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Sales & Marketing

What Omnichannel Means for Today’s Distributors and Suppliers

One of the sessions at the ISA22 event centered on the topic of omnichannel and what it means today — which goes far beyond just having an e-commerce presence. Here's the key takeaways from that session and their applications.

April 18, 2022

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It doesn’t seem that long ago that having functional e-commerce was considered the leading edge for digital innovation in the distribution sector. In fact, it wasn’t. E-commerce began its rise to B2B prominence around 2010 as distributors looked to rebound from the Great Recession of 2008-2009, and online ordering was seen as a valuable channel to bolster sales for distributors that had only had customer options ordering via phone, counter-sales at physical branches, outside sales visits and email orders, while vending EDI was still in its infancy. That was a dozen years ago, but I’m sure it…

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