For many B-to-C retailers, creating online shops was largely to raise earnings be tapping into the massive market of shoppers. Reducing costs and increasing customer satisfaction is generally a secondary aim.
For B-to-B providers, incremental revenue generation should be a goal, but due to channel and client complexity, that process might take a year or longer. The opportunity to enhance operating efficiencies and provide superior customer service could be the first place to demonstrate measurable achievement from the first year of operations.
Ecommerce for Makers
Manufacturers typically employ a direct sales force to market directly to end customers and through indirect sales channels, including distributors, wholesalers, traders, and production reps. Channel management, pricing, satisfaction, accessibility, product training, and product service could be rather intricate.
The first phase of an ecommerce project is usually met with resistance with sales channels, including internal direct sales employees. They would like to control every step of a sales process from providing product information to pricing. Ecommerce changes that by making product info easily available if the producer chooses to provide it. Customized pricing, product availability, and transport costs will also be available online. Quotation requests can be generated online. Procurement procedures can be automated and be done online. Order status, order history, and invoice payment can be performed online.
The first period of an ecommerce project is usually met with resistance by all sales channels, including internal direct sales employees.
These online activities reduce the demand for sales or customer service agents to participate in taking basic transactional orders. Their time may be utilised in more strategic activities like selling complex goods, providing sales training to channel partners, and selling to new clients.
Though there’s usually a concern that clients will get rid of touch with providers, the opposite actually happens. Because most product research is done online, customers realize that their questions can be answered more quickly. Producers can leverage nurturing campaigns to market directly to end customers throughout the buying cycle. Leads can be flipped over to channel partners at the appropriate time — usually much later in the purchasing cycle — penalizing reps to pursue more strategic opportunities.
Many manufacturers realize that their cost per purchase drops significantly after implementing ecommerce. At the time an order is placed, clients generally know their lead times and can track the order status online at anytime. They also have a central portal to control all outstanding orders and invoices. Many manufacturers realize their order-to-cash cycle shortens. Returns can be requested and processed online, reducing the frustrating process of calling for a return authorization, awaiting an approval, and waiting for return instructions.
Most manufacturers discover their Web Promoter Scores (a measure of customer loyalty) increase after a year or more of launch ecommerce. Customers simply have a simpler and better experience during the purchasing cycle.
A last benefit that’s both a working efficiency and a revenue generator is the capacity to protect and expand your brand. When you launch an internet store, you may develop rich content to support your products. By making this information available to your channel partners, you will probably have more consistent and accurate product information being disseminated to target clients. Your own online shop, if available to the public for browsing at the very least, will become an authoritative location for end clients to research.
This could accelerate sales for new products. With appropriate preparation, you can launch new products simultaneously across all channels.
Ecommerce for Distributors
Distributors gain the majority of the identical operating efficiencies as producers. Sales and customer support reps become more strategic as they’re eliminated from transactional orders. Order processing costs are generally reduced as more activities are automatic.
By providing accurate, real time availability and pricing, you can decrease the sales cycle and establish more precise customer expectations.
Procurement”PunchOut” solutions, a more contemporary system of electronic data interchange, provide customers the chance to use their own procurement system and procedures to place orders at a supplier’s shop with the client’s own pricing and product catalogue. This can add enormous efficiency for larger clients, resulting in both higher earnings and reduced costs per order.
Two challenges that lots of vendors face when implementing ecommerce are getting product content from producers and customer pricing. Producers haven’t historically been good at sharing articles. They’ll get better, and vendors will need to pressure them to do so. After content is accessible, importing that content and making it available in a distributor’s own online shop will get a lot simpler.
Pricing may be more difficult to implement if a supplier offers exceptionally customized pricing by customer, which many do. In actuality, many distributors leave pricing choices to individual repetitions, particularly if the repetitions are paid on the gross margin of a bargain. This is still possible with the appropriate ecommerce platform.
But, distributors will need to think about normalizing their prices over time. Pricing transparency is a new fact of internet commerce. Distributors should start being more transparent to their clients and one means to do so is to reevaluate pricing and decrease dependence on one-off pricing. This will deliver a greater potential net profit to your organization, and increase operating efficiencies by simplifying the quote-to-payment procedure.