Distributors often conflate digital with online sales. But digital capabilities are still essential to your success even if your business model means you won’t see a significant portion of your sales coming through a shopping cart in the near future.   

Generally, digital technologies can be applied across a distributor’s business:  

• Distributor to Customer: This may include online training, product search and selection, services information or scheduling, account management, chat, delivery tracking and much more.   

• Distributor Internal: Process automation, internal communication and project management.  

• Distributor to Supplier: Communication, shipment tracking, financial reconciliation and training. 

While a great digital strategy requires a website, that’s just the starting point. Building connections and communication from the customer to the supplier is necessary to drive sales, manage costs and optimize.