Optimizing the E-Commerce Trend to Grow Business | The Cannata Report

Exploring new ways to leverage technology with ECI Software Solutions Brian Bowerfind.

With rising costs, thinner margins, and increasing competition, and new marketing strategies such as e-commerce, it can be difficult for dealership teams to manage operations, never mind focus on strategic initiatives such as growth. How can office technology and services dealers leverage technology for competitive advantage?

The Cannata Report sat down recently with Brian Bowerfind, president of ECI Software Solution’s distribution division. Since 2017, Bowerfind has presided over ECI’s Global Office Products & Contract Furniture and NET1 divisions. In this interview, he discussed technology solutions, including e-commerce, that can help office technology and services dealers not only overcome industry challenges but get ahead of the competition and capture growth in 2023.

How can an integrated e-commerce experience help office technology and services dealers to simplify their processes and influence automation?

Bowerfind: The COVID-19 pandemic has helped to make e-commerce a larger priority for most small and medium-sized enterprises, dealers included. The independent dealer channel is shrinking year over year, especially as more smaller dealers get acquired. The majority of their products may be supported by and sold via wholesaler SKUs [stock-keeping units]. At times, it can be challenging to get non-wholesaler supported SKUs into some e-commerce solutions. Having an efficient supply chain is the key, of course, which is where the automation and flexible, easy to use e-commerce platforms come in.

To that end, ECI Software expanded our B2B e-commerce portfolio by purchasing UK-based ES Tech Group last October. With our expertise in cloud-based business management solutions, buying this firm feels like a natural fit. They’ve developed a world-class e-platform — an Amazon-like marketplace — offering the ability to run a superior online presence while driving data-driven decisions through back-end ERP solutions. We had a very strong Q4 last year thanks, in large part, to this new partnership.

In addition, the company operates a growth agency that specializes in marketing and catalog development to help businesses capitalize on traditional and digital sales channels. ES Tech’s products join ECI’s growing suite of business applications that can be integrated across our vertically based solutions.

How can dealerships create more robust data strategies?

Bowerfind: Content is king, and websites are an opportunity to sell SKUs. When it comes to fulfillment, mega players like Amazon.com and Walmart.com are online competition for the independent dealer channel.

Dealers rely on technology to make the playing field even. It’s important that they use data-driven insights to discern what is selling where and the optimal price points. High-tech options level the playing field, but where dealers continue to differentiate themselves is by serving their customers with a touch that mega players cannot compete with.

How can dealer owners and managers adjust to industry shifts away from business supplies and more toward workplace supplies, services, and solutions?

Bowerfind: Think about how the office space has changed. More and more people are working remotely from home with an increasingly hybrid workforce. Broaden your scope. Think about what your customers are buying today that you’re not selling them – anything within the walls — can be facilitated via e-commerce. Jan-san [janitorial and sanitation] supplies, bolstered by virus concerns, have become a big opportunity. Also, anything electrical: light bulbs, switches, dimmers. Don’t forget breakroom coffee, tea, water, and snacks. As supply-chain disruptions have dissipated, most of these items are readily obtainable.

This article was published on the Cannata Report.