Booker has launched a new communications channel with WhatsApp to drive higher interaction and engagement with retailers.
Showcased at the National Convenience Show last week, the channel is used to highlight new products, promotions and services, share industry insight and tips, and provide “timely and relevant” updates to retailers.
It has been live since March, with around 14,000 retailers – both symbol and unaffiliated – signed up to the platform so far, demonstrating “substantial adoption and interest”, the wholesale giant said.
Booker added it was already boosting communication levels among retailers, with ‘open rates’ exceeding 95%. It said it could also measure analytics such as ‘best times to send messages’, allowing it to “refine our offer to best meet customer needs”.
“We’re always looking for ways to improve our service for retailers, and our enhanced digital offer through WhatsApp further strengthens our existing communication channels,” Booker digital director Jamil Mohammed told The Grocer. “The service helps us to engage with retailers quickly and more effectively, and gives us a way to offer a different level of customer support.
“This use of technology also opens up new opportunities for future innovations – where we can further refine our offer, gain a deeper insight into opportunities and trends, personalise interactions, and deliver bespoke solutions. It ensures we are well set up to not only meet but anticipate the needs of our customers.”
Rival wholesaler Bestway also launched a WhatsApp communications channel last year. It had been customised to provide retailers with personalised deals, promotions, video advertising and the latest brochures, as well as information on new products and services, instantly.
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