Industrial manufacturers have always provided multiple sales channels for their customers, whether they be direct sales or sales via distributors, retailers and system integrators. This has required careful management to ensure that customers receive the same value and service no matter what sales channel is used.
However, two factors have increased the complexity of managing multiple sales channels. The first is the increasing demand for customization from industrial customers and the second is the increased use of digital sales channels. For example, self-service product configuration portals are designed specifically to enable customers to configure products online.
Ensuring a consistent customer experience (CX) across traditional and digital sales channels is therefore a challenge and is what distinguishes omni-channel sales from multi-channel sales. With multi-channel sales, separate, monolithic systems are used to support the sales process. With omni-channel sales, the emphasis is on ensuring consistency across channels. Using a composable product configurator – one that is both powerful and easy to implement – provides manufacturers with the ability to choose best-of-breed solutions that best fit their business objectives.