Velinda Cox, senior vice president of ecommerce, Konica Minolta

Transitioning a traditional B2B company toward digital commerce supported by a digital technology ecosystem is no easy task — especially for a global organization. But that’s what 150-year-old, worldwide Konica Minolta is doing, and its senior vice president of ecommerce, Velinda Cox, will talk about her company’s transition during a June 22 keynote address at EnvisionB2B 2023 in Chicago.

Konica Minolta is taking a “crawl, walk, run” approach to building out its ecommerce technology and developing a better customer experience.

“First, learning through interviews and surveys how channel partners and customers want to interact with the company,” Cox says. “Then building it out to suit their requirements with a most-viable-product start approach.”

“Our aspiration is to deliver what the market demands. And in doing so, we’re going to augment the sales we have today by reaching a market originating on the web that our direct physical sales organizations and dealers are not touching today.”

Winning company-wide support for digital

“There are a lot of extensions in the way customers want to do business with us, and we’re going to deliver that,” she adds.

Cox elicited early on the input and support of some 200 Konica Minolta executives from throughout the company’s global operations who could attest to the worldwide market opportunities digital commerce offers. She has also involved professionals from the company’s marketing and I.T. departments along with her dedicated ecommerce team — both to get their expertise and their support for digital commerce.

“The biggest challenge in standing up ecommerce in a traditional organization is getting the mindshare and helping people understand that this is a value for the future,” Cox says.

An executive with Konica Minolta since 1995, Cox has also led such operations as global business services, strategic business planning, and marketing and sales.

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