Sugro gives members the ability to segment customers comms

Sugro UK has enhanced its marketing capabilities by launching bespoke segmented marketing features for its centralised member App offering.

Yulia Petitt: ‘Personalised targeted segmented marketing will take the digital offering at Sugro to the next level.’

The new functionality, introduced in partnership with b2b.store, means that Sugro members can take advantage of in-platform communications to boost sales and grow basket sizes.

These communications cover various aspects from setting up in-platform push notifications to advertising and creating banners, and they can be targeted at specific customer segments based on customer type, location, etc.

These segments are created within the customer data file and then selected through the admin panel. Moving forwards sophisticated segmentation will be available automatically through the panel itself so that comms can be targeted based on transactional behaviour and more. Finally, there is also the ability to A/B test campaigns in real time, giving valuable insights that can be used to improve the return on investment of future campaigns.

Sugro’s head of commercial & marketing Yulia Petitt said: “At Sugro we are committed to working with both members and suppliers on delivering e-commerce solutions that will give the group the opportunity to further enhance its digital offering.

We already offer a free-of-charge digital app solution, and amid the vital importance of digital in the wholesale channel, we believe that it is imperative for our members to remain at the forefront of the move towards full digitalisation. Our aim is to provide our members with access to all necessary tools and technology that will allow them to continue servicing their customers efficiently.”

Petitt added: “The group has had a fantastic half year with sales being up by 20% in the year to date, year on year, with growth across all categories. Personalised targeted segmented marketing will take the digital offering at Sugro to the next level so there is no doubt that the growth will continue into the second half of the year.”