ONEMAGNIFY
“ Leaning in on a one-to-one basis and connecting with people where they are is where you can make a big difference ”
STEVE FARR CHIEF DIGITAL OFFICER , ONEMAGNIFY strategically respond to the way it ’ s reshaping customer demand .
Through helping OneMagnify ’ s customers , Steve has witnessed this change firsthand . “ Right around 2020 at the start of the pandemic , we ’ d already been working on a project with a major chemical industrial firm on the East Coast to help them adapt to new buyers ,” he explains . “ What they were seeing is that their traditional buyers , who would ’ ve been a design engineer at a manufacturing company , fifty plus years old , generally buying through direct selling relationships or at trade shows was starting to change .”
The pandemic , with its remote working mandates and social distancing requirements , rapidly accelerated people ’ s adoption of and reliance on digital platforms . What Steve observed with the chemical industrial firm was a marked difference in the decisionmaking process of younger engineers and an opportunity to connect with an emerging consumer base .
“ The design engineers coming out of school use Google as a very frequent tool . If they ’ re looking for a chemical ingredient or compound , they don ’ t have that same loyalty that the older buyers had ,” he explained . “ So they were really looking to connect with those new design engineers , working with them on a whole digital transformation process to understand where their shoppers were , the whole buying decision experience and journey to then transform their website presence as well as all of their digital media .”
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