The benefits from investing in an online platform go beyond simply being able to sell products online. In fact, one of the biggest benefits could come from developing a place to engage your customer base, according to Angela Rodenburgh, marketing director for plastics distributor Redwood Plastics in Vancouver, British Columbia.

Rodenburgh was featured in the latest 7 Minutes With … interview, in which she spoke with me about Redwood’s strategy for creating engagement online – even without a transactional website. Rodenburgh says the investments in online chat, social media and search engine marketing have paid off for the company.

The distributor recently created a sales department that connects with customers through online channels. The department started with two people and is already growing, she says.

“There’s a huge opportunity with the way that people are looking for information,” Rodenburgh says. “…And if you don’t see that opportunity, (you’re) really missing out on a large audience.” And as the younger generations continue to move into purchasing roles, that opportunity will continue to grow.

That doesn’t mean you should completely ignore transactional functions on your website, Rodenburgh says. Redwood is in the process of developing a platform for e-commerce. “We just want to make sure we do it properly,” she says. “We don’t just want to be an online inventory store.”

Redwood Plastics was recognized as a 2014 MDM Market Mover. Read about the distributor here.

Listen to Rodenburgh in her 7 Minutes With … interview with me below, or visit our 7 Minutes With … video page.