Unitas issues guide for suppliers to get the most from wholesale

UK wholesale buying group Unitas has revealed a marketing plan to demonstrate how suppliers can “optimise their investment in the group and fully utilise its scale and reach,” it said.

The new Winning with Unitas guide positions the wholesaler as a brand-building partner for suppliers, illustrating how it can drive volume and growth through a range of retail, wholesale and OOH media opportunities.

Available in print and digitally, the booklet looks at how suppliers have performed best in partnership with the group’s 125 members, taking advantage of promotions, range guidance, depot and retail activity and member engagement events to align activation and promotional compliance.

“Our wholesale network offers incredible size and scale, and we’ve created this guide so all brands can maximise every opportunity to exploit that,” said David Cooke, chief operating officer at Unitas.

“The highest performing suppliers think beyond short-term activity, focussing on scalable execution. They build plans that are clear, commercially relevant and easy for members to adopt. Most importantly, they treat Unitas as a brand building partner, not simply as a route to market,” Cooked added.

The guide forms part of Unitas’ wider Brand Builder project, unveiled at this month’s connect26 trade show, which includes a new suite of activities that build supplier sales and brand equity across members’ depots and retail estates.

Belinda Parkinson, Unitas head of marketing, added: “Compiling the most impactful ways that brands can share their products, promotions and NPD in one at-a-glance guide will open up the wholesale market for existing and future supplier partners, and we’re really looking forward to working with them to deliver exceptional return on their investment.”