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Wholesale business structures can vary greatly depending on the industry. A wholesaler's customers may include both B2B and B2C customers, or even both at the same time.

Wholesale customers often have more complex needs and relationships than retail customers. Long-term partnerships are often important in wholesale. Companies need to develop a deep understanding of their customers' individual needs in order to build a strong relationship.

In the building supply industry, for example, there are complex networks of relationships with multiple partners, each with very different interests, requirements, and needs.

Strengthen your wholesale relationships: customer-centric CRM for sustainable partnerships.

In wholesale distribution, competition is fierce and customers often have many options to choose from. It's important to maintain a high level of customer service and support to ensure customer loyalty and satisfaction.

Details of typical product ranges, orders and order histories, contracts, terms and conditions, and other agreements can be stored in CRM systems so that this information is always up-to-date and available to all employees at the touch of a button. Integrations with other systems, such as ERP or warehouse management systems, ensure that business processes run smoothly.