With a need to manage hundreds of customer accounts from one platform with real-time updates for inventory and account details, coupled with a shift in online expectations from customers, General Distributing Company had to make a change.
“We wanted to better serve our existing customers,” Amy Dardis, Director of marketing and business development at Montana-based General Distributing Company, a distributor of welding, industrial, and medical gases, equipment and supplies.
“We realized that while we’re not going after B2C, the B2C experience sets the standard and expectation of how our customers are changing their buying habits. We agreed that, ‘If we don’t meet them where they’re at eventually that will hurt us’. We would rather get on board now rather than jump on board at the end when it would be too late. We have younger buyers now who have grown up with technology and when a salesperson walks in and we have no pricing, no pictures and no online anything, they don’t like that. We want to make it easier for our customers to do business with us on their terms instead of telling them this is how you have to do business with us.”
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