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~ Zamro ~

market shares less than 1%. Kerssens explains that the above- challenge is the technical complexity. “How can we transmit
mentioned are all signs that this market is ready for digital the technical knowledge in a scalable way? If we want to grow
disruption. He adds that the trends in B2C retail, where as much as we plan, we cannot explain everything on the
customers are increasingly purchasing online, start to reflect phone. We need to work on tools and content that can guide
on the B2B world. People are getting used to a high level these customers in the selection of the right product for the
of convenience and are ready to also experience that when right application. As the applications can be rather complex,
buying for their company. Zamro aims to become a ‘one-stop- B2B customers are much more critical than B2C clients.” A
shop’ for entrepreneurs and assist their buyers with technical third challenge Kerssens names is loyalty: many B2B clients
guidance tools. They aim to break down all barriers and make are long-term customers at a certain supplier and it may be
buying technical supplies easier. Existing businesses react difficult to convince them to switch to an online shop. In
scared: “We already feel the disruption effect. Other players order to win over customers, Zamro has launched various
in the market are asking: Who are you? Why are you making online and offline advertising efforts. “We researched the
the prices transparent? Which is exactly what we wanted,” customer expectations of our target group, amongst others, by
affirms Kerssens. completing over 50 in depth interviews. Price is not the main
driver for our type of customer. However, at the moment, we
At the moment, Zamro taps into the international stock and use special promotions in order to build our customer base.”
distribution system of mother-company ERIKS, but aims to
expand the assortment with more specialised supplies in the B2B versus B2C
long run to focus better on their target group. In addition, in B2C customers are a ‘by-catch’ for Zamro. They focus on B2B
order to become a one-stop-shop, items such as toilet paper clients, showing VAT-exclusive prices and offering many
and office chairs need to be added to the offer in the future. brands that are specifically meant for professional clients. “Al-
though at the moment 20-25% of our sales go to consumers,
Scalable knowledge transfer they are not our primary target group”, however, much of the
One of the major challenges in this sector is the target group customer behaviour and expectations are quite similar, finds
itself. Many of the small businesses are not yet very ‘online- Paul Kerssens. The person who places the orders is not neces-
minded’ when it comes to their B2B purchases. A second sarily the one who actually works with the products in the

Delivering on your promises since 1862

Once a transport supplier in the textile industry, we have evolved into a world class partner of choice by continuously developing
supply chain innovations for world-leading fashion and lifestyle brands. The dynamic environment of our customers and their focus
on e-commerce activities require very agile, flexible and fast solutions. We enable them to fulfil their customers’ needs by providing
omni-channel fulfilment services. Whatever the market, whatever the channel and whatever the services, we deliver.

Exceeding customer expectation is one of Zamro’s core goals.
Multi-Modal Transportation Warehousing Customs Omni-channel Distribution
Management & VAS Solutions Management

www.bleckmann.com

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