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“90% of purchases are influenced by digital. Even if the final transaction happens offline, it has been shaped by an online interaction beforehand.” Stéphane Crucifix highlights how digital is now a decisive factor in professional purchasing behavior.
At Tork, omnichannel is not just a concept; it’s a strategic pillar that translates into enhanced digital support for distributors. “Our role is to help our distributor partners succeed online and grow their digital revenue,” explains Stéphane.
To achieve this, Tork relies on several key approaches:
Although Tork does not sell directly to end customers, the brand understands that digital is where purchasing decisions are made.
“Professionals search for solutions online before even contacting their distributor,” explains Stéphane.
This is why Tork collaborates closely with its partners to improve targeting and marketing activation, leveraging data to better understand and anticipate the needs of end customers.
The evolution of e-commerce platforms is reshaping expectations in terms of customer experience and purchasing behavior.
Standards set by Amazon—such as self-service and immediacy—are transforming the way brands and distributors interact.
“We must continuously adapt to these new expectations,” says Stéphane. That’s why Tork uses tools like Salsify, which help optimize product content quality and enhance the customer experience across various e-commerce platforms.
Tork’s offer goes beyond simply selling products. The brand focuses on high-value-added services and a strong commitment to sustainability:
Omnichannel is a real growth driver for Tork, enabling the brand to seamlessly connect digital and distribution.
By leveraging a hybrid strategy and innovative tools, Tork optimizes the customer experience while strengthening its relationships with distributors.
Listen to the full Agora episode with Stéphane on
