Williams Commerce Report on the Emerging Marketing Tactics Wholesalers are Pursuing

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Leicester based Magento ecommerce specialists Williams Commerce report on a new breed of wholesalers emerging who are digitally savvy and taking advantage of online opportunities.

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Whether it’s a downloadable PDF or viewable flipbook that can be viewed on the website or an independent app that can be found on the app store, we’ve seen wholesalers more proactively using the digital space to market their wares.

There is a perception that wholesalers are slow to adapt to the realities of the digital age. However, according to B2B specialist agency Williams Commerce, wholesalers are taking a lead from B2C marketing strategies and are embracing a diverse range of digital marketing opportunities.

Robert Williams, founder and MD of Williams Commerce Ltd shares some of the exciting new marketing trends and initiatives he has seen wholesalers engaging in this year in the run up to Christmas. “What we have seen among our wholesale clients is an increase in digital marketing. For instance, our clients have invested in digital catalogues to split out and showcase their Christmas ranges separate to their main catalogues. Whether it’s a downloadable PDF or viewable flipbook that can be viewed on the website or an independent app that can be found on the app store, we’ve seen wholesalers more proactively using the digital space to market their wares.”

The popularity of digital catalogues can be attributed to a number of factors. Firstly, they are very cost-effective to produce; and can be updated on a regular basis. Whilst traditional print catalogues have an important role to play, the digital catalogue can allow businesses to act faster and avoid being tied to introducing new ranges in line with print catalogues.

However, Williams does emphasise that wholesalers should not abandon paper catalogues entirely. For instance, while high street retailer Argos are planning to implement digital catalogues, they are also planning to phase out their tried and tested laminate catalogues, Williams however argues that wholesalers should not go as far as abandoning more traditional paper productions. “While there are plenty of advantages to digital catalogues, wholesalers should not underestimate the effectiveness of utilising both digital and paper channels; certainly, paper catalogues can be distributed directly to other companies, they can be posted through people’s doors and can be found in everyday situations. Crucially, paper catalogues can reach those who have not embraced technology at all, so it would be unwise to put all the eggs in the digital catalogue basket, so to speak”.

Another useful, cost-effective digital marketing strategy that has risen in popularity of late is the email marketing campaign. According to Compete PRO, email is the second most popular incoming traffic source for most after search engines, and in fact more popular than traffic from social networking sites.

On email marketing Williams comments, “If implemented well, Email marketing is a cheap, effective and instant way of sustaining brand awareness, and letting receptive customers (i.e. those who have already shown interest in the company by signing up to the email newsletter) know about news, new products, deals and clearance lines. Just one email can generate thousands of pounds of revenue for a wholesaler”.

Williams also mentions how exclusive events held at showrooms and wholesalers’ depots, allowing customers to view products first-hand, take advantage of showroom special offers or seasonal deals and to meet friendly staff is another marketing tactic that is working well for wholesalers. Many B2B businesses have previously relied heavily on the big trade shows. It’s a big investment. However there is a growing trend that is seeing wholesalers invest more heavily in a professional onsite showroom that can be open to trade customers 7 days a week. Done well, the showroom offers the tradeshow experience 365 days of the year.

“Clearly, embracing the digital age is an important marketing tactic, yet relating to people on a human level, inviting them to meet and get to know your business and team is just as important as it ever was.”

Williams concludes “We have noticed wholesalers nowadays want to become more marketing savvy, whether generating leads through SEO and Pay Per Click, communicating to customers through catalogue apps, email marketing or social media, or creating brand awareness through PR and advertising. A new breed of wholesalers is emerging who are switched onto the digital opportunity and we are proud to be part of helping our clients build a strong and profitable online business.”

As both certified web developers of Magento, and specialists in SEO, digital marketing and PR, Williams Commerce offer their B2B and B2C clients a wide range of services to significantly optimise their online presence. For any enquiries about how Williams Commerce can help your company implement effective digital marketing strategy call on 0116 326 1116.

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Keri Williams
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