United Wholesale Scotland (UWS) announces a further partnership with TWC Group as the Scottish wholesaler launches a market leading web analytics reporting solution. 
UWS has extended its partnership with TWC and commissioned a suite of additional reports that track online purchasing behaviour on the UWS App and website. The reports are available to suppliers now via the existing TWC/UWS sales reporting platform. They report how retailers interact with the wholesaler’s e-commerce sites and how brand activation and sales performance compares online versus offline. Currently, rich B2B ecommerce data is extremely limited, and a growing share of UWS’s sales are now made online, which means that it is important that suppliers can access these analytics so that they can accurately plan customised online and offline marketing activity as well as measure the impact of campaigns.
Commenting on the solution, Chris Gallacher, Managing Director at UWS said:
“There is plenty of information available in the marketplace how consumers interact with digital platforms – but B2B insight is far harder to find…so we decided to find out ourselves, from our own customers. TWC Group is our data partner for reporting wholesale shipments out of depot so it was natural to ask them to develop an online solution to sit aside our existing data infrastructure. They have done a fantastic job for us, in super quick time.”
“We had a load of questions before starting the project. Like, how do our customers use our e-commerce solution? When do they shop with us? What devices do they use? But once we got started, we became even more inquisitive – how is ‘paid-for-media’ influencing spend and purchases, what campaigns are driving greatest click-through rates and so on. Knowing the actual answers to these critical issues was important for us to develop our e-commerce strategy for 2024, in partnership with our suppliers”.
“United Wholesale Scotland has partnered with TWC to develop this market leading web analytics reporting suite so that we can not only monitor retail and wholesale sales but also now understand online sales trends and customer behaviours so that our suppliers can create customised plans for online and offline sales to retailers. This is all part of our approach to be a data-led wholesaler, working closely with TWC on a single source of insight.”
“We are delighted with the quality and depth of insight we are now getting from our customers who order online with us. We are getting a full 360-degree view of our retailers’ views – connecting retailers’ online behaviour with their off-line behaviour has meant we can now get one clear view of a customers’ total purchasing behaviour with us. We think this is pretty groundbreaking in the wholesale industry and are grateful to our data partners, TWC, for delivering this project on time and on budget.”
This initiative coincides with UWS recruiting a Director of e-commerce at the end of 2023 who will help drive our growth in online sales while at the same time making shopping online frictionless for our delivered customers’
Tanya Pepin, MD of TWC Group said:
“It is natural that as more wholesale sales moves online that web analytics are going to become more important for wholesalers and suppliers. We are delighted to have partnered with Chris and the team at UWS on delivering yet another tech project for one of our loyal wholesaler clients. This project highlights our shared passion for the wholesale channel and mutual desire to see it thrive.
We always strive for long term partnerships with our clients in line with our values of loyalty and customer-centricity and this partnership is proving to be no different. We know the proposition will continue to evolve – we look forward
Comments are closed.