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Unified Commerce for Manufacturers: One Platform, Many Brands
Speakers
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Jeff Mikos
Digital Commerce Strategist, McFadyen Digital
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Ann Holtzapple
Vice President of Digital Commerce, The Middleby Corporation
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About the Session
Unified commerce enables complex organizations to operate as one connected digital platform. For Middleby, a global leader in commercial kitchen equipment manufacturing, that means bringing together multiple brands under a single commerce experience without disrupting dealer and distributor relationships. Discover how Middleby Shop on Adobe Commerce connects brands, aligns channel partners, and enables B2B buyers to research, quote, and design complete commercial kitchen solutions across product lines. Learn how the team balances direct engagement with channel enablement while creating a centralized digital backbone for growth.
Key takeaways:
- Unify multiple brands under one commerce platform
- Align direct and distributor channels without conflict
- Enable complex B2B buying journeys across product portfolio
Industry : Commerce, Industrial Manufacturing, Distribution/Wholesale
Technical Level: General Audience, Beginner to Intermediate
Track: Commerce, B2B Customer Journeys
Content Category: Case/Use Study
Audience : Channel Marketer, Product Manager, Commerce Professional
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