# Removing Buyer Friction With a Digital Commerce Environment w/ Kris Harrington

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2024-04-23
- Length: 46m
- Episode: 202
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-8cd8ed2c-2b08-49a9-8e01-243dca76b617

## Summary

Kris Harrington, CEO and Co-Founder of Gen Alpha Technologies, explains how B2B manufacturers can eliminate buyer friction by implementing digital commerce environments that go beyond simple transactions. She details ten specific customer service burdens—such as checking product availability, order status, and accessing technical manuals—that can be alleviated through self-service tools. Harrington also discusses the role of product configurators in simplifying the sales process for complex, custom-engineered equipment and outlines three primary barriers to adoption: fear of channel conflict, data quality issues, and legacy ERP limitations.

## Chapters

- [0:38](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington#t=38) Introduction and Guest Background
- [3:49](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington#t=229) The Origin Story of Gen Alpha Technologies
- [9:01](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington#t=541) Defining B2B Digital Commerce and Buyer Experience
- [18:14](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington#t=1094) Ten Customer Service Burdens Alleviated by Digital Tools
- [29:29](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington#t=1769) The Role of Product Configurators for Complex Sales
- [40:15](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-04-23-removing-buyer-friction-with-a-digital-commerce-environment-w-kris-harrington#t=2415) Barriers to Adoption and Implementation Advice

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- Gen Alpha Technologies (company)
- Caterpillar (company)
- Enterpack (company)
- Busyrus International (company)
- Gorilla 76 (company)
- Pro Shop ERP (company)
- Amazon (company)

## Related episodes from other shows

- [187: eCommerce Strategies for Manufacturers and Distributors with Znode's Tom Flierl](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-05-28-187-ecommerce-strategies-for-manufacturers-and-distributors-with-znodes-tom-flie) (Manufacturing Happy Hour)
- [From eCommerce to Side Hustles with GenAlpha President & COO Kristina Harrington](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-01-05-from-ecommerce-to-side-hustles-with-genalpha-president-coo-kristina-harrington) (Manufacturing Happy Hour)
- [#047 - RERUN - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-01-31-047-rerun-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [301 - Infigo is en fuego! Changing the game for Web2Print for printers w/ Doug Gibson](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-01-07-301-infigo-is-en-fuego-changing-the-game-for-web2print-for-printers-w-doug-gibso) (People of Packaging)
- [239: How to Build a "Customer Advisory Board" and Create a Frictionless Customer Experience with Mandy Dwight (Dwight & Co.) and Anthony Leo (IPR Robotics)](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-06-03-239-how-to-build-a-customer-advisory-board-and-create-a-frictionless-customer-ex) (Manufacturing Happy Hour)

## Citing this page

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