Parfetts has unveiled a major new initiative aimed at helping independent retailers increase sales, sharpen their ranges, and simplify ordering, while giving suppliers clearer visibility and stronger execution in-store.
The employee-owned wholesaler’s ‘Go for Growth’ programme centres on an online hub designed to streamline decision-making. It brings together category advice, core range recommendations, planograms and market data, alongside promotions, new product development, supplier ‘Big Bets’ and content, all integrated into Parfetts’ existing ordering platform.
Retailers can log on, review planograms, identify bestsellers and act on tailored recommendations, with the ability to add suggested products directly to their basket without switching systems. The platform also provides clear guidance on ‘what good looks like’ in merchandising, display, and activation, helping retailers translate insights into action in-store.
Support extends beyond the platform itself. Parfetts will reinforce Go for Growth across its depot estate through in-depot communications, banners and digital screens, while shelf-edge labels will highlight core range products. QR codes will link retailers directly to the platform.
Retailers will also receive monthly category and event-led guides, offering up-to-date advice, practical recommendations and clear actions to unlock sales and margin opportunities throughout the year.
Retailers can order chilled and frozen lines through the same system and access a range of in-store services, including waste management, equipment, food-to-go and coffee solutions, as well as third-party services such as banking. This simplifies the buying process and supports Parfetts’ aim of delivering a fully joined-up digital experience.
Parfetts said the ambition is to move beyond convenience and provide more disciplined, data-led category management. By combining supplier content with insight and EPOS data, the platform is designed to deliver unbiased advice focused on improving rate of sale, rather than simply expanding distribution.
For suppliers, the model offers a more structured route to growth. The platform encourages collaboration, enabling brands to support retail execution more effectively and engage more directly with independent retailers through shared insight, clearer activation and stronger visibility.
AI is now part of the digital strategy, and Parfetts is exploring how it can further support ordering in future. Through Go for Growth, it has partnered with Hubpix to analyse in-store merchandising, identifying compliance issues, gaps on shelf and missed sales opportunities. The system recommends product additions to retailers and feeds these insights back to suppliers via RDP, along with EPOS data, providing a clearer view of product performance in store.
The initiative will also consolidate supplier activity and sub-category partnerships under a single banner, replacing fragmented execution with a more consistent, coordinated approach to in-store category development.
Cheryl Hope, trading director at Parfetts, said the platform had been designed to deliver tangible outcomes for both sides of the wholesale model. “Go for Growth is about helping retailers drive real improvement from their ranges. At the same time, it gives suppliers a meaningful way to add value for our retailers, through better insight, stronger execution and greater brand engagement that genuinely helps to grow categories.”
The launch marks a further step in Parfetts’ investment in digital capabilities, with additional developments already underway as it looks to strengthen support for independent retailers and their supplier partners.
Go for Growth launches online and in depot on 13 April, with an app due to follow later in the month. It will be available to all independent retailers, regardless of their affiliation with Parfetts, as a platform designed to drive margin, improve execution and support sustainable growth across categories.
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