The Hub commissioned the report to find out what decision makers across the wholesale sector want and expect from their branded suppliers – particularly in the current challenging market conditions.
Talking with all the major players, as well as regional and specialist distributors, the report’s creators conducted independent interviews with a range of stakeholders from company directors, buyers, development chefs, and marketing professionals.
The message that value is about more than just the price came across loud and clear, as did the fact that traditional market knowledge and experience were critical to the success of the partnerships. Value came in the shape of telesales engagement and training, as well as offering genuine advice and inspiration to the users.
At the point of purchase, traditional ra-ra days, where wholesalers will offer certain products for discounted prices, were found as massively influential and brands engaging in that manner were often more successful and even less likely to be challenged on pure price.
Rebecca Riches, founder and managing director of The Hub said: “At The Hub we believe in developing strategic and engaging trade marketing programs for brands to connect with their customers. To properly create these bonds, brands need to recognise what their wholesaler partners need in support, as well as driving value for end users. Having spoken to the widest possible section of the wholesale market, we have created the ‘Winning in Wholesale’ report to pull these learnings together and to share with the wider brand community. The reaction has been overwhelmingly positive so far.
“We know that every brand team is committed to the success of its brand – and this report is just one way we want to help bring the whole industry closer together for the benefit of everyone.”