The construction materials trade is also affected by this trend: 60% of the decision-makers in the study conducted by DL Négoce this year believe that digital transformation contributes to customer loyalty and sees its professions evolve according to the National Joint Commission for the Employment and Vocational Training.[2]
The customer journey has undergone an unparalleled transformation in recent years, regardless of the sector of commercial activity. The customer is increasingly informed, increasingly demanding and ultra-connected. Consequently, from sales to logistics, via communication or marketing, business adaptation has become essential to meet current challenges.
An evolution of professions in the face of new uses
Omnichannel occupies a prominent place today, leading to the following observation: the sales force and commerce professions are the first to be influenced by digitalization. According to the study, they are among those most affected (80%). Indeed, sales advisors and sales representatives need access to all types of information to be effective and offer an individualized customer experience. Whether it is a question of social networks and more broadly of the Internet to enhance the offer of trading services or to follow the actions of the competition; tools to access different information to, for example, draw up quotes in real time, the teams are seeing their functions evolve and require ever greater agility. The same is true for supply chain businesses. 70% of the decision-makers questioned during the study affirm that the logistics and depot professions are not spared by the digital transformation (order picker, delivery person and storekeeper, etc.). E-commerce, click and collect… More and more customers, VSEs and SMEs alike, are buying on the Internet. Among the craftsmen, 27% declared last year to buy large equipment there, while they were 88% to obtain various supplies.[3] Also, 84% of the traders questioned as part of the study have invested in the supply chain to have a finer management of stocks (availability in the right place and at the right time) using a digital ecosystem facilitating the circulation and use of information, even a certain automation of platforms within the material parks.[4]
Paradigm shift, new HR challenges
If the initiatives have been numerous and varied in terms of digitalization (the dematerialization of invoices comes first with 48%, followed by the online sale of products with 38% and the posting of information on the availability of stocks with 37%) , this acceleration of digitization in trade must however be qualified. The sector is indeed facing various difficulties. 41% of survey respondents say they lag behind their competitors. Several obstacles have been identified: first of all the lack of internal resources, a key difficulty encountered by 43% of materials traders. Currently, recruiting and retaining is becoming increasingly difficult due to a talent shortage linked to a labor market disrupted by the COVID crisis, with a higher than usual number of jobs for certain professions. "Strong competition creates a 'complicated' recruitment climate for 78% of survey respondents"[5], while they have to invest in new communication/digital marketing professions that have hitherto been non-existent in the world of trading and strengthen certain services to support this general change (HR, accounting, etc.). At the same time, we observe a desire on the part of managers to support staff in their skills development so that they can gain autonomy and respond to the challenges of the progressive automation of tasks.
Despite everything, digital technology remains a development lever for the trading sector, whose turnover is increasing sharply. Perceived as an ally promoting the improvement of the customer experience and consequently business performance, it contributes to increasing the level of qualification of employees and the diversification of professions. The real difficulty lies in having internal resources sufficiently comfortable with digital tools to manage projects, but also in winning new talent capable of supporting the organization in its digital transformation.
Tribune by Pascal Andries, Managing Director of DL Négoce (LinkedIn).
[1] Source: How to take advantage of digital transformation to change the company's value chain?
[2] Source: https://www.dlnegoce.fr/digitalisation-quelle-influence-sur-les-metiers-dans-le-negoce-de-materiaux/
[3] Source: E-commerce: supplies for artisans | Batia Advisor
[4] Source: https://www.dlnegoce.fr/etat-des-lieux-perspectives-investissements-quelle-meteo-chez-les-negociants-de-materiaux/
[5] Ibid.