In today’s competitive landscape, businesses are compelled to innovate continuously. A notable example is ARG Industrial, a distributor specializing in industrial and hydraulic hoses, fittings, and rigging products. Serving diverse sectors such as construction, mining, oil and gas, and marine and fishing, ARG Industrial also caters to government agencies across Alaska, Oregon, Washington, and Idaho. Over the past few years, the company has undergone a significant digital transformation, highlighting the essential role that technology plays in enhancing customer experiences.
The journey towards digital innovation began with the strategic hiring of Mike Powers, an experienced B2B ecommerce professional who took on the role of chief digital and technology officer. Recognizing the growing importance of ecommerce, Powers led ARG Industrial in launching its first B2B ecommerce platform. This initiative aimed to provide customers with enhanced digital tools, simplifying the process of custom fabrication and ordering parts.
At first, the focus was solely on e-commerce capabilities, intended to serve as the cornerstone of ARG Industrial’s ecommerce strategy. However, as the transformation unfolded, leadership discovered an unmet need in the market for custom fabrication software. This realization prompted the company to develop its proprietary digital assembly builder tool, IntelliBuild.
IntelliBuild is a groundbreaking Software-as-a-Service (SaaS) platform that empowers users to select and customize assembly specifications easily. The platform not only allows users to place orders efficiently but also bridges the gap between digital transactions and the personal experience customers expect when visiting a physical location. As Mike Mortensen, CEO of ARG Industrial, stated, “We wanted to replicate the firsthand experience of helping a customer at the counter… in a seamless online journey.”
A key strength of IntelliBuild lies in its flexibility and industry-agnostic approach. Although initially designed for hydraulic hose assembly, the platform demonstrates the potential to expand into various verticals like industrial hoses, rigging, HVAC, janitorial and sanitation (Jan/San), and electrical. In a market that demands adaptability, IntelliBuild responds to changing customer needs and positions itself as a scalable solution.
Powers elaborates on this by indicating that IntelliBuild is designed to integrate easily with most existing ecommerce systems. This strategic compatibility ensures that businesses, regardless of their current technological infrastructure, can leverage the benefits of custom fabrication capabilities. The beauty of IntelliBuild lies in its usability; even those without technical expertise can navigate the platform seamlessly.
In addition to custom fabrication functionalities, IntelliBuild equips users with essential features aimed at enhancing the overall customer experience. Powers explains, “We are building a full-fledged SaaS software and services company to support the implementation and adoption of IntelliBuild across various industries.” By adopting tiered pricing models based on the number of builds processed, ARG Industrial ensures its SaaS solution is accessible to a wider range of businesses, from startups to established enterprises.
The digital transformation undertaken by ARG Industrial serves as a clear reminder that businesses need to evolve to meet customer expectations. By focusing on improving user experience through technology, companies can gain a competitive edge. The example of IntelliBuild shows that innovation does not merely revolve around creating a product; it also encompasses understanding market needs and responding effectively.
However, the journey does not stop here. The partnership between ARG Industrial and software development firms Spiral Scout and Domani Strategies further emphasizes the company’s commitment to expanding its ecommerce offerings. As the new standalone ecommerce software company takes shape, the collaboration signals an eagerness to explore untapped markets and address customer pain points.
In conclusion, the strategic digital transformation of ARG Industrial exemplifies how a B2B organization can adapt to changing market dynamics through innovation. With tools like IntelliBuild, ARG Industrial is not only enhancing its ecommerce capabilities but also paving the way for a new era in custom fabrication. As businesses across various sectors look to streamline operations and improve customer experiences, the lessons learned from ARG Industrial’s journey can serve as a blueprint for success in the ever-competitive world of B2B ecommerce.
