The 2020 Mid-Year Economic Update_long

Meeting the Mobile Demand

The way we do business isn't changing; it's already changed.

You have a website, and you're even taking orders online. But is that enough in today's digital age to meet the changing demands of your customer base? Not if your online strategy doesn't include a digital strategy, says Philippa Gamse, a professor at Hult International Business School.

Gamse spoke at the PTDA Industry Summit in Orlando last month.

Mobile usage has overtaken desktop usage for website access, Gamse says, which means your customers are now looking for information on their smartphones and tablets. If they can't navigate your site and find the critical information, they won't buy from you.

Having a mobile-friendly site – whether a separate mobile site or simply one that adapts for mobile specification – also makes your company more findable, regardless of the platform customers are using to find you.

"If your website doesn't work on mobile, Google won't show it in the results anymore," Gamse says. And if customers can't find you, they can't buy from you.

But having a mobile strategy does not mean you have to create an application. "Don't just try to be like the cool kids," Gamse says.

There are already several apps competing for time and space on most people's smartphones, but how many of them are actually used on a regular basis? For most people, the answer is two or three, and they are not the apps created by manufacturers or distributors. Most of the time, a mobile-responsive site will be enough to engage with your customers how they want to engage.

The way customers interact with businesses isn't changing; it has changed, Gamse says. To stay relevant, distributors must have a mobile strategy.

About the Author
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

By subscribing, you are agreeing to MDM’s Privacy Policy.


articles left

This is your last free article

Subscribe to MDM Premium today and get:

  • Unlimited access to
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events


articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events



You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.