It’s no secret that the B2B buying process is much more involved than making a B2C purchase. With B2B, there are many sales touch points which can often include research, demos, price comparison and sales calls. However, in the last decade, as online shopping has become an everyday activity for most, B2B buyers are more frequently turning to digital to aid in their purchasing decisions.
This shift in behavior is why more and more B2B enterprises are becoming hyper focused on the customer and the customer experience. Creating a modern, easy to use digital experience – across channels – is the key to differentiating from competitors in a globally competitive market.
As B2B enterprises continue to shift to digital experiences that mirror B2C experiences, it’s essential to create or focus on omni-channel strategies. An omni-channel strategy includes multiple channels – such as online storefronts, social media and direct to consumer channels – to meet customers where they are and offer a consistent buyer experience.
3 Benefits of Omni Channel Strategies for B2B Enterprises
B2B Enterprises Have Greater Brand Control Across Channels
A strong omni-channel strategy can help an enterprise reinforce their brand regardless of channel. In an industry that historically overlooked brand loyalty, creating a consistent brand across channels can entice brand loyalty from B2B buyers. When the commerce experience is connected via omni-channel strategy, enterprises can focus on delivering the same experience for their customers whether they are on a phone or in a brick and mortar location.
B2B Enterprises Create More Sales Touchpoints
As the B2B world now knows, the buying journey is not linear. Today, B2B buyers typically conduct most of the sales process online through research. Many enterprises are realizing that B2B buyers can shop around for better pricing or products while they are conducting pre-purchase research.
In today’s digital world, it’s increasingly common for more than one channel to be involved in the sales process. For enterprises, this means that each channel is an opportunity for a sales touchpoint. An omni-channel strategy allows enterprises to create a strong, seamless sales process. Whether a buyer is talking to a sales rep, or placing a repeat order on the computer, each channel is an opportunity to interact with the buyer.
B2B Brands Can Deliver Modern Commerce Experiences
Enterprises need to be hyper focused on delivering customer experiences that meet the needs of today’s buyers. With an omni-channel approach to eCommerce, enterprises can share data across channels. With this data, comes modern features and functionality such as personalization.
In the context of eCommerce, personalization is used to add value to a customer by making it better, easier, or faster to make a purchase. The key to personalization is to actively monitor and update the experience through content, features, and functionalities as the customer needs change.
An omni-channel eCommerce strategy can take a B2B enterprise to the next level when delivering digital experiences for the modern B2B buyer. To learn more about omni-channel strategies, download our eBook, Omni-Channel Strategies for B2B Mid-Market Enterprises.