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The Wholesaler plays a vital role in the FMCG Route to Market distribution channel. They are an important link or agent between a manufacturer and retailers. In the most basic function, a wholesaler purchases the goods from the manufacturer in bulk quantity and re-sells it to retailers in small quantities.
But as supply chains become more complex, routes to markets optimized and the retail market disintermediated, Wholesalers still occupy a pivotal place in the marketing channel set-up – particularly in far flung hard to reach but hugely profitable rural and peri-urban communities.
In an age of digital disruption and the disintermediation of retail, the need for an eCommerce channel is critical to remaining relevant and getting closer to your Customer. MACmobile has introduced an eCommerce platform built for and tested in FMCG Route to Market, particularly in the thriving and competitive markets across Africa. Thousands of users across Africa trust MACmobile to simplify order generation and improve efficiency. Our platform combines the ease of STOREApp and power of FIELDForce to allow you to get closer to your Customers.
Having line of sight of your inventory and product offering is vital. Clarity over pricing and stock availability is the most basic trust builder for a Wholesaler. Ensuring consistency across every engagement keeps the Customer Experience smooth and satisfactory.
Supporting your local economy is a must. Keeping your general trade connected to a constant supply of inventory at a fair value helps keep their business flowing. Extend an extra sales channel to them to allow for 24/7 service and customer care.
Extending additional value-added services helps improve the Customer's perception of your business and increases loyalty to your Wholesale business. Building on your distinctive Value Proposition deepens trust levels and further differentiates your Competitive Advantage.
Interested in finding out more on how to successfully fight disintermediation of retail and introduce Customer Excellence?