Distribution isn’t exactly the sexiest corner of the supply chain, but it’s the one that keeps industries running. Now, Prokeep, the communications platform already used by thousands of distributors, wants to make it a little smarter.

At the NAW Innovators Summit, the company debuted its AI-powered Order Engine, a connected front-of-house system designed to move distributors from reactive order taking to proactive revenue generation.

From Inboxes to AI Workflows

For years, distributors have wrestled with a mix of sticky notes, phone calls, and disconnected systems. Prokeep’s pitch: consolidate everything into one AI-driven hub where counter staff, inside sales, marketing, and branch operations can actually see the same data in real time.

The new Order Engine pairs automation with a built-in Growth Hub marketing module:

• Order Automation: Instantly checks stock, builds quotes, and confirms orders.

• Growth Hub: Transforms live order data into targeted texts, emails, surveys, and follow-ups—basically a CRM that doesn’t just sit there but nudges teams into action.

The result is a closed loop where every customer interaction can spin off a campaign, and every campaign can feed back into new orders.

“Distributors shouldn’t have to chase information across inboxes and sticky notes,” said CEO Jack Carrere. “AI-powered workflows turn chaos into clarity, bringing structure and speed that directly translate into more orders.”

Tested in the Wild

The launch wasn’t just a demo. ABC Supply Co. Inc., one of the largest U.S. distributors, piloted the system and found that automating order workflows let branches respond faster, capture more business, and protect key customer relationships through improved accuracy.

“Putting customers first means communicating in the ways they prefer,” said ABC Supply CIO Tony Vaden. “Prokeep helps us do that by adding another convenient touchpoint that keeps service moving.”

Why It Matters

Margins are tight, customer expectations are climbing, and legacy systems don’t cut it anymore. Distributors that once treated orders as transactional now have to think like marketers. Prokeep is betting its Order Engine—by uniting conversations, order history, and AI-driven outreach—can give distributors the same kind of data-fueled advantage that e-commerce giants already exploit.

Beyond the Branch

Prokeep is also extending its reach by linking with the tech contractors already use, enabling one-screen ordering with distributors. On top of that, the company is partnering with manufacturers so that product launches and promotions can flow directly through distribution channels—effectively turning branches into marketing engines.

The Bottom Line

With the Order Engine, Prokeep is trying to drag distribution into the AI era without forcing branches to reinvent how they work. If it delivers, distributors may finally get the clarity—and speed—that customers have long expected but the industry has struggled to provide.

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