Everything to Everyone
An $8 billion integrated global healthcare enterprise was ailing from multiple problems. The company's complex supply chain, multiple business units and intricate marketing programs presented its management team with visibility, coordination, economies of scale and execution challenges. Dayton, Ohio-based WorkflowOne had the cure.
The distributorship immediately began to cull best practices from its rich history with major verticals. Deep marketing, supply chain and sourcing experience combined with supporting tools enabled WorkflowOne to develop a comprehensive program around promotional products. Key components of this program included:
• An online store for the company's employees to shop and brainstorm ideas for future events and programs.
• A promotional merchandising team to develop creative solutions that met end-user needs.
• A sourcing service consisting of vendor management and organization compliance controls.
• A system to maintain the company's brand standards and manage end-user requests.
Having a goal-oriented implementation process has served the global healthcare provider in many ways. The company has improved brand compliance and control, led to reliable delivery and reduced inventory obsolescence, increased customer satisfaction through enhanced merchandise selection and more.
Distributors have the luxury of being flexible—their success isn't measured by a single technology or product line. But the decision to identify and penetrate a vertical market (e.g., medical, retail, insurance, automotive, insurance, government, financial, hospitality, etc.) isn't easy. Some may call it a gamble that requires careful consideration and lucky timing. This lends itself to the question: Is it better to be a general full-service provider or a full-service provider to a single niche? The answer isn't quite simple.
Jeff Grippando, vice president of branded merchandise strategic business unit, WorkflowOne, encouraged undecided companies to conduct research, seek education and consult with someone who has worked in or at least sold to the vertical market of interest. According to Grippando, the sales process, purchasing dynamics, products and services can be varied and unique for a particular vertical market—something to think about, even more so with branded merchandise.