5 reasons why 2021 is the year of technology for office supplies dealers
Technology is the future. That’s a statement you’ll hear from leaders in virtually any industry, from property to pharmaceuticals, finance to law – and office supplies is no exception. Our industry has been bending to the advancements of technology for years, from the digitisation of products to the evolution of advanced systems which make selling more efficient. Year on year, we’ve witnessed the gap widen between dealers who’ve embraced this technological tide of change, and those at risk of being left behind.
But why is 2021 being pitted as the year of technology for office supplies dealers? In 2020, experts assessed that the rate of technological evolution in our society accelerated by 5 to 10 years. Over the past 12 months, almost every business has in some way relied on technology to survive, to keep communication lines open and logistics online in what’s felt at times like a semi-dystopian world. Now for office supplies dealers, having the right technology in the right areas of their business isn’t just an option, but a need – whether that’s back end system, ecommerce presence or logistics management. 2021 is the year of technology, and below we’ve listed 5 reasons why.
1. Customer needs are fast evolving, and most require technological infrastructure to be met
The events of the past year have meant that we’ve become all too accustomed to zoom calls, webinars and conferences, and even with the recently announced one way road to recovery on the cards, we’re unlikely to see any major change to how we communicate just yet. But dealers of 2021 need to be thinking not just about how they can contact customers, but how they will prioritise the high value ones, and best meet their needs to avoid attrition to competitors. The best way to do this is by using a CRM system which gives you full visibility of your customer behaviours, from their stage in the sales funnel to their industry, their job role and even where they are working from. If you can use technology specifically designed for your industry to pinpoint who and where your customers are, and then offer them what they need based on data, you’re a step ahead of those relying on a reactive approach. The same can be said for fulfilment and distribution. We were already seeing the decline of last mile deliveries pre-pandemic, and now virtually every industry is recognising the vital role dropship plays in enabling the smooth continuation of business in the most difficult of times. Dealers need to be asking themselves how their sales strategy, distribution and business model incorporate the technology needed to satisfy their customers now and for the future.
2. Ecommerce has exploded, and 2020 has likely altered buying habits forever
We’ve seen the blow that COVID has struck to our highstreets in recent headlines, with brick-and-mortar staples like Debenhams being swallowed up by fashion ecommerce player ASOS and the ONS reporting that in November 2020 36.2% of all retail sales were made online. The state of retail is a defining factor in our overall economic and business health, and this shockwave ripples out to our industry too. Strategic moves such as these are securing our society’s reliance on ecommerce for the long term. It’s a harsh reality, but dealers who stick with outdated technology and websites that are difficult to for customers use to make margin each month won’t be able to compete with those who incorporate ecommerce into their sales strategy and drive customer acquisition through digital marketing, competitive promotions and smart online features.
3. Customers now expect a personalised buying experience driven by data and enabled by tech
The days of in-store may be slipping away, but this doesn’t mean that customers expect a buying experience that is any less personal. In 2020, we witnessed a rise in the trend for personalised customer journeys. According to a recent blog by Trustpilot, businesses who lead on customer experience see on average 17% revenue growth over 5 years, compared to those who deliver poorer customer experience who only see around 3%. But this trend for tailored online buying can only be utilised as well as your technology and system will allow. For office supplies dealers to truly maximise on this trend, they need to be equipped with the technology for flexible merchandising and customer segmentation, which enable them to target customers with the right promotions and relevant products at the right time.
4. Cybercrime is on the rise, and dealers need to be prepared for it
Over the past year cybercrime has skyrocketed, becoming one of the biggest threats to company and data security out there. According to Verizon’s 2020 Data Breach Investigations Report, phishing (the fraudulent attempt to obtain sensitive data by impersonating a trustworthy entity online) is still the number one source of data breaches. We talked more about this and how dealers can protect themselves back in 2020, and it’s important that dealers are aware of the real threat posed by cyber criminals, and that they have the right infrastructure and technology in place to combat attacks. The cold truth is, that the software and technology that cybercriminals use is only going to become more sophisticated as we move into the future, and dealers need to use technology to protect themselves, their businesses and platform.
5. Competitors will continue to use technology to their advantage, and dealers need to keep up
Just last week, Amazon opened up its first till-free grocery store, where customers can do their weekly shop, scan and pay for it all through a mobile app. While this might seem like a far cry from business supplies, it’s a perfect example of how the major players will continue to utilise advancements in tech to thrive in the post-COVID world. While for some dealers this may feel overwhelming, there are solutions out there which enable your business to thrive alongside these, and even support you to make waves where the online giants fall short.
Find out more
If you’d like to find out more about the type of technology available for dealers to thrive in this new world, or you’d simply like to know what Office Power can do for your business, get in touch with Chris Armstrong on 07789 004 158 or email chris.armstrong@officepower.net.
