Joining a buying group gives wholesalers access to major brands at competitive buying prices through economy of scale.
Groups offer members competitive terms, pricing and promotions across all product categories. Some groups operate joining or membership fees, some not, while all members will be given a share of group profits.
Typically, a group negotiates pricing, promotions, and terms agreements with suppliers, on behalf of its members. They produce promotional leaflets, share category advice and NPD on behalf of the suppliers, thus taking that workload away from the wholesaler and providing streamlined communication to the membership.
A group’s head office will provide support, designed to add value for members. Dedicated business development managers will be ready to help grow wholesalers’ business with personalised support and advice. Data-led market insight will help members sell more products and groups will offer retail and food-to-go clubs.
A marketing service might include trade PR support, social media content creation and enterprise email solutions, plus a specialist food and drink photographic studio.
Members can also access an in-house creative team.
Members may be given quarterly food and drink trend reports and advice from the group’s in-house data analysis team with ecommerce expertise.
Members can benefit from best practice and knowledge that is freely shared.
Every member of the group can play an active role in group decision making, and groups can work collaboratively to inspire, encourage and support each other.
Many groups have an own brand range, providing great quality products at an affordable price point that members can trust.
By joining a buying group, wholesalers of any size can develop their business across all product categories with access to thousands of promotions spanning hundreds of supplier partners.
Groups typically run thousands of promotions throughout the year to include all product categories. Promotional calendars support members and their customers to protect their bottom line. Groups also run exclusive deeper promotions for seasonal events and opportunities, and there are deals to be done at buying groups’ trade shows.
In-house creative teams produce bespoke promotional brochures for members’ customers which are shared with their customers online and in printed promotional magazines.
Buying groups regularly update wholesaler members with communications from head office, and often produce magazines containing the latest NPD, category and range advice, plus trends, seasonal opportunities and recipe inspiration to drive profitability for members’ customers.
Groups often host events for members such as supplier presentation days to source new products and suppliers. Other events may include sales team roadshows, marketing events, food study tours, supplier conferences and awards dinners.
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