In the past 2+ years, we’ve learned that the expectations of B2B buyers have changed. Some of this has been driven by the change in the demographics of the buyers. As more tech-savvy people fill these positions, their comfort level with buying online is greater than their predecessors. That comfort level is also influenced by their B2C buying habits. B2C shopping comes with a high level of personalization. It is only natural that these buyers would now expect the same experience with their B2B buying. If you are a Manufacturer or Distributor, how do you personalize your customers’ experience?
Leverage your data to turn your B2B eCommerce visitors into repeat customers.
Leverage Your Data
One way to connect to your customers is to leverage your data. The data that is important to your customers is typically maintained in your Business Central or CRM systems. Companies mistakenly think that this data is for their benefit only. Having a fully integrated eCommerce solution that acts as a “window to your ERP’ can unlock that data for your customers’ benefit.
Focus Less on Messaging
As customers login to your site, they should be able to see their specific items, pricing, shipping terms, checkout options, etc. Surround them with the things they care about. Remember, in the B2B buying world, marketing data and messaging are less important to existing customers. They know what items they need to buy; don’t spend time and energy convincing them this is a great product. Spend your time and energy presenting the items they need and giving them an easy path to the Buy Button. Focus on cross-sell/upsell potential. Certain items can be presented as “better together.”
Present the Information They Need
No matter how many price lists you maintain, a customer should always be presented with their relevant price. Don’t make them search for the correct one. All shipping methods with corresponding costs must be available to choose from. Checkout should include multiple payment methods, i.e., terms & credit card. Options on notifications for pending events like order status, invoicing, and tracking information, should be available for customers to choose as well. B2B customers should also have a portal or section of the site that provides them the ability to manage and maintain their specific account details.
Integrate With Your ERP or CRM
All the data to support these personalized processes are in your internal systems (ERP & CRM). Make sure you have an integrated eCommerce solution that can access this information and present it in a way that makes your B2B buyer feel like their experiences are specifically tailored to them. If you make it as easy as possible to do business with you, there’s a great chance they’ll continue to do business with you.
How You Can Improve Your eCommerce With Business Central
Improving your customers’ experience with personalized experiences doesn’t have to be difficult. Where traditional eCommerce solutions require cumbersome manual re-entry and administration hours or costly third-party integrations to connect ERP and eCommerce data, Nomad harnesses modern technology, including APIs and ERP maps for an efficient Business Central integrated eCommerce solution.
To learn more about how a personalized eCommerce experience can help your company turn visitors into repeat customers visit Nomad’s page below or contact one of Innovia’s Customer Engagement Specialists.
