Parfetts invests in digital platforms

Parfetts has expanded the capabilities of its app, which now sees 15,000 users per week.

The app uses artificial intelligence (AI) to anticipate retailers’ requirements and suggest the most appropriate products and best offers.

The app also delivers promotions and allows users to scan bar codes to load products straight into the shopping basket from the shelf.

Melanie Bruton, digital marketing manager at Parfetts, said: “We have invested in our digital platforms to add real value to the retailer experience online and in the depot. Our mission is to help retailers maximise their margins, and our investment in AI ensures that the best and most appropriate offers are available in the app.

“Over the coming year, we will continue levelling up our digital offer to ensure our retailers benefit from the latest technology. We already have an industry-leading depot experience, so we continue optimising our current platforms and processes. The new software will put our retailers first by creating a seamless online digital experience and add value at every touchpoint.”

Parfetts has seen online orders increase by almost 10%, with online now accounting for nearly 50% of total monthly sales. The online customer count has grown by 11% due to new customers and increased use of intelligent digital channels by existing retailers. Depot sales are also growing.

The app enhances the depot experience, with users able to pre-load their basket and be alerted to the latest promotions. Retailers can also access availability and pricing before they arrive. Meanwhile, responsive spend targets allow retailers to track their spending and use a traffic light system to determine if they are achieving targeted spending.

Parfetts set out its intentions to accelerate its digital innovation with the purchase of digital consultancy, Built by Pixel, to provide dedicated resources and improve user insight.