The 2022 AD eCommerce & Marketing Summit brought together digital and marketing leaders from AD owner/members, supplier partners and eCommerce partners from December 5-7. Over 470 attendees gathered in San Diego for a week of panel discussions, roundtables, networking, and collaboration opportunities.

“This week showed the incredible, forward-thinking spirit of AD’s eCommerce and marketing community,” said Caroline Ernst, vice president, eCommerce Solutions. “Our sixth annual Summit was our largest yet, and this was the first AD Summit experience for over half of attendees. As the AD digital community grows, the eCommerce & Marketing Summit provides greater value for our members and suppliers.”

The meeting theme, “What’s Next,” provided the foundation for the Summit’s programming, educating digital and marketing leaders about emerging technologies, evolving business models and inspiring these leaders to anticipate the future of their companies.

Marketing joins the Summit

This year marked the first eCommerce Summit to include marketing leaders from the AD community. Marty McLaughlin, chief marketing officer for AD, welcomed marketing attendees and described why it made sense for eCommerce and marketing to link up at the Summit.

“Marketing and eCommerce leaders will have a great impact on the direction and success of independent distribution,” said McLaughlin. “Digital touchpoints for customers will continue to grow and adapt over time, and collaboration between eCommerce and marketing teams helps orchestrate a consistent customer experience across all in-branch and online touchpoints. When we come together, expand our networks, and make efforts to learn, we can better anticipate what’s next as a strong and connected independent community.”

The Summit offered content tracks for attendees to choose from a selection of panel discussions and roundtables based on their eCommerce and marketing interests and areas of expertise. The four tracks were:

• Digital Leaders
• Emerging Technologies
• Product Content
• Marketing Leaders

Digital leaders collaborate and network

Two keynote speakers shared their industry insights and expertise with Summit attendees. Joe Cicman, senior analyst from Forrester, spoke about how digital leaders can reorient their strategy development and digitize their operations through partnerships to bring more value to customers. Dirk Beveridge, founder of UnleashWD, presented about the noble calling of industrial distribution and how digital and marketing leaders can rethink their value propositions to transform their businesses.

Additionally, members and eCommerce service providers participated in structured booth sessions to collaborate on potential partnership opportunities and discuss new innovations to support member business. eCommerce and Marketing network members also participated in organized network sessions to discuss digital trends, best practices, and common challenges. 

Members and suppliers recognized for digital excellence

The 2022 eCommerce & Marketing Summit included a best-in-class awards show celebrating AD owner/members and suppliers who achieved eCommerce and marketing success, collaborated with AD to improve their customer experience, and introduced innovation to their companies.

The following companies were presented with awards:

• Digital Mindset Award – Van Meter
• Most Improved Digital Supplier – Dormer Pramet
• eContent Digital Experience Award – Standard Electric Supply Co.
• Digital Supplier of the Year – DiversiTech
• Digital Innovator of the Year – APR Supply Co.

The Summit wrapped up with AD leaders laying out bold, focused priorities for the year ahead. 

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