A successful online sales journey is often far from straightforward. Gartner reported that 77% of B2B customers found their recent purchases challenging. B2B e-stores have a lot to catch up on - from improving online customer experiences to keeping them engaged. If you have a great relationship with your customers, they are more likely to buy from you even if your terms are not as good as your competitors. As a starting point, you should follow these 3 tips to give your customers a superior online experience and increase engagement.
Data, Data, Data
B2B e-commerce generates mountainous amounts of data that need to be collected and analysed. Accurate and actionable insights about your online customers can be gathered by tracking how they browse, the time spent on each page, and when they add or abandon carts. This knowledge minimises the guesswork and enables you to tailor your online experiences to your customers based on their data preferences.
#1 Tips: Integrate e-Commerce, CRM, and analytic data as much as possible - this will allow you to gather and display critical data that will help you make key decisions and allocate budget appropriately.
Personalise, Personalise, Personalise
Personalised communication has become a crucial tool for defending and enhancing customer engagement. Delivering personalised content makes it easier for your customers to find what they need. Cross-selling can be done by personalising content to provide customers with "recommendations" for additional products. You can also up-sell by offering options for product bundles and add-ons. Creating a profile-based login enables easy reordering, seamless payment and privileged access to exclusive deals. Providing contextualised, real-time pricing, competitive price matching, and allowing priority customers to reserve the best price.
#2 Tips: Your data is the key to personalising the customer experience. Ultimately, this will lead to stronger relationships and better customer loyalty.
Smarter, Smarter, Smarter
Your B2B customers generally have different needs and payment terms than B2C customers. Often, B2B customers expect and require a wider variety of payment terms. As a result, they require a different checkout experience. You can begin by describing return policies, tax information, and shipping costs. It is much easier and more cost-effective to provide specific, easy-to-access information that will alleviate any lingering concerns your customers may have and protect you from the time and expense of resolving misunderstandings.
#3 Tips: Slowly transition your customers who are still stuck with legacy payment methods like credit terms, purchase orders and checks. You must have these at the checkout page and gradually phase them out as everything goes digital.
Final Thoughts
Don't let your foot slip
2021 is the year of acceleration — a year where B2B space shift to digital was fast-tracked. e-Commerce has firmly established itself as the primary purchasing channel, with more hopping into the digital self-serve and remote human engagement. In 2022, if you slip and fail to differentiate and stick out from the crowd, you will have little chance of succeeding in e-Commerce. Focus on supporting your customers and helping them overcome challenges and frustrations - not just transactions. The payoff will be a happier customer and a healthier bottom line for you.
Get a better start with Zooloo. Our team is happy to assist you with your journey towards digital transformation. You will enjoy immense growth opportunities if you partner with the right service provider. Please contact us at sales@zooloo.asia.
- Discover more about Customer Service Strategies
- Find some tips on B2B Sales Strategies
- Looking closer at Marketing Strategies
- Read about The Digital Transformation Journey
- Learn more about our “Digital Backbones”
Tags: #CRM #MicrosoftDynamics #digitaltransformation #B2B #digitaladoption #digitalintegration #digitalsolutions #wholesaletradesector #wholesaletrade
