L'Agora in Brief
- How does Tork integrate omnichannel strategies into its distribution model?
- What are the key challenges in ensuring a smooth customer journey between digital and physical channels?
- What role can a B2B brand like Tork play in supporting its distributors’ digital performance?
With Tork
Tailored omnichannel strategy for a demanding B2B model
“90% of purchases are influenced by digital. Even if the final transaction happens offline, it will have been shaped upstream by a digital interaction.”
Stéphane Crucifix reminds us just how decisive digital is in the professional buying journey.
At Tork, omnichannel is not just a concept — it’s a strategic pillar, reflected in stronger digital support for distributors.
“Our role is to help our distribution partners perform better online and grow their digital revenue,” Stéphane explains.
This involves not only providing the right tools, but also continuously upskilling their teams.
To achieve this, Tork relies on several key levers:
- A structured distribution network, including major players in office supplies (Lyreco, Fiducial, Raja, Bruno), hygiene (BLG), and foodservice (Transgourmet, Pomona, Pro à Pro).
- Click 2 Buy, a solution that directs customers to the most suitable distributor for their needs.
- Tailored digital support, adapted to the varying levels of digital maturity among partners.
Digitalization and customer knowledge: a key challenge
While Tork doesn’t sell directly to end customers, the brand knows that digital is where purchase decisions are made.
“Professionals search for solutions online long before they ever contact a distributor,” explains Stéphane.
That means the real challenge lies upstream in the conversion funnel: visibility, accessibility, and information quality have become non-negotiable.
This is why the company works closely with its partners to improve targeting and marketing activation — leveraging data to better understand and anticipate end-customer needs.
That involves deeper insights into user journeys, analyzing search intent, and adapting messages to fit specific profiles and buying contexts.
Innovating to optimize the brand-distributor relationship
The evolution of e-commerce platforms is reshaping expectations around the buying experience.
Standards set by players like Amazon — such as self-service and instant access — are changing the relationship between brands and distributors.
“We constantly have to adapt to these new expectations,” Stéphane emphasizes.
That’s why Tork uses tools like Salsify to optimize product content quality and enhance the customer experience across various e-commerce platforms.
Services and sustainable commitment: a differentiating approach
Tork’s offer goes beyond simply selling products. The brand focuses on high-value-added services and a strong commitment to sustainability:
- Tork Paper Circle, an innovative recycling program.
- Solutions based on visitor flow analysis, optimizing product usage and reducing waste.
- An eco-design strategy, aimed at reducing the environmental impact of packaging and products.
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
