What are key metrics/targets that wholesalers work towards ?
Ultimately wholesalers exist to support their customers with a service solution to get product from point A to point B, offering a practical and attractive range with a strong choice, at a price that allows the wholesaler to make money but that is market relevant for their customers. The key measurements of success for all wholesalers will be sales volume which directly links to revenue and profitability, and product availability which correlates to customer satisfaction.
How can new businesses create a unique proposition to help these targets ?
Check that your new product idea can be sold at a price that allows a wholesaler to make money whilst offering the end customer an applicable price point. If it helps, try to reverse engineer an operators menu price and work back through the margin chain to the product cost. If in doubt, ask the wholesaler!
Ensure that you are able to offer a product with a sustainable and robust supply chain. Nothing is more frustrating than a great product that can’t make it to the warehouse on time in full, buffers and constant forecasting/reforecasting are your friend.
