This makes end-to-end line of sight difficult to achieve . To maximise returns , distributors need to be flexible in the methods they use to engage with their customers . There is no one-size-fits-all approach to such a diverse market , but seamless integration and consistent messaging is critical in removing communication as a friction point in the supply chain , while ensuring that the customer comes first throughout the process .

LEVELS OF TECHNOLOGY Many providers are focusing on delivering cutting-edge apps that allow retailers to create a business environment that can easily manage stock , sales , and other features . But these communication platforms are only relevant to retailers that have access

to a smartphone and a data connection . If distributors focus their efforts solely on this , they risk alienating the main market , which is a significant portion of their sales .

A solution that incorporates Unstructured Supplementary Service Data ( USSD ) into the platform can be useful , because it does not require a smart phone , a data connection or a web browser . In addition , for distributors looking to drive sales and engagement , a call centre can still be highly effective to target all customers in the market . The key is to ensure consistent messaging across the various communication channels , which is the end goal of an omnichannel communication strategy .

However , it is essential to understand that creating such a strategy is not just about throwing the latest technology at the problem and ‘ having an app ’. Instead , it is about having different layers of technology that enable distributors to engage with and meet the changing needs of their retailers , ensuring that various customer groups are being satisfied .

CONSISTENT AND SEAMLESS The ultimate goal is customer-centric seamless integration , from the manufacturer / producer through to the wholesaler , the bulk-breaker and even last mile delivery that takes stock to end-user . Each touchpoint should resonate the same look and feel , the same messaging and the same engagement style , so that no matter how a merchant chooses to engage with the channel , everything is consistent .

Aside from creating a smoother communication system that helps to remove a common point of friction from the chain , consistent messaging and seamless integration also allows for integration of data . All parts of the platform work off the same data , providing the same view of the customer , and giving the customer the same view of the product or brand .

PARTNERS FOR SUCCESS Irrespective of the layer of technology retailers use , distributors require a single solution that enables them to deliver consistent messaging around products ,

pricing , loyalty and strategy , from a single engagement . This is key to generating a return and growing a successful and prosperous customer base , from large retailers to the main market . They also need a solution that breaks down data siloes and provides access to all of the data and intelligence that is coming out of the distribution chain .

Partnering with the right technology provider is essential in bringing together these various data sets , centralising them and enabling a single pool of data as well as a consistent messaging strategy irrespective of the technology layer . The right partner will also ensure that the value of voice communication is not underestimated as omnichannel communication is not just about apps , data and enterprise-grade solutions . In the South African market , a phone call is a massively powerful communication tool , and it is also an extremely cost effective one .

The key is to make it easy for retailers to engage in conversation through the medium they want to , when they need to , and that is preferred by their market . This is the foundation of creating frictionless engagement , which in turn is essential in ensuring that retailers are buying distributors ’ products .

Furthermore , this ensures customers are being put first at every stage of the supply chain and their needs and changing demands are constantly being catered for . An omnichannel strategy should focus not necessarily on technology , but on making it easier to engage with customers , ultimately making it easier to trade . This will create a new focus that will ultimately drive sales up . CLA