Global Archives - Allison McCoin MPH

Customers expect more transparency from brands than ever before, want to know where their stuff is coming from and ensure their values are being reflected in a brands practice. As marketers, it is important that we create transparency within our supply chains.

A Transparent Supply Chain

It is important to first note what a transparent supply chain looks like. Traditional supply chains have been guarded by brands out of fear of losing their edge, disclosing limited information about the origin of raw materials and the working conditions of their facilities. Today, consumers want to know where the ingredients to their favorite product came from and how it has been processed. This means brands must not only monitor and report the conditions within their own facilities, but also their upstream counterparts.

Why Transparency?

While the main force driving transparency comes from consumer demand, it can also benefit brands. Sharing data at every step of a supply chain can help stakeholders reduce operational costs by identifying and correcting weak points in a system. Transparent systems also improve an brands reputation, while increasing profits and productivity.

Consumers want to know how their favorite brands operate and the working conditions of their employees. Brands, therefore, must be transparent in their sourcing and distribution to maintain customer loyalty.

As marketers, it can be easy to overlook an organization’s B2B supply chain. This however is a mistake, the B2B supply chain is a necessary component to every organization. As marketers we must put more emphasis on our B2B supply chains to ensure our organizations are able to avoid delays and losses.

B2B

As noted above, B2B sales are where the majority of transactions occur. In fact, global supply chains have increased in both length and complexity over the past decade. A single item may have components produced and assembled in multiple countries, and a single delay can greatly impact production. Therefore, marketers must work to ensure diversity and resilience in their supply chains to minimize loss due to delays.

Impact on Healthcare

The global health supply chain was greatly impacted by the Covid-19 pandemic. As ports and countries shut down, it became nearly impossible to obtain the necessary supplies for providers to stay safe. Obtaining appropriate PPE, once an afterthought for providers, is now the top concern for hospitals around the country highlighting the importance of B2B supply chains.

As global supply chains become more complex, it is our job as marketers to ensure that our products are getting out. A delay for a single component can create massive losses and delays. No matter the industry, B2B supply chains serve critical functions in providing us with the goods that we need.