Alex Tomey, senior vice president and chief merchandising officer for industrial and commercial products distributor Global Industrial Co., is applying his 20 years of merchandising expertise to help Global Industrial improve margin performance, accelerate new category expansion, and strengthen core and private brand product growth.
Prior to joining Global Industrial in 2021, Tomey applied his merchandising expertise at such companies as Petco, DICK’S Sporting Goods, Kohl’s, and Walmart.
DC360: What is driving B2B companies like Global Industrial Co. to expand online?
Tomey: B2B customers expect a similar experience purchasing products online as they have in their personal life; everyone is challenged for time and the convenience of researching and buying products online greatly improves efficiencies. We continue to focus on improving the customer experience by elevating our content, functionality, and integration with our managed sales organization.
DC360: What are your biggest internal or and external barriers?
Tomey: The pandemic, the supply chain crisis and inflation has created a lot of disruption in the market place the last three years. It also inspired a lot of transformation and innovation. At Global Industrial, we re-branded our company, launched a new website, and re-vamped our ‘Go to Market’ strategy, focusing on elevating the customer experience.
DC360: What are the chief gains you’re realizing?
Tomey: We have doubled down on our customer focus; fully integrating our product and marketing strategies, operational efficiencies, and customer service. We are confident this will position us to drive customer acquisition and growth over the long term.
DC360: What is the most valuable piece of advice you have on how to launch online B2B sales or increase them?
Tomey: Develop seamless customer touch points to drive efficiency and improve the overall experience.
Alex Tomey, senior vice president and chief merchandising officer of distributor Global Industrial Co., will speak during the session, “Make Sustainability A Differentiator for Your Company,” at the EnvisionB2B Conference & Exhibition in June in Chicago.
Peter Lucas is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy.
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