Hardwired for success: the omnichannel marketing advantage for distributors.

Electrical distributors today face a tough challenge: how to stand out from the competition at a time when customer expectations are changing fast.

Consider these stats on today’s B2B buyers:

• • 74% prefer to purchase through an online platform—and they expect it to be as seamless as ordering birthday gifts on Amazon.
  • 82% prioritize personalization.
  • They now spend most of the buyer’s journey without a salesperson.
  • 80% will switch suppliers if they can’t purchase from their preferred channels, or if they have inconsistent experiences across them.

To stay top of mind—and close more sales—electrical and other industrial supplies distributors need to connect with customers in many places, at many times. That’s where omnichannel marketing comes in.

Complete the circuit with a connected customer experience.

Omnichannel marketing is a powerful strategy for driving business growth and customer retention in the digital age, empowering distributors to not only survive in a crowded market—but to thrive. 

Omnichannel offers a number of advantages, including:

• • Creating a unified experience across all customer channels: website, email, social media, in store, and customer service. 
  • Enabling a consistent brand presence that inspires trust at every step of the sales journey… even when buyers “twist and turn through the funnel,” looping back to different parts of the process. 
  • Creating opportunities to turn customer data into tailored communications that build trust and increase satisfaction—laying a solid foundation for long-lasting brand loyalty.

Let’s look at six ways distributors can take advantage of omnichannel marketing—and tips for plugging into them.

1. Splice online and offline channels.

Research shows 73% of customers use multiple channels during their shopping journey. By unifying online and offline, distributors can meet customers where they are, delivering a seamless, convenient experience from start to finish. 

City Electric Supply does this particularly well, providing real-time inventory updates across its e-commerce site and physical branches. That allows customers to check product availability before choosing in-store pickup—saving time and building loyalty.

 

Try this:

• • Use a centralized inventory management system to update product availability across all channels in real time.
  • Offer flexible fulfillment options like “buy online, pick up in store” (BOPIS) to maximize speed and convenience and drive traffic to physical locations.
  • Maintain consistent pricing, promotions, and product information across all channels.

2. Make the buying experience more personal with CRM systems and data analytics.

Personalization is critical for nurturing existing customers and engaging new ones. Using a customer relationship management (CRM) system to deliver customized communications allows distributors to segment audiences by preferences, behaviors, and purchase history—for a targeted (and effective) approach. 

 

Try this: 

• • Use CRM data to develop automated workflows for post-purchase follow-ups, reorder reminders, and targeted promotions based on customer behavior.
  • Segment customers by industry or project type, offering specialized products or solutions that meet their specific needs.
  • Monitor customer feedback and purchase history to identify the best times to engage customers, such as during project planning or maintenance cycles.
  • Regularly analyze customer data to identify trends—and adjust your marketing strategies accordingly.

3. Energize digital tools and platforms.

Want to deliver a streamlined buying experience? Start with a robust e-commerce platform with detailed product specs, an advanced search function, automated pricing, and real-time inventory updates. And with 80% of B2B buyers using mobile devices throughout the buying journey, optimizing for mobile is also critical.

WESCO, a global leader in electrical distribution, attributes a 30% year-over-year increase in online sales in part to its mobile-optimized, feature-rich e-commerce platform.

 

Try this:

• • Include user-friendly features like advanced search, detailed product specs, and easy reordering.
  • Optimize your website for mobile devices.
  • Include detailed technical specs, installation guides, and video tutorials for complex products.
  • Integrate e-commerce platforms with enterprise resource planning (ERP) and inventory management systems for real-time updates.

4. Check out a variety of digital marketing strategies.

Digital marketing strategies can help distributors expand their reach and engage customers at multiple touchpoints. Search engine optimization (SEO) and search engine marketing (SEM) improve online visibility and drive website traffic, while targeted online ad campaigns reach the right people at the right time.

Regular content marketing is also a critical component of digital marketing. In addition to building credibility and brand awareness, research shows that nearly half of decision-makers do business with a company after seeing their thought leadership.

 

Try this:

• • Use SEO best practices to boost your website to the top of search results for relevant keywords.
  • Implement pay-per-click (PPC) campaigns to target customer segments with tailored ads.
  • Create high-quality content—like white papers, case studies, and video tutorials—to educate customers and build trust.

5. Amp up the human touch.

Digital tools can streamline the customer experience‚ but human connection is the key to long-lasting loyalty. In fact, PwC reports that 82% of consumers want more humanity in the customer experience.

Distributors can differentiate themselves with personalized advice, tech support, and in-person consultations. Physical locations also support customers who prefer face-to-face interactions.

 

Try this:

• • Train staff to provide expert guidance and problem-solving assistance, both online and in store.
  • Maintain strategically located physical stores for customers who prefer face-to-face interactions or need immediate product access.
  • Offer virtual consultations or live chat with technical experts for customers who prefer digital channels.
  • Facilitate workshops and training sessions at physical locations to build customer relationships and provide added value.

6. Join forces with manufacturers.

Collaborate with manufacturers to ensure you’re providing up-to-date product information across all channels. Many offer digital tools, resources, and co-branded marketing support.

For example, Schneider Electric provides its distributors with a self-service portal, digital catalogs, and a library of thought leadership and online resources. By taking advantage of offerings like these, distributors can deliver an enhanced sales experience—and added value to their customers.

 

Try this:

• • Establish data-sharing agreements with key manufacturers to ensure your digital platforms have the most current product information, specifications, and imagery.
  • Use manufacturer-provided digital marketing materials and tools to enhance your online presence and provide value-added content to customers.
  • Collaborate on joint initiatives—like co-branded landing pages and virtual product showcases—to make the most of your combined expertise and resources.
  • Find manufacturer training and certification programs to keep your staff up to date on new products and technologies.

As the electrical distribution marketplace continues to evolve, an omnichannel approach isn’t an option—it’s a necessity for survival and growth. By embracing this unified strategy, distributors can create a powerful, customer-centric ecosystem that drives loyalty and retention. 

Ready to supercharge your customer relationships with omnichannel marketing? Let’s talk.