Talking to Anthony Akin, Director Marketing and eCommerce at IBT Industrial Solutions, Kansas, USA.
IBT Industrial Solutions is one of the Top 50 Industrial Suppliers in the USA. With over 40 warehouses in the Mid-West of the USA and 70 years of successful history, IBT is one of the players in the area of conflict between the „800 Pound gorillas“ of the Industry and numerous small Shops. And an interesting counterpart in terms of differentiation strategies..
At a visit a couple of years ago I had the chance to get to know IBT a little bit closer. And learning during that visit, that they not only operate successfully in the market, but also follow some unusual paths, like their own HD-film Studio to produce training materials.
Talking to Anthony Akin, Director Marketing and eCommerce at IBT, I not only learn more about the background to this decision, but a lot about positioning issues in competition: e.g. customer-loyalty strategies via competitive factors like product consultancy and technological expertise. Proximity and emotional link up with clients. And as a direct result the needs and challenges for personnel development of the sales teams. Furthermore I was interested in his judgement re the Internet of Things and the role of distribution in this area.
And last but not least I gained insight into his experience regarding the process of EDI/OCI link-up of IBT clients.
Continue reading Product and technological expertise – factor for success in technical distribution in the USA