How to Improve the B2B Wholesale Buyer Experience
Buyer experience has been a B2C term until recently – now customer-centric marketing tactics and strategies are gradually making their way into the B2B world.…
Thanks to the Internet, people have developed an increasing desire for information. Particularly for consumers, the information superhighway has made it easier to gather information…
Small distributors are feeling the heat as customers are requesting a more convenient way to shop, competitors are adding new product offerings, and mega stores like Amazon Business are becoming an increasing threat. With their feet to the fire, more business owners are considering eCommerce as a way to gain leverage and remain competitive in the marketplace.
Buyer expectations in the B2B marketplace continue to rise, causing many distributors to scramble to keep up. They want one place where they can research and compare products, learn how they work, get the latest information related to those products, and have the option to purchase them.
An intuitive onsite search tool optimizes the user’s online experience with advanced functionality such as auto-complete suggestions, a navigation bar with faceted attributes, and smart search that translates misspelled words and alternate terms into appropriate results.
Creating an eCommerce site is a big undertaking for distributors. Many organizations spend a good amount of financial and sweat equity to get an online storefront up and running and then, once their site is live, they think they’ve reached the finish line – when, in reality, they’ve just begun.
All websites are not alike, nor should they be. However, all websites should be worthwhile to the end user, which means they must include useful product information, easy on-site navigation, and compelling messaging that instills credibility and trust with buyers.
It’s an easy concept: in order to retain customers, businesses must give them the opportunity to buy how they want, when they want. That could mean making an online purchase from a mobile device, speaking to a representative to discuss product options, or even faxing in a product order.