Ingram

A global digital marketing Hub was established to serve all of Ingram Micro's regions

Building the Hub for Ingram and centralizing services in one place improved the efficiency of the entire team, achieving better results across all analyses.

From January 2021 to December 2021

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Technology

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Customer engagement

Ingram

Meet Ingram

Ingram Micro is a distributor of technology products and services.

The multinational, headquartered in Irvine CA, was founded in 1979 and currently has more than 60 subsidiaries across 6 continents. In December 2020, investment fund Platinum Equity acquired Ingram Micro from HNA Group for approximately 7.2 billion dollars. It has more than 35,000 employees and annual revenue of more than 49 billion dollars.

The challenge - Focusing on solving problems

Ingram Micro perceived an asymmetry across its subsidiaries. They showed different levels of maturity in relation to their digital capabilities. This caused countries that were more focused on traditional rather than digital approaches to lose competitiveness against other market players. In summary, this generated a loss of sales opportunities and lower revenues for vendors, resellers, and Ingram itself. They needed to design a strategy to empower local teams by providing global support with expertise, processes, methodology and technology, fostering the consolidation and evolution of their digital capabilities.

The solution - A global Hub was established

A digital marketing Hub was created to serve all of Ingram Micro's regions. The Hub's purpose is to generate digital capabilities in the different subsidiaries, allowing them to better understand their customers, discover patterns and capture interest to take action at the most opportune moment and through the right channel, increasing conversion probability. The Hub works on dynamic, personalized and segmented campaigns by profile and behavior, leveraging defined business objectives. These new capabilities allowed Ingram to create a revenue-generating unit for local marketing teams.

In the last year, the Hub was in charge of the successful execution of 130 campaigns with regional and global reach. The Hub coordinated actions in 62 different countries across the Americas, Europe, Asia and Oceania. We helped subsidiaries generate: