Issue link: https://www.e-digitaleditions.com/i/919877
November/December 2017 39 the distributor its AMBIT Award, an honor that recognizes creative direct marketing campaigns that deliver impressive ROIs. Coupled with a desire to engage technicians, the other part of cfm's digital strategy involved strengthening its e-commerce platform to thwart potential disruptors. "With larger distributors investing millions in technology, giving customers the option to purchase product online was a must," says Roberts. In doing so, however, "we decided not to mimic Amazon," she says. Instead, cfm is doing what distributors do best—incorporating its proprietary distribution knowledge and tools across its digital platforms to fulfill new customer demand and increase efficiency. "There are many avenues to consider when formulating a digital strategy; mobile is just one," says cfm President and CEO Tom Roberts. "Mobile is a piece of communications, marketing, tech support and sales. It's just a tool that fits many strategies." Roberts is not only the head of cfm, in 2016 he became the president of the Heating, Air-conditioning and Refrigeration Distributors International association (HARDI), a not-for- profit trade organization dedicated to advancing wholesale distribution in the HVACR industry. After taking over the presidency, he noticed a common theme among the distributors in the association when it came to dealing with disruptors and moving forward in the digital space. "Initially distributors were threatened," he says. "Many either seemed paralyzed with fear or motivated to do something, even if it was wrong. Eventually, they realized that the appropriate response to digital marketplace transformation is more likely an evolution of their own individual value proposition rather than a revolutionary change to sell anything to everyone on the Internet. This has brought about more thoughtful, rational and profitable responses." Tiger Woods didn't dominate the PGA Tour for over a decade by simply crushing drives. He had to have precision iron play and an excellent short game to compliment his prodigious power. Likewise, Roberts reports that distributors in the HVACR industry have dealt with these issues with a multipronged effort. " What is emerging is not just an appropriately sophisticated e-commerce solution, but also a suite of digital information and communication tools to mesh with the myriad of different technology preferences of the customer population." Taking an omnichannel approach has been key for cfm and other distributors. So, what lies ahead? "Watch for emerging age segment preferences," advises Roberts. "Many of today's technologies are driven by the tech preferences of Generation Y and Millennials. It is probable that the tech tools that five- to 15-year-olds are using today will emerge into the media, hardware, and communication suites over the next 20 years. We have come to expect immediacy of answers, expertise and solutions. There is no sign that this will abate." â–