Digital Enabled Sales

In response to the increase of the relevant role of eCommerce in the buying behaviors of our customers and their online journeys, we defined a specific eCommerce strategy to serve customers online, through the support of our Distributors, considering different channel formats. Distributors are heavily investing in their digital customer interaction and ABB has taken major steps to support their online transformation.

Through our DES Digital Enabled Sales strategy we created the Distributors Online Acceleration Program containing a range of tools, solutions and approaches that allows ABB to grow its online sales supported by its distributors.

The foundation of our approach is a multiple step Distributor Online Acceleration Program which starts with prioritizing and selecting distributors and goes on to offer an extensive toolbox of supporting materials to enhance distributors’ online presence and maximize sales.

The purpose of the Program is to support our partners to maximize ABB share of wallet and support their omnichannel approach.

What do we offer

Structured Approach

Tools and enablers

Skills and Analytics

Our collaborative approach, which starts with offering initial workshops to assess the needs, capabilities and market of each distributor and extends right through to implementation and assessment, allows ABB to grow its online presence at the same time as supporting our e-commerce partners to grow theirs.

From large global distributors to smaller regional operators, the DOA Program can be tailored to suit any size and complexity of organization, ensuring each distributor finds the best route to maximize digital sales. Partners that are willing to embrace this mutually beneficial process are taking an important step towards achieving their digital transformation.

Working on Data and Content enhancement is our priority, in providing optimized content to our distributor’s partners webshops according to product assortment sold by our Distributors in their respective country.

We assist with creating enriched content based on relevant keywords that appear on the product page in the distributor’s online store. Detailed and consistent product descriptions can be used across various digital platforms, improve SEO, help boost brand credibility, build trust with customers and increase awareness of the product and brand on the market.

The framework also offers dedicated digital marketing plans and packages or access to ABB eFinder – an inventory locator system designed specifically to easily help customers find out where to buy ABB Electrification products from authorized distributors in their region.

We combined skills and expertise from across our global talent pool, including data and content, product management, digital marketing, analytics and more, to package together a suite of enablers that support our customers in generating tangible returns and results.

Throughout the activation of the program, ABB teams stay in regular contact with distributors and track initiatives' performance using dashboards, so that targets and actions can be tweaked and adjustments made if necessary.

ABB eFinder

ABB eFinder is designed as an easy-to-use ‘where to buy’ online search feature, which allows you to search for the products you need and locate all the distributors carrying that stock.

Creating a winning omni-channel go-to-market strategy

Luca Zanella explores how the ABB Distributors Online Acceleration Program can help.

5 strategies for Distributors

Discover how distributors can leverage digital excellence, sales & marketing, and value-added services to strengthen their significance to customers.

How Distributors Can Become More Important to Manufacturers

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