The retail and distribution sector is in the midst of a perfect storm. Supply chains are still under pressure, manufacturers are increasingly selling direct to  customers, and sustainability regulations are tightening. The demands on distributors has never been higher. 

Trends and challenges reshaping the retail and distribution industry

Several key developments are driving change in the retail and distribution landscape:

• Shift to direct-to-customer sales:  Digital tools enable manufacturers to bypass traditional routes, challenging distributors to prove their value.

• Rising customer expectations: Thanks to Amazon-like experiences, customers expect speed, transparency, and tailored service.

• Increasing omnichannel pressures: Distributors must manage a mix of digital, in-person, and B2B channels in a unified way. 

• Demand for services: Product delivery alone is no longer enough —customers want added value through services like rentals, kitting, or localised fulfillment

• Tightening compliance and sustainability rules : Regulations around emissions, packaging, and traceability require enhanced visibility and responsiveness.

How distributors can respond

To stay competitive in today’s market, distributors should respond with clear, practical strategies. For example, to counter the manufacturer-to-customer shift, distributors should enhance their offerings with unique services—like modular packaging, tool rental, or regional warehousing—that reinforce their role in the value chain. As Håkan Strömbeck, Industry & Solution Strategy Director  from Infor explains, “The traditional role of just moving products isn’t enough to stay relevant.” Instead, distributors should focus on becoming service providers that address customers' broader operational needs.

They should also prioritise reliable, structured data. Tackling issues like pricing errors or inefficient stock levels through smaller analytics projects helps build confidence and lays the groundwork for AI, automation, and predictive insights. “Without high-quality data, you can't realise the potential of advanced analytics and AI tools,” adds Jan Pedersen, Senior Solution Architect from Columbus.

Meeting modern omnichannel demands requires breaking internal silos. Cross-functional coordination—especially across sales, logistics, and service—is essential to deliver consistency and speed across every touchpoint. Henrik Leffler, Digital Transformation Lead, highlights the strategic importance of coordinated change, noting that implementing new technologies like AI isn’t just an IT project—it requires transformation across processes and people. Without a shared purpose and alignment across teams, even the best tools can fall short.

Sustainability shouldn’t be viewed only as a compliance hurdle, but as an opportunity to build brand credibility and trust. Distributors who demonstrate progress in emissions reduction or transparent sourcing position themselves as future-ready and aligned with customer values. As Jan puts it, “Sustainability isn’t just about meeting regulatory expectations; it’s becoming a competitive differentiator.”

Want to hear more? In our latest podcast, “Next-Gen Distribution,” our experts break down these strategies and share what’s next for the industry. Watch or listen below.

Specialised industry solutions for distribution

Effectively putting these strategies into practice requires technologies built specifically for the industry requirements, and that's where Infor CloudSuite Distribution stands out.

Unlike generic ERP platforms, Infor’s solution is designed with deep distribution functionality already embedded. It includes support for international operations such as currency handling, localised compliance, customs documentation, and complex pricing and returns flows across channels.

"For example, in retail and distribution, there are specific adaptations for sales, omnichannel planning, inventory management, wholesalers and component distribution," says Per Christian Øen, Business Solution Director at Columbus.

Infor's 60-30-10 methodology accelerates implementation: 

• 60% of the system is ready out of the box 

• 30% is tailored via configuration to industry-specific requirements 

• 10% is reserved for company-specific integrations and development 

This structured approach results in shorter project times, lower risk, and faster time-to-value.

One of the major advantages of Infor's platform is Infor OS, which facilitates development and customisation with minimal coding. It includes low-code tools, embedded analytics, automation capabilities, and seamless integration options. Combined with a library of prebuilt APIs, it significantly simplifies connections to logistics systems, CRM platforms, e-commerce tools, and more.

"Infor CloudSuite Distribution is somewhat of a hidden gem. Right now, Infor is several years ahead of competitors when it comes to multi-tenant cloud solutions," Øen adds. "On the path to developing a true cloud platform, Infor has focused on creating integration interfaces and APIs with the best and most widely used IT solutions in retail, distribution, and logistics."

Thanks to its multi-tenant cloud architecture, Infor CloudSuite eliminates the need for major, resource-heavy upgrades. Monthly updates ensure continuous delivery of new functionality and performance improvements—keeping the platform aligned with industry best practices and market needs.

The result is a scalable, flexible ERP backbone that enables distributors to streamline operations, adapt quickly, and maintain a competitive edge.

Successful cloud transformation at Jernia

Now, let's take a closer look at our customer Jernia, which has not only embraced the cloud but also established itself as one of the leaders in its sector. This Norwegian distributor offers an extensive product range, including household goods, kitchen equipment, hardware, tools, paint, grills and interior furnishings.

Recognising the need to stay ahead of its competition, Jernia took a bold step. In partnership with Columbus, it decided to replace its outdated ERP system with an industry-specific cloud platform, Infor CloudSuite.

This project wasn't just a software switch; it was a significant transformation, and Jernia executed it with impressive efficiency.

Here are some of the benefits Jernia has achieved:

Efficiency and punctuality: Jernia not only met the project's timeline and budget but also maintained top-notch quality standards.

1. Prepared for tomorrow: Jernia now has a modern ERP platform, perfectly prepared to adapt to the new requirements of the retail industry.

1. Beyond expectations: Infor CloudSuite went beyond meeting Jernia's tough requirements for uptime, scalability and security. This strong foundation allowed for further refinement of the company’s omnichannel strategy, ensuring excellent customer service.

1. Minimal downtime: Jernia's strategic decision to reduce operational risks and ensure stability with minimal downtime became a reality thanks to Infor CloudSuite's technology.

1. Alignment with commercial ambitions: The project seamlessly synchronised with Jernia's business aspirations, strengthening its ability to innovate and revamp operations.

"Our goal was to create a solution where most processes relied on standard functionality. We achieved this with less than 5% requiring customisations. Columbus provided valuable input on how to address and implement these changes in our system," says Stian Nybro, Business Systems and Project Manager at Jernia.

Jernia's success story is a solid example of how Infor CloudSuite becomes a valuable resource for businesses seeking to adapt to market changes, streamline operations, and maximise cloud capabilities.

If you’re thinking about how to move your business forward, we’d love to chat. No pressure—just a conversation to see where you are now and how we might be able to help.