In 2024, distributors are finding it increasingly critical to modernize their ecommerce platforms to meet the evolving demands of digital-savvy customers. The goal is to drive speed, convenience, personalization, mobile optimization, security and seamless support across social media, mobile apps and traditional websites.
To do this, they must bridge the gap between traditional business practices and the new standards of online customer interactions.
Here are three strategic approaches that distributors can take to enhance their ecommerce systems to boost customer satisfaction and operational efficiency.
Integration of B2B Ecommerce with ERP Software
For many distributors, integrating B2B ecommerce with enterprise resource planning (ERP) systems represents a significant leap forward. This integration is more than just a technical enhancement; it transforms how businesses operate internally and interact with customers. By linking ecommerce platforms directly with ERP software, distributors can streamline their back-end operations while enhancing the customer experience on the front end.
This improvement is facilitated by several features, including self-service capabilities, where customers can manage their accounts online, process invoices and complete payments without needing to interact directly with sales staff. It also includes real-time data, where businesses can display real-time pricing and inventory updates, which are crucial for making informed purchasing decisions.
This level of integration allows for a seamless experience from the customer’s initial login to the final purchase, enabling smarter, faster and more efficient decision-making processes.
Expansion of Online Product Information
Distributors need rich and accessible product information. They must go beyond basic descriptions and images to provide comprehensive digital catalogs with detailed specifications, high-quality photos, user manuals and even video tutorials. This expanded product information caters to the increasingly autonomous customer who prefers to research independently before making a purchase. A recent B2B Buyer Identification Benchmark indicates the average B2B buyer is through 70% of the customer journey before ever contacting a vendor.
As digital natives begin to move into decision-making roles, it’s become increasingly important to support these buyers in their research before purchasing.
A well-documented product listing helps customers make informed decisions without the need for additional support. It also increases sales team efficiency, so sales reps can focus on higher-level tasks and complex sales scenarios, adding greater value.
This strategy also empowers customers, leading to higher satisfaction and greater trust. For example, Oxygen Service Co., a 100% employee-owned specialty gas and welding supply distributor, connected their ERP to a new ecommerce platform, looking to streamline business processes and improve the customer experience. Not only did they double the orders and revenue coming in without doubling its team, but the company has also unlocked the power of convenience, empowering its customers to research and place orders more easily and efficiently.
Personalizing Customer Experiences
Creating personalized online experiences for specific customer segments boosts customer engagement and satisfaction. For instance, a business supplies distributor that caters to school districts and manufacturing facilities must recognize and cater to the differing product preferences and purchasing habits of these segments. A customized ecommerce experience serves up more relevant products and tailored purchasing options based on the needs of each segment.
Emphasizing Lifecycle Content
Content strategy should be a pivotal element of a distributor’s ecommerce approach, particularly content that supports each stage of the customer lifecycle. From the initial research phase to post-purchase support, content is crucial in guiding, educating and retaining customers.
Lifecycle content can take many forms. Pre-purchase information, such as blogs, frequently asked questions and buying guides, can help potential customers make buying decisions. Post-purchase support, including troubleshooting guides, maintenance tips and how-to videos can enhance customer satisfaction and encourage repeat business.
By optimizing content across these phases, distributors can attract new customers and build a loyal customer base that values the brand’s commitment to providing continued value beyond the initial sale.
Improving the Customer Experience
Integrating advanced technologies and strategies in ecommerce is not just about keeping up with trends; it’s about significantly enhancing the interaction between distributors and their customers. By integrating ERP systems, expanding online product information and improving lifecycle content, distributors can better align with customers’ expectations. These strategies ensure that while technology may enhance efficiency, the human touch remains the heart of a business.
Dave Bent is the SVP of Operations within the Distribution Division of ECI Software Solutions, a global provider of cloud-based business management software and services. He has played a key role in the development and success of EvolutionX, ECI's industry-leading B2B ecommerce platform.