This playbook was written by our friends at SparkLayer, the global B2B eCommerce platform designed for brands and buyers.
Successful shipping and delivery processes have always been based on personal relationships. It’s a world built on trust, reliability, and familiarity.
An Account Manager you recognise, a phone call confirmation, decade-long partnerships - these all form the backbone of global supply chains. These elements have shaped companies like MHI, helping them earn their customers’ confidence over the years.
B2B buyer expectations are evolving at speed, keeping pace with the changes within the B2C world. The new generation of procurement managers operates very differently from those before them. They’re digital natives, they browse and order online rather than via a Sales Rep, and they expect the same level of convenience and autonomy that they experience as a B2C buyer.
This is not a threat to the traditional strengths of the shipping world. In fact, it’s an opportunity - if embraced in the right way. That’s where technology platforms like SparkLayer are playing a new and supportive role in modernising B2B.
Keeping the human touch while modernising
There’s a long-standing fear in traditional sectors that digital transformation will replace people. But what if the opposite is true? What if technology actually gives those individuals more power (and time) to do what they do best?
For B2B sales teams, for example, a lot of time is taken up by administrative tasks - managing quotes, checking stock levels, chasing order updates, the list goes on.
While important, none of this is hugely valuable when it comes to nurturing relationships - it actually slows things down. With the right tools supporting them, that same sales team could have more time to offer strategic guidance to their customers.
Meanwhile, customers still have the reassurance of knowing that their account manager is right there if they need advice, clarity, or a bit of human help when something feels uncertain.
Why Direct Mail still matters
Let’s talk about something that many would assume has been left in the past: physical mail. In a world of constant email and digital noise, direct mail now has a newfound strength - it stands out.
A printed welcome pack for a new client can still feel like a milestone moment. A well-crafted catalogue remains a pleasure to browse through. A timely postcard can remind a customer that they’re valued.
And with simple additions like QR codes and personalised landing pages, these traditional touchpoints don’t sit isolated from the digital world - they actively support it.
Imagine receiving a printed catalogue, dog-eared from browsing, and then jumping online to order the products you circled, with your personalised pricing already waiting.
Direct mail becomes a bridge - reassuringly familiar while guiding customers smoothly into a more efficient digital experience.
The lesson is not that we must choose between past and future. It’s that blending both creates something better than either could achieve alone. This is where partnerships like MHI and SparkLayer really come into their own and add true value!
A hybrid model built on loyalty
There is huge success to be seen from moving towards a model that values tradition and innovation in equal measure.
The account manager remains central - but their work is strengthened by accurate real-time data and automated workflows that eliminate repetitive tasks.
Printed materials still exist - but they now complement digital channels rather than replace them.
And while many transactions can be handled through intuitive online tools, the human team is always ready to step in when the stakes rise and expertise is needed.
This hybrid approach builds loyalty that lasts.
Customers feel known, not just numbered. They feel in control, not dependent. And when their trust is earned both emotionally and operationally, they stay.
Why shipping companies are well-positioned to lead this shift
Shipping companies already handle some of the most complex logistics challenges in global commerce. They are accustomed to coordinating across systems, time zones, and high-stakes deadlines.
Modernising the customer-facing side of the business is simply the next logical step - one that amplifies the strengths already in place.
By digitising buying and ordering, MHI can onboard new clients more quickly, increase repeat business from existing accounts, and significantly reduce the operational strain that manual processes cause.
Margins improve. Decisions become smarter. And teams are energised by having more meaningful work on their plates.
What’s more, because this evolution can be introduced gradually (starting with online ordering or improved tracking, for instance), companies do not need to disrupt what already works.
They can modernise with confidence, stability, and a clear sense of purpose.
The path ahead
Every transformation needs a starting point. For MHI, the best place to begin was with the customer experience. Where are customers spending unnecessary time? Which interactions feel outdated or inefficient? And what could be done today that would make tomorrow easier for both sides?
Once digital tools are introduced (whether that’s a self-service portal, better workflow automation or integrated pricing), improvements compound quickly.
Staff become more empowered. Customers become more engaged. And the business becomes more competitive without losing the identity that made it successful in the first place.
Trust will always be the core currency of shipping. Technology doesn’t replace that - it helps deliver it faster and more reliably.
Modernisation doesn’t mean giving up on printed catalogues, personal calls, or the tactile satisfaction of a well-designed mailer. It simply means ensuring those moments are supported by a digital experience that feels effortless and modern.
For companies like MHI, that’s not a leap into the unknown. It’s a natural continuation of everything they already do well: serving customers with care, keeping goods moving, and adapting to a world that never stands still.
At SparkLayer, we believe that when technology and tradition work together, B2B eCommerce becomes stronger than ever. And for the shipping and logistics sector, that future is full of possibilities…
Learn more about SparkLayer, book a bespoke 1:1 consultation, or request a platform demo.
