Bestway introduces real-time analytics dashboard for suppliers

In what is claimed to be a first for the wholesale industry, Bestway has launched a real-time analytics dashboard for suppliers, enabling them to monitor their brands’ performance and give deeper insights into Bestway’s customers’ journey.

Dawood Pervez: ‘By empowering the brands we work with, we are able to ensure constant improvement in the quality of our customers’ experience.’

Bestway is partnering with Contentsquare and adopting its CS Retail Media solution. The offering is said to be unique in that it provides suppliers with key insights into customers’ buying behaviour as they shop on the Bestway Wholesale website.

Suppliers, who will be charged to use the service, will be able to see aggregated data and insights across the entire customer journey for their products and how the performance compares to the category benchmark, giving them visibility of ‘friction points’ that can disrupt customer engagement.

The information also allows suppliers to identify areas for improvement, giving them an opportunity to optimise their own listings, pages and promotions to enhance the overall digital experience for Bestway’s customers.

Dawood Pervez, managing director of Bestway Wholesale, said: “We’re really excited about the potential this analytics dashboard has for our suppliers.

“It has the capacity to really drill down into the buying behaviours of our customers, and the data can be benchmarked. For example the ‘add to cart’ and ‘conversion rate’ can both be rated against the category average, allowing suppliers to see how they are performing against other brands in the same category.

“By empowering the brands we work with, we are able to ensure constant improvement in the quality of our customers’ experience.”

Kenton Burchell, group trading director at Bestway Wholesale, added: “Manufacturers are starved for insights into wholesale customer journeys, and so we’re delighted to now offer these insights to the brands we work with.

“Brands are now able to optimise their product listings, pages and promotions, and together we are improving the experience for Bestway shoppers.

“This will give our suppliers the knowledge and transparency so that they will be able to optimise their advertising spend and digital activity accordingly, which in turn will allow them to plan more strategically their spend going forward.”