Broadliner Tech Data has introduced sponsored product search and targeted banner advertising to its online sales platform InTouch, in partnership with Citrus, a world-leading digital advertising system provider. The enhancements to InTouch will allow Tech Data to provide a more personalised user experience for customers across its European footprint and improved visibility of return on investment for vendors’ digital marketing activities, enabled by Citrus’s advanced data analytics and machine learning capability. Resellers using InTouch will benefit from personalised search results, product suggestions and banner ads based on their buying behaviour and search history. Meanwhile vendors will be able to target advertising to specific customer groups, connecting resellers with new propositions at the moment they are searching for products and making purchasing decisions. Vendors will manage their own sponsored search advertising with a fully automated, cloud-based, self-service process that will enable greater transparency and agility.
Andy Gass, senior vice president Digital and UK & Ireland at Tech Data, said: “with these updates to InTouch, we are making a best-in-class e-commerce platform even better for partners and vendors alike. Supported by Citrus’s cutting-edge digital advertising system, we can more effectively connect resellers to margin-making opportunities and new value propositions, making it easier for them to make the right purchasing decisions in less time. For our vendors, we can now provide more granular analytics and richer insight on user behaviour, helping them to choose digital marketing activities that deliver clear return on investment. All this ultimately means that Tech Data is better positioned to accelerate the growth and transformation of our channel partners’ businesses, which is fundamental to our role as a trusted advisor for the IT channel.” Brad Moran, CEO at Citrus, said the company is looking forward to its integration into Tech Data’s InTouch e-commerce platform: “we are proud that an industry leader like Tech Data is launching our technology across Europe. We look forward to our platform not only enhancing and personalising Tech Data customers’ online shopping experiences but also delivering to their vendors a very targeted and measurable digital advertising system.” The InTouch digital advertising enhancements are now live in Belgium, France, Germany and the United Kingdom and will be rolled out across Europe in the coming quarter. InTouch is Tech Data’s web-based sales platform in Europe, enabling partners to access thousands of products, solutions and services from the distributor’s end-to-end portfolio. The site is visited by an average of 60,000 partner users per day, and each year, it handles more than five million purchases*. InTouch is part of a suite of specialist Tech Data tools and programs for driving digital sales, including StreamOne, Digital On-Demand and Software Store. “Since its launch nearly 20 years ago, InTouch has established itself as Tech Data’s core strategic e-commerce platform for connecting our vendors’ solutions with Tech Data partners across the region. Now, in partnership with Citrus, we are moving to better leverage the phenomenal volume of data that these interactions produce, continuing InTouch’s evolution as the channel’s online sales platform of choice”, added Gass.