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On the outside LOOKING IN
There’s serious intent to delve deeper into the business supplies industry from a broad variety of resellers sitting somewhat on the periphery. They’ve been revealing some interesting strategies to OPI’s Michelle Sturman too...
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he changing world of work has reinvigorated and ramped up interest in our industry from outsiders, including online marketplaces. It has also shone a spotlight on resellers that play by their own rules. OPI spoke to several of these operators to find out what makes them tick, the strategies for success and their thoughts on our sector. Accelerated by lockdowns and the onset of remote, home and hybrid working, e-commerce has become an indispensable portal for end-users. It has modified behaviour, resulting in unique purchasing patterns, with people buying different products from different channels at different times.
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THE COMPLETE PACKAGE One company at the forefront of the digital evolution since 2000 is European B2B e-procurement platform Mercateo. Well-known in the office supplies world, it has undergone a recent rebranding, with Mercateo slowly transitioning to its new name Unite. Meanwhile, Unite – launched in 2017 and operating under the same broad umbrella – also comprises a B2B networking solution that directly connects suppliers with buyers. Unite’s Head of International Supplier Management Steffen Hammerla believes the
two operational sides cover all bases – from spot buying, volume purchasing and framework agreements using Mercateo, to creating robust relationships and the ability to negotiate on pricing and services on the Unite networking platform. “We support an entire infrastructure to handle all buying and selling options digitally and this is becoming increasingly crucial in today’s business world,” he adds. Hammerla points out that while online marketplaces are used by customers in place of traditional resellers for tail spend, some categories still necessitate personal relationships. For this reason, Unite is focusing on strengthening its networking platform. “Our goal is to make the network more productive in fostering active relationships. We measure connections, not revenue. The greater the connections, the stronger and increasingly relevant the network becomes. Unite comes full circle as companies involved on the networking platform use Mercateo for spot buying and vice versa,” he explains. Hammerla believes it is no longer enough to simply deliver products from A to B – it’s about differentiation, additional customer benefits and product services. With sustainability, new office concepts and home offices playing an increasingly important role in our sector, ‘traditional’ suppliers
