Leaders’ views from the top

Douglas Gurr explained ways in which his wholesale company could use its technology to help manufacturers monitor and develop sales of their products.

The Blueheath chief executive officer said its online ordering system for retailers gave it real-time sales data and enabled it to target individual sites for promotions.

Gurr gave details of work Blueheath did with a manufacturer on the launch of a new product. By prompting retailers with adverts when they logged on to order, and offering a good launch promotion, Gurr said distribution of the product climbed from 7% in week one to 70% by week four.

In a project with another manufacturer, Blueheath worked on a promotion to increase distribution of an existing product. The wholesaler was able to offer the promotion only to retailers who were not already buying the product so promotional spend was not wasted. Before the promotion began only 12% of Blueheath’s customers were buying the product.

During the promotion distribution rose to 60% and it fell back to 36% afterwards, meaning distribution among Blueheath customers had been trebled by the project.

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