Many wholesalers and distributors possess a wealth of untapped data. Despite having years of history with customers, decisions are often made based on instinct, and there's a lack of personalization in marketing, sales, and purchasing. The truth is, AI has the potential to transform all core functions for distributors, and companies that invest in AI today can create long-term competitive advantages.
Let's examine the impact of AI on key functions performed by wholesale distributors:
Winning in distribution doesn't necessarily mean selling better; it means buying better. In commoditized markets, which increasingly become buyer's markets as they mature, purchasing departments can leverage AI in the following ways:
AI can play a significant role in sales, especially considering wholesalers' access to years of customer data. With the help of AI, wholesalers can:
Traditional marketing mailers often lack a personalized approach. Most marketing teams create cohorts based on basic indicators such as categories, size, or region and push mailers accordingly. AI can help personalize marketing outreach by identifying what products/ offerings entice specific customers, leading to significant improvements in conversion metrics. Best AI models integrate with your current marketing stack and enable this seamlessly.
Generative AI capabilities enable customer service teams to automate mundane conversations. AI-powered chatbots can now answer customer questions, process orders, and resolve issues without the need for human intervention, freeing up time to focus on critical issues or contribute towards sales goals.