Bestway launch new data analytics platform for suppliers

Bestway Wholesale has launched a real-time analytics dashboard, enabling suppliers to monitor brand performance and access deeper customer insights.

The new offering from the retail and wholesale group provides suppliers with key insights into customers’ buying behavior on Bestway Wholesale’s website.

Data from the platform allows suppliers to identify areas of improvement, enabling them to optimise their own listings, pages, and promotions to enhance the overall digital experience.

Suppliers can now see aggregated data and insights across the entire customer journey for their brand and products.

Previously, suppliers would have relied on the wholesaler sharing select data with them.

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As part of the launch, Bestway has partnered with the digital experience analytics firm Contentsquare, becoming the first wholesaler to adopt its retail media solution.

Bestway Wholesale managing director Dawood Pervez said: “We’re really excited about the potential this analytics dashboard has for our suppliers.

“It has the capacity to really drill down on the buying behaviours of our customers and the data can be benchmarked.”

He added: “For example, the ‘add to cart’ and ‘conversion rate’ can both be rated against the category average, allowing suppliers to see how they are performing against other brands in the same category.”

Bestway Wholesale group trading director Kenton Burchell commented: “Manufacturers are starved for insights into wholesale customer journeys, and so we’re delighted to now offer these insights to the brands we work with.

“This will give our suppliers the knowledge and transparency so that they will be able to optimise their advertising spend and digital activity accordingly, which in turn will allow them to plan more strategically their spend going forward.”

Kevin Rhodes, impulse digital manager at PepsiCo, a Bestway supplier, said the personalised data analytics dashboard allowed it to “fully understand the performance of each of our online activations and tools, giving us in-depth insights into how retailers shop online”.

He claimed it was the “best insights tool we’ve seen from any of our wholesalers”.

“We have learnt that retailers predominantly use search to shop for our products which has allowed is to identify clear opportunities to improve our digital visibility and sales in 2023.”

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