{"id":2454,"date":"2025-03-19T18:22:45","date_gmt":"2025-03-19T17:22:45","guid":{"rendered":"https:\/\/www.horrea.fr\/comment-tork-mise-sur-lomnicanalite-pour-accelerer-sa-croissance\/"},"modified":"2025-07-29T15:41:13","modified_gmt":"2025-07-29T14:41:13","slug":"how-tork-leverages-omnichannel-strategy","status":"publish","type":"post","link":"https:\/\/www.horrea.fr\/en\/resources\/how-tork-leverages-omnichannel-strategy\/","title":{"rendered":"How Tork is leveraging an omnichannel strategy to accelerate its growth?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<div id=\"paragraph-block_3d793f912f0caf075cd1b713f10df681\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Tailored omnichannel strategy for a demanding B2B model                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p class=\"p1\">\u201c90% of purchases are influenced by digital. Even if the final transaction happens offline, it will have been shaped upstream by a digital interaction.\u201d<\/p>\n<p class=\"p1\">St\u00e9phane Crucifix reminds us just how decisive digital is in the professional buying journey.<\/p>\n<p>At Tork, omnichannel is not just a concept \u2014 it\u2019s a strategic pillar, reflected in stronger digital support for distributors.<\/p>\n<blockquote><p>\n\u201cOur role is to help our distribution partners perform better online and grow their digital revenue,\u201d St\u00e9phane explains.<\/p><\/blockquote>\n<p>This involves not only providing the right tools, but also continuously upskilling their teams.<\/p>\n<p>To achieve this, Tork relies on several key levers:<\/p>\n<ul>\n<li>A structured distribution network, including major players in office supplies (Lyreco, Fiducial, Raja, Bruno), hygiene (BLG), and foodservice (Transgourmet, Pomona, Pro \u00e0 Pro).<\/li>\n<li>Click 2 Buy, a solution that directs customers to the most suitable distributor for their needs.<\/li>\n<li>Tailored digital support, adapted to the varying levels of digital maturity among partners.<\/li>\n<\/ul>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Agora avec Stephane Crucifix de Tork : Tirer parti du digital en tant que marque B2B\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_sMwKrrngzg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"paragraph-block_a5941c0a39ec227d545a50794b554a1a\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Digitalization and customer knowledge: a key challenge<br \/>\r\n                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>While Tork doesn\u2019t sell directly to end customers, the brand knows that digital is where purchase decisions are made.<\/p>\n<blockquote><p>\u201cProfessionals search for solutions online long before they ever contact a distributor,\u201d explains St\u00e9phane.<\/p><\/blockquote>\n<p>That means the real challenge lies upstream in the conversion funnel: visibility, accessibility, and information quality have become non-negotiable.<\/p>\n<p>This is why the company works closely with its partners to improve targeting and marketing activation \u2014 leveraging data to better understand and anticipate end-customer needs.<br \/>\nThat involves deeper insights into user journeys, analyzing search intent, and adapting messages to fit specific profiles and buying contexts.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div id=\"paragraph-block_e3521d1bf9c1c52b6dd0600fcacc613b\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Innovating to optimize the brand-distributor relationship                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p class=\"p1\">The evolution of e-commerce platforms is reshaping expectations around the buying experience.<\/p>\n<p class=\"p1\">Standards set by players like Amazon \u2014 such as self-service and instant access \u2014 are changing the relationship between brands and distributors.<\/p>\n<blockquote>\n<p class=\"p1\">\u201cWe constantly have to adapt to these new expectations,\u201d St\u00e9phane emphasizes.<\/p>\n<\/blockquote>\n<p class=\"p1\">That\u2019s why Tork uses tools like Salsify to optimize product content quality and enhance the customer experience across various e-commerce platforms.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div id=\"paragraph-block_55ce699fef275d4edadf0580361db58d\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Services and sustainable commitment: a differentiating approach                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>Tork\u2019s offer goes beyond simply selling products. The brand focuses on high-value-added services and a strong commitment to sustainability:<\/p>\n<ul>\n<li>Tork Paper Circle, an innovative recycling program.<\/li>\n<li>Solutions based on visitor flow analysis, optimizing product usage and reducing waste.<\/li>\n<li>An eco-design strategy, aimed at reducing the environmental impact of packaging and products.<\/li>\n<\/ul>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div id=\"paragraph-block_1b6126cfa817d001507d12b6f6c328ba\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>Omnichannel is a real growth driver for Tork, enabling the brand to seamlessly connect digital and distribution.<br \/>\nBy leveraging a hybrid strategy and innovative tools, Tork optimizes the customer experience while strengthening its relationships with distributors.<\/p>\n<p>Listen to the full Agora episode with St\u00e9phane on<\/p>\n<p><a href=\"https:\/\/youtu.be\/_sMwKrrngzg\" target=\"_blank\" rel=\"noopener\">YouTube<\/a><br \/>\n<a href=\"https:\/\/podcasts.apple.com\/fr\/podcast\/agora-02-avec-stephane-crucifix-de-tork\/id1803157164?i=1000699966020\" target=\"_blank\" rel=\"noopener\">Apple Podcast<\/a><br \/>\n<a href=\"https:\/\/open.spotify.com\/episode\/1Y7dOw2cutD8Y52i7TqdmH?si=5527769f7eb2457d\" target=\"_blank\" rel=\"noopener\">Spotify<\/a><\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><\/figure>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":2452,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112,1],"tags":[114,115,116,117,118],"class_list":["post-2454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agora-en","category-non-classifiee","tag-croissance-en","tag-digital-en","tag-e-commerce-en","tag-omnicanalite-en","tag-tork-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2454","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/comments?post=2454"}],"version-history":[{"count":14,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2454\/revisions"}],"predecessor-version":[{"id":3546,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2454\/revisions\/3546"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media\/2452"}],"wp:attachment":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media?parent=2454"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/categories?post=2454"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/tags?post=2454"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}