Your Digital Branch Is Your New Branch
Why Your Website Deserves the Same Respect as a Physical Location
You don’t hire one person to run an entire branch. So why would you run your digital one with a single admin?
By Rudy Abitbol
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2 min read
The Branch Mindset
Your website is your busiest location. It takes orders while your team sleeps. It answers questions before reps can pick up the phone.
“If your digital branch were physical, would you be proud to walk in?”
Digital adoption starts when leadership applies the same operational discipline online as in person.
Staff It Like a Branch
Branches have managers, merchandisers, and customer service. So should digital.
Roles:
Digital Branch Manager: Owns KPIs and operations.
Merchandising Lead: Optimizes search, categories, and promotions.
Support Rep: Ensures order success and customer satisfaction.
Train Your Team
Sales and service teams must understand digital’s value. Run internal demos, show new features, and include digital KPIs in reviews. Adoption happens when employees trust the system.
Measure What Matters
Track your digital branch like a location:
Online order volume
Repeat buyers
Abandoned cart rate
Average order value
AI and Adoption Acceleration
AI can reveal friction points: who still calls instead of using the portal, which features drive logins, and what products are repeatedly searched but not found. AI doesn’t replace training; it makes it smarter.
Executive Play
Ask:
Do we run our digital branch with real leadership?
Are we funding it like a revenue channel or an IT project?
Do sales and ops see it as competition or collaboration?
Closing Insight
Your customers don’t care whether they buy in person or online — only that it’s easy. Treat digital like your best branch, and adoption will take care of itself.