These 12 challenges are stopping you from growing more

As a pacesetter or leader, you undoubtedly recognize these 12 most common challenges for manufacturers and wholesalers. Let's explore these challenges further and provide additional insights and practical examples.

1. Applying Pricing Complexity Online

Clearly communicating prices per customer group or even per customer is a challenge. This includes different pricing structures by product category (for example, per square meter, per piece), net and gross prices, and so on.

Extra insights: Using an advanced price management system can help optimize pricing strategies and adapt quickly to market changes. This system can also manage discounts and promotions, allowing you to flexibly respond to the needs of different customer groups.

Practical example: A wholesaler of building materials must charge different prices for contractors, individuals and resellers. With a dynamic pricing system, they can automatically show adjusted prices based on the customer group and type of product, increasing transparency and customer satisfaction.

2. Getting a large, cluttered product catalog under control

Managing tens of thousands of products with comprehensive technical information, multiple languages, and multimedia files can be overwhelming.

Extra insights: Use a Product Information Management (PIM) system to centrally manage all product data. This ensures that all information is consistent and up to date, increasing efficiency and reducing errors.

Practical example: An electronics manufacturer can use a PIM system to centralize product information and synchronize it with their e-commerce platform. This makes it easier to update and translate product details, which improves customer experience.

3. Support a complicated, multi-channel buying process

Customers want to order via various channels: by phone, email, a web portal on a smartphone and laptop, chat, WhatsApp, etc.

Extra insights: Implementing an omnichannel strategy can increase customer satisfaction by providing a seamless and consistent experience regardless of the channel chosen. This requires a well-coordinated approach and the right technologies to integrate all channels.

Practical example: An industrial equipment manufacturer can use an integrated ordering platform that supports all channels. This platform can synchronize orders and provide customers with real-time updates regardless of the channel they use.

4. Make (Online) payments go the right way

Setting up the right payment options, from direct online payment to complex order flows with approval of quotes.

Extra insights: Deploy a flexible payment system that supports various payment methods, including credit cards, bank transfers, and billing. This increases the chances of successful transactions and customer satisfaction.

Practical example: An office supplies wholesaler can use a payment system that supports both direct payments and billing. This makes it possible to offer customers various payment options, which increases flexibility and customer satisfaction.

5. Get upselling & cross-selling up to date

Show customers relevant related products or options during an online order to encourage additional orders.

Extra insights: Using machine learning and AI can help provide personalized recommendations based on customer behavior and purchase history. This increases the chances of successful upselling and cross-selling.

Practical example: An online office supply store can use AI-driven search suggestions to offer customers additional products, such as ink cartridges, when purchasing a printer. This increases average order value and customer satisfaction.

6. Visualize the correct stock and delivery status

Customers want to know how fast their order can be delivered. It is crucial to provide insight into this, from the exact number of SKUs in stock to a status based on colors.

Extra insights: Use an inventory management system that provides real-time updates on inventory status and delivery times. These values are displayed on the e-commerce platform via integration. This helps customers make informed purchasing decisions and increases customer satisfaction.

Practical example: A consumer electronics wholesaler can use a connected inventory management system that shows real-time inventory levels and delivery times on their e-commerce platform. This gives customers immediate insight into product availability and expected delivery times.

7. Set up and maintain central customer management with 100% accurate customer data

A CRM system that contains all customer data and updates this data automatically to minimize errors.

Extra insights: Automation of customer data entry can improve the accuracy and consistency of customer data. This reduces the risk of errors and ensures a better customer experience.

Practical example: A medical device wholesaler can use a CRM system to track customer interactions and purchase history. This helps personalize marketing campaigns and improve customer relationships.

8. Provide short communication lines

By allowing communication to take place partly online, calls with the office staff can be reduced.

Extra insights: Using chatbots and automated email response systems can help answer frequently asked questions quickly and reduce customer service workload.

Practical example: A home appliance manufacturer can implement a chatbot on their website to help customers with common questions and simple issues. This reduces the burden on customer service and improves customer satisfaction.

9. Reach customer groups with the same questions and issues

An online community can be an effective tool for strengthening customer loyalty and building a knowledge base.

Extra insights: Setting up an online community can also provide valuable customer feedback, which can help with product development and customer service improvement.

Practical example: A manufacturer of agricultural machinery can set up an online forum where customers share experiences and solutions. This promotes customer engagement and reduces the burden on customer service.

10. Involve customers and build long-term customer relationships

Automatic communication is essential to maintain customer relationships, such as post-purchase follow-up emails, promotions, and loyalty rewards.

Extra insights: Use marketing automation tools to send personalized emails based on customer behavior and purchase history. This increases customer loyalty and repeat purchases.

Practical example: An online retailer can send automated emails to customers who have made a purchase, with recommendations for additional products and special offers. This helps to increase customer engagement and stimulate repeat purchases.

11. Get data security and privacy in order

Keeping all data within the EU in accordance with GDPR and legislation is crucial to avoid fines.

Extra insights: Implementing strong security measures, such as encryption and access control, can help protect customer data and comply with privacy laws.

Practical example: A consumer electronics wholesaler can use cloud storage services that comply with GDPR requirements to keep customer data safe.

12. Enabling scalability

Being able to switch quickly is a requirement in today's market. Add a new product line or a completely new range after an acquisition.

Extra insights: Use modular systems that can be easily expanded or adapted to changing business needs. This ensures flexibility and rapid adaptation to market changes.

Practical example: A sporting goods manufacturer uses a modular system that can be easily expanded with new modules for online ordering, self-service and customer loyalty. This makes it possible to respond quickly to changes in the market and to add new product lines.

Practical plan of action to identify your digital challenges

In order for a company to effectively identify your digital challenges, a structured approach is essential. Here is a practical plan of action:

1. Inventory of current processes and systems:
   • Step 1: Make an overview of all current business processes and the systems that are being used.
   • Step 2: Identify which processes are manual and which are automated.
   • Step 3: Note the pain points and inefficiencies in the current processes.
2. Stakeholder engagement:
   • Step 1: Involve all relevant stakeholders, including employees from different departments, in identifying digital challenges.
   • Step 2: Organize workshops or brainstorm

Are you not sure how to get started or do you need help with this due to a lack of time? We are happy to support you!