also be benefitted as they will receive a profit share of revenues generated by the WhatsApp messages.

Sugro endorsed b2b.store’s innovative communications solution for its members to use earlier this year and, after witnessing the high engagement it delivers.

“We’ve been aware of a growing buzz in the wholesale sector about B2B WhatsApp’s potential and decided to explore new ways we could tap into this as a buying group,” said Sugro’s head of commercial and marketing Yulia Pettit.

“There has been a lot of supplier interest in what WhatsApp has to offer, so by launching our own messaging capability that will funnel through to our wholesalers’ retail customers, we’re creating something that will benefit every step of the supply chain.

“We’re now building our audience and scale even further by signing more wholesalers up to receive our messages.”

Commenting on the development, b2b.store CEO Rob Mannion stated that Sugro were one of the first to embrace this approach and have been incredibly proactive in finding a new way that could benefit buying group members and their customers.

“The model is a win-win for everyone, with wholesalers sharing relevant information that will add to their sales, and suppliers getting the opportunity to communicate with retailers in a highly engaged channel – and sometimes even at the point of purchase. It’s a clever use and we expect it to be a huge success.”