Buying group Sugro has updated its e-loyalty scheme programme, including a new feature letting retailers take a picture of their in-store displays to demonstrate compliance on new positioning of products.
The tool will be available to retailers on Sugro’s WhatsApp E-Loyalty platform.
The expanded loyalty scheme will also benefit suppliers, who will be able to access retailers’ volume commitments for new product launches via a new feature called E-Presell, also on WhatsApp.
It will provide suppliers and retail partners with a forecast before product launch and is expected to improve product availability.
The benefit of using WhatsApp, according to the buying group, is to make the process speedier and to “strengthen relationships across the supply chain”.
“The launch of E-Presell functionality opens a huge digital advantage for the group which will benefit all – members, retailers and suppliers – in gaining accurate forecasts and ensuring product visibility in store from day one of a product being on the market,” said Sugro head of marketing and commercial Yulia Petitt.
“With the ease of using WhatsApp, the entire pre-sell process becomes a much quicker and easier process to manage for all parties.
“I am delighted that Sugro UK members are now able to provide photographic evidence of retail compliance and in-store execution to our supplier partners, using a wide range of display and compliance criteria such as planograms, secondary displays, trials, and new product developments.
“These digital features allow members to share real-time proof of execution, enhancing accountability and building supplier confidence.”
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