Driven by DCKAP Podcast spotlights how DSG is shaping the future of distribution, community partnerships, and customer experience
Austin, TX — On the latest episode of the Driven by DCKAP podcast, Cole Mercier, Communications Manager at Dakota Supply Group (DSG), shares how the employee-owned distributor is leaning into local expertise, investing in trade education, and rethinking communication strategies to support its growth across the Upper Midwest. Hosted by Karthik Chidambaram, Founder & CEO of DCKAP, the conversation dives into the practical realities of distribution, community building, and the evolving role of communications in a legacy business.
Key Highlights
- Local Expertise Is DSG’s Competitive Edge: Field experience and manufacturer training give DSG’s staff a knowledge advantage.
- Making Distribution Visible to the Next Generation: DSG is introducing high school students to careers in distribution through scholarships and hands-on learning programs developed in partnership with local schools.
- Modern Communication for a Mobile Workforce: From TikTok to Trade Hounds, DSG is testing new platforms to reach younger tradespeople where they are.
Why Tradespeople Choose DSG Over Big Box Stores
DSG’s customers are looking for more than products; they’re looking for expertise. Its branches are staffed by former tradespeople and subject matter experts who bring real-world experience to the counter.
“You can’t go to Home Depot and get the same consistency,” Mercier said. “At DSG, we have experts who can translate manufacturer guidance into plain English and who have your back.”
That hands-on expertise helps DSG stand out in markets where small contractors and family-run businesses are the lifeblood of the trades.
Partnering with Schools to Inspire the Next Generation
DSG is taking a proactive approach to the workforce pipeline. In addition to a long-running scholarship program, the company is investing in a career academy that introduces high school students to distribution as a career.
“Distribution is not present even in trades-focused curriculum,” Mercier noted. “We got it labeled as a career pathway, and now these kids have hands-on exposure to our industry.”
By sponsoring trade education and emphasizing distribution as part of the EV and AI revolutions, DSG is positioning itself as a viable, exciting option for young workers who may not pursue four-year degrees.
Speaking the Language of a New Generation
As digital platforms evolve, so does DSG’s marketing approach. Mercier is rethinking how and where the company connects with customers—especially younger tradespeople—by moving beyond traditional channels.
“Different channels, different audiences, different struggles,” he said. “You don’t have to sponsor the biggest influencer. You can partner with someone respected in your local market who your customers trust.”
Mercier emphasized that for distributors, having a mobile-friendly website is the bare minimum. The company is also exploring peer-driven platforms and localized sponsorships to foster deeper connections with its customer base.
Takeaways for Distributors, Manufacturers, and B2B Marketers
This conversation offers timely insight for B2B leaders across distribution and manufacturing who are rethinking how to attract talent, connect with customers, and future-proof their organizations. By blending hands-on expertise, community investment, and modern communication tactics, DSG is showing how legacy distributors can stay relevant and lead in a changing market.
More Information
- For more details, visit the Driven Podcast portal or tune in on YouTube or Spotify.
- For information about ERP integration, check out the DCKAP Distributor Blog.
- Subscribe to the Driven by DCKAP Podcast.
About the Driven Podcast
The Driven by DCKAP Podcast is an audio and video show that explores leaders’ stories, digital journeys, and insights on trends in B2B and distribution. The podcast is hosted by Karthik Chidambaram, Founder & CEO of DCKAP, who grew the company from a startup to a global team of more than 200 employees. DCKAP earns several trust badges by G2.com, including category “Leader”, “High Performer Americas” and “Users Most Likely to Recommend.”
About DCKAP
DCKAP is a leader in digital solutions that help distributors’ systems talk to each other. Its technology simplifies software integrations, e-commerce, and product information management for B2B companies. DCKAP’s flagship product, DCKAP Integrator, helps distributors and manufacturers automate data between ERP, e-commerce, and CRM systems. Founded in 2005, DCKAP is a global and distributed team headquartered in Austin, TX. Visit dckap.com or follow on LinkedIn.
About DSG
DSG, formerly known as Dakota Supply Group, is a 100% employee-owned distributor serving contractors and municipalities with electrical, plumbing, HVAC, waterworks, and automation solutions. Headquartered in Plymouth, Minnesota, DSG has more than 60 locations across 10 states. With a strong focus on employee ownership, customer service, and community involvement, DSG continues to expand its footprint while delivering trusted expertise and localized support. Learn more at www.dsgsupply.com.
