At ABB, we have been leading the way in supporting our channel partners through essential training, cutting-edge tools, and digital insights, driving mutual business growth.
We spoke with Marcin Lasoń, Commercial Director at ETAK, an ABB channel partner in Poland, about how our approach has helped ETAK develop a robust online strategy and achieve significant growth.
Building a Strong Foundation
ETAK company has been operating in the market since 1989 and entered the e-commerce space over 12 years ago, launching their first online store in 2013. Initially, they faced challenges due to a lack of knowledge in positioning, advertising, and digital marketing.
"ABB has been a strategic partner for us. From the start, they helped with valuable content such as product descriptions and visuals, as well as catalog sheets," says Marcin.
"As our collaboration developed, ABB brought significant knowledge and experience from international markets. Their support took the form of mentorship, sharing strategies and information that had been successful in other markets, particularly in online sales," explains Marcin.
This guidance was instrumental in helping ETAK grow their e-commerce business.
Expanding Reach and Enhancing Customer Support
A key aspect of our collaboration has been exchanging fundamental information about building online sales strategies. From the beginning, ETAK prioritized product availability, believing that for a distributor, it’s all about providing excellent customer support and ensuring fast delivery.
Thanks to ABB eFinder platform, they feel confident they are fulfilling this mandate.
"Partners and customers searching for ABB products online can easily locate our company, contact us, and place orders. Logistics support is just one aspect of good service. E-commerce is also a form of communication and knowledge transfer about ABB’s offering" Marcin notes.
Adapting to Market Changes
The demand for availability and rapid response to customer needs is growing. ABB eFinder offers additional value beyond finding a product and a distributor. "ABB eFinder has been a game-changer: the analytics provided by the platform, especially around product searches and market trends, have been incredibly helpful in allowing us to adapt quickly to market changes," Lasoń emphasizes.
One example that came to Lasoń’s mind was the opportunity to stock up on a particular product being searched in his area, following the guidance of his ABB counterpart.
"Thanks to ABB eFinder, we can quickly respond to demand and proactively adjust inventory levels to ensure full availability of ABB products. It’s all about meeting customer needs when they appear."
Concrete Results and Future Plans
After implementing the ABB eFinder, ETAK started receiving entirely new inquiries and contacts from across Poland and even internationally. Additionally, they’ve seen inquiries for other products, primarily in the field of automation.
“ABB eFinder has contributed to a double-digit percentage growth in new sales.” Marcin shares.
Looking ahead, ETAK is optimistic about the future with ABB. E-commerce will not only continue to expand their reach and sales but also improve communication with their customers. Generational changes mean that more people prefer e-commerce and digital communication methods like online chats and messaging platforms.
And Marcin is confident that “ABB will continue helping us connect with customers and stay ahead in this evolving market.”
