Parfetts invests in digital agency and expands digital marketing team

Parfetts has taken a 25% stake in Manchester digital agency Pixel for an undisclosed sum. This will enable the development of new mobile and online platforms for convenience retailers and shoppers.

Parfetts’ new digital marketing manager Mel Bruton (second on left) and head of information technology Simon Hardisty (right) with Matt Price (left) and Ben Price of Pixel.

Parfetts supports over 1,000 retailers in its Go Local fascia group and operates seven depots across the UK. It has collaborated with Built by Pixel on the evolution of its own digital platforms for over a decade and has seen online orders grow to 40% of its turnover.

Commenting on the new deal, Guy Swindell, joint managing director of Parfetts, said: “Pixel is a longstanding and trusted partner of Parfetts. We’ve made a strategic investment to help us accelerate our plans and develop new technology that will raise the bar for retailers and shoppers alike. Working together, we are confident we can lead the industry in this area.”

Parfetts has further invested in its digital offering by expanding its digital marketing team. Mel Bruton has joined as digital marketing manager and comes with over eight years of experience across a number of corporate and retail roles.

Bruton will work closely with Pixel and the Parfetts marketing and IT teams to ensure the wholesaler’s digital offering is best in class, delivering the same experience that customers enjoy in the cash & carry environment.

Parfetts and Pixel worked together to develop the wholesaler’s online ordering platform. It created a simple and easy-to-use experience for Parfetts retailers and provides a personalised shopping process to ensure orders can be processed efficiently. The systems are regularly updated with new features, and the API platform is already powering additional projects.