Speaker Spotlight: Carrie Lathrop of Essity on B2B ecommerce trends
Q&A: Carrie Lathrop, director, ecommerce capabilities, Essity, discusses how the hygiene and health brand manufacturer connects with customers and distributors through its digital commerce strategy.
Carrie Lathrop , a veteran of both B2B and B2C ecommerce, is the director of ecommerce capabilities at Essity, a brand manufacturer of hygiene and health products. At the EnvisionB2B Conference & Exhibition in Chicago next month, she will speak on a panel covering how manufacturers and distributors collaborate online.
In this Q&A article, she shares her views on critical trends in B2B commerce. DC360: What is driving B2B companies like Essity to expand online?
Lathrop: Our customers – we need to meet our customers where they are, when they want, and how they want. It’s all about evolving to meet their needs and make it easier than ever to engage with us, both online and offline. DC360: What are your biggest internal or and external barriers?
Lathrop: Breaking down silos and traditional ways of working in both. Internally and externally, you need to be open to change and being flexible – there also has to be some level of ‘smart risk-taking’ because you might not have all the answers, but by the time you feel 100% comfortable, you’re behind. DC360: What are the chief gains you’re realizing?
Lathrop: Of course, gaining sales and efficiencies. We are doing that by strengthening our distributor partnerships with ecommerce expertise and leaning into an omnichannel approach to drive our mutual business. We do this by delivering personalized, consistent, and effortless experiences that are holistically coordinated across touch points, ultimately providing the end customer with a seamless and integrated path-to-purchase journey throughout all offline AND online touchpoints. DC360: What is the most valuable piece of advice you have on how to launch online B2B sales or increase them?
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