• To date, Laura Phelan and her team have redesigned 15 e-commerce sites in 11 languages.
• ADI has also introduced new customer-specific videos on its websites.
• Phelan led a redesign of ADI’s mobile app, available in Android and Apple stores.
ADI Global Distribution’s Laura Phelan’s work is a prime example of how a distributor can embrace digital tools and technologies to better serve its customers across multiple fronts.
Phelan, one of MDM’s five 2021 Digital Innovator award winners, holds forth on all things digital from her position as global vice president, digital experience (DX) for ADI Global Distribution. In 2018, ADI spun off from Honeywell. Having joined ADI in early 2019, Phelan says that Honeywell hadn’t really invested in digital tools, but ADI’s new owner, Resideo Technologies, was keen to kickstart ADI’s digital transformation.
“From the digital perspective, I took ownership of bringing on new team members in August of 2019,” Phelan says. “We really grew that team rapidly through 2020 and built a development platform. We’re using offshore and onshore resources to really play a lot of catch-up.”
Phelan is responsible for 18 e-commerce websites, which are on various ERP systems, in 14 difference languages. To date, Phelan and her team have deployed a redesign for 15 e-commerce sites in 11 languages, with the rest of them awaiting the completion of an ERP systems project.
She is also in charge of ADI’s digital marketing and merchandising, demand generation, digital in-store experiences and content marketing.
