Pioneering B2B WhatsApp message a first for trio

In-message pre-sell functionality to help record quantity of products

Sugro UK, KP Snacks and b2b.store have worked together to complete the first pre-sell campaign of its kind using a wholesaler’s WhatsApp channel.

Using functionality in b2b.store’s ProConnect Platform, Sugro trialled the new functionality with member wholesaler, R&I Jones.

The messages encouraging pre-sell orders for KP Snacks’ McCoy’s Hot ‘n’ Spicy crisps were sent out to R&I Jones customers, allowing retailers to tell a wholesaler how many boxes of the product they would like to purchase.

The entire process was completed within the WhatsApp message, with only a few taps needed for a retailer to record the quantity of products they would like to order, and their customer number.

It is the first WhatsApp message of its kind to be sent in the UK’s food and drink wholesale industry, but is expected to become increasingly common as more businesses use paid-for WhatsApp platforms to communicate with customers.

“This functionality is particularly powerful as it ensures suppliers have accurate forecasts before product launches, enabling better stock availability and distribution from day one of products being available on the market,” said Sugro UK’s Head of Commercial and Marketing Yulia Petitt.

“We’re proud it’s a Sugro member, R&I Jones, who has made such an important first step in the industry’s WhatsApp usage.

“The KP Snacks promotion was one agreed for all Sugro members, but R&I Jones recognised the opportunity to send this out to its customers using WhatsApp – displaying the power of their channel and getting a direct response.

“The ease and speed of using WhatsApp for these commitments simplifies the pre-sell process, ensures accuracy, and strengthens relationships across the supply chain. It’s definitely the future.”

The message was curated with the help of b2b.store, which had developed the ability to send pre-sell promotions specifically with the wholesale sector in mind.

KP Snacks’ Business Account Manager, Adam Gibbons, was delighted that the McCoy’s Hot ‘n’ Spicy crisps were chosen as the promotion for the pioneering WhatsApp message.

“We recognise that WhatsApp is a marketing tool that’s growing in popularity with wholesalers, so we’re always excited to see the latest developments,” said Adam.

“But for a KP Snacks promotion to be the focus of the message is especially notable for us, and we’d like to think that more will follow as the pre-sell functionality becomes more universally available in the future.”