Parfetts launches first digital branded category zone

Parfetts has created a new Energy Zone on its website to help retailers drive sales in the fast-growing energy drinks category.

The new area brings together point-of-sale materials, best practice planograms and category advice to help retailers optimise their space and boost profits.

“Branded category zones offer increased visibility, higher conversion rates and improved competitiveness for both retailers and suppliers,” said Melanie Clayton, digital marketing manager at Parfetts. “These dedicated sections highlight specific brands, helping suppliers differentiate their ranges and enabling retailers to present curated product selections to their customers in a more engaging way.”

The Energy Zone is the first in a planned series, with several other supplier collaborations already in development. Parfetts said that the zones will also support category management by helping suppliers analyse performance and compete for leadership within the wholesaler’s online offer. High-performing products could also benefit from additional exposure through algorithms that promote them as best sellers or popular items.

Clayton added: “The branded zones draw attention to a brand’s products and help to ensure they feature in targeted shopping journeys rather than being lost among generic listings. This helps brands capture browsing traffic from retailers looking for trusted or specialist categories, while retailers benefit from showcasing popular names that add value to their range.”

According to Parfetts, the zones will also provide a lower-risk route for suppliers to launch and test new products through established retailer networks.