Great expectations
In the consumer world, ecommerce is all around us. If we want to buy something, our journey frequently ventures online where we can shop at any time. Nowadays, our purchasing decisions are influenced as much by availability and speed of delivery as they are by price. And if we need some help deciding, more traditional channels are open to us. Because ecommerce has not killed the High Street, it’s simply encouraged retailers to redesign services in line with a changing world. This “omnichannel” approach is considered the domain of B2C. But it’s a world to which B2B firms should aspire. And fast.Theory of evolution
Common sense and evolution dictates that B2B companies must apply B2C logic to thrive in the new economy. After all, our customers may wear professional uniforms, but we’re all consumers underneath – and we’re beginning to wonder why our B2B experiences don’t replicate those we enjoy elsewhere. The B2B application of ecommerce has been a slow burner. Some companies have questioned its appropriateness for the sector, while others have tried it with mixed results. Yet change is inevitable. Like King Cnut, you cannot hold back the tide forever – because if you let your competitors get ahead of the game, the rest will be history.Customer benefits
Often, customers of B2B firms want to make quick transactions that fit with their busy routines; like the bakery that orders its ingredients at home after hours. Time is a precious commodity. However, many SMEs force customers to go through inefficient purchasing processes that rob them of that time. This could be the telesales call that’s lost in translation and results in an incorrect order or the unnecessary one-hour rep visit that culminates in the same order as last time. Customers would be better served by more familiar online tools.Business benefits
And businesses benefit too. Integrated ecommerce goes beyond improving the customer experience – it can fuel productivity and efficiency gains. And an effective ecommerce platform can highlight a clear point of differentiation against competitors; the ability to respond quickly and accelerate delivery can be a valuable weapon against the overseas distributor who’s beating you on price. Moreover, the kudos that comes with being an early adopter of innovation can do wonders for a brand.Strategic implementation
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