Webwinkel Vakdagen: Several B2B companies are developing a strategic vision for e-commerce

Due to the market changes of the last two years, B2B sellers have to (re) develop their strategy to be future-proof. During Webwinkel Vakdagen, visitors could gain new insight and inspiration in digital commerce. According to Sana Commerce, the role of (better) online customer experiences, development of an e-commerce strategy and an omnichannel approach is central to B2B e-commerce. These themes were discussed during three strategy sessions and two practical cases.

“We can clearly see that companies take e-commerce more seriously. From conversations with customers and prospects and the questions we receive, we notice that more companies are developing a vision for the digital proposition and that they are making strategic choices, “notes Robert Verkade (photo), Commercial Director for the Netherlands, Belgium and France at Sana Commerce, op. “It goes beyond choosing the right platform. B2B e-commerce must not only work optimally, but also offer a good online customer experience. The latter becomes more important; a B2B customer should experience the same level of reliability online as well as offline and receive the same information.More and more companies are becoming aware of this and it is affecting the choices they make regarding e-commerce solutions.We help B2B salespeople prioritize this improvement of the customer experience and create better business results based on data analysis. “

E-commerce success in the conventional market

An example of this improvement in the customer experience is outlined by Intertruck, a supplier of truck and trailer parts. The company’s marketing department initially met with strong internal opposition to digitization.

The general internal experience was ‘my customer will never order online’. But with 41,000 products in the range, catalog printing costs got out of control. Moreover, it no longer suited the new generation of customers we wanted to serve: too little space for text, photos or matching parts. The internal experience with regard to e-commerce therefore had to change, ”explains Ilse Ormanli, Head of Communications at Intertruck, about the company’s e-commerce strategy. “We therefore researched our customers’ needs and set up an e-commerce department. The processes were adjusted step by step, the resistance was removed internally and the customer could be included in our digitization. ”

Colleague Timo Immerzeel, online marketer at Intertruck, agrees: “It turned out that our customers had a great need for good product images. So we now offer 360 degree images in the webshop. We also offer valuable content on, for example, rules. We also saw that 80 percent of our visitors dive directly into the search box and that 70 percent of our revenue comes from there. We have therefore focused on improving the search results. We have also started working with personalization for different customer groups, and we offer, for example, a customized website. The new site is a B2B webshop with a B2C shopping experience that allows us to serve our customers much better. ”

From medium to target

The general trend is that e-commerce is becoming an increasingly important part of the business strategy; in various organizations, it is now branded as business critical.

E-commerce has also gained an important position in the organization of Otto Simon, importer and exporter of toys and household items. The company exports to 18 different countries and has a diverse customer base consisting of various formula stores and wholesale customers. Despite this great complexity, Otto Simon works with one wholesale and distribution platform.

‘From medium to goal’

“E-commerce has grown from a medium to an end,” says Hans Hummelink, Sales Director at Otto Simon, about how the company enables sustainable growth in e-commerce. “E-commerce has become an independent department of our company. Through our willingness to change and invest, to communicate with consumers and entrepreneurs and to collaborate, our company is now one of the five fastest growing of the 100 most well-known retailers. ”

In the concluding presentation, Robert Verkade provides insight into the role of omnichannel for the future of B2B e-commerce, and how companies are moving from a fragmented to a standard omnichannel experience: “The pandemic has disrupted the B2B market and the way sales go. come has changed. In this market, B2B sellers can no longer ignore omnichannel to give customers the shopping experience they now expect. The customer focus starts with reliable data. Based on this, companies can constantly improve the shopping experience by connecting online and offline data. By making all sales channels work as one, B2B salespeople increase adoption. “

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