Long under the shadow of B2C e-commerce, B2B sales activity is skyrocketing in the face of new purchasing practices, to optimize costs and improve customer experience.
B2B e-commerce has recently established itself at the center of B2B exchanges. Whether it is a first design or reorganization (evolution of an already existing platform), An e-commerce project meets customer acquisition, loyalty or operational excellence objectives, which requires a long-term commitment. Gaining efficiency, simplicity, security or even reducing operational costs, B2B buyers expect a seamless user experience from this solution, with access to all their personal information, while being equal to the ease of purchasing offered in B2C, away from dusty faxes or orders by mail or phone .
Buyer loyalty or customer commitment is a major issue in deploying this new channel which will fill an important need for autonomy in order management. Digital allows companies to operate faster, at a larger scale, by offering more services and thus freeing up significant time for sales forces to focus on their core business: acquisition and customer relations. Because the platform, which has been thought of in a global way, must be fully cohesive with all channels, up to the use of tablets, portable showers or even smartphones for further mobility. In addition, the challenges of B2B e-commerce are multiple and variable, and technology platforms need to be flexible and scalable, due to the specific complexity of the products offered. The functions can be multiple, from a simple one-click recurring order to some tweaks like getting quotes or the multi-basket functionality.
Faced with the technological and design characteristics of the user experience, the nuances of the B2B approach depend on the experience produced but also on the specifics of the customer profile. This is the whole point of success in personalization-based relationship digitization.
… involves personal integration, complementary to the information system
From the general framework of the project, it is about traversing the various repositories of information held by the company, whether it is related to the product (PIM), management elements (prices, orders, invoices) (ERP) or customer relations (CRM), it is considered as the back office of the commerce platform e. Through the various operational processes agreed upon with each customer, course customization will then be possible: price, quantities, logistics, delivery… Transforming this data, interwoven with the new data enabled by the e-commerce solution, will provide important insight and lessons in terms of customer acquisition and/or loyalty. For more, This collected data will also make it possible to develop the most accurate relevant business relationship in proposing value-added services (up-selling, over-selling, etc.)
However, the challenge remains to map all this information within the company, whether it is digital or not, in order to identify and thus engage the different stakeholders. This BI integration needs to be supported by different business units, even if it means creating certain connections, for a successful recovery. Take care not to reproduce the complexity already ingrained in the company’s operations so that the information system integration remains as simple and intuitive as possible. The challenge is greater when the case applies to certain specific sectors, which are complex because they are highly regulated or require large inventory, which implies the presence of logistics and flow management.
In fact, the transition of the entire history is a profound change that sometimes requires the transformation of some occupations or common construction, such as the design element of the e-commerce platform. As with more detailed functions, the buyer expects to navigate a flexible, visually appealing space where bearings are easy to find.
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E-commerce project integration involves a complex set of steps and developments. Idéation du projet, conception, mise en ligne… chacune de ces branches est complémentaire avec le travail d’un intégrateur qui veillera à la coherence et l’harmonisation, jusqu’à definir le positionment du portaille dans l’écosystème digital de l’ ‘a company. In fact, the challenge is to build a cohesive architecture, integrated into the company’s IT in order to enhance customer data. Like any construction site, the stage leading up to the realization of materials is crucial and requires specific advice in order to be able to order and assess the issues at hand. While the technical side governs the purpose of the end product, it is this in-depth understanding of the customer that will make the difference, whether it’s upstream, by avoiding simple repetition of specific information, or downstream, with the transformation of operations and the support team. While such a launch can be achieved in a few months, the key factor for success lies in adjusting the platform over time, in order to increase activity according to market developments. Internationalization, market… Each development will then be made simpler, saving time and adding value to various businesses.