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12 SMT007 MAGAZINE I OCTOBER 2019 Beeson: We're more into the phrase "digi- tal acceleration" than just becoming digital. Then, added product and services become part of the equation as well. We've been fortu- nate to add many key suppliers over time that historically might not engage broad-line distri- bution or even live on the same shelf as broad- line distribution. But with our focus on engi- neering and the orientation of design, we find that we can have strong synergies with a lot of different manufacturers that we are fortunate to represent. Johnson: As Digi-Key is stepping into being a greater global supplier, are you seeing differ- ences in trends and dynamics that are different based on region? Beeson: Many people are using the words per- sonalization and localization, and we're liv- ing that as well. Some basic fundamentals are more global in nature, such as design and innovation, but there are also contrasts related to the world of production, how that's done, and where that's done by region. We're trying to make sure that we have greater empathy and understanding of where we see the contrast. Historically, we had a North American mindset related to user expe- rience and how one wants to engage, but there's a contrast into how we provide solu- tions on a global basis. It's important for us to have that localization of content and meth- odology. As a result, we have a light touch of resources around the world, which provides us guid- ance and feedback related preferred behavior. We're learning every day, and the landscape is changing every day related to which is deemed an efficient business model. Johnson: It sounds like there are a number of different facets to engaging your customers globally. Beeson: The focus starts with the customer, and then we work our way backward. We're blessed to have a great deal of feedback from the customers, and a staff that understands this value. The monthly feedback that we receive online is critical for us. As a result, we take a great deal of time and energy to go through the feedback. We all like positive feedback, but what's most impactful for us is the opportunity for improvement or enhancing our services. We take the voice of the customer very seri- ously and try to rationalize all feedback received. We ask our teams many questions concern- ing the feedback; for example, is it a one-off scenario, or is it something that's scalable and should be incorporated into our overall capabil- ities? That's an approach that has been embed- ded for a long time into our culture. Most of the decision to drop our catalog and move to a more digital orientation was based on the feed- back we received from the user community. Matties: Well, you really had no choice. The entire world moved to digital; it was either do it or be left behind. Beeson: Right, but you can have successful blended models. Many of our business deci- sions have been related to feedback that we received from our user community. Matties: I understand. Overall, this world con- tinues to move digital more and more, which leads us to digital factories and smart manu- facturing. How is that connected to what Digi- Key is doing? Beeson: The consumption of technical content that we're seeing is sizable. In our corporate presentations we show a slide that relates to what happens in one hour at our organization. It depicts how many datasheet downloads Many people are using the words personalization and localization, and we're living that as well.

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