The closed group is exclusively for Sugro’s wholesale members and is using b2b.store’s WhatsApp business API service, ProConnect, to share messages about important news, deals and other issues. It is accessible from desktop and handheld devices.

While other buying groups have free member WhatsApp groups, Sugro says it has chosen to launch a paid-for channel ‘to benefit from ProConnect’s ‘B2B-tailored functionality, greater security and professional tools, including message scheduling and audience segmentation’.

Sugro adds that one of the biggest benefits of using a paid-for channel rather than a free solution is that it’s a one-way WhatsApp messaging environment – meaning there’s no need to monitor the channel or change current methods of member feedback.

“We see this use of WhatsApp as a smart way of enhancing our member communications and are excited to get our new channel live,” says head of commercial & marketing Yulia Petitt.

“We will be using this to send all Sugro members updates on key suppliers, NPDs, incentives, prize draws and more, providing them with everything they need to know in a digestible format in WhatsApp, where most communications now happen.

“The speed that messages are read is also a big draw for us, with WhatsApp achieving much higher open rates – in a much quicker time – than alternatives such as email and SMS.”

Sugro already uses WhatsApp within its membership in a different way, with a retailer channel for wholesale members’ customers that sends deals and incentives from Sugro’s eLoyalty scheme.

This is soon to be expanded to include the eLoyalty Extra Compliance & Execution scheme, which will allow retailers to capture evidence of compliance in WhatsApp by tapping ‘take photo’ and sending to be approved.

“This is another exciting WhatsApp development that Sugro is leading the way on once more,” says Petitt.“The eLoyalty Extra aims to boost compliance and execution in our members’ retail stores to drive new product launches and core-range compliance – all without leaving a WhatsApp message, thanks to ProConnect and b2b.store.”