Issue link: https://www.e-digitaleditions.com/i/919877
38 FEDA News & Views Figuring out how to compete in the digital space isn't unique to the foodser vice equipment distribution business. E-commerce has been both a blessing and a curse to traditional business models, and navigating through new technologies is something all companies must face. Looking at how other industries approach these issues is a good way to find out what's working and what might be beneficial to your own business. That's the purpose of News & Views' new department Out of the Box. Meet Tom Roberts and Lauren Roberts of cfm Distributors, Inc., an employee-owned, full-service HVACR distributor based out of Kansas City, Mo. They tackled the digital space with vigor by creating a digital strategy that included new ways to communicate with both their customers and technicians, as well as digitizing many of the product manuals previously distributed in print. Their story is a great example of how to succeed in the ever-changing world of digital technology. One of cfm's biggest wins in the digital space was to create a mobile strategy, an effort that was spearheaded by Executive Vice President Lauren Roberts. "In 2011, we were interested in finding a way to communicate directly with technicians and not just the owners of our contractor customer companies," she says. "We also wanted to replace some field reference and troubleshooting tools that we previously distributed in print." First on the list was the need to grant their dealer's technicians easy access to instructions for wiring diagrams, installation and other information previously only available via desktops or computer manuals. Also of great importance: Keeping technicians in-the- know about product updates and specials, since they are in control of many of the purchasing decisions for replacement parts and supplies. Direct mail, flyers, and print media only reached office- based purchasers; reaching technicians in the field was only an option through a mobile solution such as a handheld computer or phone. So, Roberts reached out to a local tech company to assist in devising and executing a mobile plan that worked for cfm. "Moblico was a new mobile technology startup in Kansas City that had opened the year before," says Roberts. "We met with the founder of Moblico, who we knew, and discussed our mobile needs. Together we developed our mobile strateg y, which included creating a mobile app with the reference and troubleshooting tools we wanted to share and sending text messages and emails directly to all app users, including the technician audience we were targeting." As a result, the high-touch campaign led to a 400 percent increase in heating and cooling product sales, compared to offers that weren't present through mobile channels. It was a huge success— and not just financially, says Roberts, alluding to a recent nod from the Kansas City Data Marketing Association. Just this past summer, the group awarded Out of the Box Developing a Solid Mobile Strategy Has Helped HVACR Distributor cfm Improve Its Sales & Engage Its Base FOUNDED IN 1969, cfm DISTRIBUTORS, INC., IS A FULL-SERVICE HVACR DISTRIBUTOR WITH FIVE LOCATIONS AND IS HEADQUARTERED IN KANSAS CITY, MO. IT IS 100 PERCENT EMPLOYEE-OWNED AND ATTRIBUTES ITS LONGEVITY TO A COMMITMENT TO DELIVERING SUCCESS TO ITS CUSTOMERS, EMPLOYEES AND SUPPLIERS "WITH WARMTH, INTEGRITY AND SPIRIT." By Matt Lo Cascio, Contributing Writer Also, More from HARDI's President, Tom Roberts, on How Others in His Industry are Responding to Disruptors