The new area brings together point-of-sale materials, best practice planograms and category advice to help retailers optimise their space and boost profits.
Parfetts said the Energy Zone provides retailers with easier access to a wealth of information, while offering Red Bull greater visibility and opportunities to stand out within its online platform. The initiative also allows wholesalers to run exclusive promotions and volume discounts within each zone.
“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 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.
Parfetts said the zones will also provide a lower-risk route for suppliers to launch and test new products through established retailer networks, improving efficiency across the supply chain.
Comments are closed.