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It’s not “just like Amazon” – B2B vs. B2C e-commerce and Why it Matters
- 1. IT’S NOT “JUST LIKE AMAZON” B2B VS. B2C E-COMMERCE AND WHY IT MATTERS
- 2. ©2016 Ntara, Inc. All contents proprietary and confidential. 2 IN THIS WEBINAR YOU WILL LEARN HOW TO: Optimize your B2B e-commerce deployment Adopt proven B2C e-commerce principles on a B2B platform Understand B2B and B2C business models Use B2B e-commerce to maximize the value of your field sales force BONUS: Service the many needs of customers in B2B2C e-commerce
- 3. ©2016 Ntara, Inc. All contents proprietary and confidential. 3 WHO IS THIS GUY? Andy Didyk VP of Account Services Ntara B2B and B2C e-commerce SME Digital strategist New business and account coach
- 4. ©2016 Ntara, Inc. All contents proprietary and confidential. 4 How can we enhance our brand? How will it support other sales channels? How can each customer experience be personalized? How can we more effectively market online? Can we better engage our customers? How do we increase loyalty and brand preference? How do we increase brand awareness? Can we capitalize on our changing business environment? How can we maximize margin? How can we avoid channel conflict? What is the projected ROI? How soon can we launch? What about internal staffing? What about costs to build (CAPEX) and run (OPEX)? Will selling direct to consumers (D2C) impact our sales partners? How will the systems interface? Are new systems required? What about bundling and fulfillment? What about our complex products and pricing? How will this affect IT security? OUR APPROACH Management Consulting Firm Creative Digital Agency Technical Integrator
- 5. ©2016 Ntara, Inc. All contents proprietary and confidential. 5 Technology Companies Brochure Sites Lead Generation Complex Backend B2B e-commerce Healthcare & Institutions Complex models Antiquated tech Lots of change Accessibility concerns OUR FOCUS Branded Manufacturers Sell through retailers or distributors May have e-commerce Need help moving to retail model
- 6. ©2016 Ntara, Inc. All contents proprietary and confidential. 6 Analytics / BI Tools Fulfillment ERP eCommerce Digital Asset Mgmt (DAM) Campaign Mgmt Web Content Mgmt System (WCMS) Customer Service / Retention Customer Relationship Mgmt (CRM) Security Coherent Customer Database IT Marketing Sales WE’RE DIFFERENT
- 7. ©2016 Ntara, Inc. All contents proprietary and confidential. 7 OUR CLIENTS Mid Market with $100M+ in Sales Complex Products & Pricing Global Perspective or Plans Desire to Integrate On & Offline Seeking Rapid Launch & ROI
- 8. ©2016 Ntara, Inc. All contents proprietary and confidential. 8 OUR SERVICES Websites Ecommerce Creative & UX Technical Integrations Integrated Marketing Consulting Apps Enterprise Ecosystems to Microsites Multilingual / Localization Multi-tier Environments Content Mgmt Systems (CMS) Product Data Mgmt Systems Integration B2B and B2C Branding Information Architecture (IA) User Experience (UX) Design Content strategy and creation Custom Cross- Platform Development Architected Solutions Campaign Strategy Social Media Search (SEO & SEM) Email Marketing Roadmapping Hardware Strategy Research and Analytics Training iOS & Android Kiosks and Touchscreens Sales Tools
- 9. BEFORE WE BEGIN Quick poll – B2B or B2C
- 10. PART I: DIFFERENCES BETWEEN B2B AND B2C E-COMMERCE
- 11. ©2016 Ntara, Inc. All contents proprietary and confidential. 11 THE OBVIOUS DIFFERENCE B2C e-commerce B2B e-commerce
- 12. ©2016 Ntara, Inc. All contents proprietary and confidential. 12 THE OBVIOUS DIFFERENCE B2C e-commerce B2B e-commerce $3.2 trillion by 2020 $6.7 trillion by 2020
- 13. ©2016 Ntara, Inc. All contents proprietary and confidential. 13 KEY DIFFERENCE #1: END USER Buyer is the consumer Buyer is (typically) procurement at retailer Retailer sells to the consumer B2C e-commerce B2B e-commerce
- 14. “B2B buyers today not only prefer to research online, but they also prefer to buy online. Nearly 75% indicate that buying from a website is more convenient than buying from a sales representative when purchasing products or services for work.” – Andy Hoar, B2B analyst, Forrester Inc.
- 15. ©2016 Ntara, Inc. All contents proprietary and confidential. 15 KEY DIFFERENCE #2: BUSINESS GOAL B2C e-commerce B2B e-commerce Customer acquisition Customer retention
- 16. ©2016 Ntara, Inc. All contents proprietary and confidential. 16 KEY DIFFERENCE #3: ECOSYSTEM ENVIRONMENT B2C e-commerce B2B e-commerce
- 17. ©2016 Ntara, Inc. All contents proprietary and confidential. 17
- 18. ©2016 Ntara, Inc. All contents proprietary and confidential. 18 KEY DIFFERENCE #3: ECOSYSTEM ENVIRONMENT Procurement System Supplier Solutions (Punchout Translator) E-commerce Catalog Order Fulfillment System Buyer login info Cart transfers for approval PO approved Buyer login to e-commerce site Buyer adds items to cart and submits PO transferred PO submitted for fulfillment BUYER SUPPLIER 1 2 4 5 3 6 7
- 19. ©2016 Ntara, Inc. All contents proprietary and confidential. 19 KEY DIFFERENCE #4: SALE TYPE B2C e-commerce B2B e-commerce
- 20. ©2016 Ntara, Inc. All contents proprietary and confidential. 20 KEY DIFFERENCE #5: PRODUCT ASSORTMENT B2C e-commerce B2B e-commerce
- 21. ©2016 Ntara, Inc. All contents proprietary and confidential. 21 KEY DIFFERENCE #6: PRICING & TERMS B2C e-commerce B2B e-commerce • Negotiated pricing • Negotiated terms • Sales reps can offer discount • Shipping options • Pricing options • Hardback, softback, Kindle
- 22. ©2016 Ntara, Inc. All contents proprietary and confidential. 22 KEY DIFFERENCE #7: PAYMENT OPTIONS B2C e-commerce B2B e-commerce • PL3 level credit cards • Lines of credit • Direct wire transfer • ERP integrations Add a credit or debit card Amazon accepts all major credit cards.
- 23. ©2016 Ntara, Inc. All contents proprietary and confidential. 23 KEY DIFFERENCE #8: APPROVAL PROCESS B2C e-commerce B2B e-commerce • End user or manager • Management approval • Procurement / Finance • Accounts Payable • Potential Audit Trail
- 24. ©2016 Ntara, Inc. All contents proprietary and confidential. 24 KEY DIFFERENCE #9: ORG. OWNERSHIP B2C e-commerce B2B e-commerce Operations and IT, with some support from Marketing Marketing, with some support from IT and Operations IT Operations Marketing IT Operations Marketing
- 25. PART II: WHY DEPLOY E-COMMERCE?
- 26. ©2016 Ntara, Inc. All contents proprietary and confidential. 26 1. B2B BUYERS PREFER E-COMMERCE “B2B buyers today not only prefer to research online, but they also prefer to buy online. Nearly 75% indicate that buying from a website is more convenient than buying from a sales representative when purchasing products or services for work. – Andy Hoar, B2B analyst, Forrester Inc.IN 2015, ALMOST 60% OF B2B BUYERS MADE ONE-HALF OR MORE OF THEIR WORK PURCHASES ONLINE. “The data is very clear that B2B buyers now favor do-it-yourself options for researching products and services. By a factor of three to one, B2B buyers want to self-educate versus talk to sales representatives to learn about products and services. They say that gathering information online on their own is superior to interacting with a sales representative by a margin of 53% to 17%.”– Andy Hoar, B2B analyst, Forrester Inc.
- 27. ©2016 Ntara, Inc. All contents proprietary and confidential. 27 2. BUYERS’ EXPECTATIONS ARE CHANGING “93% of B2B buyers say that they prefer to buy online rather than from a salesperson when they've decided what to buy and just need to make the purchase.” – Forrester Inc. Challenge: B2B Buyers want simple, fast, and convenient purchasing channels. Opportunity: Remove routine tasks from the sales force and create true consultants.
- 28. ©2016 Ntara, Inc. All contents proprietary and confidential. 28 3. GAIN HUGE SALES CHANNEL EFFICIENCIES Migrate customers from offline to online channels to increase customer acquisition and maintenance cost savings. Reduce costs for low-frequency, low-volume purchasers Retain the customer Deploy cross- and up-sell engines to better meet customer needs. Source: Forrester Research, 2015. Build A World-Class B2B e-commerce Optimizing Channel Balance
- 29. ©2016 Ntara, Inc. All contents proprietary and confidential. 29 MORE TRAFFIC AND BRAND EXPOSURE B2B businesses with e-commerce report a 20% YOY increase in website traffic. 4. ENJOY PROVEN, TANGIBLE RESULTS INCREASED REVENUE AND LOWERED COSTS 52% lower order costs and 19% average sales growth. Customers spend more after migration than before. Source: Forrester Research, 2015. The Case For Channel-Shifting Offline Customers Online Source: Forrester Research, 2015. Digital Is Busy Transforming B2B Commerce INCREASED LOYALTY Omnichannel customers are more loyal than single- channel customers.
- 30. PART III: BEST IN CLASS EXAMPLES OF E- COMMERCE
- 31. ©2016 Ntara, Inc. All contents proprietary and confidential. 31 GRAINGER Source: E-commerce & B2B- “Review of the Best B2B E-Commerce Websites”
- 32. ©2016 Ntara, Inc. All contents proprietary and confidential. 32 GRAINGER
- 33. ©2016 Ntara, Inc. All contents proprietary and confidential. 33 FERGUSON Source: E-commerce & B2B- “Review of the Best B2B E-Commerce Websites”
- 34. ©2016 Ntara, Inc. All contents proprietary and confidential. 34 FERGUSON Source: E-commerce & B2B- “Review of the Best B2B E-Commerce Websites”
- 35. ©2016 Ntara, Inc. All contents proprietary and confidential. 35 FERGUSON Source: E-commerce & B2B- “Review of the Best B2B E-Commerce Websites”
- 36. ©2016 Ntara, Inc. All contents proprietary and confidential. 36 FERGUSON Source: E-commerce & B2B- “Review of the Best B2B E-Commerce Websites”
- 37. PART IV: BEST IN CLASS B2B2C EXAMPLE
- 38. ©2016 Ntara, Inc. All contents proprietary and confidential. 38 B2B2C: IT’S WHAT CONSUMERS WANT According to Forrester, more than a third of US online consumers surveyed expressed a preference for buying directly from manufacturers. 52 percent of online shoppers in the U.S. visit a website with the intention of buying. These buyers are driven by a greater assortment of products and their loyalty to the brand. Source: PwC, 2016. 2016 Total Retail Report 34%
- 39. ©2016 Ntara, Inc. All contents proprietary and confidential. 39 HUNTER FAN
- 40. ©2016 Ntara, Inc. All contents proprietary and confidential. 40 HUNTER FAN
- 41. ©2016 Ntara, Inc. All contents proprietary and confidential. 41 HUNTER FAN
- 42. ©2016 Ntara, Inc. All contents proprietary and confidential. 42 HUNTER FAN
- 43. ©2016 Ntara, Inc. All contents proprietary and confidential. 43 HUNTER FAN
- 44. ©2016 Ntara, Inc. All contents proprietary and confidential. 44 HUNTER FAN
- 45. ©2016 Ntara, Inc. All contents proprietary and confidential. 45 HUNTER FAN
- 46. ©2016 Ntara, Inc. All contents proprietary and confidential. 46 HUNTER FAN
- 47. ©2016 Ntara, Inc. All contents proprietary and confidential. 47 HUNTER FAN
- 48. ©2016 Ntara, Inc. All contents proprietary and confidential. 48 HUNTER FAN
- 49. ©2016 Ntara, Inc. All contents proprietary and confidential. 49 HUNTER FAN
- 50. ©2016 Ntara, Inc. All contents proprietary and confidential. 50 HUNTER FAN
- 51. ©2016 Ntara, Inc. All contents proprietary and confidential. 51 HUNTER FAN
- 52. ©2016 Ntara, Inc. All contents proprietary and confidential. 52 HUNTER FAN
- 53. ©2016 Ntara, Inc. All contents proprietary and confidential. 53 SUMMARY • B2C and B2B are very, very different. • Most manufacturers and brands need both • B2B2C strategy is complex and needs to be considered • Successful deployments must align Sales, Marketing, IT, and Operations • Where to begin? Ask for help from experts.
- 54. ©2016 Ntara, Inc. All contents proprietary and confidential. 54 Andy Didyk VP of Account Services Ntara didyk@ntara.com 423.926.8272 x8613 https://www.linkedin.com/in/andy-didyk-8826212 Ntara.com LET’S GET IN TOUCH
- 55. THANK YOU
Notas del editor
- As customer interactions fragment across devices, services must perform reliably across an expanding interface landscape that includes PCs, laptops, smartphones, tablets, and, increasingly, TVs, cars, wearables, and physical venues. To maintain relevance and credibility with the connected consumer, CX pros must build experiences that are: Polymorphic. Making experiences that blend multiple devices into a singular experience is now table stakes (see Figure 5). Amazon's Dash Buttons let you reorder household products using small Wi-Fi-enabled buttons that customers can stick anywhere. Pressing the button places an order with Amazon and sends a confirmation message on your phone. Jawbone's UP24 wristband tracks wearers' movement and sleep and passes the information to wearers' smartphone, allowing them to view their activity and access specialized apps for tracking weight, mapping bike rides, and more. (see endnote 25) Smart kitchen scale Drop guides users through recipes step by step, informing them via an iPad app when they have added the right amount of each ingredient. Persistent. Designing experiences that remember a customer's prior interactions and let her resume those tasks on different devices at different times is a mark of application maturity. Amazon Kindle, Microsoft Office 365, and Netflix let customers pick up reading, editing, or viewing content on another device. Apple, though, is raising the bar for this kind of performance with its release of Continuity, — context-aware technology that enables customers to begin an email on their iPhone and finish it on their Mac or initiate phone calls on their iPhone by clicking a phone number on their Mac (see Figure 6).
- Manufacturer or Distributor $500M-$5B Complex products, custom catalogs & pricing Global requirements Goal to integrate online and offline channels, content and commerce Seeking rapid TTM and ROI
- Quick poll – show of hands Who here is a B2B marketing/business professional? Who here is B2C?
- B2B e-commerce – that’s one we’re all familiar with. A brand sells a product online, direct to consumer. B2B e-commerce – that’s a lot different. The brand sells to a retail or distributor channel. That’s supplemented with a field sales force. And the channel sells to the consumer.
- B2B e-commerce – that’s one we’re all familiar with. A brand sells a product online, direct to consumer. B2B e-commerce – that’s a lot different. The brand sells to a retail or distributor channel. That’s supplemented with a field sales force. And the channel sells to the consumer.
- Customer end-user v. Buyer end user: for yourself or gift (Amazon gift wrapping) pick unusual products; procurement person is typically buying, but not for themselves. If for the business, not the only one using it. Emphasis changes-product benefits/marketing and imagery versus business application, ease of transaction, etc.
- Customer Acquisition v. Customer Retention B2C: advertising through Amazon B2B: slide 5 Andy Hoar quote (chart) competing with Amazon on a sale you might lose
- Consumer ecosystem v Business ecosystem: bringing in contacts from social/traditional channels, email marketing and customer facing websites. Business ecosystem-dealing with operations and might have customer facing website, but people purchasing will have to go through a log-in and deal with ERP systems (punch-out). More than a website, find your best channel to get customers to your e-commerce channel. What do you have to deploy to reach these purchasers? Customized deployment for each B2B customer.
- Punchout Diagram
- Single sales v Bulk Sales: one-to-many v. many-to-one (phone example)
- Assortment Same v Segmented Assortment: Amazon users sees same search results. Segmented assortment has different customers see different pricing, with different people in each organization seeing different things. (office supplies and lawn mowers)
- Same Pricing/Payment Terms v Negotiated Pricing & Terms: Amazon checkout-different shipping options, extent of different pricing options. (Harry Potter novel) Negotiated pricing and terms-this is when people prefer to work with sales rep because they can get discount and receive different pricing/terms. (printers for office)
- Standard payments v Advanced Payment Options: Amazon check out cart with PayPal and credit cards; PL3 level credit cards with all kinds of other information, lines of credit and direct wire transfer/ERP integrations
- No Approvals v Approval Process: One button check out on Amazon. On B2B could have approvals on both sides-sales rep needs approval from manager to give discount at certain amount. Procurement needs to give approval to a buyer to make a purchase.
- B2B Buyers want simple, fast, and convenient purchasing channels. Their expectations are already set by Amazon and other key B2C experiences. This means that the Sales Rep as order taker is an endangered species. However, this presents an opportunity to remove routine tasks from the sales force and create true consultants. Consultants focus on higher dollar, more profitable, and valuable opportunities. https://www.forrester.com/report/The+Clash+Of+The+Partner+Channel+And+eCommerce/-/E-RES119186#figure1 https://www.forrester.com/report/Death+Of+A+B2B+Salesman/-/E-RES122288
- Transcends the transaction B2B e-commerce organizations need to design experiences that internalize and deliver value-added buying experiences that go above and beyond the transaction.
- A great resource site: E-commerce & B2B put together a list of some of the B2B players who are deploying e-commerce incredibly well, and we agree. GRAINGER: -one of the first to do it in the U.S. -SEARCH AND NAV: search results on Google are not only listing Grainger as one of the first hits, but clicking on the link takes buyers directly to the product within Grainger’s sites.
- -PRODUCT DETAIL: great descriptions, specs, variety of images as well as contract pricing, model #, shipping weight and country of origin keep the B2B customer in mind. Also show related products as well as product variations to easily compare different products.
- B2B e-commerce sites don’t have to be boring. Ferguson has fresh, modern looking content while still keeping functionality at the top of the list.
- Further down the page, they define which businesses are their niche.
- Navigation is top notch: flyover menus appear with relevant suggestions and type ahead features match product and other content on the site.
- E-Commerce & B2B calls out this example as best in show for Ferguson’s design of its individual product detail pages. We love the contemporary, clean, easy to use functionality, and each product is full of important spec information so the buyer knows their purchase is correct. Again, related products and other featured collections appear as suggestions at the bottom.
- Our last example is one for B2C e-commerce, and it’s our very own client, Hunter Fan. Right away on the home page, consumers know the product and how to find it. There’s options to search the most recent collection or view new products. The top navigation is simple, and provides a clear call to action for consumers.
- After clicking into the ceiling fan option, customers can easily target their results based on specific fan features. If a consumer isn’t sure on what they want, Ntara has created a “Match My Style” and “Match My Space” where consumers can answer all types of personal questions that yield a fan to best fit their needs. The web design also includes specific product imagery so that the web visitor is enticed to scroll down the page for specific product offerings before leaving the page.
- Multiple images: in-room, product feature imagery, and video show a clear visual of product to consumer. Even show products coming soon-stay up to date in real time with PIM. Product specs are clear, with room use recommendations, related accessory products and downloadable manual guides.
- Dedicated product support page with detailed information for customer use.
- Available exclusively at Home Depot
- Mom & Pop retailer
- Online retailers and big box stores
- Direct to consumer from Hunter