Kaddy has implemented a new pricing model that it says is a “gamechanger for the wholesale liquor market”.
New and existing suppliers can now access the market-leading platform for as little as 1.25 per cent. The reduction in order processing fees is part of the new Kaddy Membership Program and will feature tiered levels that are tailored to different business needs.
Access starts with ‘Freemium’ (pay per play), expanding to ‘Enterprise’ for larger volume suppliers driving significant sales through the platform.
Kaddy’s Head of Commercial, Rich Coombes, says that “as inflation makes its impact known across the global supply chain and interest rates rise, we’re pleased to give the wholesale beverage community some respite. We have your back with a lower cost and more flexible pricing model to help drive growth in wholesale revenue and margin.”
Mr Coombes says, “The feedback we received was that suppliers are looking for more flexibility. For example, bigger suppliers and distributors preferred the ability to reduce the headline fees, while small producers are most interested in getting paid fast. We will still offer suppliers access to upfront payment and expect demand for this service to remain strong, but it’s no longer packaged as a ‘one size fits all’ approach.”
The new program has been undergoing testing for several months and is expected to generate a deeper level of engagement with existing suppliers by encouraging their customers and sales representatives to put more orders through Kaddy Marketplace. The current platform benefits including reduced administration, guaranteed payments and easy reordering, as well as marketplace access, exposure and new trading relationships, will remain in place across all program levels.
Over the coming months, Kaddy will also be introducing a range of new brand-building features for suppliers:
“Our vision is to put more brands in more hands by lowering the barriers for entry and providing access to infrastructure that releases time, value and energy, which in turn, can be reinvested into growth. The new program is a major step to support this vision,” said Mr Coombes.
Kaddy services thousands of hospitality venues and liquor retailers across Australia, and stocks over 1,200 beverages brands.