by Elizabeth Hines | Apr 20, 2017 | Blog, Manufacturing & Distribution, Strategy, Supply Chain
Industrial product buyers are changing how, why, and where they buy. Are you prepared to accommodate their preferences?
Distribution has always been an industry built on relationships. The loyal customer favored companies where they developed strong working relationships with a sales representative.
But recently distributors have felt a shift in the tide. Buyers have grown impatient with one-on-one sales relationships and quickly embraced the convenience of buying directly from manufacturers, for one. Distributors are left scrambling to keep up with such trends.
So how do distributors stay ahead of the game?
UPS recently conducted a study of the behaviors, preferences and perceptions of industrial product buyers. It found four major market forces driving change: customer demands, direct-from-manufacturer purchasing, e-commerce, and millennials. Additionally, the study offered up a few interesting takeaways we thought were worth highlighting.
5 trends in industrial product buying
1) Purchasing drivers
The study asked for the top five factors that are most important when purchasing industrial supplies from buyers’ preferred distributor size. Though “best prices” was a top contributing factor across the board, as you can imagine, other answers varied from small distributors to large.
For those purchasing from smaller distributors, 58% of customers ranked personalized service as most important. Among those preferring large distributors, 61% of buyers wanted a wide selection of products.
Takeaway: There is a strategic opportunity for mid-size distributors to cater to both types of buyers. Mid-size distributors focusing on larger selection with personalized service can offer customers the best of both worlds.
2) Friends stick with friends
Word of mouth is still the top tool buyers use to research a new distributor. Studies have shown that consumers trust recommendations from people they know more than any other form of advertising, and the same is true for distribution. Personal references and word of mouth are heavily influencing buyer trends.
Takeaway: Distributors need to have their ears to the ground and really focus on what buyers are saying. If the word on the street is that your company needs to make changes, make them. You want to consumers raving about your company, so others will follow suit. Also, consider the value of review sites.
3) Internet is king
The importance of the internet is old news. But UPS’s study found a substantial jump in buyers’ going online to purchase industrial supplies. In 2013, 57% of buyers were hitting the web, and that number grew a significant 9% in just four years.
Takeaway: Suppliers need to make sure that their websites are a one-stop shop for customers. Buyers need to be able to find answers about products, confirm product details, and access their negotiated prices all online. Spending the time and money to update your website is key to giving buyers a preferred way to make purchases.
4) User-friendly everything
Along with wanting to make purchases online, industrial product buyers want the ease and convenience of user-friendly websites. 72% of buyers said they would shift their spending to a different distributor with a more user-friendly website, and that number increases to 85% with buyers age 21-30. These findings confirm the shift from relationship-based buying to the experience-driven trend.
Takeaway: Brand loyalty is no longer based solely based on product quality and personable sales staff. Distributors need to take into account convenience, speed, and a good customer experience. What appeals to customers is the ease of their online service. Staying ahead of trends will involve constant maintenance of your website and its usability.
5) Cross-channel consistency
Industrial product buyers may be making most of their purchases online, but they are definitely checking in with friends and social media before making any decisions. Oftentimes websites don’t provide enough information, and, by default, they rely on other channels to confirm details before making purchases.
Don’t let users find conflicting messages from different resources. Cross-channel consistency will give your company an edge on the competition.
Takeaway: Make sure that your off-site and onsite messages are clear across all channels. Examining the buyer experience on and offline — and making sure that all channels are communicating the same message — can elevate your company’s position among your competitors.
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by Elizabeth Hines | Apr 19, 2017 | Blog, Logistics, Supply Chain, Talent
Looking for talent? Try recruiting from these top-rated supply chain management MBA programs and schools.
We have written before about the importance of recruiting and strengthening the relationship between academia and the supply chain industry as means to solve the growing supply chain talent gap. If your company is looking to hire, consider strengthening your rapport with schools that offer supply chain programs or specialties.
Recently U.S. News & World Report released its annual rankings, including the top supply chain and logistics MBA programs. Of course, U.S. News is not the be-all end-all. But this list gives companies in the supply chain and logistics industries an idea of where some of the brightest graduates, who will be seeking employment in the upcoming months, will be coming from.
U.S. News’ top 10 supply chain management MBA programs 2018
- Michigan State University (Broad) – East Lansing, MI
- Massachusetts Institute of Technology (Sloan) – Cambridge, MA
- Arizona State University (Carey) – Tempe, AZ
- University of Michigan—Ann Arbor (Ross) – Ann Arbor, MI
- Ohio State University (Fisher) – Columbus, OH
- Pennsylvania State University—University Park (Smeal) – University Park, PA
- Stanford University – Stanford, CA
- University of Tennessee—Knoxville (Haslam) – Knoxville, TN
- Rutgers, The State University of New Jersey—Newark and New Brunswick – Newark, NJ
- Carnegie Mellon University (Tepper) – Pittsburgh, PA
See all 23 ranked schools.
Recruiting and retaining new talent
We’ve been writing a lot lately about the supply chain talent gap and ways to recruit and retain millennials. Here are 3 must-read articles for companies looking to hire young talent this year.
3 Ways to Attract Millennial Talent for the Supply Chain
By the year 2020, millennials are estimated to make up a majority of the workforce. In addition, a 2014 study found that 46% of B2B buyers were millennials, and that number is on the rise. This seismic shift in workplace demographics calls for a new approach to attracting and retaining talent. Read
Supply chain companies want to find talented employees that can succeed in junior-level positions now but that also could move into management down the road. “Soft skills” like creativity and problem-solving are crucial to both roles — not to mention, every role in between. Liberal arts graduates bring these abilities to the workplace. Supply chain companies could be actively recruiting these qualified and eager graduates to fill open junior-level positions now, and then groom them to become future leadership. Read
Rodney Apple, founder and president of SCM Talent Group, has almost 20 years of experience as a supply chain recruiter. He has filled more than 1,000 supply chain positions ranging from executive-level at Fortune 500 companies to leadership and staff-level roles across large networks of manufacturing and distribution facilities within the United States. In this interview, Apple discusses the supply chain talent gap and advice for overcoming it. Read
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by Jennifer Hart Yim | Apr 18, 2017 | Blog, Current Events, Logistics, Strategy, Supply Chain
Blockchain is coming, and it offers the potential to shake up Supply Chain and Logistics like few other technologies coming down the pike.
This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.
A few months back, we wrote about Blockchain as an emerging technology and tool for Supply Chain transparency. It’s a pretty incredible technology that stands to reshape big aspects of the economy in general and Supply Chain in particular – but it’s also pretty difficult for the common person to understand, which doesn’t help matters. But Blockchain is coming, and it offers the potential to shake up Supply Chain and Logistics like few other technologies coming down the pike.
In the simplest terms possible, Blockchain is a distributed ledger technology that allows a decentralized network to track transactions within a system. It’s the technological basis for Bitcoin that solved the problem of how to verify transactions for a digital currency without relying on a central entity or bank.
One of the most relevant parts of Blockchain for Supply Chain purposes is the fact that Blockchains tend to be more open and transparent than other sorts of ledger systems – anyone participating in the network can see the transactions. Which has led Financial Services companies to seek out Blockchain technology to more quickly make cross-border payments and verify contracts. It’s also led to companies using Blockchain’s openness to redefine transparency about where they source their products. For example, seafood companies and other food production companies with overseas sourcing can use Blockchain to keep a solid record of every transaction along the Supply Chain, so that consumers can rest assured that the fish they’re buying was farmed sustainably, without using human slavery.
Here’s another new application: shipping giant Maersk is partnering with IBM to use Blockchain to track shipping containers. The goal here isn’t as much transparency as efficiency – which is a much-beloved quality in contemporary Supply Chains. Tracking shipping containers can involve dozens of people and hundreds of individual interactions as it makes its course along the Supply Chain from, say, China to the West Coast of the U.S. Maersks’s new Blockchain program will allow all stakeholders to witness the shipment’s progress and status at all times. The idea is to cut down on paperwork involved and allow both suppliers, buyers and shippers to streamline the process.
At the same time, Wal-Mart is delving into using Blockchain for food safety. Whereas merchants traditionally struggle with unfortunate product recalls that happen from time to time – pinpointing a specific SKU, a specific shipment, a specific vendor, of a product that’s made a customer ill and then taking it off the shelf – Wal-Mart is hoping that Blockchain will help it glean important data from receipts all up and down the Supply Chain: where was the food grown, who inspected it, etc.?
This can help the company be more strategic in removing items from shelves, avoiding the kind of broad-brush recalls (“pull all the spinach!”) that can cost a company millions.
With Wal-mart, Maersk, IBM, and other companies like Nasdaq and BHP Billiton starting to make their way into using Blockchain, it’s clear that the burgeoning tech has finally arrived on the scene.
Any Blockchain experts out there? Are there other applications or implications for Procurement and Supply Chain that we might not be thinking of? Let us know in the comments!
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by Elizabeth Hines | Apr 14, 2017 | Blog, Content Marketing, Marketing, Social Media
Social media gives you access to aspirational customers and their networks, a benefit that can’t be quantified in dollars.
One of the trickiest things about implementing a social media strategy is that success can be difficult to measure. While most professionals acknowledge that a social media marketing presence is important, it’s hard to make a case for resources when you can’t precisely quantify the value in terms of dollar amount.
This, however, shouldn’t stop your business from recognizing the importance of social media as part of a robust marketing strategy. You need to start thinking about value in terms of potential, rather than the immediate sale.
“It’s important that we continue to shift our focus from the short-term sale to the long-term value of social media,” says Emily Teele, loyalty and retention marketing manager at West Elm. “Part of our willingness to make this shift comes from trust that our efforts will pay off, even if not immediately, and part comes from finding new ways to measure results over time.”
Tomorrow’s customers
One of the most valuable and exciting aspects of social media is that it allows business to discover and engage with a new segment of the B2B community: aspirational customers. In the past, businesses haven’t had access to these customers. Now that we can find out who they are, their long-term value cannot be overstated — both as buyers, and in building brand loyalty and an engaged customer base.
According to a recent study published in MIT Sloan Management Review, aspirational customers are likely to follow multiple brands on social media sites. Over half follow at least one brand that they haven’t made a purchase from. But, “our data suggests that they do plan to purchase in the future,” say the study’s authors. “Today’s followers are very likely to be tomorrow’s customers.”
The social network = social media success
There’s another factor to consider regarding the value of social media marketing. At its core, these are networking platforms. That means you not only have access to a new customer base, but to their connections as well.
Your followers’ engagement on social media can expand your reach, as they engage with their own networks. Putting a dollar value on such social reach is fairly meaningless — but it has the potential to add to your bottom line both now and in the future.
What’s more, a recent McKinsey study attributes word of mouth to be the primary influence for up to 50% of all purchase decisions. The study authors go on to say, “Followers who are not yet purchasers can share their experience with the brand, and deepen their commitment to the brand, even prior to that first purchase.”
It’s time we start thinking about social media success in this new way: in terms of potential and expanding value, rather than just immediate dollar amounts.
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by Jennifer Hart Yim | Apr 13, 2017 | Blog, Logistics, Strategy, Supply Chain, Transportation & Trucking
This guest post comes to us from Adam Robinson, director of marketing for Cerasis, a top freight logistics company and truckload freight broker.
Growing woes over a forthcoming capacity crunch are not going away anytime soon. But, the capacity crunch may have a major impact on the freight driver shortage and vice versa. In a sense, fewer drivers mean that capacity will grow tighter. Yet, as capacity shrinks, the incentive for drivers increases. As 2017 moves forward, it may be a year that the driver shortage comes to a head, but it might not be as dismal as some shippers have been led to believe.
The Freight Driver Shortage IS BAD and Getting Worse.
The American Truckers Association cites approximately 48,000 unfilled trucker positions, reports Saul Gonzalez. Since 2005, the freight driver shortage has grown from 20,000 unfilled positions to 70,000, and some reports suggest the shortage may worsen to more than 170,000 vacancies by 2025. Meanwhile, the average of age of today’s trucker is 49, and more truckers are aging out and retiring from the industry. This contributes to a growing bleakness among the trucking industry, causing turmoil among shippers and logistics providers. But, there is a light at the end of the proverbial tunnel.
Could Automation Reduce the Impact of the Driver Shortage in 2017?
Politicians and industry experts have claimed for more than a year that automation and drone delivery will be able to handle the driver shortage, and while this belief may hold true, the widespread deployment of driverless trucks is still far from reality. As explained by Sean Kilcarr of FleetOwner®, the political discussion seems to continue pointing toward more affordable and available education of futuristic technologies.
This might be true in the future, but current political turmoil suggests that any such move will be met with extensive resistance from the opposing political party. In other words, education and re-skilling of workers to service autonomous vehicles and automated technology is not ready for widespread deployment. However, the answer to the growing driver shortage might lie in the capacity crunch itself.
How Could the Capacity Crunch Help the Driver Shortage?
It sounds insane; tightening of the capacity crunch could help solve the driver shortage. Look at the historic tightening of capacity in the shipping industry. In 2004, 2011 and 2014, capacity reached a critical point. Yet, major carriers, reports Jeff Della Rosa of Talkbusiness.net, met the increased demand by increasing trucker wages by 7-percent per loaded mile. Consequently, the overall annual wage of drivers increased during these three years, providing temporary relief for a looming driver shortage.
2017 appears to be another year in the lineup of driver wage increases too. Companies, including Crete Carrier, Baylor Trucking and Shaffer Trucking and CFI have implemented per-mile rate increases. Meanwhile, Swift Transportation, Schneider, and CGI have unveiled $4,000 – $8,000 bonuses for new drivers. So, the wages are starting to reflect the demand for drivers. In fact, Delco expects industry-wide wage increases among trucking companies throughout the remainder of 2017.
Will the Driver Shortage Succumb to Capacity Crunch After All?
It’s easy to gain a false sense of security as wages climb among the trucking industry, and for shippers, this means that they may be considering abandoning previous preparations for worsening of the shortage. However, shippers need to continue working to help the freight driver shortage. Yet, shippers want to pay the least cost possible for transportation of goods, which results in lower profits for carriers and wages for drivers. So, how do shippers help prevent the driver shortage from worsening?
The answer is working with multiple carriers to find the best rates without undercutting the industry. In other words, more shippers will turn to third-party logistics providers (3PLs) who offer more than just shipping management, to increase profit margins across their enterprise, allowing for more expendability among the actual freight costs of shipping. In other words, savings found from auditing and eliminating redundancies in paperwork frees funds for use among actual freight costs. To shippers, the overall costs decrease, but to truckers, it means more money available for use as wages, benefits, and better equipment.
In a Nutshell.
As capacity tightens in the industry, shippers will face the challenge of reaching more customers with fewer resources, and the freight driver shortage may spike temporarily. However, the capacity crunch itself will help curb the driver shortage, and reaction to capacity issues will further the cause of better wages and incentive for more drivers to enter the industry. Of course, nationwide low unemployment and better wages among other industries will still draw people away from the trucking industry, reports the Journal of Commerce (JOC). Remember the saying, “it’s always darkest before dawn.” The driver shortage may not come to a head just yet, provided the industry continues to increase wages and work to increase driver retention.
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by Elizabeth Hines | Apr 12, 2017 | Blog, Content Marketing, Marketing, Social Media
Interesting, original content is central to brand building for the supply chain and beyond.
What do Donald Trump, Kim Kardashian West, and Dan Rather have in common? Like ‘em or hate ‘em, they’ve each amassed an enormous organic following on social media. It doesn’t matter when or where they post it; these celebrities have proven that people will go out of their way to receive their content.
I came across an article the other day about the rising importance of the content creator that got me thinking about this. Joe Hyrkin, CEO of media company Issu, believes the age-old marketing debate about content vs. distribution is now a moot one. “Media consumers will change their behavior and go where a creator has produced interesting content,” he writes.
So many companies — supply chain, B2B, B2C, and beyond — spend an enormous amount of time and money trying to figure out the best places to distribute content and the best times to post. Don’t get me wrong: Those are incredibly important pieces of the puzzle. But I don’t think we can overemphasize the importance of the quality of your content and building a brand that reflects thought leadership.
In short, if you produce the kind of content that your target audience finds compelling, entertaining, and/or interesting, then you’re going to be successful.
“Interesting” is a matter of taste
You may roll your eyes at the idea that any of the above mentioned personalities qualify as “interesting content creators.” But that doesn’t matter — because a whole heck of a lot of people think they do.
The key for the content creator is, of course, inventing and creating for your specific audience.
Probably for your B2B business that doesn’t involve a scantily clad selfie or inflammatory tweet. But if you can be on the cutting edge of what does matter to your target audience, you’ll begin to build a brand that followers feel compelled to watch.
Speak your truth
We live in an interesting time for words like “true” and “fake.” But what I know to be important in content creation is authenticity.
Dan Rather offers an interesting case study. The 84-year-old veteran broadcaster’s rapid rise to social media stardom began with his candid election commentary on Facebook last November. Fans and critics alike have continued to engage with him via this platform. The resulting discussion can only be attributed to Rather’s authenticity — he shares what he truly thinks and feels, and encourages his followers to do the same.
Companies that use content and social platforms as an outlet for their missions, interests, and passions find greater success than those that are trying to be something they’re not in these spaces. For examples of companies who are doing it well, think of Coyote Logistics, Whole Foods, GoPro, Nike, Oracle, and Lowe’s.
Takeaway
The takeaway for the supply chain and other B2B companies is this: If you can build a brand with a reputation for creating really interesting original content, things like distribution, posting time, and posting frequency become less important.
People will know you as a source for cutting-edge ideas and thought leadership. People will be looking for your content. People will follow you because they care about what you have to say.
Don’t underestimate the power of quality original content.
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