Omnichannel excellence in wholesale

Wholesale in Germany is caught between economic change and structural challenges. As a central component of the economy, it must continuously adapt in order to remain competitive. Innovative technologies, digital platforms and omnichannel strategies form the basis for future-proof business models and offer solutions to the key challenges facing wholesale. In this video, our CX and retail experts Sebastian Zack and Stefan Konen explain the challenges facing wholesale and the opportunities for growth that digitalisation offers.

Wholesale is facing dynamic changes that require a rethink in many areas. Four key challenges are setting the agenda.

• Increasing competition: Global marketplaces and new entrants are putting pressure on established wholesalers. Innovative services and efficiencies are becoming key differentiators.
• Digitalisation and rising customer expectations: Business customers now expect the same standards they are used to in B2C, such as Amazon.co.uk: automated processes, personalised communications, excellent customer service and a seamless digital user experience.
• Changing role of field service: Field service is no longer just a sales force, but increasingly a strategic advisor supported by digital tools and data-driven insights.
• Resilient supply chains: Global disruptions caused by geopolitical tensions, pandemics or natural disasters require flexible and resilient supply chains that can respond quickly to market changes.

These challenges require a fundamental transformation of business models and a greater focus on optimised distribution channels.

Overcoming these challenges requires comprehensive digital strategies and organisational adaptations. A central data platform is the backbone of modern wholesale business models. B2B platforms are changing the way companies interact with each other. They simplify processes, reduce friction and create new opportunities for collaboration. For wholesale companies, this means in particular

• Digital services: Digital services such as e-invoicing, raw material monitoring or supply chain due diligence can be offered in a clear and standardised way.
• Increased efficiency: Automated processes reduce manual effort and errors.
• Scalability: New partners and services can be seamlessly integrated.
• Improved customer relationships: A central platform makes it possible to better respond to the needs of customers and suppliers and ensure a consistent and personalised customer experience.

The Markant Group and adesso have created a platform that connects 15,000 suppliers and 200 retailers worldwide. This optimises ordering processes and meets customer requirements more efficiently. The most important services of the platform are

• Digital process files: A central repository for documents and processes.
• E-invoicing: Efficient and error-free invoice processing.
• Raw material monitoring: Supply chain transparency.
• Compliance with the Supply Chain Due Diligence Act (LkSG): digital support for compliance with legal requirements.

In addition, the attractiveness of the platform is intended to attract new partners to Markant and thus further expand the network.

Wholesale has to adapt to the reality of an increasingly digital marketplace. The integration of all channels - in-store, online and mobile - is essential to deliver a seamless customer experience. Omnichannel is no longer an add-on, but a prerequisite for sustainable success. However, the goal should be to go beyond the basics. The goal is omnichannel excellence, which can be achieved with the following building blocks

• 360° view of the customer: Centralised data and modern CRM systems provide the basis for comprehensive customer knowledge. Supplemented by loyalty solutions, they enable a personalised approach across all channels.
• Consistent customer experience: Whether face-to-face, online or mobile, customers expect the same high standard of service and interaction.

The CXM Maturity Model enables a precise analysis of the current state of the Customer Experience Management (CXM) strategy. This can be used as the basis for developing a targeted roadmap that systematically drives the omnichannel strategy and provides companies with a clear roadmap. This approach demonstrates that omnichannel excellence is not just a trend, but a necessity to meet the growing demands of customers and remain competitive in the long term.

AI offers wholesale companies enormous potential to increase efficiency and accuracy in the process chain. In sales, marketing and customer service in particular, AI can help automate repetitive tasks and make more accurate decisions.

For example, one food wholesaler implemented an AI solution that digitised analogue orders and integrated them directly into the ordering process. This reduced errors, streamlined workflows and significantly lightened the workload for employees.

In addition, intelligent systems such as digital assistants (agents) or sales copilots help make sense of data and improve customer engagement. In customer service, conversational AI solutions ensure fast and consistent communication. In addition, AI enables predictive demand planning that optimises inventory levels and automates customer communications to efficiently create personalised content. Through dynamic pricing, AI creates the flexibility to adjust prices in real time to market changes - a critical advantage in a rapidly changing competitive environment.