JJ Food Service transforms its promotional strategy with RELEX Solutions technology
JJ Food Service, a UK omnichannel wholesale food retailer, says that it has strengthened its online and in-store promotions strategy and increased profitability and increased value for customers after implementing the RELEX Solutions promotional model, a cross functional, AI driven solution.
With 11 outlets across the UK and a diverse range of over 3,000 products, JJ Food Service caters to approximately 100,000 B2B customers.
15-20% of the company's turnover is generated from promotional items.
“Today’s customers want maximum value for their money and managing promotions can be a significant challenge for food retailers,” says Mushtaque Ahmed, Managing Director at JJ Food Service.
“We recognised the need for an advanced solution to optimise our promotional efforts and deliver profitability as well. In February 2023, we made the decision to onboard the RELEX promotional model to eliminate existing challenges and streamline our daily operations.”
RELEX’s collaborative approach accelerated the process of discovering, identifying, and validating the appropriate promotional data, and enabled a seamless integration of the RELEX solution with JJ Food Service’s existing systems.
In just one month of identifying and recommending specific products for promotion, the solution delivered a 10% increase in sales volume along with a 7% boost in profitability on promotional items.
This data driven approach also highlighted inefficiencies in previous pricing strategies, enabling JJ Food Service to make better, more informed pricing decisions that delivered tangible results.
Ahmed says: "Implementing the RELEX tool has been very eye opening. It revealed that we were promoting certain products at a lower price point for no benefit whatsoever.”
“With the RELEX tool onboard, our promotions are now more precise and tailored to the right customer segments, resulting in a noticeable 10-12% increase in volume. We anticipate these numbers will only continue to rise.”
“We’re thrilled with the immediate impact that the RELEX promotional model has had, and we look forward to further optimising our promotions to grow our profitability while also delivering unparalleled value for our customers.”
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