ABB's Online Acceleration Program for Distributors (DOAP) is designed to maximize online sales and boost omnichannel growth, as demonstrated on Friday, April 12th, during a hybrid event that combined in-person sessions for distributors in Buenos Aires with streaming sessions for distributors from other regions of the country. Twenty-three distributors from Argentina participated in this event.
On April 12th and 13th, two events took place in Buenos Aires: on the first day, an internal workshop was held for ABB employees, and on the second day, during a full-day session consisting of two consecutive meetings, we presented ABB's Online Acceleration Program for Distributors (DOAP). This program aims to maximize our distributors' online sales and enhance their omnichannel growth. Luca Zanella traveled from Italy and was present for both days in Buenos Aires. During this visit, he introduced us to ABB's Online Acceleration Program for Distributors (DOAP) and emphasized the advantages of omnichannel growth. "Our experience has shown that adopting an omnichannel approach can increase revenue, with distributors who have adopted ABB's omnichannel tools reporting steady double-digit growth since implementing these strategies," said Luca Zanella, Global Manager of E-commerce Distribution Channel at ABB.
What is the DOAP program?
The DOAP program is a multi-level system that offers a comprehensive set of tools to enhance distributors' online presence and maximize sales. It can be tailored to the size and budget of the distributor, with ABB's local team selecting the most suitable initiatives within the program.
This may include anything from developing online stores for distributors to stores within stores or brand pages, aiming to provide comprehensive support to distributors in establishing an online presence tailored to their geographic region, customer demographics, and specific platforms they use.
Furthermore, we can assist distributors in saving time and money by providing them with optimized digital data for products in our portfolio, organized into batches based on the products sold and the countries they are destined for.
Additionally, within the DOAP Program, we offer digital marketing campaigns designed to drive customer traffic to distributors' web stores, generating online browsing opportunities and increasing e-commerce purchases.
Lastly, we provide access to ABB eFinder, an inventory location system specifically designed to help customers find where to purchase ABB Electrification products through authorized distributors in their region. Tools like these enable distributors to act promptly when a customer requires something they need for their project.
Throughout the program, global and local teams maintain regular contact with distributors and monitor initiative performance using dashboards, to adjust objectives and actions as needed.
New perspectives on digital sales.
Twenty-three distributors from Argentina attended the two sessions organized by ABB on Friday, April 13th. A general session where the program's general guidelines were presented, and an afternoon session dedicated to exchanging ideas with our digital distributors. Our clients left both sessions armed with new perspectives on the digital sales landscape and a better understanding of their opportunities to increase their online presence.
Lisandro Nigrelli, Digital Commerce Manager at Electricidad Serra, commented: "We had a very productive day, especially due to the detailed information provided about the ABB eFinder solution. We have been using the platform for some time now, and we believe that the registration process was clear and precise, as well as having an excellent experience sending weekly stock reports. On the other hand, we have noticed an increase in our sales, and we assume that this tool has driven them. As a distributor, we are challenged to continue on this path, relying on eFinder and all its benefits to reach our customers in a practical and direct way."
Ignacio Torres, Director of Digital Sales at Tofema, said: "The challenges facing the market currently are mainly focused on two prominent areas: delivery times and availability. With ABB's eFinder tool, the customer can quickly find the products they are looking for, with information on availability and delivery times, as the tool provides updated information on ABB products. For those B2B customers who cannot purchase through digital platforms due to corporate procedures, having the possibility to connect our stock to offline is an added value that we understand could differentiate us from other brands."
“This was not just a knowledge-sharing event; it was an open dialogue with our distributors to ensure we address their most important challenges” said Maria Jose Cánepa, Marketing Manager ABB Argentina”. For Nicolás Parravicini, ABB Digital Specialist, "success in the digital future of eCommerce will be measured by sustained business growth, customer satisfaction, and the ability to adapt to changing market demands and trends." We firmly believe that distributors hold the key to success.
This initial contact was the global eCommerce team's, it was a great opportunity for Argentina to have global managers meet our distributors face-to-face and demonstrate the power of collaboration. We were delighted that every distributor who attended this event felt they could benefit from the tools we presented to them and had newfound confidence in their ability to excel in the digital realm and increase sales through an omnichannel approach.
